How we promoted the Devon Business Expo event online within 2 months starting from scratch using social media and Google Ad campaign. By Q Social Media - digital marketing and social media specialists.

1. Using Social Media To
Promote
By Chris Wood

2. • Digital Marketing &
Social Media Specialists
• Provides training to businesses on how to use
social media & other digital marketing activities
• Showing how to engage & promote online to
customer base
Intro to Chris Wood
@qChrisWood
@robjglover

3. Intro – Seminar Goals
To show how Social Media can be used
as an effective Marketing &
Engagement tool for business
To Answer Your Queries
Current use? Tw / FB / Ld – Experiences – Been engaging #dbexpo?

4. 1. Raise Awareness of The Show
2. Complement Offline Marketing & PR
Campaign
3. Create Online Buzz
– Attract Visitors (/ Exhibitors) To The Show
4. Create Online Community for recurring expos
and other events
Objectives
With just 2 months to go – starting from scratch!!

5.  Twitter - @devonbizexpo (early Apr)
 Facebo – www.facebook.com/devonbizexpo (early Apr)
 LinkedI Group – introduced end of April
 Google Ad Campaign to networking
and expo related keywords within Devon
Kicking Off The Campaign

6.  Scheduled series of Tweets around why exhibit and weekly PR
 Over time built on this as more info became available
 Mid-late May started engaging more with sponsors, partners,
exhibitors, speakers, attendees etc
 Twitter Advertising Campaign
 Build followers – promoting @devonbizexpo profile to local
business related profiles
 Promoting Tweets – promoting @devonbizexpo tweets to
local business related profiles
 Views from 300 to 2,000
 Cost incurred when a link clicked on - costing from 25 to 50p per
click
 Use of #tags - #dbexpo (re-usable for future events)
 Twitter lists – exhibitors list & plans to create attendee list for
future promotion of events
Twitter

7.  Scheduled series of Posts around why exhibit and
weekly PR
 Over time built on this as more info became available
 Mid-late May started engaging more with sponsors, partners,
exhibitors, speakers, attendees etc for content
 Facebook Advertising Campaign
 Gain Likes - promoting the page to local Facebook
members with business related interests
 Promoting Posts – promoting Page posts to local
Facebook members with business related interests
 Views from 400 to 1,500
 Cost incurred when a link clicked on - costing from 10p to
25p per click
Facebook

8. • Created to reach out to LinkedIn connections
• A chance for those involved to start promoting
themselves via this group
• Announcements to Group Members (like emails)
• Messages (like emails) regularly sent via Dave
Barr’s profile
• Approx. 1,000 connections
LinkedIn Group

9. Use of Hootsuite
 Social media
dashboard
application
 Allows posting
of updates to
more than
one platform
 Plus
Scheduling
Team Member Setup
(paid version)

10. • Page One Presence for networking, expo and
business show related keywords
• Optimised to maximise daily budget
• Search Only Network, Devon Location, Phrase & Exact
Keyword Matching & Negative Keywords
Google Ad Campaign

11. • Weekly PR in Express & Echo – added as blogs
to the site and posted to social media profiles
• Email Marketing – eshots sent on a weekly
basis (from May) by The Best of Exeter team
mentioning social media profiles
• Networking – those involved could encourage
people met offline to follow online
Complementing Other Marketing & PR Activities

12. • Time – always playing catch up
• Website was still being fully developed over April
• More time needed to build following to accounts –
although advertising helped quite a bit here
• Not all info was in place until mid-late May
• Encouraging engagement with those involved
Difficulties

13. Tracking Impact

14. Good correlation between social media and overall
traffic
- Indirect impact on Google and Direct Traffic
Social Media Impact

15. • Still required Sales Team to be pro-active
in selling majority of the stands
• Majority of people they spoke to were
aware of the show due to offline & online
activities
Stand Sales

16. • Awareness was raised with social media & Google Ad
campaign driving just over 50% of traffic
• Over 2,500 website hits
• Over 800 Twitter followers
• Almost 1,500 mentions of @devobizexpo
• Over 1,000 mentions of #dbexpo
• Klout score 52
• Twitter Promote Post Reach 300 to 2,000 views
• Almost 300 Facebook Likes
• Facebook Promote Post Reach 400 to 1500 views
• 155 LinkedIn Group Members
• Approx. 1,000 LinkedIn connections messaged weekly basis
over May
Met Objectives?

17. • Complemented offline activities e.g. by turning PR in to
blogs and driving people to them online
• Created Online Buzz – over 600 visitors booked in
• For Stand Sales - helped raise awareness but still required
sales team to go out and sell them (this was to be expected)
• Started Creating Online Community – work in
progress – building basis for future events making it
easier next time around to promote it!
Met Objectives? (cont.)

18. Q&A
Q&A

19. We Can Help with Implementation
• Onsite Social Media Training
– How to Make Twitter, Facebook & or LinkedIn Work
For Your Business & Industry
– Options to upgrade to Strategy Package – we write
your strategy and action plan to implement social
media
• Outsource Activities
– We Manage Twitter, Facebook, LinkedIn & Google Ad
Activities on your behalf

20. Follow Us On:
@qChrisWood
@robjglover
www.facebook.com/qsocialmedia
www.linkedin.com/company/q-social-
media
www.youtube.com/user/qsocialmedia