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.
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
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.)
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