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Effective Social Media For Event Exhibitors

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Effective Social Media For Event Exhibitors

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These slides were used in the webcast "Effective Social Media for Event Exhibitors." Led by Web 2.0 Expo Co-Chair and “The Twitter Book” co-author Sarah Milstein and Web 2.0 Expo Community Manager Kaitlin Pike, this webcast featured real-life success stories and practical tips for using services such as Twitter, Facebook, LinkedIn, and your own company blog for efficient marketing before, during, and after a show.

These slides were used in the webcast "Effective Social Media for Event Exhibitors." Led by Web 2.0 Expo Co-Chair and “The Twitter Book” co-author Sarah Milstein and Web 2.0 Expo Community Manager Kaitlin Pike, this webcast featured real-life success stories and practical tips for using services such as Twitter, Facebook, LinkedIn, and your own company blog for efficient marketing before, during, and after a show.

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Effective Social Media For Event Exhibitors

  1. Presented by Web 2.0 Expo staff: Sarah Milstein, GM & Co-Chair (@SarahM) Kaitlin Pike, Community Manager (@w2e) Social Media for Event Exhibitors
  2. Sarah
  3. Sarah Kaitlin
  4. Hashtag for today #w2e
  5. Agenda for today
  6. Agenda for today <ul><li>What can social media do for you at events? </li></ul>
  7. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul>
  8. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul>
  9. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul><ul><li>Q&A </li></ul>
  10. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul><ul><li>Q&A </li></ul>
  11. Social media amplifies
  12. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul>
  13. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul><ul><li>Drive traffic </li></ul>
  14. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul><ul><li>Drive traffic </li></ul><ul><li>Stand out </li></ul>
  15. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul><ul><li>Drive traffic </li></ul><ul><li>Generate buzz </li></ul><ul><li>Stand out </li></ul>
  16. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul><ul><li>Drive traffic </li></ul><ul><li>Generate buzz </li></ul><ul><li>Stand out </li></ul><ul><li>Build relationships </li></ul>
  17. Social media amplifies <ul><li>Create coverage of the action at your booth </li></ul><ul><li>Drive traffic </li></ul><ul><li>Generate buzz </li></ul><ul><li>Reach customers and coworkers who aren’t onsite </li></ul><ul><li>Stand out </li></ul><ul><li>Build relationships </li></ul>
  18. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul><ul><li>Q&A </li></ul>
  19. Case study: Everyone loves sweet tweets
  20. IBM’s #SweetTweets Idea: The Thought Process <ul><li>We want to drive booth traffic </li></ul>
  21. <ul><li>We want to drive booth traffic </li></ul><ul><li>We want to use social media to do this </li></ul>IBM’s #SweetTweets Idea: The Thought Process
  22. <ul><li>We want to drive booth traffic </li></ul><ul><li>We want to use social media to do this </li></ul><ul><li>This meeting is right before lunch… </li></ul>IBM’s #SweetTweets Idea: The Thought Process
  23. <ul><li>We want to drive booth traffic </li></ul><ul><li>We want to use social media to do this </li></ul><ul><li>This meeting is right before lunch… </li></ul><ul><li>Chocolate sounds good right now </li></ul>IBM’s #SweetTweets Idea: The Thought Process
  24. IBM’s #SweetTweets Idea: The Thought Process Candy…
  25. IBM’s #SweetTweets Idea: The Thought Process Candy… and Twitter?
  26. IBM’s #SweetTweets Idea: An A-to-Z Solution
  27. IBM’s #SweetTweets Idea: An A-to-Z Solution
  28. IBM’s #SweetTweets Idea: An A-to-Z Solution
  29. IBM’s #SweetTweets Idea: Creating Buzz <ul><li>Tweeted before the Expo opened </li></ul>
  30. IBM’s #SweetTweets Idea: Creating Buzz <ul><li>Tweeted before the Expo opened </li></ul><ul><li>Set up TweetDeck in booth </li></ul>
  31. <ul><li>Tweeted before the Expo opened </li></ul><ul><li>Set up TweetDeck in booth </li></ul><ul><li>Visitors spread the love </li></ul>IBM’s #SweetTweets Idea: Creating Buzz
  32.  
  33. IBM’s #SweetTweets Idea: What’d we learn? <ul><li>Expectation: 200 leads </li></ul><ul><li>Result: 1,500 leads </li></ul>
  34. IBM’s #SweetTweets Idea: Takeaway Tips <ul><li>Start before the event occurs </li></ul>
  35. IBM’s #SweetTweets Idea: Takeaway Tips <ul><li>Start before the event occurs </li></ul><ul><li>Multiple people tweeting for you </li></ul>
  36. IBM’s #SweetTweets Idea: Takeaway Tips <ul><li>Start before the event occurs </li></ul><ul><li>Multiple people tweeting for you </li></ul><ul><li>Contests and swag </li></ul>
  37. IBM’s #SweetTweets Idea: Takeaway Tips <ul><li>Start before the event occurs </li></ul><ul><li>Multiple people tweeting for you </li></ul><ul><li>Contests and swag </li></ul><ul><li>Follow up </li></ul>
  38. IBM’s #SweetTweets Idea: McDonough’s Advice
  39. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul><ul><li>Q&A </li></ul>
  40. Define your goals
  41. Define your goals
  42. Define your goals
  43. Pick services to meet your goals
  44. Pick services to meet your goals
  45. Pick services to meet your goals
  46. Pick services to meet your goals
  47. Pick services to meet your goals
  48. Pick services to meet your goals
  49. Pick services to meet your goals
  50. Create a hub
  51. Create a hub
  52. Create a hub
  53. Create a hub
  54. Create a hub
  55. Create a hub
  56. Help people find you
  57. Help people find you
  58. Help people find you
  59. Help people find you
  60. Help people find you
  61. Help people find you
  62. Start early
  63. Start early
  64. Start early
  65. Start early
  66. Be chatty
  67. Be chatty
  68. Be chatty
  69. Be chatty
  70. Be chatty
  71.  
  72. Be chatty
  73. Be chatty
  74. Be chatty
  75. Use hashtags
  76. Use hashtags
  77. Use hashtags
  78. Offer valuable stuff
  79. Offer valuable stuff
  80. Offer valuable stuff
  81. Offer valuable stuff
  82. Hold contests
  83. Hold contests
  84. Hold contests
  85. Hold contests
  86. Hold contests
  87. Hold contests
  88. Follow up
  89. Follow up
  90. Follow up
  91. Follow up
  92. Use your booth
  93. Use your booth
  94. Use your booth
  95. Host a tweetup
  96. Host a tweetup
  97. Host a tweetup
  98. Share tips
  99. Share tips
  100. Listen up
  101. Search Twitter
  102.  
  103. CrowdVine
  104.  
  105.  
  106.  
  107.  
  108.  
  109.  
  110.  
  111. Track your success
  112.  
  113. Track your success
  114. Track your success
  115. Track your success <ul><li>Take pictures and video </li></ul>
  116. Track your success <ul><li>Take pictures and video </li></ul><ul><li>Grab screenshots </li></ul>
  117. Track your success <ul><li>Take pictures and video </li></ul><ul><li>Grab screenshots </li></ul><ul><li>Favorite tweets </li></ul>
  118. Now’s the time 40 percent of exhibitors use online social media to promote their exhibits. Source: “Exhibitors Use Social Media to Promote Booths,” Sep 29, 2009.  http://meetingsnet.com/associationmeetings/news/0929-exhibitors-use-social-media/
  119. Agenda for today <ul><li>What can social media do for you at events? </li></ul><ul><li>A compelling case study </li></ul><ul><li>Tips for success </li></ul><ul><li>Q&A </li></ul>
  120.  
  121.  
  122. Thanks <ul><li>Jennifer Cisney, Kodak </li></ul><ul><li>Karen Hartline, Porter Novelli </li></ul><ul><li>Jennifer McDonough, IBM </li></ul><ul><li>Jaymie Scotto Cutaia and Ilissa Miller, Jaymie Scotto & Associates </li></ul><ul><li>All Web 2.0 Expo photos by James Duncan Davidson </li></ul>
  123. <ul><li>Sarah Milstein </li></ul><ul><li>http://twitter.com/ SarahM </li></ul><ul><li>smilstein @techweb.com </li></ul><ul><li>Kaitlin Pike </li></ul><ul><li>http://twitter.com/ w2e </li></ul><ul><li>kpike @techweb.com </li></ul>Contact us

Hinweis der Redaktion

  • Spoken: At Web 2.0 Expo New York this past fall, IBM took a twist on the old idea of having swag at their booth. They decided to use social media and candy to drive booth traffic and ended up increasing their lead generation by 750%. So how’d they do this? And what was their inspiration? I’m going explain why they did what they did, how they did it, and what you can take from this example.
  • First off, their thought process. Like any exhibitor, they wanted to increase their booth traffic to get more leads.
  • The marketing team had a meeting to discuss how to use social media to accomplish this goal. They’d seen the success others were having with Twitter, Facebook, and other tools, and they figured they could do just as well if not better.
  • Their meeting was right before lunch so, naturally, they started thinking about food as a way to attract people to the booth.
  • Specifically chocolate. Everyone loves chocolate.
  • But they wanted to do more than just toss out candy to people walking by. Doing that doesn’t involve social media and it doesn’t get people involved with their brand.
  • If they could somehow tie twitter into this, they’d be able to create significant positive buzz about both their booth and their brand.
  • Here’s how they did it: They used candy as a sort of welcome mat. It gives people an excuse to walk up to your booth and scan their badge. Whenever you give away candy or swag you’re going to get people who are just there for the free stuff, but you also get those who might be interested in your products but are otherwise too shy to walk up cold or just need an extra push.
  • The second step in their strategy was to give yet another item away for free. If a visitor watched a demo of an IBM product, they received a USB key with free downloads, white papers, and links to free trials online. This part of their booth strategy is crucial because at this point they’re pulling in those who would genuinely be interested in using IBM’s products with an extra gift. They’re getting the visitor involved in the product, and not just handing out free swag.
  • At the end of this strategy, IBM booth staffers now have visitors on a sugar high and have them excited about the products they were just shown. They’re interested. All IBM needs to do now is to catch up with them later.
  • But how does this all relate to Twitter? Well, before the Web 2.0 Expo New York floorshow opened, the IBM marketing team had IBM employees tweet about the candy at their booth by using the #w2e hashtag – so attendees following this tag would know about it – and also by using the #sweettweets hashtag to make #sweettweets synonymous with IBM’s booth for the time being. [ibm created] [they used twitter to create the buzz to get people to their booth]
  • At the booth they set up a plasma screen using the application “TweetDeck” to show visitors which attendees were tweeting about #sweettweets and IBM’s booth. This encouraged visitors to go and tweet about the experience themselves. This sounds strange, but people love seeing their name on a screen. Think of how crazy people get when they see their name on a baseball stadium screen.
  • After visitors left the booth, they published some pretty happy tweets about their experience.
  • As you can see here, whenever IBM has #sweettweets at an event, they get a lot of good buzz.
  • So what’d we learn from this? The bottom line is that by using a typical exhibitor marketing scheme – swag or candy that is – matched with social media, IBM ended up with 1,500 leads when they were only expecting 200.
  • How can you apply their model to your own? Here are a few takeaways. First, start tweeting before the event occurs. Not everyone is going to be checking twitter or facebook or other sites once they’re at the event. You need to announce that you’ll be there – and what you’re doing – before a conference begins. Create buzz beforehand.
  • Next, get your whole organization involved. Ask your coworkers to tweet and retweet about your booth or what you’re doing at an event. This of course can include them posting updates to facebook, commenting in a linkedin group, etc. However, I should note that I’m not encouraging you to spam people. Use your best judgement. [refer to each other in accounts]
  • It sounds cliché, butcontests and swag always do well. Don’t ignore them. People like free stuff.
  • Finally, be sure to follow up not only with those who came to your booth, but with those who tweeted about you. These people are engaged with your brand. You need to listen to what they’re saying and respond to their comments or proactively engage them.
  • I’d just like to close on something Jennifer McDonough, the IBM marketer who came up with the sweettweets idea, said about using social media at events and in general. She said, “Remember how people didn’t have a website? Now a website is critical. We’re at the early adopter stage. You’re leaving money on the table if you’re not using social media.”

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