What can Social Media do for events & tradeshows
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Every connection is a new opportunity ™ Events 2.0 Using Social Media to Bond with Customers Before, During, and Post-Event Aneta Hall (@anetah) Lucy Hackman (@lucyhackman) Pitney Bowes, Inc. Every connection is a new opportunity ™
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Events 2.0: Using Social Media to Bond with customers before, during and post-event. This presentation was delivered at the MarketingProfs Digital Forum event in Austin, TX on 2/4/11
Transcript of What can Social Media do for events & tradeshows
Every connection is a new opportunity™
Events 2.0 Using Social Media
to Bond with Customers
Before, During, and Post-Event
Aneta Hall (@anetah)
Lucy Hackman (@lucyhackman)
Pitney Bowes, Inc. Every connection is a new opportunity™
February 1, 2011 PBI Internal use only 2
Hi, I’m Aneta Hi, I’m Lucy
http://www.usatoday.com/life/lifestyle/2009-08-02-virtual-unreality_N.htm
To
bereplac
ed by
better
image
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Who really matters in our lives…
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Who is Pitney Bowes? Im
ag
e b
y @
Co
lette
Co
te
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Social Media at Pitney Bowes
http://animoto.com/play/9zVnxOk90s3O70qFDWiQOQ
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How did we get started? We got plenty of inspiration at PodCamp Boston
Image by JeromeParadis Image by stevegarfield
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Social Media Revolution at Events
http://pbi.bz/fUL5Zx
Vid
eo
by @
sa
mu
lejs
mith
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How does this translate to
events/tradeshows at Pitney Bowes?
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Events 2.0 @ PB: Discovery
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Events 2.0 @ PB: Experimentation
Bloggers’ hub
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Events 2.0 @ PB: Experimentation
Bloggers’ hub
Booth tour videos
Booth images
Influencer interviews
Live tweeting, blogging
On-site content generation & distribution
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Events 2.0 @ PB: Experimentation
Bloggers’ hub
Drive-to-booth activities
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Events 2.0 @ PB: Experimentation
Bloggers’ hub
Interacting with influencers
Bloggers’ hub sponsorship
#innobeer tweetup
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Events 2.0 @ PB: Experimentation
Bloggers’ hub
Generating Word-of-Mouth mentions
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Events 2.0 @ PB: Process
Pre-event At-event Post-event
Options for Social Media Event Activation:
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Every connection is a new opportunity™
PRE - EVENT
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What are you trying
to accomplish?
- Drive to booth
- Attract new
customers
- Connect w/ existing
customers
- Create buzz re.
specific product
- Engage with
influencers
Pre-event At-event Post-event
1) Know your goals
EXPOSURE ENGAGEMENT INFLUENCE ACTION
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• What SM
activities are
being planned?
• What channels
will be used?
• Who will run the
SM show?
• Any opportunities
for branded
sponsorship?
Pre-event At-event Post-event
2) Engage with event organizers early
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• Discuss
audience’s
needs with event
organizers
• Understand
audience’s
Social Media
profile
• Identify &
outreach to
influencers
Pre-event At-event Post-event
3) Research the event’s audience
World Innovation Forum
vs.
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• How many SM-
trained marketers
will be on site? Off-
site?
• Is there $$$ in your
budget for
technology &
experts (live-
streaming,
videography, etc.)
• What are your web
production
resources &
development
timing?
• What’s your backup
plan?
Pre-event At-event Post-event
4) Know your own resources &
budget limitations
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• Messaging &
calendar
• Prescheduled
tweets based on
tradeshow event
calendar and booth
event calendar
• Brand reputation
contingency plan &
workflow
Pre-event At-event Post-event
5) Prepare as much as possible
ahead of the event
Messaging Calendar
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• How will you
monitor
conversations?
(On-site via mobile
phone? Using a
dedicated resource
off-site? )
• How will you
respond in real
time?
(Tweetdeck?
Radian6
Engagement
Dashboard?)
• How will you
handle SM brand
reputation issue
while at event?
(Reputation
management
workflow)
Pre-event At-event Post-event
6) Set up tools to monitor/engage
SM in real time
Engagement Dashboard
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Every connection is a new opportunity™
AT - EVENT
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• Video, video,
video!
− Booth tour
− Chats with
experts
− Interviews w/
influencers
− Man on the
street approach
works great for
viral pieces
− Must complete
post-production
in 2-4 hrs.
• Images
– In tweets
– Blog posts
– On Facebook
• Blogs & vlogs (created overnight)
Pre-event At-event Post-event
Look for, capture & share content
in real or near-real time
Blogs Vlogs
Tradeshow Floor Tours Images
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Pre-event At-event Post-event
Don’t just push content, engage in
conversations
>14K WOM impressions gained though
engagement with third party influencers….
in just one conversation
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Pre-event At-event Post-event
Don’t make it all about marketing.
Be social, witty, friendly, helpful, fun.
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Every connection is a new opportunity™
POST - EVENT
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Pre-event At-event Post-event
Report on ROI
• # SM posts
• # impressions
• Unique page
views (from SM
referrers)
• Increase in
Branded Share
of Voice
• # of comments,
RTs, bookmarks,
tags, diggs,
mentions
• Time spent on site
• Comments/posts
ratio
• Change in
awareness
(through surveys)
• Net Promoter
Score
• Visit the store
• Attend event
• Buy product
• Fill out lead form
• Leave comment
• Vote
EXPOSURE ENGAGEMENT INFLUENCE ACTION
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Pre-event At-event Post-event
Capture your learnings in a report
to be used for teaching purposes.
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• Join social media
communities
where event
participants
congregate
• Create lists of
event influencers
on twitter &
engage as
needed
• Maintain
relationships with
influencers
Pre-event At-event Post-event
Continue the engagement long after
your exhibit is dismantled.
#innochat
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Every connection is a new opportunity™
WHAT’S AHEAD?
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Future of Social Media enabled Events
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Thank you & Ask away! This presentation available at slideshare.net/pitneybowes
Every connection is a new opportunity™
Aneta Hall
Email [email protected]
Blog: www.AnetaHall.com
Twitter: @anetaH
LinkedIn: LinkedIn.com/in/AnetaHall
Lucy Hackman
Email [email protected]
Blog: lucyhackman.wordpress.com
Twitter: @LucyHackman
LinkedIn: LinkedIn.com/in/LucyHackman
