Euro Bus Expo 2014 - Social Media Case Study

54,400 UNIQUE VISITORS The client Diversified Communications UK is the owner and event organiser of the Euro Bus Expo exhibition, which is the prime showcase event within the bus and coach sector in the UK. It is held biennially during November. The company was keen to utilise Social Media in order to maximise interaction with visitors and exhibitors before, during and immediately after the three day show at the NEC in Birmingham during November 2014. The brief NC Creative was asked to manage all aspects of the Euro Bus Expo Social Media for the show, which incorporated the main three-day exhibition. The key objectives were to ensure high levels of pre-registrations and support the show’s general Marketing activities. Our remit required us to use the various Social Media channels, including Twitter, Facebook and YouTube, to create a buzz and help promote exhibitor news and products. The results The integration of a coordinated and proactive Social Media campaign into the show’s Marketing activities gave Euro Bus Expo 2014 huge industry interest and a new level of engagement between the show organisers, exhibitors and visitors. The reach of the 2014 Social Media campaign during the show days was 2,882% higher than activity reach for the exact same period at the last event in 2012. Euro Bus Expo attained 1,017 mentions on Twitter and 181,600 page impressions on Facebook. 54,400 unique Social Media visitors saw show related content, which is over five times the amount of people who actually attended the event. NC Creative published over 250 messages in just a four-week period. 2,200 stories were created by others from original Euro Bus Expo content on Facebook alone and the Social Media engagement reached a high of 93% meaning the accounts were highly reactive and conversational. The heightened activity surrounding the show led to 376 new Facebook fans and 220 Twitter followers. With an already established presence with a very contained industry sector, this was a strong conversion rate, generated by entirely organic unpaid activity. “Euro Bus Expo 2014 was one of the most successful ever events on a number of fronts. The Social Media delivery undoubtedly helped enhance the experience for visitors and key stakeholders,” explained 2014 Group Director, Mark Griffin. Euro Bus Expo 2014 On the road to new levels of event engagement Event social media case study ENGAGEMENT 93% The reach of the 2014 Social Media campaign during the show days was 2,882% higher than activity reach for the exact same period at the last event in 2012. 2,882% HIGHER REACH THAN PREVIOUS EVENT W T F www.nccreativegroup.com Twitter @nccreativegroup Facebook NCCreativeGroup Corner Oak, 1 Homer Road, Solihull, West Midlands, UK. B91 3QG. T +44 (0)121 711 6510 F +44 (0)121 711 6511 E [email protected]

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Page 1: Euro Bus Expo 2014 - Social Media Case Study

54,400UNIQUE VISITORS

The clientDiversified Communications UK is the owner and event organiser of the Euro Bus Expo exhibition, which is the prime showcase event within the bus and coach sector in the UK. It is held biennially during November. The company was keen to utilise Social Media in order to maximise interaction with visitors and exhibitors before, during and immediately after the three day show at the NEC in Birmingham during November 2014.

The briefNC Creative was asked to manage all aspects of the Euro Bus Expo Social Media for the show, which incorporated the main three-day exhibition. The key objectives were to ensure high levels of pre-registrations and support the show’s general Marketing activities. Our remit required us to use the various Social Media channels, including Twitter, Facebook and YouTube, to create a buzz and help promote exhibitor news and products.

The resultsThe integration of a coordinated and proactive Social Media campaign into the show’s Marketing activities gave Euro Bus Expo 2014 huge industry interest and a new level of engagement between the show organisers, exhibitors and visitors.

The reach of the 2014 Social Media campaign during the show days was 2,882% higher than activity reach for the exact same period at the last event in 2012.

Euro Bus Expo attained 1,017 mentions on Twitter and 181,600 page impressions on Facebook. 54,400 unique Social Media visitors saw show related content, which is over five times the amount of people who actually attended the event.

NC Creative published over 250 messages in just a four-week period. 2,200 stories were created by others from original Euro Bus Expo content on Facebook alone and the Social Media engagement reached a high of 93% meaning the accounts were highly reactive and conversational.

The heightened activity surrounding the show led to 376 new Facebook fans and 220 Twitter followers. With an already established presence with a very contained industry sector, this was a strong conversion rate, generated by entirely organic unpaid activity.

“Euro Bus Expo 2014 was one of the most successful ever events on a number of fronts. The Social Media delivery undoubtedly helped enhance the experience for visitors and key stakeholders,” explained 2014 Group Director, Mark Griffin.

Euro Bus Expo 2014 On the road to new levels of event engagement

Event social media case study

ENGAGEMENT

93%

The reach of the 2014 Social Media campaign during the show days was 2,882% higher than activity reach for the exact same period at the last event in 2012.

2,882%HIGHER REACH THAN PREVIOUS EVENT

www.nccreativegroup.com

Twitter @nccreativegroup

Facebook NCCreativeGroup

Corner Oak, 1 Homer Road, Solihull, West Midlands, UK. B91 3QG.

T +44 (0)121 711 6510 F +44 (0)121 711 6511

E [email protected]