How to Create, Equip & Manage an Event Tech, Mobile & Social Media Toolbox Increase Engagement,...
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S619How to Create, Equip & Manage an Event Tech, Mobile & Social
Media ToolboxIncrease Engagement, Decrease Cost & Improve Attendee Experience
Eric Lukazewski & Desiree Lehrbaum March 04, 2012
Introductory Survey
bit.ly/SMToolboxSurvey
Who are you & what do you want to learn today?
the current landscape
• Extend messaging “beyond the exhibit boundaries”
• Lengthen the life term of channels of communication
• Create cohesive bridges between various brand facets
• Offer messaging to off-site attendees and customers
Advantages of social & mobile event marketing
What is the current size of the mobile market?
950 million phones arenot SMS enabled
1.08 billionare smartphones
25%
27%3.05 billionare SMS enabled
75%
source: comscore.com - 2010 end of year report
Do people want to receive offers on their mobile phones?
are open to receiving offers65%
are turned off by them29%
don’t know6%
source: upstreamsystems.com - June 2011
The Mobile Executive• 82% of executives use a smartphone and on average
carry 3.46 devices• Nearly 2/3 are comfortable making a purchase on
their mobile device • 45% believe a smartphone will be their primary
device in three years
Source: Fobres Insights “The Untethered Executive: Business Information in the age of mobility” October 2010
• 40% of the workforce will be comprised of Gen Y/Millennials by 2015
• 80% of current Gen Y/Millenials browse news via mobile web
Millenials
Identifying objectives & vehicles
POST Methodology
PEOPLEKnow your Audience
POBJECTIVES
Decide on objective before deciding
technology
OSTRATEGY
Visualize the endpoint and work back to the
beginning
STECHNOLOGY
Utilize the technology that best meets the
objectives
T
*Source : Forrester Research/Groundswell: http://blogs.forrester.com/groundswell/2007/12/the-post-method.html
• Who is your demographic?• Who is the event’s
demographic? • Identify avenues in which
your audience receives information most successfully
People
• Identify core objectives for entire event program, but individualize each event based upon people
• Develop social/mobile specific objectives (Increase Facebook fans, Blog subscribers, etc.)
• The deeper your data objectives, the easier the results will be measurable
Objectives
• What changes are made as a result of the event?
• How are your attendees interacting with your brand?
• Develop an “end-to-start” timeline
Strategy
• Incorporate technologies that best fit your People, Objectives & Strategies
• Consider costs associated with them - ownership, subscription, development time, etc.
• Make sure it is easy to understand and use for team members and attendees
Technology
Integration process
Event Lifecycle Integration
PRE-EVENT STRATEGY
ON-SITE EXECUTION POST-EVENT
• Research• Speaker recos• Content feedback• POST Methodology• Budget• Education/Awareness
• Connecting• Optimizing• Monitoring• Updates
• Feedback• Extend the Life• Measurement• Celebrate
• Determine what worked & what didn’t
• Link mobile & social CTAs (calls to action) back to an event landing page and measure conversions
• Segregate and compare direct traffic and branded organic traffic during event hours
• Compare daily event activity - are certain days of an event more successful than others?
Measurement
Measurement
• Measure social data and compare its growth with historical trends
• Isolate mobile platform metrics & web traffic during event periods
TwitterCounter
Google Analytics SocialIntegration
Facebook Insights
The Toolbox
Event Landing Page• Acts as the gateway between social/mobile and your
website• Various messages can be funneled and organized• Great inbound marketing opportunities• Bridges off-site attendees to your event
Booth interaction foroff-site customers
Social media feeds
CTA!! Incentives
Show specific newsletter
• Over 500 million registered users• 100 million active users • 33 billion Tweets every day
Where Tweet?
Why peep tweet
Twitter chats can be used to generated community discussions
• TweetChat• What the Hashtag• Archiving abilities
Visible Tweets
Facebook for Business – Great resource for building pages, ads and more
www.facebook.com/business
Facebook Preferred Developer Consultants (PDC)https://developers.facebook.com/
preferreddevelopers/
• Great tool just not sexy • 100 Million+ Users • Groups • New Company Pages
Pinterest grew 37x between January and October 2011
Want to check what has been pinned on your site? Use this URL to check what’s been shared on your
website or bloghttp://pinterest.com/source/(ADD YOUR URL HERE)
• Apparel—men’s, women’s and children’s• Food/beverages, especially recipe-driven • Architecture• Interior design• Wedding themed• Technology• Sports• Health care• Personal care• Home improvement/DIY • Accessories• Pets• Kids products/toys• Travel
• Curate social networks to build social stories bringing together media scattered across the web into a coherent narrative.
• Excellent for post-event for a interactive, dynamic, and social media
Bing London Event http://storify.com/timeandtalentsw/charity-
starts-online-bing-event
Geolocation• “Gaming” increases engagement
and ties exhibit information in to fun activities
• Foursquare, Facebook Places - Existing applications that many attendees may be using
• Opportunities for check-in rewards
Geolocation
QR Codes• Expedite information exchange
(registration, biz card, contact info, etc.)
• “Scan and Go” - information can be downloaded and digested without needing to be stationary.
• Attendees can scan and consume content at their convenience
• Segmented metrics
QR Codes
SMS• With opt-in, content is delivered at your
demandInvites opportunities for engagement and can easily tie in to promotional/sponsorship campaigns
• Universal access - SMS features are enabled on most mobile phones
• Great for organizing ideas, content and collaborating with others
• Dropbox is great for sharing large files and collaborating with others
• Share folders with colleagues• Provides auto syncing when there is a
change to the folder’s assets – updated PPT, new PDF uploaded
• Dropbox for teams
Similar tools: YouSendIt InSync (Google Doc Integration)
• Perfect post event • Extend the reach and life of
your presentation
• OTS solution that can set-up 30 minutes
• Web based mobile app includes schedules, networking, polling, maps
• New Gamify App • Badges, leaderboard, scavenger
hunt
Cool site that enables you to search and secure small meeting space by the hour, day or week.
eVenues
Lead Capture
Lead Syncer
• Complete customization• Works offline• Exports to Excel
iLeads
• Customizable action items• Run real-time reports
Product Cataloging
Handshake Sales Order
• Digital catalog for product inventory• Deals can be signed & closed within
the app
FatStax
• Searchable database• Purchasing features
1. Forgetting a CTA (call to action)2. Forgetting to test3. No option to unsubscribe4. Treating everyone the same5. Overloading customers6. Focus only on selling7. An app not useful to customers
Seven Deadly Sins
source: textmarketer.co.uk - January 2012
Real World Examples
• Tweet your favorite exhibitor using the #exhibitor2012 + #TCaward
• Winner to be featured in social media channels + April issue
Swyft TechnologyDreamforce 2010
• Exhibitor received 60+ check-ins from 40 unique attendees
• Tied in check ins with iPad promotional giveaway and mayor t-shirt
Sports SouthSHOT Show 2012
• Custom iPad App Development• Linked to realtime inventory
database via search or scan function• Integrated in to POS for attendee
interaction and future dealer usage
Gilbarco Veeder-RootNACS 2011• Custom iPad App Development• Functioned as a stand-alone
production info interaction• Featured demos (movie embedding)
& ability to email information (attendee data capture)
learn more!
bit.ly/GVR_NACS2011
Closing
“Innova'on does not necessarily mean technology adop'on”
-‐ Michelle Bruno
Takeaways
• Take a couple min to write down what 2 things you will takeaway from today’s session?
• What one person have you added as a connection and/or resource?
Connection & Resources
Eric LukazewskiEchelon Designechelondesigninc.com@ericlukazewski@EchelonExhibits bit.ly/SM_iBook
Desiree LehrbaumLumen Consultinglumen-consulting.com@lumendesiree
bit.ly/SM_Infographicbit.ly/SM_PDF
get all resources here
bit.ly/SMToolbox