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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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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

2

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Who really matters in our lives…

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Who is Pitney Bowes?

Imag

e b

y @

Cole

tteC

ote

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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 b

y @

sam

ule

jsm

ith

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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 Aneta.Hall@pb.com

Blog: www.AnetaHall.com

Twitter: @anetaH

LinkedIn: LinkedIn.com/in/AnetaHall

Lucy Hackman

Email Lucy.Hackman@pb.com

Blog: lucyhackman.wordpress.com

Twitter: @LucyHackman

LinkedIn: LinkedIn.com/in/LucyHackman