Tag Archives: Tradeshows

How Live-Tweeting from Events and Tradeshows Can Boost Exposure

The efficacy of social media is generally underrated by the B2B marketing community. Too often the common consensus when it comes to building a social media presence, regardless of the goal, is to post relevant industry trends, relay company news, and perhaps distribute a few original blog posts every now and again.

10Fold has addressed best practices in ’Building a Social Media Plan – Content is King’ and ‘How Do I Prioritize Social Media Metrics?’ and now we’re focusing on  the power of live-tweeting from industry events. Tradeshows and other industry events are some of the most powerful opportunities to borrow credibility and exposure from an event and showcase your brands thought leadership. However, every time events like IoT World, VMworld, and Brainstorm Tech come around, to name just a few, Twitter is full of tweets that clearly don’t fully leverage the reach of the event. Find 10Fold’s best practices for live-tweet events below.

Before
Before heading to the event there are some obvious but often overlooked steps to take. For a start, make sure your brand’s followers and your colleagues know you will be attending or presenting to maximize engagement and reach! For starters, this means promoting your company’s presence at the conference or tradeshow across all social channels at least two weeks before the event. Be sure to share key details such as your booth number, speaking sessions or panels and the times and dates of any activities you are involved in. And don’t forget to share the event hashtag in all posts, and handle in some posts, to ensure that attendees following the conversation are in the know.

If someone from your company is speaking during the event, use their presentation deck or talking points to pre-draft content so you don’t have to worry about typing as quickly as the presenter can speak (your thumbs can only move so fast!). Make sure you have the speakers’ Twitter handles readily available so you can tag them in posts during the show.

We also recommend drawing up some notes on major topics and stats to reference so you’re armed with plenty of knowledge on the topics that will be covered before you start live-tweeting. You can save your pre-drafted tweets in your preferred notes app, like Evernote or Google Docs, so all you have to do is copy, paste, and attach a photo before sending out the tweet. Trust us, your followers and anyone seeing your tweets for the first time, based on use of the event hashtag, will be impressed by how many well-written and thoughtful tweets you were able to post. This will help you avoid random posts like the following:

Last but not least, make sure to charge your phone and pack a portable charger! Tweeting all day will suck up your battery, and you don’t want to miss anything important while you’re charging your phone in the corner!

During
Be prepared for and be on the look-out for fast-emerging opportunities such as a spontaneous Facebook Live interview or entertaining activity at the booth that you should promote (see Itron at IoTWorld below).

In addition to using the event hashtag in every post so that attendees following the hashtag will see your posts, also use other relevant hashtags to broaden your audience and attract engagement from Twitter users who are in your same industry but aren’t attending the event. For example, during IoT World the following hashtags would be most appropriate: #IoTWorld, #IoT, #IIoT, #SmartCities and #SmartGrid.

It’s easy to get distracted by all the sights and sounds of a tradeshow event, but don’t forget to capture all the excitement for your tweets! Take several photos and videos of speaking sessions, panels, the tradeshow floor and of course your booth and signage showing attendees, media, partners, customers engaging with your brand. Remember, either clear your beloved cat photos or store your event images on the cloud or a laptop when your phone starts running out of space while you’re at the show!

Although your pre-drafted tweets will be really helpful, don’t forget to draft occasional live posts the relate to the event at large and not just your company. These posts can catch humorous, on-the-spot insights and quality quotes from speakers and panelists. Listen for great one-liners or comments that nicely sum up an issue or industry and be sure to include comments from notable thought leaders. Tweet these nuggets and tag the speaker. This can boost your engagement and increase your chances of gaining followers during the event.

Typos and mistakes can happen when you’re tweeting up a storm. Have a colleague proofread your posts before you hit send. If you’re solo at the show, text the content to your colleague or a trusted copy editor. Unfortunately, Twitter doesn’t allow users to edit posts and you don’t want to delete content after it has already received engagement.

After
The fun doesn’t stop when the event ends! Remember to tag and mention the event panelists in posts recapping their ideas and attendance, as well as any reporters and analysts that may have stopped by your booth. This may seem like a small gesture towards these individuals, but it helps to maintain your brand in the minds of these influencers, and firmly establishes that you will engage with them and their content in future interactions you have. Taking every step possible to maintain influencer relationships can lead to great results. Find more information on that in Reciprocal Relationships: The Key to Influencer Partnerships that Work.

This will give you a great starting point for your live tweets, but there’s so much more for us to cover! Come back to the blog soon or subscribe to our blogs newsletter below for more content on ghost live-tweeting, measuring your social media programs success, and many more B2B PR and marketing insights!

By Katrina Cameron  and Tyler Trainer

3 Ways to Maximize Your Tradeshow Spend

Brands can spend big money on trade shows between attending and sponsoring. Depending on the show, it can be as little as $5K or up to $250K, and that money is typically spent coordinating travel, accommodations, the booth (don’t forget the $1K Wi-Fi, too!) and giveaways. No doubt, trade shows are a great opportunity for building relationships with prospects, learning from industry leaders, checking out competitors and building brand visibility. But, you haven’t even arrived yet, and already, the pressure is on to get a return on your investment. So how do you avoid a boondoggle and make the most of your trade show spend?

Brands can spend big money on trade shows between attending and sponsoring. Leverage that value! Click To Tweet

Advance Prep—Leverage Your PR Team
After you’ve booked your show, it’s time to dive into preparations and build a tailored game plan. Leveraging your PR team is critical, especially if you’re launching a product or service at the show or nominating for the event’s award program. Many brands will leverage a leading industry event for a launch to capitalize on captive media covering industry news and trends coming out of a show. Your PR team will help you lead in press release development, messaging and launch coordination.

Many shows also promote themselves through an official event app or social media handles, which you can harness to your brand’s advantage. If your trade show offers an app, leverage it to engage with attendees before they even hit the show floor. If the event has a social presence, utilize it. You can begin engaging in the run up to the event through official event hashtags, and notifying your followers of your presence, demos, special giveaways, booth location, meeting times and other show news.

Also, awards programs connected to the event are another great way to increase visibility among attendees who may get to vote for best in show, or are privy to additional visibility and product/service messaging by finalists and winners—which could be yours, if you nominate!

Speak up—Thinking About Thought Leadership
If you didn’t submit during the show’s open call for speakers months ago, be sure to pursue thought leadership opportunities that are offered as part of sponsorship packages. Typically, this varies depending on sponsorship level –it could include panel participation or a headlining stage spot. This is an opportunity that you don’t want to leave on the table! Stage presence by executives is critical for every brand, as it gives an opportunity to display leadership on an issue, trend or problem and give actionable expert insight. Your brand can further amplify this tactic by inviting a customer or partner for a joint speaking opportunity, which audiences love as they get to hear real-world case studies and learn best practices.

Should your executive command the podium at the event, be sure to capture it with video footage, if the show organizers allow. This recording can be used for social media postings and other various post-event marketing and communications initiatives, such as on your company’s blog or YouTube channel. If it involves a customer co-speaker, it could be repurposed into a customer video case study, too.

Be Social—Media Meet and Greets
Beyond customer prospects, media and analysts also attend trade shows—and they want to hear from you. Leverage your PR team to pitch and secure briefings for attending executives. In-person briefings are great ways to build and or strengthen relationships, and one-on-one face time is important. Do not be discouraged when media want to keep their show schedules “loose,” which can happen at larger shows. While media and analysts may try to control their show schedules, don’t be deterred by those who prefer more “organic” meetings not dictated by a clock. Be ready to greet them at your booth when they stop by unscheduled. Walk the halls and seek them out for conversation. Approach them at the press luncheon or opening night happy hour. And don’t forget other social promotions of your brand at the show. Posts on Twitter, Facebook and LinkedIn prior to and during the show can drive booth traffic, brand visibility and attendees to an industry panel that your CEO is participating in.

As you’re making your list of what you want to accomplish at the show, it can quickly grow beyond the important tactics outlined above. And that’s OK—trade shows offer the unique combo of out-of-the-office learning, networking and socializing. It’s critical to be prepared to maximize these opportunities and stick to a comprehensive strategy.

As the trade show winds down, it’s important to not let the momentum wane. There can still be just as much to do post-event as there is pre-event. Your brand may want to consider issuing a post-event multi-media press release or a blog that shares insights and takeaways from the event. And don’t forget the post-mortem—a tactic that communications teams like to hold post-event to capture and address resulting action items and key learnings, which can be applied for the next show—as soon as your feet recover!

By Alison Flood

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