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Diversifying Tactics to Strengthen Your Event Marketing Plan
1. Diversifying Tactics to Strengthen Your Event Marketing Plan
Alex d’Archangelo, Marketing Design Group
2. What we’ll discuss
Developing an effective social media campaign
Media: favorites & new platforms
Tactics & tools: pre-, onsite and post-event
Decentralizing to meet objectives
To-do for next show cycle
3. Hello, my name is
Alex
• Sr. Account Executive & Social Media
Strategist at Marketing Design Group
• Formerly with show organizer Messe
Frankfurt, Inc.
• Over 10 years of experience
promoting & producing events in
Canada, the U.S. & France
• Background in textiles, apparel
& fa-fa-fashion
• Tweet me! @adarchan #MDGlive
4. What about you?
Your name & affiliation
How long you’ve been in the industry
What social media channels you’re using personally
and professionally
#MDGlive
5. What is the driving force between B2B
event marketing strategy?
6. Centralized
About
Various show units feed information to the communications department
(marketing, PR, social media)
The marketing department manages strategy and execution with very little collaboration
Advantages
Consistency in messaging
No real need for policy and guidelines
Good for a consistent customer experience/ rapid response
Disadvantages
Appears inauthentic
Too focused on sales and marketing messages
Fewer people are empowered and therefore opportunities are lost
#MDGlive
7. Decentralized
About
The middle hub is still the communications department (marketing, PR, social media), but
has a different role.
The show units are given individual freedom to establish strategy and execution
Advantages
Allows social media to develop under umbrella of best practices
Allows you to tap into your entire team
Is authentic
Disadvantages
The brand message is less consistent
Requires framework and guidelines, social media training
Collaborative work culture must develop
#MDGlive
8. Engaging the troops
3 Critical Elements
• A clear mission that links to
the cause
• Purposeful & sustained
outreach program
• Troops must own the mission
• (@Jcopulsky)
#MDGlive
19. Sandbox Covenant
• Described in Open Leadership, by Charlene Li (@CharleneLi)
• Clearly defined boundaries and agreed upon rules make it a safe place to play
• How big will the sandbox be? What would you like to accomplish?
• Covenant vs. policy or contract
#MDGlive
22. Repurposing content
• @Couture_jeweler’s “First #Packing twitter Contest” photo album on facebook
• Repurpose from other social networks
• Repurpose from other channels #MDGlive
23. #Hashtag
• On Twitter & other social networks
• On your print pieces
• LIVE on signage, show directory #MDGlive
32. Attendee Relations
• Back to @MercedesGPC
• @TexworldUSA was listening and
embraced the opportunity to surprise
and delight an attendee
• Turned an influencer into an
evangelist
• Continues to attend, bring buyers &
customers and speaks to standing
room only audiences at the show
#MDGlive
35. What’s new?
How to integrate new channels
Share same content across several platforms
Timeline/calendar for content
Decentralize
Create ambassador programs and leverage your
Partners in Promotion
#MDGlive
36. Partners in Promotion
• Provide speakers, exhibitors, vendors with the tools to promote your show to their audiences across their
platforms
#MDGlive
37. Build Your Brand
#Hashtag
Position a spokesperson
Join the conversation. Or #CreateOne
#MDGlive
38. #textiletuesday
• A weekly chat #hashtag for textile
community – apparel through
technical textiles
• Created opportunity to share more
industry and show news
#MDGlive
39. Generate leads
Sales & Education listening too
Reconcile online community with CRM via
registration & survey questions
List building
#MDGlive
40. Effectively using social media onsite
Manage expectations: what will be monitored
Have a plan: who is doing what?
Twitter: the most bang for your buck
#MDGlive
41. Geolocation check-in
At-event
Photo-ops
Listen, respond, share –
real time!
Be helpful: pre-schedule
housekeeping tweets
Live microblog education
Online & offline
#MDGlive
42. Social media listening & engagement
Set preferences to notify you of new mentions
Google alerts
Socialmention.com
Dashboards
Mobile apps/dashboards for monitoring onsite
#MDGlive
43. Metrics: where to start?
Followers/community members
Monitor for mentions
Use of #hashtag
Relationship to website traffic
Are your customers your community members &
vice versa
#MDGlive
45. What’s New?
Tablets: facilitate gathering
data onsite & make apps
more accessible
Facebook timeline for brand
pages
Pinterest & Instagram
Storify
Wireless everywhere
Image source: http://bit.ly/yBfLJz
#MDGlive
46. I want it now
Easy schedule app: Sched.org
Free online show daily: Paper.li
How to change your fb page for timeline?
http://on.fb.me/lwuNYl
Free social media dashboard: http://bit.ly/zsOPIu
Subscribe to MDG Inner Circle:
http://www.marketingdesigngroup.com/inner-circle/
#MDGlive
47. TO-DO for your next event
Sales people should be as easy to connect
with as marketing people
3Cs (Create a Content Calendar)
Make it easier for stakeholders to promote
your event – Partners in Promotion
you forget everything else)
(or what to remember if
#MDGlive
48. Diversifying Tactics to Strengthen Your Event Marketing Plan
Alex d’Archangelo, Marketing Design Group
Notas del editor
Holy trinity
summarize
Content marketing
KH
Jonathan Copulsky is the Global Chief Marketing Officer for Deloitte Consulting’s Strategy and Operations practice and the author of Brand Resilience, Managing Risk and Recovery in a High-Speed World.Military analogies are nothing new to the business world but Copulsky writes and speaks about brand management via counterinsurgency strategy.His three ingredients for engaging the troops and maintaining a unified front are:A clear mission that links to the cause. Share show wins & nfo with stakeholdersOutreach: internal & externalTrade show organizers should “that’s not my job” we’re all event pros
Or as Lee Wood referred to them last night – the Holy Trinity
Contestants had to: Post a picture of something yummy you’ve made, baked, cooked, decorated, etc. and describe it in a Haiku. Line1: 5 Syllables Line 2: 7 Syllables Line 3: 5 SyllablesWe partnered with an industry publisher for this so the winner was featured in Dessert Professional magazine. It helped grow our FB page from about 40 likes to almost 1000. (OK, JC, you might remember the actual numbers, etc. better). It was a good way to build up a community in a short period of time.
WinnerUses visual aspect of the wall, built a community.Baking instructor at a college, shared with relevant network. Linda’s point last night about not only making sure sites are updated /content rich but building a following as well.Also cross pollination from social media to traditional print outlet
Create a community, leverage your current community OR leverage a partner community for mutual benefit. Strengths are pre and post event.Attendee using affiliated textile trade show groups for suggestions of exhibitors to visit.Texworld USA group.Heimtextil attendee asking who will be there. I’m happy – activity in my group within our corporate suite of shows. Exhibitor gets to promote their booth to 750 members – this is a niche show with attendance of 3,000
Example of a DON’T: Influential buyer, blogger, apparel industry evangelist Mercedes Gonzalez telling Sourcing at MAGIC people she’ll be in LA for the textile show, but isn’t promoting @LATextile… maybe too early, but…We’ll come back to Mercedes later
(share or join links on everything)(monitoring tool)
pre-, at-event and post-show. Much of this can be anticipated, such as increased registration inquiries just prior to the expiration of the early bird deadline.-some anticipated, what will be monitored, not-which platforms will be focused on-drive traffic onsite: NAMM re: crowd control
Thx Charlene LiFlow of information – like an escalation policy-Have the most relevant person get back to them-Show account to indy-Indy to indy-Indy to show account
From flow of info;No SM policy phone book – not an excuse to avoid engaging.-use real name, listing show/association affiliations, view are your own, commitment to turning problems or easily fixable mistakes into opportunitiesWhen Microsoft first embraced blogging, for example, they decided to let any employee blog. They had an informal blogging policy that consisted of just two rules: “Remember the confidentiality agreement you signed when you became employed here,” and “Be smart.”-Messe Frankfurt, we trust in the sense & sensibililty of our employessNow, in response to demand – are creating a netiquette/dos & don’ts document
Invite people to join the lists, curated stream on an ongoing basis, not just during an event when # will be hot-use Linked in to search companies, groups, etc-used Linked in to verify CRM
Contests like the one from all things baking are a lot of work. The Couture Show – fine jewelry show by Nielsen Expositions is doing one right now to engage exhibitors and attendees by asking about what they’re packing.Getting more mileage by posting screen shots on facebook
-saw the shot from the couture show, bringing the hashtag over. Take every chance to make people aware of it.Healthcare Information and Management Systems Society
I have fleshed out the hub & spoke model here with various departments – each org is different. Also, you may or may not know that we are the marketing agency for Pivot, an innovative social media conference in NY. We want to stay focused on examples & best practices that can apply to a variety of shows.The decentralized social media model provides opportunity for all departments to be involved. If the idea of everyone being involved raises red flags for you, let me quell your fears by assuring you, they already are.With this in mind, let’s explore some opportunities for various departments and individuals to own the mission.
@davidaudrainBuy in, moral improve performance-not all members in social media, can use them is same capacity as press release
@BioEricMShould be as recognizable as marketing people-join groups, like, reply to posts-vet those leads
Japan External Trade OrgLike my former employer, Messe Frankfurt, you may have a network of employees around the world, or some appointed agents. While these troops may not be permanent employees, they are definitely part of the mission. Share: name, dates of show, title, contact info – share official coms, retweet show account
Anyone here from Freeman?Survey or tweets, some of feedback or comments are operations issues. Doesn’t matter how great the marketing is if it was impossible to get a coffee in the building before noon.Will touch on this re: flow of info, but have someone get back to them
Posts being Content driven3 different examples: simple announcement. Next two speak to why do you @reply? Instead of direct messaging or potentially taking it offline? Because more people might be interested in the infoMy Texworld USA fb wall story re: flow of information and having the most appropriate person reply. Fix it right the first time;John Gallagher – don’t mess with people’s money.
Most content rich people or depts. Not only participate in show groups but industry groups as well.Dedicated listening strategy, validate what you’ve been working on, speaker ideas*efficiency
Attendee relations –pret-a-porter, Who’s Next ParisSteven Deru – head of VIP buyer relations - discover new brands- discover and recruit new shops- follow the market (competitors, market studies...)It is very important for us in order to stick to the market/trends and to have a step forward!! – Linda & I were talking about how quickly this business moves!-Social media as relationship builders. Many of us have scampered around trying to get testimonials/quotes to use in a final report or brochure. Here, it can be positioned as, can we interview you? We’re doing profiles of important community members, people in the industry and publishing them to our blog. Sponsored blog posts with Apparel News – update on the advertorial
Central spoke/com management, CTAThanks @smyrnagirl & @carimcleanMeasure their ROI or ROO – increase traffic to websiteThat sustained outreach we talked about – Jen./healthcare blogger excited, buy inCustomer service/admin: no spoke - invaluable part of the follow up that keeps your community members and brand evangelists enchanted. Not in the that’s’ not my job business
Exercise
Provide exhibitors, vendors, speakers with tools
ROI vs. ROO-Journalists to tweet?People to check in, increase site to traffic, trackable registrations = paid web bannersShare your results internally and with stakeholders to increase ownership and results