How to Create, Equip & Manage an Event Tech, Mobile & Social Media Toolbox Increase Engagement, Decrease Cost & Improve Attendee Experience

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