ROSE MARY MOEGLING Manager of Customer Engagement Toshiba America Medical Systems, Inc. How Toshiba Medical Increased Meaningful Tradeshow Engagement by Using Social Media
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Session Title
ROSE MARY MOEGLINGManager of Customer EngagementToshiba America Medical Systems, Inc.
How Toshiba Medical Increased Meaningful Tradeshow Engagement by Using Social Media
Rose Mary MoeglingManager of Customer Engagement, Toshiba America Medical Systems, Inc.
3
Results – 2013 versus 2014 video views
What You Need to Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork. !
180% Increase in Video Views15.88% increase in Twitter engagement
Total Views
10 Videos in 2013 (2 minutes long, with varying messages) 1,501
7 Videos in 2014 (20 seconds long, with cohesive messages) 4,208
Relative Difference 180%
RSNA 2014
5
The challenge
• Nearly 700 exhibitors
• 53,000+ show attendees
• 2,100+ tweets/day at peak during 2013 event
6
The Challenge
• Nearly 700 exhibitors
• 53,000+ show attendees
• 2,100+ tweets/day at peak during 2013 event
How do we make sure we are HEARD during one of the noisiest
events in our industry?
7
Finding our opportunity
What are our average engagement rates by channel?
What are our engagement rates during RSNA?
What content type gets the most engagement?
When do people engage with us on each channel before, during and after a show?
8
Finding our opportunity
What are our average engagement rates by channel?
What are our engagement rates during RSNA?
What content type gets the most engagement?
When do people engage with us on each channel before, during and after a show?
Video emerged as the best opportunity.
9
DURINGBEFORE AFTER
Begin posting show teasers
Begin attracting before the event
November
15Increase posting
frequency and release new teasers on
predictable schedule
October
15November
30Deliver on the promise of the
teasers
December
5Recap what was
shared and provide followers with next steps to keep them
engaged
December
15Collect data —evaluate what
worked and what didn’t
10
2013 video strategy
• 10 videos
• 2 minutes in average length
• Tried to answer everything about the product
• Long intros, focused on company logo
11
Video performance in 2013
267
98 94
68%
62%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
50
100
150
200
250
300
< 60 Seconds 60-90 Seconds >90 Seconds
Average Percent of
Videos Viewed
Average Views Per
Video
12
2014 video strategy
• 7 videos
• 20 seconds in average length
• Uniform company messaging
• Concise business unit messaging
13
Results – 2013 versus 2014 video views
What You Need to Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork. !
180% Increase in Video Views15.88% increase in Twitter engagement
Total Views
10 Videos in 2013 (2 minutes long, with varying messages) 1,501
7 Videos in 2014 (20 seconds long, with cohesive messages) 4,208
Relative Difference 180%
14
Results – 2013 versus 2014 booth traffic
What You Need to Understand: By teasing out just enough information to create curiosity and intrigue in the videos, we increased the number of attendees who came by our booth.
!
12.6% Increase in Booth Traffic
Top takeaways
Use data to determine the content your followers will engage with most.
Make sure your social media strategy complements what is being delivered through all other channels.
Thank YouRose Mary Moegling@rmercer
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