PULLING POWER

What social media can do for B2B events

@TopLineFounder

WHAT SOCIAL MEDIA CAN DO FOR YOUR B2B EVENT

•Drive participation•Value to sponsors / exhibitors•Connect with people not attending

8 STEPS TO SOCIALISING A B2B EVENT

STEP 1: MAKE IT SOMEONE’S PROBLEM

•Social media is NOT free •It will NOT just happen•Someone needs to be accountable•But they need support and ‘buy-in’•And they need resources

STEP 2: INVESTIGATEResearch: •Where is your audience? •What is their need? •How can you meet that need?•Who is talking to them already?

Tools: •Search functions on LinkedIn / Twitter / Google•The telephone •Partner publications •Twellow.com•Browse LinkedIn groups•AllTop, Technorati, ecairn

STEP 3: IDENTIFY FRIENDSInfluencers and allies:•Editors and journalists•Colleagues•Exhibitors•Speakers•Advertisers and sponsors•PR people•Industry (Twellow)

Approaching them: •Gauge influence (Grader)•Online AND offline•Consider what’s in it for them?

STEP 4: CHOOSE YOUR MEDIA

•Twitter → lists, hashtags•LinkedIn → events, groups•Facebook → events, advertising, pages•Foursquare → badges, awards•Blogs → own and existing, guest•Slideshare → speaker presentations•YouTube → channels•Podcasts → speaker presentations•Mobile apps → custom, ots

STEP 5: GIVE A LITTLE •Retweet •Offer prizes •Stroke egos / #ff•Provide thought leadership forum•Badges•Organise a Twitter chat•Teach exhibitors •Stimulate discussion•Be regular

STEP 6: MAKE IT EASY

•Website integration •QR codes•Guides •Use offline (posters & collateral)•Push involvement opportunities•Showcase Twitter feeds

STEP 7: MEASURE

•Google Analytics•Survey attendees, staff and exhibitors•TweetReach •Grader•Community growth

Compare to previous events

STEP 8: ADJUST

WHY SOCIAL MEDIA CAMPAIGNS FAIL: •Lack of commitment•Falling at the first hurdle•Massive backfires•Lumped on the intern•Confused with spamming•Forgetting about the offline •Trying to cheat the system•Poor research•Responsibility not allocated

IF ALL ELSE FAILS, SEEK HELP

Social media consulting & trainingVideo production / Conference TV

B2B public relations www.TopLineComms.com

www.B2BSocialMediaGuide.com