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THE EVENT DIGITAL
& SOCIAL MARKETING
SPECIALISTS
1. Attract more visitors
2. Sell more exhibition space
3. Increase revenue from exhibitors (eg become
a Location Based Advertising sponsor)
SINCE 2011 WE HAVE HELPED TRADE SHOW
ORGANISERS & CONFERENCE PRODDUCERS
If you need to enhance awareness of your event, drive
registrations from your top target companies, attract the
right exhibitors or want to expand your event’s presence
into the digital realm, our integrated Event Marketing
solutions have been tried and tested and our expert team
is ready to take on and assist you in overcoming your
challenges.
ABOUT THE
SOCIAL EFFECT ● B2B & Event Marketing Agency
○ Established in 2011
○ 32 Employees (UK, France, USA,South Africa)
● Core Social & Digital Services
○ Social Listening & Insight
○ Social Communities
○ Social Media Management
○ Outbound Social Sharing
○ Data Enrichment
○ Paid Media
■ Account Based Marketing Social Advertising
■ Location Based Mobile Advertising
■ Retargetting (Social + Google)
SOME OF OUR
TRADESHOW &
CONFERENCE CLIENTS
Our Approach starts with research - Social Listening,
LinkedIn Advanced Search, Social Media Audits and good
old fashioned reading -to best understand you and your
target audience.
We distill this research into a digital strategy that will help
you meet your goals.
This strategic framework then comes to life when we
combine our creative and technical expertise to create the
digital assets required for a successful campaign.
From here we put the campaign in motion. All systems go!
There is no ‘Set it. Forget it’ at TSE. Through constant
measurement and monitoring of our campaigns we gain
valuable insight that we plow right back into the strategy,
constantly iterating on all aspects of the campaign to insure
optimal results, be that Event Registrations, Exhibitor Sales
or Brand Awareness
OUR APPROACH
Creative &
Digital
Execution
Measurement &
Insight
Research &
Strategy
Data lies at the heart of our approach to digital
Event Marketing, and informs every decision we
make.
Although our suite of solutions can each be
implemented on their own, each solution is
complementary to the next.
When used together, our Digital Event Marketing
services offers a multi touch, omni channel, data-
driven events marketing solution.
Through crafted messaging and customer
journeys that reach your prospects on a variety of
channels and in different situations, we are able to
inspire action and provide deep insight on the
target audience.
OUR EVENT MARKETING
ECOSYSTEM
DATA-DRIVEN STRATEGY
INDUSTRY RESEARCH
SOCIAL MEDIA AUDITS
SOCIAL MEDIA AUDITS
Do you know what’s working, what’s failing and what can be improved upon across your social media channels?
No?
That’s where a careful social media audit can help.
We conduct a systematic examination of social data to discover, categorize, and evaluate all the social talk about your event and the efficiency of your existing social media presence. This approach captures what visitors are saying about an event, what competitors are doing on social media, and what your brand is doing.
We mash up these insights and provide actionable recommendations on how get your social media presence to best serve your objectives.
SOCIAL MEDIA STRATEGY
SOCIAL MEDIA STRATEGY
Are you muddling about, lost and confused in the Social Media wilderness?
Does your event have a Facebook, Twitter, LinkedIn or Instagram presence, but you fail to see actual ROI from your activities?
Are your Directors sceptical about how these ‘new’ technologies can be put to work to help market your exhibition space or drive registrations to your next event?
We can help you. With our goal driven approach to Social Media Strategy, we’ll start with answering the ‘Why?’ of social media for your event and drill down from there into the ‘What’, ‘When’, ‘Who’ and ‘How’.
The end result is a clearly defined Strategy, that aligns to your goals and helps you create awareness, drive registrations and sell exhibitions space.
DATA ENRICHMENTOur Data Enrichment services complete your visitor and prospect databases with the information required to take them to the next phase of the sales cycle.
Never suffer the frustration of incomplete visitor or prospect lists again!
Our team of data specialists use a combination of public & private data sources and proprietary email identification software, to enrich your prospect lists or event attendee database with the data you need to best advance your prospects to the next step in the sales cycle.
DATA ENRICHMENT FOR SALES ENABLEMENT Data includes:
- Job Titles
- Employer / Company
- Social profiles
SOCIAL LISTENING & INSIGHTDiscover new content marketing opportunities, uncover rich insights into your existing audience, track the efficiency of your content marketing programs and track the viral success of your event marketing
Gain real insight into the content you visitors are engaging with and the social platforms they are spending their
time on to maximise your digital/social investment
Discover what people are saying about your brand, your products or the topics that interest prospects in your industry.
Through Social Listening, global internet traffic is monitored for the use of your defined list of keywords from the following sources:
TwitterNews sitesForums Facebook (No access to historic data)YouTube (No access to historic data)BlogsReview Sites
Social Listening data can be expressed by
volume of impressions, engagement, posts
and sentiment
Keyword
Volume by
time
Social Listening data can be expressed by volume of
impressions, engagement, posts and sentiment
Wordclouds
SOCIAL LISTENING
Social Listening can help you identify the top influencers for your content or keywords, the geographic location of your key audience and identify the most viral content in the category
Key Influencers
Geographic
Location
Top content
SOCIAL LISTENING
CHANNEL ANALYSIS
Where are your visitors/exhibitors engaging? Which channels do they prefer and what type of content do the consume on these channels?
CONTENT ANALYSIS
What type content should you be producing to maximise visitors/exhibitors engagement? Through the use of our Social Listening software, we can determine the most popular formats for your content topics.
SOCIAL PRESENCE MANAGEMENT
SOCIAL COMMUNITIES
Create vibrant online communities around your trade show, bring
your visitors & exhibitors together in a digital environment. Social
Communities are powerful assets for your events, that provide 24/7
365 touchpoint with your stakeholders.
Online Communities and Groups offer value by:
● Reducing visitor and exhibitor recruitment costs
● Creating vibrant communities of interested parties and
stakeholders where ideas and content can be shared
● Differentiates your event with a year long social customer
experience
● Providing a distribution channel for your content marketing
programmes
● Acts as a springboard for Social Selling Programs
● Facilitates deeper understanding of your event audience
● Allows you to collect ideas for new installations, features or
exhibitors
SOCIAL COMMUNITIES
FOR EVENTS
Content Balance
80% of the community content is member
generated/inspired and 20% branded or
supporting campaigns or promoting events
webinar
Moderating
The Community Management team gate-
keeps, only allowing targeted members and
assures that all content is on topic and
appropriate.
Nurture in
The Community Managers uses high-touch,
high-volume one-on-one relationship
building methods to build repeat
engagement and to leverage social selling
opportunities
Planning
Align community plan to client
marketing strategy, so community
supports campaigns, events, content
marketing & sales goals
Positioning
Position/theme the community around
your target members deep professional
needs, challenges & aspirations
Growth
Aggressive and highly targeted member
recruitment will drive a consistent flow
of new members (prospects) into the
community
SOCIAL COMMUNITIES - OUR APPROACH
SOCIAL COMMUNITIES IN ACTION
Event Promotion Content
Industry related Discussion posts
We engage group members with relevant industry related topic discussions. Vibrant communities with engaged group members are great testing beds for new ideas or feedback.
Community members have year long content with your brand, making them ideal early recruits for your event.
SOCIAL MEDIA MANAGEMENT
Is your B2B agency a one trick pony?
For many LinkedIn is the only valid social media platform for B2B marketing. Here’s why they are wrong:
Although LinkedIn has a higher effectiveness rate for B2B Marketing, attention and engagement rates on Facebook, Instagram and Twitter far outpace those of LinkedIn. We help you to develop a holistic Social Media presence across various social media channels, providing more opportunities to reach your target audience.
SOCIAL MEDIA MANAGEMENT
Social Media provides the connective tissue for conversations and discussions around your event, pushing content to
potential and registered attendees and providing various opportunities for engagement.
For each event we work with our clients to develop a Social Media Strategy with specific goals and guidelines for the
Pre-, During and Post Event phases.
PRE-EVENT
POST EVENT
DURING EVENT
INTRIGUE
AGGREGATE
INFORM
BROADCAST
Intrigue potential attendees through presentation of the value proposition of the event and tease with behind-the-scenes content
Inform potential and registered attendees about what’s on offer at the event. Includes: Exhibitors, Seminars, Special Installations and more.
Provide live updates to entice potential attendees still on the fence and a platform for attendees to discuss and ask questions.
Aggregate the content from the event on our social platforms, providing another opportunity to spark and continue conversation.
OUR EVENT SOCIAL MEDIA MANAGEMENT APPROACH
During the months in the run up of the event,
Social Media posts are used to:
1) Drive registrations
2) Inform registered and potential attendees of
the various reasons to attend - seminars,
special speakers, show highlights and
exhibitors.
3) Engage with various stakeholders
In the weeks and days just before the event, the
focus intensifies on registration and the
informational content shifts to matters that more
directly affect the attendees experience of the
event - such as where to download event apps,
schedule sales meetings or book seminars.
SOCIAL MEDIA MANAGEMENT
- PRE EVENT
INTRIGUE
INFORM
FACEBOOK &
Installations, venues,
exhibitors and seminars
are captured through
photographs and short
text posts on Facebook -
keeping stakeholders
informed throughout the
duration of the event.
SOCIAL MEDIA MANAGEMENT
- DURING EVENT
EVENT PROMOTION
NOTIFICATIONS
EXHIBITOR
SPOTLIGHTS
FACEBOOK LIVE
Live Broadcasting of the event through on Facebook Live.
- Exhibition floor walkthroughs
- Broadcasts of key seminars
- On the floor interviews of selected exhibitors
*Dependant on Wifi availability at the event
Twitter is where the pulse of big events lives. Live Tweeting
of an event raises brand awareness, increases engagement,
and draws attention to an event or campaign as it happens.
SOCIAL MEDIA MANAGEMENT
- DURING EVENT
REMEMBER THE
EVENT HASHTAG!
FACEBOOK, TWITTER & INSTAGRAM
Key topics, reactions and highlights are
curated from the event. New content is
created to continue these discussions and
retain the audience’ interest long after
the event.
LINKEDIN GROUPS
Highly engaging content from the event
and popular topics from seminars are
repackaged as discussion starters in the
group - extending the conversations
started at the event into the digital realm.
SOCIAL MEDIA MANAGEMENT
- POST EVENT
PAID MEDIA
ACCOUNT BASED SOCIAL ADVERTISINGPrecision Targeted Personalised Ad campaigns
Account Based Social Advertising is a unique Account Based Marketing Approach that leverages publicly available social media data to create custom audiences of prospects for social advertising campaigns.
ACCOUNT BASED SOCIAL ADVERTISING
Example Custom Audience
Account Based Social Advertising is ideal for visitor recruitment.
It enables us to:
• Target specific companies and Job Titles
• Use Programmatic & Personalized advertising/content journeys based on target audience segment
• Offers the lowest CTR & CPC
All on Facebook, Instagram and on Mobile website through the use of the Facebook Audience Network. The exact digital channels where people spend the most time.
ACCOUNT BASED SOCIAL ADVERTISING
Retargeting allows us to
serve ads to members of a
custom audience after the
event. Retargeting works
through the creation of
Custom Audiences on
Facebook using a variety
of data input.
These Audiences can then
be retargeted (served ads)
on Facebook, Instagram
and in various apps and
mobile websites through
the Facebook Audience
Network.
Email Addresses from attendee records,
client databases or obtained through our
Data Enrichment or Content Marketing
programmes.
Pixel
Facebook Pixel codes are placed on
landing pages or website. These Pixels
anonymously collect visitor data into a
Custom Audience in Facebook.
Users only remain within the audience
for 180 days after having visited the site.
Facebook keeps the user data
anonymous and the data can not be
downloaded for use on a different
platform.
Mobile Device ID
Mobile Device IDs
obtained from
GeoFence
campaigns.
USER DATA WEBSITE VISITOR DATA
RETARGETING AUDIENCESRETARGETING
LOCATION-BASED MOBILE ADVERTISING
LOCATION BASED MARKETING
For Event Organisers
How much would your key exhibitors and sponsors pay to increase the amount of event attendees visiting their stands?
We can help you increase your event revenue by offering key sponsors & exhibitors location-based advertising sponsorship.
For Event Exhibitors
Get more event attendees to visit your stand.
Increase awareness of your exhibition presence and drive them to visit your stand by targeting event attendees at the venue and at their hotels with mobile location based advertising.
MOBILE ADS
CAMPAIGN
LANDING PAGE
YOUR STAND
Attract high numbers of visitors to your stands, or those belonging to key exhibitors and sponsors through geographic mobile ad targeting.
How?We serve ads on Facebook, Instagram or mobile websites when visited from a mobile device within a defined geographic area of 1 mile radius or more.
Geographic area?Through the use of GPS co-ordinates, wifi and cellular data, we are able to place a geographic ‘fence’ around an area - such as a Exhibition Hall, venue, hotel or an airport.
LOCATION BASED MOBILE ADVERTISING
MOBILE WEBSITES
VIDEO ADS - MOBILE
NEWSFEED
WEBSITE CLICK ADS - DESKTOP
NEWSFEED
Facebook and Instagram provide unparalleled reach at competitive cost. The are perfect for geofence campaigns as event attendees are likely to scroll through their Facebook newsfeeds in relaxed moments throughout the event duration.
Facebook has a wide variety of Ad formats that can be used to connect with your Audience:
1. Facebook Video Ads 2. Website Click Through Ads 3. Lead Generation Forms
(Collect information from attendees in short surveys or use to enter a prize draw)
1. Canvas (Provide rich media experiences on quick loading Facebook landing pages)
GEOFENCE AD FORMATS -
Mobile Ad Banners are served in various formats:
● Standard Wide Banner● Half Page Banner● Interstitial ● Interscroller.
Banners can be in the form of static images, gifs or video -formats tailored to your campaign objective and messaging.
BANNER
GEOFENCE AD FORMATS -
MOBILE WEBSITES
HALF BANNER
INTERSTITIAL
Website Visitor Custom Audience
Email List Custom Audience
Mobile Device ID Custom Audience
REMARKETING AUDIENCES
Mobile Banner
Ads
Campaign landing Page
Ads
EXAMPLE CAMPAIGN FLOW
OUTBOUND SOCIAL SHARING
“Highly recommended as a disruptive marketing tool that hits the target audience in a minimally invasive and informative manner”
- Ray Bugg, Director of Scot-Tech and the organizer of Fintech Scotland 2016
What if you could send precision targeted and personalised event invite messages to your ideal event visitors at scale?
Through the use of LinkedIn’s Advanced professional search, LinkedIn’s share feature and our proprietary software, we are able to help you do just that.
OUTBOUND SOCIAL SHARING
You’ve heard that multiple touch points are the secret to brand recognition and message retention, right?
Our Outbound Social Sharing message reaches your ideal event visitors three times:
- On the LinkedIn mobile app that generates a push notification on your mobile device
- Through a LinkedIn email in your inbox- On the LinkedIn platform itself, though
notifications.
Best of all, Outbound Social Sharing requires No Opt-in agreement.
RESULTS? Past Campaigns generate CTR between 10-15%
OUTBOUND SOCIAL SHARING
LINKEDIN MOBILE PUSH NOTIFICATION
LINKEDIN MESSAGE
INBOX EMAIL
OUTBOUND SOCIAL SHARING AND RETARGETING
THANK
YOU
Regan George- CEO
FOLLOW US ON SOCIAL MEDIA
@thesocialeffect_co
