10 Social Media Tips toComplement Your Trade

Show Presence

Presented by McGrath/Power Public Relations

1 Make sure it’s “sociable”Understanding, in advance, the online buzz around a conference will help set expectations for the levelof engagement during the show. If no one is talking about the event online, it may not make sense tomaintain a social presence. Your messages could go into a black hole. In the case of Dreamforce 2014,where we handled social media efforts for our Client LiveOps, there were more than 37,000 tweetsdiscussing the hashtag the month prior to the show. It made sense to socialize!

37,818 Mentions of #DF14

88% FavorableSentiment

Create a plan of attackPut together a comprehensive plan, which covers all of the show details –from primary company messages that will be incorporated into social posts tokey audiences to target to sessions you would like to live tweet from. We alsoinclude a daily check list of items we’re going to accomplish on social, suchas capturing short video clips, posting images to Instagram and monitoringthe show hashtag hourly to identify trends to discuss, attendees to engagewith and messages to share.

2

Bring the right equipmentThe plan will help you prepare for the type of content you’ll capture atthe event. Make sure you bring a video camera, digital camera andyour phone to capture visuals. While smartphones help withon-the-fly tweeting, you’ll need your laptop to upload videos and workon lengthier copy, such as blog posts. Don’t forget chargers!

3

Find your social media command centerIn between sessions and walking the expo floor, find a spot away from thechaos. This will allow you to concentrate on blogging, posting more robustmessages and engaging with attendees on social channels. Make sure thelocation has a strong Wi-Fi signal and outlet to recharge your devices;otherwise, you’ll find yourself packing up and moving elsewhere.

4

Embrace the hashtagIf you aren’t using the conference hashtag in every tweet, Facebookupdate, Google+ message and Instagram post, it’s all for naught.Why? Because you won’t show up in the show’s dialogue andattendees may not engage with your messages. Also, make sureyou double check the hashtag, as they can change year-to-year.

#DF14

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Follow the 4-1-1 conceptOnce you’ve found your spot and you’re locked on to the hashtag, it’s time tolive tweet! We follow the 4-1-1 rule and make sure to maintain the conceptduring events across all of our social channels. While you need to drive traffic toyour booth, you also need to discuss trends coming out of the show whileengaging with attendees, including partners and customers. This provides valueto your followers.

Share

Retweet

Tweet

new pieces of content

one relevant tweet

one self-serving tweet

6

Use visuals to increase engagementOur most popular social updates from Dreamforce included at least onevisual, whether it was a Vine video of booth staff encouraging attendees tostop by or a photo album documenting the event. Make sure you capturequick video clips and images to increase engagement on your socialupdates.

7

Try new apps; know their limitationsThere are always new social media tools, services, apps and more beingannounced. Know the latest so you can leverage it during the show. Forinstance, we were able to use Hyperlapse to capture fast-motion videos.However, it’s not easy uploading them to Twitter. Know their limitations,but also know the workarounds.

8

Wrap it all up in a blog postOnce all is said and done, take a look back at the trends coming out of theevent. Use those to develop a blog post that shows how your brand ties intothe trends. This will demonstrate thought leadership and carry on theconversation long after everything is packed up.

- LiveOps CEO

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Be prepared for next yearFollowing the show, create a report which analyzes the activities that took place on your socialchannels and the results that came out of it. This will reveal challenges and opportunities for nextyear. For example, we noted that visual elements increased engagement, and we’ll make sure toincorporate more of that into our plan this year.

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Thank you.Presented by McGrath/Power Public Relations