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 setexpectations for the level of engagement during the show. If no one is talking aboutthe event online, it may not make sense to maintain a social presence. Yourmessages could go into a black hole. In the case of Dreamforce, where we recentlyhandled social media efforts for our Client LiveOps, there were more than 37,000tweets discussing 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, such ascapturing short video clips, posting images to Instagram and monitoring theshow hashtag hourly to identify trends to discuss, attendees to engage withand messages to share.

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

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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 surethe location has a strong Wi-Fi signal and outlet to recharge your devices;otherwise, you’ll find yourself packing up and moving elsewhere.

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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 to livetweet! We follow the 4-1-1 rule and make sure to maintain the concept duringevents across all of our social channels. While you need to drive traffic to yourbooth, you also need to discuss trends coming out of the show while engagingwith attendees, including partners and customers. This provides value to yourfollowers.

Share

Retweet

Tweet

new pieces of content

one relevant tweet

one self-serving tweet

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Use visuals to increase engagementOur most popular social updates from Dreamforce this year includedat least one visual, whether it was a Vine video of booth staffencouraging attendees to stop by or a photo album documenting theevent. Make sure you capture quick video clips and images toincrease engagement on your social updates.

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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, butalso know the workarounds.

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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 onyour social channels and the results that came out of it. This will reveal challengesand opportunities for next year. For example, we noted that visual elementsincreased engagement, and we’ll make sure to incorporate more of that into ourplan next year.

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Thank you.Presented by McGrath/Power Public Relations