how to create a successful pr, ar and social media strategy for mwc 2012

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Tips and Tools to Create a

Successful PR, AR and Social

Media Strategy for MWC 2012

www.shapiramarketing.com www.shapiramarketing.com

Agenda Presenters

Background on MWC

Set Goals

Social Media @ MWC

Social Media Tips

PR Tips

AR Tips

Use a Checklist

After the Show

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Nancy Shapira-Aronovic

The Founder and Manager of shapira marketing, a pr, ar

and social media agency for b2b

Former Director of Corporate Marketing for the Formula

Group www.formulagroup.com

20+ years experience in Marketing Management, AR and

PR and Social Media for Hi-Tech Companies

Lecturer on PR, Analyst Relations and the new rules of

marketing

Blogger on Marketing, Positioning & AR

http://shapiramarketing.com/blog

http://www.formulagroup.com/

http://shapiramarketing.com/blog


Patrick Smith – Joshua PR

Over 10 years experience of running and managing PR

and marketing campaigns

Founder of Joshua PR, previously UK MD of a

telecoms specialist PR agency

A proven track record of success through strategic

consultation and media relations

Launched Good Technology in Europe

Increased sale value of clients by over £50m

Ran campaigns for FTS, Flash Networks, Mobixell

Infogin, as well as UMTS Forum, iFone and End2End


Experience @ MWC

Personally attended 8 of the last 9 shows

When it was on the beach in Cannes

Hundreds of journalist and analyst meetings @ MWC

Over 140 interviews at the show for IXI Mobile in 2004

Thousands of pieces of coverage from MWC

Clients supported at MWC include:

Mobixell

Infogin

FTS

amdocs

UMTS Forum


Who Attends MWC

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Key Themes for MWC 2012

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Set Goals: Sales, Research, Brand

https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc

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Social Media @MWC: My MWC

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http://www.mobileworldcongress.com/interact/my_mwc.htm


Social Media @MWC: My MWC Attendees can begin using My MWC before the event to:

Connect: Network with other attendees prior to the event

Meet: Contact attendees and exhibitors with shared interests and setup on-

site meetings

Share: Follow conference sessions and engage in forum discussions

Plan: Create a personalised schedule including conference sessions and

meetings

This year, attendees will also be able to experience new My MWC

enhancements such as:

Creating and posting live status updates

Accessing a printable agenda

Enjoying enhanced search capabilities

Benefitting from improved contact approvals

My MWC will also be the sole access point to download conference

presentations after the event, so be sure to join My MWC during the

registration process.

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Social Media @ MWC

http://www.mobileworldcongress.com/social-media

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Social Media @MWC: Google+

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Social Media Tips: Web Marketing Pre-show web marketing

Develop a special section on your website to promote your participation in the

upcoming event

Promote this page in all printed materials and advertisements as well as through your

social media.

Create excitement through a pre-show contest or game giving an enticement to come

and visit your booth during the event.

At-show web marketing

Use twitter and facebook to create buzz for your trade show display

Have your website updated each day with event news, workshop recaps, speaker

summaries and other information so conference attendees and those who could not

come will get the latest news and information. This will position you as an expert and

key industry resource in your field.

Post-show marketing

Add photographs and streaming video of product demonstrations from your exhibit.

Interviews with current customers and testimonials from your event are also

powerful, credible ways to get your sales message across.

http://www.trade-show-advisor.com/trade-show-promotions-web.html

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Social Media Tips: Twitter Use a hash tag for the event

Use your website and marketing communications to let customers

and prospects know you will be tweeting about the trade show. Use

the #mwc2012 for the event so followers can easily locate your

messages and stay informed.

Schedule your tweets

Rather than tweeting everything live, use a Twitter scheduling

service so thing are less chaotic. Scheduling services allow you to

schedule the most important tweets in advance.

You and the other exhibitors participating in the Twitter promotion

can decide on an appropriate timing and then tweet live throughout

the show to complement the scheduled tweets.

http://www.trade-show-advisor.com/trade-show-marketing-

twitter.html

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http://www.trade-show-advisor.com/trade-show-marketing-twitter.html












Social Media Tips: Twitter Organize a tweet-up

To network with other exhibitors at the trade

show, organize a Tweet-up for attendees and

exhibitors. A Tweet-up provides a way for

followers to chat in person without the 140

character limit and make new contacts.

Let all of your Twitter followers know that you’ll be

organizing a Tweet-up and encourage them to tell

all of their followers. If possible, try to get a high

profile Tweeter to attend the Tweet-up because it

will generate a lot more buzz that way.

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Social Media Tips: Linkedin

RSVP for Trade Shows on LinkedIn Events

Check if your trade show has been listed in LinkedIn Events. If it has, RSVP for the event

and then see who else has RSVP'd for it. Cultivate relationships with those who have

RSVP’d by inviting them to connect with you on LinkedIn, following them on Twitter,

visiting their blogs, and arranging meetings with them at the trade show.

Check if the event has it’s own LinkedIn group

Join the trade show’s LinkedIn Group if it already exists, and if it doesn’t, ask the

trade show organizers to start one. Join conversations, provide links to any relevant

content you’ve produced, and post thought-provoking questions and updates on the

group’s page.

If the trade show doesn’t have its own LinkedIn Group, search for industry keywords

and join relevant LinkedIn Groups. Post updates on these LinkedIn Group pages to

find out if anyone will be attending the same trade show.

After the Trade Show

After the trade show is over, conduct your lead follow-up activities and include an

invitation for prospects to connect with you on LinkedIn.

You can use this professional networking site throughout the year to send out status

updates that keep you and your company top-of-mind. You can also include links in

your status updates to product videos, blog posts, special events, and PRs.

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Social Media Tips: LinkedIn

If the trade show hasn’t been listed in LinkedIn Events, post your own trade show

exhibit as a LinkedIn event and invite your connections to attend

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Social Media Tips: Use Linkedin Groups to Network

Check out Linkedin Groups:Join the

Discussion GSMA Mobile World Congress (The Official Networking Group)

The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on

LinkedIn for the world's largest exhibition and conference for the mobile industry. We

invite those who wish to stay in touch with contacts from the Congress. Next event:

February 14-17, 2011 Barcelona, Spain.

Owner: Julia Forsyth | 4,998 members | Share

Mobile World Congress - Get connected in 2010

MWC Barcelona 2010 - are you connecting?.

Owner: Mike Gannon | 1,083 members | Share

Mobile World Live

Mobile World Live is an exciting new online portal that will serve as the voice of the mobile

communications industry, and will extend the reach of the industry’s elite events, Mobile

World Congress and Mobile Asia Congress throughout the year.

Owner: Michelle Yeates (nee Lemon) | 525 members | Share

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http://www.linkedin.com/groups?gid=1180367&mostPopular=&trk=tyah

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Social Media Tips: Use Linkedin Groups to

Network Mobile World Congress (MWC) 2011 Networking

Mobile World Congress (MWC) 2011 Networking - a great platform for helping

all industry people in networking and making new connections.

Owner: Aviv Revach | 370 members | Share

MWC 2012 PR,AR and Social Media Strategies

A group to discuss preparing your PR, AR and Social Media strategy for MWC

2012

Owner: Nancy Shapira | 92 Members

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http://www.linkedin.com/groups?gid=4073168&trk=hb_side_g



http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top


Social Media Tips: Use QR Codes

A QR code is a specific matrix barcode (or two-dimensional code) readable

by dedicated QR barcode readers and camera phones. The information

encode can be text, URL (web address) or other data.

Here are 6 functional reasons why you should use QR codes at events:

An electronic conference brochure - On a press release, event

poster, marketing video, email blast, promotional products, or even a

Twitter/Facebook post include a QR Code with a link to a downloadable

PDF brochure.

Create a Link to Conference Website - Use any of the channels

identified above to distribute your link to prospective attendees. If your

event registration and/or housing process is online you can post links to

these locations as well.

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Social Media Tips: Use QR Codes

Conference Handouts - Post a QR code on the screen in the meeting room

and participants can scan whatever the session handout into their smart

phone.

Post Event Survey/Evaluation - Once again, post the QR code for a link to

the evaluation form on the session screen, and attendees can immediately

provide feedback regarding the session they have just attended.

Media Access - provide access to links for event music, video archives or

pictures via a QR code.

Share Contact Information - speakers, or exhibitors can post a QR code

with their electronic contact information and attendees can scan it into their

smart phone‘s contacts database, or email it to a friend/colleague. Attendees

can exchange contact information with one another by scanning QR codes

embedded on their phones.

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Social Media Tips: Foursquare Create a Foursquare Campaign

Mayor Specials: unlocked only by the Mayor of your venue. Who's the

Mayor? It's your single most loyal customer! (the user who has checked in

the most in the last 60 days)

("Foursquare has deemed you the Mayor? Enjoy a free order of french

fries!")

Check-in Specials: unlocked when a user checks in to your venue a certain

number of times.

("Foursquare says you've been here 10 times? Come and get a cool

giveaway)

Frequency-based Specials: are unlocked every X check-ins.

("Foursquare users get 20% off any entree every 5th check-in!")

Wildcard Specials: always unlocked, but your staff has to verify some extra

conditions before awarding the Special.

("Show us your foursquare Swarm badge and get a free drink!")

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http://foursquare.com/businesses


Social Media Tips: Google+

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Social Media Tips: Events

Check out Events to find out where your

prospects are going:

MWC Unofficial Fringe Festival 2012

MWC Official Site

Wireless Industry Partnership Party

Create a Facebook Event

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http://3gsmevents.wetpaint.com/page/Parties+and+Events

http://www.mobileworldcongress.com/




http://www.linkedin.com/news?viewArticle=&articleID=917859471&gid=4073168&type=member&item=81332011&articleURL=http%3A%2F%2Fwww%2Ewipconnector%2Ecom%2Fwipjam%2Fentry%2Fmwc_2012_party_registration&urlhash=W3ae&goback=%2Egmr_4073168%2Egde_4073168_member_8133

http://www.linkedin.com/news?viewArticle=&articleID=917859471&gid=4073168&type=member&item=81332011&articleURL=http%3A%2F%2Fwww%2Ewipconnector%2Ecom%2Fwipjam%2Fentry%2Fmwc_2012_party_registration&urlhash=W3ae&goback=%2Egmr_4073168%2Egde_4073168_member_8133


PR Tips: Creating News for the Show

Your potential news

Customer wins

Product launch

Partnerships

Statistics/data/opinion

Your news strategy

Before?

During?

Both?

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PR Tips: Find Your Targets Create a list with your PR Agency of who your main

targets are

Many will be busy with top tier companies so if you are a

small company create a list of 2nd and 3rd Tier targets

also

Free Journalist Directories

MediaSync Online

Twitter Directories

Journalists on Twitter

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http://www.mediasynconline.com/

http://blog.journalistics.com/2009/stalking_journalists_on_twitter/


PR Tips: Targeting interviews to the right audience

Who should know about you?

Who buys your products?

What do they read?

Avoid spamming

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PR Tips:What A Journalist Wants to Hear

Best practice suggestions and advice from

a journalist Ewan MacLeod, Mobile

Industry Review

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PR Tips: Journalist‘s Perspective Focus is inevitably on bigger brands

Some will only file *one* report from the show

Online media are important – but some will

need to file *multiple* stories

Timing is important

Start pitching ‗show diary‘ or similar features asap

If your news isn‘t strong look for alternatives

Your incremental product ‗release‘ may not be big

‗news‘, but if you‘re a ―friend‖ it may get covered.

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PR Tips: Journalist‘s Perspective Even if you make an appointment — the journalist may

not show up…It takes 20-30 minutes to cross the Fira

It isn‘t all about the Story—it is Personal

Invite journalists for a drink BEFORE MWC

Make a connection on social networks

But don‘t chase with ―small‖ news stories

For the best effects you (or your PR team) must be:

Crazily Responsive

Amazingly Forgiving

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PR Tips: Bad Experiences

‗Version 4.1 is our only news‘ – be flexible

‗You can‘t film our stand‘

‗Jim is our spokesperson, he‘s not here‘

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AR Tips: Setting up briefings in advance

Why it‘s important

Who to contact?

When to contact?

How to contact?

Pre-briefings

At-show briefings

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AR Tips: Start Early Don‘t Wait until the Show

Create a Relationship early—start no later

than December

Map out the Analysts by Tier and

influence

Create a different message than the one

for journalists

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AR Tips: Different than Journalists Analysts are not looking for an immediate

story

They may take months to write up your

information—or not at all

They may recommend you for an RFP

Talk about Vision, your Roadmap

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AR Tips: Tips for a Good Briefing Be enthusiastic

Keep it short

Know your analyst

Set an agenda

Make it a conversation, not a lecture

Use powerpoint as little as possible

Do not get into a heated argument if the analyst

disagrees

Do follow up afterwards to continue the dialogue


AR Tips: How to find them

Forrester Analysts on Twitter

Gartner Analysts on Twitter

Yankee Group Analysts on Twitter

Mobile Analysts on Twitter

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http://www.forrester.com/twitter

http://www.forrester.com/twitter

http://www.gartner.com/it/products/newsroom/analysts-on-twitter.jsp

https://twitter.com/

https://twitter.com/


Checklist Oct Nov Dec Jan Feb March

Agree press releases & themes for MWC

Draft press releases

Approve press releases

Submit press releases to Show Daily

Submit press release to MWC preview editions

Distribute pre-MWC news

Distribute news @ MWC

Preliminary pitch to journalists/analysts

Agree top tier target list

Pitch journalists for pre-briefings and at-show briefings

Pre-briefings with key journalists

At-show briefings

Follow-up briefings

Create a Checklist


After the Show Follow up with all action items with media

and analysts

Blog and Tweet about your experience at

the show

Evaluate if you met your goals or not

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Summary Get the slides on slideshare and get info on New

Webinars: http://www.shapiramarketing.com/news-and-

events/events

Join our Linkedin Group: Technology PR, AR and Social

Media and MWC 2012: PR, AR and Social Media

Strategies for updates

We want your ideas—Tweet us:

@nancyshapira

@patrickjpr

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http://www.gksmarketing.com/news-and-events/events





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nancy shapira-aronovic

manager, shapira marketing

Cell: +972-54-4863888

Email: [email protected]

Twitter: nancyshapira

Blog: http://shapiramarketing.com/blog

Web: www.shapiramarketing.com

Linkedin: http://www.linkedin/in/nancyshapira

Facebook:http://www.facebook.com/nancyshapira

Skype: nancyshapira

mailto:[email protected]

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how to create a successful pr, ar and social media strategy for mwc 2012

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