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Subject:

If you exhibit, how do you use Social Media?

Thursday, February 18 at 05:37PM

To those Engaged 24/7/365, Good Afternoon :)

I have some ideas about how Social Media should be used for an exhibitor at an event. It's a central part of the work that I do. However, can we add to each other's understanding? Let's pass some ideas around.

So, to get the discussion going, how should an exhibitor start using Social Media? To maximize her/his investment in booth space, time, travel, and all that's required for a live event, an exhibitor should take this approach:

1. Get a list of any attendees that are pre-registered for this years event. If that is not available, use last year's event and contact them. This is not specifically associated with Social Media, but it is the first step of a good Pre-Event promotion process.

2. Never, ever call everyone on the list. Anyone who does destroys credibility and wastes time and money. So, you don't know what List Filtering is? View this primer I wrote about it recently. http://ow.ly/18Rcb

3. Find who knows you. Many of the people you know through business are already using Twitter, Facebook, and Linkedin, even if you aren't. Use the simple "Search" features to find your present clients and the prospects you found through Filtering the List of prospects at the event.

4. This might seem obvious, but having an account does not mean you are using it. Follow your prospects in Twitter. On Facebook, send a "Friend Request" to those you actually know. Connect with colleagues and associates in Linkedin.

5. Use Google Alerts to find pertinent news, blogs, and information about your shows. Type in a few words that describe areas of interest for your event. It will provide you with data that you could not possibly have known about. Try it. It enlightened me... please, no jokes about my light's low wattage. :)

Please, please! Add your ideas, Engage-rs.

have a Truly successful day!
Eric Hatch
P.O.P. Event Marketing, Inc.
Twitter account: POPevent

[Reply privately to Eric Hatch]
Friday, February 19 at 04:44PM

6. Use Twitter to see if the event you are going to be exhibiting at has a # name. Review for who is commenting on it and what they are saying.

[Reply privately to Cija Huntley]
Friday, February 19 at 04:47PM

Eric,

Thank you...great start on this important topic.

My two cents,

Using the insights you gained from Eric five points now you should have a better understanding of your customer or prospect...or advocate (don't for get those). Combine that with your "Content Marketing" efforts http://bit.ly/7USn1 you are able to then make sure the content you share has value and relevance...not just more noise.

Thanks again Eric for kick starting this. One of the topics from our recent survey was Engaging exhibitors and sponsors...clearly sponsors are an important part of the economic model to make events happen and they need to understand the value they get from participating....and doing so in a manner that is respectful of the community.

David McKnight
Engage365.org
Omnipress

[Reply privately to David McKnight]
Friday, February 19 at 05:27PM

I would recommend a different approach in addition to the advice given above about how to identify and reach the delegates.

Exhibitors in a social media context need to get engaged in the "business problem to be solved" and have subject matter experts get involved in online discussions. For example, if I am interested in an automobile exhibition as a customer, I would rather hear from some in the design and Engineering department talk about what they put into the car than someone from marketing trying to persuade me to come to their stand.

The dynamic in social media is very different this way. And more effective to get to the economic decision makers....

[Reply privately to Terrance Barkan CAE]
Monday, February 22 at 02:35PM

David, you are right. The difference between noise and promotion is design and focus. An exhibitor is usually aware of their most attractive product/service, especially when reaching out to a specific kind of decision maker. But what if a prospective exhibitor has multiple types of buyers at the event? At a tech conference, are their CIO's there? Are there Web Masters there? Are there Marketing Managers?

First, filter. Those marketing managers don't need to hear about the greatest new software for accounting. However, a marketing manager is the person I would love to reach for my services.

Terrance, I love your idea of engaging "subject matter experts in online discussions". I can see some pre-event webinars with thought leaders within different areas. Experts don't need to be expensive, either. Anyone else have thoughts on who would be a thought leader in a specific silo or industry?

[Reply privately to Eric Hatch]

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