Promotions and Social Media

DETECTABLE  BUSINESS MERITS OF SOCIAL MEDIA FOR TRADE SHOWS

Published on May 22, 2017 4:22:28 PM

Updated JAnUARY 16, 2018

5,000,000,000 IS A BIG NUMBER.

Now, think about this.

The +1 button of Google+ is hit MORE THAN 5 billion (with 9 zeroes) times per day, ON THE LAST COUNT

Quite MIND Boggling, given the FACT THAT THE POPULATION OF THE ENTIRE PLANET IS 7.5 BILLION, ON THE LAST COUNT

 

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The Making and the Re-making of Social Media

You might think that you have seen it and heard it all. You sure, have seen those acrobatic images with happy smiles and happier settings that trigger the envy switch inside of you, thus, driving you towards a vacuum of complete and utter sadness...

SOCIAL MEDIA COULD BE AND IS MUCH MORE THAN ANTICS AND ACROBATS—

"Look at me. I am insecure. I need your reaction to what I am doing."

With social media having an immense impact on our culture and everyday lives, it is constantly evolving and morphing into something that we are yet to know about. BUT, one thing is certain,

"It is easier than ever to get your name and brand out there."

This article is in response to our readers, who are wanting more information on how to make a splash with out a lot of cash and desiring innovative expo strategy in an effort to stand out in in the era of digital marketing and information overload.

Here are few insights from the research that we have done and what has worked for us.

 

KNOW THE TRIGGER POINTS OF YOUR CUSTOMERS AND YOUR PROSPECTS — QUESTION THEIR MIND, TRIGGER THEIR HEART

 

Social media channels generate a heap of data about your customers.

Every day there are over 500 million Tweets, 4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram.

Know the likes and dislikes of the segment of prospects that you will be targeting at trade shows — who are these people, what are their concerns, can you possibly reach out and address those concerns even before they go the event — a positive way to introduce your brand.

 

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THINK HIGHER, SPAN WIDER — YOU WILL BE LIKED BY THE NEW FACEBOOK ALGORITHM DESIGN AS OF JAN 2018

 

STUDY YOUR PROSPECTS AND YOUR CUSTOMERS VIA SOCIAL LISTENING.  THE INSIGHTS YOU GAIN WILL HELP YOU FRAME YOUR MESSAGING AT THE TARGETED EVENT AND DRIVE MEANINGFUL CONVERSATION.

Tools like Hootsuite and Hubspot are great platforms to get you started.
Or, check with us. We will help you with that.

Word of Caution for Facebook Platform — Don’t automate your efforts with third-party tools like schedulers or content recyclers. Be present and SOCIAL on your Facebook Page.

 

KNOW THIS — PEOPLE DO NOT BUY THE BEST PRODUCT. THEY BUY THE PRODUCT THAT THEY UNDERSTAND THE BEST

 

Use Social Media channels to convey the workings of your product. You do not have to give away the secret sauce of your product making — all you have to do, is make them understand the difference it is going to create in their lives. From their likes and comments, that they leave on the post that you publish, you can now gauge their sentiments, and apply that to start building new stories to enrich your customer journey map.

STORIES ARE SENSE MAKING DEVICES. HUMAN BRAINS ARE DRAWN TOWARDS CLARITY AND ORGANIZATION. WITH VENGEANCE IT RESISTS CHAOS AND CONFUSION.

 

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USE EVENTS AND TRADE SHOWS TO ENRICH YOUR CUSTOMERS AND WORK BACK TOWARD THE TECHNOLOGY TO CHARTER A PATH OF CLARITY AND COHESION

 

 

KNOW IN REAL TIME THE RESULTS OF YOUR TARGETED ADS

 

Run social ads. It is get the word out and it is an inexpensive way to promote your business and distribute content. Linkedin allows you to segment by location, company job title and so forth. On the other hand Facebook allows you to distill via interests, behaviors and connections.

Learn more.

Targeting Options and Best Practices for LinkedIn Advertisements

Targeting Prospects and Customers who will Like Your Business in Facebook

 

KNOW THE ART OF ACTIVELY CREATING Customers FOR LIFE

 

With Social Media now you can achieve that.
For a moment, let's think about this.

When you exhibit at trade shows, there will be only be handful of prospects (mainly decision makers) that you will be able to reach. (Ofcourse, this segmentation will vary depending on vertical industries.)
A big chunk of your prospects will not be there — you do not want them feeling left out. This is what you do — you craft your messages and campaigns for them when you are running social ads.

In a study conducted by State of Social Selling, nearly 75 percent of companies that engaged in selling on social media reported an increase in sales in 12 months.

 

 

KNOW THAT YOUR CUSTOMERS WANT YOU TO BE ON SOCIAL MEDIA.

You as a company brand, need to comprehend how your prospects and customers use social media and then develop a strategy that addresses their usage patterns.

Research shows that more than 90% of millennials use social media. Having a strong social media presence is a key factor in connecting with this new generation of buyers and sellers.

However, it is also wise to know that loyalty in social media declines with the acceleration of the target age.

60% among 25-34 year olds
53% among 35-44 year olds
45% among 45-54 year olds
39% among the 55 and older set

 

MEET THE NEW SET OF BUYERS AND SELLERS

 

KNOW, BY CREATING MICROSITE FOR YOUR TRADE SHOWS, You DRIVE ORGANIC AND TARGETED TRAFFIC TO YOUR WEBSITE

 

Here is where you get most bang for your buck'. Microsites are great tool for pre-registration to special sessions at your event. Here, your leads can pre-qualify themselves. This is a great tool for your booth staffers and your sales people. (Let us know if you need help in creating a microsite.) 

Your website will gain higher rankings because your content is being shared in social media channels. Create your microsite with thought. Because, you want to leverage this site as a post -show marketing tools as well.

Here is what our microsite looked like when we highlighted booth designs of our clients from RSA 2017.

However, yours, should have the necessary call to action related to the event.

 

KNOW, THAT NOW, YOU HAVE THE POWER TO ENRICH THE EXPERIENCE OF YOUR CUSTOMERS and YOUR PROSPECTS AND THE POSITIVE EFFECT THAT IT WILL REAP FOR YOUR BRAND

 

Kimberly Whitler, a marketing professor at the University of Virginia, says that customers love to be engaged, equipped and empowered. This makes them feel important, as though they have a vested interest in the welfare of your brand.

She also mentions that a lot of digital savvy customers do crave two-way interactions and are flattered to offer reviews of your company's products or services.

Some ways to engage your followers online and to collect the prize at the events are as follows:

LET YOUR FAN AND FOLLOWERS VOTE: With engagement apps, fans can vote for their favorite product design, destination site, T-shirt — or a choosing a speaker for the event — and share their vote. These insights can be the fuel for other branded content creation.

 

KNOW THE CREATIVE USES OF ENGAGEMENT APPS TO RE-ENGAGE YOUR TRADE SHOW ATTENDEES

 

Become the love-generating machine for your fans.

Give them a personalized experience of your brand. For example, the clothing brand Jones NY launched Style Creator campaign in 2016, and inspired a sense of style amongst executive women to have outfits suggested based on their professional LinkedIn profile.

Engagement apps need to deliver personalized experience. It can be product or service choices, white papers and case studies, or for that matter (depending on the quality of profile data) it could be ideas about personal enhancements.

Given the changing scene of food technology we had created an exploration site for our client base who are active exhibitors in the food industry. We furnished them with ideas about their fellow exhibitors and the trends that will help them in their strategy sessions to explore new markets.

We also offered an e-book for designs that work or not, pertaining to the food industry.

 

CHECK OUT THE STATE OF FOOD

 

Useful Links that will help you in your journey

Social Selling - 5 data driven outcomes

Social Media Stats

More Social Media Stats

Target your Facebook Page and Linkedin Company Page messages

Markethive Ecosystem

Strategies for Mobile Apps Re-engagement

Create a Social Media Stratey from the Scratch

 

Author: Sarmistha Tarafder

(Thank you for filling up all those darn forms. We know it is a pain. Nonetheless, it helps us to understand your trials and your annoyance. Happy Exploring!)

 

Topics: Social Media, Social Marketing for Tradeshows, Social Media and Trade shows, Social Media Marketing

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LATEST FACEBOOK UPDATE AS OF
JAN 11, 2018

 

Zuckerberg wrote. “.... we’ve gotten feedback from our community that public content—posts from businesses, brands and media —is crowding out the personal moments that lead us to connect more with each other.” This is not amounting to meaningful relationship that it wants to promote in the Facebook community.

 

The algorithm of Facebook’s redesign is set to increase “meaningful interactions” and reduce “passive consumption of low-quality content—even if it decreases some of our engagement metrics in the short term.” Facebook says it will actively demote popular clickbait headlines and false news, and give precedence to posts from close friends.

 

This marks a tectonic shift for Facebook’s algorithm which has been built to prioritize engagement (and monopolizing users’ attention) above almost all other considerations — this has propelled the revenue to record highs, hitting about $34 billion last year (2017), but the strategy has drawn fierce criticism for favoring inflammatory and misleading content.

 

 

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WHAT YOU CAN DO AS A  EVENT MARKETER TO MAKE THIS NEW ALGORITHM
WORK FOR YOU

 

1. CREATE A LIVESTREAM STRATEGY FOR YOUR NEXT TRADE SHOW. VIDEOS WILL PLAY A MAJOR ROLE IN THE NEW ALGORITHM

Exciting Unique additions to your product —  Livestream it.
Exciting new industry update — Livestream it.
Exciting speaker presentation — Livestream it.
Exciting giveaways — Live stream it


Then review which topics are resonating with your audience most using the Engagement Rate

 

 

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2. ANALYAZE ENGAGEMENT

At the end of each show day, use your Insight tab in your Facebook Page to discover which content is getting the
maximum engagement rate.

To decipher this, add your engagment on each post, and then, divide by total reach for each post. A patten will emerge. Use this analytics create similar live stream videeos. 

At the end of the show, use this data to bolster your customer journey map

 

 

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3. CREATE A COMPELLING GIVEAWAY FOR ASKING YOUR AUDIENCE TO
PRIORTIZE YOUR BRAND POSTS

Ask your audience to mark your Facebook Page as See First by updating their Following Tab preferences directly on your page:

Under IN YOUR NEWS FEED ask them to select "See First."
Under NOTIFICATIONS, ask them to select "On" for your (Events, Suggested Live Videos).

 

 

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4. GET ACTIVE IN CREATING A COMMUNITY WITH A CAUSE

Facebook’s new design algorithm "uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed," according to the update.

Make th algorithm work for you by pushing content to more people with Engagement Looping where you create open loops by using open ended questions to spur conversation for a worthy cause.

 

"Meaning relationships" is what the algorithm is looking for. MEANINGFUL RELATIONSHIP ONLY CAN TAKE PLACE WHEN THERE IS A MUTUAL CUASE THAT YOU SHARE WITH YOUR AUCDIENCE.

Pick up a CAUSE that gives meaning to your COMMERCE and the new algorithm will love you

 

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“There is immense power in an idea, because it unites people. It motivates them toward change. But the real power lies in their unity, in coming together – if enough can be rallied to a cause, no matter how ridiculous,
it will be seen and heard.

 

 

TO BE HEARD YOU NEED TO HAVE A STRATEGY

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If you are marketing your small business, you are perhaps overwhelmed by the methods of delivering your marketing message.

The vehicle for delivering the messages have certainly evolved to include social media, video, virtual reality, highly interactive demonstrations, and more.

Exhibiting at trade shows are one of the many ways of delivering such message. If this is the route you choose to go, take your time formulating a trade show strategy before your exhibition. Then follow up with a plan to execute it effortlessly.

 

 

How to lure the Isle Visitors in your Booth space

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