Columbus. Oh. As many of us are in the throws of planning and executing tradeshows in the coming months, I thought this study from Freeman XP might come in handy. Respondents were asked how they employ social media at in-person events, such as conferences, tradeshows, and functions organized by brands. No surprise at the leading channels, but it was interesting to note how Facebook and Twitter were clear outliers overall.
Perhaps the most interesting part of this study is how different platforms are used at different times. Check out how the data changes from pre to duringto post tradeshow. Youtube becomes much more utilized during and after the show, while LinkedIn is more of a pre-show tool.
Leveraging these platforms can go beyond contacts and invites. SXSW (South by Southwest) always has a huge social following and makes them one to watch for clever campaigns. In 2013, the event developed a leaderboard for twitter influencers, by awarding points for retweets, @replies, or mentions with the #sxsw hashtag in tandem with an @name. This year, Amtrak sent a train to pickup nearly 30 tech personalities on their way to the event. Their goal was to get these social media stars to tweet pictures of their journey in real-time to the hashtag #AmtrakLIVE on Twitter and Instagram. In both of these examples, the strategy is harnessing the influencers.
For more on how brands are leveraging social, see 2015 Marketing Trend #2 *POOF* – Instant Advertising.