Case Study: The influence of speaker engagement on Twitter

Simon

By Simon Reeve

As event marketers we’re effectively salespeople, selling the prospect of attending the event and that a day out of the office will be great to find new suppliers, meet existing contacts, and get inspiration from an educational seminar programme. 

This job of event marketing is becoming increasingly difficult, prospective visitors are becoming more able to switch off our marketing messages, increasingly distracted with other things going on in their work-life, and they’re tired of being sold to.

What if those prospective visitors were more likely to listen to someone else, someone they know, they respect, and they look up to. Social media has given us this wonderful opportunity of tapping into other [influential] people’s networks, which was much more difficult to do before the rise of social media platforms such as Twitter.

This influencer marketing should be a solid approach for event marketers, and a quick browse through...

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Leveraging LinkedIn – Part Two: Tap into your timeline

Simon

By Jim Mortleman

In part one of this blog, we looked at some of the benefits of LinkedIn Groups for event organisers. This week, we’ll see how you can use LinkedIn’s social timeline to keep your network engaged, build your community and improve recognition of your event.

As LinkedIn has grown and evolved, it has ever more closely come to resemble its more frivolous social network peer, Facebook. Just as the latter tries to keep users’ attention with its constantly-updating timeline of friends’ status updates and shared content, so LinkedIn now puts your social timeline front-and-centre on the home page. And, again mirroring Facebook, you can ‘like’, comment on, or re-share connections’ updates and posted content.

Ever more social

While your LinkedIn timeline used to contain mostly automated notifications telling you about your connections’ activity (“So-and-so has a new job”, “Whatserface updated her...

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Leveraging LinkedIn – Part One: Groups

Simon

By Jim Mortleman

Believe it or not, on May 5th LinkedIn turns 11. As of last year, the site boasted around 260 million members worldwide, making it far and away the biggest business-focussed social network. Here in the UK, it has more than 14 million users, which isn’t far off half the country’s working population. That kind of penetration is hard to ignore. For business and professional event organisers, LinkedIn is increasingly becoming a ‘must use’ site for building and engaging a show’s audience.

Before 2010, the vast majority of members just used LinkedIn as a glorified online CV, contacts book and jobs board. However, in recent years the company has done a good job of pushing the social aspects of the site front and centre. Members now commonly share updates with their networks, comment on what others are sharing, personally recommend contacts and endorse their skills, or join and engage in topic-specific discussion groups.

Some of the...

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Why quality’s key to a successful event blog

Simon

By Jim Mortleman

Given that anyone can publish a blog, and several hundred million have, it’s hardly surprising there are blogs covering every topic, style and format imaginable. Only a tiny fraction ever get more than a handful of hits, and an even tinier fraction of those ever gain any significant audience or influence. So as an event organiser, the first thing you need to do is let go of any notion that the goal of your blog should be to make an instant splash and catapult your event to social media stardom in your sector.

Blogs are a slow burn. And chasing ‘quick hits’ in the hope of becoming an overnight success is a flawed strategy. Focus on producing the highest quality content you can within the budget you set – stuff that’s really relevant and/or compelling for your target audience – then share links to your posts on your social network feeds. It may take months, even years, to establish your blog’s credibility among your...

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The power of your influencers

Simon

By Tamar Beck

It’s a great feeling when you see an unprompted positive comment about your exhibition on Twitter. There is real value in knowing that one of your stakeholders has had such a great experience that they want to tell their network how fantastic it was!

Take this scenario, put yourself in a prospective exhibitor or visitor’s shoes and think about how interested you’d be if you saw someone you genuinely trust, or look up to, commenting positively and freely about a show.

Of course, this works in the reverse too…

Your stakeholders really do have all the power, so embrace it.

Like this blog? Check out Leverage your speakers on Twitter
 

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Why event PR must be socially savvy

Simon

By Jim Mortleman

Traditionally, one effective way for trade shows to raise their profile and reach new audiences has been to enlist the help of a PR agency, often at considerable expense. The PR folk generally had a raft of relationships with key journalists covering your sector, and the better ones knew how to entice them to write about your event.

Journalists were the ‘gatekeepers’ to mass exposure, and PRs positioned themselves as the ‘keyholders’ with the means to unlock those gates.

As the popularity of social media has grown, however, so the influence of the trade press has declined. The days of professionals eagerly gobbling up one or two weekly or monthly trade publications to digest all the latest happenings in their sector has given way to a world where people tuck into a wide variety of information sources, often guided by what their contacts are sharing on social networks.

Exhibition PR needs to be digital

Widget Weekly's performance seemed to be declining...

Whither...

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The 5 approaches to your social marketing

Simon

By Simon Reeve

Creating a strategy for your social marketing efforts isn’t easy. Where do you start? You’re likely to have your overall marketing strategy in place, you know your goals, objectives and target audience for this year, but where does marketing through your social channels fit into the mix?

We’ve mentioned before about social media being overlooked as a bit of a nice-to-have, but we think social should be moving up the exhibition marketers priority list. If social is taking a back seat for you, knowing and understanding these 5 approaches will help you put aside more time to create meaningful objectives for your time spent on social…

1.    Brand Maintenance

This is the core approach of your social marketing efforts. Brand maintenance should be bubbling away in the background at all times. It’s all about being on the right platforms suitable to your industry, and then listening. Listening to what is being said about your...

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What Valentine's Day can teach event organisers about social media

Simon

By Jim Mortleman

With romance in the air and Cupid firing off arrows left, right and centre, the time is ripe to spread a bit of social media loving. And we’re not talking about online dating (although how you might spend this evening is no business of ours). No, we’re talking about you, dear event organiser, and your various roles as matchmaker, seducer, purveyor of passion and inspirer of undying faithfulness. So, without further flowery ado, here are our St. Valentine’s Day tips for smart social media event management…

Be a good listener

Don’t think social media’s all about ‘me, me, me’. In order to get to know someone, you need to listen to what they’re saying. Properly. That doesn’t mean using a piece of automated software to favourite tweets or ‘like’ status updates containing certain keywords. It means reading your timeline regularly and actually getting to know people. Because if you really listen...

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Twitter: The Right Approach!

Simon

By Simon Reeve

Last summer I made the move from a traditional exhibition marketing role to a client-focused community management role here at GleanIn. Since then I’ve had the unique opportunity to work on social campaigns with lots of different marketing teams.

Previously I worked in a small team across many different campaign elements, and to be honest, mainly due to resource, our social marketing strategy took a back seat! Social marketing is often misconstrued as a "nice to have" customer service channel, and is not always strategically planned out as well as other marketing communications such as email, advertising and direct mail.

This article Four Trends and Predictions for B2B Social Media in 2014  identifies a big trend for 2014 being “B2B brands to integrate social media with the overall marketing function”, I think this hits the spot and there is little evidence of this as yet in the events industry, I mean, we all plan our email...

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How the social web is changing marketing [Video Blog]

Simon

Here at GleanIn we believe the social web is changing the world. So, in this week’s blog we hear from highly respected all-round transformation and innovation guru Alan Moore.

Alan is an author, innovator, and entrepreneur whose work focuses on how businesses can transform themselves in times of significant change, just like now! Therefore we’ve asked him to tell us how he thinks the social web is changing the world of marketing, plus give us a few tips on how we can make the most of it!


Check out the video above for a fascinating insight into Alan’s thoughts. Or if you prefer to read, we’ve summerised everything Alan had to say below.

How the world of marketing is changing…

  • Previously we have lived in a linear world; businesses and marketers have behaved in a set way, predominantly in ‘broadcast mode’. 
  • The current digital communication revolution and growth of the social web means that communication is becoming increasingly...
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