Meaningful Tradeshow Engagement by Session Title Using Social Media - PowerPoint PPT Presentation

How Toshiba Medical Increased Meaningful Tradeshow Engagement by Session Title Using Social Media ROSE MARY MOEGLING Manager of Customer Engagement Toshiba America Medical Systems, Inc.

Rose Mary Moegling Manager of Customer Engagement, Toshiba America Medical Systems, Inc.

Results – 2013 versus 2014 video views 180% Increase in in Vid ideo Vie iews 15.88% increase in Twitter engagement Tot otal Vie Views 10 Vid 10 Videos s in in 20 2013 13 (2 minutes long, with varying messages) 1,501 7 Vid 7 Videos s in in 20 2014 14 (20 seconds long, with cohesive messages) 4,208 Rel elative Dif Difference 180% 180% What You ou Nee eed to to Un Understand: Quality over quantity — compelling content, ! cohesive messaging and interdepartmental teamwork. 3

RSNA 2014

The challenge • Nearly 700 exhibitors • 53,000+ show attendees • 2,100+ tweets/day at peak during 2013 event 5

The Challenge How do we make sure we are HEARD during one of the noisiest • Nearly 700 exhibitors events in our industry? • 53,000+ show attendees • 2,100+ tweets/day at peak during 2013 event 6

Finding our opportunity What are our average engagement rates by channel? What are our engagement rates during RSNA? What content type gets the most engagement? When do people engage with us on each channel before, during and after a show? 7

Finding our opportunity What are our average engagement rates by channel? Video emerged as the best What are our engagement rates during RSNA? opportunity. What content type gets the most engagement? When do people engage with us on each channel before, during and after a show? 8

Begin attracting before the event December 15 November 15 Collect data — Increase posting evaluate what frequency and release worked and what new teasers on didn’t predictable schedule BEFORE DURING AFTER December October 5 15 November Recap what was 30 Begin posting shared and provide show teasers followers with next Deliver on the steps to keep them promise of the engaged teasers 9

2013 video strategy • 10 videos • 2 minutes in average length • Tried to answer everything about the product • Long intros, focused on company logo 10

Video performance in 2013 300 80% 267 70% 250 68% 60% 62% 200 Average Average 50% Percent of Views Per 48% Videos Video 150 40% Viewed 30% 98 94 100 20% 50 10% 0 0% < 60 Seconds 60-90 Seconds >90 Seconds 11

2014 video strategy • 7 videos • 20 seconds in average length • Uniform company messaging • Concise business unit messaging 12

Results – 2013 versus 2014 video views 180% Increase in in Vid ideo Vie iews 15.88% increase in Twitter engagement Tot otal Vie Views 10 Vid 10 Videos s in in 20 2013 13 (2 minutes long, with varying messages) 1,501 7 Vid 7 Videos s in in 20 2014 14 (20 seconds long, with cohesive messages) 4,208 Rel elative Dif Difference 180% 180% What You ou Nee eed to to Un Understand: Quality over quantity — compelling content, ! cohesive messaging and interdepartmental teamwork. 13

Results – 2013 versus 2014 booth traffic 12.6% Increase in in Booth Traffic What You ou Nee eed to to Un Understand: By teasing out just enough information to create ! curiosity and intrigue in the videos, we increased the number of attendees who came by our booth. 14

Top takeaways Use data to determine the content your followers will engage with most. Make sure your social media strategy complements what is being delivered through all other channels.

Thank You Rose Mary Moegling @rmercer