This presentation covers a range of cutting edge social & digital event marketing solutions - when combined make up many of the parts needed for a full digital event marketing strategy

1. THE EVENT DIGITAL
& SOCIAL MARKETING
SPECIALISTS

2. 1. Attract more visitors
2. Sell more exhibition space
3. Increase revenue from exhibitors (eg become
a Location Based Advertising sponsor)
SINCE 2011 WE HAVE HELPED TRADE SHOW
ORGANISERS & CONFERENCE PRODDUCERS
If you need to enhance awareness of your event, drive
registrations from your top target companies, attract the
right exhibitors or want to expand your event’s presence
into the digital realm, our integrated Event Marketing
solutions have been tried and tested and our expert team
is ready to take on and assist you in overcoming your
challenges.

3. ABOUT THE
SOCIAL EFFECT ● B2B & Event Marketing Agency
○ Established in 2011
○ 32 Employees (UK, France, USA,South Africa)
● Core Social & Digital Services
○ Social Listening & Insight
○ Social Communities
○ Social Media Management
○ Outbound Social Sharing
○ Data Enrichment
○ Paid Media
■ Account Based Marketing Social Advertising
■ Location Based Mobile Advertising
■ Retargetting (Social + Google)

4. SOME OF OUR
TRADESHOW &
CONFERENCE CLIENTS

5. Our Approach starts with research - Social Listening,
LinkedIn Advanced Search, Social Media Audits and good
old fashioned reading -to best understand you and your
target audience.
We distill this research into a digital strategy that will help
you meet your goals.
This strategic framework then comes to life when we
combine our creative and technical expertise to create the
digital assets required for a successful campaign.
From here we put the campaign in motion. All systems go!
There is no ‘Set it. Forget it’ at TSE. Through constant
measurement and monitoring of our campaigns we gain
valuable insight that we plow right back into the strategy,
constantly iterating on all aspects of the campaign to insure
optimal results, be that Event Registrations, Exhibitor Sales
or Brand Awareness
OUR APPROACH
Creative &
Digital
Execution
Measurement &
Insight
Research &
Strategy

6. Data lies at the heart of our approach to digital
Event Marketing, and informs every decision we
make.
Although our suite of solutions can each be
implemented on their own, each solution is
complementary to the next.
When used together, our Digital Event Marketing
services offers a multi touch, omni channel, data-
driven events marketing solution.
Through crafted messaging and customer
journeys that reach your prospects on a variety of
channels and in different situations, we are able to
inspire action and provide deep insight on the
target audience.
OUR EVENT MARKETING
ECOSYSTEM

7. DATA-DRIVEN STRATEGY

8. INDUSTRY RESEARCH

10. SOCIAL MEDIA AUDITS

11. SOCIAL MEDIA AUDITS
Do you know what’s working, what’s failing and what can be
improved upon across your social media channels?
No?
That’s where a careful social media audit can help.
We conduct a systematic examination of social data to discover,
categorize, and evaluate all the social talk about your event and
the efficiency of your existing social media presence. This
approach captures what visitors are saying about an event,
what competitors are doing on social media, and what your
brand is doing.
We mash up these insights and provide actionable
recommendations on how get your social media presence to
best serve your objectives.

12. SOCIAL MEDIA STRATEGY

13. SOCIAL MEDIA STRATEGY
Are you muddling about, lost and confused in the Social Media
wilderness?
Does your event have a Facebook, Twitter, LinkedIn or
Instagram presence, but you fail to see actual ROI from your
activities?
Are your Directors sceptical about how these ‘new’
technologies can be put to work to help market your exhibition
space or drive registrations to your next event?
We can help you. With our goal driven approach to Social
Media Strategy, we’ll start with answering the ‘Why?’ of social
media for your event and drill down from there into the ‘What’,
‘When’, ‘Who’ and ‘How’.
The end result is a clearly defined Strategy, that aligns to your
goals and helps you create awareness, drive registrations and
sell exhibitions space.

14. DATA ENRICHMENTOur Data Enrichment services complete your visitor and prospect
databases with the information required to take them to the next phase of
the sales cycle.

15. Never suffer the frustration of incomplete visitor or prospect lists again!
Our team of data specialists use a combination of public & private data sources and
proprietary email identification software, to enrich your prospect lists or event
attendee database with the data you need to best advance your prospects to the
next step in the sales cycle.
DATA ENRICHMENT FOR SALES
ENABLEMENT Data includes:
- Email
- Job Titles
- Employer / Company
- Social profiles

16. SOCIAL LISTENING &
INSIGHT
Discover new content marketing opportunities, uncover rich insights
into your existing audience, track the efficiency of your content
marketing programs and track the viral success of your event marketing
Gain real insight into the content you visitors are engaging with and the social platforms they are spending their
time on to maximise your digital/social investment

17. Discover what people are saying about your
brand, your products or the topics that
interest prospects in your industry.
Through Social Listening, global internet traffic
is monitored for the use of your defined list of
keywords from the following sources:
Twitter
News sites
Forums
Facebook (No access to historic data)
YouTube (No access to historic data)
Blogs
Review Sites
Social Listening data can be expressed by
volume of impressions, engagement, posts
and sentiment
Keyword
Volume by
time
Social Listening data can be expressed by volume of
impressions, engagement, posts and sentiment
Wordclouds
SOCIAL LISTENING

18. Social Listening can help you identify the top
influencers for your content or keywords, the
geographic location of your key audience and
identify the most viral content in the category
Key Influencers
Geographic
Location
Top content
SOCIAL LISTENING

19. CHANNEL ANALYSIS
Where are your visitors/exhibitors engaging? Which channels do they prefer and what type of content do the
consume on these channels?

20. CONTENT ANALYSIS
What type content should you be producing to maximise visitors/exhibitors engagement? Through the use of
our Social Listening software, we can determine the most popular formats for your content topics.

21. SOCIAL PRESENCE
MANAGEMENT

22. SOCIAL COMMUNITIES

23. Create vibrant online communities around your trade show, bring
your visitors & exhibitors together in a digital environment. Social
Communities are powerful assets for your events, that provide 24/7
365 touchpoint with your stakeholders.
Online Communities and Groups offer value by:
● Reducing visitor and exhibitor recruitment costs
● Creating vibrant communities of interested parties and
stakeholders where ideas and content can be shared
● Differentiates your event with a year long social customer
experience
● Providing a distribution channel for your content marketing
programmes
● Acts as a springboard for Social Selling Programs
● Facilitates deeper understanding of your event audience
● Allows you to collect ideas for new installations, features or
exhibitors
SOCIAL COMMUNITIES
FOR EVENTS

24. Content Balance
80% of the community content is member
generated/inspired and 20% branded or
supporting campaigns or promoting events
webinar
Moderating
The Community Management team gate-
keeps, only allowing targeted members and
assures that all content is on topic and
appropriate.
Nurture in
The Community Managers uses high-touch,
high-volume one-on-one relationship
building methods to build repeat
engagement and to leverage social selling
opportunities
Planning
Align community plan to client
marketing strategy, so community
supports campaigns, events, content
marketing & sales goals
Positioning
Position/theme the community around
your target members deep professional
needs, challenges & aspirations
Growth
Aggressive and highly targeted member
recruitment will drive a consistent flow
of new members (prospects) into the
community
SOCIAL COMMUNITIES - OUR APPROACH

25. SOCIAL COMMUNITIES IN ACTION
Event Promotion Content
Industry related Discussion posts
We engage group members with relevant industry related
topic discussions. Vibrant communities with engaged group
members are great testing beds for new ideas or feedback.
Community members have year long content with your
brand, making them ideal early recruits for your event.

26. SOCIAL MEDIA
MANAGEMENT

27. Is your B2B agency a one trick pony?
For many LinkedIn is the only valid social media platform for B2B marketing. Here’s why they are wrong:
Although LinkedIn has a higher effectiveness rate for B2B Marketing, attention and engagement rates on Facebook,
Instagram and Twitter far outpace those of LinkedIn. We help you to develop a holistic Social Media presence across
various social media channels, providing more opportunities to reach your target audience.
SOCIAL MEDIA MANAGEMENT

28. Social Media provides the connective tissue for conversations and discussions around your event, pushing content to
potential and registered attendees and providing various opportunities for engagement.
For each event we work with our clients to develop a Social Media Strategy with specific goals and guidelines for the
Pre-, During and Post Event phases.
PRE-EVENT
POST
EVENT
DURING
EVENT
INTRIGUE
AGGREGATE
INFORM
BROADCAST
Intrigue potential attendees through presentation of the value proposition of the
event and tease with behind-the-scenes content
Inform potential and registered attendees about what’s on offer at the event.
Includes: Exhibitors, Seminars, Special Installations and more.
Provide live updates to entice potential attendees still on the fence and a
platform for attendees to discuss and ask questions.
Aggregate the content from the event on our social platforms, providing
another opportunity to spark and continue conversation.
OUR EVENT SOCIAL MEDIA MANAGEMENT APPROACH

29. During the months in the run up of the event,
Social Media posts are used to:
1) Drive registrations
2) Inform registered and potential attendees of
the various reasons to attend - seminars,
special speakers, show highlights and
exhibitors.
3) Engage with various stakeholders
In the weeks and days just before the event, the
focus intensifies on registration and the
informational content shifts to matters that more
directly affect the attendees experience of the
event - such as where to download event apps,
SOCIAL MEDIA MANAGEMENT
- PRE EVENT
INTRIGUE
INFORM

30. FACEBOOK &
INSTAGRAM
Installations, venues,
exhibitors and seminars
are captured through
photographs and short
text posts on Facebook -
keeping stakeholders
informed throughout the
duration of the event.
SOCIAL MEDIA MANAGEMENT
- DURING EVENT
EVENT PROMOTION
NOTIFICATIONS
EXHIBITOR
SPOTLIGHTS

31. FACEBOOK LIVE
Live Broadcasting of the event through on Facebook Live.
- Exhibition floor walkthroughs
- Broadcasts of key seminars
- On the floor interviews of selected exhibitors
*Dependant on Wifi availability at the event
TWITTER
Twitter is where the pulse of big events lives. Live Tweeting
of an event raises brand awareness, increases engagement,
and draws attention to an event or campaign as it happens.
SOCIAL MEDIA MANAGEMENT
- DURING EVENT
REMEMBER THE
EVENT HASHTAG!

32. FACEBOOK, TWITTER & INSTAGRAM
Key topics, reactions and highlights are
curated from the event. New content is
created to continue these discussions and
retain the audience’ interest long after
the event.
LINKEDIN GROUPS
Highly engaging content from the event
and popular topics from seminars are
repackaged as discussion starters in the
group - extending the conversations
started at the event into the digital realm.
SOCIAL MEDIA MANAGEMENT
- POST EVENT

33. PAID MEDIA

34. ACCOUNT BASED
SOCIAL ADVERTISING
Precision Targeted Personalised Ad campaigns

35. Account Based Social Advertising is a unique Account Based Marketing Approach that
leverages publicly available social media data to create custom audiences of prospects
for social advertising campaigns.
ACCOUNT BASED SOCIAL ADVERTISING
Example Custom Audience

36. Account Based Social Advertising is
ideal for visitor recruitment.
It enables us to:
• Target specific companies and Job
Titles
• Use Programmatic & Personalized
advertising/content journeys based
on target audience segment
• Offers the lowest CTR & CPC
All on Facebook, Instagram and on
Mobile website through the use of the
Facebook Audience Network. The
exact digital channels where people
spend the most time.
ACCOUNT BASED SOCIAL ADVERTISING

37. Retargeting allows us to
serve ads to members of a
custom audience after the
event. Retargeting works
through the creation of
Custom Audiences on
Facebook using a variety
of data input.
These Audiences can then
be retargeted (served ads)
on Facebook, Instagram
and in various apps and
mobile websites through
the Facebook Audience
Network.
Email Addresses from attendee records,
client databases or obtained through our
Data Enrichment or Content Marketing
programmes.
Email
Pixel
Facebook Pixel codes are placed on
landing pages or website. These Pixels
anonymously collect visitor data into a
Custom Audience in Facebook.
Users only remain within the audience
for 180 days after having visited the site.
Facebook keeps the user data
anonymous and the data can not be
downloaded for use on a different
platform.
Mobile Device ID
Mobile Device IDs
obtained from
GeoFence
campaigns.
USER DATA WEBSITE VISITOR DATA
RETARGETING AUDIENCESRETARGETING

38. LOCATION-BASED MOBILE
ADVERTISING

39. LOCATION BASED MARKETING
For Event Organisers
How much would your key exhibitors and
sponsors pay to increase the amount of event
attendees visiting their stands?
We can help you increase your event revenue by
offering key sponsors & exhibitors location-based
advertising sponsorship.
For Event Exhibitors
Get more event attendees to visit your stand.
Increase awareness of your exhibition presence
and drive them to visit your stand by targeting
event attendees at the venue and at their hotels
with mobile location based advertising.
MOBILE ADS
CAMPAIGN
LANDING PAGE
YOUR STAND

40. Attract high numbers of visitors to your stands,
or those belonging to key exhibitors and
sponsors through geographic mobile ad
targeting.
How?
We serve ads on Facebook, Instagram or mobile
websites when visited from a mobile device
within a defined geographic area of 1 mile
radius or more.
Geographic area?
Through the use of GPS co-ordinates, wifi and
cellular data, we are able to place a geographic
‘fence’ around an area - such as a Exhibition
Hall, venue, hotel or an airport.
LOCATION BASED MOBILE ADVERTISING
FACEBOOK
MOBILE WEBSITES

41. VIDEO ADS - MOBILE
NEWSFEED
WEBSITE CLICK ADS - DESKTOP
NEWSFEED
Facebook and Instagram provide unparalleled
reach at competitive cost. The are perfect for
geofence campaigns as event attendees are likely
to scroll through their Facebook newsfeeds in
relaxed moments throughout the event duration.
Facebook has a wide variety of Ad formats that
can be used to connect with your Audience:
1. Facebook Video Ads
2. Website Click Through Ads
3. Lead Generation Forms
(Collect information from attendees in short
surveys or use to enter a prize draw)
1. Canvas
(Provide rich media experiences on quick
loading Facebook landing pages)
GEOFENCE AD FORMATS -
FACEBOOK

42. Mobile Ad Banners are served
in various formats:
● Standard Wide Banner
● Half Page Banner
● Interstitial
● Interscroller.
Banners can be in the form of
static images, gifs or video -
formats tailored to your
campaign objective and
messaging.
BANNER
GEOFENCE AD FORMATS -
MOBILE WEBSITES
HALF BANNER
INTERSTITIAL

43. Website Visitor
Custom Audience
Email List
Custom Audience
Mobile Device ID
Custom Audience
REMARKETING AUDIENCES
Mobile Banner
Ads
Campaign landing Page
Facebook
Ads
EXAMPLE CAMPAIGN FLOW

44. OUTBOUND SOCIAL
SHARING

45. “Highly recommended as a disruptive
marketing tool that hits the target audience in
a minimally invasive and informative manner”
- Ray Bugg, Director of Scot-Tech and the organizer of Fintech
Scotland 2016
What if you could send precision targeted and personalised
event invite messages to your ideal event visitors at scale?
Through the use of LinkedIn’s Advanced professional search,
LinkedIn’s share feature and our proprietary software, we are
able to help you do just that.
OUTBOUND SOCIAL SHARING

46. You’ve heard that multiple touch points are the
secret to brand recognition and message
retention, right?
Our Outbound Social Sharing message reaches
your ideal event visitors three times:
- On the LinkedIn mobile app that generates
a push notification on your mobile device
- Through a LinkedIn email in your inbox
- On the LinkedIn platform itself, though
notifications.
Best of all, Outbound Social Sharing requires No
Opt-in agreement.
RESULTS? Past Campaigns generate CTR
between 10-15%
OUTBOUND SOCIAL SHARING
LINKEDIN MOBILE PUSH
NOTIFICATION
LINKEDIN MESSAGE
INBOX EMAIL

47. OUTBOUND SOCIAL SHARING AND RETARGETING

48. THANK
YOU
Regan George- CEO
reagn@thesocialeffect.com
FOLLOW US ON SOCIAL MEDIA
@thesocialeffect_co