SLIDE 1
Session Title
ROSE MARY MOEGLING
Manager of Customer Engagement Toshiba America Medical Systems, Inc.
Rose Mary Moegling
Manager of Customer Engagement, Toshiba America Medical Systems, Inc.
Meaningful Tradeshow Engagement by Session Title Using Social Media - - PowerPoint PPT Presentation
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,
SLIDE 2
SLIDE 3
3
Results – 2013 versus 2014 video views
What You
- u Nee
eed to to Un Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork.
!
180% Increase in in Vid ideo Vie iews
15.88% increase in Twitter engagement
Tot
- tal Vie
Views 10 10 Vid Videos s in in 20 2013 13 (2 minutes long, with varying messages) 1,501 7 7 Vid Videos s in in 20 2014 14 (20 seconds long, with cohesive messages) 4,208 Rel elative Dif Difference 180% 180%
SLIDE 4
RSNA 2014
SLIDE 5
5
The challenge
- Nearly 700 exhibitors
- 53,000+ show attendees
- 2,100+ tweets/day at peak during
2013 event
SLIDE 6
6
The Challenge
- Nearly 700 exhibitors
- 53,000+ show attendees
- 2,100+ tweets/day at peak during
2013 event
How do we make sure we are HEARD during one of the noisiest events in our industry?
SLIDE 7
7
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?
SLIDE 8
8
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?
Video emerged as the best
- pportunity.
SLIDE 9
9 DURING BEFORE AFTER Begin posting show teasers
Begin attracting before the event
November
15
Increase posting frequency and release new teasers on predictable schedule October
15
November
30
Deliver on the promise of the teasers December
5
Recap what was shared and provide followers with next steps to keep them engaged December
15
Collect data — evaluate what worked and what didn’t
SLIDE 10
10
2013 video strategy
- 10 videos
- 2 minutes in average length
- Tried to answer everything
about the product
- Long intros, focused on
company logo
SLIDE 11
11
Video performance in 2013
267 98 94 68% 62% 48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 50 100 150 200 250 300 < 60 Seconds 60-90 Seconds >90 Seconds
Average Percent of Videos Viewed Average Views Per Video
SLIDE 12
12
2014 video strategy
- 7 videos
- 20 seconds in average
length
- Uniform company
messaging
- Concise business unit
messaging
SLIDE 13
13
Results – 2013 versus 2014 video views
What You
- u Nee
eed to to Un Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork.
!
180% Increase in in Vid ideo Vie iews
15.88% increase in Twitter engagement
Tot
- tal Vie
Views 10 10 Vid Videos s in in 20 2013 13 (2 minutes long, with varying messages) 1,501 7 7 Vid Videos s in in 20 2014 14 (20 seconds long, with cohesive messages) 4,208 Rel elative Dif Difference 180% 180%
SLIDE 14
14
Results – 2013 versus 2014 booth traffic
What You
- u 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.
!
12.6% Increase in in Booth Traffic
SLIDE 15
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.
SLIDE 16
Thank You
Rose Mary Moegling @rmercer