Timely publishing of
good content maximizes the effectiveness of your social media efforts in many
"live event" situations.
Especially when the event is well attended both in person and virtually
by a motivated tribe of individuals.
Trade shows are the perfect environment for this "speed to
publication" strategy and if you have a little insider knowledge along
with some cool new content creation technology, it is not that hard to stand
out amidst the noise of the event.
Let's face it,
content that gets digested in today's crowded digital media space is short and
to the point, and normally takes the form of digital imagery and videos. Heck, when a trade show is going on, no
matter how much you love the written word, your tribe's bandwith is limited
during the event and they just don't have the time to read your six hundred
word blog post. But, they will watch
your 90 second video (assuming it’s not a straightup sales pitch), or check out
your quality images of the event happenings and probably "follow"
your social footprint in hopes of seeing more ... and that is a WIN!
Configure your
content so that it can be consumed at engagement outposts like Facebook,
Twitter, Instagram or wherever, and then the strategy is to invite them back to
your home base to take whatever that next-action is that you define as success. Important
Note: This strategy will FAIL if you consistently violate the cardinal
rule of social media content: Thou shalt not publish content that will not have
a perceived value to your intended audience.
In this writer's
opinion, Twitter is still the best social platform for leveraging this
opportunity, but I have high hopes for a new social platform, Meerkat, that
allows for live broadcasting and with its tight integration to the Twitter
universe it is easy to promote. That said, don't let me discourage you from
experimenting with other social platforms since experimentation should be an
important component of any social strategy.
The key to Twitter
success is using the show hashtag.
Believe it or not, there really are interested individuals following and
using the show hashtag that are looking for your content. If you don't believe me just log into Twitter
and search the hash tag #TRANSACT15 ... you will be pleasantly surprised at all
the pre-show activity on this channel. The show hashtag allows you to
personally deliver your content to interested individuals, and if they find
value in your content they will share it downstream with members of their
tribe.
OK, so let's back to
the speedy creation and publication of content that will be digested by your
tribe. During trade shows you've got to
make your posts easier to consume on the go. You have a limited window of opportunity
with a captive audience that is interested in anything pertaining to the event.
Short is good, and what better way to get your message across with limited
words than by adding pictures and video to make your content stand out?
You are
communicating with a business audience so
you have to "up your game" a notch to get noticed, but in no
way am I saying that you need to create a corporate-quality production. Social
imagery that is directed to a business audience needs to be targeted and to the
point, in focus, and clearly audible.
"Targeted and to the point" is dependent on your insights and
creativity, but in focus and audible is easily improved with some tools to
enhance your recording device.
My suggestion is to
travel light so you are "ever ready" to catch that content
moment. I accomplish this by taking
advantage of my iPhone 6's built in camera and accessorizing it with some photo
and video tools to improve the quality of my imagery and videos. I have attached a picture of my digital
content session kit and would love to find out what you are doing.
If you are attending
TRANSACT15 feel free to stop by booth #1617 and I'll show you my gear. Even better, if you have some value to add to
the “conversation” stop by and let's create some good content. Hope to meet you next week!
No comments:
Post a Comment