Higher Logic Learning Series: Tradeshow Booth Crawl [12-02-10]
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Higher Logic™, a leading professional social media solutions provider, presents Tradeshow Booth Crawl—Use Social Technology to Check-in to Your Membership. Listen as industry experts Jim Kelly, Syscom Services' CEO, and Lauren Wolfe, Higher Logic's Marketing and Communications Manager, show you innovative ways to integrate social media and geo-location apps with your events.
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Higher Logic Learning Series: Tradeshow Booth Crawl [12-02-10]
- 1. Tradeshow Booth Crawl:Use Social Technology to Check-in to Your Membership Higher Logic Q4 Learning Series12-02-10 Jim Kelly, CEO, Syscom Services Lauren Wolfe, Marketing, Higher Logic
- 2. Jim Kelly CEO and founder of Syscom Services MOBILE: Blackberry Storm Technology I can’t live without: Pandora Anything else? my alarm clock!
- 3. Lauren Wolfe Marketing & CommManager for Higher Logic MOBILE: Andriod Technology I can’t live without: My DVR (besides my mobile) Must download: twitpic
- 4. The Game Plan Define geo-location based applications Explain why it matters to YOU Describe our social business experiment: The Tradeshow Booth Crawl Answer questions from you
- 5. Geo-location: Defined Geo-location is a term used to describe the capability to detect and record where you and other people are located via an Internet-connected computer or device. Geo-location information can be obtained in a number of ways including data about a user's IP address, MAC address, RFID, Wi-Fi connection location, or GPS coordinates. SOURCE: webopedia
- 6. Geo-location: Why So Hot?
- 7. Geo-location: Top 3 Examples: foursquare gowalla whrrl Honorable mention: Facebook Places
- 14. What Does This Mean for YOU? The world is using geo-location apps Your members are using geo-location apps Can you leverage social technology to create new member benefits? We think so…hence the social business experiment: The Tradeshow Booth Crawl
- 15. What is it? A group of 9 exhibitors joined together in a promotion that combines social technologies foursquare (geo-location mobile app) and twitter (public social network). Each vendor provided a donation to participate. The money was combined to purchase booth materials as well as prizes. Tradeshow hours on Sunday and Monday during ASAE’s 2010 Annual Meeting & Expo in August.
- 16. Why did we do it? 6 reasons Create buzz and drive booth traffic. Demonstrate value in our companies and products by using social technologies in a new way. Improve visibility at the show and get PR from ASAE staff as well as attendees.
- 17. Be the talk of the show. Provide ways to interact through social media with technology vendors/products. Gain post-show PR and new way for follow up.
- 18. First, Round Up the Troops 1. Higher Logic 2. Syscom Services Boxwood Delcor Design Data Highroad Solutions Informz LearnSomething TMAR LORETTA & BILL, DELCOR BOOTH
- 19. Let’s Play Attendees were given a “Tradeshow Floor Grid” which served as the “map” for the contest. Each attendee was required to “check-in” at all the participating booths. No foursquare account required to play.
- 20. The Grid
- 21. Yes, I have foursquare Attendee checks in at the booth via app Booth staff person signs their Grid Include a message with name, org name, booth number and action Add the conference hashtag Add your hashtag EXAMPLE:Angelika Lipkin of Higher Logic checked into Booth 461 and test drove mobile membership #asae10 #higherlogic
- 22. No, I don’t have foursquare Booth staff person takes attendee business card and will check them in later on generic account Booth staff person initials their Grid to complete check in Attendee is directed toback of the Grid for more info on foursquare
- 24. Alert the Media Marketing was critical pre-show and onsite Traditional Digital press release Press Kit Word of Mouth Crowdsourcing ASAE ANNUAL DAILY NOW, AUGUST 2010
- 25. Digital Press Release PRweb - $360www.higherlogic.com/foursquare
- 26. Press Package Fact Sheet for the game Fact Sheet of the players Name/booth number Contact info Website Approved quote
- 27. Onsite Collateral TMA RESOURCES BOOTH
- 28. Go Viral
- 29. The Results 2,000 booth visits 6 PRIZE WINNERS All technology solution providers plus one renewed for Tech Conference Established stronger bonds with partners Created new partner relationships Increased booth traffic and new clients PR LAUREN & JIM ROUND UP THE GRIDS
- 30. What We Learned Keep it simple What to do next time to improve the game Adjust the Grid Use gift cards Vamp up signage Continue to rely on team
- 31. Check Us Out Again Tradeshow Booth Crawl Game Dec. 14-15Washington, DC Our story and interactive session March 13-15Colorado Springs, CO
- 32. Stay Connected Jim KellyCEO Syscom ServicesJim@SyscomServices.com@JimKellyCOfacebook/JimKellyCO Lauren A. WolfeMarketing & Comm ManagerHigher LogicASAE YAEC Vice Chair 2011-2012lauren@higherlogic.com@laurenawolfefacebook/laurenawolfe
Editor's Notes
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- (Jim)THANK YOU, we’re happy to be here today and to tell our story on the Higher Logic’s Q4 Learning Series program. Let’s kick off our session by starting with the game plan. Today we’re going to:Define Geo-location based applicationsExplain why it matters to YOUDescribe our social experiment: The Tradeshow Booth CrawlAnswer questions from youLauren is now going to break down the basics, Lauren…
- (Lauren)Alright, thanks Jim. So I like to start this conversation with a brief over view of geo-location. (quick poll: how many attendees know what geo-location is all about?)*pause for real-time pollAs I can see from the poll, geo-location is a common term that many of us know, but don’t know much about. I’m sure you’ve heard the term, geo-location is becoming a buzz word in the association space. Based our registration numbers for today’s session, I can also see that this is a topic of interest. And that’s good. Trending currently, you always want to make sure you’re up-to-date on the latest so you can bring even more value to your members. We all know this is difficult to do since we’re all busy, so Jim and I are hoping that through hearing out Tradeshow Booth Crawl story, you’ll become inspired to add “geo-location” to your list.So let’s get started. According to webopedia, geo-location is a term used to describe the capability to detect and record where you and other people are located via an Internet-connected computer or device. Geo-location information can be obtained in a number of ways including data about a user's IP address, MAC address, RFID, Wi-Fi connection location, or GPS coordinates.
- (Lauren)Make sense? Essentially geo-location is changing the way we get, retain and use information. Okay so what does this mean to you? What does this mean for your members? And why is geo-location so HOT?Your location is an important frame of reference for pretty much everything you do. Whether you’re sharing photos, scouting out a place to eat, searching for a movie, or simply lounging at home looking for something to do, where you are in the world matters.The trend is also trickling over to websites with the help of geo-aware browsers. Web and mobile applications are now, more than ever, incorporating location as an experience-enhancing feature for differentiation in increasingly crowded markets. According to Mashable, geo-location apps influence consumer adoption and inspire developer creativity. Essentially geo-location influences everything we do. Have you heard of geo-location marketing? Quite simply it is a method of delivering content to a consumers mobile device based on the consumers geo-location. Here’s a screen shot from “geoplum.” The method is simple, when the consumer runs the app, “geoplum” will obtain you current location from your mobile device, contact the server network using your internet connection and return content for a 1 mile radius around the user. So here the user wants to find dish soap, using the geo-location app “geoplum”, the user was able to locate the nearest retail outlet to locate the product. Most of these app have developed or are working on developing revenue generating streams such as coupons, discount codes or advertising specials through the app only. Perhaps on Black Friday last week you checked-into a store and received an additional Foursquare check-in discount?Something to think about…but for the purposes of today’s session, we are going to focus on how geo-location applications can be used at your next conference, tradeshow or event.
- (Lauren)I’d like to mention the top 3 trending geo-location based apps:foursquaregowallawhrrlWith of course an honorable mention: Facebook Places.Places is a Facebook feature that allows you to see where your friends are and share your location in the real world. When you use Places, you'll be able to see if any of your friends are currently checked in nearby and connect with them easily. You can check into nearby Places to tell your friends where you are, tag your friends in the Places you visit, and view comments your friends have made about the Places you visit. Use Places to experience connecting with people on Facebook in a completely new way. Check-ins are posted to your Facebook account and you must have a Facebook account to use. At this time, the Places application is available to users in select countries with mobile access to the Facebook application for iPhone, Android, Blackberry v1.9, or touch.facebook.com. Alternatively, you can access the Places application through your device’s web browser. For more info, login to Facebook.com
- (Lauren)Foursquare is a geo-location based mobile application that encourages users to explore their cities and rewards them by earning points towards mayorships and badges. When a foursquare user arrives at a location, they use their mobile device to check-in, view tips about the location and see what other friends are checked-in to that location. It has the biggest network – (add new stat) and has consistently good updates and features.The best part of Foursquare is the competition - users who check in most at a location become the mayor. The app also uses badges to reward check-ins, and these virtual awards have led many a user to quest after items like "I'm on a Boat" badge. Your network on Foursquare is built from friend requests, generated from Twitter followers, Facebook fans and email contacts.Foursquare's one downfall is that it doesn't allow photo submissions - at all. Users can submit to-do suggestions or tips, and post their locations to Twitter or Facebook, but adding images just isn't available yet. As of October 2010, foursquare had over 4 million users worldwide. (source: foursquare)
- (Lauren)Gowalla has the market on attractive location-based apps cornered. It works in a similar way to Foursquare - you "check-in" by selecting a nearby location on your mobile device. The caveat with Gowalla is that you must actually be at (or close to) the location you want to choose. Users are given a PASSPORT which is a collection of stamps—both everyday and extraordinary—from the places you’ve been aka “checked-in”. Check in with Gowalla on your phone to stamp your Passport at each place you visit. It’s pretty much like stamping your passport in real life. Also, Gowalla offers TRIPS which are like geographical scavenger hunts. Enjoy trips created by National Geographic, USA TODAY, CNNMoney and others that guide you to restaurants, through parks and gardens, or on historic walking tours. Of course, you can create and share your own trips with your friends as well.Pins are added to your Passport to remind you of your achievements, like trips you've completed. Gowalla does more than check in. Unlike Foursquare, you can take photos, comment on places friends go, and share HIGHLIGHTS from your life. A Highlight tells a story about a place that is special to you—And it also tells a story about yourself. An example of Highlight would be “best cup” or You “my happy place.” You may also find virtual items left around the world like digital souvenirs. Many items are redeemable for real-world rewards such as apparel, movie tickets, gadgets and more. Gowalla also uses a virtual rewarding system.Users can pick up or leave "items" (a taco, ice skates, a drink) at locations for other users to find. Gowalla is currently available for iPhone, Android, Blackberry and Palm webOS phones.
- (Lauren)Whrrl is an app that's reinterpreting social and gaming in location based apps. Foursquare and Gowalla have taken a similar virtual reward approach that's essentially the same from place to place and for user to user. Whrrl, on the other hand, has created "societies", within which users gain points and move up levels. CHECK IN – using the location on your mobile phone to discover Societies. Find people just like you based on your real world patterns. Keep your check-ins private, share with only trusted friends, all friends, the public or share on Facebook and Twitter.For example, each time I check in at the gym, I get points in the "gym rat" society to move up from rookie to total gym junkie.Whrrl is one of the few apps that rewards users for making recommendations or adding tips. When you add a to-do item, Whrrl gives youpoints towards a society. If someone completes that item or recommends it to others, youget points as well. Whrrl is the first app, to me, to really incentivize the user-generated content portion of their tool.Also you can CREATE A STORY – by posting photos and notes to your check-in. They are auto-grouped for easy sharing. You can connect cameras by joining someone’s check-in to add your point of view. Create a more powerful story by combining photos and notes with friends.When you check in, Whrrl will add a FUN FACT you can use to learn about the place, neighborhood and social terrain around you. For example, if you check in to a Chinese restaurant, and you might get fortune or perhaps a good joke or pick up line for a check in at a bar.
- (Lauren)What does this mean for you? As you’ve seen, the world is using geo-location apps.Your members are using geo-location apps.Can you leverage social technology to create new member benefits?We think so…hence the social experiment: The Tradeshow Booth Crawl.Jim is now going to explain the Tradeshow Booth Crawl, Jim…
- (Jim) So Lauren and I are at a bar… Where several of my businesses have started: and like any two marketing people we are engaging in a brainstorming session. We were discussing how we could capture peoples attention, drive booth traffic and engage booth visitors at the next trade-show. Both of us being Foursquare users we hit upon the discussion of how we might be able to use geo-location services. One more beer and the idea took form. If people “check into” a restaurants to get coupons and deals and to let friends know where they are could we use a similar concept to get people to check into our booths? And how could we get them to check into both of our booths? We needed a good benefit for them to check in and funding a expensive prize seemed not worth it so the idea banding together with multiple “simpatico” technology companies germinated. From there the benefits became obvious and the details were the challenge.
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- (Lauren)So now that Jim covered the basics of the Tradeshow Booth Crawl, it’s important we go over the marketing plan. Marketing was critical pre-show and onsite because we were trying to keep the game quiet until arrival in LA. We chose to use both traditional and non-traditional forms of marketing.
- (Lauren)First, we wrote a digital press release and published the release via PRweb. We chose to use the SEO package and added SEO friendly search terms throughout. I recommend using a service like PRweb to push your story to the media and across the web. (add some stats)Also, we created a link tracker for the release, so we could keep track of statistics and make the link easy to forward.
- (Lauren)In addition to the press release, we created two Fact Sheets:The Tradeshow Booth CrawlThe Solution Providers (the exhibitors)The Tradeshow Booth Crawl Fact Sheet included all the information about the game. This was designed to give press basic information and to eliminate repetitiveinterviews on the tradeshow floor.The Solution Provide Fact Sheet included all of the exhibitor name/booth numbers, a contact person for each booth, website, and an approved quote that press couldsimply cut and paste into a story.The result was a success and the time of the back end to create was worth it. Onsite Jim and I were not focused on doing interviews with the press, we were able to do our job on the tradeshow floor and answer unique questions as they came up. The press and ASAE staff reports of the daily show publication said this was a nice touch and made writing the story more appealing.
- (Lauren)For onsite collateral, we chose to create 8.5x11 foam core stand alone signs that each exhibitor could feature in their booth next to the Grids. This sign made attendees aware of participation in the contest. In some cases, attendees hadn’t heard about the contest and acquired because they saw the sign. For graphics, we chose to stick with traditional foursquare branding. We thought this would brand the contest and make it attractive to participate in. The size was selected because we didn’t want to overwhelm anyone’s previous created displays or distract from company branding/booth set ups. The stand alone pop out was added to eliminate hanging issues in the booths…and def no tape required!
- (Lauren)Lastly, with the help of TMA Resources, we created a 5 minute video tutorial on “how to play the game.” The ideas was to present the game in a different way. We intended the video clip to be entertaining and shareable. This proved to be right because the video was shared over 350 times and we a quick way to send someone information if they inquired about how to play. You can watch the video at: http://www.youtube.com/watch?v=PpXXDVmpZhMAnd let me give out a shout out to Jenna Crane and TMA Resources for scripting, filming and editing. They did a great job!
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