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How to Optimize Your Profile at
          MWC 2012:
       Tips and Tools for
      Presentations, Public
Relations, Analyst Relations and
          Social Media

                www.shapiramarketing.com
Nancy Shapira-Aronovic

The Founder and Manager of shapira marketing, a pr, ar
and social media agency for b2b
Former Director of Corporate Marketing for the Formula
Group www.formulagroup.com
20+ years experience in Marketing Management, AR and
PR and Social Media for Hi-Tech Companies
Lecturer on PR, Analyst Relations and the new rules of
marketing
Blogger on Marketing, Positioning & AR
   http://shapiramarketing.com/blog



                         www.shapiramarketing.com
Agenda
 What Tools do you need to Succeed at MWC 2012?
 Goals and Deliverables for the Workshop
 Facts and Figures: Media, Analysts and Social Media
 at MWC 2012
 Tools for Success at MWC 2012:
   Presentation Skills
   Public Relations
   Analyst Relations
   Social Media


                          www.shapiramarketing.com
Goals and Deliverables for the Workshop
  Learn how to Optimize Your Activities at
  MWC 2012 Using:
   Presentation Skills Tips
   PR Tips
   AR Tips
   Social Media Tips
  Deliverables:
    Skills to improve your effectiveness at the Show


                              www.shapiramarketing.com
Facts and Figures: Media, Analysts
and Social Media at MWC 2012




                  www.shapiramarketing.com
Who Attends MWC




        www.shapiramarketing.com   6
Key Themes for MWC 2012




            www.shapiramarketing.com   7
Social Media @MWC: My MWC




              www.shapiramarketing.com   8
Social Media @MWC: My MWC
 Attendees can begin using My MWC to:
   Connect: Network with other attendees prior to the event
   Meet: Contact attendees and exhibitors with shared interests and
   setup on-site meetings
   Share: Follow conference sessions and engage in forum
   discussions
   Plan: Create a personalized schedule including conference
   sessions and meetings
   Create and post live status updates
   Access a printable agenda
   Enjoy enhanced search capabilities
   Benefit from improved contact approvals
   Download Conference Presentations


                                   www.shapiramarketing.com           9
Social Media @ MWC




 http://www.mobileworldcongress.com/social-media


                                www.shapiramarketing.com   10
Social Media @MWC: Google+




               www.shapiramarketing.com   11
Set Goals: Sales, Research, Brand




 https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc



                                                             www.shapiramarketing.com                         12
Presentation Skills Tips for a 30 Minute Presentation
    Know your Audience
    Customize your Message
    Use a powerpoint as a guide only
    Practice a 20 minute presentation—with 10
    slides
    Create a relationship with Your Audience
    Read body language
    Use a 28-30 point font
                             www.shapiramarketing.com
Presentation Tips: What Not to Do




                  www.shapiramarketing.com
Body language, delivery, all very important. Cisco did
some studies and found that body language and vocal
tone account for about 63% of communication. That
confirms other studies that found the majority of the
impression we make has little to do with the actual words.
Of course, you can‘t improve your body language and
vocal delivery unless www.shapiramarketing.com Practice
                      you.. Practice, Practice,
www.shapiramarketing.com
www.shapiramarketing.com
www.shapiramarketing.com
More Presentation Tips

 Brain Rules for Presentors
 Presentation Tips from Steve Jobs
 PPT Tips
 PPT Training Course


                   www.shapiramarketing.com
How to Create a Successful PR Strategy for MWC 2012

     Create a message/news for the Show
     How to prepare for the Interview
     Tips from a Journalist
     What to include in a ppt presentation
     Create a PR/Byline or other content
     Create a To-do List
     Q&A

                           www.shapiramarketing.com
PR Tips: Creating News for the Show
  Your potential news
   Customer wins
   Product launch
   Success Story
   Partnerships
   Statistics/data/opinion
  Your news strategy
   Before?
   During?
   Both?

                             www.shapiramarketing.com   21
PR Tips: Find Your Targets
 Create a list with your PR Agency of who your main
 targets are
 Many Journalists will be busy with top tier companies so
 if you are a small company create a list of 2nd and 3rd
 Tier targets also
 Paid Directories: Media Agility, Cision, Vocus
 Free Journalist Directories
    MediaSync Online
 Twitter Directories
    Journalists on Twitter

                             www.shapiramarketing.com       22
PR Tips: Targeting interviews to the right audience

  Who should know about you?

  Who buys your products/solution?

  What do they read?

  Avoid spamming

                           www.shapiramarketing.com   23
PR Tips: What A Journalist Wants to Hear
  Best practice suggestions and advice from
  a journalist Ewan MacLeod, Mobile
  Industry Review




                      www.shapiramarketing.com   24
PR Tips: Journalist‘s Perspective
 Focus is inevitably on bigger brands
    Some will only file *one* report from the show
    Online media are important – but some will
   need to file *multiple* stories
    Timing is important
      Start pitching ‗show diary‘ or similar features asap
   If your news isn‘t strong look for alternatives
      Your incremental product ‗release‘ may not be big
     ‗news‘, but if you‘re a ―friend‖ it may get covered.
                             www.shapiramarketing.com        25
PR Tips: Journalist‘s Perspective
 Even if you make an appointment — the journalist may
 not show up…It takes 20-30 minutes to cross the Fira
 It isn‘t all about the Story—it is Personal
     Invite journalists for a drink BEFORE MWC
     Make a connection on social networks
 But don‘t chase with ―small‖ news stories
 For the best effects you (or your PR team) must be:
     Crazily Responsive
     Amazingly Forgiving


                            www.shapiramarketing.com    26
PR Tips: What to include in a PPT
 Agenda
 Company Vision
 Company History
 Executive Team
 Problem
 Your Solution
   Business Value
   Technology
   Road Map
   GotoMarket
 Competition -- What is your Differentiator?
 The News Story—no NDAs
 Summary

                                    www.shapiramarketing.com
Press Release: External or Internal




                   www.shapiramarketing.com
Create a PR CheckList




           www.shapiramarketing.com
How to Create a Successful AR Strategy for MWC

    Map out the Key Analysts
    Start Early---Create Relationships
    How to Prepare for the Briefing
    What to include in a powerpoint
 presentation
    Create a Checklist
    Q&A
                        www.shapiramarketing.com
AR Tips: Map Out the Analysts
   Forrester Analysts on Twitter
   Gartner Analysts on Twitter
   Yankee Group Analysts on Twitter
    Mobile Analysts on Twitter
    Use AlltheAnalysts to see who Covers Your
   Topic


                        www.shapiramarketing.com   31
AR Tips: Map out the Analysts




                  www.shapiramarketing.com
AR Tips: Start Early
 Don‘t Wait until the Show
 Create a Relationship early
 Map out the Analysts by Tier and
 influence
 Create a different message than the one
 for journalists


                     www.shapiramarketing.com   33
AR Tips: Setting up briefings in advance

  Why it‘s important
  Who to contact?
  When to contact?
  How to contact?
  Pre-briefings
  At-show briefings



                       www.shapiramarketing.com   34
The Analyst‘s Impact On The Buying Process


       Typical Technology Acquisition Lifecycle


20%                                       80%
Written Materials                         Direct Interaction



              Analyst Impact Through…
 Exposure                                         Influence

                               www.shapiramarketing.com
                                                               35
Sell Side - (Vendors)             Buy Side - (ETBs)
                          Talking Heads                         Deal Makers & Breakers
                                                                                   ●
                                                    ●                          Gartner
                                                 IDC
                                                                               RAS
                                              ●
                                             Gartner
                                             Dataquest                    ●
                                                                       Forrester
                                           ●
                                          Datamonitor
               Exposure




                                                    ●                ●        ●
                                            Frost & Sullivan      Ovum      AMR
                          ●Enderle                           ●
                                                    ●     Yankee   Tower●
                              ●The 451           InStat        ●Aite●      Burton ●
                                                                  AMI
                            ●Aberdeen                   ●Fin. Insights        ●
                                        ●        ●
                                                           Celent● ESG ● Gartner
                                    Current     Red
                                                                             IAS
                                    Analysis    Monk    ●    ARC Advisory
                                                       IMS        ●
                                                ●
                                             Kennedy ●Manu. Insights
                                                         ●          ●
                                                     Ideas Intl. Semico
                            ● Hurwitz                        ●
                                                         Forward
                          Consultants & Wannabes         Concepts    Point Players

                                                   Influence
Source and © 2009 The Knowledge Capital Group                                              36
                                                                www.shapiramarketing.com
How to Request a Briefing




                  www.shapiramarketing.com
AR Tips: Different than Journalists
  Analysts are not looking for an immediate
  story
  They may take months to write up your
  information—or not at all
  They may recommend you for an RFP
  Talk about Vision, your Roadmap


                       www.shapiramarketing.com   38
AR Tips: Tips for a Good Briefing
Be enthusiastic
Keep it short
Know your analyst
Set an agenda
Make it a conversation, not a lecture
Use powerpoint as little as possible
Do not get into a heated argument if the analyst
disagrees
Do follow up afterwards to continue the dialogue


                            www.shapiramarketing.com
AR Tips: What to include in a PPT
 Agenda
 Company Vision—very important
 Company History
 Executive Team
 Problem
 Your Solution
   Business Value
   Technology
   Road Map
   GotoMarket
 Competition Map
 Summary
                             www.shapiramarketing.com
Talk half the time, listen half the time

 Best Practices – Time Allocation




                                                                      41
                                           www.shapiramarketing.com
Create an AR CheckList




            www.shapiramarketing.com
How to Create a Social Media Strategy for MWC
 Twitter
 Linkedin Groups and Company Pages
 Linkedin Events
 To Facebook or not to Facebook?
 Youtube to generate Traffic to your Website
 Foursquare to bring people to your booth
 Content, Content, Content
 Create a Checklist
 Q&A


                              www.shapiramarketing.com
Why Twitter is Important
It‘s an amazing form of distribution
It‘s where things happen first
As a search engine, it rivals google
It‘s a great reporting tool
It‘s a fantastic form of marketing
It has a long attention span
It creates communities
It changes notions of authority
It is an agent of change
http://www.guardian.co.uk/media/2010/nov/19/alan-rusbridger-twitter

                                     www.shapiramarketing.com
Social Media Tips: Twitter
 Use a hash tag for the event
   Use your website and marketing communications to let customers and
   prospects know you will be tweeting about the trade show. Use the
   #mwc2012 for the event so followers can easily locate your messages
   and stay informed.
 Schedule your tweets
   Rather than tweeting everything live, use a Twitter scheduling service so
   thing are less chaotic. Scheduling services allow you to schedule the
   most important tweets in advance.
   You and the other exhibitors participating in the Twitter promotion can
   decide on an appropriate timing and then tweet live throughout the show
   to complement the scheduled tweets.
   http://www.trade-show-advisor.com/trade-show-marketing-twitter.html



                                       www.shapiramarketing.com                45
Social Media Tips: Twitter
 Organize a tweet-up
   To network with other exhibitors at the trade
   show, organize a Tweet-up for attendees and
   exhibitors. A Tweet-up provides a way for followers to
   chat in person without the 140 character limit and
   make new contacts.
   Let all of your Twitter followers know that you‘ll be
   organizing a Tweet-up and encourage them to tell all
   of their followers. If possible, try to get a high profile
   Tweeter to attend the Tweet-up because it will
   generate a lot more buzz that way.

                               www.shapiramarketing.com         46
Social Media Tips: Linkedin
RSVP for GSMA MWC 2012 on LinkedIn Events
and see who else has RSVP'd for it. Cultivate relationships with those who have RSVP’d
by inviting them to connect with you on LinkedIn, following them on Twitter, visiting their
blogs, and arranging meetings with them at the trade show.




                                               www.shapiramarketing.com                       47
Social Media Tips: LinkedIn Events
Post your own trade show exhibit as a LinkedIn event and invite your connections
to attend




                                           www.shapiramarketing.com                48
Success Story Using LinkedIn Groups




Nir Shimony from Digimo Mobile
Payments started interacting with
this LinkedIn Group and was soon
named Top Influencer of the Week.
He has been able to set up meetings
using Groups


                                  www.shapiramarketing.com
Social Media Tips: Linkedin
Check if the event has it’s own LinkedIn group
  Join the MWC‘s LinkedIn Group. Join
  conversations, provide links to any relevant content
  you‘ve produced, and post thought-provoking
  questions and updates on the group‘s page.
  In LinkedIn groups, search for industry keywords and
  then join relevant groups. Post updates on these
  LinkedIn Group pages to find out if anyone will be
  attending MWC.



                           www.shapiramarketing.com
Social Media Tips: Use MWC Linkedin Groups to Network
   Check out Linkedin Groups:Join the Discussion
   GSMA Mobile World Congress (The Official Networking Group)
   The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on
   LinkedIn for the world's largest exhibition and conference for the mobile industry. We
   invite those who wish to stay in touch with contacts from the Congress. Next event:
   February 14-17, 2011 Barcelona, Spain.
   Owner: Julia Forsyth | 4,998 members | Share

   Mobile World Congress - Get connected in 2010
   MWC Barcelona 2010 - are you connecting?.
   Owner: Mike Gannon | 1,083 members | Share

   Mobile World Live
   Mobile World Live is an exciting new online portal that will serve as the voice of the mobile
   communications industry, and will extend the reach of the industry’s elite events, Mobile
   World Congress and Mobile Asia Congress throughout the year.
   Owner: Michelle Yeates (nee Lemon) | 525 members | Share

                                                  www.shapiramarketing.com                         51
Social Media Tips: Use Linkedin Groups to
                Network
Mobile World Congress (MWC) 2011 Networking
Mobile World Congress (MWC) 2011 Networking - a great platform for helping
all industry people in networking and making new connections.
Owner: Aviv Revach | 370 members | Share

MWC 2012 PR,AR and Social Media Strategies
A group to discuss preparing your PR, AR and Social Media strategy for MWC
2012
Owner: Nancy Shapira | 92 Members




                                      www.shapiramarketing.com               52
Social Media Tips: Linkedin
 After MWC
    After MWC is over, conduct your lead follow-up
    activities and include an invitation for prospects to
    connect with you on LinkedIn.
    You can use this professional networking site
    throughout the year to send out status updates that
    keep you and your company top-of-mind. You can
    also include links in your status updates to product
    videos, blog posts, special events, and PRs.



                              www.shapiramarketing.com
To facebook or not to facebook
Facebook is the 3rd social media channel of choice for B2B-after
Linkedin and Twitter
If you are going to use facebook here are some tips to help you:
    Keep up with trends and publish the latest breaking industry
    news
    Provide an incentive for people to engage with your page
    Capture email subscriptions for lead generation
    Target decision makers with paid advertising on facebook
    Use the page to do market research and surveys
    Promote your thought leaders and industry experts
    Sell your products and services
    Engage with your ―fans‖ – make the company human

                                  www.shapiramarketing.com
Youtube to generate traffic to your website
  Always remember that google owns youtube so any content uploaded
  will rank high in a google search providing you tag it correctly
  People are more inclined to watch a video presentation than read
  pages of marketing copy
  YouTube ranks only behind Google in the number of searches
  6 quick tips:
     Place Your Website Name on the Video
     Watch Your Video Quality
     Use Relevant Keywords
     Be Careful With Tag Fields
     Choose a Category Carefully
     Make The Videos Enjoyable
     Link to your MWC Landing Page

                                  www.shapiramarketing.com
Social Media Tips: Use QR Codes
 A QR code is a specific matrix barcode (or two-dimensional code) readable
 by dedicated QR barcode readers and camera phones. The information
 encode can be text, URL (web address) or other data.
 Here are 6 functional reasons why you should use QR codes at events:
    An electronic conference brochure - On a press release, event
    poster, marketing video, email blast, promotional products, or even a
    Twitter/Facebook post include a QR Code with a link to a downloadable
    PDF brochure.
    Create a Link to Conference Website - Use any of the channels
    identified above to distribute your link to prospective attendees. If your
    event registration and/or housing process is online you can post links to
    these locations as well.


                                        www.shapiramarketing.com                 56
Social Media Tips: Use QR Codes
 Conference Handouts - Post a QR code on the screen in the meeting room
 and participants can scan whatever the session handout into their smart
 phone.
 Post Event Survey/Evaluation - Once again, post the QR code for a link to
 the evaluation form on the session screen, and attendees can immediately
 provide feedback regarding the session they have just attended.
 Media Access - provide access to links for event music, video archives or
 pictures via a QR code.
 Share Contact Information - speakers, or exhibitors can post a QR code
 with their electronic contact information and attendees can scan it into their
 smart phone‘s contacts database, or email it to a friend/colleague. Attendees
 can exchange contact information with one another by scanning QR codes
 embedded on their phones.


                                         www.shapiramarketing.com                 57
Social Media Tips: Foursquare
 Create a Foursquare Campaign
    Mayor Specials: unlocked only by the Mayor of your venue. Who's the
    Mayor? It's your single most loyal customer! (the user who has checked in
    the most in the last 60 days)
    ("Foursquare has deemed you the Mayor? Enjoy a free order of french
    fries!")
    Check-in Specials: unlocked when a user checks in to your venue a certain
    number of times.
    ("Foursquare says you've been here 10 times? Come and get a cool
    giveaway)
    Frequency-based Specials: are unlocked every X check-ins.
    ("Foursquare users get 20% off any entree every 5th check-in!")
    Wildcard Specials: always unlocked, but your staff has to verify some extra
    conditions before awarding the Special.
    ("Show us your foursquare Swarm badge and get a free drink!")


                                        www.shapiramarketing.com                  58
Social Media Tips: Events
Check out Events to find out where your
prospects are going:
 MWC Unofficial Fringe Festival 2012
 MWC Official Site
 Wireless Industry Partnership Party
 Create a Facebook or Linkedin Event


                      www.shapiramarketing.com   59
Content Content Content
Create a list of keywords to include in your content that will be good for SEO
purposes
Create content that expresses who you are as a company and what you do
Keep all content relevant and current




                                        www.shapiramarketing.com
Create a Social Media CheckList




                www.shapiramarketing.com
After the Show
Follow up with all action items with media
and analysts
Blog and Tweet about your experience at
the show
Evaluate if you met your goals or not




                     www.shapiramarketing.com   62
Summary
Get the slides on slideshare and get info on New
Webinars: http://www.shapiramarketing.com/news-and-
events/events
Join our Linkedin Group: Technology PR, AR and Social
Media and MWC 2012: PR, AR and Social Media
Strategies for updates
We want your ideas—Tweet us:
  @nancyshapira




                           www.shapiramarketing.com     63
nancy shapira-aronovic
         manager, shapira marketing
             Cell: +972-54-4863888
      Email: nancy@shapiramarketing.com
              Twitter: nancyshapira
     Blog: http://shapiramarketing.com/blog
       Web: www.shapiramarketing.com
  Linkedin: http://www.linkedin/in/nancyshapira
Facebook:http://www.facebook.com/nancyshapira
                  LinkedIn Group
                   Google+ Page
               Skype: nancyshapira




                           www.shapiramarketing.com

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How to Optimize your Profile at MWC 2012

  • 1. How to Optimize Your Profile at MWC 2012: Tips and Tools for Presentations, Public Relations, Analyst Relations and Social Media www.shapiramarketing.com
  • 2. Nancy Shapira-Aronovic The Founder and Manager of shapira marketing, a pr, ar and social media agency for b2b Former Director of Corporate Marketing for the Formula Group www.formulagroup.com 20+ years experience in Marketing Management, AR and PR and Social Media for Hi-Tech Companies Lecturer on PR, Analyst Relations and the new rules of marketing Blogger on Marketing, Positioning & AR http://shapiramarketing.com/blog www.shapiramarketing.com
  • 3. Agenda What Tools do you need to Succeed at MWC 2012? Goals and Deliverables for the Workshop Facts and Figures: Media, Analysts and Social Media at MWC 2012 Tools for Success at MWC 2012: Presentation Skills Public Relations Analyst Relations Social Media www.shapiramarketing.com
  • 4. Goals and Deliverables for the Workshop Learn how to Optimize Your Activities at MWC 2012 Using: Presentation Skills Tips PR Tips AR Tips Social Media Tips Deliverables: Skills to improve your effectiveness at the Show www.shapiramarketing.com
  • 5. Facts and Figures: Media, Analysts and Social Media at MWC 2012 www.shapiramarketing.com
  • 6. Who Attends MWC www.shapiramarketing.com 6
  • 7. Key Themes for MWC 2012 www.shapiramarketing.com 7
  • 8. Social Media @MWC: My MWC www.shapiramarketing.com 8
  • 9. Social Media @MWC: My MWC Attendees can begin using My MWC to: Connect: Network with other attendees prior to the event Meet: Contact attendees and exhibitors with shared interests and setup on-site meetings Share: Follow conference sessions and engage in forum discussions Plan: Create a personalized schedule including conference sessions and meetings Create and post live status updates Access a printable agenda Enjoy enhanced search capabilities Benefit from improved contact approvals Download Conference Presentations www.shapiramarketing.com 9
  • 10. Social Media @ MWC http://www.mobileworldcongress.com/social-media www.shapiramarketing.com 10
  • 11. Social Media @MWC: Google+ www.shapiramarketing.com 11
  • 12. Set Goals: Sales, Research, Brand https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc www.shapiramarketing.com 12
  • 13. Presentation Skills Tips for a 30 Minute Presentation Know your Audience Customize your Message Use a powerpoint as a guide only Practice a 20 minute presentation—with 10 slides Create a relationship with Your Audience Read body language Use a 28-30 point font www.shapiramarketing.com
  • 14. Presentation Tips: What Not to Do www.shapiramarketing.com
  • 15. Body language, delivery, all very important. Cisco did some studies and found that body language and vocal tone account for about 63% of communication. That confirms other studies that found the majority of the impression we make has little to do with the actual words. Of course, you can‘t improve your body language and vocal delivery unless www.shapiramarketing.com Practice you.. Practice, Practice,
  • 19. More Presentation Tips Brain Rules for Presentors Presentation Tips from Steve Jobs PPT Tips PPT Training Course www.shapiramarketing.com
  • 20. How to Create a Successful PR Strategy for MWC 2012 Create a message/news for the Show How to prepare for the Interview Tips from a Journalist What to include in a ppt presentation Create a PR/Byline or other content Create a To-do List Q&A www.shapiramarketing.com
  • 21. PR Tips: Creating News for the Show Your potential news Customer wins Product launch Success Story Partnerships Statistics/data/opinion Your news strategy Before? During? Both? www.shapiramarketing.com 21
  • 22. PR Tips: Find Your Targets Create a list with your PR Agency of who your main targets are Many Journalists will be busy with top tier companies so if you are a small company create a list of 2nd and 3rd Tier targets also Paid Directories: Media Agility, Cision, Vocus Free Journalist Directories MediaSync Online Twitter Directories Journalists on Twitter www.shapiramarketing.com 22
  • 23. PR Tips: Targeting interviews to the right audience Who should know about you? Who buys your products/solution? What do they read? Avoid spamming www.shapiramarketing.com 23
  • 24. PR Tips: What A Journalist Wants to Hear Best practice suggestions and advice from a journalist Ewan MacLeod, Mobile Industry Review www.shapiramarketing.com 24
  • 25. PR Tips: Journalist‘s Perspective Focus is inevitably on bigger brands Some will only file *one* report from the show Online media are important – but some will need to file *multiple* stories Timing is important Start pitching ‗show diary‘ or similar features asap If your news isn‘t strong look for alternatives Your incremental product ‗release‘ may not be big ‗news‘, but if you‘re a ―friend‖ it may get covered. www.shapiramarketing.com 25
  • 26. PR Tips: Journalist‘s Perspective Even if you make an appointment — the journalist may not show up…It takes 20-30 minutes to cross the Fira It isn‘t all about the Story—it is Personal Invite journalists for a drink BEFORE MWC Make a connection on social networks But don‘t chase with ―small‖ news stories For the best effects you (or your PR team) must be: Crazily Responsive Amazingly Forgiving www.shapiramarketing.com 26
  • 27. PR Tips: What to include in a PPT Agenda Company Vision Company History Executive Team Problem Your Solution Business Value Technology Road Map GotoMarket Competition -- What is your Differentiator? The News Story—no NDAs Summary www.shapiramarketing.com
  • 28. Press Release: External or Internal www.shapiramarketing.com
  • 29. Create a PR CheckList www.shapiramarketing.com
  • 30. How to Create a Successful AR Strategy for MWC Map out the Key Analysts Start Early---Create Relationships How to Prepare for the Briefing What to include in a powerpoint presentation Create a Checklist Q&A www.shapiramarketing.com
  • 31. AR Tips: Map Out the Analysts Forrester Analysts on Twitter Gartner Analysts on Twitter Yankee Group Analysts on Twitter Mobile Analysts on Twitter Use AlltheAnalysts to see who Covers Your Topic www.shapiramarketing.com 31
  • 32. AR Tips: Map out the Analysts www.shapiramarketing.com
  • 33. AR Tips: Start Early Don‘t Wait until the Show Create a Relationship early Map out the Analysts by Tier and influence Create a different message than the one for journalists www.shapiramarketing.com 33
  • 34. AR Tips: Setting up briefings in advance Why it‘s important Who to contact? When to contact? How to contact? Pre-briefings At-show briefings www.shapiramarketing.com 34
  • 35. The Analyst‘s Impact On The Buying Process Typical Technology Acquisition Lifecycle 20% 80% Written Materials Direct Interaction Analyst Impact Through… Exposure Influence www.shapiramarketing.com 35
  • 36. Sell Side - (Vendors) Buy Side - (ETBs) Talking Heads Deal Makers & Breakers ● ● Gartner IDC RAS ● Gartner Dataquest ● Forrester ● Datamonitor Exposure ● ● ● Frost & Sullivan Ovum AMR ●Enderle ● ● Yankee Tower● ●The 451 InStat ●Aite● Burton ● AMI ●Aberdeen ●Fin. Insights ● ● ● Celent● ESG ● Gartner Current Red IAS Analysis Monk ● ARC Advisory IMS ● ● Kennedy ●Manu. Insights ● ● Ideas Intl. Semico ● Hurwitz ● Forward Consultants & Wannabes Concepts Point Players Influence Source and © 2009 The Knowledge Capital Group 36 www.shapiramarketing.com
  • 37. How to Request a Briefing www.shapiramarketing.com
  • 38. AR Tips: Different than Journalists Analysts are not looking for an immediate story They may take months to write up your information—or not at all They may recommend you for an RFP Talk about Vision, your Roadmap www.shapiramarketing.com 38
  • 39. AR Tips: Tips for a Good Briefing Be enthusiastic Keep it short Know your analyst Set an agenda Make it a conversation, not a lecture Use powerpoint as little as possible Do not get into a heated argument if the analyst disagrees Do follow up afterwards to continue the dialogue www.shapiramarketing.com
  • 40. AR Tips: What to include in a PPT Agenda Company Vision—very important Company History Executive Team Problem Your Solution Business Value Technology Road Map GotoMarket Competition Map Summary www.shapiramarketing.com
  • 41. Talk half the time, listen half the time Best Practices – Time Allocation 41 www.shapiramarketing.com
  • 42. Create an AR CheckList www.shapiramarketing.com
  • 43. How to Create a Social Media Strategy for MWC Twitter Linkedin Groups and Company Pages Linkedin Events To Facebook or not to Facebook? Youtube to generate Traffic to your Website Foursquare to bring people to your booth Content, Content, Content Create a Checklist Q&A www.shapiramarketing.com
  • 44. Why Twitter is Important It‘s an amazing form of distribution It‘s where things happen first As a search engine, it rivals google It‘s a great reporting tool It‘s a fantastic form of marketing It has a long attention span It creates communities It changes notions of authority It is an agent of change http://www.guardian.co.uk/media/2010/nov/19/alan-rusbridger-twitter www.shapiramarketing.com
  • 45. Social Media Tips: Twitter Use a hash tag for the event Use your website and marketing communications to let customers and prospects know you will be tweeting about the trade show. Use the #mwc2012 for the event so followers can easily locate your messages and stay informed. Schedule your tweets Rather than tweeting everything live, use a Twitter scheduling service so thing are less chaotic. Scheduling services allow you to schedule the most important tweets in advance. You and the other exhibitors participating in the Twitter promotion can decide on an appropriate timing and then tweet live throughout the show to complement the scheduled tweets. http://www.trade-show-advisor.com/trade-show-marketing-twitter.html www.shapiramarketing.com 45
  • 46. Social Media Tips: Twitter Organize a tweet-up To network with other exhibitors at the trade show, organize a Tweet-up for attendees and exhibitors. A Tweet-up provides a way for followers to chat in person without the 140 character limit and make new contacts. Let all of your Twitter followers know that you‘ll be organizing a Tweet-up and encourage them to tell all of their followers. If possible, try to get a high profile Tweeter to attend the Tweet-up because it will generate a lot more buzz that way. www.shapiramarketing.com 46
  • 47. Social Media Tips: Linkedin RSVP for GSMA MWC 2012 on LinkedIn Events and see who else has RSVP'd for it. Cultivate relationships with those who have RSVP’d by inviting them to connect with you on LinkedIn, following them on Twitter, visiting their blogs, and arranging meetings with them at the trade show. www.shapiramarketing.com 47
  • 48. Social Media Tips: LinkedIn Events Post your own trade show exhibit as a LinkedIn event and invite your connections to attend www.shapiramarketing.com 48
  • 49. Success Story Using LinkedIn Groups Nir Shimony from Digimo Mobile Payments started interacting with this LinkedIn Group and was soon named Top Influencer of the Week. He has been able to set up meetings using Groups www.shapiramarketing.com
  • 50. Social Media Tips: Linkedin Check if the event has it’s own LinkedIn group Join the MWC‘s LinkedIn Group. Join conversations, provide links to any relevant content you‘ve produced, and post thought-provoking questions and updates on the group‘s page. In LinkedIn groups, search for industry keywords and then join relevant groups. Post updates on these LinkedIn Group pages to find out if anyone will be attending MWC. www.shapiramarketing.com
  • 51. Social Media Tips: Use MWC Linkedin Groups to Network Check out Linkedin Groups:Join the Discussion GSMA Mobile World Congress (The Official Networking Group) The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on LinkedIn for the world's largest exhibition and conference for the mobile industry. We invite those who wish to stay in touch with contacts from the Congress. Next event: February 14-17, 2011 Barcelona, Spain. Owner: Julia Forsyth | 4,998 members | Share Mobile World Congress - Get connected in 2010 MWC Barcelona 2010 - are you connecting?. Owner: Mike Gannon | 1,083 members | Share Mobile World Live Mobile World Live is an exciting new online portal that will serve as the voice of the mobile communications industry, and will extend the reach of the industry’s elite events, Mobile World Congress and Mobile Asia Congress throughout the year. Owner: Michelle Yeates (nee Lemon) | 525 members | Share www.shapiramarketing.com 51
  • 52. Social Media Tips: Use Linkedin Groups to Network Mobile World Congress (MWC) 2011 Networking Mobile World Congress (MWC) 2011 Networking - a great platform for helping all industry people in networking and making new connections. Owner: Aviv Revach | 370 members | Share MWC 2012 PR,AR and Social Media Strategies A group to discuss preparing your PR, AR and Social Media strategy for MWC 2012 Owner: Nancy Shapira | 92 Members www.shapiramarketing.com 52
  • 53. Social Media Tips: Linkedin After MWC After MWC is over, conduct your lead follow-up activities and include an invitation for prospects to connect with you on LinkedIn. You can use this professional networking site throughout the year to send out status updates that keep you and your company top-of-mind. You can also include links in your status updates to product videos, blog posts, special events, and PRs. www.shapiramarketing.com
  • 54. To facebook or not to facebook Facebook is the 3rd social media channel of choice for B2B-after Linkedin and Twitter If you are going to use facebook here are some tips to help you: Keep up with trends and publish the latest breaking industry news Provide an incentive for people to engage with your page Capture email subscriptions for lead generation Target decision makers with paid advertising on facebook Use the page to do market research and surveys Promote your thought leaders and industry experts Sell your products and services Engage with your ―fans‖ – make the company human www.shapiramarketing.com
  • 55. Youtube to generate traffic to your website Always remember that google owns youtube so any content uploaded will rank high in a google search providing you tag it correctly People are more inclined to watch a video presentation than read pages of marketing copy YouTube ranks only behind Google in the number of searches 6 quick tips: Place Your Website Name on the Video Watch Your Video Quality Use Relevant Keywords Be Careful With Tag Fields Choose a Category Carefully Make The Videos Enjoyable Link to your MWC Landing Page www.shapiramarketing.com
  • 56. Social Media Tips: Use QR Codes A QR code is a specific matrix barcode (or two-dimensional code) readable by dedicated QR barcode readers and camera phones. The information encode can be text, URL (web address) or other data. Here are 6 functional reasons why you should use QR codes at events: An electronic conference brochure - On a press release, event poster, marketing video, email blast, promotional products, or even a Twitter/Facebook post include a QR Code with a link to a downloadable PDF brochure. Create a Link to Conference Website - Use any of the channels identified above to distribute your link to prospective attendees. If your event registration and/or housing process is online you can post links to these locations as well. www.shapiramarketing.com 56
  • 57. Social Media Tips: Use QR Codes Conference Handouts - Post a QR code on the screen in the meeting room and participants can scan whatever the session handout into their smart phone. Post Event Survey/Evaluation - Once again, post the QR code for a link to the evaluation form on the session screen, and attendees can immediately provide feedback regarding the session they have just attended. Media Access - provide access to links for event music, video archives or pictures via a QR code. Share Contact Information - speakers, or exhibitors can post a QR code with their electronic contact information and attendees can scan it into their smart phone‘s contacts database, or email it to a friend/colleague. Attendees can exchange contact information with one another by scanning QR codes embedded on their phones. www.shapiramarketing.com 57
  • 58. Social Media Tips: Foursquare Create a Foursquare Campaign Mayor Specials: unlocked only by the Mayor of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!") Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? Come and get a cool giveaway) Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!") Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!") www.shapiramarketing.com 58
  • 59. Social Media Tips: Events Check out Events to find out where your prospects are going: MWC Unofficial Fringe Festival 2012 MWC Official Site Wireless Industry Partnership Party Create a Facebook or Linkedin Event www.shapiramarketing.com 59
  • 60. Content Content Content Create a list of keywords to include in your content that will be good for SEO purposes Create content that expresses who you are as a company and what you do Keep all content relevant and current www.shapiramarketing.com
  • 61. Create a Social Media CheckList www.shapiramarketing.com
  • 62. After the Show Follow up with all action items with media and analysts Blog and Tweet about your experience at the show Evaluate if you met your goals or not www.shapiramarketing.com 62
  • 63. Summary Get the slides on slideshare and get info on New Webinars: http://www.shapiramarketing.com/news-and- events/events Join our Linkedin Group: Technology PR, AR and Social Media and MWC 2012: PR, AR and Social Media Strategies for updates We want your ideas—Tweet us: @nancyshapira www.shapiramarketing.com 63
  • 64. nancy shapira-aronovic manager, shapira marketing Cell: +972-54-4863888 Email: nancy@shapiramarketing.com Twitter: nancyshapira Blog: http://shapiramarketing.com/blog Web: www.shapiramarketing.com Linkedin: http://www.linkedin/in/nancyshapira Facebook:http://www.facebook.com/nancyshapira LinkedIn Group Google+ Page Skype: nancyshapira www.shapiramarketing.com

Notes de l'éditeur

  1. If they have experience
  2. Pipelines Internal External