Getting the most from Twitter at LIVE events - with Zoe Cairns from ZC Media

This guest blog comes from social media expert, presenter and trainer Zoe Cairns from ZC Media

• Are you exhibiting this year? 
• Are you attending one of the main business shows in your region? 
• Would you like to engage with the attendees and other exhibitors before meeting them?

You can build and establish a rapport, know-like and trust to accelerate your business relationship with them before attending the event!

This is how……

Pre Event

#Hashtag

Find out what the event hashtag is. The event organiser should display this on their website.

Once discovered you can then go onto twitter and type this hashtag into the search bar. This will then bring up all the tweets and media for this hashtag.

Have a browse through what has already been tweeted, check out the conversation and pictures being shared. Start to engage back with this audience as these are the people and organisations that will be at the event.

If you are using Tweetdeck, Hootsuite or Sendible you can add this hashtag stream to your dashboard and whenever there is a new post with this hashtag you will be notified and kept up to date with the conversation.

Check the event website for exhibitors and find them on twitter

A great way to get your brand in front of other exhibitors to raise brand awareness is to start following them on twitter and engaging with them.

Visit the event’s website and check out who will be exhibiting. You can either then find their twitter link on their website or via the twitter search by typing in their company name.

Once you have found their twitter account follow them and add them to a twitter list called the event name i.e.: KentB2B.

When you follow someone on twitter they are notified that you have followed them. They will then hopefully reciprocate and follow you back.  Again this is great for building brand awareness but also the start of building a business relationship with someone before attending the event.

Engage

Once you have created your twitter list and added the people tweeting with that particular hashtag to the twitter list too, you can then start engaging with these people before the event.

Check your twitter list on a regular basis as to what the contributors are saying, sharing and posting. Engage with them; comment on their posts, share their content if valuable and contribute to their conversation. This will start to build a rapport with those people.

Please note: Don’t stalk them ;-)

Remember to include the hashtag in your tweets and replies. This then means your tweets and replies are included in the conversation stream too.

Tweet about the event

Put together 8-10 tweets about your presence at the event either as an attendee or an exhibitor. Make other people aware that you will be there and start to build that rapport with them before attending.

Let people know what stand you will be on or alternatively tell people you will be visiting the event and who would like a coffee with you?

At the Event

Schedule

If you are exhibiting it is hard to be able to manage your stand and try to tweet throughout the day too. You don’t want to look rude by being on your phone all day!

My suggestion is that you schedule 4-5 tweets throughout the day to post that mentions you, your company and stand and where people can find you.

Be inviting.

Don’t spam with constant selling messages. Give them a good fun reason to come and meet with you.

Use tools such as Hootsuite, Buffer and Sendible to schedule these messages. Remember though you need to be engaging as well. In your comfort breaks and lunch check out the hashtag stream of conversation on the event and engage with the attendees and other exhibitors. Share pictures of your stand, competitions you are running, pictures of your team! Be engaging.

Check your notifications

Make sure someone is checking your twitter notifications whilst at the event. It could be that someone has noticed

your tweet in the conversation stream and is engaging back. It might be that they are wondering what stand you are on, or that they have just met you!

If they have just met you and tweeted mentioning your twitter handle, make sure you re share with all of your followers and with the conversation hashtag stream to show other people. This will increase the reach of your message and brand to the wider audience.

At the Ashford Kent B2B over 1200 tweets were send with over 1.3 million impressions with 800 unique people seeing the tweets. If your message was sent out with the relevant hashtag for the event this would be great brand awareness and exposure for your business!

Engage

Try to engage with as many people as you can who are engaging on the hashtag stream of conversation.  This will get your brand seen by as many of the people contributing to the conversation and also start to build the rapport with those people and companies too.

Post Event

Continue to Engage

Many people after an event will stop engaging and following the people they have engaged with.

I believe this is the most important time to engage with them.

You have spent the last few weeks online and at the event building a rapport, know-like and trust.

Now maintain that relationship with that company to develop into a great referrer, contact or client.

Happy tweeting and engaging!

Zoe

10 top tips to effective speed-networking

Speed-networking is fun, energetic and dynamic and a very effective way of meeting a lot of new business contacts in a short space of time

How it works is simple – two business people each have 90 seconds to tell the other about their business and what they can offer them. 

You are seated opposite each other and when time is up one of them moves on.

Think of it as a mini interview, make notes and ensure you follow up afterwards.

1.   Ideally be in the group of people not moving

2.  Be natural don’t sound as if you are following a script

3.  Try to go second, then you can tailor your pitch based on what you have heard, they will be more focused on listening to you and not what they are about to say

4.   Exchange cards at the beginning of the session

5. Either have a brief leaflet on what you do or lots of business cards

6.  Have a pen and write down notes on the back of their card to make it easy for you to follow up afterwards

7. Lean slightly forward when listening to show you are interested and focussed on what they are saying

8. Remember their name and use it for the biggest impact

9. Practice does make perfect so the more sessions you attend the better you will become

10. Make sure you follow up afterwards

Business Conferences are great for building relationships

Research shows that conferences are proven to be a brilliant way of meeting new business contacts to build your business
Technology now rules the world which is cutting down on our face to face interaction.  We say we are too busy to go out to events but are your competitors going?.  Are you missing great opportunities for building business relationships?

Many businesses are losing the personal interaction with their existing customers and are busy always trying to get new ones but don’t forget the ones you have.

A study by Travel Weekly of more than 2,000 business people found that half felt they had a lost a contract because they did not meet enough and over 80% felt that meeting in person was the best way to sustain a long term relationship.

Business psychologist and body language expert Hazel Carter-Showell said:

‘Although developments in technology allow business men and women to make achievements in meetings that would have been impossible a few years back, meeting face-to-face continues to ring significant benefits that are much harder to obtain through virtual channels.  One of these benefits is building trust, which research has shown is behind many profitable companies. Trusted companies have higher morale, productivity, lower employee turnover and create deeper relationships with their customers’

Social media can lack the personal touch which is so important.   There really is nothing like gathering in one place and meeting face to face.  This is what builds business relationships that last and what better place to do it than at a Conference, more so if it is FREE to attend!

High levels of online crime go unreported

This week our guest blog comes from insurance brokers, Jelf: 

With the constantly developing world of today, it seems the threat of having our data breached or our online systems hacked is becoming increasingly possible. We just have to look at the large organisations that have come under attack in the last 18 months.

But even with these reports reminding us of the challenges we face as a business, according to the City of London police commissioner, over 80% of online crimes go unreported. So what should be done to combat online crime? Read more here…

Former Porsche & BMW MD announced as keynote speaker of the Kent B2B, Ashford

Kent's longest running business-to-business exhibition and conference, the Kent B2B, run by Kent Invicta Chamber of Commerce welcomes a giant of the business world to its Ashford event on 7 July at the Ashford International Hotel. Kevin Gaskell has worked with leading luxury car marques Porsche and BMW and is recognised as one of the most capable leaders of his generation.

As a well-respected keynote speaker Kevin has experience of speaking at a variety of business environments including Google UK. Richard Trinder, Director, comments on one of Kevin’s recent keynotes; “Thank you for the inspirational speech you delivered to open our Google Think event last week. Your on-stage presence and natural charisma shone through. This coupled with the strength of your content and the clarity of your messages raised the quality of our event from the outset. You injected gravitas, humour and credibility.”

Bringing his open and involving style to the audience Kevin will help delegates to better understand how they can define and implement change in their own organisations.

Brand experience

Speaking about his scheduled appearance Kevin commented: “Great companies and amazing brands are not seen or heard, rather they are experienced. Using practical tools and real examples I help leaders to transform their organisations, achieve results – and have fun!”

Full conference programme and 100 exhibitors

Warren Knight will also be appearing at the Kent B2B in a conference programme that is designed to meet the needs of businesses from Ashford and across the county.  The Kent B2B which is sponsored by Caxtons, will have more than 100 exhibitors showcasing existing and new products and services – many with special offers and competitions on the day. The day kicks off with a business breakfast, sponsored by Jelf, featuring Clive Lewis talking about Edward De Bono’s “Six Thinking Hats” and will finish with the Chamber’s Annual Dinner, sponsored by Furley Page with Guy Browning.

Jo James Chief Executive of the Kent Invicta Chamber says “We’re looking forward to our 29^th year of the Kent B2B and a productive day that will offer businesses of all sizes and from all sectors a place to meet, network and do business.”

Top ten secret tips to exhibiting!

1  Set your objectives -  what you wish to achieve 

   
    Design your stand to meet your objectives and plan your staffing needs early

2  Train, train, train

    80% of the success of your stand is down to your staff

3  Exhibiting is not just for leads but also to find suppliers and to ...

    Develop customer relations, find business partners, research competitors, 

    launch a new product, get new ideas

4  Market your stand to both customer and prospects

    Invite them to meet you at your stand or in the networking area

5  Messages on your stand
 
    Should be simple, visual and in LARGE print which stresses benefits, less is more

6  Can I help you?
    Not a good question, ask open questions that require more than a one word answer

7  Don’t just wait for visitors to visit your stand

    Lead generation can be anywhere, getting coffee, at workshops and speaker sessions-   
    Talk to everyone you can wherever you are!

8  Networking is about helping other people

    Hard sell is not appropriate and not appreciated and less effective

9  Don’t

    Use a mobile, eat on the stand, sit down, have your back to the aisle, have a messy stand
    or have cheap tacky giveaways

10  Follow up
      Follow up leads as quickly as possible after the exhibition

       

The 24 deadly sins of exhibiting

Common mistakes of exhibiting 

1  Planning is key
One of the biggest reasons that businesses are unsuccessful at exhibitions is that they haven’t promoted and marketed their presence in the weeks and months leading up to it. Not planning or promoting your presence is fatal to your success.Use signature blocks on your emails, develop a social media campaign to highlight your presence, and personally invite clients & suppliers to meet with you.  

2  Not reading the exhibitor manual 

Ensure you read through whatever information that the event organisers send you. Don’t just assume everything will be provided.

3  Not thinking about your objectives 

How can you know if your exhibition stand has been a success or not and the return of your investment without some pre- stand planning beforehand? What are your reasons for exhibiting?  How many leads are you looking to achieve?

4  Being shy

Choose confident friendly staff that are more than happy talking to strangers and are comfortable ‘interrupting’ people passing by in a cheerful, friendly manner. These staff are representing your business so excellent people skills are essential to make sure a lasting impression. 

5  No training

Not training your staff to run the show behind-the-scenes could be detrimental to your conversion rate!

6  Your exhibition stand doesn't clearly communicate your business

Think carefully about your stand design and graphics.  Always assume that people have no prior knowledge of your business. Pictures really do tell ‘a thousand words and so ensure your graphics clearly illustrate your offering.

7  Give people a reason to come to your stand

The power of a compelling incentive. Not creating a great, innovative reason for people to visit you on the day can have enormous consequences on getting the leads.  Display the benefits of choosing you over competitors and the value they will receive from signing up with you. 

8  Not making an effort or giving enough thought to your presence 

Make your stand exciting and stand out! Think about what you could bring on the day to intice potential customers over to your stand, and maybe consider a competition you could run or something equally interesting! 

9  Acting Disinterested

No matter how long your day has been, try to keep up a friendly smiley face and make eye-contact with potential customers at all times. Make sure staff are standing on their feet in an approachable manner and engage with as many people as possible… 

10  Having Too Few Staff

It is important to have plenty of staff to cover breaks and make sure that people are always seen to as soon as possible.

11  Having Too Many Staff

On the other hand, you don’t want your stand to be over filled with too many staff wanting potential customer’s attention… 

12    Staff Who Know Nothing about Your Product or Company

Ensure all staff working on your stand are completely knowledgeable of the whole company and its key information. Even if they are long term staff make sure that they are briefed with a coherent message and approach. Your staff need to be confident and be able to deal with any enquiries in a professional manner. 

13  Compel your audience to visit your stand

 Work on ways to compel your audience to visit your stand, it will dramatically increase your capture rate on the day. Being proactive never lost anybody a sale. You can’t remain at the edge of your stand and expect your leads to flock over. You can afford to leave your stand for 5 or 10 minute missions.

Get out and about, listen to the speakers, go to a workshop, engage with people at the café, when you are getting lunch, visit other stands and see how they are getting on – it’s not just on the stand that you can make contacts, be open and easy to approach. This approach will gain you leads.

14  Not Perfecting your Elevator Pitch

You will need to explain your business and its products/services countless times during the exhibition, so make sure you and your staff can explain the succinctly and effectively.

15  Not Listening

Make sure to really listen to any potential customers to answer as best you can any questions asked, and engage in a conversation with them.    

16  Not having information to take away

A lot of people will not want to be overloaded with bits of paper, but if asked you should have some simple/detailed information that people can take home with them if they wish!

17  Being Cagey about Pricing

Be prepared to answer any questions about price and be upfront! Even if you offer a bespoke service, be sure you can offer them a rough idea on price.

18  Taking Forever to Record Leads

Contact customers that have left their details as soon as possible- Don’t leave them hanging around!

19  Spamming 

If you are to send customers information, make it useful and exciting! Don’t end up sending the same content time and time again. Create interesting, innovative content that people will enjoy reading.

20  Exhibitors commandeering the time of other exhibitors

Respect that exhibitions are for strictly time for business, not to be used to socialise with industry colleagues and suppliers.

21  Uninspiring Tweets

Continually telling people during the exhibition to come to your stand, doesn't necessarily mean they will unfortunately. Give your social media messages some thought! Upload pictures and videos to maximise engagement.

22  Badmouthing Competitors

Be professional at all times- Focus on selling your brand to potential customers!

23  Packing Up Early

Packing up early at an exhibition is prohibited and you will be looked down on. You should be making the most of every last minute at your stand, networking and meeting. Packing up isn't just a potential health and safety issue but it reflects terribly on your organisation.

24  Not Following Up Leads Post Event

The final pitfall between you and gaining business from an exhibition is the way you approach leads after the event. Convert your hard work into strong sales and stop yourself from squandering the great work you did to capture new business prospects.