Thursday, January 10, 2013
And so it begins again. The Consumer Electronics Show is currently running in Las Vegas and is full of technological advances and surprises. This year’s show boasts over 155,000 attendees and more than 3,000 exhibitors.
We know many of you are already at CES, and are looking to make the most of this crazy technology show. Whether you are exhibiting or just attending, it is important to remember some digital marketing guidelines to help make the most of your networking. So here are some quick tips on how to leverage mobile, social, and email to maximize your experience.
1. Create Twitter Lists to Manage Contacts. You're going to meet a lot of people at CES. So use Twitter lists to help manage those contacts. You can your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the users on that list.
Here’s the guide for setting up Twitter lists. This will also feed directly into SocialEngage
To create a list:
- Go to your Lists page. This can be done via the gear icon drop down menu in the top right navigation bar or by going to your profile page and clicking on Lists.
- Click Create list.
- Enter the name of your list, a short description of the list, and select whether you want the list to be private (only accessible to you) or public (anyone can subscribe to the list).
- Click Save list.
To add or remove people from your lists:
- Click the gear icon drop down menu on a user's profile.
- Select Add or remove from lists. (You don't need to be following a user to add them to your list.)
- A pop-up will appear displaying your created lists. Check the lists you would like to add the user to, or uncheck the lists you'd like to remove the user from.
- To check to see if the user you wanted to add was successfully included in that list, navigate to the Lists tab on your profile page. Click the desired list, then click Members. The person will appear in the list of members.
2. Use Social Media as a Mobile Messaging Medium. Social and mobile go hand-in-hand—literally. According to ABI Research, 73% of mobile device users in the United States use their phones to visit social networking sites at least daily. It’s important to gain a thorough understanding of how to market on Facebook and Twitter especially during a show like CES. Many users will be accessing their mobile phones while walking the tradeshow floor. Once you establish your CES social strategy, you can start integrating different ideas for mobile.
3. Remember Email Acquisition. Were he alive today, Mark Twain would probably have a soft spot for email because, much like the author himself, recent reports of email’s death have been greatly exaggerated. In fact, email is not only alive—it’s the number one direct channel in terms of daily use and consumer preference for both personal and marketing communications. According to our 2012 Channel Preference Survey, a staggering 77% of consumers told us that they prefer to receive permission-based marketing communications through email. Acquire email addresses and drive interaction based on consumer preference.
4. Automate a CES Welcome Campaign. Welcome emails are highly anticipated, frequently opened, and (lucky for you) simple to automate! Use an automatic email marketing drip to increase conversions after attending, meeting, and capturing attendees at CES. This is the perfect time—when you already have the consumer’s attention—to include information about products, services, or special offers. Especially technology they previewed at the show! Tie in social media by adding Facebook and Twitter icons in your welcome emails to help subscribers connect with your brand across channels.
5. Ask For Engagement on Multiple Channels. While consumers may have a preferred channel for marketing communications, they tend to use more than one. Therefore, brands who receive permission to message consumers through multiple direct channels may dramatically increase their sales potential. At the very least, such cross-channel visibility certainly stands to increase brand recognition and campaign awareness during a show like CES.
Looking for more cross-channel tips to implement after the show? Check out our Field Guide to Cross-Channel Marketing.