One of the more unique offerings we have here @ Gelattina are our Social Media strategies. We started offering this service because we identified a strong growth opportunity in the sector. Having among our ranks avid users and experts on the diverse social media platforms who also have keen marketing sensibilities, developing this product seems obvious.
Software Guru, a leading Mexican technology magazine, was holding it’s annual SG Conference & Expo, and being good friends with us and respected colleagues, they asked us to develop a SM Strategy for the upcoming event. After careful research we came up with a multi-tiered plan, which covered most major platforms and assured the best exposure of the event.
We developed and interesting before, during, and after campaign for SG, which was comprised by the following:
1. Before: First we created a Facebook, Youtube, and Twitter account for the event. Each site had a different use, and each was useful on it’s own way. Facebook was loaded to the brims with pictures and videos from past events, helpful information, and has links to various sites of interest. Youtube served mainly to host videos from past events and a teaser video of SG’09 and finally Twitter was used to promote the event and the content update on the various sites. Various pre-event contests were held on Facebook and Twitter, mainly raffling magazine subscriptions among the user base. After measuring the response to each of the sites, we decided to shift the strategy a bit and create an SG’09 dedicated blog and focus on Twitter to spread the word. Youtube retained the same function and Facebook became an aggregator of sorts for the rest of the campaign.
The week before the opening of the event, we performed a more complex content via our newly created blog. The prize were three tickets to attend SG’09 and there were three ways to win: by a random raffle via email, by attaining maximum RT of event related comments of Twitter, and finally by authoring an article for our blog. We had awesome response on the first two forms, probably because the later required much more work.
2.- During: For three days we provided intensive coverage of the daily happenings of the event. We did this writing comprehensive articles of select conferences daily on the blog, tweeting about the SG’09 and inviting the event goers to use the #SG09 hash-tag and performed live-blogging with the Cover-It-Live tool of the major conferences. Additionally we recorded and transmitted live-video feed, uploaded pics to the event’s Flickr account, and did random contests during the event. While we did fewer tasks than in the setup, this phase was a lot more work for use, because of the break-neck pace we needed to have to keep up with the event, which most of the time had simultaneous occurrences around the halls. It was also the most rewarding, as we had great response from people inside and out of the event. The coverage was very well received by the appropriate people, which is extremely satisfying.
3.-After: After the event was done, we did added more content to the blog. Articles, video, links and documents used during the actual presentation were uploaded for everyone to access and use. All these changes were reflected on the Facebook account and we also used Twitter to invite everyone to read the remaining articles and download the files we made available. Also we have some pending video we’re transferring into digital format for us to upload to the Youtube channel.
So that’s basically how the whole thing played out. It was extremely rewarding and fun to do, and we’re happy to be pioneers of the this type of coverage in our country. We’re sure as time passes by this type of activities will be more and more popular and as today, we’ll be pushing the envelope of what can be done when we mix marketing, creativity and technology.
Don’t forget check-out our coverage on Facebook, Youtube, Twitter, Flickr, and of course the dedicated blog.
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