Insightpool took the Social Shake-Up 2015 Conference twitter stream over this year with punny tweets, on-point emoji’s ? and a blue sunnies selfie contest ? to win a mini iPad. If ever there was a time to test the limits on a social campaign, it’s with the folks at Social Shake-Up 2015… and our Atlanta hometown advantage didn’t hurt. The attendees at the conference are super active on social, use social personally and professionally and are our biggest fans and critics.
Since we are big advocates of drinking our own kool-aid, we decided to run a fun and hypertargeted event campaign on the Social Shake-Up community. Our marketing and social team worked closely with our client success team and identify the most influential and most likely to engage group of people at the Social Shake-Up conference. Then we connected with them in a personal and fun way (just like we would in person). By humanizing the approach on social, it helped humanize the approach in person.
The social strategy was built around three challenges that we face at conferences:
- How can we stand out in the stream of noise going on during the conference?
- How can we start engaging conversations going with right people?
- How can we get attendees to visit our booth and see our product?
The more conversational and less sales driven approach to the challenges at hand, helped our teams start conversations first and then invited them to learn more about Insightpool, second. The method was to drive fun conversations and that was done by curated tweets targeted at the right attendees and got them laughing and excited about the conference and the giveaway. We focused the actionable messaging on the iPad giveaway and fun blue Insightpool sunglasses.
Here are a few examples of the engagement that transpired from the conference:
Layered on to the curated messaging was a social drip marketing campaign. On day two, we pushed out a second layer of tweets targeted at the same market segment but activated them with another touchpoint. This was geared towards getting people to attend a panel with our CEO, Devon Wijesinghe and visit our booth in case they missed us the first day. Here are a few examples from day two of the engagement:
The Insightpool received great feedback and the two day campaign resulted in double the number of Insightpool Twitter profile clicks compared to the number of profile clicks during the five days of the previous week. The campaign ran to 60 people, resulted in 3,557 impressions, received 64 engagements and activated 10+ people to visit the Insightpool booth.
I attended Social Shakeup 2015 this past week and met the team at Insightpool. First and foremost, their team is awesome. Yes, I know when you attend events everyone is on their best behavior, but after spending countless hours interacting with different members of their team on sight, I can say for sure they have put together a very bright team.
As a sponsor of the event, their engagement with the attendees was downright brilliant. Once you were involved in their engagement process on Twitter, they personalized all their messages to each attendee making them feel unique and special. What hit home for me on their personalization was how human it was. It was funny, cheeky and made me want to engage with them. It did not feel automated or pre-programmed like so much of social these days. I call that a WIN!
As we all know, if we can remove the appearance of automation, put a personal, human touch into our social then we can really truly start to build relationships. Insightpool showcased their own tool and service perfectly throughout the event and I’m looking forward to interacting more with their team and setting up my own account with them. – Lany Sullivan – @LanySullivan