HP Drops a Social Media Net Over its Discover Event - Event Marketer

HP Drops a Social Media Net Over its Discover Event

ETA_Social_HP_2015
Brand: HP
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-B) EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-C)
Year: 2015

They say good things come in threes, and the three-pronged social media plan behind HP Discover 2015, Hewlett-Packard’s three-day bi-annual conference and trade show, is no exception. HP’s new Social Everywhere strategy, Social Media Hub and Word Cloud Portraits were a win-win-win that generated the best social media metrics ever for HP Discover.

HP enjoys a sizeable audience through its blogs, LinkedIn, Twitter and Facebook channels. However, to tap into the potential reach among followers of in-person attendees as well as employees who are active in social media, HP created a comprehensive social media strategy for everyone involved with the show.

Social Everywhere increased awareness of HP Discover social activity and inspired attendees and employees to participate in the HP Discover social community. The strategy provided at-event social media training and tools to HP employees and stakeholders, such as live tweeting, demo promotion and influencer development. Attendee Twitter handles, collected during registration, were included on event badges, along with HP Discover social accounts. The #HPDiscover hashtag was promoted on signage throughout the show.

The Social Media Hub, positioned in the lobby just outside of the show floor entrance, literally bridged the digital-physical divide. The Hub displayed HP’s Twitter stream, leader boards and views of real-time social activity, such as trending terms and hashtags, during the show. It also displayed live streams of key sessions. Content was displayed on 12 monitors affixed to a curved display wall and was positioned to ensure visibility from afar. The Social Media Hub also hosted a Word Cloud Portrait station where attendees could create and share customized images of their faces rendered as word clouds composed of tech-related keywords. The station utilized HP Pro Slate tablets wirelessly linked via a shared application that enabled the portrait creation and sharing in near-real time.

The Word Cloud Portrait application and HP ExploreCloud, which provided the metrics displayed on the large screens, took the social media experience to a whole new level. HP Explore Cloud combined robust data collection, parsing and analysis capabilities with data visualization to represent, at a glance, the real-time social media activity within specific parameters. It enabled HP to display the social media activity generated by HP accounts and at-show attendees, as well as showcase the general buzz across the web resulting from the event.

The three-tiered strategy worked together to increase reach and engagement of attendees. More voices joined the conversation, more social accounts were activated and more content was produced. For the first time ever, the primary event hashtag #HPDiscover trended on two days of the show. And the show saw double-digit growth in overall social media activity during the week of the event, including both HP and non-HP accounts. Triple play.

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