UBM Tech Unveils a Social Storytelling Strategy
Interop Las Vegas, a business technology event produced by UBM Tech, leveraged an integrated social media campaign to increase engagement, educate the audience and drive registrations. Interop already enjoyed an established online community but used a social media calendar to provide content to share months prior to the event across all of its busy channels including its blog, Twitter, LinkedIn and Facebook. Each week its social media efforts focused on a key technology theme.
The social media calendar kicked off with a blog post from the track chair and provided an overview of the topic of the week as well as highlighted sessions and workshops, industry stats, exhibitors and more. Twitter and Facebook provided real-time interaction with attendees, allowing quick and personal communication and responses to comments and questions.
The blog was a central hub for content and insider information from conference track chairs, speakers and staff. It allowed the brand to have a personality and tell a story that would resonate with IT professionals. The results moved the needle on Twitter, Facebook and social media channels in general, proving that Interop’s techy IT attendees can get social when the strategy is right. Registration and revenue also increased over the previous year. Like!