Social Media Analysis For The LDI Trade Show
Note: the following is for educational purposes
How are they using social media channels prior to the show, during, and after?
Prior to the event, posts were primarily utilized to offer insight into new shows, early viewing of select products, and discounts for pre-booking.
During the trade fair, the platforms were utilized primarily for product promotion. This is evident especially on the Twitter account, where products are showcased throughout the day, often one after another. Furthermore, there are also invites to cocktail parties, events, and behind the scenes footage of many of the displays. There are also in-depth articles about the designers. It is also important to highlight that LDI made the effort to include many of their tweets in Spanish to reach out to different demographics.
As of now (9pm on 10/25), the last Facebook post was six hours ago. The event is over, but there are still no thank you mentions or quick summaries of the conference. As a social media manager or event coordinator, all social media sites should be current and sponsors and attendees should be promptly thanked. Twitter, on the other hand, is more up to date. There have been two posts recapping the trade fair and thanking those for participating. One is a retweet from an attendee, which links back to the participant experience. In the next few days, it would be beneficial to offer behind the scenes footage, interviews, and perhaps share short videos to recap the experience.
What channels are they using – which seem to gain the most response?
The LDI conference website encourages users to follow them through the mobile application, Twitter, Linkedin, Youtube, and RSS feed. The two most active feeds are the Facebook and Twitter accounts. Posts are published multiple times throughout the day on both channels. The Youtube and Linkedin feeds are not utilized at all.
Engagement is extremely low on both the Facebook and Twitter channels. Overall, the Facebook channel evokes a slightly better responses, but it is limited. On Twitter, there are many posts that produce no shares or likes. A great majority of the posts are limited to a handful of likes and one or two shares. At 3,764 and counting followers, this is not a good average.
The Facebook account is currently at 5,090 likes. The most popular post, is currently at 32 likes, 2 comments, and 13 shares. Even though there is some engagement, the numbers are still low for a following in the thousands.
As demonstrated below. The first image is sourced from the Facebook page on October 19th. Four days later, the post has yet to generate any likes or shares. This is even more shocking as the post is related to a giveaway, which typically draws in viewers. The second photo is pulled from the Twitter account, which shows two posts back to back with no likes or retweets.
What type of content are they posting? Registration? Promoting Vegas? Photos?
The LDI show demonstrates no shortage of content. Through their Facebook and Twitter accounts, information is pushed out multiple times a day. In my opinion, they are actually veering towards pushing an overwhelming amount of information, as some may be unnecessary. Too much content can sometimes confuse a site visitor and cause them to overlook other pertinent information. Therefore, I think companies should keep a max cap on the amount of information that is posted.
Content is related to product reviews, product placement, new exhibitions, designers, top events in Vegas, and shows for participants to attend. Overall, the social media channels generate all the information needed to have a great experience. The general intent of content is to create awareness of new events, special discounts, and new products. This should create excitement and increase awareness. In turn, this will produce a better experience.
Are they using hashtags, retweeting, highlighting certain booths, events, etc?
The LDI social media platforms do an adequate, but not excellent job at sharing information that is posted. On Facebook, there is no use of hashtags incorporated into their posts. Twitter on the other hand, relied on the hashtag #LDI2015. As a social media director, it would be beneficial to simply share Instagram posts to Facebook, as it will include hashtags from the original post. Secondly, although it is a great start to have one hashtag throughout the whole conference, I would like to see more. Hashtags could also include product information, genres, company sponsors, and other vital information to be categorized in different conversations.
LDI also utilizes the retweet feature on Twitter. Most of the retweets are sourced from companies who have a booth in the show. As demonstrated below, these companies push out new products, information about classes, and helpful tips. This strategy is beneficial in integrating other companies into the LDI brand. This helps create a sense of community within the trade show.
How are sponsors being promoted?
As a sponsor, I would be somewhat disappointed in the media advertisement that is given. On the main webpage, sponsors are given space on the right hand side towards the middle through a scrolling feed. Therefore, if a guest is just glancing through, they may actually miss some of the sponsors. In addition, the sponsors are not recognized on the social media sites. Although there may be promotion for sponsors at the actual event, I would like to see more integration through social media. In any case, sponsors are key to the development and financial components of any event. Therefore, it is crucial to make sure they are given maximum exposure to solidify their participation in the following year.
The LDI social media platforms did a fair job at promoting the booths and upcoming events. Posts were usually distributed a couple hours before an event started to gain enough awareness. In most cases, at mentions were included to showcase the Twitter account for the booth participant. Many of the posts also included a preview sample of the material and some included timing information if access was limited.
Can you find other examples of IMC? i.e. Conference noted in a print newsletter etc?
The best example of integrated marketing occurred through Live Design Online. The website included social sharing tools, a resource center, information on installing the mobile application, and even sessions on demand. The sessions on demand integrated short videos that detailed some of the more advanced performance stages in the world. Further sessions demonstrated how high tech video production and lighting are combined to produce special effects. In addition to video, there are also links to articles that may be of related interest. There are links throughout to share articles, photos, and videos through an individual’s social media channels. Overall, this website did an excellent job at integrating all relevant material to the trade show.
Is branding consistent? Explain.
Yes, branding is consistent on all channels. To start off, the LDI icon is used in the corner to establish that it is the right company page. This is evident across all platforms. As demonstrated below, the color scheme is also similar with grey and white across. I would suggest utilizing the same background photograph. There is a slightly different backdrop on the channels, so it takes away from the fluidity.
The content is very similar on both the Facebook and Twitter channels. Photos are shared on both websites, which makes both easily recognized as a company platform. The Twitter account includes a larger amount of pictures, but one is able to find all Facebook photos on the Twitter account.
What’s a highlight that stood out to you?
I was very impressed by their mobile application. According to the mobile application description, it features an exhibitors list, floor plan, special events, gear gallery, and PRO training. The application is available for Apple, Android, and even Blackberry products. Most impressive is the ability to add in a scheduling tool. This feature allows a user to browse session options and add them to an agenda.
Inside the application, there is a built in RSS feed to read and distribute articles. There is a built in map, special features button, and the ability to register a badge to the conference. A proximity feature alerts users to events in their near location. In addition, there is the ability to share events and information through Twitter, Facebook, and email.
What’s something you felt was missing from their social media effort?
The LDI Youtube channel is not utilized at all as a platform. According to their channel, the last video was uploaded 10 months ago, which highlighted video from the conference in 2014. There are only five videos total on the channel, but some of them do have a few thousand views. If utilized correctly, it is evident that traffic can be drawn to the page, but at the moment it is underwhelming. A conference preface video, small conference documentaries, sponsor interviews, and other video content could be posted and shared through social media.
I also felt this way regarding the Linkedin channel. When one follows the link from the trade show’s primary website, they are directed to an almost blank page. There is no content and no evident room to explore further. There is an opportunity to join the LDI network, but it has taken time for the process to be approved or denied.
I was also disappointed in the fact that I never received a newsletter. I attempted to register through the main website, but it was never received through my email. Perhaps this is a glitch in their system.