Session Title

ROSE MARY MOEGLINGManager of Customer EngagementToshiba America Medical Systems, Inc.

How Toshiba Medical Increased Meaningful Tradeshow Engagement by Using Social Media

Rose Mary MoeglingManager of Customer Engagement, Toshiba America Medical Systems, Inc.

3

Results – 2013 versus 2014 video views

What You Need to Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork. !

180% Increase in Video Views15.88% increase in Twitter engagement

Total Views

10 Videos in 2013 (2 minutes long, with varying messages) 1,501

7 Videos in 2014 (20 seconds long, with cohesive messages) 4,208

Relative Difference 180%

RSNA 2014

5

The challenge

• Nearly 700 exhibitors

• 53,000+ show attendees

• 2,100+ tweets/day at peak during 2013 event

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The Challenge

• Nearly 700 exhibitors

• 53,000+ show attendees

• 2,100+ tweets/day at peak during 2013 event

How do we make sure we are HEARD during one of the noisiest

events in our industry?

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Finding our opportunity

What are our average engagement rates by channel?

What are our engagement rates during RSNA?

What content type gets the most engagement?

When do people engage with us on each channel before, during and after a show?

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Finding our opportunity

What are our average engagement rates by channel?

What are our engagement rates during RSNA?

What content type gets the most engagement?

When do people engage with us on each channel before, during and after a show?

Video emerged as the best opportunity.

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DURINGBEFORE AFTER

Begin posting show teasers

Begin attracting before the event

November

15Increase posting

frequency and release new teasers on

predictable schedule

October

15November

30Deliver on the promise of the

teasers

December

5Recap what was

shared and provide followers with next steps to keep them

engaged

December

15Collect data —evaluate what

worked and what didn’t

10

2013 video strategy

• 10 videos

• 2 minutes in average length

• Tried to answer everything about the product

• Long intros, focused on company logo

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Video performance in 2013

267

98 94

68%

62%

48%

0%

10%

20%

30%

40%

50%

60%

70%

80%

0

50

100

150

200

250

300

< 60 Seconds 60-90 Seconds >90 Seconds

Average Percent of

Videos Viewed

Average Views Per

Video

12

2014 video strategy

• 7 videos

• 20 seconds in average length

• Uniform company messaging

• Concise business unit messaging

13

Results – 2013 versus 2014 video views

What You Need to Understand: Quality over quantity — compelling content, cohesive messaging and interdepartmental teamwork. !

180% Increase in Video Views15.88% increase in Twitter engagement

Total Views

10 Videos in 2013 (2 minutes long, with varying messages) 1,501

7 Videos in 2014 (20 seconds long, with cohesive messages) 4,208

Relative Difference 180%

14

Results – 2013 versus 2014 booth traffic

What You Need to Understand: By teasing out just enough information to create curiosity and intrigue in the videos, we increased the number of attendees who came by our booth.

!

12.6% Increase in Booth Traffic

Top takeaways

Use data to determine the content your followers will engage with most.

Make sure your social media strategy complements what is being delivered through all other channels.

Thank YouRose Mary Moegling@rmercer