iei workshop for mwc 2012 final
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TRANSCRIPT
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How to Optimize Your Profile at MWC 2012:
Tips and Tools for Presentations, Public Relations, Analyst Relations
and Social Media
www.shapiramarketing.com
Nancy Shapira-Aronovic
The Founder and Manager of shapira marketing, a pr, ar and social media agency for b2b
Former Director of Corporate Marketing for the Formula Group www.formulagroup.com
20+ years experience in Marketing Management, AR and PR and Social Media for Hi-Tech Companies
Lecturer on PR, Analyst Relations and the new rules of marketing
Blogger on Marketing, Positioning & AR
http://shapiramarketing.com/blog
www.shapiramarketing.com
AgendaWhat Tools do you need to Succeed at MWC 2012?
Goals and Deliverables for the Workshop
Facts and Figures: Media, Analysts and Social Media at MWC 2012
Tools for Success at MWC 2012:
Presentation Skills
Public Relations
Analyst Relations
Social Media
www.shapiramarketing.com
Goals and Deliverables for the Workshop
Learn how to Optimize Your Activities at MWC 2012 Using:
Presentation Skills Tips
PR Tips
AR Tips
Social Media Tips
Deliverables: Skills to improve your effectiveness at the Show
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Facts and Figures: Media, Analysts and Social Media at MWC 2012
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Who Attends MWC
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Key Themes for MWC 2012
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Social Media @MWC: My MWC
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Social Media @MWC: My MWCAttendees can begin using My MWC to:
Connect: Network with other attendees prior to the event
Meet: Contact attendees and exhibitors with shared interests and setup on-site meetings
Share: Follow conference sessions and engage in forum discussions
Plan: Create a personalized schedule including conference sessions and meetings
Create and post live status updates
Access a printable agenda
Enjoy enhanced search capabilities
Benefit from improved contact approvals
Download Conference Presentations
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Social Media @ MWC
http://www.mobileworldcongress.com/social-media
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Social Media @MWC: Google+
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Set Goals: Sales, Research, Brand
https://docs.google.com/viewer?url=http%3A%2F%2Fwww.centrexstat.org%2Fknowledgecenter%2Fmeasuresuccess.doc
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Presentation Skills Tips for a 30 Minute Presentation
Know your Audience
Customize your Message
Use a powerpoint as a guide only
Practice a 20 minute presentation—with 10 slides
Create a relationship with Your Audience
Read body language
Use a 28-30 point font
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Presentation Tips: What Not to Do
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Body LanguageVocal Tone
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Body language, delivery, all very important. Cisco did some studies and found that body language and vocal tone account for about 63% of communication. That confirms other studies that found the majority of the impression we make has little to do with the actual words. Of course, you can’t improve your body language and vocal delivery unless you.. Practice, Practice, Practice
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More Presentation Tips
Brain Rules for Presentors
Presentation Tips from Steve Jobs
PPT Tips
PPT Training Course
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How to Create a Successful PR Strategy for MWC 2012
Create a message/news for the Show
How to prepare for the Interview
Tips from a Journalist
What to include in a ppt presentation
Create a PR/Byline or other content
Create a To-do List
Q&A
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PR Tips: Creating News for the Show
Your potential newsCustomer wins
Product launch
Success Story
Partnerships
Statistics/data/opinion
Your news strategyBefore?
During?
Both?
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PR Tips: Find Your TargetsCreate a list with your PR Agency of who your main targets are
Many Journalists will be busy with top tier companies so if you are a small company create a list of 2nd and 3rd Tier targets also
Paid Directories: Media Agility, Cision, Vocus
Free Journalist Directories
MediaSync Online
Twitter Directories
Journalists on Twitter
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PR Tips: Targeting interviews to the right audience
Who should know about you?
Who buys your products/solution?
What do they read?
Avoid spamming
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PR Tips: What A Journalist Wants to Hear
Best practice suggestions and advice from a journalist Ewan MacLeod, Mobile Industry Review
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PR Tips: Journalist’s PerspectiveFocus is inevitably on bigger brands
Some will only file *one* report from the show
Online media are important – but some will need to file *multiple* stories
Timing is important Start pitching ‘show diary’ or similar features asap
If your news isn’t strong look for alternatives Your incremental product ‘release’ may not be big ‘news’, but if you’re a “friend” it may get covered.
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PR Tips: Journalist’s PerspectiveEven if you make an appointment — the journalist may not show up…It takes 20-30 minutes to cross the Fira
It isn’t all about the Story—it is Personal
Invite journalists for a drink BEFORE MWC
Make a connection on social networks
But don’t chase with “small” news stories
For the best effects you (or your PR team) must be:
Crazily Responsive
Amazingly Forgiving
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PR Tips: What to include in a PPTAgenda
Company Vision
Company History
Executive Team
Problem
Your Solution
Business Value
Technology
Road Map
GotoMarket
Competition -- What is your Differentiator?
The News Story—no NDAs
Summary
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Press Release: External or Internal
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Create a PR CheckList
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How to Create a Successful AR Strategy for MWC
Map out the Key Analysts
Start Early---Create Relationships
How to Prepare for the Briefing
What to include in a powerpoint presentation
Create a Checklist
Q&A
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AR Tips: Map Out the Analysts
Forrester Analysts on Twitter
Gartner Analysts on Twitter
Yankee Group Analysts on Twitter
Mobile Analysts on Twitter
Use AlltheAnalysts to see who Covers Your Topic
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AR Tips: Map out the Analysts
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AR Tips: Start Early Don’t Wait until the Show
Create a Relationship early
Map out the Analysts by Tier and influence
Create a different message than the one for journalists
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AR Tips: Setting up briefings in advance
Why it’s important
Who to contact?
When to contact?
How to contact?
Pre-briefings
At-show briefings
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The Analyst’s Impact On The Buying Process
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io
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Neg
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RFI
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List Ve
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Ass
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Vend
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80%Direct Interaction
Typical Technology Acquisition Lifecycle
20%Written Materials
Analyst Impact Through…
Exposure Influence
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Proc
urem
ent
Consu
ltant
s300
Other
Firm
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Source and © 2009 The Knowledge Capital Group
Sell Side - (Vendors)Sell Side - (Vendors)
Talking HeadsTalking Heads
Consultants & WannabesConsultants & Wannabes
Deal Makers & BreakersDeal Makers & Breakers
Point PlayersPoint Players
Buy Side - (ETBs)Buy Side - (ETBs)
●Forrester
GartnerRAS
●Ovum ●
AMRYankee
●
●ARC Advisory
●Tower
●Semico●
ForwardConcepts
●Burton
●Gartner
IAS
●AMI
●Aite
Celent●
●Ideas Intl.
●Exposu
re●
IDC
●Datamonitor
●Gartner Dataquest
Influence
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●Frost & Sullivan
●Current Analysis
●●
●
●
Hurwitz
Enderle
Aberdeen
●The 451
RedMonk●
InStat
Kennedy
●ESG
●Fin. Insights
●Manu. Insights
●IMS
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How to Request a Briefing
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AR Tips: Different than JournalistsAnalysts are not looking for an immediate story
They may take months to write up your information—or not at all
They may recommend you for an RFP
Talk about Vision, your Roadmap
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AR Tips: Tips for a Good BriefingBe enthusiastic
Keep it short
Know your analyst
Set an agenda
Make it a conversation, not a lecture
Use powerpoint as little as possible
Do not get into a heated argument if the analyst disagrees
Do follow up afterwards to continue the dialogue
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AR Tips: What to include in a PPTAgenda
Company Vision—very important
Company History
Executive Team
Problem
Your Solution
Business Value
Technology
Road Map
GotoMarket
Competition Map
Summary
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Best Practices – Time AllocationTalk half the time, listen half the time
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Set up and intro10 min
Presentation starts
30 minPresenta
tion ends
Q&A10 min
Wrap up and
measure10 min
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Create an AR CheckList
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How to Create a Social Media Strategy for MWC
TwitterLinkedin Groups and Company PagesLinkedin EventsTo Facebook or not to Facebook?Youtube to generate Traffic to your WebsiteFoursquare to bring people to your boothContent, Content, ContentCreate a ChecklistQ&A
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Why Twitter is ImportantIt’s an amazing form of distribution
It’s where things happen first
As a search engine, it rivals google
It’s a great reporting tool
It’s a fantastic form of marketing
It has a long attention span
It creates communities
It changes notions of authority
It is an agent of changehttp://www.guardian.co.uk/media/2010/nov/19/alan-rusbridger-twitter
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Social Media Tips: TwitterUse a hash tag for the event
Use your website and marketing communications to let customers and prospects know you will be tweeting about the trade show. Use the #mwc2012 for the event so followers can easily locate your messages and stay informed.
Schedule your tweets
Rather than tweeting everything live, use a Twitter scheduling service so thing are less chaotic. Scheduling services allow you to schedule the most important tweets in advance.
You and the other exhibitors participating in the Twitter promotion can decide on an appropriate timing and then tweet live throughout the show to complement the scheduled tweets.
http://www.trade-show-advisor.com/trade-show-marketing-twitter.html
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Social Media Tips: TwitterOrganize a tweet-up
To network with other exhibitors at the trade show, organize a Tweet-up for attendees and exhibitors. A Tweet-up provides a way for followers to chat in person without the 140 character limit and make new contacts.
Let all of your Twitter followers know that you’ll be organizing a Tweet-up and encourage them to tell all of their followers. If possible, try to get a high profile Tweeter to attend the Tweet-up because it will generate a lot more buzz that way.
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Social Media Tips: LinkedinRSVP for GSMA MWC 2012 on LinkedIn Eventsand see who else has RSVP'd for it. Cultivate relationships with those who have RSVP’d by inviting them to connect with you on LinkedIn, following them on Twitter, visiting their blogs, and arranging meetings with them at the trade show.
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Social Media Tips: LinkedIn EventsPost your own trade show exhibit as a LinkedIn event and invite your connections to attend
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Success Story Using LinkedIn Groups
Nir Shimony from Digimo Mobile Payments started interacting with this LinkedIn Group and was soon named Top Influencer of the Week. He has been able to set up meetings using Groups
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Social Media Tips: LinkedinCheck if the event has it’s own LinkedIn group
Join the MWC’s LinkedIn Group. Join conversations, provide links to any relevant content you’ve produced, and post thought-provoking questions and updates on the group’s page.
In LinkedIn groups, search for industry keywords and then join relevant groups. Post updates on these LinkedIn Group pages to find out if anyone will be attending MWC.
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Social Media Tips: Use MWC Linkedin Groups to Network
Check out Linkedin Groups:Join the DiscussionGSMA Mobile World Congress (The Official Networking Group)
The Official GSMA Mobile World Congress (formerly 3GSM World Congress) group on LinkedIn for the world's largest exhibition and conference for the mobile industry. We invite those who wish to stay in touch with contacts from the Congress. Next event: February 14-17, 2011 Barcelona, Spain.
Owner: Julia Forsyth | 4,998 members | Share
Mobile World Congress - Get connected in 2010
MWC Barcelona 2010 - are you connecting?.
Owner: Mike Gannon | 1,083 members | Share
Mobile World Live
Mobile World Live is an exciting new online portal that will serve as the voice of the mobile communications industry, and will extend the reach of the industry’s elite events, Mobile World Congress and Mobile Asia Congress throughout the year.
Owner: Michelle Yeates (nee Lemon) | 525 members | Share
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Social Media Tips: Use Linkedin Groups to Network
Mobile World Congress (MWC) 2011 Networking
Mobile World Congress (MWC) 2011 Networking - a great platform for helping all industry people in networking and making new connections.
Owner: Aviv Revach | 370 members | Share
MWC 2012 PR,AR and Social Media Strategies
A group to discuss preparing your PR, AR and Social Media strategy for MWC 2012
Owner: Nancy Shapira | 92 Members
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Social Media Tips: LinkedinAfter MWC
After MWC is over, conduct your lead follow-up activities and include an invitation for prospects to connect with you on LinkedIn.
You can use this professional networking site throughout the year to send out status updates that keep you and your company top-of-mind. You can also include links in your status updates to product videos, blog posts, special events, and PRs.
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To facebook or not to facebookFacebook is the 3rd social media channel of choice for B2B-after Linkedin and Twitter
If you are going to use facebook here are some tips to help you:
Keep up with trends and publish the latest breaking industry news
Provide an incentive for people to engage with your page
Capture email subscriptions for lead generation
Target decision makers with paid advertising on facebook
Use the page to do market research and surveys
Promote your thought leaders and industry experts
Sell your products and services
Engage with your “fans” – make the company human
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Youtube to generate traffic to your websiteAlways remember that google owns youtube so any content uploaded will rank high in a google search providing you tag it correctly
People are more inclined to watch a video presentation than read pages of marketing copy
YouTube ranks only behind Google in the number of searches
6 quick tips:
Place Your Website Name on the Video
Watch Your Video Quality
Use Relevant Keywords
Be Careful With Tag Fields
Choose a Category Carefully
Make The Videos Enjoyable
Link to your MWC Landing Page
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Social Media Tips: Use QR Codes
A QR code is a specific matrix barcode (or two-dimensional code) readable by dedicated QR barcode readers and camera phones. The information encode can be text, URL (web address) or other data.
Here are 6 functional reasons why you should use QR codes at events:
An electronic conference brochure - On a press release, event poster, marketing video, email blast, promotional products, or even a Twitter/Facebook post include a QR Code with a link to a downloadable PDF brochure.
Create a Link to Conference Website - Use any of the channels identified above to distribute your link to prospective attendees. If your event registration and/or housing process is online you can post links to these locations as well.
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Social Media Tips: Use QR CodesConference Handouts - Post a QR code on the screen in the meeting room and participants can scan whatever the session handout into their smart phone.
Post Event Survey/Evaluation - Once again, post the QR code for a link to the evaluation form on the session screen, and attendees can immediately provide feedback regarding the session they have just attended.
Media Access - provide access to links for event music, video archives or pictures via a QR code.
Share Contact Information - speakers, or exhibitors can post a QR code with their electronic contact information and attendees can scan it into their smart phone’s contacts database, or email it to a friend/colleague. Attendees can exchange contact information with one another by scanning QR codes embedded on their phones.
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Social Media Tips: FoursquareCreate a Foursquare Campaign
Mayor Specials: unlocked only by the Mayor of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days)("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!")
Check-in Specials: unlocked when a user checks in to your venue a certain number of times.("Foursquare says you've been here 10 times? Come and get a cool giveaway)
Frequency-based Specials: are unlocked every X check-ins.("Foursquare users get 20% off any entree every 5th check-in!")
Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special.("Show us your foursquare Swarm badge and get a free drink!")
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Social Media Tips: Events
Check out Events to find out where your prospects are going:
MWC Unofficial Fringe Festival 2012
MWC Official Site
Wireless Industry Partnership Party
Create a Facebook or Linkedin Event
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Content Content ContentCreate a list of keywords to include in your content that will be good for SEO purposes
Create content that expresses who you are as a company and what you do
Keep all content relevant and current
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Create a Social Media CheckList
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After the ShowFollow up with all action items with media and analysts
Blog and Tweet about your experience at the show
Evaluate if you met your goals or not
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SummaryGet the slides on slideshare and get info on New Webinars: http://www.slideshare.net/Nancyshapira50/israel-export-institute-ar-pr-and-social-media-workshop-for-mwc-2012
Join our Linkedin Group: Technology PR, AR and Social Media and MWC 2012: PR, AR and Social Media Strategies for updates
We want your ideas—Tweet us:
@nancyshapira
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nancy shapira-aronovicmanager, shapira marketing
Cell: +972-54-4863888 Email: [email protected]
Twitter: nancyshapiraBlog: http://shapiramarketing.com/blog
Web: www.shapiramarketing.comLinkedin: http://www.linkedin/in/nancyshapira
Facebook:http://www.facebook.com/nancyshapiraLinkedIn GroupGoogle+ Page
Skype: nancyshapira