10

Xerox – Help Clients go Social

Sharing Social Media Expertise with Customers at a Trade Show is a Win-Win

c10-fig-5001

Taking social media to industry trade shows is now widely practiced. Xerox recently extended the role of this tool by using their own social media practitioners to help potential customers.

Executive summary

Overview

At the 2012 drupa print trade show Xerox created a physical social media space for visitors who wanted to learn how social media could help their business. The space provided a place where visitors could converse, ask questions and see opportunities demonstrated in a relaxed and confidential manner. Helping customers with their social media strategy inspired customers, and got them thinking about how to use social media marketing to profit their own businesses.

Key findings

Sharing best social media practices at industry trade shows is a great way to attract and help potential customers. Many show visitors were unfamiliar with social media channels. One-to-one consultations with Xerox social media experts helped build relationships and enabled visitors to ask questions that they would have been uncomfortable raising in a public forum.

Creating photo opportunities, in and around the exhibitor stand, is fundamental to achieving real-time audience interaction and increasing social media profile during a trade show.

Recommendations

1. It is essential for the venue ...

Get The Social Media MBA in Practice: An Essential Collection of Inspirational Case Studies to Influence your Social Media Strategy now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.