Make Tweets informative and appealing.
"It's important for B2B brands to be friendly and show some personality," says Katie Burton, director of marketing programs at @MuleSoft. "Tweets are a great way to accomplish this."
Burton and her team drove engagement by crafting Tweets with questions, calls to action, and links to the company's web pages with product descriptions. They also captured attendees' attention with a few playful, on-brand messages. For example, they boosted conference session registrations with this Tweet.
Differentiate your offer.
Swag is a big draw at B2B conferences. When picking out @MuleSoft giveaways, Burton looks for items that will spark conversation. For the 2015 Dreamforce giveaway, she landed on high-quality, zip-up hoodies.
@MuleSoft Tweeted out tempting swag pictures and encouraged conference-goers to stop by their booth for a chance to win one of the trendy hoodies.
The team asked Hoodie Hunt winners to Tweet photos of their prizes to drive additional buzz and booth traffic. They also gave away a Hoodie Hunt data sheet at their booth to increase awareness of their speaking sessions and give attendees another way to win some swag.
Respond to Tweets in real time to boost engagement.
"We answered Tweets as they came in, provided information when requested, Retweeted posts, and thanked attendees when they complimented our hoodies. We also commented on activities taking place around the conference to make sure we remained a part of the conversation," Burton says.
Expand to see examples from this case study
Whether we're hosting a user conference or sponsoring an event, Twitter is a required part of our marketing strategy. Attendees want to engage over social media and in person. Therefore, it's crucial to have all of those touch points available during an event.