How to Optimize your Profile at MWC 2012

www.shapiramarketing.com

How to Optimize Your Profile at MWC 2012:

Tips and Tools for Presentations, Public Relations, Analyst Relations

and Social Media


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

http://www.formulagroup.com/

http://shapiramarketing.com/blog


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


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


Facts and Figures: Media, Analysts and Social Media at MWC 2012


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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http://www.mobileworldcongress.com/interact/my_mwc.htm


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

9


Social Media @ MWC

http://www.mobileworldcongress.com/social-media

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http://www.mobileworldcongress.com/social-media


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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https://docs.google.com/viewer?url=http://www.centrexstat.org/knowledgecenter/measuresuccess.doc


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


Presentation Tips: What Not to Do


Body LanguageVocal Tone

63%

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





More Presentation Tips

Brain Rules for Presentors

Presentation Tips from Steve Jobs

PPT Tips

PPT Training Course

http://www.slideshare.net/garr/brain-rules-for-presenters

http://www.slideshare.net/cvgallo/the-presentation-secrets-of-steve-jobs-2609477

http://www.slideshare.net/jhaustin/presentation-tips

http://www.slideshare.net/tltiede/presentation-development-skills-100307-slideshare


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


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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http://www.mediasynconline.com/

http://www.mediasynconline.com/

http://blog.journalistics.com/2009/stalking_journalists_on_twitter/


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

24


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.

25


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

26


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


Press Release: External or Internal


Create a PR CheckList


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


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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http://www.forrester.com/twitter

http://www.gartner.com/it/products/newsroom/analysts-on-twitter.jsp

https://twitter.com/

https://twitter.com/


AR Tips: Map out the Analysts


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

35

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io

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hering

Pric

ing

Neg

otia

tion

s

RFP/

RFI

Defi

nition

Long

List Sh

ort

List Ve

ndor

Ass

essm

ent

Vend

orSe

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ion

80%Direct Interaction

Typical Technology Acquisition Lifecycle

20%Written Materials

Analyst Impact Through…

Exposure Influence

www.shapiramarketing.com 36

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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

●

●Frost & Sullivan

●Current Analysis

●●

●

●

Hurwitz

Enderle

Aberdeen

●The 451

RedMonk●

InStat

Kennedy

●ESG

●Fin. Insights

●Manu. Insights

●IMS


How to Request a Briefing


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

38


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


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


Best Practices – Time AllocationTalk half the time, listen half the time

41

Set up and intro10 min

Presentation starts

30 minPresenta

tion ends

Q&A10 min

Wrap up and

measure10 min


Create an AR CheckList


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


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

http://www.guardian.co.uk/media/2010/nov/19/alan-rusbridger-twitter


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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http://www.trade-show-advisor.com/trade-show-marketing-twitter.html


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.

46


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


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.


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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http://www.linkedin.com/groups?gid=1180367&mostPopular=&trk=tyah

http://www.linkedin.com/profile?viewProfile=&key=2771342&authToken=6qWz&authType=name&trk=anetsrch_owner

http://www.linkedin.com/groupsDirectory?itemaction=share&anetid=1180367&impid=&pgkey=anet_search_results&actpref=anetsrch_name&trk=anetsrch_share&goback=.gdr_1287405394588_1

http://www.linkedin.com/groupsDirectory?itemaction=mclk&anetid=1472707&impid=&pgkey=anet_search_results&actpref=anetsrch_name&trk=anetsrch_name&goback=.gdr_1287405394588_1

http://www.linkedin.com/profile?viewProfile=&key=61206&authToken=TBBF&authType=name&trk=anetsrch_owner



http://www.linkedin.com/profile?viewProfile=&key=28820431&authToken=Q91g&authType=name&trk=anetsrch_owner





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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http://www.linkedin.com/profile?viewProfile=&key=7136425&authToken=yW5K&authType=name&trk=anetsrch_owner

http://www.linkedin.com/profile?viewProfile=&key=7136425&authToken=yW5K&authType=name&trk=anetsrch_owner


http://www.linkedin.com/groups?gid=4073168&trk=hb_side_g

http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top




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.


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


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


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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http://foursquare.com/businesses


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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http://www.mobileworldcongress.com/

http://www.mobileworldcongress.com/

http://www.linkedin.com/news?viewArticle=&articleID=917859471&gid=4073168&type=member&item=81332011&articleURL=http://www.wipconnector.com/wipjam/entry/mwc_2012_party_registration&urlhash=W3ae&goback=.gmr_4073168.gde_4073168_member_8133


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


Create a Social Media CheckList


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.shapiramarketing.com/news-and-events/events

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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http://www.shapiramarketing.com/news-and-events/events



http://www.linkedin.com/groups?mostPopular=&gid=119437

http://www.linkedin.com/groups?mostPopular=&gid=119437

http://www.linkedin.com/groups?gid=4073168


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

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