NAB Show Webinar: How to Build a Social Media Strategy That Works

• If LinkedIn, get your profile looking good. Use the list below and prepare your content, get the info ready so you can post once a week for the next 10 weeks. You can use a scheduler or do it manually. Post on your company page, too, if you can. Most important is your own LinkedIn page though!

•If you choose Facebook, create a company page if you don’t have one yet. Schedule one post a week for 10 weeks on your company page and if it’s a fit, on your personal Facebook, too. Use the native Facebook scheduler or another tool if you prefer.

• 10 Posts You Can Create Today

NAB promo code, invite to coffee/party at your booth at the show

30 sec video of you telling a story about recent engr/CTO/station manager you visited and the upgrade/challenge/project they are dealing with and the shift/change/solution you helped with.
Problem you solve with your new product/service, NAB booth number
Question about new product/technology/standard. Link to NAB meeting calendar
Pic of you and your team members smiling, waving, working, packing for NAB, NAB promo code
NAB promo code, invite to coffee/party at your booth at the show
30 sec video of you telling a story about recent engr/CTO/station manager you visited and the upgrade/challenge/project they are dealing with and the shift/change/solution you helped with.
Problem you solve with your new product/service, NAB booth number
Question about new product/technology/standard. Link to NAB meeting calendar
Pic of you and your team members smiling, waving, working, packing for NAB, NAB promo code

Cindy Zuelsdorf:
Okay, let’s get started. Hi, I’m Cindy Zuelsdorf, with Kokoro Marketing and NAB show exhibitor webinars. I’m so glad you’re here. Today we are getting into how to build a social media strategy that works specifically for NAB show, but that said you’ll be able to use this throughout the year and forever. And my awesome, amazing guest today is Kim Hogeveen with Ross Video. She is the events coordinator, events manager. Tell me what your title is.

Kim Hogeveen:
Oh, I’m the event marketing manager here at Ross Video.

Cindy Zuelsdorf:
Yes. And you’re also on the Exhibitor Advisory Committee for NAB show.

Kim Hogeveen:
Yes, I joined the committee two years ago, and it’s been a great experience.

Cindy Zuelsdorf:
I’m so glad you’re here. Kim is going to reveal part of what Ross Video does for NAB. Maybe not all of the magic, but a ton of important stuff for you today. Kim, let’s get right into it. Tell us a little bit about that bare minimum that every company should do. And maybe reveal a little bit about what Ross Video’s doing for the show.

Kim Hogeveen:
Ross Video puts a plan together, and it’s basically a plan of how we’re going to tackle the show, what platforms we’re going to use. What we do with that is we try to just list the things that we want to do. Do we want to promote the code once a week? Do we want to tease some products once a week before the show? Do we want to make some product announcements? Do we want to remind people of what products we are going to have on the show floor? And each one of those gives you a call to action.

Kim Hogeveen:
The promo code is something that we absolutely decided once a week we’re going to talk about. Because when people use that code to register, we get them as a cold lead. So, hey, extra bonus points there. Then we want to add some fun into it, show the little personality side of Ross. So whether it’s adding a fun photo, doing something like a Throwback Thursday, adding code into that social posts as well. And we start laying it out. And the next thing you know, you’ve got a big to-do list of various social posts that you can kind of make happen before the show.

Kim Hogeveen:
We write down, “We want to tease new products, we want to talk about new products,” the ones that we can talk about in advance. “We just want to get some hype going.” So we start building that. And next thing you know, we’ve got two to four posts heading to Twitter every week. Maybe one to four reasons why we’re hitting Facebook. And each one of those though, we’re adding a call to action. So whether it’s, “We’re going to tell you about this, we want you to come to the booth.” So we throw our booth number in there. And next thing you know, when you’re adding all these things that you want to add, like the hashtags, the free code, the booth number, depending on what the call to action is, Tweets are kind of building themselves. The social posts are building themselves. So, next thing you know, you’ve got this big list, and now you just need to input it and make it happen.

Cindy Zuelsdorf:
All right. Who else on the call today, use the chat if you can, is preparing anything, just even one or two things like what Kim talked about? Just put it in the chat if you’re doing that. Just curious if anybody’s doing those types of things. All right, so I love your idea about preloading and everything like that. You’d said that you do some preloading so that there’s always something there, and then you can post organic stuff, but you’ve always got things kind of preloaded, and I loved hearing about that. Tell me how you do that.

Kim Hogeveen:
Okay, so I mean in this plan that we put together, we write down all the social channels we want to hit and it’s in there, and how many times do you want to hit them per week. Now from that, it’s the actual loading of stuff. Once you’ve got your idea of what you want to do and how you want to do it and what you want to say, how are you going to start posting those to social?

Kim Hogeveen:
Well, we’ve used Sprint Social, we use HubSpot, and they have great features nowadays that you can preload your stuff, and you can schedule it to send whenever you want. I mean, you can do a variety of things. You can engage other staff to help. You can preload it yourself, whether it’s before you get on-site, every night, that kind of thing. But you can schedule stuff weeks and weeks in advance. And that way they just, they head out whenever they need to. So you kind of check it off your to-do list. We know that we’re going to post the free code option once a week and let people know what our booth number is and, “Come see us.” So we just scheduled a bunch of those and then they’ll just automatically through HubSpot, Sprout Social, there’s a variety of stuff. And we’ve probably played in them all. And we just load those up and they just schedule and go. So, that it’s done, it’s off the to do list. Moving on to the next thing.

Cindy Zuelsdorf:
Good, and I’m seeing in the comments that we have people who say, yeah, you are scheduling things in advance. You use the new Product Gallery Upload for a product. We use Sprout Social as well with a lot of our clients. That said, it’s totally okay not to have a scheduler and stuff like that. You can do Facebook’s built-in scheduler if you want to do that. And you can get things all kind of prepped if you want to. If you prefer LinkedIn, get it all kind of prepped so it’s like a copy and paste. And did you say you had a student or someone helping you with that?

Kim Hogeveen:
Yeah, a couple of years ago, we hired a student, for I think it was about 500 bucks, and he worked for us for two weeks. And what we did is we had a Google sheet, at the time, we don’t use that anymore. And we loaded it with the content, so he had it. He also had like a One Sheet in there, which I’ll talk about later, but we loaded the content, and then we loaded a bunch of photos. And even when we were on the show floor, if we’d have to send them a photo to link to one of those, he had them, he was inputting them live. Because at the time, we weren’t using Sprout Social. It was a great resume builder for him, and it worked out well for us, and none of our staff had that extra task that they had to think about.

Kim Hogeveen:
These were things that had been vetted for spelling and everything else as well. So he was just taking the content, and he was our live-action guy. He was actually contributing too, which was fantastic. He was, “I’ve got this idea, would that work?” And I’m like, “That’s a fantastic idea!” The more ideas, the better. So, that kind of thing. Yeah. And it worked out great at the time.

Cindy Zuelsdorf:
Yeah, I’ve been at the show where we took some pictures in a client booth, and then we just needed a fast way to get them back to the office for someone to do posting. And I think Fallon, I was sending them on Google Drive and just posting them onto a folder that we preset for show posts and stuff. And that works really well when you’re trying to get stuff from the show floor back to a colleague in a shared kind of folder or something like that. Even Slack is great because it’s super quick from your phone to post stuff. You can set up a Slack channel for throwing photos and comments into. That’s another way to do it if you guys use Slack. I see a great comment, question here. And I’ll go to you Kim, first on this one. How do you work with LinkedIn versus Facebook for NAB?

Kim Hogeveen:
Okay. So we treat them both a little bit separately. We’ll have a little bit more fun on Facebook. We’ll keep it a little bit more cassual. I mean, there’s some crossover posts, but Facebook we’ll hit up at least one to four times a week. LinkedIn, once a week. We find that things linger on LinkedIn and Instagram a little bit longer than they do on Facebook and Twitter. So we do treat them differently. And then, of course, we change the tone. We keep it a little bit more professional on LinkedIn. We stick to product announcements for that kind of thing or give them the real reason to come see us.

Kim Hogeveen:
But we find that limiting and changing the posts and then the tone of the posts totally works. We have a little bit more fun on Facebook and Twitter and Instagram, to be perfectly honest. But we are still hitting … And I mentioned those platforms that we’re using. We’re using LinkedIn, Facebook, Twitter, Instagram and even some YouTube for some videos.

Cindy Zuelsdorf:
I’m so glad you mentioned about YouTube because YouTube is the second largest search engine. So of course we should be putting stuff on there as much as possible. And YouTube and Google are all one. So, that matters. Right? We definitely have to do that. So you think for Facebook you’re posting pretty frequently, a little bit less often for LinkedIn. And for Instagram, what’s your thought on that? I know I see you post on Instagram a lot as well.

Kim Hogeveen:
I definitely use Instagram personally quite a bit. But professionally we’ll throw the code on there sometimes, we’ll keep it fun and graphical. We like to, on Instagram, we would put a throwback photo. So pull out a photo of the booth from 10 years ago, make sure we post it on Throwback Thursday or Flashback Friday. And just kind of gives a little bit of fun aspect too of what we looked like and what we were doing back then. The booth was very orange back in the day. So I love pulling out those pictures. Or the pictures of the moose. Everybody loves a little nostalgia. And it helps with the whole relationship building too. It’s not our first year at the show. So, “Do you guys remember when?” And it gets some engagement.

Cindy Zuelsdorf:
Right. And I’m glad you brought up engagement because some people kind of feel like, “Social media, why even do that? You’re not going to get any sales from it.” And then further the staff and the colleagues that maybe you work with maybe just don’t feel like posting on social and helping out. Because they’re like, “What’s the point?” What are your thoughts on that?

Kim Hogeveen:
I’m a huge person for building relationships and engagement. And I’ve got connections now that I’ve met, I’ve met folks at NAB show 20 years ago and we’re actually now Facebook friends, we actually text each other, that kind of thing. So we’ve used … and not from a Ross Video standpoint, but we’ve connected personally and professionally. I mean eventually things will build and they do stop by the booth and, “Oh yeah. Show me the latest and greatest.” Of course that stuff happens as well.

Kim Hogeveen:
So I like to think that social media is a big part of that. And even if from a professional level, I do add some personal stuff. Whenever somebody asks us a question, whenever I respond, I respond how Ross would respond and then I put KH at the end so that they know that they’re talking to a real person. And especially … and that’s important because there’s a couple of us that have access to the Ross accounts. So we keep it professional. But eventually … people buy from people they like. So relationships are important. So I do feel that social media contributes to that.

Cindy Zuelsdorf:
Oh, people buy from people they like. You and I are speaking the same language. It’s so true. I feel like we have to be where our customers and prospects are. So if they’re at NAB Show, obviously we go there to see them. If they want to talk to us on the phone, we pick up the phone. If it’s an email, good. If it’s a IBC meeting, if it’s … whatever it is, we need to show up where they are. So that means if they are on Facebook, if they are on LinkedIn, we’re missing the boat if we don’t show up there at least a little bit.

Cindy Zuelsdorf:
Some people say like, “Oh, Facebook’s not for business.” And I hear that, and let me say people are on there because their kids and their grandkids are on there. And I used to, back in the day I was like, “I’m going to have a separate Facebook profile and do everything else business separately.” And that lasted for a minute or two. And then I’m like, you know what? In this world, I’m here on the planet to connect with everybody. You never know who might know someone else who’s a friend of a friend, especially here in Grass Valley, where I live. Everybody seems like they’re in the video business. So I have kind of changed. I tried that really for a short time and then realized this is all about relationships. And I stopped trying to sort of separate my work and my personal life. And I just show up.

Cindy Zuelsdorf:
And if I post something, like I just posted a Facebook Live right before the top of the hour on my personal Facebook feed just saying, “Hey, I’m doing this webinar. I feel really excited about it and it’s going to be so cool. Here’s the link.” And then if this isn’t for you, that’s okay. I just wanted to share what I’m doing. And that way I still use my personal channel to go live and talk about it as well as some of the other Facebook groups and LinkedIn as well. People buy from people they like is right on and we need to show up where our people and our tribe are. Very much so.

Kim Hogeveen:
I 100% agree with that. If you look at my personal Facebook feed, I mean you and I are friends on it, 25% of it’s Ross. The other 25% is my travel. The other 25% is my kid. And then the other 25% is the other stuff. But there’s definitely a work component.

Cindy Zuelsdorf:
One thing you’re so good at … and there’s so many, but one thing I just love is, you do bring that personal touch to your posts. And you often, you write in first person. I think that writing in first person is so useful because people want that authenticity. So when you write, “I’m at the show, we’re here, this is happening,” instead of a sort of more journalism, third person, “This is an announcement that,” just think about yourself. What’s compelling, what’s interesting? So wherever you can lean toward that authenticity, first person conversation little bit of a story, that’s going to serve you well. You’re going to see more engagement with that.

Cindy Zuelsdorf:
We were working with someone who was a little skeptical about doing stuff, and this happened to be LinkedIn. And we shot a video of him just saying, “I was at this facility last week, and they had this issue, and we’ve looked at this and figured out how to solve it, and it was really great.” And that short, like two-minute video, got about 700 views right out of the gate. Partly because he’s connected with a ton of people on LinkedIn, but partly because it was a story. And in the first seconds, he talked about who they’re for and what they solve. So by identifying what kind of place he went to and what kind of person he talked to, and then speaking to the technical a little bit, you suddenly went, “Oh, that’s me. I can identify myself in that conversation. I’m going to keep listening, watching, reading.” I love … You’re all over that, Kim. I see your posts all the time.

Kim Hogeveen:
We’ve got a team working on it here, so I’m just happy to be a part of and contribute to it.

Cindy Zuelsdorf:
Now, how do you get your coworkers to participate? What if they’re not enthusiastic? What do you guys do with that?

Kim Hogeveen:
What we did for IBC Specifically, but we’re going to implement it for NAB as well, is that we used Bamboo and we would preload some posts into there. And then we turned it into an internal contest. Who’s going to share the most, and who’s going to have the most reach? So they know that there are a few social savvy folks in the company who have the excitement about social. So it became an internal contest. We offered an Amazon gift card to whoever shared the most posts, sorry, from Bamboo. And then we had another one for the most reach.

Kim Hogeveen:
And at lunchtime, it’d be like, “I’ve shared 12 days today, what have you shared?” So it became this … and it adds excitement to the booth too, it was a little fun factor. People were trying to compete with each other. Because in the end, yeah, it’s only a gift card. But, “I’m going to win.” That’s what it boiled down to. So we actually had more staff engagement by putting this internal contest together. So I was happy to be a part of that.

Cindy Zuelsdorf:
That is a brilliant way to do it. Is anybody else on the call thinking they could do a little contest at their company for NAB Show posting? I think it’s brilliant.
Kim Hogeveen:
Oh, it gets the corporate announcements out. So it’s a way to do it and make it fun.

Cindy Zuelsdorf:
Making it fun is good because when things are fun, people are engaged, you can feel it. And what’s happening, that’s through all of marketing. I want to circle back to something you said right at the top of the show. You talked about putting a call to action, a CTA, in everything you do. And I just wanted to bring that up to everybody on the call here, that it’s really nice to think about what you want someone to do after they read your post. And we know that in every aspect of marketing. When someone comes to your booth, what do you want them to do next in the ideal situation? Set up a meeting with you, request a demo. Obviously, we want them to buy something if it’s a fit, but right before that. And what do you want them to do after they read your post? What do you want them to do after they read your brochure? What do you want them to do after they go to your website? A clear call to action. Can you speak just again about what call to action sort of strategies you use?

Kim Hogeveen:
So depending on what the post looks like, the call to action could be we want them to come see us at the show. So we give them the free code, so they have a little extra incentive to come visit us. We give them our booth number because we want them to come to the show floor, we want them to come to our booth first. Other calls to actions, though, that we could put in, is directing them to a page to learn more information, to get them excited about why we want them to come see us. Sending them to a landing page, or even sending them to an email address or a place where they book a demo, and then we get onto their roster.

Kim Hogeveen:
That way we’re trying to incentivize them to come to see us. So give them a free code, we’re giving them a bonus. Registering for the show, they get to save a couple of bucks. But at the same time, each time we’re drilling, “You got to come to our booth number.” Or, “Book a demo with us,” so that you were kind of locked into your calendar, and you are going to stop by that week. Those are the various call to actions that we use in our social posts.

Cindy Zuelsdorf:
was super good. I love that. So we’ve looked right now already at the bare minimum of what you’d need to do at the show. We also looked at how to do social during the show, including doing calls to action in all your posts. And we talked about how to get people to participate. We kind of touched on some tools and stuff, but let’s dig into that as our next point. What sort of tools or platforms or tricks do you have in terms of delivering results and streamlining the process?

Kim Hogeveen:
We do a couple of different things, but for the results, I mean, we have report reporting that we do. We follow, and we track and using Sprout Social and HubSpot. We have reporting on how the social posts are going. We have places where people can book a demo, and we can track that stuff. There’s different reporting for different platforms, of course. So we are using some of that. I think that’s answering where you-

Cindy Zuelsdorf:
Yeah. Yeah, yeah. People always want to know, “What software do you use?” “What do you use?” Fallon just put the link in the chat that has; it’s helpful resources. You’ll see in there a link to Sprout Social that we mentioned. There are tons of tools; it just happens to be that Kim and I both happen to use that. But there are tons of other ones out there. There’s a link there, and you’ll see some other links of tools we’ve been talking about. We prepped a lot of stuff for you to make sure you’ve got some great resources. If you go to that page now, you’re going to see two other really important things. There’s tons of stuff on there. One is there are the NAB show exhibitors LinkedIn group, so please join that if you haven’t already. And secondly, at the bottom of the page, you’re going to see a social media challenge that we’ll talk about in a minute, but you can kind of take a peek at it if you want to.

Cindy Zuelsdorf:
So, questions about platforms or software? If you guys have any, put them in the chat so we can circle back to you on that. I think Kim and I have both used a ton of different software tools in the past as well. Canva. Do you use Canva or Spark or anything like that? How do you process your photos and think about the sizes? Do you do anything around sizes of the images?

Kim Hogeveen:
Personally, what I do is I reference, and I’ll give you the link and you’re using the same one. Social media sizes change all the time. Various platforms, various … whether you’re using a laptop or a phone. So we reference the Sprout Social, sorry to name drop again, but we reference the Sprout Social size guide constantly. But a lot of the times, we are doing things on the fly. So we’ll just enter, we’ll just throw it right into Facebook from our camera feed.

Kim Hogeveen:
So using the phone, as long as … most of the time, the phone and the photos will adapt. Whenever we get video clips, we’ll make sure that they’re condensed and proper to the media. But we’re actually not … we’re just running it straight from either Photoshop or a camera phone or just getting the stock photo from our team. Because we have our own digitized stock of photos that we capture of our products. So we don’t actually go through a different platform. We just let the social media handle it. If we’re creating a graphic for that platform, like a Facebook event, we will create it to size using Photoshop, Illustrator. Nothing special for them.

Cindy Zuelsdorf:
Yeah, we do the same thing. If we’re prepping stuff in advance, we’ll size. And we use the same exact sheet, and that’s on your references and helpful links page, guys. So you can find that now and snag it and use the same thing we’re all using. And then if I’m just shooting stuff on my phone, we just upload it right away. What do you think about videos versus stills? I mean, what’s your thought around around that?

Kim Hogeveen:
I mean NAB, Ross Video, we’re all in the video industry. So, I mean, video is key. But when you don’t have a video, a photo works. Something to grab attention. I mean, and if you absolutely have to, you don’t have any photo available, you don’t have a clippit of video to use, then do the post. But you will very, very, very rarely see any posts without a photo or a video from us. We use a visual medium, so we kind of go down that vein. But if we don’t have the video, photo works.

Cindy Zuelsdorf:
And if you guys do a post and then want to change it later, you can add text to it, add a link, you can add it right into the post or you can put stuff in comments. So, that works really well too. It’s like it’s better to get the post out there and then go back and edit it. You can totally do that. I’ll sometimes throw the link for a product or information or whatever in the comments. I kind of have heard that some of the platforms like LinkedIn and Facebook don’t really want you to send people off their platform, they’re trying to keep you on there as much as possible.

Cindy Zuelsdorf:
So putting a link in the post has mixed … there’s mixed thinking about that. You can put it in there, but we don’t know if maybe LinkedIn and Facebook don’t like that as much and aren’t going to show it as much with their algorithms on how they show stuff. So a way to do that is to throw that in the comments. So you can edit your posts, and you can put links into it, and you can add links and photos into comments as well.

Cindy Zuelsdorf:
Questions, anybody? Throw them in the chat, if you do. Who is doing ad retargeting? Adam, you and I talked about that. I think Heidi, you and I talked about that. Is anybody doing something where if someone comes to your website that you can run an ad to them on LinkedIn or Facebook? And would that be interesting and helpful to you, if you could do that? So just chat in if anybody is doing that. Kim, you and I talked about that the other day, the whole idea of Facebook Pixel, LinkedIn Insight Tag and that kind of thing. So I thought I’d just go over that for a couple of minutes with the group here.

Cindy Zuelsdorf:
So it’s possible now to send an ad to anyone who visits your site. And we all know Google Analytics, right? Google Analytics, you get your free code from Google, and that goes on your website. Super easy to put on, and we’ve probably all done it or someone on our team has done it. That’s a given anymore, right? Facebook has a similar kind of code, and LinkedIn has a similar kind of code. And the reason is, similar to Google; they’re tracking who comes to the website. So you can go to Facebook to your ad account and create that pixel, which is really just some code. And take that and insert it onto your website.

Cindy Zuelsdorf:
At that point now, Facebook will start tracking who’s been there, and they’ll track up to 180 days of traffic that came to your sites. And then now next time you have a post, instead of boosting it, boosting’s okay, but if you use your ad manager, you can drill down a little bit more specifically to who you want to send that post to. So you throw a few bucks at it, could be $5, $50, whatever you want to spend on it, $500. And say, “I want this ad or this post to go to people who visited my website in the last 180 days.” That could be nice for promoting your NAB Show code that you talked about, inviting people to an event at the show, offering a lead magnet or helpful piece of information for them to download, those types of things.

Cindy Zuelsdorf:
LinkedIn has the same type of thing. And in fact one of these webinars, last year we did, I actually ran through exactly how to do it step by step. That is called the Insight Tag. And same kind of thing. So you can run stuff to people that way. And that’s a good way to tie your multiple touches in, that we talked about earlier. Is that new information to you guys or you’re already doing that? Or anybody have any questions about that? If so, throw them in chat.

Cindy Zuelsdorf:
Okay. Have you guys been to the resources page? I want to touch base. Kim, you and I talked about a little plan for people, the social media basics challenge. Social media basics challenge. You can see that on the resources page. And the first piece of the challenge is to either to use Facebook or LinkedIn for your challenge. Just choose one. you probably have a big opinion about it. Like, “I want to do LinkedIn.” Or, “I want to do Facebook.” Either one, just pick one. And then you’ll see on the challenge we’ve listed out 10 posts for you, one a week for the next 10 weeks. That should bring you right through to the show. And it gives you an idea, really easy idea for each post.

Cindy Zuelsdorf:
For example, the first post we listed out is, put your NAB show promo code in and invite people to coffee or a party at your booth. That’s the first one. Another one is a problem you solve with your new product or service with your NAB booth number. Go to the resources page for this. It’s at the bottom of the page and it will … Anybody on the call who feels like they’re going to take that challenge? I’d love to hear about it. Just give me a yes. You can do it privately to the panelists if you don’t want everybody to know. All right, we have some takers. Awesome. I hope you email me or hit me up on LinkedIn or Facebook and let me know how it’s going. I really want to know.

Cindy Zuelsdorf:
We have a question on here, Fallon, about where the resources page is. It’s in the chat and we’ll just repost it here. There you go. It’s re-posted, where the resources page is right now. Max, the challenge we’re talking about is the social media basics challenge that we’re just right now laying out to you. And if you go to the resources page, at the bottom of it you will see there exactly what our challenge is. And the challenge is to choose one of your social platforms and do a post a week for the next 10 weeks. And you can schedule it all now, so it’s all done. You could get a cup of coffee and do it or you could prep it. What do you think about the challenge, Kim? You have any comments?
Kim Hogeveen:
I totally would love to do it. I love a Facebook challenge. From a personal level I do them as well. I think that’s great that a corporation would think about that and do it too and join in. Why not?

Cindy Zuelsdorf:
Why not? Why not?

Kim Hogeveen:
Get it trending too. Let’s go.

Cindy Zuelsdorf:
Nice, okay. What other questions do you guys have? Social media is such a big topic and we tried to hit on the top points that would help you and that are actionable. But what questions do you guys have? Just throw them into the chat and we will dig in further. All right. I want to just see if Maddie has any comments, questions, any input for us. Maddie from NAB show is with us here on the webinar, which is amazing. Hi Maddie, how’s your day going?

Madeline Sanders:
Hi, it’s great. How about yours? I would definitely say that from our standpoint, our biggest platforms that we do utilize is Facebook and LinkedIn. So I definitely think that everyone should be taking advantage of those social media sites. We are currently in the works of a LinkedIn campaign. So, yes, very exciting.

Cindy Zuelsdorf:
I noticed NAB Show, you guys are awesome about sharing, re-tweeting, just any posts are out there where I see a hashtag NAB Show, which is your hashtag for the show, that there’s a really good chance that it’s going to get re-shared, re-tweeted, liked, that kind of thing. So guys, take advantage.

Madeline Sanders:
Yes. And I definitely think we are taking advantage of live tweeting at the event itself. And I think that is a great way of utilizing your social media and to bring in attendees to your booths and all of that.

Cindy Zuelsdorf:
Nice, nice. Okay. So many questions in here. Pardon me while I scroll through. We want to be sure we get everything as much as possible. We have a question here about Hootsuite. We have used Hootsuite quite a bit as well. It’s perfectly fine. It’s good. We ended up using Sprout because of the metrics on reporting. We work with a lot of companies that exhibit at NAB Show and people want to know how the engagement is. And we found the reporting is easier to pull up. In our Sprout account we have several different companies and then I can just pull the info out for one company and send them a report and like that. So that is a key reason we are using Sprout, is for the metrics. How about you, Kim? What’s your experience?

Kim Hogeveen:
I think we’ve used both of those platforms and we were using Sprout until recently and we started using HubSpot. And that way we can tie them into campaigns and link things in Salesforce. So we just recently … I talk a lot about Sprout Social because I was using it, but we’ve recently moved over to HubSpot, and it’s working. But we’ve used Hootsuite a couple years ago and at the time it was working fine. But it’s the reporting that we want to see.

Cindy Zuelsdorf:
Yeah. Buffer’s another one people like, CoSchedule. There’s so many, there’s a gajillion of them. But I put the link to Sprout on the resources page. And the resources page is listed in the chat here. I see a question about where it is. It’s on my website, it’s on the Kokoro website that Fallon and I put together because we were just even up until last night adding new resources in. So that’s where we put the information there.

Cindy Zuelsdorf:
A question here, Kim, maybe you can speak to it, about lead scoring around people who come in. You just talked about Hootsuite … I’m sorry, you just talked about HubSpot and Salesforce. Is there any scoring that you do around social media engagement, or not so much?

Kim Hogeveen:
Actually we have a digital marketing team that would probably answer this way better than I do. But there is a scoring process. Where it is and how it fits into our social plan, I’m not involved in that. So I can’t give you a straight answer.

Cindy Zuelsdorf:
No worries. No worries. Didn’t mean to get you on the spot there with that one. Okay. We are wrapping up. So I want to ask you Kim, for all the people on the call, if they were just going to do one thing, what do you have them do as a takeaway from today’s call? What would you suggest?

Kim Hogeveen:
Well, I’m really liking your challenge. But beyond that I suggest creating a one sheet. And this one sheet will have everything that they need to post about the company, for the company, for the show leading up to it. So you’re going to put social sizes on this one sheet, facts about the show: the dates, the booth number, your free code. Put the various platforms and the proper hashtags for each. Even create a hashtag for the show so that people can look that up and follow it. And in this one sheet, maybe state what the voice and the tone of the posts should be. Then, you give that one sheet to everybody in the company. And you enable them to share, to be aware, to post, to use the right hashtag.

Kim Hogeveen:
So they might think this is a cool thing that they’re in Vegas. “Hey, heading to the show in Vegas, the place looks full, the booth is massively full.” They put it on their personal social page. They are using the proper hashtags, the company now sees it and they’re going to share it. And then NAB might see it and go … they’re going to share it. And the reach is just going to go on and on. So if you create that one sheet and everybody has the same information: the right booth numbers, the free code number, they have all the proper corporate hashtags and account, then everybody can join in the fun of social. So create that one sheet and share it out.

Cindy Zuelsdorf:
Awesome. That’s so good. We’ve got some questions in here about how to do things specifically. So a little bit around tactics and applying them. I actually created a class, there’s so many questions about, “How do I actually make the pixel?” “How do I actually make the insight tag?” So on the resources page you can see there’s info about a class on there. Also, you can just hit Kim and I up on LinkedIn and we will do our best to answer your questions and take good care of you. Let’s see, we have another question, what do you think about cross social media scheduling software? How do you handle different posts, links and different tagging systems?

Cindy Zuelsdorf:
I don’t know cross … Oh, cross social media scheduling software. Ah, so like Sprout would do that. It’s going to post to LinkedIn, Facebook, Twitter. We could do like my personal LinkedIn page and the company LinkedIn as well. So you can do that. We totally do it. How about you, Kim? What are your thoughts on cross platform posting?

Kim Hogeveen:
We do it, but we do it kind of separately. We don’t grab the same posts. What we’ll do is we’ll copy the post or clone it and then we’ll modify it to the platform that we’re using. So where we’ve got, “At NAB Show.” Maybe in the Facebook and the LinkedIn version of the post, we have a web address. Instagram, it’s not going to help you there. So we put, “Link in bio.” Or we tailor the Tweet completely or the post completely so that it’s not … So the hashtag issue’s not there. So, I mean, we are still using Sprout and HubSpot for cross-platform, but we’re treating them a little differently because they are just a little bit different. And their hashtagging systems, naming conventions, they’re a bit different. So we are doing it, but we’re tailoring it.

Cindy Zuelsdorf:
I love that, I love that. So you’re taking advantage of the software for the metrics and the scheduling, but you’re going ahead and adjusting the posts for the platform, for tone, for tagging, for hashtags to make sure it’s a fit for the platform.

Kim Hogeveen:
Exactly.

Cindy Zuelsdorf:
Awesome way to do it. Super good. All right. On that note, we are going to wrap it up today, thank you. Take the social media basics challenge that you’ll find on the resources page. Let us know how you’re doing. And thank you, everybody, see you in Las Vegas. Bye.

Kim Hogeveen:
Thanks!

Resources and links mentioned in the webinar

Leave a Reply