When social content goes live
We increased reach, engagement, and activity with a strategic approach to social media event marketing for HPE.
- Blog support programs
- Content creation
- Community strategy, building, and monitoring
- Pre-, live-, and post-event social marketing support
- Social content development and integration
- Social media strategy and management
Twice a year, industry influencers attend the Hewlett Packard Enterprise Discover event to learn about the latest innovations in enterprise software, hardware, services, and networking.
HPE had already achieved an impressive audience size through its dedicated Discover social channels. However, they saw untapped potential among in-person attendees, not to mention the many HPE employees active on social media.
To build and engage its digital audience, encourage registrations, and enhance the quality of content published on Discover channels, HPE needed an outsider’s insights.
Our mission: Get even more IT leaders interested in Discover by hooking them with deeply relevant content on Discover social media channels, including a blog, Twitter handle, and Facebook page. And help HPE extend the show’s momentum beyond three days.
We defined clear goals and KPIs, and developed a scalable social media framework focused on creating relevant content for the audience.
The Discover Insider blog served as our core channel, where we produced original articles showcasing HPE thought leadership. Twitter and Facebook played a vital role in grabbing audience attention with stunning imagery and relevant topic teasers.
Our strategy culminated with live event coverage, which included onsite blogging to report conference highlights, live tweeting, and real-time channel monitoring.
In the four years we’ve been working with Discover, we’ve continually increased audience size, and we’ve exceeded most KPIs with double-digit growth. Most importantly, we’ve helped HPE develop a more strategic approach to applying social media to event marketing in a way that creates results.
Comparison of Discover 2015 with Discover 2014:
- 34% increase in social media activity (posts, videos, and photos)
- 53% increase in social media reach
- 33% increase in social media engagement
- 49% increase in live streaming views
- 50% increase in on-demand video views
- Event hashtag was trending on Twitter during Day 1 and Day 2