SOCIAL MEDIA & EVENT MARKETING
VMworld, VMware’s annual user conference, was expected to receive 27,000 attendees in 2015. Yet there was a consensus that the conference was beginning to lose its magic.
LEWIS Pulse was challenged to renew the excitement and character that once helped establish the conference, and to draw in new attendees.
In the run up to the event, a variety of digital marketing tactics were used, including:
- #VMworldQuiz Contest: LEWIS Pulse developed a mobile-responsive app for the VMworld Facebook page as a way to increase direct interaction with the VMworld community. The app included trivia questions about the conference, and users were invited to enter for the chance to win an Apple Watch.
- There were 944 total contest entries/retweets and 1 lucky winner.
- #VMworldChat CrowdChat: LEWIS Pulse organised a CrowdChat one month prior to the event, to begin building excitement around VMworld. Both VMworld alumni and new VMworld attendees were invited to participate and share tips and insights on what to expect.
- The chat received 360 posts from 62 unique users, as well as 2,655 views to the #VMworldChat landing page and a peak of 111 users online watching the chat.
Onsite buzz was continued by live tweeting from keynotes, publishing daily blogs with highlights from the event, live-streaming key events via Periscope and promoting photos and other rich media content across the VMworld social channels.
The team managed a “Twitter Concierge” programme, fielding questions and serving as a central resource for VMworld attendees. To encourage direct audience interaction, a daily photo caption contest was executed, which resulted in 3,222 engagements and 40k+ impressions across Twitter and Facebook.
As a result of social media efforts at VMworld US 2015, VMware was able to significantly expand their social media footprint during the event and grow their social media share of voice compared with previous years.
Additional highlights across the brand's social channels:
- VMworld-related keywords received 128k social media mentions
- The #VMworld hashtag specifically received 90,730 mentions
- Overall reach of 285 million estimated impressions
- Twitter: Gained more than 600 followers, 1.5 million impressions, 1,400 favourites, 1,400 retweets and 5,700 link clicks
- Facebook: 200 new fans, 194,000 impressions, 8,600 engagements
- LinkedIn: 150 new members to theVMworld group
- Instagram: Gained 100 followers and 475 engagements
- Vine: 200 new followers, pushed out 10 Vines and received 33,511 “loops”
- Snapchat: Gained 105 followers, averaging 70 views per snap
- Periscope: Broadcast 42 video streams, gaining 400 new followers and receiving 1,514 hearts to VMworld streams
- VMworld blog: Received 24,000 page views to VMworld blog content
Social media played a critical role in the success of the event, and for the first time, the #VMworld hashtag trended on Twitter on the first day of the conference.
Overall results exceeded the client’s expectations, with all channels significantly surpassing the growth metrics seen during VMworld 2014.
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