With the SEMA Show and the Global Tire Expo kicking off this week (Nov. 5-8), here are some ideas for using Twitter to help maximize your show experience and results.
Trade shows like SEMA are where “up-to-the-second” media such as Twitter really shine, expanding the audience of a very localized event to a potential global audience. As you think about expanding your audience through Twitter, also think about using it to narrow your focus. The SEMA/Global Tire Expo (not to mention AAPEX) is such a huge show, it’s difficult to cover all the halls…unless you have comfortable shoes and lots of coffee! You can use Twitter to identify and connect with the folks that are really going to help your business.
Join the Conversation
As you prepare for SEMA, a critical step is to discover the official and most common hashtags applicable to the show. SEMA is publicizing the show by using https://twitter.com/SEMASHOW. SEMA’s Twitter account currently has more than 56,000 followers, and the organization is tweeting at a steady pace. A variety of hashtags are being used, including #sema, #tires, #carshow, #aftermarket and #AAPEX.
Use these hashtags or try out some others to identify the most popular conversation streams and the ones that are most relevant to you. Maybe your business revolves around modifying off-road vehicles; I’m sure there is a hashtag for that.
Make Valuable Connections and Become a Thought Leader
Find the Twitter accounts of your customers, potential customers, industry influencers, media, etc., and follow them. And while you’re at it, follow their followers who are relevant to you.
Twitter, like most social media, is a great way to strategically connect with people. Is one of your prospects tweeting about a particular topic on which you have a perspective? Reach out to him or her on Twitter.
Set up a keyword monitoring alert system to keep track of the SEMA conversation streams, hashtags, etc. There are several good ones out there, such as Tweetdeck and Hootsuite. I like Hootsuite because it allows me to create lists such as SEMA prospects, customers, SEMA media, tire manufacturers, etc.
Then, join the conversation! Don’t sit on the sidelines. However, do think about quality over quantity. There can be a lot of down time at trade shows, but don’t fill the empty time by tweeting random thoughts and information. Focus on content and value. If you’re sitting in a very informative seminar, let other people know about it. Certainly use Twitter to promote your product demonstrations, booth signings, etc. – just don’t overdo it!
Don’t Forget Facebook
This post focused on Twitter, but don’t forget about Facebook – and for that matter, LinkedIn – during the SEMA Show. The Sema Show Facebook page currently has more than 62,000 followers. All are potential contacts. Don’t spam, but do let people know about any contests or special events you have planned. Don’t forget to tag “@Semashow” so it shows up on the SEMA wall. Also, Facebook now lets you use hashtags – but use them sparingly.
Keep the Momentum Going
The trade show isn’t over when you stroll toward your airport gate with tired feet and a queasy stomach from Vegas-style over indulgence. Rest a few days and then use Twitter and your other social media platforms to stay in touch with the people you connected with at the show.
Well, I’ll talk to you at the show. Connect with me on Twitter at @chrisgtaylor and have a great show!
