said 1 year, 1 month ago:
Just a quick after action status report. I’m not sure if people find these useful, but there is so little in the way of actual numbers out there. So I’m trying to provide a little bit more detailed information.
Event: 2012 Women’s Expo, Manchester, NH
The event we were attending was in February. It had a turn out of roughly 500 people an hour, and ran for six hours. I use hourly attendance, because people would come for only a short period of time and then leave. This resulted in a wave like attendance at the booth. We were right by the front door.
Set up: Facebook Event, Foursquare Check In, Booth with Raffle
We set up a Facebook event, sent out status updates before the event, and also set up a Foursquare check in. At the event itself, we had our booth, staff, and were running a raffle for a Pampered Chef cookware set. Our staff were all trained for member contact and to engage at the event, and have done events in the past.
- 317 people engaged with us for the raffle, and of that roughly 20% sought out more information on our Credit Union. We engaged with them through the staff we had working the event.
- These numbers were consistent with previous years based on number of people attending.
- Foursquare was a bust. The event was in a large concrete and steel structure, and cell phones had extremely limited connectivity. As a result, people saw our sign but couldn’t get their phones to connect to the event listing.
- We had an excellent mix of new contacts vs. existing members. Existing members mentioned the Facebook page as a reason for stopping by to say “Hello!”
Customer, or member engagement in our case, should be happening at events that your customers/members care about. By being at these events you build rapport with your customers and encourage them to engage with you. Social media can have a role in this.
We did not fully capitalize on the promotional capability of Facebook and Foursquare before the event, and as a result, only showed a consistent performance level compared to previous years (i.e. we were exactly online, despite access to new technology, instead of increasing by a statistically significant amount). Social media did help us find our friends, and to keep them engaged at the event, but did not help us establish new friends. These are all factors to change moving forward with new events (sponsored stories, for example, with a special entry or separate raffle).
Foursquare might become limited to outside events depending on your location. If you are planning to use Foursquare, you should evaluate the site before hand during your set up time for connectivity and signal issues.