How we used social account based marketing to drive awareness of the first materials handling event

Ensuring the value of the community to both the members and the client comes down to gatekeeping: ensuring only the right prospects join the group. Membership in the community was tightly controlled and only a select list of Tier 1, Tier 2 and Tier 3 prospects was recruited.

Throughout the campaign, the LinkedIn group was used as a promotional tool for the Materials Handling Middle East event, with Weekly Announcements, one-on-one messages and discussion posts promoting the event and driving the targets to the event website.

A Facebook Business page was the starting point for our Facebook initiative. Not only would we need an official Facebook page in order to make use of Facebook’s varied and specialised ad formats, but we wanted to create a more accessible social asset that could be reused for future events.

Throughout the campaign, the LinkedIn group was used as a promotional tool for the Materials Handling Middle East event, with Weekly Announcements, one-on-one messages and discussion posts promoting the event and driving the targets to the event website.

In order to extend our reach beyond LinkedIn, we looked at Facebook. Although Facebook is not conventionally seen as a B2B platform, we know that it is just as powerful in the always-on, mobile, and socially connected world we live in.

Facebook boasts an active user count of 1.89 billion and 1 out of every 5 digital minutes is spent on one of Facebook’s suite of apps (Facebook, Instagram, Facebook Messenger and WhatsApp). This makes Facebook a channel that cannot be ignored.