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The secret to social for B2B events

Investment in trade shows and B2B events presents an unparalleled opportunity in social. From influencer relations to lead generation, social activity in and around your real life marketing delivers results.

Our experience with IBM, Motorola Solutions, Thomson Reuters and more reveals that the secret to success is in the planning. So join us to find out how best to plan, what resources you need for real-time communication and what results you should expect.
Recorded Feb 10 2015 63 mins
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Presented by
Tom Ball, Head of digital at immediate future,
Presentation preview: The secret to social for B2B events

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  • Paid social: Getting bang for your buck Recorded: Feb 24 2016 63 mins
    Katy Howell and Tom Ball at immediate future Ltd
    Global social ad spend doubled last year. And for good reason: the returns are proving exceptional. Paid social precision targets your audiences, harnessing relevancy to deliver results – when done right, anyway…

    So, how should you approach paid to ensure you get the most bang for your buck? This webinar takes a look at best practices drawing on expertise across both B2B and consumer brands (and a Drum award for Best use of Social Media Advertising). You will learn how to squeeze value from paid by:

    1.Reaching the audience you want, learning from the one you have
    2.Leveraging external data sets to create precision targeting
    3.Segmenting audiences by natural language and behaviours to drive results
    4.Match format & creative to drive maximise paid engagement
    5.Understanding the drivers of bid pricing to trim your costs

    From how to cut the social data through to A/B testing content, Tom and Katy will talk you through best practice in paid social media.
  • Owning your moment in social media - don't be a real-time Charlie! Recorded: Jul 27 2015 54 mins
    Tom Ball, Director of Digital
    Whether you are a B2B organisation looking to capture attention at an industry event or a consumer brand sweeping into a trending conversation - there is real value to be gained from engaging in real- time or "owning your moment" in social media.

    With the right approach, you can ride the wave of social conversation to increase awareness, engage a highly targeted audience, drive interest and ultimately sales!

    Learn from our own experience riding the wave at #SMWF, as well as case studies from our work with Interflora, Thomson Reuters and Southbank Centre as we explore how to:

    -Effectively plan to own your moment using social insight
    -Resource your teams to react in real-time and approve content fast
    -Leverage paid social to ride that wave
    -Equip yourself with the right tools (free, not just paid!) to maximise the opportunity
    -Measure the effectiveness of your activity and prove ROI
  • Plotting the social journey to ROI Recorded: Jun 18 2015 27 mins
    Katy Howell and Stephanie Newby of Crimson Hexagon
    Gone are the days when only followers and fan numbers matter in social. In fact, social has got a heck of a lot more sophisticated.

    About time too, as brands need to see a return on investment from social (after all it has become quite an investment these days of both time and budget).

    If you want to know how to map social for success, then join me and we’ll take a look at over 1million tweets and posts about holidays, flights and travel, to uncover the social customer social journey.

    The session includes:
    •Which social platforms dominate across the customer journey to purchase
    •What social triggers influence ROI
    •How emotions change across the journey and present brands with an opportunity
  • The secret to social for B2B events Recorded: Feb 10 2015 63 mins
    Tom Ball, Head of digital at immediate future,
    Investment in trade shows and B2B events presents an unparalleled opportunity in social. From influencer relations to lead generation, social activity in and around your real life marketing delivers results.

    Our experience with IBM, Motorola Solutions, Thomson Reuters and more reveals that the secret to success is in the planning. So join us to find out how best to plan, what resources you need for real-time communication and what results you should expect.
  • 5 ways to propel your sales team into social Recorded: Jan 22 2015 51 mins
    Katy Howell, immediate future
    75% of B2B Buyers report using social media as part of the buying process and over 40% of salespeople say they’ve closed between two and five deals as a result of social media. Social selling works.

    But you need the buy in of sales teams - they are your biggest opportunity to reach customers! So how do you solve the challenge of involving sales with social media? Katy Howell at immediate future will share best practice working across large global organisations and UK teams.

    Join the webinar for exclusive insight into:

    •Meeting the challenges of adopting social selling
    •From first steps in social to delivering ROI: How to set your social selling framework
    •Making sharing content simple and putting social at the heart of your funnel marketing
  • Influential customers – your gateway to revenues Recorded: Nov 20 2014 49 mins
    Katy Howell. CEO at immediate future
    Influential customers pack a punch when it comes to digital. They can increase your total revenue by 20-40%.

    In social, influencers play an even more significant role. They go beyond advocacy and ensure your brands travels across the networks. They save you time too – gaining reach, trust and authority that is touch to get without them.

    We’ll take a look at what makes an influential customer and then drill into the detail to uncover:

    -How to find influential customers
    -Why segmentation and profiling is essential
    -How to map customer and brand connections for better resourcing
    -And the big question: how do you bring influencers alongside your goals

    Grab sandwich and join us for a delicious lunchtime look into the influential customer
  • Survive a social media crisis Recorded: Oct 14 2014 53 mins
    Katy Howell, CEO
    Right now, Tesco is the middle of a huge crisis. Whilst wider than social media, the conversations online are fuelling the negative sentiment. They maintain the story, develop into new risks and leave a legacy that is damaging the brand. So how should an organisation like Tesco prepare for a crisis that will also play out on social media?

    Katy Howell will share her recent Westminster briefing on Surviving a Social Crisis. Taking you through:

    • The financial, brand and customer impact of a social crisis
    • The best approach to planning ahead: spotting vulnerabilities and being prepared
    • The challenge of getting your organisation aligned for online

    Questions are welcome throughout the webinar, so grab a sandwich and join us!
  • Panel Session: Death by Content Recorded: Sep 25 2014 64 mins
    John Sweeney, DemandGEN, Sebastian Zentgraf, Oracle, Katy Howell,Immediate future, Neil Stoneman, Velocity Partners
    Once upon a time there was a brand that produced high quality content, informative and entertaining that was a success amongst prospects and clients alike.

    And then came the content marketing boom. With countless brands pumping out infographics and blog posts at a rate never seen before, customers became more skeptic towards branded content. Posts remained unread, infographics never made it to LinkedIn.

    Aiming to give an insider's view on the status of the industry, this panel will look into the major developments in content marketing, the challenges marketers are currently facing, and what the future for content marketing is -- and whether there is one.
  • The social journey to B2B ROI Recorded: Sep 18 2014 56 mins
    Katy Howell, CEO, and Tom Ball, Head of digital, at immediate future
    If you want to deliver results from your social media activity then you have to think beyond just tweets and LinkedIn posts. Social media, done well will deliver leads and even sales. But it requires a well thought out programme.

    This webinar (based on successful initiatives with IBM, Motorola, SagePay and Thomson Reuters), takes you through the five essential components in delivering leads through social media. With pragmatic examples and clear processes, you will learn…


    •How to plot the path to capturing leads from the social conversation
    •What steps will sharpen your content and drive action
    •Why the cornerstone to success is a drumbeat of measurement and optimisation
  • Mothercare shares how traditional retailers can embrace social media Recorded: Jul 16 2014 55 mins
    Tom Ball, Head of digital at Immediate future, and Ryan Davies, Head of Loyalty and CRM at Mothercare
    Entertaining and razor sharp, Ryan Davies, Head of Loyalty and CRM at Mothercare, reveals the three principles to creating connected conversations in a traditional retail business.
    From e-receipts to Facebook posts at 2am, Ryan packs in plenty of real life examples; explaining how the little things can make a difference. Diving straight into the detail, Ryan tells us:
    •How connecting conversations and joining up the social media dots is a step by step process
    •Why going beyond integration and be social by design reaps greater rewards
    •Why content that is shared is content that weaves through the customer journey
    Join Ryan and immediate future to find out how traditional retailers can embrace the social, connected customer.
  • SMART SOCIAL CONTENT FOR B2B QUALIFIED LEADS Recorded: Jun 24 2014 44 mins
    Katy Howell and Tom Ball from immediate future
    Content requires investment. Brands need to see a return. And nothing is better than creating content that generates quality leads.

    Almost 60% of the purchase decision is made before a buyer talks to your company. Your customers are going online to discover how best to buy and compare companies. And 72% are using social media through the buying process. Find out how companies like IBM, IFS World, Blackberry, Festo, Eclipse Internet, Post Office, Staples Europe and Nexidia are focused on precision targeting their content. Join Katy and Tom to:

    •Develop a smarter approach to data that informs content that resonates with customers
    •Learn how to structure content across the sales pipeline
    •Put rigour in your metrics to hone your content on delivering results

    Join us in part one of our series in B2B social media: and make your content smarter at delivering leads.
  • Roundtable: Social Media ROI in Financial Services Recorded: Jun 12 2014 55 mins
    Lucy Wren, Barclay card, Katy Howell, Immediate Future, Darren Jones, Post Office, Stewart Conway, Jupiter Asset Management,
    If a few years ago social networking was only a small component of marketing strategies that served to entertain trainees more than to create value for the business, today the scenario has changed drastically. Not only social media has assumed a central role in the marketing plans, but also the pressure to prove its ROI grew exponentially.

    Join this panel of experts who will discuss the challenges that social media pose to the financial services sector, how to prove the ROI of their initiatives and the value of social networks for business.
Sharing knowledge with brands that are serious about social success
This channel is where brand marketers can uncover valuable social insight. Social expertise founded on 12 years' experience working with large, complex and often global brands.

Packed full of pragmatic advice, case studies and director level discussions, this channel sets the bar on best practice social integration. The aim is to address the brand challenges, encouraging debate on social content performance, social lead generation, tools, resourcing and gathering conversation insights.

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  • Title: The secret to social for B2B events
  • Live at: Feb 10 2015 1:00 pm
  • Presented by: Tom Ball, Head of digital at immediate future,
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