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Why Events & Twitter Should Be BFFs For B2B Brands

Each year as the SXSW festival grows in popularity it gets harder and harder for brands to stand out, especially B2B brands. Five years ago only a handful of brands hosted special events. Most stayed confined to the Trade Show floor. Now, brands duke it out to secure prime real estate in downtown Austin for interactive experiences, entertainment and of course, food giveaways. The battle of the brands is here.
So, how can B2B brands rise to the top and still capture the attention of conference-goers?
By using a small army of digital promoters, combined with a unique event to bring the online and offline experience together for SXSW attendees.
At the 2013 SXSW Interactive festival Rackspace, the newly re-branded Open Cloud Company made a splash with prime event space and a dedicated SXSW Social Media Street Team.
This session will showcase a case study written by Twitter highlighting the successful social media presence of Rackspace, a B2B IT brand at 2013 SXSW Interactive.

Additional Supporting Materials


  1. What are best practices for aligning internal teams (including Marketing, PR, Web, Graphics, Corporate Communications, Events and external agencies) for a successful conference?
  2. How should B2b brands develop a Social Media Marketing plan, editorial content calendar, sample timelines and KPI metrics for Tweeting over the course of a conference?
  3. What are some tips for selecting and training a Social Media Street Team of brand advocates using Klout, Kred and other social indicators?
  4. What is the difference between paid versus organic Twitter content and are Twitter Ads worth the investment for B2B brands?
  5. Why should Twitter be the number one social media tool and BFF (best friend forever) at special events and conferences?



Andrea Michnik, Social Media Strategist, Rackspace

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