The power of social to open doors in EMEA

Red Hat

Challenge
To promote and amplify the #RedHatForum event – an EMEA-wide ‘road show’ tour staged in 13 cities, across 3 continents, over 11 days – leveraging Twitter and LinkedIn to drive event registrations, increase engagement and build Red Hat’s profile in Europe.

Results)
Secured attendance of senior IT leaders/buyers in 13 cities, generating quality leads
Our social pre-publicity activity resulted in high-level attendance from the target audience of business leaders and architects; many events were 100% oversubscribed. Our social media strategy was designed to engage both delegates and the wider non-attending audience. #RedHatForum achieved an average reach of 45,500 and 140,000 impressions for each event day.
During an eight-week period, Red Hat saw a 20% increase in Twitter followers and 370 new LinkedIn followers – an impressive result as this campaign was organic activity only.
The business impact: More than 700 IT decision makers attended the events; 30% of whom were engaged via our social media campaign.

How
We devised the theme “Celebrating 15 Years of Red Hat Training” to provide the hook for our key ‘join the elite’ message, showcasing the benefits of earning Red Hat’s prestigious Open Source accreditation. The message also made it possible to facilitate direct connections between senior Red Hat sales and engineering professionals and customers.
To unify the Red Hat EMEA and local market Twitter pages, we created a robust content strategy with event calendars for Twitter and LinkedIn for each city’s event. From showcasing key speakers with Twitter handles and LinkedIn profiles to running Twitter comps – we generated a big buzz, and all activity was amplified via dynamic live reporting.