The smarter E Europe took place for the first time in 2018 in Munich with the four parallel energy trade fairs Intersolar, ees, Power2Drive and EM Power. In the course of the redesign of the fair, Solar Promotion booked us for the social media coverage of the ees and the newly added Power2Drive. The aim was to increase awareness of the fairs on the various social media platforms and to attract new followers.
We drew up an editorial plan and reported on the fair and the conference on social media on site. To this end, we presented current trade fair highlights on Facebook, Twitter and LinkedIn, and with the #pushenergytransition campaign we gave many exhibitors the opportunity to explain in short video statements how they themselves are pushing the energy transition.
In 2019, we expanded our cooperation and began reporting on all channels three months before the start of the fair. We increased reach in advance and reached new followers by posting industry news and market trends as well as presenting the award nominees and selected conferences and forum sessions. We also created so-called sharepics with quotations from various exhibitors and placed them in the foreground. We also created new Instagram accounts for the trade fairs and filled them with content.
The subsequent analysis showed that, thanks to personalised and exciting contributions, we succeeded in increasing both the reach and the interaction rates (more likes, comments and shares) of the individual trade fair channels: in 2019, the contributions of both trade fairs reached over 60,000 people on Twitter during the trade fair week and provided 450 interactions. On LinkedIn we reached over 14,500 users and achieved 1,300 interactions. On Facebook it looked similar with 13,000 people reached and 1200 interactions. Not only was the reach significantly increased, but we also won dozens of new followers on each account.