Tweets over Coffee: Qualcomm’s Social Media Walls at CES

After working the show floor at the Consumer Electronics Show in Las Vegas for hours, would you say no to a free gourmet coffee? Certainly not! That’s what I thought when I came by the Qualcomm booth at this year’s CES, where they had a full-fledged coffee bar. While standing in line, I recognized several screens, leveraging feeds and aggregated content from numerous social networks, including Facebook, Twitter and Flickr. Why not send a quick tweet or write a Facebook post while standing in line and waiting for that café latte?

From Twitter to Social Media Wall

Twitter walls are a great way to reach a global audience beyond the constrained walls of an event. Qualcomm took this concept a step further by integrating several elements into a full social media wall. “Qualcomm and Digitaria sought to highlight the broader social footprint while tactically melding the unique features of the various outlets as well: visuals via Flickr, wall posts and conversation from Facebook,” said Greg Zapar, senior account strategist at Digitaria, the digital media agency behind the social media walls at the Qualcomm booth. Even better, there was an extra column for Twitter hashtag polls. This was a great way to survey booth visitors and show them real-time results. Questions were related to Qualcomm technology: “Do you use data more than voice on your phone?” was one example. Everyone at the booth was able vote yes or no via Twitter and the results were displayed in percentage on the screens. By integrating #snapdargon in their tweets, show attendees were also able to enter a contest for a chance to win a Windows 7 phone. Furthermore, touch screens invited people to have their pictures taken, select their moods or feelings, and then send the images and words for display.

How to Set-up a Social Media Wall

The social media walls at the Qualcomm booth were custom Flash applications developed by Digitaria. When implementing several platforms and elements this effort is necessary. But there are several tools out there that can be used to set-up a simple Twitter wall, ranging from free solutions like Twitterfall or fully customizable but paid offerings such as Wall of Tweets (disclaimer: in my role as a PR manager for NAVIGON, I’m a customer of Wall of Tweets). The Twitter wall pulls all tweets including a certain hashtag or keyword, so they become visible to everyone at the event, spurring conversations and reactions.

Monitoring Results

As with any social media or PR program, monitoring results is imperative in order to demonstrate the impact and reach. Metrics could for example include total tweets, re-tweets, link clicks, new followers, among other factors.  “For the social wall, Qualcomm uses a variety of tools for social measurement including Google Analytics, Radian6 and NetInsight,” explains Zapar. While Qualcomm and Digitera haven’t released any stats on their social media wall at CES yet, they are planning to do so in a forthcoming case study. Once the results become available, I will report them in a separate post.

Have you seen any other creative forms of integrating social media at events? Let me know in the comments.


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