Oracle OpenWorld Taps “Old School” Social Marketing

This weekend, Oracle OpenWorld San Francisco opens for its five-day run at Moscone Center. According to Oracle, more than 50,000 attendees from over 110 countries will visit the 2,100 sessions and 450 partner exhibits at this information technology event for Oracle technologists, customers and partners.

In this week’s post, I look at the social sharing program for this corporate event. Yes, they are using the big social nets as you would expect. They have a Facebook page with more than 16,000 likes, a Twitter page with over 12,000 followers and a LinkedIn Group with 4,800-plus members.

However, that is not what I want to highlight. What caught my attention is the traditional social sharing tactics they are employing i.e. encouraging direct peer-to-peer communications and getting people to insert “promo bugs” in their various media.

On their website, they offer two dedicated pages, one for attendees/presenters and one for exhibitors/partners, which focus on old school viral marketing. These pages include sample email subject lines and messages, an email signature and a wide range of button and banner creatives across the most common IAB formats (300×250, 160×600, 728×90) and several other sizes, as well as different messages…

I Like This
I’m Attending
I’m Exhibiting
I’m Speaking
I’m Sponsoring
Join Me
Register Now
See Me Here
See Us Here
We’re Exhibiting
We’re Sponsoring

In addition to pursuing these traditional tactics, what should also be noted are the several dozen ad variations they are offering between copy and formats. This robust package of options accommodates a wide range of use cases and increases the chance they will be used.

Don’t ignore these more basic social sharing tools as they are still effective at spreading the word, and in certain demos may actually deliver more results than the major social nets for your event.

Cristopher Levy is managing partner of Encore Media Partners. Encore is an audience strategy, marketing and media buying agency covering traditional, digital and mobile platforms, which specializes in local, national and global trade and consumer shows, exhibitions and conferences. Reach him at clevy@encoremediapartners.com.