You’ve put the time in for planning your big event and you’ve used social media to generate buzz and interest. But how do you increase engagement on social media once you’ve got people in the door? There are lots of ways to engage with prospects through social media – and continue the conversation once your event has started.

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When we attended Dreamforce, we were wowed by how Salesforce used a fully integrated marketing approach to flawlessly execute their flagship event; from their trailblazing theme to their highly informative sessions, and, of course, their wide array of exhibitors with the most innovative booth designs. For four days, Dreamforce took over the Bay Area, with networking parties, excellent examples of ambush marketing, live entertainment, and of course, their technology conference, the event itself. So, what aspect of Dreamforce had the most amount of star power and shined the brightest? The answer is: exceptional booth experiences.

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While I’m at Dreamforce, I’m recalling when I first started my job as an editor at a New York lifestyle magazine, one of the first questions that I was asked by my Editor in Chief was: do you know what guerilla marketing is? This was back in 2008 before ambush marketing was a thing, when blogs were “new,” web design was clunky, and phrases like ‘below the fold’ actually held weight. So, I poured over copies of Adweek, I bought a book on guerilla marketing, and soon, I was that annoying editor adding comments on popular blogs and articles like: “Great post, for more information on top fashion trends, read [Insert my magazine’s article].” Every time I hit the comment button, even if I was providing valuable information or a link to an article that readers might actually enjoy, I felt skeezy. Where was the line between being helpful and being self-promotional? Instead of feeling like I was using an innovative form of social networking, I felt like I was spamming the comments section. It made me wonder, is guerilla marketing for everyone? Where does good personal branding end and bad form begin?

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