InfoPrint Solutions
Calling All Global Media...It's Time to Get Social

InfoPrint Solutions, a Ricoh company, is a leading provider of digital output solutions for high-volume, complex operations.  Within this very tightly-knit industry, each company is looking to stand out.  With this in mind, InfoPrint Solutions and Breakaway Communications strategized to identify approaches that would most effectively tell the InfoPrint Solutions story around the industry’s biggest tradeshow of the year in the US, Graph Expo.  Together we concluded that to shine the brightest, we must rule the world of social media.

Our Strategy:

Breakaway worked with the InfoPrint Solutions team to develop strategic programs that would enable us to dominate the social media conversation prior to, during and following Graph Expo.

The Methodology:

  • Virtual Press Conference - Used live, web-based technology to conduct a Virtual Media and Analyst Day prior to the show to announce our news and give reporters, analysts and bloggers ample time to develop their stories.  This allowed us to secure larger story opportunities instead of a line or two in an industry round-up.
  • Video Blogging - We scheduled time during the show for executives to discuss on video what they were seeing on the show floor and why it mattered.  In total, we shot and made available12 videos.
  • Dedicated Tweeting – Event tweeting only works successfully if someone is dedicated to the job.  We realized this going into Graph Expo and assigned a team member to “own” Twitter all day, every day of the show.
  • Internal and external blogging - We worked with executives to craft blog posts – complete with images – that were posted on both our internal and external sites.  This gave us the opportunity to update customers, partners, journalists, analysts, potential customers, co-workers, industry pundits, and others on what was happening at the show nearly instantaneously.
  • Facebook updates - A team member managed all of the Facebook updating.  She kept a keen eye on our tweets and blog posts to ensure that all messaging and updates were coordinated for our Facebook audience.

The Results:

Our InfoPrint Solutions social media strategy was a success from every point of view.  The high points include:

  • We have secured more than 600 articles about our GraphExpo news
  • Virtual Media and Analyst Day saw nearly 50 attendees from around the world
  • Onsite interviews at the show exceeded 20 top-tier targets
  • We received more than 600 views of our video blogs to date
  • Saw 30 retweets of our tweets from the show
  • Using the #graphexpo hash tag, InfoPrint Solutions appeared on Twitter more than two to one over the competition
  • At least two articles in the Show Daily each day were dedicated to InfoPrint Solutions

Coverage Highlights:

  • “Print world can tap social media: InfoPrint Solutions” – IDG News
  • “Study: Insurance Marketers Missing Opportunities” – Marketing Daily
  • “Enhanced Workflow Offering Enables New Routes to Cost Savings and Increased Revenue” – Show Daily



Back to Case Studies