The answer to that question is a mix of positives and negatives.
The team behind the show’s own social media activity did a superb job – the best yet, in fact. As well as a good stream of planned content before, during, and after the event, they were really on the ball with liking and sharing/retweeting posts from exhibitors and visitors.
It was also encouraging to see the ‘Social Hub’ in Hall 4 being promoted as a show feature:
“Meet your favourite MotoVloggers, bloggers and influencers at this year’s Motorcycle Live! The Social Hub… will play host to different social media personalities every day, giving show visitors the chance to meet them face-to-face and chat about all things two wheeled.”
If you’re still unconvinced about the popularity and relevance of Twitter as a channel for marketing communication, take a spin through all the activity tagged with the #MotorcycleLive hashtag.
Here’s Stuart Smith, founder and CEO of @TagAcam, with a quick introduction @motorcyclelive to how the app and smartbutton help motorcyclists ride safer by being more aware of road hazards #tagacam #motorcyclelive pic.twitter.com/uzCEzHYAnl
— The Full Chat Agency (@fullchatagency) November 20, 2018
Given they had what was widely regarded as the best stand at the show, with a replica Spitfire as its attention-grabbing feature, you might have thought CCM would be on that stand-out list as well. There was no lack of social media activity on their part, but not a single one of their tweets included the show hashtag and their sharing of visitor posts was limited. They’re not alone in having missed those tricks.
Great marketing effort by @CCMMotorcycle at #motorcyclelive combining a Spitfire replica with the limited edition @carlfogarty model bike. Justifiably one of the biggest talking points of the show. pic.twitter.com/uJWAFh8RoU
— The Full Chat Agency (@fullchatagency) November 17, 2018
Harley-Davidson and Piaggio were inviting visitors to take selfies and tag them on social media. There was more of this kind of thing in 2017, and a notable absence of originality this year.
The official show guide once again provided a sad indictment of where social media fits within the motorcycle industry’s psyche. In the A-Z listing of exhibitors, which they’re not charged any extra to appear in, 30% didn’t include their Facebook address, 48% their Twitter ID, and 67% their Instagram. All the exhibitors at this year’s show have at least one of those channels.
— Motorcycle Live (@motorcyclelive) November 25, 2018