Xero is a global small-business accounting software company with more than a million customers. Social media and thought leadership play a key role in Xero’s marketing and communications to customers, partners, and investors, and the Xerocon events are the highlight of the year in each of Xero’s major country markets.
The company has used Strea.ma™ at its Xerocon series of conferences in Auckland, San Francisco, Denver, Sydney, Melbourne, and London. Described by one award winner as “Coachella for accountants”, #Xerocon has become the event of the year to attend. With Strea.ma™’s help, Xero’s conference hashtag #xerocon was the number one trending hashtag in New Zealand. And that was on the same day as the launch of the iPhone X!
Xero incorporates live social media feeds into their epic conferences with a Strea.ma display – and they go LARGE, making sure it’s an eye-catching feature.
Looking through the live stream of posts from across Twitter and Instagram, you could be forgiven for thinking you were seeing a real-time feed from a Google event, or some other Silicon Valley start-up. Nope – it’s accountants, and they are having a blast.
On the first day, their hashtag #Xerocon was used 5,220 times across 6,103 posts, with around a third of that activity in a single day. They were trending on Twitter and creating envy across Australia and NZ for every accountant that wasn’t able to attend (and frankly, most of our office!).
So what’s their secret to success? We believe it’s because Xero do a great job of (a) seeding their social media feed with their event hashtag in the lead-up, and (b) showcasing the feed in a dramatic way that attendees can’t help but see and be wowed by. The visual impact drives huge engagement which brings a buzz to the event. Delegates connect and engage not just in person, but online as they share their own highlights and meet-ups, and retweet and reply to others doing the same.
“Last week we used Strea.ma™ for Xerocon, Xero’s annual NZ Partner conference with over 800 attendees in person and thousands of partners and customers all over the world watching the event with social media. Strea.ma™ provided a live stream of social updates from the conference attendees and those watching in. It was a revolution in participation by people inside and outside of our event. Once you’ve seen Strea.ma™ you couldn’t imagine a conference without it.”– Rod Drury, founder and CEO of Xero
“I have to say Strea.ma™’s a great thing to have at a conference. People were tweeting, especially pictures, just to see themselves on telly! Even stuff like “Hi Mum #xerocon”. And people would crowd around the screens we had up in the common areas to watch the stream change and update. We were up against the new iPhone launch that day and it was awesome to see others we share that list with that day. Trending in Aus AND NZ :)”– Catherine Walker, Community Manager, Xero