Automation Fair 2021 Houston, TX and Online | Nov 10-11 - Partner Social Media Toolkit
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Automation Fair 2021
Houston, TX and Online | Nov 10-11
Partner Social Media Toolkit
With your health and safety top of mind, this year’s fair will be hosted in-person in Houston, TX and
virtually. Made possible by our PartnerNetwork , we will be showcasing the value and power of our
deep domain expertise, breadth of our portfolio and unique ability to deliver results for our
customers.
We invite you to join the Automation Fair conversation on social media!
Before, during and after the virtual event, the Rockwell Automation social media team will be
monitoring content across our priority channels for opportunities to engage and boost awareness
of your participation at AF 2021.
The following toolkit provides resources to help you make the most of the Automation Fair hybrid
event.
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 2
Agenda
1 2 3 4
What’s new this How to engage Sample social Resources
year posts
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 3
What’s New This Year
What’s new for the 2021 Automation Fair event
The show floor will feature interactive demos and activities, and 100+ exhibits from Rockwell Automation and members of our
PartnerNetwork.
90+ Products & Nine industry New networking
Technology sessions forums, including opportunities
and Hands-on Labs
• Automotive and Tire • We want to provide
• Interactive, hands-on • Chemical everyone the
training sessions presented
• Emerging opportunity to interact
by Rockwell Automation, our
PartnerNetwork , and Energies/Power and with one another,
forward-thinking Energy whether they are at the
professionals. • Food and Beverage in-person event or
• Professional Development • Life Sciences participating online via
Hour credits available for the • Metals, Mining and the hybrid experience.
Product and Technology Cement
sessions. • OEM
• Available in • Oil and Gas
person and on- • Water Wastewater
demand
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 5
How to Engage
How to engage in the Automation Fair conversation on social media
1. Get to know our social pages 2. Let’s talk AF 3. Lights, camera, action!
a) Follow us on social media a) Mention us in your a) Before, during and after
a) Twitter posts, and we will the event, share your
b) Automation Fair Twitter engage – we retweet unique presence at the
c) LinkedIn
d) Facebook all mentions! fair
e) Instagram
b) Like, comment and share b) Use #ROKLive to join b) Promote your booth,
our posts promoting the the trending event your sessions, your
hybrid event hashtag feed SMEs in livestreams,
c) RSVP to the LinkedIn etc.
Event
Always link: rok.auto/AutomationFair21
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Engaging on Facebook facebook.com/rokautomation
Facebook is ideal for increasing brand awareness and audience
engagement through meaningful conversations.
The Rockwell Automation Facebook page will share company
announcements, new products and information from customer &
PartnerNetwork speakers.
Best Practices
• Content with a more casual, light tone and limited copy (approx. 80
characters) performs well.
Join the Conversation
• Like, share and comment on Automation Fair content from Rockwell
Automation
• Share high quality photos and videos from of your Automation Fair
experience.
• If you are attending virtually, high-quality screenshots, screen
recordings and impactful speaker quotes are all great content ideas.
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 8
Engaging on Twitter
@ROKAutomation
Twitter’s live, moment-in-time newsfeed makes this channel ideal for
sharing a high cadence of event-focused content. @AutomationFair
The @ROKAutomation and @AutomationFair Twitter handles will share
live virtual event coverage, including highlights from presentations,
sessions, industry forums and links to live video streams.
Best Practices
• Brief, conversational copy; 280 character limit, including link and
hashtags. Always use #ROKLive when referencing on of our live
events!
• Tag other accounts when applicable and use trending, relevant
hashtags, like #digitaltransformation, #IIoT, #oilandgas, etc.
Join the Conversation
• Showcase event participation by retweeting, commenting and liking
#ROKLive content
• Speaker quotes, short video clips from the event and session
takeaways are great content ideas – the key is to keep things concise
and eye-catching on Twitter!
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 9Engaging on LinkedIn
linkedin.com/company/rockwell-automation/
Business-focused in nature; users visit LinkedIn primarily to learn more
about companies, new innovations in industry, and network with thought
leaders.
The Rockwell Automation LinkedIn company page will share information
about new products, speakers and industry trends as well as streaming
LinkedIn LIVE videos throughout.
Best Practices
• Professional, descriptive posts with a link, image or video will perform
best
• Content that highlights industry trends like #IIoT or the #skillsgap
tends to resonate well with this audience. Use hashtags on LinkedIn to
reach a broader audience!
Join the Conversation
• Share your company’s #ROKLive experience at Automation Fair with
photos, videos and stories (a new feature on LI)!
• Learn more about LinkedIn Stories here
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 10Engaging on Instagram
@ROKAutomation
The Rockwell Automation Instagram page will share daily event takeaways
with carousel posts, videos and real-time coverage with Instagram
stories.
Instagram is ideal for sharing high quality visuals, and Stories are great for
sharing your show-floor or virtual experience step-by-step.
Best Practices
• On your Instagram feed, it’s best to post no more than 1-2 times per
day in order to maximize exposure for your content.
• Share more content in one post by using multi-photo carousels
• For Stories, post an unlimited amount, BUT note that stories that have
a clear beginning and end perform best.
Join the Conversation
• Interview your booth SMEs on Instagram Stories to entice in-person
attendees to visit, and virtual users to register for the virtual event
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 11Sample Social Posts
Event Promotion
NOTE: #ResultsAchieved is an optional,
RA branded hashtag. #ROKLive is necessary
to join the trending event feed on social media.
Adapt these social posts to your brand voice or use them as-is to promote the 2021 Automation Fair hybrid
event and bring awareness to your company’s involvement as a Partner! And of course, use these samples
as thought-starters to brainstorm more promotional content specific to your brand and expertise.
Twitter:
• Explore the power and value of IT/OT at this year’s @AutomationFair hybrid event, online and in-person in Houston, TX. Join
us #ROKLive for hands-on training, inspirational keynotes sharing #ResultsAchieved and more, register now:
rok.auto/AutomationFair21
Facebook:
• Join us and other members of the Rockwell Automation PartnerNetwork at this year’s Automation Fair to learn how you can
deliver #ResultsAchieved. Register now for the in-person event in Houston, TX or the Live Online experience:
rok.auto/AutomationFair21 #ROKLive
LinkedIn:
• Are you registered for Automation Fair 2021? Meet us there in-person in Houston, TX or in the Live Online experience to learn
about the latest products, technologies, solutions and services that can deliver #ResultsAchieved for your operations today,
tomorrow and the future. rok.auto/AutomationFair21 #ROKLive
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 13NOTE: #ResultsAchieved is an optional,
Live Event Coverage RA branded hashtag. #ROKLive is necessary
to join the trending event feed on social media.
Adapt these social posts to your brand voice or use them as-is to promote the 2021 Automation Fair hybrid
event and bring awareness to your company’s involvement as a Partner! And of course, use these samples
as thought-starters to brainstorm more promotional content specific to your brand and expertise.
Twitter:
• In-Person - We are #ROKLive at @AutomationFair 2021 in Houston, TX. Visit our subject matter experts at our booth on the show floor!
rok.auto/AutomationFair21
• Virtual - We are #ROKLive at @AutomationFair 2021. Don’t forget to register for the Live Online experience to attend keynotes, industry forums
and sessions hosted by our experts. rok.auto/AutomationFair21
Facebook:
• In-Person - Welcome to Automation Fair day 1, what’s on your agenda today? Follow along with us as we share #ResultsAchieved from the
keynotes, product & technology sessions and more! rok.auto/AutomationFair21 #ROKLive
• Virtual – Automation Fair 2021 starts today, there’s still time to join #ROKLive from the comfort of your home! Register for the Live O nline
Experience now to tune into our sessions. rok.auto/AutomationFair21
LinkedIn idea:
• In-Person Explore the power and value of IT/OT TODAY at Automation Fair 2021 in Houston, TX. Our experts are eager to network with you at our
booth and share #ResultsAchieved in our sessions. rok.auto/AutomationFair21 #ROKLive
• Virtual – Improve your expertise and skillset with Professional Development Hours from Automation Fair 2021, starting today! Register f or the
LIVE Online experience and be sure to add our sessions to your agenda. rok.auto/AutomationFair21 #ROKLive
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 14On-demand Promotion NOTE: #ROKLive is necessary
to join the trending event feed on social media.
Adapt these social posts to your brand voice or use them as-is to promote the 2021 Automation Fair hybrid
event and bring awareness to your company’s involvement as a Partner! And of course, use these samples
as thought-starters to brainstorm more promotional content specific to your brand and expertise.
Twitter:
• Did you miss the @AutomationFair 2021? Access the virtual experience on-demand now, and don’t forget to attend our
sessions! rok.auto/AutomationFair21 #ROKLive
Facebook:
• Automation Fair is now officially available on-demand! Register for access to all the sessions for a limited time, including
presentations from our experts: rok.auto/AutomationFair21 #ROKLive
LinkedIn:
• The Automation Fair week has ended, but the on-demand experience has just begun. Join us for a limited time to access
sessions on the power of #ITOT. Register now. rok.auto/AutomationFair21 #ROKLive
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 15Resources
Resources
Connect Livestreams Safety
• Register for the event at • Subscribe to our channel on We are actively planning the in-person Automation Fair
rok.auto/AutomationFair21 event in accordance with all CDC
YouTube recommendations and local health guidelines. We
• RSVP to the Automation Fair LinkedIn are working to implement the following:
• Click the bell next to “subscribe” •
Event to join exclusive expert-lead chats Enhanced cleaning and disinfecting processes
to receive push notifications throughout the venue, including public spaces,
leading up to the event
when we go LIVE exhibit hall and exhibits, and session rooms
• Browse the event FAQs • Upgraded ventilation
• Follow us on LinkedIn • Complimentary masks
• Follow us on social media – we follow back! • Sanitation stations and supplies positioned
• Our followers receive throughout the venue
• Corporate Twitter
notifications 15 minutes • Individually packaged food and beverages
• Automation Fair Twitter
before each livestream • Socially distanced seating options in session
• LinkedIn
rooms
• Facebook
• Instagram
PUBLIC | Copy right ©2019 Rockwell Automation, Inc. | 17Thank you
Olivia Striepling | Social Media Community Manager | onmobley@ra.rockwell.com
Katrina Parr | Global Social Media Lead | kmparr@ra.rockwell.com
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