Using Social Media to Support Your Event
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The document discusses social media strategies for promoting and engaging with events. It provides an overview of FSC Interactive, an agency that specializes in social media for hospitality and tourism clients. Statistics on social media demographics and usage are presented. The main strategies discussed are setting SMART goals, understanding your audience, and choosing appropriate tactics and channels which may include Facebook, Twitter, Instagram, YouTube and email. Specific content ideas and a timeline of before, during and after the event are provided for each channel.
Using Social Media to Support Your Event
- 1. Social Media For Events
- 2. FSC Interactive • Online and Interactive Marketing Agency located in New Orleans, La. • Specializes in Social Media Strategy, Paid Search Campaigns, and SEO • Specializes in Hospitality and Tourism but works in a number of diverse industries • Clients include New Orleans Tourism Marketing Corporation, New Orleans CVB, and Loyola University
- 3. Andy Kutcher • Director of Accounts at FSC Interactive • New Orleans Native • Attended Millsaps College • Loves: My Dogs, Music Festivals, The Grateful Dead, and The Saints
- 4. Social Media Stats 45-54 year olds are the fastest-growing demographic across social sites Between 2010 and 2012, people following brands on Social Media increased 106% Facebook leads in monthly active users (1.28 billion), followed by Google+ (540 million) and Twitter (255 million) 72% of all Internet users are now active on social media 62% of consumers use social media as a customer service tool 70% of marketers have used Facebook to successfully gain new customers
- 6. Strategy • SMART Goals • Specific • Measurable • Attainable • Realistic • Time-Bound • Know Your Audience • Who are they? • How do they talk to you? • Where are they spending time? • Resources • In-house vs. Outsourced • Team size • Available time • Accountability • Tactics • Channels • Frequency
- 7. Facebook
- 8. Facebook • Average of 700 billion minutes spent on Facebook monthly • Every 20 minutes, there are 1 million links shared, 1,484,000 event invites, and 10,208,000 comments made • 23% of Facebook users check their account five or more times every day • 48% of 18- to 34-year-olds check Facebook right when they wake up
- 9. Facebook Before • Create an event • Invite your friends • Paid promotion of the event (RSVP Ads) • Connect your Page to sponsors, cohosts, etc. • Post regularly about the event and more frequently as you get closer to it • Do giveaways on your Page to increase engagement During • Post live from the event • Monitor for conversations on your page or in the event • Share photo albums • Respond to people when they engage After • Share multi-image wrap-up Post • Add any additional photo albums • Thank everyone who came and supported the event
- 11. Twitter • 500 Million Active Registered Users • 58 Million Tweets per Day • Most Frequently Used Social Network for Customer Complaints • Offers Immediacy and Instant Gratification • Broader reach and wider community
- 12. Twitter Before • Create an event-specific hashtag and start using it • Make sure you put the hashtag on everything! • Create a list of any sponsors, celebrities, attendees, etc. • Paid promotion of the event (Sponsored Tweet) • Post regularly about the event and more frequently as you get closer to it • Offer flash sales or Twitter discounts • Is this a recurring event? Share #TBT posts • Drive traffic back to website During • Post live from the event • Monitor the hashtag for conversations • Retweet people who are posting using the hashtag • Respond to people when they engage or when they ask questions about the event • Have a Twitter feed streaming people’s comments After • Share one final wrap-up image or video • Thank everyone who came and supported the event
- 14. Instagram A photo- and video-sharing social network that is largely mobile-based Quick and easy way to share visual images of your brand 200 Million monthly active users 1.6 billion Likes and 60 million photos shared every day
- 15. Instagram Before • Use the same hashtag from Twitter • Follow any sponsors, celebrities, attendees • Engage with any photos you are tagged in or using your hashtag • Post count down images • Is this a recurring event? Share #TBT posts During • Post live from the event • Create a hyperlapse of everything being set up • Monitor the hashtag for conversations • Regram people who are sharing killer images • Respond to people when they engage or when they ask questions on your images • Follow people who are sharing images • Have a live photo gallery feeding in images with the hashtag • Create a Flipagram video using your images as well as user-generated content to share on Instagram • Share a final Thank You image After
- 17. YouTube Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks Globally, online video traffic will comprise 55 percent of all consumer Internet traffic by 2016 More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching video 89 million people in the United States are going to watch 1.2 billion online videos today http://digiday.com/brands/celtra-15-must-know-stats-for-online-video/
- 18. YouTube Before • Create promo video • 2 minutes maximum • Upload video to YouTube Channel • Build out YouTube Channel • Create playlists that are appropriate for your event • Look for other videos from previous years/posters • Share video links on all other social channels • Embed video on Facebook* During • Create little snippets of video using camera • Share to Instagram in real time • Share to Vine in real time After • Create a video of this year’s event • Share it on all social networks • Upload to YouTube • Include in any Thank You messaging
- 20. Email • 35% of email recipients open email based on the subject line alone • 84% of people 18-34 use an email preview pane • People who buy products marketed through email spend 138% more than people who do not receive email offers • 44% of email recipients made at least one purchase last year based on a promotional email
- 21. Email Before • Start sending emails 4-5 months out • Have a plan for 6 months, 3 months, 2 months, and every week leading up • Write to an actual person • Test your subject lines • Segment your audience • Offer promo codes and discounts in body copy • Utilize mailing list for custom audiences on Facebook During • Send one final call for day-of (or whenever last chance for tickets is) • Multi-day event? Send recap posts each evening – create FOMO After • Send Thank You email the day the event is over • Send follow-up email if you have more information
- 22. Tools To Use • iPhone Mobile Desktop • Camera Apps can make any novice a professional photographer • Facebook Pages Manager • Twitter App • HootSuite, SproutSocial, TweetDeck, etc. • Instagram • Flipagram • Video editing apps • Facebook • Twitter • HootSuite, SproutSocial, TweetDeck, etc. • TweetWall – live Twitter stream • Photoshop • Create custom designed graphics • Pixlee or Offerpop – live photo gallery • YouTube, Vimeo • Video editing software • Email Platform • Emma, Mail Chimp, Constant Contact, etc.
- 23. Key Takeaways Before • Start early • Generate Buzz • Giveaway tickets or offer flashsales/promo codes to incentivize people to purchase • Engage with your audience • Touch points & reminders During • Create FOMO • Share the experience After • Thank people for attending • Remind attendees of the good time they had • Encourage another visit
Editor's Notes
- #3: Introduction of the FSC team/who we are