Boosting event engagement
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The document outlines 10 steps for boosting social and digital engagement for events: 1) Define the audience, 2) Prepare social media channels, 3) Set measurement criteria, 4) Choose giveaways, 5) Encourage pre-registration, 6) Share infographics, 7) Hold competitions, 8) Announce winners, 9) Engage during and after the event through Q&As, and 10) Extend the event lifetime through follow-up. The goal is to increase engagement rates by offering incentives for social sharing and networking at various stages of the event planning and execution.
Boosting event engagement
- 1. Boosting event engagement 10 steps to social and digital engagement Event Strategy from Consider
- 2. The 10 steps: 1. Define your audience/demographic 2. Prepare Social channels 3. Set measurement criteria 4. Select your giveaways 5. Pre-register 6. Share infographics 7. Competition (Gamification) 8. Announce winners & drive traffic, 10 days to go emailer 9. During & next day, Q&As 10. Extend the event lifetime
- 3. Early career Step 1. Define your audience/demographic Mid career Senior career
- 4. Objective: Start Hashtags & begin dialogue Value exchange: Follow and take part at early stages in exchange for early bird discounts, competition entries, news and prizes. Step 2. Prepare Social channels
- 5. “I like your brand online, not because I like your brand, but because I want my colleagues to think I know more than them” Social status in the business environment
- 6. Step 3. Set measurement criteria Fan growth: ● Measure the number of people “liking” your pages and hence becoming fans ● Take a note of the current likes, shares & fans now before you begin ● This can be done manually, or using a paid for service like SocialBakers Engagement rate (ER): ● Measure to what extent your fans are engaging in your posts ● Divide the number of likes, by the number of fans ● Shows the percentage of your fan base that is active Response rate (RR): ● Measure the time lapsed between posting content and getting a response ● Also measure your own time to respond to posts by your fans Most engaging content: ● Track which posts get the most engagement (tweets, infographics, video etc) ● Also measure by the four/five event themes
- 7. Gamification Increase engagement rate, through Vendors claim that gamification can lead to a 100% to 150% pickup in engagement metrics including unique views, page views, community activities, and time on site Source: M2 Research http://en.wikipedia.org/wiki/Gamification
- 8. & increasing engagement rate Prizes & competitions Source: Google Squared Program 683% Average increase in engagement rate for competitions Creating participation Top ‘shared’ content for brands: Giveaways Infographics GossipHumour Source: http://allfacebook. com/infographic- krds_b126288
- 9. Tickets to next year’s event Step 4. Select your giveaways leverage brands and experiences that your audience are already engaged with Relevant prizes Apple Watch LinkedIn premium account
- 10. Value exchange: Pre-register for 10% discount. Like, share, forward & follow for notifications of team discounts, upcoming competitions and event news Step 5. Pre-register Targeted email On and offline Advertising
- 11. Value exchange: Share / prove your knowledge to your network & develop insights to persuade potential attendees Step 6. Share infographics x 5 emails containing infographics, focusing on the event theme(s) Appeals equally to targets
- 12. Value exchange: View, and be inspired, then share to convince Bosses and offers with Team / company Step 6 contd. Testimonials (voxpops) Appeals equally to targets Video testimonials from previous attendees related to engage the prospective attendees
- 13. Value exchange: Share / prove your knowledge to your network & sign up / follow to be informed of scores Step 7. Competition (Gamification) Appeals equally to targets Competition to test attendees knowledge, based on the infographics created for Step 6.
- 14. Value exchange: Entice visitors to the microsite to see their scores. Share and promote amongst network! Step 8. Announce winners & drive traffic Appeals equally to targets
- 15. Value exchange: Set expectations, reminder and feed any final persuasive actions needed Step 8 contd. 10 days to go emailer Appeals equally to targets
- 16. Value exchange: Users get to showcase what they learned and create buzz on Twitter while activity is measured. Continued networking online. Step 9. During & next day Programme / schedule page on microsite has instant share buttons: Appeals equally to targets
- 17. Value exchange: Gain insights, create content for microsite using Storify. Encourages networking. Answers fed back online using # Step 9 contd. Q&As On twitter: Networking zones: Appeals equally to targets Place postcards to be filled in at networking zones, and picked out and answered by host of area. Tweet your questions using pre-set hashtags related to networking zones and event themes.
- 18. Value exchange: Reminder of the event and refresher of themes. Paving way for next years event. Extending buzz. Step 10. Extend the event lifetime Appeals equally to targets Follow-on emails, post event: 1. Summary of topics, knowledge and results. 2. Download/watch videos and slides from the day 3. Pre-register for 2016 event for additional discount 4. Take part in survey - tell us what you think, what have you been able to implement for your business
- 19. Quick recap on the 10 steps: 1. Define your audience/demographic 2. Prepare Social channels 3. Set measurement criteria 4. Select your giveaways 5. Pre-register 6. Share infographics 7. Competition (Gamification) 8. Announce winners & drive traffic, 10 days to go emailer 9. During & next day, Q&As 10. Extend the event lifetime
- 20. Summary of values exchanged: 1. Announced competition, and offered news, prizes etc 2. Encouraged sharing with knowledgeable, topical content 3. Provided info/graphics to support business-case to bosses 4. Offered prizes & ‘social status updates’ in exchange for data and sharing 5. Enabled networking through booths and Twitter debates 6. Gained insights through Q&A feedback + created relevant content using #’s 7. Facilitated easy feedback to network of knowledge gained 8. Created long-tail, shared content across various social networks 9. Tracked, measured and reported, increase in engagement rate, exposure etc
- 21. There’s more to a successful event than these 10 elements, of course. But they will get you a long way towards success... Learn more about our event branding, visit: considercreative.co.uk