How to Excel at Event Marketing with Social Media
69 likes35,186 views
1) The document provides tips on how to excel at event marketing through social media and other promotional channels. 2) It discusses challenges with getting people to respond to and attend events and how to identify what attendees want. 3) The tips include creating compelling content for different social media platforms, building a registration page, writing blog posts and press releases, and using hashtags and live updates during events.
How to Excel at Event Marketing with Social Media
- 1. How to Excel at Event Marketing
- 2. Meet today’s speakers: Heidi Tobias Maggie Georgieva Senior Manager of Distance Learning, Constant Contact Inbound Marketing Manager, HubSpot @htoby @mgieva
- 3. Challenge Image credit: Digitalnative
- 4. Top 3 challenges 1 Getting people to respond to invites 2 Getting people to pay attention to invites 3 Minimizing no shows Challenge
- 5. Agenda: 1 What do you and your attendees want? 2 Break through the noise 3 What are your promo channels? 4 Social media + events Challenge 6 Post-event activities & follow-up
- 6. WHAT DO YOU AND YOUR ATTENDEES WANT?
- 7. What do you want to accomplish? Your why for having an event determines: 1 Type and content 2 Desired result 3 How to measure ROI
- 9. Learn what attendees desire: 1 What of our past events have you attended? 2 Why do you attend events? 3 What types of events interest you? 4 What social media tools do you use? Ask the uncomfortable question about a previous event: “What didn’t you like about our last event?”
- 10. Top 3 things attendees want: 1 What is in it for me? 2 Why would I want to attend? 3 What topics/trends drive a response?
- 11. Event success Event organizers wanted: • Increase attendees to events • Update perception of chapter • Fundraise for Sidney M. Oman Cancer Center Attendees wanted: • Something interesting to do while giving back • Attending an “It” event 11
- 12. Event success What organizers achieved: • 7,800 attendees • 250 volunteers • Profit of $150,000 • Increased engagement What attendees received: • A good time and doing something good • New wines and a way to be involved • Motivation & resources for next event 12
- 14. Break through the noise 1 Create objectives for you and your attendees 2 Identify the right people and ways to promote 3 Monitor before, during & after 4 Use this info to make next event rock
- 15. Break through the noise • People new and familiar with you? • What makes them the same/ different? • Influence in networks (local and social)? Ideal Attendee
- 16. Where do they look for info?
- 17. Break through the noise 1 Create a steady stream of content 2 Stage timing to keep their interest 3 Make each post unique & compelling
- 18. Promotional Foundation Start with those who know you and love you- Email Invites! • Branding is important • 79% of respondents said they hit the "report spam" button when they don't know who the sender is.-Email Sender and Provider Coalition • Show your personality • Use a subject line & headline that captures and keeps attention • Personalize the message to 79% hit the "report each recipient spam" button when • Provide event details they don't know who the sender is.-Email Sender and Provider Coalition
- 19. Engage with Video in Today, 71% of the U.S. online audience watches video on the Email Invites internet, and the number of streams consumed should more than double by 2013 – Forrester Research 2009 Video in email can increase click- through rates by as much as three-hundred percent – Forrester Research 2009 Do your invites do more than just ask people to come?
- 20. Promotional Foundation How do you know if your invites did their job? Invitees share in Social Media
- 21. 3 weeks: 5 weeks: Reminder, speaker info & discounts Personal email invites 1 week: Don’t miss email with social media.
- 22. Use shareworthy content: -Showcase speakers and related content -Feature reviews from past events -Use the words that attendees use, not internal jargon Design for sharing and search
- 24. Eggs Flour Butter Sugar Chocolate Milk Image credit: sassyradish
- 25. Blog Email Social Media Promotion Paid Referrals Other Campaigns
- 26. Build Registration Page
- 27. What to Include on your Landing Page: 1 Compelling copy and images 2 Speaker info 3 Bullet points 4 Social media sharing links
- 28. Create a Call-to- Action
- 29. Email Community
- 31. Don‘t Forget!
- 32. Create Video
- 34. Use Ads
- 36. SOCIAL MEDIA + EVENTS= SUCCESS WHAT AND HOW IT WORKS
- 37. Social Media + Events = Success A tool is not a strategy. Strategy is about communication and conversation Clearly defined goals Leveraged networks of participants (speakers & attendees) Measurement of success Communication What will the event be Tools about? Social Networks Who will be there? YouTube Video Why is the event important? Location-based apps Conversation Email “Do not miss it!” “At this year’s event…” “Hear them speak…” Copyright © 2011 Constant Contact, Inc. 37
- 38. Social Media + Events = Success Use communications on social networks to create awareness and enthusiasm to attend
- 39. Facebook + Events= Success 1 Register right from Facebook 2 Talk with and respond to questions 3 Encourage comments and likes
- 40. Facebook+ Events = Success Consider a custom landing page to promote your event
- 41. Photos and Video Share materials Share via Mobile During Event - Live Updates Facebook
- 42. Twitter+ Events = Success Use Twitter to create a place online for conversations about the event • Create and use a #hashtag for the event • Thank each sponsor for the contribution they’ve provided. Include their handles in the tweet • Raise awareness Guess Speakers Topic & Issues addressed
- 43. Twitter + At Events= Success 1 Attendees tweet using #hashtag 2 Live feed of photos & videos 3 Add their handles to name tags Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
- 44. LinkedIn + Events = Success Join LinkedIn Groups Join Groups where the people you want to attend participate. Can’t find one? Start one and nurture the conversation. Ask questions in the group – Follow up with those who posted – Answer questions asked of you Understand your connections through InMap: http://inmaps.linkedinlabs.com/
- 45. LinkedIn + Events = Success Promote your event in your profile and on your updates Invite your LinkedIn connections Live updates from event in status updates and groups
- 46. YouTube + Events = Success Create a strong desire to attend with a video Promote your event on your website or email and include a YouTube video Guest speakers Activities Success stories Increase attendance with videos.
- 47. Mobile + Events = Success Do you have a Foursquare venue? Create a location to check in Co-marketing with local businesses? Drive traffic to each other Leave a tip or review about your event Leave a “To Do” about your event Scavenger hunt around event – Hints in tips area – Understand interests of people checking in (profile info) Location-Based Services information http://www.socialquickstarter.com
- 48. • Watch how many and who has checked in • Review comments, tips and to do’s left by attendees • Watch for instant feedback Real information in real time – Negative comments about the food – Problems with the facility How can you use mobile at the event?
- 49. Mobile + Events = Success Consider using QR Codes to keep the interaction going Direct to web-based event information Get feedback via a poll or short survey Access video content that is complementary to the event objectives Access live Twitter stream focused on event #hashtag How do I build? -http://bit.ly/ Add- .qr at end of shortened url Direct access to Facebook event QR Code information http://www.socialquickstarter.com
- 52. Post-Event Activities: 1 Archive Event Materials 2 Distribute Archives 3 Collect Feedback 4 Promote Next Event
- 53. Post-Event Activities: 1 Archive Event Materials
- 54. Archives Matter
- 55. Archives
- 56. Post-Event Activities: 2 Distribute Archives
- 57. Distribution
- 58. Post on Website
- 59. “Get all the slides, Email handouts and even Folks the Flickr stream.”
- 62. SlideShare YouTube Other Sites Flickr
- 63. Post-Event Activities: 3 Collect Feedback
- 64. Photo Credit Dunbar Gardens : Collect Insights
- 65. Launch Survey
- 66. What to Ask in a Survey: 1 Were you satisfied with the content? 2 How likely are you to come again? 3 Will you refer others? 4 What did you like or not like about the event?
- 67. Facebook Poll
- 68. Review Twitter Hashtag
- 69. Coverage
- 70. Post-Event Activities: 4 Promote Next Event
- 71. “Check out the list of Call-to-Action existing groups…”
- 72. Calendar
- 73. Save the URL
- 74. Next Steps: 1 See how event marketing works in a live tour from Constant Contact: http://conta.cc/EasyEvents 2 Learn how to leverage inbound marketing to promote your events with HubSpot: www.HubSpot.com/demo
- 75. THANK YOU
- 76. Q&A