How To Excel At Event Marketing...With Social Media
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This document outlines strategies for excelling in event marketing, focusing on understanding attendee desires and overcoming common challenges such as gaining responses to invites and reducing no-shows. It emphasizes the importance of effective communication, utilizing social media for promotion, and assessing success through attendee engagement and feedback. Additionally, it provides steps for post-event activities to ensure ongoing communication and improvement for future events.
How To Excel At Event Marketing...With Social Media
- 1. How to Excel at Event Marketing
- 2. Housekeeping notes Slides & recording will be sent after the 1 webinar Interact with us using the Questions pane 2 here or on Twitter 3 Twitter hashtag: #SocialEvents 4 Have fun!
- 3. Meet today‟s speakers: Heidi Tobias Maggie Georgieva Senior Manager of Distance Learning, Constant Contact Inbound Marketing Manager, HubSpot @htoby @mgieva
- 4. Challenge Image credit: Digitalnative
- 5. Top 3 challenges 1 Getting people to respond to invites 2 Getting people to pay attention to invites 3 Minimizing no shows Challenge
- 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 Stage timing to keep their 2 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. 5 weeks: 3 weeks: Reminder feat. spea Personal email invites info & discounts 3 weeks: 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
- 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 Live Updates During Event - 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? What did you like or not like 4 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- existing groups…” Action
- 72. Calendar
- 73. Save the URL
- 74. See how Constant Contact Event Marketing 1 works http://conta.cc/EasyEvents Follow on Twitter @ctctevent http://www.facebook.com/ctcteventmarketing 2 Learn how to leverage inbound marketing to promote your events with HubSpot: www.HubSpot.com/demo
- 75. THANK YOU
- 76. Q&A
Editor's Notes
- #5: The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
- #6: The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
- #8: Determine the ultimate purpose of the event and why are you hostingEstablish/increase customer loyalty? Attract new customers/followers? Increase sales or leads?The what determines why and how of the event:Type of event Right contentAction do you want from attendeesHow to measure event’s Return on Investment
- #9: Are you not sure? Listen and Ask! Listen to learn what the audience you want considers valuableEngage in conversations in social mediaRead their blogs and the ones they readListen for what topics are popularAsk for information you are missingShort surveyFacebook QuestionAsk interested people via TwitterAsk the uncomfortable question about a previous event:“What didn’t you like about our last event?”
- #11: What is in it for me? The tangible benefit for spending my time/moneyWhat motivates attendee participation?Learn something that makes a impactNetworkingMaking a differenceCreate a Top 3 attendee take-away listAfter this event you will……IncludeTopics/trends they are passionate about from your listeningContent driven from responses to questions
- #15: Create objectives for your event Your objectiveAttendee objectiveIdentify the right people and ways to promote your eventMonitor the sentiment of about your event before, during and after the eventUse this information to make your next event rock
- #16: People new and familiar with youWhat makes them the same/different?Demographic, Psychographic, Industry, GeographyInfluence in networks (local and social)
- #17: Where do they look for information about events?Search Engines- their words not yoursSocial Media charged “Word of Mouth”Local calendar listings, local media outlets (wickedlocal.com, craigslist.org)List in your own event calendar on your siteInvites shared by friends
- #18: Plan what to say, when and whereYou want to create a steady stream of content that people will consume and share on and across their social networksEach post should be unique, compelling and offer value in attendees’ eyesMany great things about your event so, stagger your promotional contentMap your promotional path making your event as the end destination
- #20: Do your invites do more than ask people to come?Engage with videoIncrease interestImprove attendance
- #21: Expand reach through social mediaLeverage tools for readers and yourself to share!Customize the message for each site Include an image Unique message for Facebook, Twitter and LinkedIn Ask those you email to share. Start the buzz!
- #22: Sending Save the Dates and RemindersHow many days/hours of notice and registration time do they need?5-6 weeks before the event: personalized invite “announcement”3 weeks before: Send email “reminder”Include new offer/special discountsFeature any special guests who are attending2 days before: Send final “don’t miss” email with date/time/locationTipsEngage with videoIncrease interestImprove attendance
- #23: Built-in Promotions with social media and Search Engine OptimizationHelp your event be found in online searches by using keywordsTalk About ContentList the sessions offered/AgendaLink to guest speaker bios, websites, book reviews Showcase new products or servicesEnable InteractionMore people who are engaging the more the search engines will find you.Feature testimonials of former attendees Create and update a “What’s New” sectionDisplay pictures from past events or featured speakersProvide contact information and best way to connectTips:-Keep your branding consistent-Make the page easy to share and be found in Social Media-Use the words that attendees use, not internal jargon
- #25: All ingredients matter in order to accomplish something delicious.
- #26: It is the same way in marketing. All marketing channels play a role in the effective promotion of an offer.
- #27: Everything you need is already in hubspot
- #29: Everything you need is already in hubspot
- #30: So you will start with having a solid offer and the landing page for that offer.
- #31: So you will start with having a solid offer and the landing page for that offer.
- #32: So you will start with having a solid offer and the landing page for that offer.
- #33: So you will start with having a solid offer and the landing page for that offer.
- #35: Everything you need is already in hubspot
- #36: So you will start with having a solid offer and the landing page for that offer.
- #38: A promotional social media strategy containsClearly defined goalsLeverage networks of participants (speakers & attendees)Measurement of success Remember that a tool is not a strategy; Strategy is about the communication and the conversation.
- #40: Promote your event details on Facebook as well as your event homepage.Register attendees from your Facebook page anytime. Talk with registrants on Facebook – let them comment or “like” your posts.Share the details of your event on Facebook and respond to questions.
- #42: During the eventUse live updates to mention booth contests, fun activities and share picturesIn each post, share any links or materials of the guest speakersInclude pictures of any guest speakers or attendeesEncourage attendees to share or comment during the event on Facebook via mobile
- #43: Create a #hashtag for the eventThank each sponsor for the contribution they’ve provided.Include their handles in the tweet Use updates to: Create awareness of guest speakers Incorporate links to their siteAnnounce who’s attending and include their Twitter handleTweet information about topics that will be discussed
- #44: During the eventEncourage attendees to tweet about what they are experiencing during the event – use event #hashtagPeople who are interested but not there can follow theTwitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like TwitpicAdd Twitter handles to name tags (as appropriate)As of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review”Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
- #45: Join LinkedIn GroupsWhat Groups should you be in? Join Groups where your potential attendees areMembersIndustryTopicIf no group exists, consider creating a LinkedIn Group and start the conversationBe active in the group, do not just use it for event promotionAsk questions in the groupFollow up with those who postedAnswer questions asked of you
- #46: Promote your event in your profile and on your updatesInclude a link to the event websiteProve the value of attending by sharing information about event topics and speakers. Invite your connections in LinkedInProvide the event #hashtag and Twitter handles of guest speakers.Understand your connections through InMap:http://inmaps.linkedinlabs.com/Post event notification inside of LinkedIn Groups you’re active inProvide information to attend and other content related to event
- #49: Watch how many and who has checked inKnow when the people you want to connect with have arrivedWatch the comments, tips and to do’s left by attendees Gain a clear understanding of what popular/trending in your eventWatch for instant feedbackNegative comments about the foodProblems with the facility
- #52: That offer can keep nurturing your existing prospects and converting new leads for you. It keeps feeding educational resources to whoever is searching for them.
- #62: Share images and videos from the event.Ask people to tag themselves “are you in our photo album?”
- #66: Launch a survey
- #68: Include a link to a post-event poll or use Facebook
- #69: Review the comments via Twitter about your event by searching under the event #hashtag.
- #70: Set up Google alerts and collect the reviews and posts published about the event
- #74: SEO authority that you have accumulated from using a website URL.As David Meerman Scott notes, "the search engine optimization of doing some of these things helps out really well for promoting next year's conference."