Social Media for Event Marketing

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Information about Social Media for Event Marketing
Business & Mgmt

Published on August 24, 2012

Author: SidneyEve

Source: slideshare.net

image: Today is a good day social media event marketing a presentation by sidneyeve matrix Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.

In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010

at veys s how th surToday all event planners use it, 7 out of 10 successfully. success! well... not so much. source: 2012 survey, 111 respondents by

How do event planners use it?Mostly promotion, not conversation. 87% use social media to promote events 57% to share announcements 29% use it to increase conversations and engagement around the event 23% for branding source: 2012 survey, 111 respondents by

T challenges? opGetting and keeping attention. #1 getting people to respond to invites #2 getting them to pay attention to invites source: research by

proactive, reactive, user-generatedcontent  marketingwhat follows is a roundup of tools and ideas to stretch buzz across event envelopes

what’s the top contentthat drives marketing objectives? blogs webinars  &  virtual  events whitepapers  &  reports videos  &  UGM source:    eMarketer  and  Focus  Research,  2011

hybrid events interactive live broadcast, then available on-demand

hybrid events interactive live broadcast, then available on-demand

instant interactivity, later available on-demand

hybrid events interactive live broadcast, then available on-demand 60K views

social  publishing  for  your  whitepapers  and  reports

social  publishing  for  your  whitepapers  and  reports

social  publishing  via  QR  code

kaywa

social  publishing  via

creative  repurposing:  whitepaper  to  eyecandy branded infographics

visualnicely do ne Julia! content  curation

A  very  pinteresting  microsite  for   an  annual  corporate  meeting.  

building anticipationfor the event withpersonalized content

raising  the  visibility  of  brand  advocates personalization beyond the name badge...would this social recognition resonate with your delegates?

welcome! customizedbuilding anticipation for the event:a personalized campaign designedto stop the "summer melt"

raising the visibility of brand advocates, volunteers, interns...social contests resonate for GenY

image: A. Strakeyto create truly responsive content, we need to do some social  media  listening eavesdrop  on  brand  conversations

Build  a  listening  station

social  media  listening

realtime  feedback  :  audience generated content

realtime  feedback  :   audience generated contenttwitterfall

realtime  feedback  :  audience generated content

curating audience generated content

making the ask engagement tool

making the askextension available

making the ask Facebook polling image by: @Doug88888

polling minus thepermission creepwith  a  little  help  from  photoshop

social  media  powered  pre-­‐/  post  event  surveyscreate buzz before, gather business intelligence afterDo  you  prefer  morning  or  afternoon  sessions?How  likely  are  you  to  come  again?Which  of  these  topics  interests  you  the  most?Was  your  attendance  worthwhile?Will  you  refer  others?

ask  for  photos  from  past  eventsphotosharing

beyond                                                ...      ...  cross-­‐platform  publishing

contest microsite

incentivizing  people  to  share  event  information and  the  prize?  social  recognition

user-generated contentdrives engagement

affiliate  eople  to  share  marketing incentivizing  p event   event  information 5,334 entries

contests incentivizing  people  to  share   your  event  informationThank you Debbie Laskey for discovering/pinning these contest examples!

geo-­‐social  networking  @  events user-generated content

33% increase foot traffic 100 randomly awarded $5 or $10 gift cardsresults: increased fan base by 600,000 in 1 day

geo-­‐social  networking  @  events

ambient digital discoverability geo-­‐social  networking  @  events

geo-­‐social  networking  @  events social  seating

tools for event publicity & promotionthe socialmedia newsrelease

pitching journalists online

social media event listings

increase eventdiscoverability

social media event listings ask  speakers  to   indicate  they  are   “attending”

social  media  event  listings

ask  attendees  to  add  event  to  their   social  planners

event promotionsave  the  date integration

on the importance of mobile  email  optimization if an email received on your mobile device does not display properly, do you: 35% save it to 19% close and view on PC forget about it 49% delete immediatelysource: e-Dialog 2012 Global Research Study, 9,000 respondents

amazing  mobile-­‐optimized  free  email  templates

provide  delegates  with  a  free  app  to  access  schedule,  exhibitor  lists  &  maps enrich on-site experience and publish event info to virtual attendees

DIY mobile app development -- and its free

event promotion blogger  outreachthe exclusivity factor

the quest for influencers“Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro

the exclusivity factor

“The  Klout  for  conferences.”  ~  Techcrunch

behind  Klout...Gamification: use of game design techniques and mechanics to enhance non-game contexts achievement  badges achievement  levels leader  boards progress  bar virtual  currency

gamification  engines  for  event  promotion

gamification  for  event  promotion

gamification  of  charity  events

and one last tip: get  a  cute  spokespet well... it *is* the Internet!

image: tannakawhoabout  the  presenter  :Sidneyeve Matrix is a media professorand digital marketing trends analyst.Connect via twitter.com/sidneyeve

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