let's get social! marketing events via social media

LET’S GET SOCIAL!How to Market Events using Social Media

Homer “Homerun” NieveraDigital Marketer | Revenue Strategist | Tech Entrepreneur

HOMER “HOMERUN” NIEVERA• Serial digital entrepreneur, strategist, tech visionary.• Flips tech businesses and create strategies that up revenues

and valuations of companies. • Flipped both Friendster and Multiply as head of global revenue

strategy -- the only Filipino to hold such important global posts for US and Silicon Valley-type firms.

• Heads 2 venture development companies in the Philippines.• Manages his startup blog Negosentro.com and is the publisher

of FoodFindsAsia.com, a magazine-styled blog for the food business industry in the Philippines.

• Set to launch a Free Education site and an Events booking site

THE INEXPENSIVE MEDIUM

Internet and digital technology now make it easy to get the word out about your event.

EVERYTHING STARTS WITH GOALS

•Priority: butts in the seats.•Is this your first event?•How was the last one?•Need more buzz?•Need more sponsors?•Logistics?

TARGET AUDIENCE

•Who do you want at your event?•Who are these people?•Where can they be found?•What will they learn?•Why is it worth their time?

MARKETING TO YOUR AUDIENCE

•Where will you announce the event?•Make it easy for them to register and get there•Let them know early•Let them know last minute

URGENCY SELLS

•Limited seats•24 hours left

POPULAR SOCIAL MEDIA OUTLETS

•Twitter•Facebook•Instagram•Linkedin•Vine

SOCIAL MEDIA TOOLS•Posts/Shares•Videos•Blogs/Articles•Cross-postings with traditional media (TV, Radio, Print, Outdoor)•Paid: Ads/Promoted Tweets

THE ROLE OF SOCIAL MEDIA

•Pre-event•During the event•Post-event

THE ROLE OF SOCIAL MEDIA

•Pre-event•During the event•Post-event

PRE-EVENT SOCIAL MEDIA

• Creating buzz • Shareability = Virality• Bookings

SOCIAL MEDIA IN ACTION1.Capture awareness2.Nurture interest3.Convert prospects4.Increase word-of-mouth shares

CAPTURE AWARENESSAudience becomes aware of the campaign.

• Boosted posts/Event ads on FB• Post engagement ads on FB• Twitter, Instagram and Linkedin

posts• Blog posts• Vine video

FACEBOOK EVENT PAGE

MEET & TWEET WITH BLOGGERS/PRESS

CAPTURE AWARENESS

CAPTURE AWARENESS

About Shortstack• Build an FB app to capture data• Free [$25/mo. - lowest package]• Nearly 80 custom templates

USE FACEBOOK APPS

CASE STUDY: CINEMARK• 1.2M Fans• 7.9M Visits• Primary

medium: Facebook

NURTURE INTEREST

Keep your audience hooked• Email marketing – auto-responders

from opt-ins or sign-ups (not yet registered for the event)

• You may use Facebook Ads via “Email Custom Audience”

• FB shows boosted posts or event ads culled from an email list or any data you feed FB with.

NURTURE INTEREST1. Export the email list or segment from your current donor database, EMS or CRM and save it to your hard drive. You only need a single column (CSV or TXT) of emails. No other data is required (you can even remove the header row).2. Select the Facebook page post you want specific email subscribers to see and click Boost.3. In the pop-up, click Advanced Options. You will be redirected to Facebook’s Advanced Advertising Tool.4. Scroll down to the Audience section and click Create Custom Audiences.5. In the pop-up, click Data File Custom Audience.6. Give your list a name and a short description, select I Agree to the Facebook Custom Audiences Terms and click Create Audience.7. Complete your ad by selecting your email custom audience, your ad run dates and budget.

7 Steps to create a Facebook email custom audience:

CONVERT YOUR AUDIENCE

Audience signs up• Sign-up page on your site or an

event site• Event information is delivered• Twitter, Instagram and Linkedin

posts carry a sign-up link• FB has “Website Custom

Audiences” which you can use to retarget those who visited your website

RETARGETING

RETARGETING• For more details, go to an article by Jon Loomer on “How to Use Facebook Website Custom Audiences.”

http://www.socialmediaexaminer.com/facebook-website-custom-audiences/

INCREASE W-O-M SHARESEvent Participant Shares-away your content/invite

• You simply ask them to share or report or retweet your event via Twitter, Instagram and Linkedin where posts/tweets carry a sign-up link.

• FB has “Website Custom Audiences” which you can use to retarget those who visited your website

INCREASE W-O-M SHARES

Using Paid WCA for Sharing• Create another website custom

audience — this time from people who have reached the thank-you page of your website after registering for your event.

• Next, create an unpublished (or dark) post encouraging registrants to invite their friends to the event and retarget the post to your new custom audience (your registrants).

THE ROLE OF SOCIAL MEDIA

•Pre-event•During the event•Post-event

ON-EVENT SOCIAL MEDIA[TWITTER AND INSTAGRAM]

•Q&A•Entertainment•Comments•Contests

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IT’S ALL ABOUT ENGAGEMENT!

On-Event Social Media

TWITTER BADGESTwitter ID #Hashtag

LIVE SOCIAL FEEDS

LIVE SOCIAL FEEDS

Using Twitter and Instagram as live social feed tools

LIVE TWITTER WALL

LIVE TWITTER WALL

The importance of #HASHTAGS

LIVE INSTA-PRINTS

4 REASONS TO LIVE TWEET

#1Engagement

– Be social. Start a conversation.

4 REASONS TO LIVE TWEET

#2 Promotion

– Promote your company, personal brand, initiatives, or advocacies.

4 REASONS TO LIVE TWEET

#3 Creativity

– It’s a way to shake your social media content up a little. It also demonstrates that you are able to think outside the box and try new and innovative things when it comes to your social media strategy.

4 REASONS TO LIVE TWEET

#4 Community

– Live-tweeting is all about connecting – with your community, with your followers, with non-followers and with parallel companies, colleagues and professionals. It’s all about social connections.

POST-EVENT SOCIAL MEDIA

•Feedback•PR (post-release)•Promote next events

PROPER SOCIAL MEDIA ETIQUETTE

TWITTER ETIQUETTE

TWITTER ETIQUETTE

Don’t automatically direct message people that follow you.• If you want to connect with people that follow you, do so by sending them a relevant, engaging tweet to start off a real conversation.

TWITTER ETIQUETTE

Don’t over-hashtag your tweet.•Use hashtags to help your followers join in a larger discussion or allow potential followers to find content they would enjoy. • If a hashtag is relevant and trending, take advantage of it. If not, stick to one or two that best showcase your brand.

TWITTER ETIQUETTE

Don’t hijack another company's hashtag.•Use your creativity to come up with your own original hashtags that support your brand and message. • If you do want to engage with another company's hashtag because it's relevant to your business, be sure to add value rather than send spam tweets.

TWITTER ETIQUETTE

Don’t hijack another company's hashtag.•Use your creativity to come up with your own original hashtags that support your brand and message. • If you do want to engage with another company's hashtag because it's relevant to your business, be sure to add value rather than send spam tweets.

TWITTER ETIQUETTE

Don’t use tricks or bots to get more followers.• Instead of manipulating people, crank up your compelling content and be proud that those that follow you have voluntarily chosen to do so. • Twitter followers who will take action on your content are much more valuable to your business's bottom line.

TWITTER ETIQUETTE

Don’t stuff your tweets with keywords.• It's okay to use some keywords when tweeting -- you're trying to promote certain concepts and topics that align with your brand, after all -- but always be sure you sound human.

FACEBOOK ETIQUETTE

FACEBOOK ETIQUETTE

Don’t Like your own post.• If you keep the content on your page valuable, relevant, and interesting for your audience, the Likes will come. Patience, grasshopper.

FACEBOOK ETIQUETTE

Don’t ignore legitimate questions and comments.•Talk back and take note of what your fans are saying. They’ll provide you with invaluable insight -- for free.

FACEBOOK ETIQUETTE

Don’t post or tag photos of fans, customers, or employees without permission.•Better to be safe than sorry. A quick ask for permission -- and an explanation of why -- will go a long way.

FACEBOOK ETIQUETTE

Don’t post or tag photos of fans, customers, or employees without permission.•Better to be safe than sorry. A quick ask for permission -- and an explanation of why -- will go a long way.

FACEBOOK ETIQUETTE

Don’t ask for Likes for no reason.• Beyond asking for Likes, you can grow your posts' engagement by always asking yourself, “What about this will encourage my fans to engage?” Identifying which elements of the post drive engagement and then replicating your efforts is key to growing your Facebook presence.

LINKEDIN ETIQUETTE

LINKEDIN ETIQUETTE

Don’t join groups and immediately start selling yourself.• Sprinkle in some conversation, add in a dash of relevant content, and you’ve got a recipe for success.

LINKEDIN ETIQUETTE

Don’t ignore the more professional tone of the network.• Stick to posts on your business page about product updates, industry-specific news and thought leadership discussions -- no need to publish photos from your latest company party.

LINKEDIN ETIQUETTE

Don’t pester for recommendations.• If you want recommendations, start with customers or professional peers who have used and know your company. This will keep your authenticity intact while still allowing you to bask in the love. 

QUESTIONS?

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WHAT YOU BELIEVE,YOU BECOME.

www.homernievera.com