social media strategies for event marketing
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Social Media Strategies For Event Marketing
Events bring social media to life.
October 2011
Copyright 2011 Fandom Marketing @FandomMarketing
Social Media 411An overview.
Copyright 2011 Fandom Marketing @FandomMarketing
Over 51.6% of U.S. internet users are on social networks, that’s
109.2 million people(eMarketer April 2010)
Fast FactCopyright 2011 Fandom Marketing @FandomMarketing
Social Networking By The Numbers
500 million active users
100 million members
100 million active users
Sources: Facebook http://www.facebook.com/press/info.php?statistics, MySpace http://www.myspace.com/pressroom?url=/fact+sheet/, LinkedIn Feb 2010 http://en.wikipedia.org/wiki/LinkedIn, Twitter Jan 2010 http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/
YouTube is the #2 search engine in the world (only Google itself gets more searches!)-Comscore
Social communications are becoming a must for lead gen.
Copyright 2011 Fandom Marketing @FandomMarketing
Social + Business + BusinessDoes LinkedIn come to mind?
Copyright 2011 Fandom Marketing @FandomMarketing
Business professionals are using more than LinkedIn to get the job done.
Copyright 2011 Fandom Marketing @FandomMarketing
Social Event MarketingMaking A Splash: Pushing Your Events Into the Social Stream
#event
Types Of Events
Socializing Educational
Tweet-ups/meet-ups Organizations/Clubs
User groups Promotions
Company meetings/Retreats Fundraising
Conferences Seminars
Webinars Workshops
Speakers/Panels Corporate training
B2B B2C User Generated Non-Profit
Copyright 2011 Fandom Marketing @FandomMarketing
All Events Are Like A BrontosaurusCopyright 2011 Fandom Marketing @FandomMarketing
Three Phases Of An Event & Event Promotion
Pre-Event (The Head)
Different Tactics and Strategies for Each Phase
The Event (The Body)
Post-Event (The Tail)
Copyright 2011 Fandom Marketing @FandomMarketing
StatsSource: Fascinating Event Marketing Stats, Hubspot Oct 2011
Copyright 2011 Fandom Marketing @FandomMarketing
Builds Audience & Buzz (word of mouth)
Traditional Event
Social Marketed Event
Attendee Social Networking
Live Streaming
Social Sharing
Influencer Outreach
Website
40% use social media for event marketing.(Hubspot 2011)
+
Copyright 2011 Fandom Marketing @FandomMarketing
• Promotions Spread word of mouth through giveaways, discounts, and outreach.
• Share With A Friend Make it easy to share. Give people the tools they need to spread the word.
• Long Tail Communications The longer the timeline, the more promotional opportunities.
• Content Builds Excitement Make it worth sharing.
Pre-Event PromotionCopyright 2011 Fandom Marketing @FandomMarketing
(I may get sued by Apple...)
Use the iBatTM to hit a home run
Pre-Event PromotionCopyright 2011 Fandom Marketing @FandomMarketing
The iBat Approach
Pre-Event Promotion
Influencers Benefits
Audience Technology
Copyright 2011 Fandom Marketing @FandomMarketing
Influencers = Local personalities, weblebrities, celebs, topic leaders with an engaged online audience
• Partner with influencers to promote your event.• Elite influencers both know and attract lots of
people. Some even charge money. It may be worth it to pay them to attend and you can exploit them attending.
• Offer benefits such as an exclusive discount to their audience, or free passes to use and giveaway.
• Give them press member treatment.• Find and reach out via social networking to
• Those with similar interests that may want to attend.• Influencers in the same audience as your event.• Brands who will sponsor or cross promote your event.
Pre-Event Promotion
Tips:
Social PR in the form of influencer
outreach on Twitter and blogs
Copyright 2011 Fandom Marketing @FandomMarketing
Twitter rocks.
You can reach influencers and venues, or those that represent them, via Twitter directly, quickly, and easily.
Pre-Event PromotionCopyright 2011 Fandom Marketing @FandomMarketing
Drive the benefit.
A short list of example benefits:• Promote topic interest.• Showcase and feature attendees. People want to
attend events their peers are attending.• Showcase speakers and event celebrities. People
want to network IRL and rub shoulders with leaders in their industry.
• Delicious food, free alcohol, fun! • Reward word of mouth using promotions and
giveaways. Use sharing as a chance to win or gain benefits.
Pre-Event Promotion
Tips:
Showcase people.
Ditch contest forms for sharing
promotions.
Copyright 2011 Fandom Marketing @FandomMarketing
Who’s your Audience?
Be where your audience is. Use social platforms they already use for outreach and communications.
Advertise and promote in these places. Have and host conversations leading up to the event. Give exhibitors the tools they need to promote the
event in their social networks.
Pre-Event Promotion
Tips:
Be where your audience is.
Leverage exhibitors’ social
networks.
Copyright 2011 Fandom Marketing @FandomMarketing
Pre-Event Promotion
Enable word of mouth with technology.
Make your event invite social:◦ Use an RSVP platform that contains social networking and
sharing features. (Meetup.com, Facebook Public Event, Twtvite, Tweetvite, Eventbright).
◦ Shows attendees names, social handle, and faces.◦ Pre-event social networking and discussion (#yourevent).
Get found:◦ Lanyrd.com social event directory and industry websites.
What’s your communications plan?◦ Promote the event through existing brand social
channels, e.g. Twitter Facebook page and/or group LinkedIn profile, group Blog post Email list Etc.
Tips:
Showcase people.
Ditch contest forms for sharing
promotions.
Have a single #hashtag.
Copyright 2011 Fandom Marketing @FandomMarketing
Eventbrite RSVP
Social Integration Sharing Audience Building
Copyright 2011 Fandom Marketing @FandomMarketing
Twtvite RSVP Copyright 2011 Fandom Marketing @FandomMarketing
The Event
#realtime
Copyright 2011 Fandom Marketing @FandomMarketing
What do people want to do in real time?
• Track live event information and news.• Share the good times: What's the #Hashtag? Ensure it’s
on event signage, presentations and tweets• Check-In: Foursquare, Facebook, Yelp, Whrrl
• Live stream, video, tweet and blog.• Share photos & videos, post on Facebook, Posterous,
Flickr, Tumblr, Instagram.• Network IRL combined with social networking.• Get featured.• Increase sharing exponentially using a Minglestream
tweetwall or some form of display.
The Event
Tips:
Live stream.
Provide real time information.
Focus on conversation.
Copyright 2011 Fandom Marketing @FandomMarketing
Minglestream example –USTREAM live video • Foursquare Check-ins• Twitter photos• Conversations• #hashtag tweets
Placement:• Lobby to welcome
attendees• Hashtag specific streams
in sessions (keynote)• Projected on a big wall in
the middle of the action
Other: Smartphone apps with built in streaming.
Multi-Media Event Live StreamingCopyright 2011 Fandom Marketing @FandomMarketing
Post Event
#longtail
Copyright 2011 Fandom Marketing @FandomMarketing
The long tail, follow-up, and information archiving and distribution.
Wrap up articles covering the event. Distribute presentations on Slideshare and blogs. Immediately compile photo albums, Animoto.com
video of photos, use in future promotional efforts. LOL all those awesome photos are now tagged on
Facebook. Gather interest list for next event or early sign-ups. Ask for feedback. Measure and benchmark success. Leverage the event for as long as possible... a long tail
is very powerful.
Post Event Wrap
Tips:
Share presentations.
Wrap up blog post.
Distribute event content, photos
and videos.
Copyright 2011 Fandom Marketing @FandomMarketing
Corporate and Small Group Events
Same tactics apply, sometimes on a smaller scale. Companies often prefer or warrant closed vs. public
communication tools.◦ Check out Yammer.◦ Closed Facebook or LinkedIn Group.◦ Private Facebook invite.
Business people share social contacts – LinkedIn, Twitter follows, etc.◦ Leave space on the name tag for a Twitter handle or URL.◦ Provide ‘badges’ to customize name tags with e.g. blogger,
marketer, or personality traits. Post event photos can be publicly or privately shared
in Facebook, Flickr, or via email.
Tips:
Promotions to scale.
Enable peer to peer social
networking.
Use social platforms in a
targeted fashion.
Copyright 2011 Fandom Marketing @FandomMarketing
Events bring social media to life.
Put the Social in Social MediaCopyright 2011 Fandom Marketing @FandomMarketing
Let’s connect
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@melonie
@fandommarketing
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Melonie on LinkedIn:
www.linkedin.com/in/meloniegallegos
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http://www.linkedin.com/company/fandom-marketing
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