how to leverage social media throughout your event life cycle
DESCRIPTION
Learn the value of using social media during all of the phases of your event. Take away specific how-to’s that will include social media strategies and tools. Understand the resources you will need and how to add value to your event community.TRANSCRIPT
How to Leverage Social Media Throughout Your Event Life Cycle
Hosted by EventRebelsAnne Sigman, Pacer Consulting
What Social Media Can Do
• Promote your event to a wider audience• Increase event sponsorship• Discover member preferences• Create excitement and broaden participation• Add authenticity via “real” interaction• Establish your authority in your field• Extend the value of your event before and
after
Website Centralizes
Content: Blogs, Newsletters,
Events, Campaigns, Articles, etc.
Organization: Facebook Page, LinkedIn Group,
People: Facebook, LinkedIn,
Twitter, EmailPromotePromote
Social Media Basics
Organization FB Page
Organization Twitter Page
Organization LinkedIn Page
Management Tool
TIME!
Questions to Ask
• What do you want to achieve?• What are you going to say?• Who is going to own social media activity?• How are you going to handle criticism?• Are you prepared to invest the time?• How are you going to manage it?• How are you going to define success?
Social Media Planning
• Audience• Social Networks• Content• Sharing • Engagement• Management• Measurement
Social Media Planning
• Hashtags– Simple, short, memorable – most obvious is best– Use on all event materials
• Web pages• Social pages• Event materials: badges, slides, posters, brochures
– Choose a few other related hashtags to use• Tools– Content, monitoring, engagement, measurement
• Mobile App?• Paid Promotions?
Social Media Tools
Awareness•Radian 6•SproutSocial•Crimson Hexagon
Social Channel Management (Passive)•Hootsuite•Sendible•SproutSocial•Sprinklr•Shoutlet•Spredfast
Active Engagement•Buddy Media•CrowdTwist•Influitive•Zuberance•SocialToaster
Locations•Foursquare / Swarm•Facebook Places•Instagram
Lifecycle
Planning
Promotion
Execution
Follow Up
Planning
“I use social media as an idea generator, trend mapper and strategic compass ...”
- Paul Barron, CEO Foodable
Planning
• Use social media to: – Investigate audience preferences• Choose hashtags for topics of interest• Post to social channels and ask questions• Follow and measure conversations around these topics
– Determine sponsor preferences• Follow potential sponsors on social networks• Engage in conversations with sponsors to grow visibility
– Announce news and updates to create awareness
Planning
Promotion
If you do what you’ve always done, you’ll get what you’ve always gotten.
- Tony Robbins, Author, “Re-awaken the Giant Within”
• Inspire– WOM marketing– Use highlights on social from past events: videos, photos
• Announce– Hashtags, use links to events
• Community– Facebook Event, LinkedIn Event, Google+ Event Page
• Paid Promotions– New Facebook paradigm, targeted demographics
• Social Media Contests– Shortstack, Woobox, Offerpop
Promotion
Promotion
Execution
“Engage, Enlighten, Encourage and especially…just be yourself! Social media is a community effort, everyone is an asset.”
- Susan Cooper, Buzzedition
Execution: Live Social Sharing
• Promote event hashtags EVERYWHERE• Slideshare, Slidedog
– Everyone is on their tablet or smartphone• Tagboard, Zoomph, Tint, Eventstagr.am
– Live social media feeds• Monitor and manage the social channels
– Seed social conversations and answer questions• Encourage sharing on multiple networks
– Twitter: Tips and Take-aways– Instagram: Photo challenges– Foursquare: Check-in locations
Execution: Live Social Sharing
• Promote event hashtags EVERYWHERE• Slideshare, Slidedog
– Everyone is on their tablet or smartphone• Tagboard, Zoomph, Tint, Eventstagr.am
– Live social media feeds• Monitor and manage the social channels
– Seed social conversations and answer questions• Encourage sharing on multiple networks
– Twitter: Tips and Take-aways– Instagram: Photo challenges– Foursquare: Check-in locations
Execution: Where and How
• Social Channels– Twitter & Facebook: Encourage photo uploads– Twitter: Encourage attendees to tweet in their
questions– Instagram, Flikr• Incentivize – best event photo contest
– Youtube• Create videos for post-event engagement
Execution: Where and How
Follow-Up
“Engaging with your fans and building a community are not the same thing”
- Mitch Joel, Journalist, Publicist, President of Twist Image
Follow-Up
• Be Thankful• Get Feedback• Share Insights– Create an online newspaper: paper.li
• Continue Conversations– Storify: create a story about the event from user
generated content• Grow Community
Follow-Up
Conclusion
• Start Small (Not Big) Do a few things well (not a lot of things poorly)
• Make it easy for attendees to use social media• Engage in two-way conversation• Welcome honest feedback • Use a review process to debrief and improve
