integrating social media and events | the hive rhode island by suzanne mcdonald
DESCRIPTION
Social Media works best when there are specific goals to be achieved, such as increasing awareness and event attendance. Learn strategies and tactics to boost engagement with limited time and restricted resources and how it all fits together: promoting your campaigns and events using platforms like Facebook, LinkedIn, Pinterest, Twitter, Instagram, plus time-saving tools like Hootsuite, Eventbrite, and mobile technologies. Winner of the 2014 International Business Award — ‘Internet / New Media Company of the Year’ — Designated Editor teaches individuals, educators & companies how to create influential interactions & eliminate social media insanity via customized courses & strategic consulting. Former Boston Globe journalist Suzanne McDonald founded Designated Editor in 2008 along with Newport Interactive Marketers 1,000-strong networking-learning group. Suzanne is currently developing URI’s first Social Media Certificate curriculum and has launched and taught Social Media Strategies at URI and Event Planning and New Media at Framingham State University. She also led URI’s TickSmart Social Media team of interns to win Best Viral Video at the Strategic Video Awards.TRANSCRIPT
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Integrating Events & Social Media
Designated Editor Speaking Series
Suzanne McDonald | New Media Strategist & Education Expert
Lunch & Learn @TheHiveRI
@NewMediaStrategist
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www.designatededitor.com 2
Challenges we’ll address
@NewMediaStrategist
o Which tools will help me organize my event?
o Which tools are best for promoting my event?
o How can I possibly manage more?
o How can I measure and show ROI?
o How can I grow my attendance?
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www.designatededitor.com 2
Masters in Journalism & Mass Communications BA in Journalism
New Media / Internet Company of the Year
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www.designatededitor.com 4
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www.designatededitor.com 5
4 stages to leverage new media
@NewMediaStrategist
Stage 1 Setting up your event Stage 2 Promoting your event Stage 3 Day-of event Stage 4 Post-event analysis & ROI
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www.designatededitor.com 6 @NewMediaStrategist
http-_www.ragan.com_Uploads_Public_Images_Social_Media_Demographics_Infographic
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www.designatededitor.com 7 @NewMediaStrategist http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/
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www.designatededitor.com 8 @NewMediaStrategist http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/
Traffic sources
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Stage 1 Setting up your event
@NewMediaStrategist
ü Utilize online ticketing platforms
ü Use your target audience’s vocabulary
ü Establish an integrated editorial calendar
ü Determine which platforms are best
ü Choose a distinct but natural hashtag
ü Pick venues and suppliers who are active
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www.designatededitor.com 10 @NewMediaStrategist
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Keywords: Your prospects’ vocabulary
@NewMediaStrategist
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www.designatededitor.com 12 @NewMediaStrategist
Keywords: Include in Titles and Descriptions
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Editorial calendars
@NewMediaStrategist
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Stage 2 Promoting your event
@NewMediaStrategist
ü Think multichannel and integration
ü Make your website the information hub
ü Share and link back to your blog
ü Feature your speakers and guests
ü Create social incentives to bring friends
ü Keep in touch with attendees & RSVPs
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www.designatededitor.com 15 @NewMediaStrategist http://www.bitrebels.com/social/social-media-strategy-engage-fans/
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Events
@NewMediaStrategist
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• Location • Education • Gender
• Married • Interests & Likes
• Age
Targeting ads
@NewMediaStrategist
!
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www.designatededitor.com 18 @NewMediaStrategist http://visual.ly/google-plus-killer-facts-and-statistics
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @NewMediaStrategist
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Blog: helpful, not boring
@NewMediaStrategist
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Groups worth joining?
@NewMediaStrategist
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www.designatededitor.com 22 @NewMediaStrategist
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Other ways to get the word out
@NewMediaStrategist
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QR codes: How to make ’em
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
@NewMediaStrategist
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Stage 3 Day-of event
@NewMediaStrategist
ü Encourage live blogging & sharing
ü Be sure to display hashtag everywhere
ü Engage and respond, address issues
ü Create a lounge for social users to meet
ü Take questions via Twitter
ü Broadcast the event via UStream
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Connections
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www.designatededitor.com 27 @NewMediaStrategist http://mashable.com/2012/05/06/instagram-america/
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www.designatededitor.com 29 @NewMediaStrategist
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www.designatededitor.com 30 @NewMediaStrategist http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_
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Show your expertise visually or curate others’
@NewMediaStrategist
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Stage 4 Post-event analysis & ROI
@NewMediaStrategist
ü Determine power users
ü Keep in touch with influencers
ü Share upcoming events, offer discounts
ü Monitor chatter & assess success
ü Publicize event’s impact across all channels
ü Compile promo material for next year now
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www.designatededitor.com 33 @NewMediaStrategist
Tools to drive blogs & content
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www.designatededitor.com 34 @NewMediaStrategist
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Harrington’s influential tweeps
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who is your audience?
@Sue_DesigEditor
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www.designatededitor.com 38 @NewMediaStrategist
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Stage 4 How are we doing?
@NewMediaStrategist
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www.designatededitor.com 40 @NewMediaStrategist
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www.designatededitor.com 41 @NewMediaStrategist
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Facebook Insights
@NewMediaStrategist
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Google Analytics
@NewMediaStrategist
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www.designatededitor.com 44 @NewMediaStrategist
ü Understand & relate to donors
ü Boost attendance and awareness
ü More efficient & effective
ü You’ll know what’s working
ü Longer-lasting vs. paid media
ü Hear and address issues as they arise
ü Broader brand-building boosts awareness
Perks: Social media for event planning
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In-person engagement
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Questions?
Designated Editor Speaking Series
Happy to help!
Integrating Events & Social Media
@NewMediaStrategist
Suzanne McDonald | New Media Strategist & Education Expert