Boost Attendee Engagement: Simple Steps for …...Boost Attendee Engagement: Simple Steps for Social...

Boost Attendee Engagement: Simple Steps for Social Media Success

Presented by

Kevin YanushefskiProduct Marketing Manager

Cvent

And

Emily VeraSocial Media Strategist

Cvent

Moderated by

Eric Andersene-Content Developer

Meetings Focus

Wednesday, May 13, 2015

This webinar aligns with the Marketing Domain of the CMP or CMP-HC

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Housekeeping

Upcoming Events –

• The Attendee Experience: Making Your Show Count

Presented by Michael Owen & Carol Norfleet

May 27th at 1:00pm EDT

• Event Planner's Guide to Mobile Sponsorship

Presented by Kevin Long

June 9th at 1:00pm EDT

On Demand - Also available for you to view at any time.

Visit (www.meetingsfocus.com/webinars) today learn more, register and Watch Now!

Housekeeping

• The tools you need to monitor and manage social posts onsite

• The real, actionable steps to run a social media contest

• Top ideas to increase social participation and delight attendees

• How to handle negative posts and escalate appropriately

• The right metrics to measure your social media success

Learning Objectives

Boost Attendee Engagement: Simple Steps for Social Media Success

Kevin Yanushefski Product Marketing Manager@KevinYanu

KevinY@cvent.com

Emily VeraSocial Media Strategist @Social_Em

evera@cvent.com

#event2pt0

Meet Us

• Studied History at the College of William & Mary

• Lover of music, fashion and Instagram

• Can feed Australian kangaroos 3 at a time

• Studied Psychology and Economics at UVA

• Craft beer and karaoke enthusiast

• Once performed in an Amsterdam street band

Let’s talk about Events

Investor MeetingsIncentives

Conferences

Sales MeetingsExecutive Forums

Holiday Party

Road S

how

s

Tra

inin

gs

Sem

ina

rs

Lun

ch

& L

ea

rns

Fie

ld M

ark

eting

Fundraisers

Symposiums

Trade Shows

Gala

s

Sport

ing E

vents

Forum

Our events look like

• 400+ Tradeshows

• 800+ Lunch Seminars

• 1500+ Webinars

• 1 Cvent CONNECT

• Annual Conference

• June 14-18

• 2000+ Meeting Professionals

• Tickets still available! www.CventCONNECT.com

We get social on:

Sometimes social can feel like…

Social enhances the Onsite Experience

Enables

Flawless

Execution

Promotes

Educational

Content

Provides

Networking

Opportunities

Agenda

• Kickstart the Conversation

• Game Plan: Onsite Contest

• Your Social Command Center

• Preparing for Negativity

• The Metrics that Matter#event2pt0

After Today’s Webinar

Go to: http://campaigns.cvent.com/FeedbackPlease

Tell us how we did!

Get Your Social Media Game Plan!

#event2pt0

Kickstart the Conversation

#event2pt0

Behind The Scenes & Exclusive Content

Make it easy to get social

• Event Mobile Apps make it easy for attendees to connect on social media

• Social updates shared from app can pre-populate your event hashtag

Showcase the Conversation

Social Game Plan: Onsite Contest

#event2pt0

Why Social Contests?

Build brand awareness & customer loyalty

Increase attendee participation

Amplify onsite engagement

Contest Examples

Social Media Contest Checklist

Get familiar with the rules (for you and contestants)

Create graphics, communications, and landing page

Select a unique contest hashtag

Social Media Contest Checklist

Promote, Promote, Promote!

Monitor and engage with contestants

Publicly display contest activity (SocialWall)

Social Media Contest Checklist

Announce closing and thank participants

Ensure selection of winner(s) is fair & documented

Announce the winner(s), encourage social sharing

Get Your Social Game Plan!

http://campaigns.cvent.com/FeedbackPlease

#event2pt0

Tell us

how we did!

Your Social Command Center

#event2pt0

Social Media Command Center

• What is a Command Center:

• Dedicated area for social media team

• Monitor real-time conversations

• Engage social users

• To be successful, you need:

• Technology

• Strategy

• Workflow

Social Media Command Center

Social Media Tools

Preparing for Negativity

#event2pt0

Engagement Escalation and Response Map

Do’s & Don’ts

• Read carefully (what’s the real issue?)

• Act quickly & thoughtfully

• Delete offensive / vulgar comments

• Always be monitoring

• Always take the high road

• Use canned responses

• Forget to proofread

• Delete/ignore negative comments

• Miss an opportunity to educate

• Feed or provoke “trolls”

Solve Problems

Get Your Social Game Plan!

http://campaigns.cvent.com/FeedbackPlease

#event2pt0

Tell us

how we did!

The Metrics That Matter

#event2pt0

Conversation Rate

• What: The number of comments and replies per post.

• Why: Social media is about having conversation.

Amplification Rate

• What: The number of shares or retweets per post.

• Why: Followers have followers of their own.

Applause Rate

• What: The number of likes, favorites, or +1s per post.

• Why: Engagements = endorsements

Economic Value

• What: The number of times people go to your hub / website to do business with you

• Why: Completion of your call-to-action

REV I EW

#event2pt0

Top 3 Actionable Takeaways:

Gather the right tools for success

Start small and grow with your audience

Be authentic, human and conversational

157,000+active users

1,000,000+events managed

50 million+registrations

3.5 billion+emails sent

1,740+employees worldwide

Company of the Year

Usage metrics calculated though 12/31/2013

$1 billion+market capitalization

Contest Rules and How to Enter at VRL.HT/1FD89

Get your social game plan athttp://campaigns.cvent.com/FeedbackPlease

Kevin Yanushefski Product Marketing Manager

@KevinYanu

KevinY@cvent.com

Emily VeraSocial Media Strategist

@Social_Em

evera@cvent.com

Get your social game plan athttp://campaigns.cvent.com/FeedbackPlease

Kevin Yanushefski Product Marketing Manager

@KevinYanu

KevinY@cvent.com

Emily VeraSocial Media Strategist

@Social_Em

evera@cvent.com

Thank you for joining today’s webinar!

Boost Attendee Engagement: Simple

Steps for Social Media SuccessPlease stay connected as you will be redirected to a short survey

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If you are not automatically redirected, please visit:

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