Social Media for Event Marketing

a presentation by sidneyeve matrix

image: Today is a good day

Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.

social media event marketing

In 2010, 6 out of 10 event planners were unlikely to use social tools.

source: Constant Contact survey, 931 respondents, 2010

Today all event planners use it, 7 out of 10 successfully.

source: 2012 survey, 111 respondents by

well... not so much.

success!

surveys show that

How do event planners use it? Mostly promotion, not conversation.

87% use social media to promote events 57% to share announcements29% use it to increase conversations and engagement around the event23% for branding

source: 2012 survey, 111 respondents by

Top challenges?Getting and keeping attention.

#1 getting people to respond to invites#2 getting them to pay attention to invites

source: research by

content marketingproactive, reactive, user-generated

to stretch buzz across event envelopeswhat follows is a roundup of tools and ideas

what’s the top content that drives marketing objectives?

blogswebinars & virtual eventswhitepapers & reportsvideos & UGMsource: eMarketer and Focus Research, 2011

hybrid events interactive live broadcast, then available on-demand


instant interactivity, later available on-demand


60K views

social publishing for your whitepapers and reports

social publishing

for your whitepapers and reports

social publishing via QR code

kaywa

social publishing via

infographics

creative repurposing: whitepaper to eyecandybranded

visualcontent curationnicely done Julia!

A very pinteresting microsite for an annual corporate meeting.

building anticipation for the event withpersonalized content

raising the visibility of brand advocatespersonalization beyond the name badge...would this

social recognition resonate with your delegates?

welcome! customized

building anticipation for the event:a personalized campaign designed to stop the "summer melt"

social contests resonate for Gen Yraising the visibility of brand advocates, volunteers, interns...

social media listeningeavesdrop on brand conversations

image: A. Strakey

to create truly responsive content, we need to do some

Build a listening station

social media listening

realtime feedback : audience generated content


twitterfall


curating audience generated content

making the ask

engagement tool

extension available

making the ask

Facebook polling

making the ask

image by: @Doug88888

polling minus thepermission creepwith a little help from photoshop

social media powered pre-‐/ post event surveyscreate buzz before, gather business intelligence after

How likely are you to come again?

Was your attendance worthwhile?

Do you prefer morning or afternoon sessions?

Will you refer others?

Which of these topics interests you the most?

photosharingask for photos from past events

beyond ... ... cross-‐platform publishing

contest microsite

incentivizing people to share event information

and the prize? social recognition

user-generated contentdrives engagement

affiliate event marketingincentivizing people to share event information

5,334 entries

Thank you Debbie Laskey for discovering/pinning these contest examples!

contestsincentivizing people to share your event information

user-generated contentgeo-‐social networking @ events

33% increase foot traffic

100 randomly awarded $5 or $10 gift cards results: increased fan base by 600,000 in 1 day

geo-‐social networking @ events

ambient digital discoverability

geo-‐social networking @ events

social seatinggeo-‐social networking @ events

the social media news release

tools for event publicity & promotion

pitching journalists online

social media event listings

increase eventdiscoverability

ask speakers to indicate they are “attending”



ask attendees to add event to their social planners

integration

event promotionsave the date

on the importance of

mobile email optimization

if an email received on your mobile device does not display properly, do you:

35% save it to view on PC

19% close and forget about it

source: e-Dialog 2012 Global Research Study, 9,000 respondents

49% delete immediately

amazing mobile-‐optimized free email templates

enrich on-site experience and publish event info to virtual attendees

provide delegates with a free app to access schedule, exhibitor lists & maps

DIY mobile app development -- and it's free

the exclusivity factor

event promotionblogger outreach

the quest for influencers

“Klout helps us sift through the hordes of bloggers.” ~ PR Pro

the exclusivity factor

“The Klout for conferences.” ~ Techcrunch

use of game design techniques and mechanics to enhance non-game contexts

achievement badgesachievement levelsleader boardsprogress barvirtual currency

Gamification:behind Klout...

gamification engines for event promotion

gamification for event promotion

gamification of charity events

get a cute spokespetand one last tip:

well... it *is* the Internet!

Sidneyeve Matrix is a media professor and digital marketing trends analyst.Connect via twitter.com/sidneyeve

image: tannakawho

about the presenter :

Business

Social Media for Event Marketing