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Learn from Constant Contact Event Marketing Experts and Hubspot on ways to utilize Social Media to promote your event an drive attendance.
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How to Excel at Event Marketing
with Social
Media
Housekeeping notes
Slides & recording will be sent after the webinar
Interact with us using the Questions pane here or on Twitter
Twitter hashtag: #SocialEvents
Have fun!
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Heidi TobiasSenior Manager of Distance Learning, Constant Contact@htoby
Maggie GeorgievaInbound Marketing Manager, HubSpot@mgieva
Meet today’s speakers:
ChallengeImage credit: Digitalnative
Challenge
Getting people to respond to invites
Getting people to pay attention to invites
Minimizing no shows
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Top 3 challenges
1WHAT DO YOU AND YOUR ATTENDEES WANT?
What do you want to accomplish?
Your why for having an event determines:
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Desired result
Type and content1
What do attendees want?
Learn what attendees desire:
What types of events interest you?
Why do you attend events?
1234 What social media tools do you use?
What of our past events have you attended?
Ask the uncomfortable question about a previous event:“What didn’t you like about our last event?”
Top 3 things attendees want:
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What is in it for me?
Why would I want to attend?
What topics/trends drive a response?
Event organizers wanted:
• Increase attendees to events
• Update perception of chapter
• Fundraise for Sidney M. Oman Cancer Center
Attendees wanted:
• Something interesting to do while giving back
• Attending an “It” event
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Event success
Event success
What organizers achieved:
• 7,800 attendees• 250 volunteers• Profit of $150,000• Increased engagement
What attendees received:
• A good time and doing something good
• New wines and a way to be involved
• Motivation & resources for next event
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2BREAK THROUGH THE NOISE – PROMOTIONAL FOUNDATIONS
Break through the noise
Create objectives for you and your attendees
Monitor before, during & after
Identify the right people and ways to promote
Use this info to make next event rock
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Ideal Attendee
Break through the noise
• People new and familiar with you?
• What makes them the same/ different?
• Influence in networks (local and social)?
Where do they look for
info?
Break through the noise
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Create a steady stream of content
Stage timing to keep their interestMake each post unique & compelling
Promotional Foundation
Start with those who know you
and love you- Email Invites!
• Branding is important• 79% of respondents said they
hit the "report spam" button when they don't know who the sender is.-Email Sender and Provider Coalition
• Show your personality• Use a subject line &
headline that captures and keeps attention
• Personalize the message to each recipient
• Provide event details
79% hit the "report spam" button when they don't know who the sender is.-Email Sender
and Provider Coalition
Do your invites do more than just ask people to come?
Today, 71% of the U.S. online audience watches video on the internet, and the number of streams consumed should more than double by 2013 – Forrester Research 2009
Video in email can increase click-through rates by as much as three-hundred percent – Forrester Research 2009
Engage with Video in Email Invites
Promotional Foundation
Invitees share in Social Media
How do you know if your invites did their job?
5 weeks: Personal email invites
3 weeks:Reminder feat.
speaker info & discounts
3 weeks:Don’t miss email
with social media.
Use shareworthy content:-Showcase speakers and related content-Feature reviews from past events-Use the words that attendees use, not internal jargon
Design for sharing and
search
3WHAT ARE YOUR PROMO CHANNELS?
Flour
Sugar
Chocolate
Eggs
Butter
Milk
Image credit: sassyradish
Paid
Referrals
Blog
SocialMedia
OtherCampaigns
Promotion
Build Registration
Page
What to Include on your Landing Page:
Compelling copy and images
Bullet points
Speaker info
Social media sharing links
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Create a Call-to-Action
Email Community
Create a Blog Post
Don‘t Forget!
Create Video
Write Press Release
Use Ads
Post on Social Media
4SOCIAL MEDIA + EVENTS= SUCCESS WHAT AND HOW IT WORKS
Social Media + Events = Success
A tool is not a strategy. Strategy is about communication and
conversation Clearly defined goals Leveraged networks of participants (speakers & attendees) Measurement of success
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Tools
Social Networks
YouTube Video
Location-based apps
Communication
What will the event be about?
Who will be there?
Why is the event important?
Conversation
“Do not miss it!”
“At this year’s event…”
“Hear them speak…”
Copyright © 2011 Constant Contact, Inc.
Social Media + Events = Success
Use communications on social networks to create awareness and enthusiasm to attend
Facebook + Events= Success
Register right from Facebook
Encourage comments and likes
Talk with and respond to questions
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Facebook+ Events = SuccessConsider a custom landing page to promote your event
During Event -Facebook
Live Updates
Share materials
Photos and
Video
Share via
Mobile
Twitter+ Events = Success
• Create and use a #hashtag for the event
• Thank each sponsor for the contribution they’ve provided.
Include their handles in the tweet
• Raise awareness Guess Speakers Topic & Issues
addressed
Use Twitter to create a place online for conversations about the event
Twitter + At Events= Success
Attendees tweet using #hashtag
Add their handles to name tags
Live feed of photos & videos
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Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
LinkedIn + Events = Success
Join LinkedIn Groups Join Groups where the
people you want to attend participate.
Can’t find one? Start one and nurture the conversation.
Ask questions in the group– Follow up with those who
posted– Answer questions asked of
you
Understand your connections through InMap: http://inmaps.linkedinlabs.com/
LinkedIn + Events = Success
Promote your event in your profile and on your updates
Invite your LinkedIn connections
Live updates from event in status updates and groups
YouTube + Events = Success
Create a strong desire to attend with
a video
Promote your event on your website or email and
include a YouTube video
Guest speakers Activities Success stories
Increase attendance with videos.
Mobile + Events = Success
Do you have a Foursquare venue? Create a location to check in
Co-marketing with local businesses? Drive traffic to each other
Leave a tip or review about your event
Leave a “To Do” about your event
Scavenger hunt around event– Hints in tips area– Understand interests of people
checking in (profile info)Location-Based Services information
http://www.socialquickstarter.com
• Watch how many and who has checked in
• Review comments, tips and to do’s left by attendees
• Watch for instant feedback– Negative comments
about the food– Problems with the
facility
Real information in real time
How can you use mobile at
the event?
Mobile + Events = Success
Direct to web-based event information
Get feedback via a poll or short survey
Access video content that is complementary to the event objectives
Access live Twitter stream focused on event #hashtag
Direct access to Facebook event
How do I build? -http://bit.ly/Add- .qr at end of shortened url
Consider using QR Codes to keep the interaction going
QR Code information http://www.socialquickstarter.com
5POST-EVENT & FOLLOW-UP
Image credit: s.alt
Post-Event Activities:
Archive Event Materials
Collect Feedback
Distribute Archives
Promote Next Event
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Post-Event Activities:
Archive Event Materials1
ArchivesMatter
Archives
Post-Event Activities:
Distribute Archives2
Distribution
Post on Website
Email Folks
“Get all the slides, handouts and even the Flickr stream.”
Announceon Twitter
Photos on Facebook
Other Sites
SlideShare YouTube
Flickr
Post-Event Activities:
Collect Feedback3
CollectInsights
Photo Credit Dunbar Gardens :
LaunchSurvey
What to Ask in a Survey:
Were you satisfied with the content?
Will you refer others?
How likely are you to come again?
What did you like or not like about the event?
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FacebookPoll
Review Twitter Hashtag
Coverage
Post-Event Activities:
Promote Next Event4
Call-to-Action
“Check out the list of existing groups…”
Calendar
Save the URL
Learn how to leverage inbound marketing to promote your events with HubSpot:
www.HubSpot.com/demo
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See how Constant Contact Event Marketing works http://conta.cc/EasyEvents
Follow on Twitter @ctctevent http://www.facebook.com/ctcteventmarketing
THANK YOU
Q&A
