Social: It’s like electricity. You can’t see it, but it powers everything.

Image: flickr/...It’s Electric! / Avery Studio

Its about Tweet Time...

Tweet your comments, questions and thoughts!

Best question/ best tweet wins a printed copy of the Maximise your event with Facebook guide

#2011EQConference

Social Media for events...

Twitter – 140 character tweets

Facebook – mixed media

Youtube – videos

LinkedIn – business networking

800MILLION

1.

Why Facebook ?

6 degrees of

separation

You

they are VERY likely

to recommend your product event

68% of fans say

Image: flickr/whispering secrets/ cameron maddux

2.

Facebook 101

Just Do ItDo it the RIGHT way!

Your Friends

Personal Profile Business Page

Likers/ Fans

Groups

Members

SUCCEED

Before you can

you must

get the basics sorted...

pages are very

flexible

Image: flickr/HathaYoga Championships -Bikram-Ron Sombilon Gallery/ Ron Sombilon Gallery

Make a

bold statement

Want more likers?

3.

Building relationships

The #1 Rule:

Keep them entertained!

Image: flickr/Orange Stage/ MichaelMarner

Don’t forget

the power of

Facebook

Advertisements

Which Facebook Ad Got a Huge Lift in Click Through Rate?

whichtestwon.com

A B(Different Headlines & Copy)

whichtestwon.com

B

Version B lifted the click through rate by 2,666%

Active headline

Clear benefits

Call to action

Version A’s copy defined what the program is, not what the program does.

4.

Fostering Relationships

Anyone can create a listing for your event!

Claim your Facebook places listing

Integrate Facebook and your

website

Integrate email marketing with social media

Remember you don’t own your “Likers” data

5.

Social Commerce

$ $$$Social commerce sales will equal

$5 Billion this year

and $30 Billion per year by 2015!

A recent study titled Turning “Like” to “Buy” estimates:

Booz & Company

“Since rezgo app, we got ±100 new fans in just over 30days...

Rezgo Tour & Events Booking Integration

Pulling it all together

Facebook is a powerful marketing

tool

Build a relationship through interesting content

Work smarter with facebook tools

Get started with social commerce

Post regular quality updatesSet up a Business Page

Customise your facebook page

Connect with me!

http://www.facebook.com/untanglemyweb

twitter.com/untanglemyweb

au.linkedin.com/in/melcphillipsImage: flickr/Thank You/ eunmind

Social Media for EventsSaturday 12 November 2011

Gold Coast Airport Marathon

CASE STUDY

• Annual Event• Local to International• Participants - 25,000+• Volunteers - 1,000+• Sponsors• Suppliers• Media

Gold Coast Airport Marathon

EVOLUTION OF OUR MARKETING MIX

Based on resources, budget, effectivenessRanking: 1 – highest, 7 – lowest

MEDIA 2000 2005 2010 2015

Social Media 2 = 1 =

Website 4 1 1 1 =

Media & PR 1 = 4 = 4 = 4 =

Advertising – Traditional

1 = 4 = 4 = 6

Advertising – Online 4 = 4 =

Direct Mail 1 = 2 = 7 7

Electronic Direct Mail 5 2 = 2 = 1 =

Planning your Social Media

QUESTIONS TO ASK YOURSELF

1. What are our event’s aims and objectives?

2. What social media should we use?

3. How do we resource social media?

Planning your Social Media

WHAT ARE OUR EVENT’S AIMS & OBJECTIVES?

• Increase participation numbers

• Promote the destination

• Develop the event’s profile

• Increase commercial sponsorship support

WHAT SOCIAL MEDIA SHOULD WE USE?

Planning your Social Media

HOW DO WE RESOURCE SOCIAL MEDIA?

• Person/s– Consistency– Knowledgeable about event– Marketing / Communications staff or University student

• Time– Daily monitoring– Regular content related to the event– Stay up-to-date with social media trends

• Budget– Staffing– Advertising

Social Media for Events

PUTTING SOCIAL MEDIA TO ACTION … “THE 4 Cs”

• Customise

• Connect

• Content– Concise– Consistent– Conversational– Call to Action

• Combine

Social Media for EventsTIPS

1. Find your social media guru

2. Set a social media policy

3. Produce regular, relevant and conversational content

4. Use a dashboard like HootSuite.com

5. Monitor the activity

6. Advertise on Facebook