Promoting your event with social media

PROMOTING YOUR EVENT WITH SOCIAL MEDIA

Copyright © 2011 Constant Contact Inc. 2

Agenda

Planning Social Media Strategy What are the goals? Who is the audience? What to say, when & where?

Promote & Communicate Facebook Twitter LinkedIn Foursquare YouTube

Measure your success Keep the conversation going Collect post-event feedback Did you meet the objectives?

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Planning

A promotional social media strategy contains: Clearly defined goals Target audiences Selected social media tools (Remember: you may not have to use all of them) Measurement of success

Remember that a tool is not a plan or strategy; Strategy is about the communication and the conversation.

Tools

Social Networks

YouTube Video

Location-based apps

Email

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…”

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Planning

What are the goals of promoting the event through social media?

Increase attendance/ticket sales. Establish/increase customer loyalty. Attract new customers/followers.

We know you want people to come, but…

Are your desired attendees engaging on social media?

Do your speakers and sponsors have a social presence?

Do you have the time communicate in all the networks?

How do you measure the impact? What will the event messaging be?


Planning

Who is your audience?

Make a list of your social networks. Begin by promoting to those you know. Find out what social networks your sponsors and

speakers are active in, and encourage them to promote the event.

Get them to share the event information on their networks.

Politely ask your followers to share on their networks.

Let your speakers’ networks and attendees create the buzz!


Planning

What to say when & where?

Like any topic, content is king, so each post must be compelling.

Each communication should be unique and offer new info or insight.

There are lots of great things about your event and you don’t want to say them all at once; stagger your promotional content.

You want to create a steady stream of content that people will consume and share on and across their social networks.

■ Get started on social media with Social Media Quickstarter:

http://www.socialquickstarter.com

http://www.socialquickstarter.com/

PROMOTE AND COMMUNICATE


Promote and Communicate

Use communications on social networks to create awareness and enthusiasm to attend.


Using Facebook

Facebook offers many tools to help with planning the event and creating awareness to attend.

Before the event:

Try asking a question with Facebook Questions to learn what attendees are interested in.

Post updates to create awareness of guest speakers and incorporate links to their site.

Post information about topics that will be discussed.

Provide date, time and location of event in posts.

Use Facebook Places: Simply add location to your Event or Page.


Share your events on Facebook

Promote your Published event details on Facebook as well as your event homepage.

Register attendees from your Facebook page anytime using our easy registration tool.

Talk with registrants on Facebook – let them comment or “like” your posts.

Share the details of your event on Facebook and respond to questions.

It’s easy and fast to build buzz online with the Event Marketing Facebook app.


Using Facebook

During the event:

Use live updates to mention booth contests, fun activities and share pictures.

In each post, share any links or materials of the guest speakers.

Include pictures of any guest speakers or attendees.

Encourage attendees to share or comment during the event on Facebook via mobile.


Using Facebook

After the event:

Share images and videos from the event.

Ask people to tag themselves “are you in our photo album?”

Include a link to a post-event poll or use Facebook Questions to get feedback.

Begin promoting the next event.


Using Twitter

Before the event:

Create a #hashtag for the event.

Thank each sponsor for the contribution they’ve provided.

Include their handles in the tweet .

Use updates to: Create awareness of guest

speakers. Incorporate links to their site. Announce who’s attending and

include their Twitter handle.

Tweet information about topics that will be discussed.

Use Twitter to create a place online for conversations about the event.


Using Twitter

During the event:

Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag.

People who are interested and could not make it can be part of event following a Twitter feed.

Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic.

Add Twitter handles to name tags (as appropriate).

As of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s

“2010 Mobile Year in Review”

Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers”


Using Twitter

After the event:

Thank attendees and sponsors.

Via the #hashtag. Include their handle.

Review the #hashtag for insight into conversations about the event.

Ask attendees a question through the #hashtag.

“What was the most useful thing you learned/saw at the event?”

Send a thank you tweet (@) – to everyone who engaged with the event on Twitter.

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Using LinkedIn

Join LinkedIn GroupsWhat Groups should you be in?

Join Groups where your potential attendees are.

Members Industry Topic

If no group exists, consider creating a LinkedIn Group and start the conversation.

Be active in the group, do not just use it for event promotion.

Ask questions in the group. Follow up with those who posted. Answer questions asked of you.


Using LinkedIn

To promote the event: Promote your event in your profile

and on your updates. Include a link to the event website and

#hashtag. Prove the value of attending by sharing

information about event topics and speakers.

Invite your connections in LinkedIn.

Provide the event #hashtag and Twitter handles of guest speakers.

Understand your connections through InMap:

http://inmaps.linkedinlabs.com/

Post event notification inside of LinkedIn Groups you’re active in.

Provide information to attend and include event #hashtag.

http://inmaps.linkedinlabs.com/


Using LinkedIn

After the event: Ask those who you met at the

event to connect on LinkedIn. Send a thank you for

attending. Review the highlights of the

event with the Group. Planting the seeds for the

next event. Consider having a member of the

Group be a guest speaker.


Leverage Mobile Marketing

How can you use it? Do you have a venue? Create a

location to check in. Co-marketing with local businesses?

Drive traffic to each other. Leave a tip 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). Watch for instant feedback.

– Negative comments about the food.

– Problems with the facility.

■ Location-Based Services Section




Using YouTube

Create a strong desire to attend with a video.

Promote the event on your website or email and include a YouTube video. Guest speakers Activities Success stories

Increase attendance with videos.


Good invitations cause interest and action

Invitation must include: Simple step-by-step easy registration or RSVP.

-How do I say yes or no.

When and where? How do I get there? Is there a cost? What is the cost? Who do they contact for more information or to

ask questions? Content is shareworthy.

– Share button for posting social media..– “Forward to a Friend”-email.– Add list of upcoming events.

Do your invites do more than ask people to come?

Goals: Engage with video. Increase interest. Improve attendance. Provide event information:

Topics Lessons Speakers

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


Starting the buzz in social media about the event

Use Simple Share to promote the event on Facebook, Twitter, and LinkedIn at the same time!

■ Customize the message for each site

■ Include an image (optional)■ Easily share to all your

Facebook, Twitter, and LinkedIn profiles

Expand the reach of your invitation through Social Media


Registrants start the buzz about the event

Ask registrants to share the event information. Jump start the word of mouth buzz around your event!

Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter.

Note: Facebook users have on average 130 friends**Facebook FAQ’s


Share information on social media about the event

Get more attendees by sharing the event on Facebook & Twitter.

The Facebook post can contain a custom message to encourage attendance and will include a link to register.

Establish a hashtag (e.g. #B2Bevent) to track buzz around the event.

Tweet your event and watch how your followers retweet the details.

Do not forget to ask them to retweet; asking and saying “Please” really does work.

Whether you send an invite or not, promote the event on social media! Here’s how:

Promote the event on a schedule:Weekly The day beforeAn hour before


Get your event found online

Built-in Promotions with Social Media and Search Engine Optimization

■ Help your event be found in online searches by using keywords

Topics, speakers, theme, location

■ Create an event hashtag to encourage conversation about the event

■ The hashtag is automatically featured in event communications


Engage your attendees at the event

Consider using QR Codes to keep the interaction going.

Direct to website information via mobile device. Get feedback via a poll or short survey that

people can access via mobile device. Post video content that is complementary to the

event objectives to view via a mobile device.

How do I build? -http://bit.ly/Add- .qr at end of shortened url

■ QR Code Section



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Promote and communicate – In Summary

Tools Before During After

• Promote the event by sharing the event details on your wall

• Share updates on your wall and upload pictures from the event

• On your wall, thank those who came to the event

• Answer remaining questions from event and send email with link to your wall

• Create an unique event hashtag

• Customize your Twitter background with the event brand

• Schedule tweets in advance to promote

• Maximize the opportunity for a re-tweet by limiting your tweet to 120 characters

• Encourage tweeting during the event

• Create a Twitter List of your conference speakers for others to follow

• List people’s Twitter usernames on their badges

• Encourage people to continue discussion

• Use tweets to promote next event

• Have link to event homepage in your profile

• Invite connections to attend

• Join Groups

• Encourage those that meet at the event to connect

• Continue networking after the event

• Review the highlights of the event within your groups

• Create a location to check-in

• Co-market with content provider

• Leave a “Tip” or “To Do”

• Develop scavenger hunt about event

• Watch for negative feedback about the event

• Review Check-ins and Tips left by attendees

MEASURE YOUR SUCCESS


Keep the conversation going

Provide links to materials distributed at the event.

Consider hosting them via Slide Share.

Share speaker content. Promote the next event.

Use Social Media to build relationships following the event.


Collect Post Event feedback

Post and promote a short survey to engage fans and followers and drive engagement.

Review the comments and conversations on your Facebook wall.

Review the comments via Twitter about your event by searching under the event #hashtag.


See all the engagement in one place

Track conversations with NutshellMail. Monitor your social networks while

at your event. Review your event social media

activity at your own pace. Track engagement and review

conversations. Promote the next event by making

a list of all your followers on social media.

Facebook, Twitter, LinkedIn, and Foursquare engagement can all be monitored on NutshellMail.


Feedback and Data for next event

Analyze participation to identify high attendees for future events, then perform the appropriate follow up.

Leverage details from your registration data to help identify the right segments of people to invite to your next event.

Use the information they have shared to personalize your future communications.

Segment:– Details such as who paid,

how they paid, demographic, geographic, etc.

Search: Who retweeted you?– Follow them on Twitter


Did you meet the objectives?

Measure your objectives by: Measure attendee objectives by:

The number of people who attended

Show rate of individuals registered

Revenue from the event Conversations about event in Social Media networks

Analyze data collected via reports and survey

Feedback in surveys

Best Next Steps

Try Online Event Marketing For Free

http://www.constantcontact-event.com/

Check out a Live Product Tour

Register for the live “Event Marketing Product Demo”

http://www.constantcontact.com/learning-center/webinars/live/index.jsp

Questions? You have a consultant here to help at 1-855-816-6508

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Copyright © 2011 Constant Contact, Inc.



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Promoting your event with social media