You're Invited: How to Create Buzz and Drive Attendance to Your Event Using Social Media

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Promotion is the key to any successful event. By integrating social media promotions into your event plan, you can maximize attendance, reach your target audience, and build excitement for future …

Promotion is the key to any successful event. By integrating social media promotions into your event plan, you can maximize attendance, reach your target audience, and build excitement for future events. From hosting an opening event at a new location to a product launch gala, using online promotion can mean the difference between a success and a flop. In this 451 Marketing Webinar, we’ll discuss how to promote a successful event before, during, and following the event. We’ll review best practices, tools, and case studies to ensure attendees walk away with a blueprint for promoting their next event online.

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  • 1. You’re Invited:How to Create Buzz and Drive Attendance toYour Event Using Social Media
  • 2. Max SilverSocial Media Training Manager617-329-9835msilver@451marketing.comwww.linkedin.com/in/maxesilver@maxesilverwww.451Marketing.com
  • 3. National Public Relations, SocialMedia, and Search Marketing AgencyFounded in 2004Headquartered in Boston with officesin New York and Los Angeles65 Full-time staff, strong connectionswith gift guide mediaRecognized as a 2011, 2012, 2013an award recognizing the fastestgrowing private companiesheadquartered in MassachusettsAbout 451 Marketing
  • 4. Evolution of Event Promotion
  • 5. Online vs. Offline
  • 6. Social media promotion increasesticket sales to that event by anaverage of 30%* and helps reducedrop outs during booking.*Data reported by event promotion and management company BookItBee
  • 7. Agenda• Intro to Event Promotion Strategy• Pre-Event• During Event• Post-Event• Case Studies• Q & A
  • 8. Social Media = Primary WeaponSocial media sites and blogs nowaccount for approximately 27% ofthe total time* Americans spendonline.
  • 9. is NOT expensiveSocial Media…
  • 10. Social Media…brings people to your landing page
  • 11. Social media produces almostdouble the marketing leadsof trade shows, telemarketing, directmail, or PPC.
  • 12. Social Media…is dynamic and self-propelling
  • 13. Social Media Marketing canPromotersCustomersVisitorsStrangersAttract Convert Impress
  • 14. Before the Event
  • 15. Pre - Event TimelineAnnouncementSteady PromotionRamp UpPromotionsFinal Push6w 4w 3w 2w 1w
  • 16. Where to start?
  • 17. Event Landing Page
  • 18. Create a shortened, customizable, trackable link foryour event landing pageGet Stats: when and how many timespeople are clickingTrack from Day One
  • 19. Track from Day One
  • 20. 1.11 Billion UsersConfirmed andpotential guestlistGoogle Mapof exactlocationDirect link toticket page
  • 21. 500 Million UsersInclude important info:hashtags, bit.ly link, andevent dateGet yourconnectionsto retweetGet yourspeakers topromote
  • 22. Ask for feedbackGiveaway ticketsSpotlight SpeakerProfilesShow highlights frompast eventsCountdown the daysCrowdsource ideas
  • 23. 225 Million Users
  • 24. 343 Million UsersUse keywords that arepopular search terms toboost your SEO
  • 25. 100 Million Users4B photosUse description forcall to actionUse relevant hashtags
  • 26. Event FlyerAttendee’sticketconfirmation#BostonCalling
  • 27. 48.7 Million UsersMake sure to edit pin to addevent link as source
  • 28. #BostonCallingEvent FlyerEventHeadliners
  • 29. #YachtWeek
  • 30. 1 Billion Users72+ hours of video uploaded every min
  • 31. 14 Million Users
  • 32. Keep Your Content Fresh
  • 33. During the Event
  • 34. 55% of mobile market inUS is smartphones -129.4 million peopleWhy Use it During Your Event?(Via comScore)
  • 35. #451webinarTweet highlights likestatistics that areinteresting to youraudience
  • 36. #BostonCallingBehind-the-scenes contentUp-to-the-minute updatesThoughts and reflectionsImmediate audiencefeedbackRespond to inquiries
  • 37. Add context with multimedia
  • 38. #BostonCalling
  • 39. After the Event
  • 40. Thank attendeesThank sponsorsRespondCongratulate winners
  • 41. #BostonCallingHighlightsCrowdsAttendeeShowcase
  • 42. #BostonCalling
  • 43. Twitter proved to be an instrumental tool in attractingbusiness leaders to and engaging them at BBJ events.Case Study: Boston Business Journal
  • 44. Case Study: Boston Business JournalGoalCreate buzz and engagement around their signature events onlineApproach451 Marketing designed and executed an event promotion andlive-tweeting strategy that included establishing hashtags for all BBJsignature events, pre-event promotion to create buzz amongstattendees and honorees, and live event coverage.Results• Over 51 million impressions for BBJevents, advertisers, and sponsors• The BBJ Twitter handle grew morethan 360% - from 4,400 to over16,000
  • 45. Takeaways:• Start at least a month in advance• Promote across several different platforms• Create a hashtag to brand your event• Schedule your tweets beforehand• Add multimedia – photos, videos, links - whenever possible• Be attentive and responsive to comments and inquiriesfrom potential attendees. Follow up before, during, andafter your event• Curate content from your event participants
  • 46. Questions?
  • 47. You’re Invited:How to Create Buzz and Drive Attendance toYour Event Using Social Media