Effective Marketing For Your Event Using Social MediaPhillip A. Jones, Director, Schmooze Events
Social Media Statistics Australia – December 20121. Facebook – 11,808,360 Australian users/accounts (up 52,720).2. YouTube – 11,000,000 UAVs (steady)3. Blogspot – 3,500,000 (steady)4. Tumblr – 3,200,000 (up 100,000)5. WordPress.com – 2,500,000 (down 500,000)6. LinkedIn – 2,100,000 (down 400,000)7. Twitter – 2,114,000 Active Australian Users (steady)8. Instagram - 1,175,000 Active Australian Users (steady)9. Flickr – 820,000 (up 40,000)10. Pinterest – 650,000 (up 20,000)11. Google Plus – approx 377,500 (steady)12. MySpace – 340,000 (down 10,000)
✦Trackable Metrics (i.e. you can measure it)✦27% of small and 34% have a social media presence✦55% of Australian’s use Facebook (12 million) 6 hours PERWEEK or 2 million Australian’s on LinkedIn✦Convergence of mobile and easy to use (plus Apps)✦Helps with Google Search Engine Optimisation (SEO)✦Your ‘competition’ will be there and so are the eyeballs.
Event JourneyAwarenessAwareness GettingInfoGettingInfoBookingBookingPreparingPreparingAt theEventAt theEventAfterwardsAfterwardsSource - Australia Council-Connecting Arts Audiences Online
✦Most popular of all platforms across all ages✦Find some great examples and model on them✦Images or videos best over text✦Encourage people to share (give them something)✦Very handy advertising and page/group insights✦Timing is important
✦Small but potentially influential users✦Part of the mix but don’t rely on it✦Hashtags essential✦Not a broadcast medium, more conversational✦Good for activity at events✦Drive users to website or other more sticky engagement
✦Facebook page > hub for news✦Twitter discovery + built relationships✦eNews and several website calendars✦Shared links of media coverage✦Photos of event official and personal shared✦Publicity for and by event partners
✤ It’s about telling a story, and being real✤ Don’t use the same content across different social media✤ Know who your audience is & what medium works best✤ It needs to be resourced just like any business activity✤ Give them something to share and join the dots for them✤ Keep it light, and give them space to engage with you.