How to Excel at Event Marketing
Housekeeping notes     Slides & recording will be sent after the 1   webinar     Interact with us using the Questions pane...
Meet today‟s speakers:Heidi Tobias                                            Maggie GeorgievaSenior Manager of Distance L...
Challenge            Image credit: Digitalnative
Top 3 challenges 1   Getting people to respond to invites 2   Getting people to pay attention to invites 3   Minimizing no...
WHAT DO YOUAND YOURATTENDEESWANT?
What do you want to accomplish?  Your why for having an event determines: 1   Type and content 2   Desired result 3   How ...
What doattendeeswant?
Learn what attendees desire: 1   What of our past events have you attended? 2   Why do you attend events? 3   What types o...
Top 3 things attendees want:  1   What is in it for me?  2   Why would I want to attend?  3   What topics/trends drive a r...
Event success     Event organizers wanted:     • Increase attendees to events     • Update perception of chapter     • Fun...
Event successWhat organizers achieved:•    7,800 attendees•    250 volunteers•    Profit of $150,000•    Increased engagem...
BREAKTHROUGH THENOISE –PROMOTIONALFOUNDATIONS
Break through the noise 1   Create objectives for you and your attendees 2   Identify the right people and ways to promote...
Break through the noise                  • People new and familiar                  with you?                  • What make...
Where do theylook for info?
Break through the noise   1   Create a steady stream of content       Stage timing to keep their   2   interest   3   Make...
Promotional FoundationStart with those who know youand love you- Email Invites!• Branding is important   •   79% of respon...
Engage with Video in   Today, 71% of the U.S. online                          audience watches video on theEmail Invites  ...
Promotional Foundation                  How do you know if your invites did their job?                           Invitees ...
5 weeks:                                         3 weeks:                                                 Reminder feat. s...
Use shareworthycontent:-Showcase speakers andrelated content-Feature reviews from pastevents-Use the words thatattendees u...
WHAT AREYOUR PROMOCHANNELS?
EggsFlour        ButterSugar  Chocolate                   Milk                          Image credit: sassyradish
BlogEmail       Social       Media                           PromotionPaid  Referrals          Other                   Cam...
BuildRegistration  Page
What to Include on your Landing Page:  1   Compelling copy and images  2   Speaker info  3   Bullet points  4   Social med...
Create a Call-  to-Action
EmailCommunity
Create aBlog Post
Don„tForget!
CreateVideo
Write PressRelease
Use Ads
Post onSocialMedia
SOCIAL MEDIA +EVENTS=SUCCESS WHATAND HOW ITWORKS
Social Media + Events = Success       A tool is not a strategy. Strategy is about communication and       conversation    ...
Social Media + Events = Success Use communications on social networks to create awareness and enthusiasm to attend
Facebook + Events= Success 1   Register right from Facebook 2   Talk with and respond to questions 3   Encourage comments ...
Facebook+ Events = SuccessConsider a custom landing page to promote your event
Photos                                and                               Video           Share          materials          ...
Twitter+ Events = Success  Use Twitter to create a place online for conversations about the event• Create and use a  #hash...
Twitter + At Events= Success  1   Attendees tweet using #hashtag  2   Live feed of photos & videos  3   Add their handles ...
LinkedIn + Events = Success Join LinkedIn Groups  Join Groups where the   people you want to attend   participate.  Can‟...
LinkedIn + Events = Success Promote your event in your profile and on your updates                       Invite your      ...
YouTube + Events = Success                 Create a strong desire to attend with                 a video                 P...
Mobile + Events = Success                                            Do you have a Foursquare venue?                     ...
• Watch how many and who                                  has checked in                                • Review comments,...
Mobile + Events = Success Consider using QR Codes to keep the interaction going    Direct to web-based event     informat...
POST-EVENT &FOLLOW-UP
Image credit: s.alt
Post-Event Activities: 1   Archive Event Materials 2   Distribute Archives 3   Collect Feedback 4   Promote Next Event
Post-Event Activities: 1   Archive Event Materials
Archives Matter
Archives
Post-Event Activities: 2   Distribute Archives
Distribution
Post onWebsite
“Get all the           Emailslides, handouts and   Folkseven the Flickr
Announceon Twitter
Photos onFacebook
SlideShare             YouTube             Other             Sites              Flickr
Post-Event Activities: 3   Collect Feedback
Photo Credit Dunbar Gardens :                                 Collect                                Insights
LaunchSurvey
What to Ask in a Survey:1   Were you satisfied with the content?2   How likely are you to come again?3   Will you refer ot...
Facebook  Poll
Review Twitter  Hashtag
Coverage
Post-Event Activities: 4   Promote Next Event
“Check out the list of   Call-to-existing groups…”        Action
Calendar
Save the  URL
Next Steps:     See how event marketing works in a live tour 1   from Constant Contact:     http://conta.cc/EasyEvents 2  ...
THANK YOU
Q&A
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How to excel at event marketing with social media

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Learn how to take event marketing programs to the next level, leveraging social media to maximize the impact of all event efforts--from planning and promotion, to execution and follow-up. This presentation from Constant Contact and HubSpot explores:
• Where to promote events to increase registration
• How to inject social media marketing into events
• How to brand an event for maximum exposure
• What to include in the event follow-up

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  • The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
  • The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
  • Determine the ultimate purpose of the event and why are you hostingEstablish/increase customer loyalty? Attract new customers/followers? Increase sales or leads?The what determines why and how of the event:Type of event Right contentAction do you want from attendeesHow to measure event’s Return on Investment
  • Are you not sure? Listen and Ask! Listen to learn what the audience you want considers valuableEngage in conversations in social mediaRead their blogs and the ones they readListen for what topics are popularAsk for information you are missingShort surveyFacebook QuestionAsk interested people via TwitterAsk the uncomfortable question about a previous event:“What didn’t you like about our last event?”
  • What is in it for me? The tangible benefit for spending my time/moneyWhat motivates attendee participation?Learn something that makes a impactNetworkingMaking a differenceCreate a Top 3 attendee take-away listAfter this event you will……IncludeTopics/trends they are passionate about from your listeningContent driven from responses to questions
  • Create objectives for your event Your objectiveAttendee objectiveIdentify the right people and ways to promote your eventMonitor the sentiment of about your event before, during and after the eventUse this information to make your next event rock
  • People new and familiar with youWhat makes them the same/different?Demographic, Psychographic, Industry, GeographyInfluence in networks (local and social)
  • Where do they look for information about events?Search Engines- their words not yoursSocial Media charged “Word of Mouth”Local calendar listings, local media outlets (wickedlocal.com, craigslist.org)List in your own event calendar on your siteInvites shared by friends
  • Plan what to say, when and whereYou want to create a steady stream of content that people will consume and share on and across their social networksEach post should be unique, compelling and offer value in attendees’ eyesMany great things about your event so, stagger your promotional contentMap your promotional path making your event as the end destination
  • Do your invites do more than ask people to come?Engage with videoIncrease interestImprove attendance
  • Expand reach through social mediaLeverage tools for readers and yourself to share!Customize the message for each site Include an image Unique message for Facebook, Twitter and LinkedIn Ask those you email to share. Start the buzz!
  • Sending Save the Dates and RemindersHow many days/hours of notice and registration time do they need?5-6 weeks before the event: personalized invite “announcement”3 weeks before: Send email “reminder”Include new offer/special discountsFeature any special guests who are attending2 days before: Send final “don’t miss” email with date/time/locationTipsEngage with videoIncrease interestImprove attendance
  • Built-in Promotions with social media and Search Engine OptimizationHelp your event be found in online searches by using keywordsTalk About ContentList the sessions offered/AgendaLink to guest speaker bios, websites, book reviews Showcase new products or servicesEnable InteractionMore people who are engaging the more the search engines will find you.Feature testimonials of former attendees Create and update a “What’s New” sectionDisplay pictures from past events or featured speakersProvide contact information and best way to connectTips:-Keep your branding consistent-Make the page easy to share and be found in Social Media-Use the words that attendees use, not internal jargon
  • All ingredients matter in order to accomplish something delicious.
  • It is the same way in marketing. All marketing channels play a role in the effective promotion of an offer.
  • Everything you need is already in hubspot
  • Everything you need is already in hubspot
  • So you will start with having a solid offer and the landing page for that offer.
  • So you will start with having a solid offer and the landing page for that offer.
  • So you will start with having a solid offer and the landing page for that offer.
  • So you will start with having a solid offer and the landing page for that offer.
  • Everything you need is already in hubspot
  • So you will start with having a solid offer and the landing page for that offer.
  • A promotional social media strategy containsClearly defined goalsLeverage networks of participants (speakers & attendees)Measurement of success Remember that a tool is not a strategy; Strategy is about the communication and the conversation.
  • Promote your event details on Facebook as well as your event homepage.Register attendees from your Facebook page anytime. Talk with registrants on Facebook – let them comment or “like” your posts.Share the details of your event on Facebook and respond to questions.
  • During the eventUse live updates to mention booth contests, fun activities and share picturesIn each post, share any links or materials of the guest speakersInclude pictures of any guest speakers or attendeesEncourage attendees to share or comment during the event on Facebook via mobile
  • Create a #hashtag for the eventThank 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 siteAnnounce who’s attending and include their Twitter handleTweet information about topics that will be discussed
  • During the eventEncourage attendees to tweet about what they are experiencing during the event – use event #hashtagPeople who are interested but not there can follow theTwitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like TwitpicAdd 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
  • Join LinkedIn GroupsWhat Groups should you be in? Join Groups where your potential attendees areMembersIndustryTopicIf no group exists, consider creating a LinkedIn Group and start the conversationBe active in the group, do not just use it for event promotionAsk questions in the groupFollow up with those who postedAnswer questions asked of you
  • Promote your event in your profile and on your updatesInclude a link to the event websiteProve the value of attending by sharing information about event topics and speakers. Invite your connections in LinkedInProvide 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 inProvide information to attend and other content related to event
  • Watch how many and who has checked inKnow when the people you want to connect with have arrivedWatch the comments, tips and to do’s left by attendees Gain a clear understanding of what popular/trending in your eventWatch for instant feedbackNegative comments about the foodProblems with the facility
  • That offer can keep nurturing your existing prospects and converting new leads for you. It keeps feeding educational resources to whoever is searching for them.
  • Share images and videos from the event.Ask people to tag themselves “are you in our photo album?”
  • Launch a survey
  • Include a link to a post-event poll or use Facebook
  • Review the comments via Twitter about your event by searching under the event #hashtag.
  • Set up Google alerts and collect the reviews and posts published about the event
  • SEO authority that you have accumulated from using a website URL.As David Meerman Scott notes, "the search engine optimization of doing some of these things helps out really well for promoting next year's conference."
  • How to excel at event marketing with social media

    1. 1. How to Excel at Event Marketing
    2. 2. Housekeeping notes Slides & recording will be sent after the 1 webinar Interact with us using the Questions pane 2 here or on Twitter 3 Twitter hashtag: #SocialEvents 4 Have fun!
    3. 3. Meet today‟s speakers:Heidi Tobias Maggie GeorgievaSenior Manager of Distance Learning, Constant Contact Inbound Marketing Manager, HubSpot@htoby @mgieva
    4. 4. Challenge Image credit: Digitalnative
    5. 5. Top 3 challenges 1 Getting people to respond to invites 2 Getting people to pay attention to invites 3 Minimizing no showsChallenge
    6. 6. WHAT DO YOUAND YOURATTENDEESWANT?
    7. 7. What do you want to accomplish? Your why for having an event determines: 1 Type and content 2 Desired result 3 How to measure ROI
    8. 8. What doattendeeswant?
    9. 9. Learn what attendees desire: 1 What of our past events have you attended? 2 Why do you attend events? 3 What types of events interest you? 4 What social media tools do you use? Ask the uncomfortable question about a previous event: “What didn’t you like about our last event?”
    10. 10. Top 3 things attendees want: 1 What is in it for me? 2 Why would I want to attend? 3 What topics/trends drive a response?
    11. 11. Event success 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” event11
    12. 12. Event successWhat organizers achieved:• 7,800 attendees• 250 volunteers• Profit of $150,000• Increased engagementWhat attendees received:• A good time and doing something good• New wines and a way to be involved• Motivation & resources for next event12
    13. 13. BREAKTHROUGH THENOISE –PROMOTIONALFOUNDATIONS
    14. 14. Break through the noise 1 Create objectives for you and your attendees 2 Identify the right people and ways to promote 3 Monitor before, during & after 4 Use this info to make next event rock
    15. 15. Break through the noise • People new and familiar with you? • What makes them the same/ different? • Influence in networks (local and social)? Ideal Attendee
    16. 16. Where do theylook for info?
    17. 17. Break through the noise 1 Create a steady stream of content Stage timing to keep their 2 interest 3 Make each post unique & compelling
    18. 18. Promotional FoundationStart with those who know youand love you- Email Invites!• Branding is important • 79% of respondents said they hit the "report spam" button when they dont 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 79% hit the "report each recipient spam" button when• Provide event details they dont know who the sender is.-Email Sender and Provider Coalition
    19. 19. Engage with Video in Today, 71% of the U.S. online audience watches video on theEmail Invites 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 Do your invites do more than just ask people to come?
    20. 20. Promotional Foundation How do you know if your invites did their job? Invitees share in Social Media
    21. 21. 5 weeks: 3 weeks: Reminder feat. speaPersonal email invites info & discounts 3 weeks: Don‟t miss email with social media.
    22. 22. Use shareworthycontent:-Showcase speakers andrelated content-Feature reviews from pastevents-Use the words thatattendees use, not internaljargon Design for sharing and search
    23. 23. WHAT AREYOUR PROMOCHANNELS?
    24. 24. EggsFlour ButterSugar Chocolate Milk Image credit: sassyradish
    25. 25. BlogEmail Social Media PromotionPaid Referrals Other Campaigns
    26. 26. BuildRegistration Page
    27. 27. What to Include on your Landing Page: 1 Compelling copy and images 2 Speaker info 3 Bullet points 4 Social media sharing links
    28. 28. Create a Call- to-Action
    29. 29. EmailCommunity
    30. 30. Create aBlog Post
    31. 31. Don„tForget!
    32. 32. CreateVideo
    33. 33. Write PressRelease
    34. 34. Use Ads
    35. 35. Post onSocialMedia
    36. 36. SOCIAL MEDIA +EVENTS=SUCCESS WHATAND HOW ITWORKS
    37. 37. 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 Communication What will the event be Tools about? Social Networks Who will be there? YouTube Video Why is the event important? Location-based apps Conversation Email “Do not miss it!” “At this year‟s event…” “Hear them speak…”Copyright © 2011 Constant Contact, Inc.37
    38. 38. Social Media + Events = Success Use communications on social networks to create awareness and enthusiasm to attend
    39. 39. Facebook + Events= Success 1 Register right from Facebook 2 Talk with and respond to questions 3 Encourage comments and likes
    40. 40. Facebook+ Events = SuccessConsider a custom landing page to promote your event
    41. 41. Photos and Video Share materials Share via Mobile LiveUpdates During Event - Facebook
    42. 42. Twitter+ Events = Success Use Twitter to create a place online for conversations about the event• 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
    43. 43. Twitter + At Events= Success 1 Attendees tweet using #hashtag 2 Live feed of photos & videos 3 Add their handles to name tags Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
    44. 44. 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/
    45. 45. 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
    46. 46. 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.
    47. 47. 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
    48. 48. • Watch how many and who has checked in • Review comments, tips and to do‟s left by attendees • Watch for instant feedbackReal information in real time – Negative comments about the food – Problems with the facility How can you use mobile at the event?
    49. 49. Mobile + Events = Success Consider using QR Codes to keep the interaction going  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 How do I build? -http://bit.ly/ Add- .qr at end of shortened url  Direct access to Facebook event QR Code information http://www.socialquickstarter.com
    50. 50. POST-EVENT &FOLLOW-UP
    51. 51. Image credit: s.alt
    52. 52. Post-Event Activities: 1 Archive Event Materials 2 Distribute Archives 3 Collect Feedback 4 Promote Next Event
    53. 53. Post-Event Activities: 1 Archive Event Materials
    54. 54. Archives Matter
    55. 55. Archives
    56. 56. Post-Event Activities: 2 Distribute Archives
    57. 57. Distribution
    58. 58. Post onWebsite
    59. 59. “Get all the Emailslides, handouts and Folkseven the Flickr
    60. 60. Announceon Twitter
    61. 61. Photos onFacebook
    62. 62. SlideShare YouTube Other Sites Flickr
    63. 63. Post-Event Activities: 3 Collect Feedback
    64. 64. Photo Credit Dunbar Gardens : Collect Insights
    65. 65. LaunchSurvey
    66. 66. What to Ask in a Survey:1 Were you satisfied with the content?2 How likely are you to come again?3 Will you refer others? What did you like or not like4 about the event?
    67. 67. Facebook Poll
    68. 68. Review Twitter Hashtag
    69. 69. Coverage
    70. 70. Post-Event Activities: 4 Promote Next Event
    71. 71. “Check out the list of Call-to-existing groups…” Action
    72. 72. Calendar
    73. 73. Save the URL
    74. 74. Next Steps: See how event marketing works in a live tour 1 from Constant Contact: http://conta.cc/EasyEvents 2 Learn how to leverage inbound marketing to promote your events with HubSpot: www.HubSpot.com/demo
    75. 75. THANK YOU
    76. 76. Q&A
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