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?”
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?
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
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
Break through the noise 1 Create a steady stream of content 2 Stage timing to keep their interest 3 Make each post unique & compelling
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
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?
Promotional Foundation How do you know if your invites did their job? Invitees share in Social Media
3 weeks: 5 weeks: Reminder, speaker info & discountsPersonal email invites 1 week: Don’t miss email with social media.
Use shareworthycontent:-Showcase speakers andrelated content-Feature reviews from pastevents-Use the words thatattendees use, not internaljargon Design for sharing and search
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 and likes
Facebook+ Events = SuccessConsider a custom landing page to promote your event
Photos and Video Share materials Share via Mobile During Event - LiveUpdates Facebook
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
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
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/
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
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.
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
• 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?
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
Next Steps: 1 See how event marketing works in a live tour from Constant Contact: http://conta.cc/EasyEvents 2 Learn how to leverage inbound marketing to promote your events with HubSpot: www.HubSpot.com/demo