Social Media for Event Marketing

image: Today is a good day social media event marketing a presentation by sidneyeve matrix Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.

In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010

at veys s how th surToday all event planners use it, 7 out of 10 successfully. success! well... not so much. source: 2012 survey, 111 respondents by

How do event planners use it?Mostly promotion, not conversation. 87% use social media to promote events 57% to share announcements 29% use it to increase conversations and engagement around the event 23% for branding source: 2012 survey, 111 respondents by

T challenges? opGetting and keeping attention. #1 getting people to respond to invites #2 getting them to pay attention to invites source: research by

proactive, reactive, user-generatedcontent marketingwhat follows is a roundup of tools and ideas to stretch buzz across event envelopes

what’s the top contentthat drives marketing objectives? blogs webinars & virtual events whitepapers & reports videos & UGM source: eMarketer and Focus Research, 2011

hybrid events interactive live broadcast, then available on-demand

instant interactivity, later available on-demand

hybrid events interactive live broadcast, then available on-demand 60K views

social publishing for your whitepapers and reports

social publishing via QR code

social publishing via

creative repurposing: whitepaper to eyecandy branded infographics

visualnicely do ne Julia! content curation

A very pinteresting microsite for an annual corporate meeting.

building anticipationfor the event withpersonalized content

raising the visibility of brand advocates personalization beyond the name badge...would this social recognition resonate with your delegates?

welcome! customizedbuilding anticipation for the event:a personalized campaign designedto stop the "summer melt"

raising the visibility of brand advocates, volunteers, interns...social contests resonate for GenY

image: A. Strakeyto create truly responsive content, we need to do some social media listening eavesdrop on brand conversations

Build a listening station

social media listening

realtime feedback : audience generated content

realtime feedback : audience generated contenttwitterfall

realtime feedback : audience generated content

curating audience generated content

making the ask engagement tool

making the askextension available

making the ask Facebook polling image by: @Doug88888

polling minus thepermission creepwith a little help from photoshop

social media powered pre-‐/ post event surveyscreate buzz before, gather business intelligence afterDo you prefer morning or afternoon sessions?How likely are you to come again?Which of these topics interests you the most?Was your attendance worthwhile?Will you refer others?

ask for photos from past eventsphotosharing

beyond ... ... cross-‐platform publishing

contest microsite

incentivizing people to share event information and the prize? social recognition

user-generated contentdrives engagement

affiliate eople to share marketing incentivizing p event event information 5,334 entries

contests incentivizing people to share your event informationThank you Debbie Laskey for discovering/pinning these contest examples!

geo-‐social networking @ events user-generated content

33% increase foot traffic 100 randomly awarded $5 or $10 gift cardsresults: increased fan base by 600,000 in 1 day

geo-‐social networking @ events

ambient digital discoverability geo-‐social networking @ events

geo-‐social networking @ events social seating

tools for event publicity & promotionthe socialmedia newsrelease

pitching journalists online

social media event listings

increase eventdiscoverability

social media event listings ask speakers to indicate they are “attending”

social media event listings

ask attendees to add event to their social planners

event promotionsave the date integration

on the importance of mobile email optimization if an email received on your mobile device does not display properly, do you: 35% save it to 19% close and view on PC forget about it 49% delete immediatelysource: e-Dialog 2012 Global Research Study, 9,000 respondents

amazing mobile-‐optimized free email templates

provide delegates with a free app to access schedule, exhibitor lists & maps enrich on-site experience and publish event info to virtual attendees

DIY mobile app development -- and its free

event promotion blogger outreachthe exclusivity factor

the quest for influencers“Klout helps us sift through the hordes of bloggers.” ~ PR Pro

the exclusivity factor

“The Klout for conferences.” ~ Techcrunch

behind Klout...Gamification: use of game design techniques and mechanics to enhance non-game contexts achievement badges achievement levels leader boards progress bar virtual currency

gamification engines for event promotion

gamification for event promotion

gamification of charity events

and one last tip: get a cute spokespet well... it *is* the Internet!

image: tannakawhoabout the presenter :Sidneyeve Matrix is a media professorand digital marketing trends analyst.Connect via twitter.com/sidneyeve

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Social Media for Event Marketing

by Sidneyeve Matrix on Aug 23, 2012

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