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Social Media for Event Marketing



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  • 1. 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.
  • 2. In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010
  • 3. 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
  • 4. 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
  • 5. T challenges? opGetting and keeping attention. #1 getting people to respond to invites #2 getting them to pay attention to invites source: research by
  • 6. proactive, reactive, user-generatedcontent  marketingwhat follows is a roundup of tools and ideas to stretch buzz across event envelopes
  • 7. what’s the top contentthat drives marketing objectives? blogs webinars  &  virtual  events whitepapers  &  reports videos  &  UGM source:    eMarketer  and  Focus  Research,  2011
  • 8. hybrid events interactive live broadcast, then available on-demand
  • 9. hybrid events interactive live broadcast, then available on-demand
  • 10. instant interactivity, later available on-demand
  • 11. hybrid events interactive live broadcast, then available on-demand 60K views
  • 12. social  publishing  for  your  whitepapers  and  reports
  • 13. social  publishing  for  your  whitepapers  and  reports
  • 14. social  publishing  via  QR  code
  • 15. kaywa
  • 16. social  publishing  via
  • 17. creative  repurposing:  whitepaper  to  eyecandy branded infographics
  • 18. visualnicely do ne Julia! content  curation
  • 19. A  very  pinteresting  microsite  for   an  annual  corporate  meeting.  
  • 20. building anticipationfor the event withpersonalized content
  • 21. raising  the  visibility  of  brand  advocates personalization beyond the name badge...would this social recognition resonate with your delegates?
  • 22. welcome! customizedbuilding anticipation for the event:a personalized campaign designedto stop the "summer melt"
  • 23. raising the visibility of brand advocates, volunteers, contests resonate for GenY
  • 24. image: A. Strakeyto create truly responsive content, we need to do some social  media  listening eavesdrop  on  brand  conversations
  • 25. Build  a  listening  station
  • 26. social  media  listening
  • 27. realtime  feedback  :  audience generated content
  • 28. realtime  feedback  :   audience generated contenttwitterfall
  • 29. realtime  feedback  :  audience generated content
  • 30. curating audience generated content
  • 31. making the ask engagement tool
  • 32. making the askextension available
  • 33. making the ask Facebook polling image by: @Doug88888
  • 34. polling minus thepermission creepwith  a  little  help  from  photoshop
  • 35. 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?
  • 36. ask  for  photos  from  past  eventsphotosharing
  • 37. beyond                                                ...      ...  cross-­‐platform  publishing
  • 38. contest microsite
  • 39. incentivizing  people  to  share  event  information and  the  prize?  social  recognition
  • 40. user-generated contentdrives engagement
  • 41. affiliate  eople  to  share  marketing incentivizing  p event   event  information 5,334 entries
  • 42. contests incentivizing  people  to  share   your  event  informationThank you Debbie Laskey for discovering/pinning these contest examples!
  • 43. geo-­‐social  networking  @  events user-generated content
  • 44. 33% increase foot traffic 100 randomly awarded $5 or $10 gift cardsresults: increased fan base by 600,000 in 1 day
  • 45. geo-­‐social  networking  @  events
  • 46. ambient digital discoverability geo-­‐social  networking  @  events
  • 47. geo-­‐social  networking  @  events social  seating
  • 48. tools for event publicity & promotionthe socialmedia newsrelease
  • 49. pitching journalists online
  • 50. social media event listings
  • 51. increase eventdiscoverability
  • 52. social media event listings ask  speakers  to   indicate  they  are   “attending”
  • 53. social  media  event  listings
  • 54. ask  attendees  to  add  event  to  their   social  planners
  • 55. event promotionsave  the  date integration
  • 56. 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
  • 57. amazing  mobile-­‐optimized  free  email  templates
  • 58. provide  delegates  with  a  free  app  to  access  schedule,  exhibitor  lists  &  maps enrich on-site experience and publish event info to virtual attendees
  • 59. DIY mobile app development -- and its free
  • 60. event promotion blogger  outreachthe exclusivity factor
  • 61. the quest for influencers“Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro
  • 62. the exclusivity factor
  • 63. “The  Klout  for  conferences.”  ~  Techcrunch
  • 64. 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
  • 65. gamification  engines  for  event  promotion
  • 66. gamification  for  event  promotion
  • 67. gamification  of  charity  events
  • 68. and one last tip: get  a  cute  spokespet well... it *is* the Internet!
  • 69. image: tannakawhoabout  the  presenter  :Sidneyeve Matrix is a media professorand digital marketing trends analyst.Connect via