image: Today is a good day     social media event marketing                                                               ...
In 2010, 6 out of 10 event planners were unlikely to use social tools.       source: Constant Contact survey, 931 responde...
at            veys s how th      surToday all event planners use it,    7 out of 10 successfully.                  success...
How do event planners use it?Mostly promotion, not conversation.        87% use social media to promote events        57% ...
T challenges?         opGetting and keeping attention. #1 getting people to respond to invites #2 getting them to pay atte...
proactive, reactive, user-generatedcontent	  marketingwhat follows is a roundup of tools and ideas  to stretch buzz across...
what’s the top contentthat drives marketing objectives?                  blogs                  webinars	  &	  virtual	  e...
hybrid events   interactive live broadcast,                then available on-demand
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	  for	  your	  whitepapers	  and	  reports
social	  publishing	  via	  QR	  code
kaywa
social	  publishing	  via
creative	  repurposing:	  whitepaper	  to	  eyecandy                              branded                             info...
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 recognit...
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	  ...
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	...
ask	  for	  photos	  from	  past	  eventsphotosharing
beyond	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  ...	  	  	  ...	  cross-­‐platform	  publish...
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	                                ...
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 prope...
amazing	  mobile-­‐optimized	  free	  email	  templates
provide	  delegates	  with	  a	  free	  app	  to	  access	  schedule,	  exhibitor	  lists	  &	  maps    enrich on-site exp...
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           ...
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.Conn...
Social Media for Event Marketing
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Social Media for Event Marketing

  1. 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. 2. In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010
  3. 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. 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. 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. 6. proactive, reactive, user-generatedcontent  marketingwhat follows is a roundup of tools and ideas to stretch buzz across event envelopes
  7. 7. what’s the top contentthat drives marketing objectives? blogs webinars  &  virtual  events whitepapers  &  reports videos  &  UGM source:    eMarketer  and  Focus  Research,  2011
  8. 8. hybrid events interactive live broadcast, then available on-demand
  9. 9. hybrid events interactive live broadcast, then available on-demand
  10. 10. instant interactivity, later available on-demand
  11. 11. hybrid events interactive live broadcast, then available on-demand 60K views
  12. 12. social  publishing  for  your  whitepapers  and  reports
  13. 13. social  publishing  for  your  whitepapers  and  reports
  14. 14. social  publishing  via  QR  code
  15. 15. kaywa
  16. 16. social  publishing  via
  17. 17. creative  repurposing:  whitepaper  to  eyecandy branded infographics
  18. 18. visualnicely do ne Julia! content  curation
  19. 19. A  very  pinteresting  microsite  for   an  annual  corporate  meeting.  
  20. 20. building anticipationfor the event withpersonalized content
  21. 21. raising  the  visibility  of  brand  advocates personalization beyond the name badge...would this social recognition resonate with your delegates?
  22. 22. welcome! customizedbuilding anticipation for the event:a personalized campaign designedto stop the "summer melt"
  23. 23. raising the visibility of brand advocates, volunteers, interns...social contests resonate for GenY
  24. 24. image: A. Strakeyto create truly responsive content, we need to do some social  media  listening eavesdrop  on  brand  conversations
  25. 25. Build  a  listening  station
  26. 26. social  media  listening
  27. 27. realtime  feedback  :  audience generated content
  28. 28. realtime  feedback  :   audience generated contenttwitterfall
  29. 29. realtime  feedback  :  audience generated content
  30. 30. curating audience generated content
  31. 31. making the ask engagement tool
  32. 32. making the askextension available
  33. 33. making the ask Facebook polling image by: @Doug88888
  34. 34. polling minus thepermission creepwith  a  little  help  from  photoshop
  35. 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. 36. ask  for  photos  from  past  eventsphotosharing
  37. 37. beyond                                                ...      ...  cross-­‐platform  publishing
  38. 38. contest microsite
  39. 39. incentivizing  people  to  share  event  information and  the  prize?  social  recognition
  40. 40. user-generated contentdrives engagement
  41. 41. affiliate  eople  to  share  marketing incentivizing  p event   event  information 5,334 entries
  42. 42. contests incentivizing  people  to  share   your  event  informationThank you Debbie Laskey for discovering/pinning these contest examples!
  43. 43. geo-­‐social  networking  @  events user-generated content
  44. 44. 33% increase foot traffic 100 randomly awarded $5 or $10 gift cardsresults: increased fan base by 600,000 in 1 day
  45. 45. geo-­‐social  networking  @  events
  46. 46. ambient digital discoverability geo-­‐social  networking  @  events
  47. 47. geo-­‐social  networking  @  events social  seating
  48. 48. tools for event publicity & promotionthe socialmedia newsrelease
  49. 49. pitching journalists online
  50. 50. social media event listings
  51. 51. increase eventdiscoverability
  52. 52. social media event listings ask  speakers  to   indicate  they  are   “attending”
  53. 53. social  media  event  listings
  54. 54. ask  attendees  to  add  event  to  their   social  planners
  55. 55. event promotionsave  the  date integration
  56. 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. 57. amazing  mobile-­‐optimized  free  email  templates
  58. 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. 59. DIY mobile app development -- and its free
  60. 60. event promotion blogger  outreachthe exclusivity factor
  61. 61. the quest for influencers“Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro
  62. 62. the exclusivity factor
  63. 63. “The  Klout  for  conferences.”  ~  Techcrunch
  64. 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. 65. gamification  engines  for  event  promotion
  66. 66. gamification  for  event  promotion
  67. 67. gamification  of  charity  events
  68. 68. and one last tip: get  a  cute  spokespet well... it *is* the Internet!
  69. 69. image: tannakawhoabout  the  presenter  :Sidneyeve Matrix is a media professorand digital marketing trends analyst.Connect via twitter.com/sidneyeve

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