how	
  to	
  promote	
  your	
  event	
  using
DIGITAL MARKETING
Plisskën	
  Fes+val	
  @	
  The	
  Lab	
  
13	
  May	
  2...
But...	
  before	
  we	
  get	
  started...	
  
!  Who	
  am	
  I?	
  
	
  
!  Basic	
  Concepts	
  
	
  
!  Event	
  Prom...
George	
  Anagnostopoulos	
  
§  Digital	
  Content	
  Creator	
  since	
  1994	
  in	
  the	
  first	
  Greek	
  web-­‐zi...
socialab	
  
§  Socialab	
  offers	
  a	
  wide	
  range	
  of	
  digital	
  markeHng	
  services:	
  	
  
web,	
  social,...
Clients	
  
CredenHals:	
  The	
  blog	
  
We	
  run	
  Suit,	
  the	
  #1	
  website	
  for	
  Digital	
  MarkeHng	
  news	
  and	
  ...
CredenHals:	
  The	
  group	
  
We	
  own	
  the	
  biggest	
  Greek	
  group	
  on	
  digital	
  markeHng	
  on	
  
Linke...
CredenHals:	
  Media	
  
Academic:	
  
§  ALBA	
  (MSc	
  &	
  ExeD)	
  
2014	
  (on-­‐going)	
  
§  Panteios	
  (Media	
  dept)	
  	
  
2013	
  ...
Relevant	
  experience:	
  PromoHon	
  &	
  Live	
  Support	
  for	
  the	
  STR8	
  Muzic	
  Fest,	
  a	
  
concert	
  of...
Terminology	
  
Display	
  “ ”
Banners	
  
Terminology	
  
Banner	
  blindness	
  “ ”
Users	
  not	
  noHcing	
  ads,	
  even	
  though	
  they	
  are	
  being	
  di...
Terminology	
  
Rich	
  media	
  “ ”
Audio,	
  Video,	
  AnimaHon.	
  Also	
  Expandable	
  baners.	
  
Terminology	
  
Funnel	
  “ ”
The	
  process	
  from	
  making	
  a	
  stranger	
  your	
  customer	
  
Terminology	
  
Click	
  “ ”
The	
  way	
  customers	
  go	
  from	
  one	
  stage	
  to	
  the	
  next	
  in	
  a	
  funn...
Terminology	
  
Visit	
  “ ”
The	
  difference	
  between	
  visits,	
  unique	
  visitors,	
  pageviews,	
  hits.	
  
Terminology	
  
URL	
  or	
  URI	
  “ ”
The	
  web	
  address	
  of	
  something.	
  
(e.g.	
  h'p://www.suit.gr/tag/faceb...
Terminology	
  
Conversion	
  “ ”
ConverHng	
  users	
  from	
  one	
  stage	
  of	
  the	
  funnel	
  to	
  the	
  next	
...
Terminology	
  
On-­‐Demand	
  “ ”
Asynchronous	
  communicaHon.	
  
	
  
Personal	
  story:	
  I	
  don’t	
  like	
  rece...
Terminology	
  
Campaign	
  “ ”
Series	
  of	
  ads	
  under	
  the	
  same	
  umbrella.	
  In	
  digital,	
  Hme	
  is	
 ...
Terminology	
  
CTR	
  “ ”
Click-­‐through	
  rate.	
  
	
  
20	
  years	
  ago	
  banner	
  CTR	
  was	
  44%,	
  now	
  ...
Terminology	
  
Cookie	
  “ ”
Small	
  text	
  file	
  on	
  user’s	
  device	
  that	
  enables	
  tracking.	
  
Terminology	
  
Social	
  “ ”
Social	
  Media:	
  Facebook,	
  Twider,	
  LinkedIn,	
  Google+	
  and	
  more.	
  
Terminology	
  
Search	
  “ ”
SEM	
  Comes	
  in	
  two	
  flavors:	
  SEO	
  &	
  PPC	
  	
  
(which	
  is	
  someHmes	
  ...
Terminology	
  
PPC	
  “ ”
Pay	
  Per	
  Click	
  
Terminology	
  
AnalyHcs	
  “ ”
Any	
  system	
  that	
  tracks	
  and	
  measures.	
  
Terminology	
  
FFF	
  “ ”
Fans	
  /	
  Friends	
  /	
  Followers	
  
(not	
  used	
  really)	
  
Terminology	
  
FOAF	
  “ ”
Friend	
  of	
  a	
  Friend	
  
(used	
  in	
  WoMM)	
  
Terminology	
  
WoMM	
  “ ”
Word	
  of	
  Mouth	
  MarkeHng	
  
Terminology	
  
Blog	
  “ ”
Web	
  log	
  that	
  one	
  or	
  more	
  users	
  updates	
  with	
  content	
  
Terminology	
  
Forum	
  “ ”
A	
  discussion	
  area	
  or	
  community.	
  
Plural:	
  Fora.	
  
Terminology	
  
Hashtag	
  “ ”
#pounasouleo	
  
Used	
  in	
  Events,	
  or	
  jokingly.	
  
Started	
  in	
  Twider,	
  e...
Terminology	
  
Android	
  	
  
vs.	
  iOS	
  
“ ”
Latest	
  US	
  stats:	
  52%	
  Android,	
  42%	
  iOS,	
  6%	
  rest	...
Terminology	
  
Organic	
  	
  
vs.	
  Paid	
  
“ ”
Geung	
  seen	
  for	
  free;	
  and	
  not	
  for	
  free.	
  
Terminology	
  
Impression	
  “ ”
Loading	
  of	
  an	
  ad	
  in	
  a	
  web	
  page.	
  
Times	
  an	
  ad	
  was	
  dis...
Terminology	
  
CPM	
  “ ”
Cost	
  Per	
  Thousand	
  (Mille)	
  
Terminology	
  
CPC	
  “ ”
Cost	
  Per	
  Click	
  
Terminology	
  
CPA	
  “ ”
Cost	
  Per	
  AcquisiHon	
  
(Sale,	
  Lead,	
  RegistraHon	
  etc.)	
  
Terminology	
  
RetargeHng	
  
RemarkeHng	
  
“ ”
When	
  an	
  ad	
  follows	
  a	
  user,	
  usually	
  because	
  they	...
Terminology	
  
Split	
  TesHng	
  “ ”
Making	
  big	
  or	
  small	
  changes	
  on	
  a	
  webpage	
  to	
  see	
  what	...
Terminology	
  
AdenHon	
  “ ”
The	
  currency	
  of	
  digital	
  markeHng	
  
Terminology	
  
ADD	
  “ ”
AdenHon	
  Deficit	
  Disorder.	
  Actual	
  psychiatric	
  disorder,	
  used	
  to	
  describe	...
Terminology	
  
Landing	
  page	
  “ ”
The	
  page	
  users	
  see	
  awer	
  clicking	
  on	
  an	
  ad	
  or	
  link.	
  
Terminology	
  
Link	
  building	
  “ ”
CulHvaHon	
  of	
  links	
  poinHng	
  to	
  a	
  website.	
  
Used	
  for	
  SEO	...
Terminology	
  
Keywords	
  “ ”
Words	
  or	
  phrases	
  for	
  Search.	
  
Terminology	
  
Tweet	
  “ ”
Single	
  post	
  on	
  Twider,	
  up	
  to	
  140	
  characters	
  in	
  length.	
  
Picture...
Terminology	
  
Permission	
  based	
  “ ”
The	
  only	
  right	
  way	
  to	
  communicate.	
  
The	
  opposite	
  of	
  ...
Don’t	
  tell	
  your	
  story	
  in	
  
2014	
  like	
  it’s	
  2007.	
  
	
  
	
  
Let’s	
  see	
  what	
  we	
  can	
  ...
When	
  to	
  do	
  it?	
  
Remember	
  to	
  stay	
  on	
  target.	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	...
3	
  categories	
  of	
  digital	
  media	
  
Paid
Social Ads,
Display
Advertising,
SEM/PPC,
Sponsored Posts
Owned
Website, Mobile,
Microsites,
Social Media
Accounts &
...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
 ...
If	
  this	
  is	
  your	
  first	
  Hme	
  organizing	
  
your	
  event,	
  then	
  you	
  probably	
  think	
  
you	
  ha...
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Display	
  Adver+sing:	
  Banners	
  	
  
	
  
If	
  you	
  can...
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Main	
  ways	
  for	
  people	
  to	
  see	
  your	
  page	
  o...
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Main	
  ways	
  for	
  people	
  to	
  see	
  your	
  event	
  ...
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Main	
  ways	
  for	
  people	
  to	
  see	
  your	
  event	
  ...
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Reach	
  out:	
  	
  
	
  
•  CommuniHes:	
  
•  Music	
  Commu...
How	
  do	
  people	
  buy	
  +ckets	
  for	
  
your	
  event?	
   Can	
  you	
  get	
  affiliates?	
  	
  
	
  
How	
  do	
  people	
  buy	
  +ckets	
  for	
  
your	
  event?	
   Don’t	
  forget	
  the	
  #1	
  conversion	
  medium:	
...
You	
  need	
  to	
  make	
  it	
  all	
  come	
  together	
  
in	
  such	
  a	
  way	
  that	
  it	
  will	
  make	
  sen...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
 ...
Your	
  audience	
  will	
  want	
  to	
  	
  
share	
  the	
  experience	
  
...	
  so	
  make	
  sure	
  you	
  add	
  a	
  map	
  that	
  people	
  can	
  look	
  for	
  online	
  in	
  one	
  clic...
A	
  	
  
Don’t	
  forget	
  to	
  allow	
  people	
  to	
  check	
  things	
  last-­‐minute	
  
Add	
  a	
  photobooth	
  
Add	
  a	
  photobooth	
  
Add	
  a	
  VIP	
  backwall	
  
The	
  #1	
  way	
  for	
  people	
  to	
  discover	
  other	
  people	
  in	
  your	
  event	
  and	
  to	
  
beder	
  fin...
Live	
  stream	
  it!	
  
(If	
  you	
  really	
  need	
  to)	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
 ...
Your	
  first	
  move	
  is	
  to	
  gather	
  up	
  the	
  materials	
  
from	
  all	
  your	
  sources:	
  
»  Photobooth...
Make	
  sure	
  that	
  everybody	
  has	
  access	
  to	
  the	
  
content:	
  
»  Photographs	
  
»  Videos	
  
»  Backs...
Make	
  sure	
  you	
  let	
  your	
  close	
  
stakeholders:	
  
•  Press	
  
•  Bloggers	
  
•  VIPs	
  
•  Your	
  own	...
Time	
  to	
  measure	
  your	
  success	
  
How	
  do	
  people	
  find	
  out	
  about	
  
events?	
   Save	
  your	
  resources:	
  	
  
	
  
Make	
  sure	
  you	
  ...
 
What’s Your Message?
Feel	
  free	
  to	
  add	
  me:	
  
facebook.com/george123	
  
LinkedIn.com/in/Anagnostopoulos	
  ...
How to promote your concert
How to promote your concert
How to promote your concert
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How to promote your concert

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Our presentation for the The Lab of the Plissken Festival on 13 May 2014 that answers the question: "How to promote your music concert"

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Transcript of "How to promote your concert"

  1. 1. how  to  promote  your  event  using DIGITAL MARKETING Plisskën  Fes+val  @  The  Lab   13  May  2014  @  ΕΔΩ   socialab
  2. 2. But...  before  we  get  started...   !  Who  am  I?     !  Basic  Concepts     !  Event  PromoHon  
  3. 3. George  Anagnostopoulos   §  Digital  Content  Creator  since  1994  in  the  first  Greek  web-­‐zine.   §  Digital  Marketer  since  1999,  in  a  dot-­‐com  in  the  UK.   §  Search  MarkeHng  since  2002   §  Blogger  since  2004   §  Mobile  MarkeHng  since  2006   §  Social  Media  MarkeHng  since  2009   §  Judge  at  Ermis  Awards  -­‐  Digital   §  Has  worked  with  50+  brands  in  the  last  13  years.  
  4. 4. socialab   §  Socialab  offers  a  wide  range  of  digital  markeHng  services:     web,  social,  search,  display,  mobile  &  affiliate.   §  Socialab  is  reliable.  We’ve  been  working  with  brands  directly,  as   well  as  through  other  agencies  who  appreciate  our  consistently   good  quality  of  work.   §  We’ve  earned  both  Awards  and  Recogni+on  for     our  work.  But,  most  of  all,  we’ve  won  our  clients’     hearts,  because  we  always  bring  Results.   §  We  maintain  the  first  and  most  popular  Greek  website   about  digital  markeHng  news  &  Hps,  suit.gr,  that  educates   marketers  and  also  promotes  our  work  in  the  last  4  years.   §  We  also  manage  the  biggest  group  for  digital     markeHng  on  LinkedIn  with  more  than  3,000     members,  most  of  which  are  in  markeHng  or  adverHsing.  
  5. 5. Clients  
  6. 6. CredenHals:  The  blog   We  run  Suit,  the  #1  website  for  Digital  MarkeHng  news  and  Hps   in  Greek,  with  more  than  200,000  visits  in  the  last  4+  years,   mostly  marketers.                       hdp://www.suit.gr/    
  7. 7. CredenHals:  The  group   We  own  the  biggest  Greek  group  on  digital  markeHng  on   LinkedIn,  with  more  than  3,000  professionals:  Social  Media  GR                       hdp://www.linkedin.com/groups?gid=3024911    
  8. 8. CredenHals:  Media  
  9. 9. Academic:   §  ALBA  (MSc  &  ExeD)   2014  (on-­‐going)   §  Panteios  (Media  dept)     2013   §  ALBA  (Digital  MarkeHng)     2013   §  AUEB/ELTRUN     2012  &  2013   §  Deree  (MarkeHng  Society)     2012   §  SAE  (Music  Business)     2012   §  AKTO  (Social  Media)     2012  &  2013   Professional:   §  Social  Media  Conference     2012,    2013  &  2014   §  All  Things  Facebook     2011,  2012,  2013   §  Online  MarkeHng  Conference   2013   §  EEDE/EIP     2012  &  2013   §  Entrepreneurship  Panorama   2012   CredenHals:  Congresses  &  Seminars  
  10. 10. Relevant  experience:  PromoHon  &  Live  Support  for  the  STR8  Muzic  Fest,  a   concert  of  more  than  5,000  people  and  7  music  groups.  Organizing  groups   to  post  content,  live  Facebook  posts  from  the  concert,  streaming  tweets,   photo  tags  and  photobooth.  
  11. 11. Terminology   Display  “ ” Banners  
  12. 12. Terminology   Banner  blindness  “ ” Users  not  noHcing  ads,  even  though  they  are  being  displayed  on  their  screen.     Counter-­‐acted  by  more  aggressive  (or  just  different  /  bigger)  ad  formats.  
  13. 13. Terminology   Rich  media  “ ” Audio,  Video,  AnimaHon.  Also  Expandable  baners.  
  14. 14. Terminology   Funnel  “ ” The  process  from  making  a  stranger  your  customer  
  15. 15. Terminology   Click  “ ” The  way  customers  go  from  one  stage  to  the  next  in  a  funnel.   Can  also  mean  Tap  in  Mobile  or  Tablets.  
  16. 16. Terminology   Visit  “ ” The  difference  between  visits,  unique  visitors,  pageviews,  hits.  
  17. 17. Terminology   URL  or  URI  “ ” The  web  address  of  something.   (e.g.  h'p://www.suit.gr/tag/facebook)  
  18. 18. Terminology   Conversion  “ ” ConverHng  users  from  one  stage  of  the  funnel  to  the  next  
  19. 19. Terminology   On-­‐Demand  “ ” Asynchronous  communicaHon.     Personal  story:  I  don’t  like  receiving  or  making  calls.  
  20. 20. Terminology   Campaign  “ ” Series  of  ads  under  the  same  umbrella.  In  digital,  Hme  is  relaHve.  
  21. 21. Terminology   CTR  “ ” Click-­‐through  rate.     20  years  ago  banner  CTR  was  44%,  now  it’s  at  less  than  1%.     Same  for  Email  for  CTR  and  Open  Rate  that  was  90%.       Marketers  ruin  everything.  
  22. 22. Terminology   Cookie  “ ” Small  text  file  on  user’s  device  that  enables  tracking.  
  23. 23. Terminology   Social  “ ” Social  Media:  Facebook,  Twider,  LinkedIn,  Google+  and  more.  
  24. 24. Terminology   Search  “ ” SEM  Comes  in  two  flavors:  SEO  &  PPC     (which  is  someHmes  also  called  SEM)  
  25. 25. Terminology   PPC  “ ” Pay  Per  Click  
  26. 26. Terminology   AnalyHcs  “ ” Any  system  that  tracks  and  measures.  
  27. 27. Terminology   FFF  “ ” Fans  /  Friends  /  Followers   (not  used  really)  
  28. 28. Terminology   FOAF  “ ” Friend  of  a  Friend   (used  in  WoMM)  
  29. 29. Terminology   WoMM  “ ” Word  of  Mouth  MarkeHng  
  30. 30. Terminology   Blog  “ ” Web  log  that  one  or  more  users  updates  with  content  
  31. 31. Terminology   Forum  “ ” A  discussion  area  or  community.   Plural:  Fora.  
  32. 32. Terminology   Hashtag  “ ” #pounasouleo   Used  in  Events,  or  jokingly.   Started  in  Twider,  expanded  in  Instagram  &  Facebook.  
  33. 33. Terminology   Android     vs.  iOS   “ ” Latest  US  stats:  52%  Android,  42%  iOS,  6%  rest  of  the  OperaHng  Systems.  
  34. 34. Terminology   Organic     vs.  Paid   “ ” Geung  seen  for  free;  and  not  for  free.  
  35. 35. Terminology   Impression  “ ” Loading  of  an  ad  in  a  web  page.   Times  an  ad  was  displayed.   Not  how  many  Hmes  it  was  actually  seen.   Now  comes  the  Hme  of  viewable  impressions.  
  36. 36. Terminology   CPM  “ ” Cost  Per  Thousand  (Mille)  
  37. 37. Terminology   CPC  “ ” Cost  Per  Click  
  38. 38. Terminology   CPA  “ ” Cost  Per  AcquisiHon   (Sale,  Lead,  RegistraHon  etc.)  
  39. 39. Terminology   RetargeHng   RemarkeHng   “ ” When  an  ad  follows  a  user,  usually  because  they  have  previously  visited  a   certain  web  page,  or  acted  a  certain  way  on  it  (e.g.  filled-­‐in  a  form)    
  40. 40. Terminology   Split  TesHng  “ ” Making  big  or  small  changes  on  a  webpage  to  see  what  works  beder.   In  ads,  it  is  used  to  see  what  gets  beder  CTR.  
  41. 41. Terminology   AdenHon  “ ” The  currency  of  digital  markeHng  
  42. 42. Terminology   ADD  “ ” AdenHon  Deficit  Disorder.  Actual  psychiatric  disorder,  used  to  describe  short   adenHon  span  of  consumers  today.     In  the  “old”  world,  you  could  communicate  with  movies,     now  you  need  to  communicate  with  breaking  news.      
  43. 43. Terminology   Landing  page  “ ” The  page  users  see  awer  clicking  on  an  ad  or  link.  
  44. 44. Terminology   Link  building  “ ” CulHvaHon  of  links  poinHng  to  a  website.   Used  for  SEO  and  digital  PR  reasons.  
  45. 45. Terminology   Keywords  “ ” Words  or  phrases  for  Search.  
  46. 46. Terminology   Tweet  “ ” Single  post  on  Twider,  up  to  140  characters  in  length.   Picture  or  link  counts  for  20  characters  only.  
  47. 47. Terminology   Permission  based  “ ” The  only  right  way  to  communicate.   The  opposite  of  Spam.  
  48. 48. Don’t  tell  your  story  in   2014  like  it’s  2007.       Let’s  see  what  we  can   about  that.  
  49. 49. When  to  do  it?   Remember  to  stay  on  target.                                                       1Before                               2During                               3ARer  
  50. 50. 3  categories  of  digital  media  
  51. 51. Paid Social Ads, Display Advertising, SEM/PPC, Sponsored Posts Owned Website, Mobile, Microsites, Social Media Accounts & Communities Earned WoM, Listings, Ratings, Mentions, Recom’tions & Comments € ♥ © 3  categories  of  digital  media  
  52. 52.                                                                     Before  your  big  event   Find  the  right  people.   1
  53. 53. If  this  is  your  first  Hme  organizing   your  event,  then  you  probably  think   you  have  your  back  against  a  wall:  A   lot  of  stuff  to  do,  not  a  lot  of  Hme  to   do  it  in.     Is  it  going  to  work?     Are  people  going  to  find  it   interesHng?     Are  they  coming?   Build  awareness  
  54. 54. How  do  people  find  out  about   events?  
  55. 55. How  do  people  find  out  about   events?  
  56. 56. How  do  people  find  out  about   events?  
  57. 57. How  do  people  find  out  about   events?  
  58. 58. How  do  people  find  out  about   events?  
  59. 59. How  do  people  find  out  about   events?  
  60. 60. How  do  people  find  out  about   events?  
  61. 61. How  do  people  find  out  about   events?  
  62. 62. How  do  people  find  out  about   events?   Display  Adver+sing:  Banners       If  you  can  fit  it  your  budget,  adverHsing  in  some  of  the  city’s   media  is  a  predy  good  way  to  reach  people  and  create   awareness.     However,  if  you’re  a  new  player,  it’s  easy  to  get  lost  among   other  bigger  events  adverHsing,  some  of  which  are  usually   sponsored  by  big  brands  and  adverHse  all  year  round.  
  63. 63. How  do  people  find  out  about   events?  
  64. 64. How  do  people  find  out  about   events?   Main  ways  for  people  to  see  your  page  on  Facebook:       Organically:     •  Users  have  a  natural  interest.  The  more  of  a  lovebrand  you   are,  the  greater  the  chances.     Paid:   •  Promoted  posts:  appear  on  Facebook  Newsfeed   •  Right-­‐side  ads:  appear  on  the  right  side.    
  65. 65. How  do  people  find  out  about   events?   Main  ways  for  people  to  see  your  event  on  Facebook:       •  Videos  are  one  of  the  best  forms  of  promoHon  for  any  event   or  product  in  the  entertainment  industry.  You  can:   •  Rebrand  arHsts’  exisHng  videos  (check  IP  rights  first)   •  Create  a  mashup  of  your  videos   •  Publish  interviews  and  “personal  invites”  from  your   arHsts   •  Create  count-­‐down  videos  to  promote  early  bird  Hckets   or  the  event  itself.     •  Get  the  publishers  who  publish  your  arHcle  to  promote  it.  If   they  don’t,  ask  if  you  can  pay  to  promote  their  post  to  their   audience.  It’s  a  win-­‐win.    
  66. 66. How  do  people  find  out  about   events?   Main  ways  for  people  to  see  your  event  on  Facebook:       •  Create  a  Facebook  App:   •  A  game  that  intrigues:  Remember  to  get  people  to   invite  one  another  (not  just  share  the  event).     •  A  contest  for  free  Hckets:  Remember  than  only  a  few   people  win  free  Hckets.  The  rest  should  end-­‐up  on  your   mailing  list.  It’s  OK,  as  long  as  it’s  your  contest’s  terms.   •  Create  a  Facebook  Event:   •  Not  everybody  is  going,  but  it  does  create  buzz.  And  you   can  always  promote  your  Facebook  event  to  get  more   adenHon.  
  67. 67. How  do  people  find  out  about   events?   Reach  out:       •  CommuniHes:   •  Music  CommuniHes:   •  musicheaven.gr   •  tralala.gr   •  Blogs:   •  Among  6  million  people  with  Internet  access,  someone   is  bound  to  be  a  possible  ambassador  for  your  event,   given  the  right  incenHve.  
  68. 68. How  do  people  buy  +ckets  for   your  event?   Can  you  get  affiliates?      
  69. 69. How  do  people  buy  +ckets  for   your  event?   Don’t  forget  the  #1  conversion  medium:  Email       Email  is  the  #1  driver  of  sales,  when  your  mailing  list  has  been   organically  grown.  You  can  include:     •  Friends   •  Colleagues   •  PotenHal  ambassadors   •  Contacts  from  your  acHvaHons   •  Press   •  Bloggers   Make  sure  you  don’t  spam  people,  and  give  them  a  quick  way   to  unsubscribe.      
  70. 70. You  need  to  make  it  all  come  together   in  such  a  way  that  it  will  make  sense   to  everybody,  so  make  sure  you  have   a  schedule  that  you  and  your  team   can  follow!     And  before  you  begin,  make  sure   everyone  knows  what  is  expected  of   the  DURING  and  RIGHT  AFTER  the   event!   Have  a  schedule!  
  71. 71.                                                                                                                 2 During  the  concert   Enhance  the  experience!  
  72. 72. Your  audience  will  want  to     share  the  experience  
  73. 73. ...  so  make  sure  you  add  a  map  that  people  can  look  for  online  in  one  click:   A  great  experience  starts  by  being  there  on  +me  
  74. 74. A     Don’t  forget  to  allow  people  to  check  things  last-­‐minute  
  75. 75. Add  a  photobooth  
  76. 76. Add  a  photobooth  
  77. 77. Add  a  VIP  backwall  
  78. 78. The  #1  way  for  people  to  discover  other  people  in  your  event  and  to   beder  find  material  related  to  it  is  to  use  a  relevant  hashtag.     Hastags  can  be  used  on  Facebook,  Instagram,  Google+,  but  they  are   mostly  used  on  Twi_er.     This  will  also  make  it  easier  for  press  /  bloggers  /  ambassadors  to   write  about  your  event  later.   #YourEvent  
  79. 79. Live  stream  it!   (If  you  really  need  to)  
  80. 80.                                                                                                                 3 ARer  it’s  over   Make  sure  everybody  remembers!  
  81. 81. Your  first  move  is  to  gather  up  the  materials   from  all  your  sources:   »  Photobooths   »  Audience  /  Social  Media   »  Photographers   »  Cameramen   »  Media  /  Journalists   and  evaluate  it.  You  have  to  move  quickly.   GATHER UP
  82. 82. Make  sure  that  everybody  has  access  to  the   content:   »  Photographs   »  Videos   »  Backstage  material   on  all  media.  People  are  going  to  want  to  tag   themselves.   SHARE THE LOVE
  83. 83. Make  sure  you  let  your  close   stakeholders:   •  Press   •  Bloggers   •  VIPs   •  Your  own  team   •  SPONSORS   know  that  it  went  well  and  thank   them.     A  press  release  would  be  nice.     You  will  want  to  cash  in  with  your   next  event.   Spread  the  Message!  
  84. 84. Time  to  measure  your  success  
  85. 85. How  do  people  find  out  about   events?   Save  your  resources:       Make  sure  you  have:   •  all  the  materials   •  the  fans  /  followers  /  friends  on  all  social  media   •  the  emails   •  the  contacts  of  all  the  people   •  the  a_en+on  of  your  sponsors     for  next  year!       They  are  going  to  be  your  shortcuts  to  doing  things  beder!    
  86. 86.   What’s Your Message? Feel  free  to  add  me:   facebook.com/george123   LinkedIn.com/in/Anagnostopoulos   Thank  you!   If  you  are  interested  for  an  internship  at  Socialab,  please  check:   h_p://www.socialab.gr/educa+on/      
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