Promoting Events With Social Media to Boost SEO by Suzanne McDonald of Designated Editor

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How to host events and leverage in-person and social media engagement to boost SEO. Tips from the course I developed and taught for Framingham State University: Event Planning and New Media. Shared with the Boston/Cambridge SEO Meetup.

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Promoting Events With Social Media to Boost SEO by Suzanne McDonald of Designated Editor

  1. 1. Promoting Events With Social Media to Boost SEO Designated Editor Speaking Series Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com Boston/Cambridge SEO Meetup @Sue_DesigEditor
  2. 2. www.designatededitor.com 2 Challenges we’ll address @Sue_DesigEditor o Which tools will help me organize my event? o Which tools are best for promoting my event? o How can I possibly manage more? o How can I measure and show ROI? o How can I grow my attendance?
  3. 3. www.designatededitor.com 2 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism Social Media Strategies professor suzanne’s experience
  4. 4. www.designatededitor.com 4
  5. 5. www.designatededitor.com 5 4 stages to leverage new media @Sue_DesigEditor Stage 1 Setting up your event Stage 2 Promoting your event Stage 3 Day-of event Stage 4 Post-event analysis & ROI
  6. 6. www.designatededitor.com 6@Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/ Traffic sources
  7. 7. www.designatededitor.com 7 Stage 1 Setting up your event @Sue_DesigEditor  Utilize online ticketing platforms  Use your target audience’s vocabulary  Establish an integrated editorial calendar  Determine which platforms are best  Choose a distinct but natural hashtag  Pick venues and suppliers who are active
  8. 8. www.designatededitor.com 8@Sue_DesigEditor
  9. 9. www.designatededitor.com 9 Keywords: Your prospects’ vocabulary @Sue_DesigEditor
  10. 10. www.designatededitor.com 10@Sue_DesigEditor Keywords: Include in Titles and Descriptions
  11. 11. www.designatededitor.com 11 Editorial calendars @Sue_DesigEditor
  12. 12. www.designatededitor.com 12 Stage 2 Promoting your event @Sue_DesigEditor  Think multichannel and integration  Make your website the information hub  Share and link back to your blog  Feature your speakers and guests  Create social incentives to bring friends  Keep in touch with attendees & RSVPs
  13. 13. www.designatededitor.com 13@Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/
  14. 14. www.designatededitor.com 14 Events
  15. 15. www.designatededitor.com 15 •  Towns & cities •  Education •  Gender •  Marital status •  Interests & Likes •  Age Targeting ads @Sue_DesigEditor
  16. 16. www.designatededitor.com 16@Sue_DesigEditor http://visual.ly/google-plus-killer-facts-and-statistics
  17. 17. www.designatededitor.com 17 email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor
  18. 18. www.designatededitor.com 18 Blog: helpful, not boring @Sue_DesigEditor
  19. 19. www.designatededitor.com 19 Groups worth joining? @Sue_DesigEditor
  20. 20. www.designatededitor.com 20 Other ways to get the word out @Sue_DesigEditor
  21. 21. www.designatededitor.com 21 QR codes: How to make ’em http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/@Sue_DesigEditor
  22. 22. www.designatededitor.com 22 Stage 3 Day-of event @Sue_DesigEditor  Encourage live blogging & sharing  Be sure to display hashtag everywhere  Engage and respond, address issues  Create a lounge for social users to meet  Take questions via Twitter  Broadcast the event via UStream
  23. 23. www.designatededitor.com 23@Sue_DesigEditor
  24. 24. www.designatededitor.com 24 Connections
  25. 25. www.designatededitor.com 25@Sue_DesigEditor http://mashable.com/2012/05/06/instagram-america/
  26. 26. www.designatededitor.com 26
  27. 27. www.designatededitor.com 27@Sue_DesigEditor
  28. 28. www.designatededitor.com 28@Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_
  29. 29. www.designatededitor.com 29 Show your expertise visually or curate others’ @Sue_DesigEditor
  30. 30. www.designatededitor.com 30 Stage 4 Post-event analysis & ROI @Sue_DesigEditor  Determine power users  Keep in touch with influencers  Share upcoming events, offer discounts  Monitor chatter & assess success  Publicize event’s impact across all channels  Compile promo material for next year now
  31. 31. www.designatededitor.com 31@Sue_DesigEditor Tools to drive blogs & content
  32. 32. www.designatededitor.com 32@Sue_DesigEditor
  33. 33. www.designatededitor.com 33 who is your audience? @Sue_DesigEditor
  34. 34. www.designatededitor.com 34@Sue_DesigEditor
  35. 35. www.designatededitor.com 35 Stage 4 How are we doing? @Sue_DesigEditor
  36. 36. www.designatededitor.com 36 Engagement  &  Relevance   Facebook Insights
  37. 37. www.designatededitor.com 37 Google Analytics @Sue_DesigEditor
  38. 38. www.designatededitor.com 38@Sue_DesigEditor  Understand & relate to donors  Boost attendance and awareness  More efficient & effective  You’ll know what’s working  Longer-lasting vs. paid media  Hear and address issues as they arise  Broader brand-building boosts awareness Perks: Social media for event planning
  39. 39. www.designatededitor.com 39 In-person engagement
  40. 40. Questions? Designated Editor Speaking Series Happy to help! Promoting Events With Social Media to Boost SEO Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

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