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Using social media to manage, promote events


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I presented to an event planners group about how to use social media effectively for managing and promoting events.

I presented to an event planners group about how to use social media effectively for managing and promoting events.

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  • 1. Using social media to manage and promote your events
    University Event Planners meeting, Oct. 13, 2010
  • 2. About me
    Jessica Soulliere
    Social media communications coordinator & senior PR rep for UMHS
    Founder of Social Media Club Ann Arbor
    Tech geek
    Not an expert!
  • 3. A step-by-step approach:
    When it comes to social media, time and advanced planning are your friends.
  • 4. A step-by-step approach:
    Get your event details down first
    Name of event (should be short and sweet): “Event Camp Ann Arbor 2010”
    Description: “A yearly networking conference for event planners to share best practices, learn new techniques and trends in successful event planning and more.”
    Time, date, location, speakers, schedule, costs for attendance/tickets, etc.
    Who is going to manage the online promotions/communications once your plan is launched
  • 5. A step-by-step approach:
    Define your audience(s)
    Administrative assistants, donors, students, general public, etc.
    Who needs to be here?
    Who should want to be here?
  • 6. A step-by-step approach:
    Start listening and looking (30 days)
    Use Twitter, Facebook and Google
    Search key words related to your event and your audience
    See who is talking about or engaging online about your event topic or speaker topics
    Connect, follow, fan/friend (pay attention to who is talking about what)
    This can be a way of getting speakers, and/or possible sources for registrants when you are ready to begin promoting
  • 7. A step-by-step approach:
    Create a digital home as soon as possible before you start promoting
    Static website
    hard to update
    not very social media friendly
    definitely not interactive)
    WordPress site
    MANY templates to choose from
    easy to update and integrate with SM
    there are plug-ins and widgets for almost anything you want to do
    doesn’t have to be a blog
    doesn’t require Web designer/developer to manage
  • 8. A step-by-step approach:
    Decide on content for your digital home
    Logo/representative image of your org or event
    If you have one, use it, if not, have one created ( $5)
    150x150 px for Facebook and Twitter avatars
    600 -900 px wide for Web site banner/headers depending on design
  • 9. Content continued:
    Main content area
    Contains event description, articles and/or blog posts
    Left bar = navigation and sponsor ads
    Home – key details about the importance of your event
    Registration – Deadlines, discounts and costs and online registration form that takes online payments and/or manages your registrations:
    Eventbrite – (integrates very well with WordPress)
    BrownPaperTickets –
  • 10. Sidebars continued:
    Left bar:
    Schedule – detailed schedule of what attendees can expect
    Speakers – Photo, bio and topic of talk
    Location – address, building/room names, and a link to a Google map!
    Sponsorship (optional) – Opportunities for sponsorships (levels and fees)
    Press info (optional) – press releases, who to contact, where to meet for interviews, how to get credentials, etc.
  • 11. Sidebars continued:
    Right bar
    Search field
    Twitter feed
    Blog categories
    Tag clouds
    Latest posts/articles/comments
    Whatever you want!
  • 12. Create your social media outposts:
    Create your social media outposts
    Helps you:
    drive traffic/people to your site
    Creates buzz once you launch
    Assists others with sharing information about your event
    Integration with social media tools helps visitors propagate the message
  • 13. Twitter outpost:
    Twitter profile – good for listening, building connections
    EventCampA2 (limited number of chars in title)
    Create a hashtag for your event “Event Camp Ann Arbor” becomes #eventcampA2 or #eca2 (the shorter the better)
    Example: #WCDET (Wordcamp Detroit)
    Ask followers to use same hashtag when discussing the event before, during and after
  • 14. Facebook, other outposts:
    Facebook page – Event Camp Ann Arbor
    Fill out information and links to your site
    Use same logo on FB and twitter accounts
    Link FB to Twitter to simplify updates
    Flickr – EventCampA2/Event Camp Ann Arbor (whichever fits)
    Ask attendees to tag their photos on Flickr with the same hashtag
    Post photo feed on page
    Use same generic e-mail account for each
    Gmail is easiest way:
  • 15. Manage your time:
    Create a communications calendar:
    Launch date (with ample time to promote and planning time for get speakers/attendees to get to your event)
    What will be communicated when and by whom
    Periodic tweets/Facebook posts
    Blog posts
    Registration updates
    Photos/videos of speakers, etc. Whatever you want; it doesn’t have to be the kitchen sink
    Launch, listen, adjust …
  • 16. Keep the conversation going:
    During the event
    Post mobile images and status updates to Facebook and Twitter
    people who didn’t sign up will be jealous
    Tweet the key points (use same hashtag)
    Be sure attendees provide slides/presentations if you are not taping the event for posting afterwards
  • 17. Keep the conversation going:
    After the event, be sure to engage attendees with follow-up:
    Thank you’s
    Lessons learned
    Photo albums
    Downloadable presentations/freebies, etc.
    Invitations for feedback
    Next year: Update site, rinse and repeat
  • 18. Thank you!