Maximizing Your Event ROI with Social Media

Maximizing Your Event ROI with Social Media
An NML Best Practices GuidePresented by:
Colin BrowningVP, Client Strategy
cbrowning@newmarketinglabs.com

Building targeted groups of followers and & content support
Pre-Event: Building The Foundation for success

Maximizing Event ROI :: Pre-Event
Pre-Event: Discovering Your Target Market on Twitter
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PeopleBrowsr enables targeted searches of individuals bios on Twitter.
Example: Search for CIO or VP Technology of target accounts or search for targeted industries.
PeopleBrowsr is one of the only utilities to allow exports of these targeted lists.
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Pre-Event: Discovering Your Target Market on Twitter
Buzzom enables the rapid growth of a Twitter follower base.
Buzzom allows you to Unfollow those that do not follow you back, reciprocate to those that are following you, and then target new followers.
The lock feature enables you to not request the same people to follow you repeatedly.

Maximizing Event ROI ::Pre-Event
Listening: Discovering Target Bloggers
Identifying the relevant bloggers and blog searches optimizes your efforts.
AllTop, Technorati and IceRocket, enable you to find the targeted bloggers.

Maximizing Event ROI ::Pre-Event
Pre-Event: Taking action on your blog feeds
Organize blog within your favorite RSS Reader (such as Google Reader).
Organize topics (or events) by folder.
Review 2x a day (depends on number of blogs and frequency of updates)
Star items that are interesting for Twitter/Blogger follow up

Pre-Event: Engage with other event participants
Research speakers blog and Twitter presence and reach out
Best practice:
Engage with the event community prior to the event, find other attendees, speakers, sponsors

Pre-Event: Prepare your site
Populate Slideshare, YouTube, and your community with event information including: speaker schedule and background on relevant topics

Pre-Event: Prepare to Develop Content
Bring necessary equipment: remember to empty memory before event and bring fresh batteries!
Prepare interview questions for audience members and/or speakers.
Keep questions simple, focused, relevant and topical.

Building relevant, targeted content
During Event: Connect and Engage with Audience

Maximizing Event ROI :: During Event
During-Event: Broadcast and Engage
Share relevant and interesting information from the event.
Use other attendees and speakers Twitter handles when appropriate
Always use the event hash tag to tie your Tweets to the event
Don’t just cover your company’s participation, broadcast all interesting information from the event.
Event Hash Tag

During-Event: Broadcast and Engage
Use all media possible to create interest.
Conduct video interviews with speakers.
Photograph event & attendees.

During-Event: Monitor Conversations for Engagement
Track the event hash tag in Search.Twitter.com (or your other favorite search engine) to engage other audience members in conversation and to gain new targeted followers.

Summarize, connect, thank, and post additional content
Post Event

Maximizing Event ROI :: Post Event
Post Event: Stay Engaged and Connected
Upload speaker presentations to Slideshare and post recaps & interview content where appropriate

Questions?
Colin BrowningVP, Client Strategycbrowning@newmarketinglabs.com
http://constructingsocial.com
Photo credit: mworrel