There's a big difference between "doing" social media and running a successful social media campaign. This workshop was delivered at EventLAB 2017 and provided a framework for attendees to create their own social media strategy - helping them to work out the event challenges they hope social media can address or help them overcome, and how to turn that goal into a targeted campaign. Points of reference and examples from my time working with BrightonSEO were used, but attendees were urged to think critically about whether these tactics would translate to their own events and campaigns.

1. TRIED & TESTED WAYS TO MAKE
YOUR EVENT MORE SHARE-WORTHY
AISHA KELLAWAY | @AISHAKELLAWAY

2. WHY?

3. DIGITAL CONTENT &
COMMUNICATIONS
AISHA KELLAWAY

5. "Perhaps the greatest value of social media marketing is
your ability to foster and engage with a community of other
people. That engagement is at the heart of social media,
and without it, you’re left with a megaphone and no one to
hear you.”
- Moz
AISHA@SCARLETROO.COM | @AISHAKELLAWAY

6. AISHA@SCARLETROO.COM | @AISHAKELLAWAY
YOUR FRAMEWORK FOR EVERY SOCIAL MEDIA CAMPAIGN
‣Why?
‣Who?
‣What?
‣How?
#EVENTLAB

7. WHY ARE YOU USING
SOCIAL MEDIA?

8. WHY DO YOU WANT TO USE SOCIAL? - BAD REASONS
▸ “Because we need to” is not a good enough reason
▸ “Because it’s what everyone’s doing” is not a good enough reason
▸ “Because I heard it worked for this other event” is not a good enough reason
▸ “Because we want more followers” is not a good enough reason
If these are the first things that come to mind - don’t worry.
Continue to ask “Why?” until you get to a more specific & “real” reason.
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

9. WHY DO YOU WANT TO USE SOCIAL? - BETTER REASONS
▸ Because we want to increase relevant traffic to the website
▸ Because we want to increase attendee engagement & loyalty
▸ Because we need to boost our event’s reputation in the industry
▸ Because we need to raise awareness of our event in a specific market
Knowing the core purpose of social media will help focus the rest of your
strategy & help you report on your social media success with metrics that
actually matter!
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

10. WHO ARE YOU
TARGETING?

11. THINK ABOUT & IDENTIFY THE FOLLOWING FOR YOUR EVENT
▸ Who do we need to target to achieve the goal/s we set?
▸ Who AREN’T we trying to engage?
Not all target audiences of the event will necessarily be target audiences of any
or all social channels
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

12. WHAT CHANNEL/S &
CONTENT ARE APPROPRIATE?

13. WHAT CHANNEL/S SHOULD YOU USE?
▸ Focus on channels that add value and will help you reach and engage with the
audience
▸ Knowing your audience uses a channel is not enough - what are they looking
for and how can you add to their experience?
▸ Each network has its own strengths and weaknesses
Accounts can be created for branding purposes & used as holding accounts
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

14. WHAT CONTENT SHOULD WE POST?
▸ Content shared needs to work towards solving the business challenges
▸ Behind-the-scenes videos give audiences a sense of being at the event when
they’re not there
▸ Quotes from talks are a good way of showcasing the value of the event
▸ Photos are a simple way of providing people a window into the event’s atmosphere
▸ PR coverage - adds credibility and boosts relationships with influencers/journalists
Tread carefully with sales-focused messages
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

15. HOW ARE YOU EXECUTING
& MEASURING SUCCESS?

16. HOW DO WE MANAGE THE SOCIAL MEDIA?
▸ Systems/Tools (sprout social, brandwatch, tweetdeck, hootsuite)
▸ Processes
▸ Timelines
▸ Contingency plans
Odds are that something will go wrong… plan for it!
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

17. HOW DO WE MEASURE SUCCESS?
▸ Agree KPIs from the start and start measuring/tracking the right metrics early
▸ Be HONEST - even if the stats aren’t great - work out why
▸ Tell a story with the data, analyse it beyond the numbers
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

18. LESSONS FROM
#BRIGHTONSEO:
HOW WE GOT MORE SOCIAL
MEDIA TRACTION

19. ASK FOR ENGAGEMENT
▸ Sometimes people need a nudge to engage
▸ Ask for it and provide prompts
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

20. GET PEOPLE EXCITED
▸ This works if you have an existing, engaged
audience
▸ Build up engagement before the event
▸ Get your audience used to joining in the
conversation
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

21. PROVIDE USEFUL INFORMATION
▸ Agenda
▸ Venue maps
▸ After party information
▸ Where to get resources
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

22. YOU SCRATCH MY BACK…
▸ Do you have any speakers or sponsors with
high levels of influence?
▸ Create joint promotion materials
▸ Ask for key takeaways in advance and
prepare/schedule them
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

23. SHARE REAL MOMENTS
▸ You can only schedule so much - make sure
someone is responsible for catching candid
moments and sharing them.
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

24. KNOW YOUR CHANNELS
▸ For brightonSEO it’s pretty straightforward
▸ Facebook helps with keeping the core,
influential community engaged and asking for
input
▸ Twitter is for promotion and event engagement
▸ Instagram is a great source of UGC
AISHA@SCARLETROO.COM | @AISHAKELLAWAY #EVENTLAB

25. THANK YOU!
AISHA@SCARLETROO.COM | @AISHAKELLAWAY