Promoting your event with social media


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Tips and tools for promoting your event using Social Media

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Promoting your event with social media

  2. 2. AgendaPlanning  Social Media Strategy  What are the goals?  Who is the audience?  What to say, when & where?Promote & Communicate  Facebook  Twitter  LinkedIn  Foursquare  YouTubeMeasure your success  Keep the conversation going  Collect post-event feedback  Did you meet the objectives? Copyright © 2011 Constant Contact Inc. 2
  3. 3. Planning A promotional social media strategy contains:  Clearly defined goals  Target audiences  Selected social media tools (Remember: you may not have to use all of them)  Measurement of success Remember that a tool is not a plan or strategy; Strategy is about the communication and the conversation. Communication What will the event be Tools about? Social Networks Who will be there? Why is the event important? YouTube Video Location-based apps Conversation “Do not miss it!” Email “At this year’s event…” “Hear them speak…” 3
  4. 4. PlanningWhat are the goals of promoting the event through social media?  Increase attendance/ticket sales.  Establish/increase customer loyalty.  Attract new customers/followers.We know you want people to come, but…  Are your desired attendees engaging on social media?  Do your speakers and sponsors have a social presence?  Do you have the time communicate in all the networks?  How do you measure the impact?  What will the event messaging be? 4
  5. 5. PlanningWho is your audience?  Make a list of your social networks.  Begin by promoting to those you know.  Find out what social networks your sponsors and speakers are active in, and encourage them to promote the event.  Get them to share the event information on their networks.  Politely ask your followers to share on their networks.Let your speakers’ networks and attendees create the buzz! Copyright © 2011 Constant Contact Inc. 5
  6. 6. PlanningWhat to say when & where?  Like any topic, content is king, so each post must be compelling.  Each communication should be unique and offer new info or insight.  There are lots of great things about your event and you don’t want to say them all at once; stagger your promotional content.  You want to create a steady stream of content that people will consume and share on and across their social networks. ■ Get started on social media with Social Media Quickstarter: Copyright © 2011 Constant Contact Inc. 6
  8. 8. Promote and CommunicateUse communications on social networks to create awareness and enthusiasm to attend. Copyright © 2011 Constant Contact Inc. 8
  9. 9. Using FacebookFacebook offers many tools to help with planning the event and creating awareness to attend.Before the event: Try asking a question with Facebook Questions to learn what attendees are interested in. Post updates to create awareness of guest speakers and incorporate links to their site. Post information about topics that will be discussed. Provide date, time and location of event in posts. Use Facebook Places: Simply add location to your Event or Page. Copyright © 2011 Constant Contact Inc. 9
  10. 10. Share your events on FacebookIt’s easy and fast to build buzz online with the EventMarketing Facebook app. Promote your Published event details on  Talk with registrants on Facebook – let Facebook as well as your event homepage. them comment or “like” your posts. Register attendees from your Facebook page  Share the details of your event on anytime using our easy registration tool. Facebook and respond to questions. Copyright © 2011 Constant Contact Inc. 10
  11. 11. Using FacebookDuring the event: Use live updates to mention booth contests, fun activities and share pictures. In each post, share any links or materials of the guest speakers. Include pictures of any guest speakers or attendees. Encourage attendees to share or comment during the event on Facebook via mobile. Copyright © 2011 Constant Contact Inc. 11
  12. 12. Using FacebookAfter the event: Share images and videos from the event. Ask people to tag themselves “are you in our photo album?” Include a link to a post-event poll or use Facebook Questions to get feedback. Begin promoting the next event. Copyright © 2011 Constant Contact Inc. 12
  13. 13. Using Twitter Use Twitter to create a place online for conversations about the event.Before the event: Create a #hashtag for the event. Thank each sponsor for the contribution they’ve provided.  Include their handles in the tweet . Use updates to:  Create awareness of guest speakers.  Incorporate links to their site.  Announce who’s attending and include their Twitter handle. Tweet information about topics that will be discussed. Copyright © 2011 Constant Contact Inc. 13
  14. 14. Using TwitterDuring the event: Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag. People who are interested and could not make it can be part of event following a Twitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic. Add Twitter handles to name tags (as appropriate).As of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review”Twitter has 165 Million Users – 50% of them use Twitter Mobile. –, “Mobile by the Numbers” Copyright © 2011 Constant Contact Inc. 14
  15. 15. Using TwitterAfter the event: Thank attendees and sponsors.  Via the #hashtag.  Include their handle. Review the #hashtag for insight into conversations about the event. Ask attendees a question through the #hashtag.  “What was the most useful thing you learned/saw at the event?” Send a thank you tweet (@) – to everyone who engaged with the event on Twitter. Copyright © 2011 Constant Contact Inc. 15
  16. 16. Using LinkedInJoin LinkedIn GroupsWhat Groups should you be in? Join Groups where your potential attendees are.  Members  Industry  Topic If no group exists, consider creating a LinkedIn Group and start the conversation.  Be active in the group, do not just use it for event promotion. Ask questions in the group.  Follow up with those who posted.  Answer questions asked of you. 16
  17. 17. Using LinkedIn To promote the event:  Promote your event in your profile and on your updates.  Include a link to the event website and #hashtag.  Prove the value of attending by sharing information about event topics and speakers.  Invite your connections in LinkedIn.  Provide the event #hashtag and Twitter handles of guest speakers.  Understand your connections through InMap:  Post event notification inside of LinkedIn Groups you’re active in.  Provide information to attend and include event #hashtag. Copyright © 2011 Constant Contact Inc. 17
  18. 18. Using LinkedInAfter the event: Ask those who you met at the event to connect on LinkedIn. Send a thank you for attending. Review the highlights of the event with the Group. Planting the seeds for the next event.  Consider having a member of the Group be a guest speaker. Copyright © 2011 Constant Contact Inc. 18
  19. 19. Leverage Mobile Marketing How can you use it?  Do you have a venue? Create a location to check in.  Co-marketing with local businesses? Drive traffic to each other.  Leave a tip about your event.  Leave a “To Do” about your event.  Scavenger hunt around event. – Hints in tips area.  Understand interests of people checking in (profile info).  Watch for instant feedback. – Negative comments about the food. ■ Location-Based Services Section – Problems with the facility. Copyright © 2011 Constant Contact Inc. 19
  20. 20. Using YouTube Create a strong desire to attend with a video.  Promote the event on your website or email and include a YouTube video.  Guest speakers  Activities  Success stories Increase attendance with videos. Copyright © 2011 Constant Contact Inc. 20
  21. 21. Good invitations cause interest and actionInvitation must include:  Simple step-by-step easy registration or RSVP. -How do I say yes or no.  When and where? How do I get there?  Is there a cost? What is the cost?  Who do they contact for more information or to ask questions?  Content is shareworthy. – Share button for posting social media.. – “Forward to a Friend”-email. – Add list of upcoming events.Do your invites do more than ask people to come? Goals: Today, 71% of the U.S. online audience watches video on  Engage with video. the internet, and the  Increase interest. number of streams consumed should more  Improve attendance. than double by 2013 – Forrester Research 2009  Provide event information:  Topics Video in email can increase click- through rates by as much  Lessons as three-hundred percent– Forrester Research 2009  Speakers Copyright © 2011 Constant Contact Inc. 21
  22. 22. Starting the buzz in social media about the eventExpand the reach of your invitationthrough Social Media Use Simple Share to promote the event on Facebook, Twitter, and LinkedIn at the same time! ■ Customize the message for each site ■ Include an image (optional) ■ Easily share to all your Facebook, Twitter, and LinkedIn profiles Copyright © 2011 Constant Contact Inc. 22
  23. 23. Registrants start the buzz about the event Ask registrants to share the event information. Jump start the word of mouth buzz around your event!Once registered, attendees can spread the word about the event by sharingon Facebook or Twitter.Note: Facebook users have on average 130 friends**Facebook FAQ’s Copyright © 2011 Constant Contact Inc. 23
  24. 24. Share information on social media about the eventGet more attendees by sharing the event on Facebook & Twitter.Whether you send aninvite or not, promotethe event on socialmedia! Here’s how:  Establish a hashtag (e.g. #B2Bevent) to track buzz around the event.  Tweet your event and watch how your followers retweet the details.  Do not forget to ask them to retweet; asking and saying “Please” really does work.Promote the event on a The Facebook post can contain aschedule: custom message toWeekly encourage attendance and will include a link to register.The day beforeAn hour before Copyright © 2011 Constant Contact Inc. 24
  25. 25. Get your event found online Built-in Promotions with Social Media and Search Engine Optimization ■ Help your event be found in online searches by using keywords  Topics, speakers, theme, location ■ Create an event hashtag to encourage conversation about the event ■ The hashtag is automatically featured in event communications Copyright © 2011 Constant Contact Inc. 25
  26. 26. Engage your attendees at the eventConsider using QR Codes to keep the interaction going. Direct to website information via mobile device. Get feedback via a poll or short survey that people can access via mobile device. Post video content that is complementary to the event objectives to view via a mobile device. How do I build? - Add- .qr at end of shortened url ■ QR Code Section Copyright © 2011 Constant Contact Inc. 26
  27. 27. Promote and communicate – In Summary Tools Before During After • Promote the event by • Share updates on your wall • On your wall, thank those sharing the event details and upload pictures from who came to the event on your wall the event • Answer remaining questions from event and send email with link to your wall • Create an unique event • Maximize the opportunity • Encourage people to hashtag for a re-tweet by limiting continue discussion • Customize your Twitter your tweet to 120 • Use tweets to promote next background with the characters event event brand • Encourage tweeting during • Schedule tweets in the event advance to promote • Create a Twitter List of your conference speakers for others to follow • List people’s Twitter usernames on their badges • Have link to event • Encourage those that meet • Continue networking after homepage in your profile at the event to connect the event • Invite connections to • Review the highlights of the attend event within your groups • Join Groups • Create a location to • Develop scavenger hunt • Review Check-ins and Tips check-in about event left by attendees • Co-market with content • Watch for negative provider feedback about the event 27 • Leave a “Tip” or “To Do”
  29. 29. Keep the conversation goingUse Social Media to build relationships following the event. Provide links to materials distributed at the event. Consider hosting them via Slide Share. Share speaker content. Promote the next event. Copyright © 2011 Constant Contact Inc. 29
  30. 30. Collect Post Event feedback Post and promote a short survey to engage fans and followers and drive engagement. Review the comments and conversations on your Facebook wall. Review the comments via Twitter about your event by searching under the event #hashtag. Copyright © 2011 Constant Contact Inc. 30
  31. 31. See all the engagement in one placeTrack conversations with NutshellMail.  Monitor your social networks while at your event.  Review your event social media activity at your own pace.  Track engagement and review conversations.  Promote the next event by making a list of all your followers on social media.  Facebook, Twitter, LinkedIn, and Foursquare engagement can all be monitored on NutshellMail. Copyright © 2011 Constant Contact Inc. 31
  32. 32. Feedback and Data for next event Analyze participation to identify high attendees for future events, then perform the appropriate follow up. Leverage details from your registration data to help identify the right segments of people to invite to your next event. Use the information they have shared to personalize your future communications. Segment: – Details such as who paid, how they paid, demographic, geographic, etc. Search: Who retweeted you? – Follow them on Twitter Copyright © 2011 Constant Contact Inc. 32
  33. 33. Did you meet the objectives? Measure your objectives by: Measure attendee objectives by:  The number of people who  Show rate of individuals attended registered  Revenue from the event  Conversations about event in Social Media networks  Analyze data collected via  Feedback in surveys reports and survey Copyright © 2011 Constant Contact Inc. 33
  34. 34. Best Next Steps Try Online Event Marketing For Free Check out a Live Product Tour Register for the live “Event Marketing Product Demo” Questions? You have a consultant here to help at 1-855-816-6508 34Copyright © 2011 Constant Contact, Inc.
  35. 35. On Twitter:@ctcteventFacebook: US ON SOCIAL MEDIA 35
  36. 36. Get Started with social mediaGo to www.socialquickstarter.comand get help with: Social Media 101 Facebook Twitter LinkedIn Blogs YouTube Location-based marketing Copyright © 2011 Constant Contact Inc. 36