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Be The Talk Of The Town: Event Promotion Done Right (From Social Media Camp SD)


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An overview of event promotion, tips and tricks for using social media over traditional media, a cute brontosaurus, and some tongue-in-cheek humor. ;-) From the unique perspective of @DowntownRob, who organizes tons of events for fun and profit - but mostly fun.

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Be The Talk Of The Town: Event Promotion Done Right (From Social Media Camp SD)

  1. 1. Be the Talk of the Town Event Promotion Done Right (According to @DowntownRob)
  2. 2. Who's @DowntownRob? Own: @WebWizards since 1997 Co-Founder: @FandomMarketing Launching: @MingleStream Events: @tWineUpSD @TwestivalSD #4sqDaySD Fun: #Movies #Foodie #Tech #Web #Dev
  3. 3. Alternate Titles For Your Enjoyment <ul><li>Pump Up The Volume: </li></ul><ul><li>Raising The Social Buzz for Your Events </li></ul><ul><li>Making a Splash: </li></ul><ul><li>Pushing Your Events into the Social Stream </li></ul>
  4. 4. Types of Events <ul><ul><li>Tweetups, tWineUps, Meetups </li></ul></ul><ul><ul><li>Brand Promotions (Launch Parties, Venue Grand Openings, Company Anniversaries) </li></ul></ul><ul><ul><li>Celebrity/Weblebrity/ Local Personalty Promotions (Book Launches, Charity Appearances) </li></ul></ul><ul><ul><li>My favorite... PJWAGT: People Just Wanting a Good Time (TM) </li></ul></ul>
  5. 5. Events are like a Brontosaurus (I am a genius)
  6. 6. Three Phases of an Event & Event Promotion <ul><li>- Pre-Event (The Head) </li></ul><ul><li>- The Event (The Body) </li></ul><ul><li>- Post-Event (The Tail) </li></ul><ul><li>Different Tactics and Strategies for Each Phase </li></ul>
  7. 7. Pre-Event Promotion <ul><ul><li>The longer the timeline, the more promotional opportunities. </li></ul></ul><ul><ul><li>Timeline: As long as one year, as short as one day. </li></ul></ul><ul><ul><li>Traditional promotion: press release, articles, TV, radio, print. </li></ul></ul><ul><ul><li>Leverage social media: Do what was impossible, easily and quickly. </li></ul></ul>
  8. 8. Use the iBat TM to hit a home run (I may get sued by Apple...)
  9. 9. The iBat Acronym: <ul><li>- Influencers </li></ul><ul><li>- Benefits </li></ul><ul><li>- Audience </li></ul><ul><li>- Theme </li></ul>
  10. 10. Influencers: Local Personalities, Weblebrities, Celebrities <ul><ul><li>Some influencers know lots of people. You want people to attend your event. Therefore, invite influencers, and partner with them to promote your event. </li></ul></ul><ul><ul><li>Other influencers attract, people will come to your event to see/meet/smell that influencer. </li></ul></ul><ul><ul><li>Elite influencer ninjas both know and attract lots of people.  Some even charge money.  It may be worth it to pay them to attend and you can exploit/promote them attending. </li></ul></ul>
  11. 11. Twitter Rocks You can reach influencers and venues, or those that represent them, via Twitter directly, quickly, and easily. That is all.
  12. 12. Why Attend? Events With Benefits <ul><li>People attend events because they benefit in some way. (Unless it's some illegal event I won't cover right now) </li></ul><ul><li>A short list of example benefits: </li></ul><ul><ul><li>Delicious food (restaurants love sharing their food in exchange for Yelp reviews, or social buzz) </li></ul></ul><ul><ul><li>Meeting awesome people you've been tweeting with for months </li></ul></ul><ul><ul><li>Smelling said influencers </li></ul></ul><ul><ul><li>Free alcohol (provided because you're going to tweet about it) </li></ul></ul><ul><ul><li>Almost Free Alcohol (provided because you might tweet about it) </li></ul></ul>
  13. 13. Who's Your Audience? <ul><li>- Tailor your promotions to the audience (target market) of your event. </li></ul><ul><li>- Find/reach out via Twitter to... </li></ul><ul><li>  - those with similar interests that may want to attend. </li></ul><ul><li>  - influencers in the same audience as your event. </li></ul><ul><li>  - others doing complementary events for cross-promotions, partnerships. </li></ul>
  14. 14. Wear a Good Theme <ul><li>- Fun themes take the fun and wrap it all in a ninja costume. </li></ul><ul><li>- Everyone loves dressing up. </li></ul><ul><li>- People love sharing photos of themselves dressed up or in costume. </li></ul><ul><li>- Example Themes I've attended: Mad Men, Alice in Wonderland, Pimps and Hos </li></ul>
  15. 15. Pre-Event Promotion Summary <ul><li>- iBat (Influencers, Benefit, Audience, Theme) </li></ul><ul><li>- Pre-event Events </li></ul><ul><li>- A single RSVP page if possible (, Facebook Public Event,, Eventbright) </li></ul>
  16. 16. The Event <ul><li>- Share the good times: What's the #Hashtag? </li></ul><ul><li>- Check-In: Foursquare, Facebook, Yelp, Gowalla, Whrrl </li></ul><ul><li>- Check-Out: Bizzy </li></ul><ul><li>- Increase sharing exponentially: Minglestream tweetwall or some form of display </li></ul><ul><li>- Share photos & videos, post on Facebook, Posterous, Flickr, Tumblr </li></ul>
  17. 17. Post-Event Wrap-Up <ul><li>Typically, not much done. Everyone rests. Instead... </li></ul><ul><li>- Leverage the new face-to-face status online, tweet deeper. </li></ul><ul><li>- Contest follow-ups, discounts for attendees, post-promo promo. </li></ul><ul><li>- Compile photo albums, video of photos, use in future promotional efforts. </li></ul><ul><li>- LOL All those awesome photos are now tagged on Facebook. </li></ul><ul><li>- Measurement, Analytics, Reporting: increase in buzz, followers, reach, engagement, sentiment. </li></ul><ul><li>- Leverage the event for as long as possible... a long tail is very powerful. </li></ul>
  18. 18. Put the Social in Social Media <ul><li>Use events to promote yourself, your company, your charity, your passion </li></ul><ul><li>Hugs Not Handshakes (TM) </li></ul><ul><li>People remember how you make them feel </li></ul><ul><li>Events bring social media to life </li></ul>
  19. 19. Questions? I have answers... <ul><li>   </li></ul><ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Community Building </li></ul></ul><ul><ul><li>Promotions, Events, Outreach </li></ul></ul><ul><ul><li>Social Web Development </li></ul></ul><ul><ul><li>SPO (Social Platform Optimization) for new and existing web sites.  </li></ul></ul>
  20. 20. Thank you for attending... <ul><li>Please note: </li></ul><ul><li>I used no exclamation points in this presentation: +2 points </li></ul><ul><li>I used pictures of a brontosaurus: +20 points </li></ul><ul><li>I called myself a genius: -2 points </li></ul><ul><li>It made you laugh: +5 points </li></ul><ul><li>Some of you laugh funny: +2 points </li></ul><ul><li>LOL, some of you are doing math right now: +13 points </li></ul>