Guest lecture for first year exchange students of the minor ‘Creating an International Event’ at the Hanzehogeschool Groningen.
Liza Bergman graduated at the School of Communication & Media several years ago. She has been working in Event Management since 2007. Currently she has her own business, EVENTS Academy, that offers courses regarding Event Management. During her studies she was in the international semester, so she shares the experience in following an international program together with exchange students. Also she has done her internship abroad. Check her resume at http://www.linkedin.com/in/lizabergman.
Social Media Strategies for Events - Hanzehogeschool Groningen 290312
Social MediaStrategies for EventsLiza Bergman/ EVENTS Academy/ Gastcollege Hanzehogeschool 230312
What makes SOCIAL MEDIA different?Two-way communication ~ (dialogue) Paid vs. earned attention ~ (trust) Give and take ~ (relationships) Personal vs. mass ~(effectiveness) The power of viral ~(networks)
Think: BEFORE, DURING, AFTER Community PRE event LIVE event POST event
How do EVENT PROFESSIONALS currentlyuse social media for their events? Source: Pathable, 2012
How can YOU use social media for your event? BEFORE DURING AFTER • Create awareness • Live report • On demand content • News/info • Crowd source (e.g. Flickr, YouTube, • Invite • Interactive event SlideShare, etc.) • Convince (USP’s) formats • Thank participants • Improve find ability • Entertain (‘fun factor’) • Collect and share user • Enforce promotions • Monitor real-time generated content • Build a community • Improve logistics • Collect feedback • Facilitate networking • Engage your audience • Referrals • Crowd source • Facilitate networking • Make them come back • Create curiosity • Reach a larger • Keep in touch • Special offers audience • Extend duration • Contest • Include more people • Follow-up meetups • Generate traffic • Save $ + environment • Evaluate
Twitter TIPS: 1. Create a short and catchy hashtag for your event 2. Incorporate back-channels (online + onsite) 3. Install Tweet reporter(s) for live reporting 4. Evaluate via event hashtag # 5. Set-up an account and start today!
FACEBOOK: facts & figures • Worldwide users: 834 million • Dutch accounts: 5.9 million • Total of Dutch population (estimated): 26%
Facebook TIPS: • Create a Facebook Page dedicated to your event • Find relevant and influential Facebook groups • Milestones: fill in major sessions, workshops and micro-events, that form your event • Offers: blast early bird discounts and other offers to your Facebook likers (and other platforms) • Invite attendees to check-in via Facebook Places
LINKEDIN: facts & figures • Worldwide users: 150 million • Dutch accounts: 3.6 million • Total of Dutch population (estimated): 16%
LinkedIn TIPS: 1. Find relevant LinkedIn groups (order by size) 2. Actively participate in discussions 3. Use Advanced Search to the max 4. Create an event and let attendees RSVP 5. Link with your participants and partners