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Social Media Strategies for Events - Hanzehogeschool Groningen 290312

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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.


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Social Media Strategies for Events - Hanzehogeschool Groningen 290312

  1. 1. Social MediaStrategies for EventsLiza Bergman/ EVENTS Academy/ Gastcollege Hanzehogeschool 230312
  2. 2. 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)
  3. 3. It’s THIS basically.
  4. 4. Your attendees want to be ENGAGED
  5. 5. INTERACTIVE is the new “buzz” word
  6. 6. Start with your EVENT BASICS
  7. 7. Who is your TARGET GROUP?
  8. 8. Formulate SMART goals
  9. 9. How do you ADD VALUE with your event?
  10. 10. Hybrid events are HOTFUSION of worlds and audiences… LIVE HYBRID VIRTUAL event event event
  11. 11. The majority of your audience isOUTSIDE the room Couldn’t or Don’t know you/ Attendees didn’t attend you don’t know them (yet)
  12. 12. Facilitate live STREAMING (webcasting)
  13. 13. LIVE-ONLINE integration: example
  14. 14. So WHAT do we do..?
  15. 15. Think: BEFORE, DURING, AFTER Community PRE event LIVE event POST event
  16. 16. How do EVENT PROFESSIONALS currentlyuse social media for their events? Source: Pathable, 2012
  17. 17. 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
  18. 18. Use the power of WORD-OF-MOUTH…
  19. 19. Do you FISH where the FISH are?
  20. 20. CONTENT: keep it social and relevant>> Collect, produce, fragment, program
  21. 21. FREE event website/ registration page
  22. 22. TWITTER: facts & figures • Worldwide users: 363 million active Tweeps • Dutch accounts: 1.7 million • Total of Dutch population (estimated): 10%
  23. 23. Twitter is a SHOULD-HAVE for events #MSM12
  24. 24. 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!
  25. 25. FACEBOOK: facts & figures • Worldwide users: 834 million • Dutch accounts: 5.9 million • Total of Dutch population (estimated): 26%
  26. 26. Facebook: big, bigger, BIGGEST
  27. 27. 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
  28. 28. LINKEDIN: facts & figures • Worldwide users: 150 million • Dutch accounts: 3.6 million • Total of Dutch population (estimated): 16%
  29. 29. 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
  30. 30. Don’t forget OTHER TOOLS available:
  31. 31. WHO is your Community Manager?
  32. 32. Social media PLANNING• Start ASAP (build followers)
  33. 33. Don’t think for your audience... ASK them!
  34. 34. You’ll need a SOLID internet connection
  35. 35. One image says more than 1.000 words…
  36. 36. Keep a broad perspective LAST tip:Don’t just focus on social media.
  37. 37. Thank YOU! Liza Bergman EVENTS Academy Tel. +31(0)6 31 22 47 98 liza@eventsacademy.nlConnect via LinkedIn: /lizabergman Follow us on Twitter: EventsAcademyNL

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