Whether you're hosting a local meetup, putting on a webinar, or planning a big international conference, Leadtail's guide to Marketing Your Events with Social Media will show you how to build interest and engagement before, during, and after your event. You'll learn: - How to leverage  the  power  of  social  media  to  create  buzz  and promote your event; no matter how big or small! - How to engage  your  customers  and  prospects  to  attend,  and  get   them  sharing  your  event  information  and  ideas  with  their   social  networks. - How to keep  the  conversation  going  with,  and  between,  attendees   and  their  social  networks  after  your  event  is  over. If you find this presentation helpful, please share it with your friends and colleagues! And, be sure to check out lots of other helpful resources for helping marketers and advertisers make better decisions at http://Marketing.Leadtail.com Join us on Facebook at http://www.facebook.com/Leadtail, and Follow us on Twitter at http://www.twitter.com/Leadtail

1. Marketing Your Events
with Social Media
Prepared by Carter Hostelley
October 12, 2011

2. Leverage Social Media for Your Event
Leverage the power of social media to create buzz and
Engage your customers and prospects to attend, and get
them sharing your event information and ideas with their
social networks.
Keep the conversation going with, and between, attendees
and their social networks after your event is over.
Remember, your target audiences has lots of event

3. Social Media Planning Stages
1. Pre-­Event 2. During Event 3. Post Event
PROMOTION ENGAGEMENT CONVERSATION
Keep Conversation Going
Listen & Engage
Build
Listen
Generate Develop
AWARENESS
ACTIVITY ADVOCACY
Use social media to Get attendees Generate positive social
make your customers participating during the media conversations
and prospects aware of event via social media after the event
the event

4. Social Media Process
Your Event Key Content Social Tools & Target
Messaging Types Platforms Attendees
Blog Posts
Tweets Generate
Awareness & Buzz
Customers Announcements
Videos
News Releases
Prospects
Comments
Status Updates
Partners Polls & Surveys
Contests
Influencers Games
Create Engagement
Offers
& Advocacy
White papers
Presentations
Advertising

5.
Set up Web and social media alerts to find out
what people are saying about your brand,
product, or service.
Discover which news sites, social networks, blogs,
groups or forums are generating conversations.
Monitor brand conversations pre, during, and post

6. How to Get Started?
1. Determine your social media goals for the event
2. Understand the social profile of your target attendees
3. Develop your social media plan
4.
and mobilize your target attendees
5. Track and measure progress along the way

7. 1. Determine Your Social Media Goals
Create awareness and buzz with your customers,
prospects, partners, and other target attendees?
Drive engagement during the event?
Build relationships and advocacy post event?
All of the Above!
Reach Engage Build
Audience Attendees Relationship

8.
What are they saying online
about your brand or product?
What social networks do they
belong to? (e.g., Facebook)
Do they read, share, and/or create social content?
(e.g., blogs, YouTube, Twitter, LinkedIn)
How active are they on the Social Web?

9. 3. Develop Your Social Media Plan
Prepare your overall event description including key benefits, target audience,
graphics, etc.
Determine your social media success metrics:
-­ Social media traffic coming to event registration page (pre event)
-­ Social media event mentions and shares (pre, during, and post event)
-­ Social media views/downloads of event content (post event)
-­ Increase in followers, fans, connections, etc. (pre, during, post event)
-­ Sales or leads generated from social media (post event)
Plan event timeline -­ start social media efforts at least 30-­days before small
events (e.g., Webinar) and 180 days before large events (e.g., conference)
Socially-­
Enable social media tracking (Web analytics) on registration pages.
Pick social media tools to use pre, during, and post event.

10. 4. Pre-­Event Promotion Social Tools
To do List Description How to Use Tools
Monitor Social Web for Set up email alerts for brand and product
Set-­‐up Social
brand and product related keywords ; hear what people are saying
Monitoring
keyword mentions.
Invite LinkedIn connections and Facebook
Add your event to
Add Social fans to register for your event. Event
LinkedIn and create event
Event Pages pages should include event graphic,
page on Facebook.
description, and registration link.
Set up dedicated Twitter Reference hashtag in email invites, tweets,
Create Hashtag
keyword phrase (Hashtag) blog posts, etc. when promoting event.
for Twitter
for your event.
For large events, set up Build audience for event Twitter and
Create Social Twitter profile and Facebook profiles. Leverage as channels to
Profiles Facebook page. promote and engage target attendees.
For large events, create Blog about upcoming event speakers,
Create Blog for
blog for event. topics, happenings, sponsors, etc.
Conference
For large events, create Post YouTube video about your event
Do Conference highlighting topic, target attendees,
event related video and
Videos benefits, etc. Share using social tools.
post on YouTube.

11. Pre-­Event Promotion Social Tools
To do List Description How to Use Tools
Promote your event using Issue news release announcing event,
Issue News
online news release benefits, target audience, date, location,
Releases
services. etc.
Tweet daily and increase Use Twitter to promote event, speakers,
Promote on
frequency as event date topics, attendees, benefits, etc.
Twitter
approaches.
Promote event to
Promote on LinkedIn social network. Send personal invites to your
LinkedIn connections.
Post daily about event on Leverage Facebook to promote the
Promote on Facebook pages. event. Besides event pages, also do
Facebook frequent newsfeed updates about your
event.
For large events, consider Create social contest or sweepstakes that
Launch Social launching social contest. targets attendees in fun and interesting
Contest ways. Promote on social networks.
Find groups and forums Participate in discussions on relevant
Promote on where target attendees LinkedIn groups and mention upcoming
Groups and participate, and talk about event.
Forums your event.

12. Pre-­Event Promotion Social Tools
To do List Description How to Use Tools
Comment about event Find relevant blogs and comment on posts
Promote on
on related blogs. about your upcoming event.
Other Blogs
For large events, consider Buy advertising on Twitter, LinkedIn, and
Advertise on advertising on social Facebook to reach target attendees.
Social Network networks.
Get Partners sk speakers, partners, Make sure they know Twitter hashtag,
vendors, sponsors, key event social pages, registration link, etc. Any and all
to Promote
attendees to promote. and prompt them to promote often. tools
Event

13. Pre-­Event Promotion Examples
Webinar Event Pages Event Updates
Inviting everyone to our upcoming tech Webinar #techwebinar
Event Tweets

14. During Event Engagement Social Tools
To do List Description How to Use Tools
Monitor Social Web for Monitor Social Web for what people are
Monitor
event hashtag and related saying during event; and respond to
Social Web
mentions. questions and comments in real-­‐time.
Engage on Tweet out frequently during Tweet out highlights, key questions,
Twitter event. Encourage attendees updates, etc. Respond to attendee
to tweet. tweets in real-­‐time.
Let social network know that have joined
Engage on event and monitor network updates and
LinkedIn with key attendees. engage. Connect to key attendees.
Post event updates to Post highlights, key questions, updates,
Engage on Facebook newsfeed. polls, photos, etc. to Facebook newsfeed
Facebook and pages.
For large events, upload Post YouTube event videos: sessions,
Upload event-­‐related videos to interviews, updates, etc. Share using
Videos YouTube. social tools.
For large events, do Blog about presentations, speakers,
Blog about attendees, updates, happenings, sponsors,
blogging during event.
Event etc.

15. During Event Engagement Social Tools
To do List Description How to Use Tools
For large events, upload Post presentations and related
Upload presentations and post on documents.
Presentations social sites.
For large events, upload Post event photos: sessions, interviews,
Upload event photos and post on updates, etc. Share using social tools.
Photos social sites.
For large events, consider Generate attendee engagement with
Launch On-­‐
launching Location-­‐based check-­‐ins related contests and
Site Contest
contest. sweepstakes.

16. Post Frequent Updates During Event
Post event updates, videos, and pictures to the
Facebook and YouTube.
Tweet tips, key points, questions asked, highlights
during event.
Blog about event news and happenings.
Monitor and respond to comments and questions.

17. Post Event Conversation Social Tools
To do List Description How to Use Tools
Monitor Social Web for Monitor Social Web for what people are
Monitor
event hashtag and related saying post-­‐event; and respond to
Social Web
mentions. questions and comments in real-­‐time.
Post-­‐event tweets. Tweet out event highlights, attendee and
Engage on
Twitter
tweets, etc.
Share Event Post presentation so Share presentation on document sharing
Document others can view and sites.
share.
Survey Send out event survey to Share summary survey findings with
Attendees attendees. attendees. Share using social tools.
Connect on Connect to speakers and Connect to speakers and key attendees;
LinkedIn attendees respond to LinkedIn updates about your
event.
Update on Post event update to Post highlights, key findings, questions,
Facebook Facebook newsfeed. updates, presentation, survey results, etc.
Wrap-­‐Up Write blog about what the Do wrap-­‐up blog post referencing key
Blog Post event. findings, questions, attendance, etc.

18. Keep the Conversation Going After Event
Survey attendees about event and share results.
Socialize all your content presentations,
interviews, speaker notes, whitepapers, etc. How likely are you to recommend
our event to a colleague?
Link in to key attendees and prospects.
Thank attendees that tweeted about event.
Leverage conversations to promote next event.

19. Social Media Plan Summary
Pre-­Event During Event Post Event
PROMOTION ENGAGEMENT CONVERSATION
Create Facebook and
Do live Tweeting and Survey attendees and
LinkedIn event pages
blogging during event share findings
Get Twitter hashtag
and use it Update Facebook often Post and share event-­
related content
Keep Conversation Going
Set up Twitter and Update and expand social
Facebook pages network on LinkedIn Tweet out thank you, key
Listen & Engage
questions, comments,
Create event blog Post and share event presentation, etc.
Listen
photos and presentations
Do event video
Do wrap-­up blog post on
Do event videos
Issue event news release event
Talk about event on related
Talk about event on related Engage and expand social
groups and forums
groups and forums network on LinkedIn
Comment about event on
Comment about event on
related blogs Comment about event on
related blogs
related blogs
Launch social contest Launch on-­site social
contest Start promoting your
Advertise on relevant next event!
Monitor and respond to
social networks social comments

20. 5. Track and Measure Your Progress
Categories Key Questions Examples
Social Audience Did the event help your total audience Twitter Followers, LinkedIn
for your social media properties grow? connections, YouTube and Blog
subscribers
Social Views How often was your event-­related Number of Facebook views, LinkedIn
content viewed via social media? views, YouTube views, blog views
Social Engagement How often did your event attendees Facebook wall posts, blog comments,
engage with you and each other via brand mentions
social media?
Social Advocacy How often was your event content being Facebook likes, Twitter retweets,
shared and recommended? positive reviews
Social Referrals How many registrations, visits, clicks, Website visits, newsletter signups,
and leads were generated from your referrals, product sales
social media efforts?

21. Social Media Tools for Events
Tools Description How to Use Stage
Monitors Web for brand Are you listening? Set up email alerts for Pre-­‐Event
and keyword mentions. keywords related to your brand or During Event
product to hear what people are saying. Post Event
Social networking Create Facebook event page to promote to Pre-­‐Event
platform for friends and Facebook audience. Use newsfeed of During Event
brand page for event updates. Leverage for Post Event
brands. event related contests, polls, surveys.
Social networking and Build and engage relevant target attendee Pre-­‐Event
microblogging platform audience. Build event awareness and During Event
for everyone. engagement with frequent tweeting. Post Event
Social networking Create event page and post related Pre-­‐Event
platform for business comments to LinkedIn Groups. Advertise
During Event
professionals. event to target business professionals. Link Post Event
in to key attendees.
Most popular blogging Blog pre, during, and post event to Pre-­‐Event
platform. generate awareness, comments, and During Event
conversations. Post Event
Video-­‐sharing platform Leverage (prior event )videos to generate Pre-­‐Event
and 2nd largest search-­‐ interest in new event. Post videos of During Event
engine on the Web. speakers and attendees during and after Post Event
event.

22. Social Media Tools for Events
Tools Description How to Use Stage
Online news release Issue online press release about event to Pre-­‐Event
service. generate buzz and awareness.
Monitors Social Web and blogs Monitor what people are saying about Pre-­‐Event
for brand mentions. Sends your brand, product, event on Twitter, During Event
email alerts. Facebook, etc. Post Event
Location-­‐based social -­‐ During Event
network application for social activities like contests.
mobile devices.
Online photo Post and share event photos. During Event
management and sharing Post Event
application.
Online presentation and Post and share event related During Event
document management presentations and documents.
and sharing application. Post Event
Web-­‐based survey Survey attendees about event and share Post Event
application. results.

23. Free Social Monitoring & Tracking Tools
Tools Description URL Measures
Monitors Web for brand and keyword
www.google.com/alerts Social Engagement
mentions. Sends email alerts. Social Advocacy
Monitors Social Web and blogs for Social Engagement
brand mentions. Sends email alerts. www.socialmention.com Social Advocacy
Track interactions with fans and content within Social Views
Insights Facebook. Must be page admin to view. www.facebook.com/insights Social Engagement
Social Advocacy
Measures an individuals social influence. Want
high Klout score folks recommending brand. www.klout.com Social Advocacy
Link shortening tool that makes it easy to track
www.bitly.com Social Referrals
and analyze clicks and referral sources.
Monitors Twitter for brand and keyword Social Engagement
www.tweetbeep.com
mentions. Sends email alerts. Social Advocacy
Social Audience
Website and blog analytics that tracks unique
www.google.com/analytics Social Views
visits; and inbound clicks from social referrals.
Social Referrals
Insights Website and blog analytics that tracks unique www.youtube.com/t/advertising Social Audience
visits; and inbound clicks from social referrals. _insight Social Views

24. Just Remember Before You Get Started
Start social media efforts early. At least 30-­days before small
events (e.g., webinar) and 6-­months before large events
(e.g., conference).
Social media is not an advertising campaign. It takes time to
on all your marketing materials (e.g., direct mail and email
marketing).
Enable social sharing on registration thank you page so
attendees can tell their network they registered for the event!

25. Thank You!
Leadtail helps marketers, advertisers, and business
owners with their online marketing and social media
http://Marketing.Leadtail.com
http://www.Leadtail.com
http://www.StartupYourOnlineAdvertising.com
http://www.BestOnlineAdvertisingStuff.com
@Leadtail
www.facebook.com/Leadtail
(888) 330-­3236