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Content Marketing for Experiential Marketing Events 5.11.15


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Discusses content marketing for the event and experiential marketing industry. Presented at the Experiential Marketing Summit on May 11, 2015.

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Content Marketing for Experiential Marketing Events 5.11.15

  1. 1. Content Marketing: Content is Currency EM Summit 2015 J O N W U E B B E N, C E O
  2. 2. 2 @JonWuebben
  3. 3. Agenda • Content Marketing – What you need to know • Event Case Study: Content Marketing World • Lets Talk About You *Introductions *What is your event? *Who are your attendees? • Your Content Strategy • Before-During-After the Event • Your Content Tactics • Group Activity • Putting it into action • Wrapping up 3 @JonWuebben
  4. 4. My Story • Graduated MBA, Thunderbird 1998 • Ford Motor Company – Dealer Marketing 1999-2002 • Founded copywriting agency in 2003 • Founded Content Launch in 2011 • Author, 2 content marketing books: 2008, 2012 • Next book arriving Q4, 2015 “FUTUREMARKETING” 4 @JonWuebben
  5. 5. Content Launch • First content marketing software built for the Enterprise AND SMB’s (feature rich & affordable) • Agency version: July, 2015 • Plan, create, launch, promote and measure any type of content • Editorial calendars, complete workflow tools, distribution to 15 integrated platforms • Connect with industry influencers to amplify content • 300 content writers • Integrates with Hubspot and Act-on. 5 @JonWuebben
  6. 6. In 2015, Meeting Attendees Are: • Self-directed: Involve them in the learning process • Knowledgeable: Leverage their experience • Goal-oriented: Define clear objectives and outcomes • Relevancy-oriented: Learning must be applicable to their work • Internally motivated: Relate learning to their interests 6 @JonWuebben
  7. 7. So What Can You Give Them? The Appreciative Inquiry Approach… • Body Voting: For any size group, ask individuals to stand or sit based on their answers to questions. • Buzz Group: A small group breaks off from a larger group in order to generate ideas to take back to the larger group • Case Study: An in-depth investigation of a single individual, group, or event to explore what happened • Critical Incident: The telling of an individual experience in story format, which is analyzed 7 @JonWuebben
  8. 8. So What Can You Give Them? The Ignite Approach…using 15 slides for 20 sec/each • Jigsaw: A small group where participants are paired with experts to learn material and then rejoin the group as instructor • Mashups: Collection of random people and their ideas making beautiful conversation together. • Mini-Lecture: An abbreviated presentation, sometimes followed by a facilitated discussion for the remainder of time allotted. 8 @JonWuebben
  9. 9. So What Can You Give Them? The Pecha Kucha Approach: A fast-paced, fun presentation using 20 slides for 20 sec/each • Poster Session: A presentation of peer-reviewed research information with an academic or professional focus. • Simulated Encounter: An experiential format representing real-life scenarios like a sales call. • Spectrogram: An interactive exercise which highlights the range of perspectives in a group. A facilitator asks a question and participants line up along a continuum. 9 @JonWuebben
  10. 10. Lets Talk Content Marketing 10 @JonWuebben
  11. 11. What is Content Marketing? 11 @JonWuebben Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
  12. 12. Content Marketing Exploding 12 @JonWuebben • $30 billion spent on content every year • Marketers spend 25% marketing budget on content marketing • 62% of companies outsource content marketing • 61% of consumers feel better about a company that delivers custom content & will buy from that company. • Blogs give sites 434% more indexed pages & 97% more indexed links. • B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. • Avg cost to generate a lead through inbound marketing ($143) is half the average for outbound marketing ($373).
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  15. 15. Content Marketing Challenges • $ 15 @JonWuebben
  16. 16. The Content Life Cycle 16 @JonWuebben
  17. 17. Content Drives Everything 17 @JonWuebben
  18. 18. The Bottom Line 18 @JonWuebben
  19. 19. The Eight Prong Approach 19 @JonWuebben 1. Leverage testimonials and positive reviews 2. Use SEO to secure top placement in the search engines 3. Support your content building process with a free trial service 4. Guarantee your products and services 5. Monitor the competition 6. Actively pitch the media 7. Build partnerships with others in your industry 8. Get others to share your content socially
  20. 20. What Content Needs to Do Your content should be compelling to readers, visible to search engines, linkable to partners, shareable through social media, and transferable to mobile devices. WOW! 20 @JonWuebben
  21. 21. Ensure Content Impact • Reciprocity - Provide valuable, exclusive content • Commitment and consistency - Get them to opt in and stay true to your brand message. • Consensus - Use reviews, case studies, and testimonials to get them to believe—and buy. • Affinity - If they like your company, they’ll buy from your company. • Authority - As an expert, you are a known authority, so leverage it. • Scarcity - People don’t want to miss out. So show them what they could miss. 21 @JonWuebben
  22. 22. Content Distribution Steps 1. Post it on your website with no strings attached. It’s free and you require no personal information from prospects 2. Blog about it 3. E-mail your in-house database 4. Post it on your social media profiles 5. Publish a press release (pitch it to the media too) 6. Create an ad campaign using banner and text ads 7. Reach out to popular and respected bloggers in your industry and get them to blog about it 8. Mention it in your next monthly newsletter 9. Use it as a basis for a webinar or podcast episode 10. Produce a video about it 22 @JonWuebben
  23. 23. Eight Steps to Content Success 1. You learn who your customer is and where the pain points are. 2. You develop consistent, relevant content in multiple channels. 3. You let go of all control, and let your ideas spread. 4. People share your ideas and link to your content. 5. People find your content through social media and search engines. 6. Prospects and customers start relying on your expertise—the relationship begins. 7. You become the trusted solutions provider in your industry. 8. Your customers tell others about you. 23 @JonWuebben
  24. 24. Content Marketing Take Aways Make all of your content: • Relevant—your content needs to be managed throughout its entire life cycle • Optimized and sharable—the search engines and social networks are a key channel for your content • Leverageable—content needs to serve multiple roles & be used to inform other pieces of the content universe • Profitable—the success of content should be partially measured by its impact on the bottom line 24 @JonWuebben
  25. 25. Content Marketing Best Practices • Source content from everywhere within your company • Align the “pain points” of your prospects with content “cures “ • Develop content that appeals to different types of decision makers • Develop content for all three stages in the buying cycle (awareness, consideration, purchase) • Develop great content in all the different formats and channels • Use social media to build, connect, and grow relationships • Seek to educate your prospects with compelling content • Measure your content marketing progress 25 @JonWuebben
  26. 26. CASE STUDY 26 @JonWuebben
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  53. 53. LETS TALK ABOUT YOU! 53 @JonWuebben
  54. 54. Lets Talk About You • Introductions • What types of Face to Face events? • Who are your attendees? • What are your challenges? • Using content marketing now? 54 @JonWuebben
  55. 55. CONTENT STRATEGY 55 @JonWuebben
  56. 56. What is content strategy? 56 @JonWuebben
  57. 57. Audit and Assessment Most legacy content is inconsistent, irrelevant and out-of-date. What should be reviewed? • Existing content performance (web, social media, SEO, print, etc) • Internal roles and processes • Content strategy readiness • User expectations • Competitors, influencers & partners • Content supply chain 57 @JonWuebben
  58. 58. Strategy and Integration All content should serve a purpose & be proactive. It should support business objectives and meet user goals. Important components: • Messaging • Structure • What types of content? And why? • Workflow • Governance 58 @JonWuebben
  59. 59. Governance & Guidelines For content to remain accurate, relevant and valuable, it’s important to develop specific governance policies, standards, and guidelines. These can inform and even define your: • Content-related roles and responsibilities • Decision-making processes around content • Content governance & measurement tools 59 @JonWuebben
  60. 60. What will your strategy be? 60 @JonWuebben
  61. 61. What are Your Goals? • Attract more attendees. • Cross-sell current attendees into other products and services. • Create new sales opportunities for exhibitors. • Drive more attendees to the exhibits. • Lower attendee churn. • ALL OF THE ABOVE? 61 @JonWuebben
  62. 62. Who is the Target Attendee? • Who is the main attendee [delegate] that you are targeting for the event? • Begin to build out a buyer persona for that target attendee. • Construct a list of their critical questions, by asking yourself some questions first: * What keeps the buyers up at night? * What are their pain points? * What kind of content should be created at the event? * Tie programming content to these pain points • If you were developing an educational trade magazine around this event, what would it be about? 62 @JonWuebben
  63. 63. Your Content Marketing Mission Statement Our content marketing plan’s goal is to attract more prospects (why) to consider and sign up for our event. The primary attendee prospects for the event are plumbing contractors in the Northeast U.S. The main informational challenge (as it relates to our event) for these contractors is integrating online marketing into their traditional marketing programs. This means that our key content buckets should include inbound marketing, social media training, technology systems, and employee training for marketing purposes. 63 @JonWuebben
  64. 64. What Content do You Have to Work With? • Written articles • Videos and presentations from the previous show • Books and/or eBooks • Audio interviews or podcasts • Print material • Pictures and designed images • Match these assets up with the type of content that will solve the prospects’ challenges and, ultimately, get them interested in the event 64 @JonWuebben
  65. 65. Other Assets that may not be in Story Form • Speakers and their current content (blogs, articles, videos, etc.) • Influencers in the community • Exhibitor or sponsor content • Employee or staff content • Once this is complete, you can properly analyze what is missing, and what kind of content you need to create or purchase. 65 @JonWuebben
  66. 66. Where to Publish • Should you use print? • Should a blog be the center of your strategy? • Is your printed content more strategic? • Is your web content more actionable in nature • Which social media channels should you focus on? • What is the type of content that goes into each channel? • Your content marketing channel plan holds the key to helping you decide the type of content to create, your content velocity, and the metrics (calls to action) for each specific channel. 66 @JonWuebben
  67. 67. Key Metrics Specific to online content marketing, there are four key content marketing metrics: • Consumption metrics: How many people viewed or downloaded the content? • Sharing metrics: How often is the content shared with others? • Lead generation metrics: How often does the content result in some form of lead for the event? • Sales metrics: How often is the content resulting in event registrations? 67 @JonWuebben
  68. 68. The 1-2 Key Metric Punch Subscription AND Sharing • Subscription is the best method for event content marketing. • If you can get the prospect to sign up for ongoing content updates, that will enable you to nurture them to ultimately attend the event. • Sharing: Content marketing is so powerful for events because it does more than a simple direct mail or event solicitation — it gets the idea about your event out to your network’s networks 68 @JonWuebben
  69. 69. Other Key Considerations 1. Are you taking advantage of all content opportunities at your event to market throughout next year? 2. Are you leveraging media partnerships through co- created content marketing projects 3. Are there opportunities to use speaker content (blog posts, Q&As, podcast interviews) before the actual event? Are you getting the most out of your speakers? 4. Could you create new sponsor opportunities with educational content and your exhibitors that last the full year? 69 @JonWuebben
  70. 70. BEFORE, DURING & AFTER THE EVENT 70 @JonWuebben
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  72. 72. 1. Create Buzz • It’s all about building the buzz and excitement for the event. • It helps increase word-of-mouth, and its goal is to get more people to register for the event. • This might include hints and event surprises or giveaways of event schwag. • Example: If you’ve planned a hashtag or other community-generated content idea around your event. 72 @JonWuebben
  73. 73. 2. Provide Information • Informative event content marketing tells attendees what they need to know. • This might include information on registration and deadlines, or sharing informative blog posts. • If you notice a common questions popping up from attendees, you can answer it. • This isn’t “sexy” content, but it is useful content, and it’s the information people need to know. 73 @JonWuebben
  74. 74. Before the Event Before the event happens, your content marketing must: 1. Let your audience know about your event. 2. Get them excited enough to register and tell others. 3. Keep your audience updated so they feel in the know. 4. Help your audience remain excited about the event. • Write headlines, descriptions, tags and make trackable short URLs. • Pre-write tweets, updates and decide on a hashtag. • Submit your event to event listing sites; create events on Facebook and LinkedIn. • Create a contest or buzz around your event to inspire others to tell their networks. • Issue an optimized press release. • Announce your event through email and social channels. 74 @JonWuebben
  75. 75. During the Event During the event, your content marketing takes on a kind of “live reporter” feel. You’re keeping both the event attendees informed, as well as those who are following along back home. And, you are still keeping the buzz alive. • Create content that attendees can participate with. • Take photos of attendees and post to your Facebook page so they can tag themselves. • Use tweetable, shareable content at your event. • Have someone on your team monitoring tweets and buzz during your event. Interact as appropriate. 75 @JonWuebben
  76. 76. After the Event Post-event content marketing is the one most content marketers forget. • We all need a bit of closure, especially if your event is going to happen repeatedly. • This is your chance to get testimonials or collect social posts that are enthusiastic about your event. • Reach out to attendees on social media. • Thank them for coming. Ask their opinions on the event. • Post some buzz content from the event, and hint at the next event. • Share downloads, videos, and helpful related content that both attendees and non-attendees find useful. • Thank any live bloggers that covered your event. • Use media coverage from the event in your newsroom, corporate email and other communications. 76 @JonWuebben
  77. 77. TACTICS 77 @JonWuebben
  78. 78. Give Away Tickets to Create Buzz • Nothing motivates people more than the opportunity to win something free • So why not give away a ticket or two for your event to really amp up the buzz? • Contests provide a rapid way to generate interest in your event—especially if you have the right prizes. 78 @JonWuebben
  79. 79. Create a “Group Tips” Blog Post • Chances are you have great insight locked inside the minds of your event speakers. Why not pool that knowledge into a great blog post? • This is where you ask experts to contribute a short writeup on their favorite tip, tool or perspective on a specific topic. • Great way to involve the experts and they provide ongoing exposure for your presenters. • Example: Social Media Marketing World produced two articles featuring the experience of their presenters: * 24 Must-Have Social Media Marketing Tools * 21 Social Media Marketing Tips From the Pros 79 @JonWuebben
  80. 80. Create a Special Graphic for Your Speakers • Who doesn’t love to see their face in a cool sign? Well, speakers are often very fond of this. • So go to the effort to create custom graphics your presenters can use • You can encourage presenters to place these on their blogs, in Facebook updates and much more. 80 @JonWuebben
  81. 81. Create a Tweet for Attendees • If people are excited about attending your event, why not ask them to click a button and tell their friends about it? • This is something easy that you can place on the “Thanks for Registering” page. • Click here to create the code for a customized tweet and be sure to customize the “tweet text”. 81 @JonWuebben
  82. 82. Create an Event on Facebook • A Facebook event listing provides an easy way for attendees to share your event with their friends. • Each time someone shares that they are attending your event creates the potential to drive more people to your Facebook Page. • Also a channel for asking questions, providing an alternate means of customer service. • You can also @tag event names in your Facebook Page updates. • Tip: Encourage attendees to visit your Facebook Event Page and see who else is attending. 82 @JonWuebben
  83. 83. Plan Content Against an Editorial Calendar • Build an editorial calendar that maps the conversations, tactics, and channels you plan to leverage leading up to the event. • A key starting point is checking the content you already have at your disposal that might be relevant. • Organize your editorial calendar by monthly themes — each one conveying a different “chapter” or facet of your event’s story…. 83 @JonWuebben
  84. 84. Plan Content Against an Editorial Calendar • Examples: * Industry’s top five pain points - Jan * Latest strategies by industry leaders - Feb * Give industry predictions - March. • Add both your repurposed and newly created content to the calendar each month, maintaining variety in the types of content you publish. • Each piece of content you add to your schedule should tell a coherent, progressive story * Speaks to issues that are relevant to potential attendees of your live event. 84 @JonWuebben
  85. 85. Create a Dedicated Print Publication to Accompany Your Event • Hard-copy publication can be a good way to capture the experience of your event in a memorable form • Ask industry thought leaders (analysts, customers, partners, etc.) to write articles • Complement with content from internal subject matter experts. 85 @JonWuebben
  86. 86. Take the Pulse of the Industry by Conducting a Survey or Research Study • Serve as a great source of original content that can be repurposed for use across multiple owned channels. • Results can be newsworthy, potential for added exposure on external channels. • Research can be enriched by commentary, questions, and analysis from industry’s best writers • Can live beyond the event in the form of an infographic, white paper or more. 86 @JonWuebben
  87. 87. Create an Online Community • Attendees can engage with, both in advance and afterwards. • Great for prominent events, especially those that have substantial and original content to accompany them • Microsite that includes a knowledge bank with event-related content (like white papers, digital versions of articles, videos, slide decks, etc.) 87 @JonWuebben
  88. 88. Create an Online Community • Great way to give the content a fresh platform — and a longer life span. • Can be used to improve event networking by starting dialogue before the event begins. • Can convey event-specific messaging, include interactive elements (e.g., quizzes or polls), and be more than just a listing of the event dates, location, and agenda. 88 @JonWuebben
  89. 89. Record Speaker’s Presentations at the Event • Most conference organizers are set up for audio, but not video • Content marketing output: white papers, articles, blog posts, podcasts • Tip: Post the original text transcript along with the audio files, so that the keywords appearing in the content is discoverable through search engines. • Break down the videos into most relevant highlights. • Content marketing output: Create a demo reel and post on website or blog. • Send it to relevant industry thought leaders and journalists. Post on YouTube. 89 @JonWuebben
  90. 90. Making it About Attendees • Answer attendee’s biggest questions and pain points • What are the biggest problems people in your industry face? What are the biggest questions they want answered? • Trade shows are great opportunities to interview your customers face to face and learn about what they’re interested in. • Instead of just thinking of a trade show as an opportunity to sell to your audience, think of it as an opportunity to learn from them. 90 @JonWuebben
  91. 91. The Past Feeds Future Marketing Campaigns • Document everything you do at the current event • Record slide decks, pics, videos, statistics, social media chatter, reviews etc. • Publish and repackage when launching your next event especially if it is a recurring fixture • Statistical data and testimonials from previous event feeds your call for event partners, sponsors, and exhibitors for the next one. 91 @JonWuebben
  92. 92. The Past Feeds Future Marketing Campaigns • The audience reviews and visual content (video and gallery shots not to mention positive press reviews from the last event) are the teasers to the next one. • The slide decks from your presenters – repackage as bit-size infographics will give your new speakers a snapshot of what’s expected when you begin the next open call. 92 @JonWuebben
  93. 93. 360 Degree, Not One Dimensional Content • It’s not just the stuff on the presentation slides and the speakers on stage that you should be harvesting from. • Look at the other stakeholders. • Who was on the event team and what did they think? Who attended the event? • What exciting new products were launched at the event by sponsors and exhibitors? • What controversy was there, if any? What did the venue look like? 93 @JonWuebben
  94. 94. Give the Audience a Voice • Who arrived that was significant in the sector • What was their demographic profile and did you spot a trend? • Did you create any user generated content via crowd-sourcing content campaigns. • What did they think? Was there Social Media Chatter that you could storify? • Is there an element of ‘fandom’ you can tap into? • Did they agree or disagree with what was being said? • Did they give you their reviews in a vox pop or via testimonial? 94 @JonWuebben
  95. 95. Recycle & Repackage for your next Audience For any one piece of content there are multiple ways to recycle and repackage it for your next audience, whether it’s via: • Video • Podcast • Slideshare • Storify • Infographic • Evergreen blog • Survey results • White paper • Visual memes with soundbites in quotation • Tagged Instagram photos • and the list goes on… 95 @JonWuebben
  96. 96. Recycle & Repackage for your next Audience • Fit the content tone and format to the key target personas in your audience and their likely digital footprints. • Distribute the material along appropriate points in their user purchase journeys when interfacing with your event. 96 @JonWuebben
  97. 97. Crowdsourced Content Opportunity • An event is a fantastic place to get crowd sourced content created. • Ask attendees to contribute a photo or fill out a survey • You can promote your campaign through social media using the event hashtag, email blasts, on your bag drop, or through other programs. 97 @JonWuebben
  98. 98. Live Twitter Chats w/Speakers Prior to Event • Encouraging your audience to post questions embedded with the event’s hashtag. • Following the chat, post the conversation on your event website or company blog. • Accomplishes a number of key goals: • It gets your Twitter followers interested in the event, and encourages them to register in a very un-salesy way. • It engages folks who have registered, and encourages them to follow your social media activity. • Through re-tweets and mentions, it reaches a broader audience that may not have been aware of your event previously. 98 @JonWuebben
  99. 99. Attract Sponsors & Exhibitors • Create an infographic showcasing your event’s attendance and buyer statistics • Include overall reach through social and online channels. • This will help shape the conversation about return on investment. 99 @JonWuebben
  100. 100. MORE BEFORE- DURING-AFTER TO DO’S 100 @JonWuebben
  101. 101. Before Your Event Starts… 101 @JonWuebben
  102. 102. Create an Event Hashtag • Use it in presentations and when promoting your content on social media. • At the event, include signage with your hashtag to encourage sharing. • Your event hashtag should be unique, memorable • Short enough that it doesn’t take up too many characters on Twitter. • A unique hashtag will allow you to search for social media posts related to your event. • Help people remember it by including it in all your event-related social media posts and graphics. 102 @JonWuebben
  103. 103. Plan Cross-Promotion Initiatives • Share your content plans and assets with speakers and sponsors • Ask how you can promote their content back to your audiences. • They will be open to cross-promotional initiatives, as this will help them get the most value out of participating in your event. • Ask your speakers to write blog posts about topics in your industry as a prelude to their seminars. • Get your sponsors to create videos that help your audience prepare to attend. 103 @JonWuebben
  104. 104. Make Use of Twitter Lists • Compile your event speakers, sponsors, and attendees into separate Twitter lists. • Make a point to check the activity feed for each and engage with users on a regular basis. 104 @JonWuebben
  105. 105. Film Videos Showcasing Speakers & Sponsors • Develop short videos showcasing your event speakers or sponsors. • Speakers can give a sneak peek into their presentation topic • Sponsors can provide education surrounding the value proposition of their product. • By putting key event stakeholders in the spotlight, you’ll increase the odds that they’ll share your content with their audiences! 105 @JonWuebben
  106. 106. Interview Speakers & Sponsors • Come up with interview questions to ask speakers and sponsors. • Email them the list of questions • Give them the option to answer via email or via video-chat, using a service like Google Hangouts to conduct and record the interview. • Make sure to request a company logo and headshot so you can turn the interview into a blog post or edited video! 106 @JonWuebben
  107. 107. Share Behind-the-Scenes Photos • Take photos of the venue where the event will take place or of your team preparing for the event. • This type of human touch tends to do well on social media • Share these photos on more personal, image- driven platforms such as Instagram, Facebook and Twitter! 107 @JonWuebben
  108. 108. Make a Highlights Reel • Edit a short video that showcases the best moments from your previous event. • Include a mix of footage that conveys the professional and personal value of attending, blending moments of people presenting and socializing. 108 @JonWuebben
  109. 109. Collect & Share Testimonials • Ask speakers and attendees from previous events to provide 1-3 sentences about their experience at your event. • Compile these into a blog post and/or share each quote as a layered image on social media. • Use a tool like Canva to batch create multiple quote images using a pre-designed template. 109 @JonWuebben
  110. 110. During Your Event … 110 @JonWuebben
  111. 111. Tag Photos of Attendees • Take photos of attendees and speakers • Make sure to @mention their Twitter and Instagram profiles on each social network. • Don’t forget to include your event hashtag in all of these posts! 111 @JonWuebben
  112. 112. Share Presentation Quotes • These are the snippets that people following your event from home are waiting for • Give them more than just tweets by creating quote images in the moment using a tool like Wordswag. • Images have been proven to receive a lot more engagement on social media than plain text • Will take less time to create one of these quote graphics than it does to cull your tweet to 140 characters 112 @JonWuebben
  113. 113. Have an Event Hub On Your Website • Compile and present all social media content shared at your event in a single interface. • A tool like Eventifier allows you to curate posts from Facebook, Twitter, Instagram and more • Gives those that couldn’t be there in person a way to follow your event from home. • Eventifier also includes an analytics platform that gives you a breakdown of your social media performance • Provides an easy way to contact and reward your most socially active attendees 113 @JonWuebben
  114. 114. Provide Handout Materials • Give your attendees tangible materials to take home. • These should have some sort of educational value pertaining to your event topic • Include your event hashtag and social media profile links. 114 @JonWuebben
  115. 115. Offer Incentives for Social Media Interactions • Now that people have your social media information, provide a reason for them to follow and engage with you • Make this incentive clear in your handout materials, event signage, and opening statements. • This incentive could be something that you could profitably offer to everyone who takes the desired social media action • % or dollar amount off the admission price to your next event. 115 @JonWuebben
  116. 116. Run a Sweepstakes or a Contest • Offer a chance for one or a few people to win a higher- value prize. • Have attendees follow your social networks or share a post about your event in order to be entered to win. • Make it clear that they must include the event hashtag and @mention your company to be eligible. • While sweepstakes involve choosing a winner at random, a contest winner is awarded by merit. • Ask attendees to share a funny photo or creative tweet • Decide on the winner via an internal panel or by the number of social media responses each post receives. 116 @JonWuebben
  117. 117. After the Event … 117 @JonWuebben
  118. 118. Compile Everybody’s Information • Collect attendee information from social media posts • Match these to contact information you collected when people registered for your event. • Use a tool like Eventifier • Provides a record of your marketable audience and prospective attendees for your next event • Facilitates your social media outreach efforts. 118 @JonWuebben
  119. 119. Send Thank You Notes • Email all speakers and attendees, thanking them for participating in your event and helping to make it a great success. • Encourage them to follow you on social media by conveying a clear “what’s in it for me?” • Mention what sorts of interesting activity will be coming up on your social networks in the upcoming days • Lke announcing promotion winners or sharing photos and videos from the event. 119 @JonWuebben
  120. 120. Ask For Feedback • In a separate email, ask attendees to tell you what they thought about your event. • Use a tool like Polldaddy or Surveymonkey to easily create a questionnair • Make sure to include both quantitative and qualitative form elements. • This allows you to quantify a big picture sentiment on the quality of your event • Can collect more nuanced insights that can be used to create testimonial quotes to promote your next event. 120 @JonWuebben
  121. 121. Share Event Recaps • Create an album of event photos on Facebook and ask people to tag themselves and the people they know. • Compile all event presentations on Slideshare and share the link via email and social media. • If you’re using a tool like Eventifier, you can present all these different types of posts from a single event dashboard 121 @JonWuebben
  122. 122. Build a Content Repository • In addition to sharing content, save it so you can reuse it later. • Your next event will be around the corner before you know it • Repurpose all the great content you collected and turn it into new great content 122 @JonWuebben
  123. 123. GROUP ACTIVITY 123 @JonWuebben
  124. 124. PUTTING IT INTO ACTION 124 @JonWuebben
  125. 125. WRAPPING UP 125 @JonWuebben
  126. 126. Contact Me Jon Wuebben (909) 437-7015 mobile Twitter: @jonwuebben 126 @JonWuebben EM Summit Special 25% of ALL Content Packages (for next 30 days)
  127. 127. QUESTIONS? 127 @JonWuebben