Social Media Best Practices and Trends for Building Event Buzz

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Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012.

An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans.

Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.

In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.

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  • Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
  • Pinterest has more than 10 million monthly unique visitors and is now the third most popular social networking site behind Facebook and Twitter.Pinterest has grown from roughly 1 million users in July 2011 to more than 20 million today. Recent data released by Modea shows around 68% of Pinterest users are  women, and 28.1% of users have an average household income of over $100,000. Furthermore, about half of the users have children and more than 27% are between the ages of 25 and 34.Modea also noted that Pinterest users spend an average of 15.8 minutes on the site.
  • Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
  • Create a pinboard that provides training and ideas
  • Foursquare is a location-based social networking website for mobile devices, such as smartphones. Users "check in" at venues, keep up with friends, discover what's nearby, save money and unlock rewards.
  • For its 2013 catalog teaser, IKEA has unveiled that they will be adopting augmented reality in their future catalogs to add a layer of information and interactivity through mobile. When the page is scanned, it will bring up extra content, like customization options or pictures of the furniture in use.
  • The Starbucksaugmented reality campaign “Cup Magic app” allowed you to send and receive virtual Valentine messages.
  • Released Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone.
  • Social Media Best Practices and Trends for Building Event Buzz

    1. 1. Social MediaBest Practices & Trends Erica Campbell Director of Social Media Dominion Homes Media @ericacampbell
    2. 2. Agenda• Social Media Landscape• Strategy• Facebook• LinkedIn• Photo Sharing• Video• Blogging/Microblogging• Google+• Mobile• Websites
    3. 3. SOCIAL MEDIALANDSCAPE
    4. 4. 52 percent of a brand’s reputation can be attributed to how social it is online, according to global executives in a recent study.Source: Weber Shandwick &Forbes Insights 2011 Flickr: Creative Commons Mavis
    5. 5. On Average, Facebook fans spend an extra $72 on products & are 41% more likely to recommend products vs. non-fans.Source: Knowledge Networks Flickr: Creative Commons Owenbrown
    6. 6. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com
    7. 7. Social Media Is Becoming More Influential At EachPhase Of The Connected World
    8. 8. Two Giant Sources of Traffic
    9. 9. Changing HowConsumers Consume Information
    10. 10. STRATEGY
    11. 11. Product Development Marketing Online Presence • Lead Generation • Feedback • Message Reach • Ratings & Reviews • Early Warning • Brand Reputation • Communities • New Product Ideation • Rich Media • Customer Stories • Influence Sales Customer Service HR/Legal• Leads & Referrals • Listening • Recruitment• Collaboration • Retention • Overall Counsel• Thought Leadership • OutreachA tool to be leveragedacross the fabric of thecompany: differentfunctions, uses and values Get Organized
    12. 12. • Increase brand awareness & reach• Increase awareness of the broad-based education• Increase website traffic• Humanize your voice• Recruiting & hiring• Provide thought leadership & credibility• Effectively market education programs & events• Increase registration, attendance & fundraising• Manage you reputation management• Improve search engine rankings• Establish partnerships• Build additional value for speakers Define Objectives & Goals
    13. 13. Create a Center of ExcellencePhoto: Mashable
    14. 14. • Passion• Social media savvy• Enthusiasm• Good communicator & writer• Knowledge of brand touch points• Good technical skills with computers and online applications• Willingness to take on the time commitment required Recruit Superfans
    15. 15. • What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identity?• What differentiates your brand?• What is your company story?• What do want your customer experience to feel like?• Identify types of contentDevelop a Content Strategy &Choose Your Social Identity
    16. 16. Paid, Earned & Owned Media
    17. 17. Develop a Content Calendar
    18. 18. “A social media policy shouldnot only protect the company, but should also encourage employee ownership.” ~Jeremiah Owyang Establish Governance
    19. 19. Develop Internal & External Brand AmbassadorsPhoto: eneverconsulting.com
    20. 20. Fuel growth & visibility Spark & join conversations Enlist community of fansEstablish authentic presence How To Get Started
    21. 21. So let’s talk tools(This is where I turn you all into geeks)
    22. 22. FACEBOOK
    23. 23. Capture Your Brand inYour Cover Photo
    24. 24. Capture Your Brand inYour Cover Photo
    25. 25. Use Bold Visuals
    26. 26. Brand the Apps
    27. 27. Brand the Apps
    28. 28. Use Milestones forStorytelling
    29. 29. Use Milestones forStorytelling
    30. 30. Create Photo Albums
    31. 31. Fan Acquisition
    32. 32. „Like‟ Contest
    33. 33. Visually CompellingPosts Win
    34. 34. Research suggests posting at 7am, 11am, 3pm, 5pm, and 11pm but continue to test. Frequency is king but don’t overwhelm your fans. Timing of Posts Timing of PostsSource: Buddy Media 2011
    35. 35. Fill-in-the-blank postsgenerate about 90% moreengagement than theaverage post. Fill-In-The-Blank Posts Source: Facebook
    36. 36. Posts that end with a question have a 15% higher engagement rate. QuestionsSource: Facebook
    37. 37. Posts including a photoalbum, a picture or a videogenerate about 180%,120%, and 100% moreengagement than theaverage post, respectively. Emphasize on Visualization
    38. 38. “Pin” a post to thetop of the Page, sothat it is the first thingusers see upon arrivalfor a 7-day period. „Pin‟ a Post
    39. 39. Star Stories
    40. 40. Create an Event
    41. 41. Brands can feature apromotion on their page,allow users to claim it andhave the coupon sentdirectly to the user’s emailor mobile device.Share registration offers. Offer Post
    42. 42. Capture Emails
    43. 43. Facebook Chat
    44. 44. Facebook Ads Sponsored Stories Facebook Advertising
    45. 45. LINKEDIN
    46. 46. Create a Group, Subgroupor Company
    47. 47. Create an Event
    48. 48. Post Jobs
    49. 49. Identify prospectiveattendees & seekout registrants &speakers. Use Introductions
    50. 50. PHOTO SHARING
    51. 51. More than 10 million monthly unique visitors with more than 20 million users 68% of Pinterest users are women, and 28.1% of users have an average household income of over $100,000. Pinterest AccountSource: Modea
    52. 52. Pinterest Account
    53. 53. Pin From Your Website &Add Links in Description
    54. 54. Create an Event Board &Video Library Board
    55. 55. Standout as aThought Leader
    56. 56. Create a Hashtag
    57. 57. Engage With Others
    58. 58. Pinterest Facebook App
    59. 59. Host a Contest
    60. 60. Instagram Account
    61. 61. Instagram Facebook App
    62. 62. Instagram Contest
    63. 63. Flickr Account
    64. 64. Tumblr Account
    65. 65. Slideshare Account
    66. 66. [INFOGRAPHICS]
    67. 67. Post Event Eblast
    68. 68. VIDEO
    69. 69. YouTube Account
    70. 70. Video SEO
    71. 71. YouTube Playlists
    72. 72. YouTube Facebook App
    73. 73. Live Video Stream
    74. 74. BLOGGING/MICROBLOGGING
    75. 75. Create a Twitter Profile,Hashtag & Twitter Wall
    76. 76. Twitter Chats/ Live Q&A
    77. 77. Twitter Party
    78. 78. Create Attendee Lists
    79. 79. Contest/Incentives
    80. 80. GOOGLE+
    81. 81. Create a Google+ Account
    82. 82. Google+ Hangout
    83. 83. Offer Exclusive Content
    84. 84. Showcase Trainings
    85. 85. MOBILE
    86. 86. The mobile PC category is poised tosoar from 347 million units in 2012 tomore than 809 million by 2017 Touch ComputingPhoto: agbeat.com, Source: NPD DisplaySearch
    87. 87. More than 500 million mobile monthly active users as of April 20, 2012. Facebook MobileSource: Facebook, Photo: http://articles.timesofindia.indiatimes.com
    88. 88. Create & claim your event &allow participants to “check- Location-Basedin”. Provide a rotating set of Social Networksspecial offers.
    89. 89. Text Promotions, QR Codes &Mobile Tablets
    90. 90. Augmented RealityPhoto: agbeat.com
    91. 91. Augmented Reality
    92. 92. AR Virtual Experiences
    93. 93. WEBSITES
    94. 94. Share/Follow Iconshttp://developers.facebook.com/docs/plugins/
    95. 95. Distribute a Survey/Poll
    96. 96. Create Education eBooks
    97. 97. Ignition Points1. Start your search for your social media ambassador.2. Decide on the themes for your content, create a content calendar for pre-event, during event & post-event.3. Combine social media with traditional marketing & promotions.4. Create a cohesive branded look for all social profile skins.5. Create some videos & upload photos.6. Promote events & education on social media networks.7. Select a unique hashtag.8. Launch a contest.
    98. 98. Follow Me
    99. 99. Q&A

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