How to get delegates flocking to your events using digital and great storytelling
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SEO, PR and Social Media, which one to use? It is the power of integration that works!
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How to get delegates flocking to your events using digital and great storytelling
- 1. How to keep delegates flocking with great storytelling #IVS @jrc.agency @CHS_Group
- 2. jrc.agency | @jrc_agency /jrc.agency Jonny Ross - Managing Director of an award-winning digital agency (jrc.agency) - Named in Business Insider’s 2016 ‘42 under 42’ - Regular speaker at MODA, the UK’s largest fashion trade event
- 3. jrc.agency | @jrc_agency /jrc.agency What’s the difference between SEO, PR & social media
- 4. jrc.agency | @jrc_agency /jrc.agency The power of integration
- 5. jrc.agency | @jrc_agency /jrc.agency How to integrate – calendar pre plan
- 6. jrc.agency | @jrc_agency /jrc.agency Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple Editorial Calendar sounds complex….
- 7. jrc.agency | @jrc_agency /jrc.agency Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones • TV Programmes • National Days / Weeks • Charity Campaigns • National Competitions • This date in history Make a list of key dates
- 8. jrc.agency | @jrc_agency /jrc.agency
- 9. jrc.agency | @jrc_agency /jrc.agency Step 4: Open a Google Spreadsheet Use a google spreadsheet
- 10. jrc.agency | @jrc_agency /jrc.agency Example of an integrated campaign
- 11. jrc.agency | @jrc_agency /jrc.agency Story
- 12. jrc.agency | @jrc_agency /jrc.agency Video
- 13. jrc.agency | @jrc_agency /jrc.agency SEO
- 14. jrc.agency | @jrc_agency /jrc.agency Social influencers
- 15. Questions? Website: jrc.agency Email: jonny@jrc.agency Telephone: 011 33 20 21 21 Twitter: @jrc_agency Facebook: @jrc.agency Instagram: @jrc.agency LinkedIn: jrc.agency
Editor's Notes
- - Ask for a show of hands on who is here with a Venue, who is an Event Organiser, and who is Both. - Ask for a show of hands whether in the Wedding sector, Creative sector or Corporate.
- SEO – search engine optimisation, contributes to your ranking on Google, this is how people find your website organically PR – generate coverage – traditionally in newspapers etc, however this is now moving online with online publications (e.g. Yorkshire Post) Social media – platforms such as Facebook etc which can be used to reach a wider audience as well as sharing content, developing brand tone of voice etc
- To get full impact you must integrate your campaign – integrating PR, SEO & social media for the biggest impact
- Jonny to add calendar slide*** Utilise calendars to plan ahead content, events etc. This can help you plan for your own event and for other events.
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- So make a list of key dates for the year, think of your Product launches Events / trade shows Marketing campaigns & Promotions Holidays & Major Sporting events Any Key milestones
- Then simply add these to your road map, this is nothing more than an excel sheet with jan – dec along the top and the categories down the side So we can see valentines day in february for exmaple
- My suggestion is to use a Google spreadsheet, especially if there is more than one of you in the business, this helps share who is going to be writing the content, it gives accountability and it lets you have one document you can all refer to and edit at the same time. It’s a live spreadsheet and it should have Who the author is What the title of the blog is going to be Any keywords that need to be used in the blog What will the call to action be? Make it different each time Any notes And most importantly deadlines Once you have this, I suggest doing a 6 month or 12 month calendar, you don’t need to wait until february and think oh no what will I write about, instead if you get a free hour, write the valentines blog now, it will still be valentines day in february! Of course leave space for topical / news worthy blogs, but I would suggest most blogs can be written well in advance.
- Talk about Leeds Dock campaign for The Lumen Prize at Leeds International Festival. We promoted event on their website and other high profile websites (e.g. Leeds Inspired), including attractive imagery and keeping keywords in mind throughout (SEO). We used social media to start conversations, using Twitter lists to engage with certain accounts and also ran a competition, which received PR coverage. We also received PR coverage from Yorkshire Post, BBC Radio Leeds & Made in Leeds TV (PR). This integrated campaign led to increased footfall at the event, 1,000% increase in social engagements & a 50% increase in organic reach.
- Create a story that is a consistent theme in your integrated campaign to keep people engaged & intrigued. E.g. Buy Yorkshire – creating a business hub in the North.
- YouTube advice series for exhibitors & delegates Ask speakers to produce a 1-minute video Behind the scenes Interviews with key speakers – ask people to tweet some questions Encourage people to send in photos & videos from previous events to create a collage video Streaming
- Blog, content, keyword, User Experience (UX), up to date website, linkbuilding
- Influential marketing, bloggers/influencers/journos, hand pick them for your brand, free launch blogging events, find different influencers, integrate with SEO by quantifying if bloggers are good – inkybee.com & commun.it
- Questions?