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Promote, Engage and Connect:How social media can enhance your event                   1
About Kelly CutlerKelly Cutler is the CEO of MarcelMedia, a Google Certified digitalmarketing firm specializing inWebsite ...
Using Social Media For Events                                Social Media                                Examiner         ...
Growth of Social Media                         4
General Benefits of Social Media • Builds an online community • Establishes credibility in the industry • Helps community ...
Using Social Media For Event Marketing                                         6
Three Phases: • Promote the event to increase attendance • Engage during the event to enhance the experience • Follow up t...
Promote.               Promote       .           8
Promote: Three Strategies      .                         .                                            .          As a vehi...
The Setup Phase                  10
Promote:If driving registrations, create an event landing page or Facebook Applicationsign up page   • Include a well writ...
Promote:Facebook Events & Fan Page:    • If a paid event, include link to official registration page    • Can be used as a...
Promote:Using Facebook to drive additional registrations and sign-ups:    • Using Event Brite, coordinators can send autom...
Promote:Create a LinkedIn Group to promote event    • Invite speakers and attendees to connect in advance    • Post links ...
Promote:Create An Event Twitter Hashtag (#):    • Use URL shortner to add registration or event page links to your tweet  ...
Tools & Tactics toBuild Awareness and Drive Registration                                         16
Promote: Tools & TacticsMultimedia Distribution    • Distribute videos and pictures of past event presentations/performanc...
Promote: Tools & TacticsCreate Contest/Giveaway & Incorporate Sponsors  • Generate buzz     o Promote through blogs and so...
Promote: Tools & Tactics5 Great Tools To Promote Your Event:  • EventBrite: Manage tickets sales and increase turnout by g...
..           Engage    Engage      20
What Attendees Expect:                Receive & Check                        Share Highlights &   Check-in                ...
What Attendees Expect:                      Receive & Check             Posts: Get    Check-in             Schedule       ...
Engage: Check-InEstablish Platform For Attendees to Check-In:    •   Allow attendees to notify their social networks of th...
Engage: Check-InFor those not on Facebook or Foursquare, Set up a hashtag(#) so they cantweet upon arrival.    • Use tools...
What Attendees Expect:                   Receive & Check        Posts: Get    Check-in                           Updates/H...
Engage: Event ScheduleCreate a Schedule for Attendees to Access:  • Create landing page with event schedule & map  • Send ...
What Attendees Expect:                   Receive & Check    Check-in                         Posts: Get Updates   Share Ex...
Engage: PostingEvent Updates    • Post on:        o Event happenings (Blogs, Videos, Pictures, etc)        o Agenda change...
Engage: PostingLaunch Contests for Attendees During the Event  • Make it easy to enter and share with friends  • The prize...
What Attendees Expect:                   Receive & Check                        Share Highlights &    Check-in            ...
Engage: Sharing ExperiencesEmpower Your Attendees to Share   •   Make sure there is an event presence across all social pr...
Engage: Sharing ExperiencesFacebook Photos/Videos Generate Higher Engagement                                              ...
Engage: Sharing ExperiencesPost Pictures & Videos  • Let enough time pass before the next post so engagement isn’t lost  •...
Secondary Social Engagement Tactics                                      34
Engage: Secondary TacticsBlog During the Event:  •   Create buzz and excitement by live blogging for those unable to atten...
Engage: Secondary TacticsUstream: Stream live events online to those who cannot attend. • Ustream integrates with Facebook...
Engage: Secondary TacticsTwitVid:Take videos at events andshare across social profilesVisibleTweets:Display event tweets i...
Connect               .   Connect             .                 38
Connect: Post EventCreate stronger relationships beyond the event hashtag (#) and earnlong lasting fans and followers.How ...
Connect:Social Channels: Reach out and connect with attendees across all social profiles    • Follow on Twitter, Facebook ...
Connect:SlideShare: Showcase presentations and add a video that auto-playswhen people land on the event profile     • Incl...
Connect:Blog: Continue to blog on topics related to the event, but not directly about theevent.    • Share posts across so...
SummarySocial Media can help promote an event, boost engagement with attendeesand help in staying connected during and onc...
Case Study: Pivot ConferenceAs a seven-person startup, the Pivot team’s resources were limited, andtraditional forms of co...
Case Study: Action PlanPromote  • Produce quality content year round to gather a loyal following, and    eventually acquir...
Case Study: Action Plan Engage   • Be accessible at all times   • Respond and interact with each and every followers and a...
Case Study: Action PlanConnect  • Connect with attendees after, through social media and email      • Share with them link...
Case Study: ResultsPromote  • Increased Followers: 1,000 new followers over the course of one month. More than a    quarte...
Case Study: What We Learned?  • Lay Out Goals & Promote in Advance: Social media can be great, but a    campaign with no d...
Thank You!      Kelly Cutlerkelly@marcelmedia.comLinkedIn.com/kellycutler  Twitter.com/kfcutler  Questions?           50
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Promote, Engage and Connect: How social media can enhance your event

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Social Media can help promote an event, boost engagement with attendees and help in staying connected during and once an event has ended. Its biggest benefits?
• Assists in getting the word out about the event
• Makes events more personable and interactive
• Allows attendees to share information more effectively
• Makes it easy to interact and keep in touch with attendees

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Promote, Engage and Connect: How social media can enhance your event

  1. 1. Promote, Engage and Connect:How social media can enhance your event 1
  2. 2. About Kelly CutlerKelly Cutler is the CEO of MarcelMedia, a Google Certified digitalmarketing firm specializing inWebsite design, development andmarketing.Kelly’s achievements includeserving as the first womanpresident of the ChicagoEntrepreneurs’ Organization,instructing at the University ofChicago and DePaul University,and speaking on digital marketing @kfcutlerat conferences and events acrossthe country. /in/kellycutler 4/23/2013 2
  3. 3. Using Social Media For Events Social Media Examiner 3
  4. 4. Growth of Social Media 4
  5. 5. General Benefits of Social Media • Builds an online community • Establishes credibility in the industry • Helps community members connect and engage with each other and the event hosts and sponsors • Encourages information sharing • Supports other marketing initiatives • Creates more live interaction at the event 5
  6. 6. Using Social Media For Event Marketing 6
  7. 7. Three Phases: • Promote the event to increase attendance • Engage during the event to enhance the experience • Follow up to build connections and maintain relationships Connect Promote Engage 7
  8. 8. Promote. Promote . 8
  9. 9. Promote: Three Strategies . . . As a vehicle As the main A tool to to drive registration increase people to a platform awareness registration page 9
  10. 10. The Setup Phase 10
  11. 11. Promote:If driving registrations, create an event landing page or Facebook Applicationsign up page • Include a well written event description • Include a simple registration form • Include social sharing widgets • Use a URL shorten to promote o E.g.: naus2013.com/registration 11
  12. 12. Promote:Facebook Events & Fan Page: • If a paid event, include link to official registration page • Can be used as a registration platform for free events • Encourage those to share with friends • Send invite to company fans • Encourage employees to share with their network • Use as guest list and to collect information 12
  13. 13. Promote:Using Facebook to drive additional registrations and sign-ups: • Using Event Brite, coordinators can send automatic updates to attendees when they click ‘Sign up’. • After signing-up, Facebook Connect gathers necessary information so attendees do not need to fill anything out. • Attendees then can share with their friends via social networks and email. 13
  14. 14. Promote:Create a LinkedIn Group to promote event • Invite speakers and attendees to connect in advance • Post links within groups similar to that of the Facebook events/fan pages 14
  15. 15. Promote:Create An Event Twitter Hashtag (#): • Use URL shortner to add registration or event page links to your tweet • Always display event hashtag (#) in social communication • Prepare with topics to tweet about 15
  16. 16. Tools & Tactics toBuild Awareness and Drive Registration 16
  17. 17. Promote: Tools & TacticsMultimedia Distribution • Distribute videos and pictures of past event presentations/performances • Create a video promoting the event • Distribute across all social profiles • Share company SlideShare so registered attendees can see past presentations 17
  18. 18. Promote: Tools & TacticsCreate Contest/Giveaway & Incorporate Sponsors • Generate buzz o Promote through blogs and social profiles o Include event description and how to participate o Link to the event/registration page 18
  19. 19. Promote: Tools & Tactics5 Great Tools To Promote Your Event: • EventBrite: Manage tickets sales and increase turnout by giving attendees the chance to promote the event. (FREE) • PLANCAST: Lets people search for the event far in advance so they don’t miss out. (FREE) • Nutshell Email: Allows you to send an email to company Fans & Followers on Facebook. (FREE) • TweetMyEvents: Allows you to post the event to be retweeted to their 7,000+ followers on Twitter. (FREE) 19
  20. 20. .. Engage Engage 20
  21. 21. What Attendees Expect: Receive & Check Share Highlights & Check-in Posts: Get Updates Schedule Experiences 21
  22. 22. What Attendees Expect: Receive & Check Posts: Get Check-in Schedule Updates/Highlights Share Experiences FourSquare Responsive Website Event Updates Using Hashtag’s (#) Sharing event media Facebook Places Blog Post with Schedule Schedule Changes materials, etc Location Information Highlights Special Deal/Sponsored Events Videos/Pictures 22
  23. 23. Engage: Check-InEstablish Platform For Attendees to Check-In: • Allow attendees to notify their social networks of their location and activities • Help them connect with others that are at the event • Add tips to event place pages and offer incentives for checking-in • Add event name as venue name • Two useful tools: Foursquare and Facebook Places 23
  24. 24. Engage: Check-InFor those not on Facebook or Foursquare, Set up a hashtag(#) so they cantweet upon arrival. • Use tools such as Hootsuite to monitor their Check-In and engage 24
  25. 25. What Attendees Expect: Receive & Check Posts: Get Check-in Updates/Highlights Share Experiences Schedule Blog Post with FourSquare Event Updates Using Hashtag’s (#) Schedule Location Sharing event media Facebook Places Schedule Changes materials, etc Information Highlights Special Deal/Sponsored Events Videos/Pictures 25
  26. 26. Engage: Event ScheduleCreate a Schedule for Attendees to Access: • Create landing page with event schedule & map • Send out in a blog post, across social profiles, and through email 26
  27. 27. What Attendees Expect: Receive & Check Check-in Posts: Get Updates Share Experiences Schedule Blog Post with FourSquare Event Updates Using Hashtag’s (#) Schedule Location Sharing event media Facebook Places Schedule Changes materials, etc Information Deals/Sponsored Events 27
  28. 28. Engage: PostingEvent Updates • Post on: o Event happenings (Blogs, Videos, Pictures, etc) o Agenda changes o Speaker interviews o Special Deals (Check-In incentives, Restaurant/Food Specials, etc) • Always respond. Include event hashtag (#). #GoodFoodFest 28
  29. 29. Engage: PostingLaunch Contests for Attendees During the Event • Make it easy to enter and share with friends • The prize should be worth their time • Share across all social profiles 29
  30. 30. What Attendees Expect: Receive & Check Share Highlights & Check-in Posts: Get Updates Schedule Experiences Blog Post with FourSquare Event Updates Multimedia Schedule Location Facebook Places Schedule Changes Using Hashtag’s (#) Information Deals/Sponsored Event media Events materials 30
  31. 31. Engage: Sharing ExperiencesEmpower Your Attendees to Share • Make sure there is an event presence across all social profiles • List attendees Twitter names on their badges to help engagement • Include social channels on all event materialsExample Content: • People have opinions. Ask easy questions. • Use Fill-in-the-Blanks (Facebook) • Pictures & Videos get most engagement 31
  32. 32. Engage: Sharing ExperiencesFacebook Photos/Videos Generate Higher Engagement 32
  33. 33. Engage: Sharing ExperiencesPost Pictures & Videos • Let enough time pass before the next post so engagement isn’t lost • Main Channels: Facebook, Flickr, YouTube, TwitterExamples: • Post pictures of attendees (Facebook) and ask them to tag themselves • Post Event Speaker Highlights • Post blogs to social profiles with interesting images 33
  34. 34. Secondary Social Engagement Tactics 34
  35. 35. Engage: Secondary TacticsBlog During the Event: • Create buzz and excitement by live blogging for those unable to attend • Encourage attendees to share reactions on social profiles • Include highlights, quotes, and key points as they happen • Keep live blogs short 35
  36. 36. Engage: Secondary TacticsUstream: Stream live events online to those who cannot attend. • Ustream integrates with Facebook Timeline to share live videos with Facebook friends in real-time 36
  37. 37. Engage: Secondary TacticsTwitVid:Take videos at events andshare across social profilesVisibleTweets:Display event tweets in a publicspace for attendees to see. 37
  38. 38. Connect . Connect . 38
  39. 39. Connect: Post EventCreate stronger relationships beyond the event hashtag (#) and earnlong lasting fans and followers.How to do it? • Post Event Research o Google Alerts(free)/Social Mentions (free) • Connect via social profiles • Direct connection, search hashtag (#), LinkedIn groups, etc • Get attendees list and set up email programs to follow-up • Thank you email, survey, SlideShare, YouTube clips, etc. • Connect with stragglers : • Continue to use hashtags (#) • LinkedIn groups to support content related to event 39
  40. 40. Connect:Social Channels: Reach out and connect with attendees across all social profiles • Follow on Twitter, Facebook and connect on LinkedIn • Create conversation by asking questions and asking them to share experiences For Example: • “What about your event got them most excited?” • “Are they looking forward to attend next year’s event?”Email: Send a “Thank You” email to all attendees • Send to all emails on attendee list • Include highlights • Connect Remind attendees of deadline for event special offers • Include presentation/ SlideShare links 40
  41. 41. Connect:SlideShare: Showcase presentations and add a video that auto-playswhen people land on the event profile • Include link in your “Thank You” email/ across social profilesSurvey/Polls: Create a LinkedIn poll after event to gather feedback quickly • Distribute across social profiles, email, blog, groups, etc 41
  42. 42. Connect:Blog: Continue to blog on topics related to the event, but not directly about theevent. • Share posts across social profiles and in online groups (LinkedIn) • Include link to blog in email signatures • Use social mention to find popular topics to blog onLinkedIn Groups: Continue posting to these groups after the event • Keep members up-to-date on next event • Give members opportunity to register first 42
  43. 43. SummarySocial Media can help promote an event, boost engagement with attendeesand help in staying connected during and once an event has ended.Its biggest benefits? • Assists in getting the word out about the event • Makes events more personable and interactive • Allows attendees to share information more effectively • Makes it easy to interact and keep in touch with attendees Promotion Connect Promote Beyond EngageEngagement 43
  44. 44. Case Study: Pivot ConferenceAs a seven-person startup, the Pivot team’s resources were limited, andtraditional forms of communications and marketing were taking enougheffort without much result on enhancing their two day event. Main Objectives & Goals: • Build Audience and Follower Engagement • Convert current Pivot followers into attendees Secondary Goals: • Enhance social media relationships with partners & speakers • Increase followers • Increase blog following • Build Brand Attention 44
  45. 45. Case Study: Action PlanPromote • Produce quality content year round to gather a loyal following, and eventually acquire them as attendees. • Craft clear and constant messaging. Send Updates. • Create groups/communities to get the buzz out • Promote conference using different tools & apps 45
  46. 46. Case Study: Action Plan Engage • Be accessible at all times • Respond and interact with each and every followers and attendee • Use HootSuite to listen to social conversations to improve conference, etc. • Use contests and sweepstakes to engage • Make sure attendees know hashtag (#) so they can engage 46
  47. 47. Case Study: Action PlanConnect • Connect with attendees after, through social media and email • Share with them links to presentations on SlideShare, etc. • Keep past attendees up to date on next years event. Offer discount, etc. 47
  48. 48. Case Study: ResultsPromote • Increased Followers: 1,000 new followers over the course of one month. More than a quarter of which attended the conference.Engage • Built Engagement: Tracked over 6,000 tweets and hashtag (#) trended on twitter.Connect • Enhanced Social Media Relationships: Created lists for each group (sponsors, speakers, etc) to participate in conversations more effectively. • Increased Blog Following: 23.5% of referral traffic came from Twitter during the event month. This percent was 16.04% the month before. 48
  49. 49. Case Study: What We Learned? • Lay Out Goals & Promote in Advance: Social media can be great, but a campaign with no direction can feel inauthentic. • Make it Easy To Engage: Clear and constant messaging is key. Be accessible at all times for everyone. • Get the Word Out Early: In order for others to plan to attend the event, they need to know about it far in advance. • Brand Association • Opportunity Creation • Network Growth • Building Trust • Innovation • Reputation • Client Retention 49
  50. 50. Thank You! Kelly Cutlerkelly@marcelmedia.comLinkedIn.com/kellycutler Twitter.com/kfcutler Questions? 50

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