The document outlines 10 steps for boosting social and digital engagement for events: 1) Define the audience, 2) Prepare social media channels, 3) Set measurement criteria, 4) Choose giveaways, 5) Encourage pre-registration, 6) Share infographics, 7) Hold competitions, 8) Announce winners, 9) Engage during and after the event through Q&As, and 10) Extend the event lifetime through follow-up. The goal is to increase engagement rates by offering incentives for social sharing and networking at various stages of the event planning and execution.

1. Boosting event engagement
10 steps to social and
digital engagement
Event Strategy from Consider

2. The 10 steps:
1. Define your audience/demographic
2. Prepare Social channels
3. Set measurement criteria
4. Select your giveaways
5. Pre-register
6. Share infographics
7. Competition (Gamification)
8. Announce winners & drive traffic, 10 days to go emailer
9. During & next day, Q&As
10. Extend the event lifetime

3. Early career
Step 1. Define your
audience/demographic
Mid career Senior career

4. Objective:
Start Hashtags & begin dialogue
Value exchange:
Follow and take part at early stages in exchange for early bird discounts, competition
entries, news and prizes.
Step 2. Prepare Social channels

5. “I like your brand online, not because I like
your brand, but because I want my
colleagues to think I know more than them”
Social status in the business environment

6. Step 3. Set measurement criteria
Fan growth:
● Measure the number of people “liking” your pages and hence becoming fans
● Take a note of the current likes, shares & fans now before you begin
● This can be done manually, or using a paid for service like SocialBakers
Engagement rate (ER):
● Measure to what extent your fans are engaging in your posts
● Divide the number of likes, by the number of fans
● Shows the percentage of your fan base that is active
Response rate (RR):
● Measure the time lapsed between posting content and getting a response
● Also measure your own time to respond to posts by your fans
Most engaging content:
● Track which posts get the most engagement (tweets, infographics, video etc)
● Also measure by the four/five event themes

7. Gamification
Increase engagement
rate, through
Vendors claim that gamification can lead
to a 100% to 150% pickup in
engagement metrics including unique
views, page views, community activities,
and time on site
Source: M2 Research
http://en.wikipedia.org/wiki/Gamification

8. & increasing engagement rate
Prizes &
competitions
Source: Google Squared Program
683%
Average increase in
engagement rate for
competitions
Creating
participation
Top ‘shared’ content for brands:
Giveaways Infographics
GossipHumour
Source: http://allfacebook.
com/infographic-
krds_b126288

9. Tickets to next year’s event
Step 4. Select your giveaways
leverage brands and experiences that your
audience are already engaged with
Relevant prizes
Apple Watch
LinkedIn premium account

10. Value exchange:
Pre-register for 10% discount. Like, share, forward & follow for notifications of team
discounts, upcoming competitions and event news
Step 5. Pre-register
Targeted email On and offline Advertising

11. Value exchange:
Share / prove your knowledge to your network & develop insights
to persuade potential attendees
Step 6. Share infographics
x 5 emails
containing infographics, focusing
on the event theme(s)
Appeals equally
to targets

12. Value exchange:
View, and be inspired, then share to convince Bosses and offers
with Team / company
Step 6 contd. Testimonials (voxpops)
Appeals equally
to targets
Video testimonials from previous attendees related to
engage the prospective attendees

13. Value exchange:
Share / prove your knowledge to your network & sign up / follow to
be informed of scores
Step 7. Competition (Gamification)
Appeals equally
to targets
Competition to test attendees knowledge, based on the
infographics created for Step 6.

14. Value exchange:
Entice visitors to the microsite to see their scores. Share and
promote amongst network!
Step 8. Announce winners & drive traffic
Appeals equally
to targets

15. Value exchange:
Set expectations, reminder and feed any final persuasive actions needed
Step 8 contd. 10 days to go emailer
Appeals equally
to targets

16. Value exchange:
Users get to showcase what they learned and create buzz on
Twitter while activity is measured. Continued networking online.
Step 9. During & next day
Programme / schedule page on microsite has
instant share buttons:
Appeals equally
to targets

17. Value exchange:
Gain insights, create content for microsite using Storify.
Encourages networking. Answers fed back online using #
Step 9 contd. Q&As
On twitter: Networking zones:
Appeals equally
to targets
Place postcards to be filled in at networking zones, and
picked out and answered by host of area.
Tweet your questions using pre-set
hashtags related to networking zones
and event themes.

18. Value exchange:
Reminder of the event and refresher of themes. Paving
way for next years event. Extending buzz.
Step 10. Extend the event lifetime
Appeals equally
to targets
Follow-on emails, post event:
1. Summary of topics, knowledge and
results.
2. Download/watch videos and slides
from the day
3. Pre-register for 2016 event for
additional discount
4. Take part in survey - tell us what you
think, what have you been able to
implement for your business

19. Quick recap on the 10 steps:
1. Define your audience/demographic
2. Prepare Social channels
3. Set measurement criteria
4. Select your giveaways
5. Pre-register
6. Share infographics
7. Competition (Gamification)
8. Announce winners & drive traffic, 10 days to go emailer
9. During & next day, Q&As
10. Extend the event lifetime

20. Summary of values exchanged:
1. Announced competition, and offered news, prizes etc
2. Encouraged sharing with knowledgeable, topical content
3. Provided info/graphics to support business-case to bosses
4. Offered prizes & ‘social status updates’ in exchange for data and sharing
5. Enabled networking through booths and Twitter debates
6. Gained insights through Q&A feedback + created relevant content using #’s
7. Facilitated easy feedback to network of knowledge gained
8. Created long-tail, shared content across various social networks
9. Tracked, measured and reported, increase in engagement rate, exposure etc

21. There’s more to a successful event
than these 10 elements, of course.
But they will get you a long way
towards success...
Learn more about our event
branding, visit:
considercreative.co.uk