A complete breakdown of social media best practices before, during, and after an event. Includes a case study guide using CANFEST, the world's largest canned beer festival, an event owned by The Abbi Agency

1. Because Social.
How Social Media Can Bring Your
Event To Life
Presented by Constance Aguilar
Strategic Communications at The Abbi Agency
+ CANFEST Executive Director
@theabbiagency @connieaguilar @canfest

2. Social Media + Events
With the right strategy and a positive attitude, social media can be a powerful
tool for events.
It has the potential to raise awareness, attract more attendees, cultivate
engagement, and extend the lifetime value of any type of event.

3. Finding Success with Event Social Media: The Case Study

4. What is CANFEST?
The world’s first strictly canned beer festival
created to celebrate canned beer
Born as marketing idea for local brewery
Features unique craft breweries from around
the world
One night event with tastings, music, vendors &
more
Held annually in Reno

5. The Situation.
After taking over CANFEST in 2011, we had to find a solution to
its lack of marketing budget.
In other words, THE EVENT HAD NO MONEY.

6. The Solution.

8. Pre-Event
Step 1: Build Your
Networks
• Create pages, profiles with
consistent branding and clear
language
• Install social plug-ins on your
event or organization website
• Begin sharing ORGANIC content

9. Organic Content
Blog Posts, Images, Flyers/Posters, Videos, News
Coverage
…post on ALL your social profiles!

12. Step 2: Advertise
with PAID
promotions
Step 3: Social
branding &
organization

13. Boosted Posts

14. Facebook Domain Ads

15. A Hashtag will group all content posted to specific
social networks together to brand your event and
create a community of online engagement &
excitement

17. 1-3 Weeks Prior to Event

18. Social Contesting

19. Social Contesting

20. Fan-inspired Content
Find unique ways to involve your fans, supporters,
attendees, etc. in the content promotion for your
event using social media.
This builds a genuine, human connection between
your event and its audience, and can help
generate new interest

22. Highlighting Sponsors,
Speakers, Guests
Makes participants happy
Builds excitement and momentum
Shows event diversity and value
Entices new attendees
Best of all: MAKES GREAT SOCIAL
CONTENT

25. EVENT DAY!

26. • Use the Hashtag
• Share/Repost attendee content
• Go into the crowd & encourage social
• Give on-site incentives
• Use displays to promote social use
• Feature opportunities for attendees to “get social”, e.g.
Instagram photo booth

30. Tips by network!

31. Thanks for listening!
Questions?
Comments?