How to host events and leverage in-person and social media engagement to boost SEO. Tips from the course I developed and taught for Framingham State University: Event Planning and New Media. Shared with the Boston/Cambridge SEO Meetup.

1. Promoting Events With
Social Media to Boost SEO
Designated Editor
Speaking Series
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
Boston/Cambridge SEO Meetup
@Sue_DesigEditor

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Challenges we’ll address
@Sue_DesigEditor
o Which tools will help me organize my event?
o Which tools are best for promoting my event?
o How can I possibly manage more?
o How can I measure and show ROI?
o How can I grow my attendance?

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6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
Social Media
Strategies professor
suzanne’s experience

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4 stages to leverage new media
@Sue_DesigEditor
Stage 1 Setting up your event
Stage 2 Promoting your event
Stage 3 Day-of event
Stage 4 Post-event analysis & ROI

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Traffic sources

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Stage 1 Setting up your event
@Sue_DesigEditor
 Utilize online ticketing platforms
 Use your target audience’s vocabulary
 Establish an integrated editorial calendar
 Determine which platforms are best
 Choose a distinct but natural hashtag
 Pick venues and suppliers who are active

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Keywords: Your prospects’ vocabulary
@Sue_DesigEditor

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Keywords: Include in Titles and Descriptions

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Editorial calendars
@Sue_DesigEditor

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Stage 2 Promoting your event
@Sue_DesigEditor
 Think multichannel and integration
 Make your website the information hub
 Share and link back to your blog
 Feature your speakers and guests
 Create social incentives to bring friends
 Keep in touch with attendees & RSVPs

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Events

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• Towns & cities
• Education
• Gender
• Marital status
• Interests & Likes
• Age
Targeting ads
@Sue_DesigEditor

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email
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor

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Blog: helpful, not boring
@Sue_DesigEditor

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Groups worth joining?
@Sue_DesigEditor

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Other ways to get the word out
@Sue_DesigEditor

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QR codes: How to make ’em
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/@Sue_DesigEditor

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Stage 3 Day-of event
@Sue_DesigEditor
 Encourage live blogging & sharing
 Be sure to display hashtag everywhere
 Engage and respond, address issues
 Create a lounge for social users to meet
 Take questions via Twitter
 Broadcast the event via UStream

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Connections

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Show your expertise visually or curate others’
@Sue_DesigEditor

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Stage 4 Post-event analysis & ROI
@Sue_DesigEditor
 Determine power users
 Keep in touch with influencers
 Share upcoming events, offer discounts
 Monitor chatter & assess success
 Publicize event’s impact across all channels
 Compile promo material for next year now

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Tools to drive blogs & content

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who is your audience?
@Sue_DesigEditor

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Stage 4 How are we doing?
@Sue_DesigEditor

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Engagement
&
Relevance
Facebook Insights

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Google Analytics
@Sue_DesigEditor

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 Understand & relate to donors
 Boost attendance and awareness
 More efficient & effective
 You’ll know what’s working
 Longer-lasting vs. paid media
 Hear and address issues as they arise
 Broader brand-building boosts awareness
Perks: Social media for event planning

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In-person engagement

40. Questions?
Designated Editor
Speaking Series
Happy to help!
Promoting Events With
Social Media to Boost SEO
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor