The document discusses the significance of social media in event marketing, emphasizing its role in information acquisition, audience engagement, and event promotion. It outlines strategies for integrating social media into the planning and execution of events, including crowdsourcing, real-time engagement, and creating lasting connections. Additionally, it highlights the importance of measuring social interactions to enhance future event themes.

1. Social Media &
The Future Of
Event Marketing
Prepared by:
Gemma Craven
October 30, 2013

2. Social Media & the
Future of Event
Marketing
•
Social media today
•
Why social media and events?
•
The four stages of an event
•
How do I plan for social media?

3. Why Social Media & Event
Marketing?

4. Why Is Social Media
Important?
1. The way we obtain information has changed
2. Search is now key in our online discovery process
3. Social networks are our connection point
4. Mobile and mobility are more important than ever before

5. Some Vital Social
Twitter
Statistics
1 in every 13 people on Earth is on Facebook
Almost 1 million accounts are added to Twitter every day
Over 6 billion hours of video are watched each month on
YouTube

6. We Talk About
Remarkable
Experiences

7. Events Give A
Moment In Time

8. Core Components of
Social At An Event

9. Organize With Social

10. Choose A Social Tool
For Event Planning

11. Involve the Crowd In
Your Agenda
• Crowdsourcing can drawi in an audience to an event by asking them
to help shape the agenda
• Ask your audience to participate in something linked to the reason
they are at the event
• Make it simple
• Crowdsource in plenty of time to action the crowd’s decision

12. Social Media
Connects You To
Recommendations
• Tools and services like Yelp or Angie’s List can help connect with
others who have had similar experiences, used suppliers, locations
and more

13. Promote On Social
Channels

14. Pre-Event: Drive
Agenda & Attendee
Excitement
•
•
•
•
Establish a social presence to enable promotion of the event
Publish any speakers details
Set up calendar of content and start to tease this on social channels
Create an event hashtag for use throughout the event

15. Short Form Video Is
Quick & Effective
15

16. Find & Engage With
Influencers

17. Engage With Attendees
During The Event

18. During Event: Amplify
Speakers & Content
• Stoke conversations around important influencers at event
• Use social channels to release exclusive content to attendees
• Use real time tools (Twitter) to track, participate in and showcase trends
to other attendees
• Encourage attendees to create content throughout the event

19. Create Displays Using
Social Media

20. Think About What
Your Attendees Are
Doing
• Ensure you are not asking your attendees to do something that does not align
with what they are doing at the event
• Build around core elements of your session with social media activations
• Be sure to do a thorough scout of your venue with your social media plan in
hand
• Engage a conversation manager to help manage this
@gemsie

21. Extend The Lifetime

22. Create a Social Hub
To Extend Content
22

23. Share Images And
Content

24. Allow Attendees To
Make Lasting
Connections
• Social channels enable attendees to make lasting connections after
the event and continue discussions
• Provide recaps and useful assets for sharing (images, playlist, video)
• Track trends and reach to understand full volume of conversations at
event
• Social feedback is vital for understanding future event themes

25. How Can I Plan For Social
Media At My Event?

26. Plan Your Approach
Define
Listen
Know
Social Insight
Search & Behavior
Insight
Create
Community
Management
Drive
Learn
Social Advertising
Social
Experienc
e
Content
Activation
Performance
Measurement
Content Syndication
Digital Media Relations
Optimization
Influencer
Management

27. Look To Large Scale
Sporting Events To
Learn

28. Thank You – Let’s
Connect!
Gemma Craven
Email:
Twitter:
Linkedin:
gemma.craven@ogilvy.com
@gemsie
linkedin.com/gemsiecraven