A presentation on how to leverage social media for special events promotion. Presented at EventLNK monthly meetup in Lincoln, Nebraska. May 20, 2013

1. Special Events Social Media
Presented by Tyler Thomas
Social Media Specialist – University Communications
@UNLincoln | @TylerAThomas
tthomas10@unl.edu
May 20, 2013

2. @UNLincoln | #UNL
SPECIAL EVENTS SOCIAL MEDIA
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• Identify your audience
– Be as specific as possible
• Identify your message(s)
– Multiple messages are okay
– Keep them specific and limited
• Identify your messaging vehicles

3. @UNLincoln | #UNL
ESTABLISH A HASHTAG
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• A specific keyword for your event
• Identified with a # sign in front of text
(letters and numbers) Exmp: #EventLNK
– No Special Characters
– No Spaces
• Research your potential options (Research Here)
– Keep it short
– Use numbers to differentiate

4. @UNLincoln | #UNL
PRE-EVENT
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Include your hashtag on marketing materials
• Event Registration
– Printed Forms
– Landing Page(s)

5. @UNLincoln | #UNL
PRE-EVENT
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• Printed materials
promoting the event
– Invitations
– Postcards
– Posters
– Flyers
– Table Tents

6. @UNLincoln | #UNL
PRE-EVENT
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• Digital
communications
materials
– Website marquees
– Embedded on images
– Website callouts on
your own site
– Email communications
– Digital Ads/Display Ads
– In videos
– Social media channels

7. @UNLincoln | #UNL
PRE-EVENT
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• News Releases
– Pitch to relevant blogs/bloggers
• Blog Posts
– On your own site
– Relevant related sites (guest blogging)

8. @UNLincoln | #UNL
PRE-EVENT
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• Event details/listings on other websites
– Create an event on Facebook
– Add your event to appropriate calendars
– Promote your event on LinkedIn

9. @UNLincoln | #UNL
PRE-EVENT
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– Promote your event on EventBrite

10. @UNLincoln | #UNL
PRE-EVENT
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• Printed materials at
the event
– Attendee forms
– Notepads
– Swag items
– Name Tags/Lanyards
– Event Signage
– Digital displays

11. @UNLincoln | #UNL
PRE-EVENT
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• Include keynote
speaker and other
event speakers’
Twitter @handles in
bios and marketing
materials

12. @UNLincoln | #UNL
PRE-EVENT
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• Create promotional content to promote your
event
– Create event specific content and share it
– Tweets
• Use your event hashtag
• Include event details
• Use identified Twitter @handles
• Identify target audiences/groups and focus your tweets
– Create incentives if necessary

13. @UNLincoln | #UNL
PRE-EVENT
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14. @UNLincoln | #UNL
PRE-EVENT
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– Promotional posts on Facebook

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PRE-EVENT
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– Set up event specific boards on pinterest

16. @UNLincoln | #UNL
PRE-EVENT
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– Use the event logo/hashtag and post on Instagram
– Take behind the scenes photos and post them on
Instagram/Twitter.

17. @UNLincoln | #UNL
PRE-EVENT
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– Post on LinkedIn
• Share an update, start a discussion, invite attendees via
an existing group
– Create teaser videos to highlight and encourage
attendance (include hashtag in bumpers)
– Social Media Advertising
• Facebook Ads, Promoted Posts
• Promoted tweets

18. @UNLincoln | #UNL
AT THE EVENT
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– Announce the hashtag at the opening of the event
– Use social channels to make announcements
through out the event
– Use Twitter to “Live Tweet” from the event
– Share photos/video on Facebook, Twitter,
Instagram, Vine
– Monitor the hashtag (conversation) and Re-tweet,
Favorite & Respond to the event chatter

19. @UNLincoln | #UNL
AT THE EVENT
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– Host a competition (Trivia, Best Tweet of the Day)

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AT THE EVENT
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– Create content that is easily shareable & people
want to share

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POST EVENT
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– Create and share a Storify story with all of the
aggregated social chatter (example)

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POST EVENT
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– Post and share speaker(s) slides on Slideshare

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POST EVENT
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– Upload photos to Facebook/Flickr/event website

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POST EVENT
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– Continue to monitor the hashtag for one week
– Review and follow influential attendees on Twitter
– Email attendees with links to all of your post event
content and encourage them to share it
– Debrief with your team and evaluate

25. @UNLincoln | #UNL
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Connect With Us: @UNLincoln, #UNL