This document provides information and best practices for using social media to promote events. It discusses the benefits of social media for event promotion, including connecting with large audiences and allowing engagement before, during, and after the event. The document then covers strategies for social media use in the before, during, and after phases of an event. It provides examples from the University Union and CES conference. Throughout it emphasizes engagement, consistency, visual content, hashtags, and extending the lifetime of the event online.

1. #EESM4#EESM4
TheMainEvent
Using Social Media to Promote Events
#EESM4
Leanne DeRosa, Rayna Gamble, Sam Melnick, Melissa Menefee
#NewhouseSM4

2. #EESM4#EESM4
Meet our team
Sam Melnick
swmelnic@syr.edu
@SWMelnick
Melissa Menefee
memenefe@syr.edu
@MelissaMenefee
Leanne DeRosa
Lderosa@syr.edu
@LDeRosa7
Rayna Gamble
rgamble@syr.edu
@Rayna_Gamble

3. #EESM4#EESM4
Engage with us:
-Follow our hashtag #EESM4
-Live tweet
-Scan our QR code for info
-Check in on
Foursquarehttp://4sq.com/1ifQaQo
-Take pictures and post them to SM

4. #EESM4#EESM4
Scan for a bonus!
Check out this cool
infographic about event
engagement!

5. #EESM4#EESM4
Our Agenda
1. Why use social media?
2. Some examples
3. What’s been said
4. Before your event
5. During your event
6. After you event

6. #EESM4#EESM4
Why use social media?
• Connect with large audiences
• People who can’t attend can still engage
• Monitor event’s success before, during & after
• Extend the lifetime of your event online
• Live responses furthers engagement

7. #EESM4#EESM4
Meet A Pro!
Esteban Contreras
• @socialnerdia
• Director of Strategy
• Author, Social State:
Thoughts, Stats and
Stories about the State
of Social Media in
2013Photo from Sprinklr

8. #EESM4#EESM4
For the enterprise...
• Cloud software
o Social Customer
Experience
• Social listening tool
• Command Center
o Visual data & curate
content
http://www.sprinklr.com/about-sprinklr/
“The best social
relationship platform
for the enterprise”-
Contreras
Sprinklr

9. #EESM4#EESM4
There’s an App for that….
QuickMobile
“A mobile engagement
platform for today's
workspace”
https://www.youtube.com/watch?v=mkAdDv9OPEQhttp://www.quickmobile.com/company

10. #EESM4#EESM4
Quickmobile’s CEO
Patrick Payne
@Quickmobile_CEO
“It all started when I decided to create an iPhone app for
a film festival in 2008. The original idea came from my
experience at film festivals...I was frustrated with large
bulky printed film guides and no access to the film trailers
before the showing.”--Patrick Payne

11. #EESM4#EESM4
Event Apps Help By….
-Lists attendees before event starts
-In-app messaging function
-Pre-arrange meetings
-Post and “after event” invitation
-In-app social media feeds

12. #EESM4#EESM4
What’s Been Said
#EESM4
General Lit. Review

13. #EESM4#EESM4
General tips via Digital Marketing Dept.
http://www.digitalmarketingdepartment.com/5-ways-to-use-social-media-to-promote-your-nonprofit-event/
Tell Your Story
“To really engage your audience, you need to tell a story. Take a look at your organization, your
mission, your event with fresh eyes and find the stories that are most interesting. Tell those stories
on social media, your website, in your newsletter.”
Think Visually
With all the clutter on Social Media, it’s important to create content that catches
peoples’ eyes. Incorporate visual media as much as you can!

14. #EESM4#EESM4
Questions to consider Via “Business 2
Community”
Whom are you talking with?
Knowing your audience is always important on social media, but especially when trying to engage
with people about your event.
Do you stir “Passion Factor” among your
audience?
“Disney isn’t about movies, it’s about magic. Apple isn’t about technology, it’s about innovation.
What are you about?”
http://www.business2community.com/social-media/2014-social-media-strategy-business-events-

15. #EESM4#EESM4
It’s the small things via TINT
Create a Hashtag. (and use it!)
Get started early.
Reach out to others!
Actively encourage engagement.
Create challenges.
Use your networks.
Follow back!
http://www.tintup.com/blog/9-social-media-tips-to-promote-your-next-event-without-spending-a-

16. #EESM4#EESM4
The Process
#EESM4
Your Event and Social Media

17. #EESM4#EESM4
Professional Input
@MooreOrange
Pete Moore
SU Athletic Comm,
Director
@Just_Kate
Kate Brodock
Social Commerce, Director

18. #EESM4#EESM4
Before the Event
Step One: ORGANIZATION
• Set up your networks
• Send out a “blast” about your event
• Collect RSVPs
• Involve attendees in organization
• Adjust your strategy based on early results
• Collaborate with other organizers

19. #EESM4#EESM4
Before the Event
Step Two: PROMOTION
• Stay diligent and consistent
• Create original content
o infographics
o videos
• Integrate SM and registration
• Create incentives for sharing
• Again, track your reach and adjust accordingly.

20. #EESM4#EESM4
Before the Event
EXPECT THE UNEXPECTED, AND PLAN FOR IT
(via Esteban Contreras)
• Be proactive and know your crisis plan!
• Who needs to be involved & what should they say?
• “make sure that there is a clear reason for any action...”
• Practice your crisis plan before the event!
• The unexpected can happen to anyone, what defines
you is the response.

21. #EESM4#EESM4
During the Event
ENCOURAGE ENGAGEMENT
• Now you’ve got people to attend, great! But social media engagement has
just begun.
• Display twitter feeds with hashtags.
• Live stream the event.
• Create specific opportunities/questions to engage on SM.
• Encourage attendees to check in at various locations.
• Offer incentives/prizes for most engaged guests.
• If needed, provide “customer support” for issues in progress.

22. #EESM4

23. #EESM4#EESM4
After the Event
EXTEND THE LIFETIME VALUE
• Your event was a success and is over, but
your SM presence still exists. Use it!
• Share event highlights.
• Post presentations, summarize on blog posts.
• Share pictures from the event.
• Don’t stop engaging!
• Monitor buzz and collect feedback, your future events will be better
for it.
• Use this event to promote others.

24. #EESM4#EESM4
CASE STUDY #1
University Union
@UUInsider
Mitchell Mason
Director of Public Relations

25. #EESM4#EESM4
Before the Event

26. #EESM4#EESM4
During the Event

27. #EESM4#EESM4
After the Event

28. #EESM4#EESM4
Other ways to engage

29. #EESM4#EESM4
UU’s Facebook

30. #EESM4#EESM4
UU’s Instagram

31. #EESM4#EESM4
UU’s Website

32. #EESM4#EESM4
UU’s Blog

33. #EESM4#EESM4
What Mitch had to say:
-Try to engage on SM 24/7
-Twitter, Facebook, Instagram, Website, &
Blog
“I think we operate the best on Twitter it allows us to get
quick messages across to students about our
programming. Also we have a pretty unique witty voice on
twitter that I think helps us promote the UU brand.”--
Mitchell Mason

34. #EESM4#EESM4
How SM helps
-Where do we get tickets/are they still
available?
-Artist suggestions
-#ASKUU
-Analytics

35. #EESM4#EESM4
What would you do without SM?!
“To be honest, it's the biggest factor in how we promote our
events….It has been such a great tool to throw our info into the
pool of content on social media.”--Mitchell Mason

36. #EESM4#EESM4
International CES
Consumer Electronics Show
○ A global stage for next
generation innovations
○ 3,200 exhibitors
○ Industry thought leaders
http://www.cesweb.org/about-us
http://www.pinterest.com/pin/61080138667985927/

37. #EESM4#EESM4
Going Forward
• Getting creative and experimental
ex: AT&T and Team Epic http://www.bizbash.com/a-new-way-to-encourage-twitter-activity-at-events/new-
york/story/27154/#.U0Ge2vldWSo
• Adapting to emerging social media
networks/apps
ex: Chirphttp://www.bbc.com/news/technology-18927928
• Creating your own app
ex: Quickmobile
http://www.quickmobile.com/

38. #EESM4
THANKS
and remember to stay engaged!