Creative content communications company Inner Ear present a strategy for online promotion of events.

1. Scottish Jazz Federation
Promoters Forum
Digital Audience Development
A strategy for social media events promotion by Inner Ear

2. Digital Audience Development
• Inner Ear
o Website
o Social media use
o Radio Magnetic
• Social Media Services
o Platforms
o Networks
o Tools
• Online Promotion Strategy
o Step-by-step
o Reference to Jazz Bites
o Discussion on how this applies to your events

3. Inner Ear
• Digital media production and promotion
• Established 30 September 2000
• Content creation
o Audio, video, blogs and images
• Content communication
o Social media marketing
• Training and consultancy
• Use of social media
o Website http://www.innerear.co.uk
o Ideas Blog http://innerear.posterous.com
o Delicious http://www.delicious.com
o Issuu http://www.issuu.com
o Vimeo http://www.vimeo.com/innereartv
o Twitter http://www.twitter.com/innerearuk

5. Radio Magnetic
• Inner Ear's own entertainment media brand
• Alternative and underground music internet radio station
• Broadcast began: Monday 19 March 2001
• UK's longest running independent internet radio station
• Shop front for Inner Ear
• Promotional platform and testing ground for content
• Online content and real presence at events
• Active in social media:
o Blog-style website http://radiomagnetic.com
o Facebook http://www.facebook.com/radiomagnetic
o Mixcloud http://www.mixcloud.com/radiomagnetic
o Twitter http://www.twitter.com/radiomagnetic

7. Terms and Definitions
• http://innerear.co.uk/glossary/
• Digital media: content
• Social media: conversation
• RSS
• Embeddable Media
• Tags
• Interaction:
o Friends, fans and followers
• Services:
o Platforms, networks and tools
• Web 1.0, Web 2.0 and Web 3.0

8. Social Media Platforms
For events campaigns, you can seed content on platforms like
these:
• YouTube (video)
• Audioboo (audio soundbites)
• Mixcloud (preview mix)
• Spotify (playlists)
• Flickr (promotional photos and flyers)
• Issuu (event programme)

9. Social Networks
Content will be shared on these social networks:
• Facebook (fan page and events)
• Twitter (@radiomagnetic and #hashtags)

10. Social Media Tools
To syndicate content, and help realise the campaign, we will
utilise these tools:
• Eventbrite (invites and ticket sales)
• PayPal (ecommerce)
• Google Maps (location)
• Google Calendar (scheduling)
• Posterous (blog)
• Twitterfeed/Ping.fm (linking services)
• Cotweet/Tweetdeck (sharing the workload)
• Twtqpon (offer ticket offers through Twitter)

11. Online Promotion Strategy
• Define the Campaign
• Create and collate content
• Host content on your blog
• Setup statistics and measurement tools
• Schedule post publication
• Seed content on social media platforms
• Syndicate across services using connecting tools
• Share through social networks
• Start conversations with social media engagement
• Sell tickets
• Document the event
• Use content to reward audience
• Continue the conversation
• Analyse effectiveness and plan your next event

12. Campaign
• Event: Jazz Bites
• Date: Thursday 11 November 2010
• Location: CCA, Glasgow
• Time: 7.30pm—10pm
• Artists: The Nova Scotia Jazz Band, John Goldie Band,
Breach and John Flemming Quartet
• Ticket Price: £6
• Target: reach 10,000 people
• Channels: see platforms, networks and tools

13. Content
Create Collate
• Audio • Audio
o Preview teaser o Cloudcast mixes
o Promotional mix o Spotify playlists
• Video • Video
o Event trailer o Music videos
• Images • Images
o Digital flyer o Artist photos
• Text • Text
o Blog posts o Press releases/biogs
• Interactive • Interactive
o Event invitation o Invitation responses

14. Create: Blog Posts
• Consider what you want to
say about your event
• Plan out a series of posts
• Post content can vary, from
an in-depth interview to a
single image
• Media widgets can be
embedded on to posts
• Multiple posts can be
created at one time and
scheduled for future
publication

15. Create: Invitation
• Create an event
invitation on your
website or in Facebook
• If you want to sell tickets
directly but don't have a
shop on your site, use a
service like EventBrite
• Or, link to a ticket sales
link on the venue's
website
• Make sure links are
correct and targeted

16. Host
• If we were promoting this event as our own we would:
• Post on our own website www.radiomagnetic.com
• Or setup a Posterous blog to use for promoting events
http://posterous.radiomagnetic.com
• Place content on website and blog (can be either/or)
• Create links between blog and social networks

17. Statistics
To measure effectiveness of the campaign, we will use the
following analysis tools:
• Google Analytics (website stats)
• Google Alerts (mentions in news and blog posts)
• Tweetreach (Twitter campaign penetration)
• Feedburner (RSS feed subscription tracking)

18. Statistics: Google Analytics

19. Statistics: Feedburner

20. Schedule
• Use Google calendar to plan post publication
• Invite colleagues to collaborate
• Schedule content updates
• Refer to calendar when adding new content to blog
• Create multiple posts and schedule for future publication

21. Schedule: Google Calendar

22. Seed
Upload created content to relevant platforms, favourite,
like and link collated content
• Videos to YouTube
• Audio soundbites to Audioboo
• Promotional mixes to Mixcloud
• Playlists in Spotify
• Photos and pictures to Flickr
• Event programme to Issuu

23. Syndicate: Twitterfeed

24. Syndicate: TweetDeck

25. Syndicate: Cotweet

26. Syndicate: Twtqpon

27. Share: Facebook
• http://www.facebook.com/
radiomagnetic
• We manually post content on
Facebook
• Encourage audience
engagement with games and
challenges
• Start conversations
• Likes and comments increase
exposure exponentially
• Two-way link with website
• Content collated through
Facebook is then used on
Twitter

28. Share: Twitter
• @radiomagnetic
• Posts from
Facebook are
automatically
tweeted
• Retweeted often
• Use specific,
generic and
branded #hashtags
• Check often
• Take it in turns to
monitor and
respond

29. Start Conversations
• To track the effectiveness of
specific campaigns, use a
unique #hashtag and
encourage everyone to use
it in related tweets
• In promoting this event, we
used #jazzbites
• Retweet content from
Facebook
• Even a limited number of
retweets and mentions can
have a wide-reaching affect
• Reach can be tracked and
measured

30. Track Conversations: Tweetreach

31. Sell Tickets
• Ticket sales can be promoted in a similar manner
• Combining a service like twtqpon with conversation
starters in Twitter and Facebook can encourage people to
promote the event for you
• Use a unique #hashtag as your promotional code
• Use content to promote ticket coupon code
• Consider what keywords and trackable links you will use
• Use content and communication to channel sales

32. Document and Reward
• SJF could make audio and video recordings of Jazz Bites
• If so they should obtain permission from artists
performing
• Necessary music licences from bodies such as
PRS, MCPS and PPL should be obtained
• Audience members could be encouraged to capture their
own media content and share it online
• Event #hashtags can be used in Twitter and similar tags
on all social media platforms to track reach
• Content is shared with audience members to reward them

33. Continue the Conversation
• Curate both created and collated content to continue
the conversation
• Distribute content through a strategically aligned suite of
social media services
• Ask the audience for feedback and respond positively

34. Analyse and Plan
• Conduct analysis using Google Alerts and Twitter Search
• Measure campaign reach with Tweetreach, Feedburner
and Google Analytics
• Evaluate what worked, and what didn't, in the campaign
• Take learnings into account when planning next campaign
• Setup new goals and define protocols (tags and
#hashtags)
• Plan next campaign

35. Further Information
• http://www.innerear.co.uk
o dougal@innerear.co.uk
o andy@innerear.co.uk
• http://www.delicious.com/innerear
• http://www.slideshare.net/innerear
• http://www.issuu.com/innerear
• http://www.vimeo.com/innereartv
• http://www.facebook.com/innerearuk
• LinkedIn: search in groups for Inner Ear
• Twitter: @innerearuk