The document discusses using social media marketing for events. It provides tips on understanding the digital tools available, engaging audiences on platforms like Facebook and blogs, and measuring engagement through metrics like comments and shares rather than just numbers of likes. The goal is to create an ongoing conversation with advocates rather than seeing likes as the end goal. Journalists and sponsors are also important to engage for greater publicity and funding.

1. Social Media Marketing for Events:
Don't Get Left Behind
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2. Presenting:
BENJAMIN CHIANG
Account Manager
Techsailor Group Pte Ltd
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3. Started a web and multimedia company at 17
Spent many years across Europe and China to sharpen
his skills
Wrote Sports Extreme Singapore in 2004
Founded The Marketing Initiative
Repertoire of private clients in portfolio include: the
SGX,AXN, L’Oreal, Kranji Countryside Association,
amongst many, many others.
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4. ◦ Asia is growing. But we should lead, not just in
economics, but also in culture.
◦ Brands, branding and good marketing demonstrates
our culture.11
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5. How Do I Reach The Crowd?
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6. 31 July 2012 PAGE 6

7. Do you know where your
audience is looking?
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8. Include Digital Marketing in your macro
level marketing eco-system
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9. Understand Your Tools
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10. News Sites Blog Mentions
Portals Search Engine - Paid
Institute Sites Interest Group/ Forums - Paid FaceBook - Paid

11. Start with
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12. Using the copy as an anchor,
Use your tools to speak the
same message
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13. Example:
Write a tagline for a car race
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14. “Zero to Wow in 1 second”
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16. Vote for your favourite car designs! (wow)(zero)
+42
+234
Share . Comment
+12
+7626
Share . Comment

18. Digital Media Tools
3
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19. 31 July 2012 PAGE 19

20. The Pledge Campaign
o Participate in the movement
through a FB App
o Users virally invite friends to
pledge/participate in the
movement
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21. Create Interactive Games
Interactive Games/Social
Games to engage users
Competitive element
Score users on a leaderboard
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22. Enhance your
website
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23. 31 July 2012 PAGE 23

24. Mobile Apps
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25. ◦ SISTIC,
◦ Magazines (ie. Time Out, IS magazine)
◦ Associations (EDMs and ads)
◦ Interest Groups (FB, Forums, etc)
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26. ALL
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27. “Likes” should be a journey – not a
destination.
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28. ◦ Time spent on site
◦ Advocacy (shares, re-tweets, USG etc)
◦ Intention: Watch a video, make a pledge etc
◦ Who’s making more conversations?
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29. “Tell me how my campaign on digital media
will lead to conversion.”
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30. “Tell me how your campaign on newspapers
will lead to conversion.”
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31. o To check on information,
o They love to associate,
o They want to comment,
o There was a prize incentive
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32. Instead of focusing on conversions alone, one
might want to focus on micro-conversions:
For example – what percentage of people who
clicked on an incentive, actually wanted the
prize:
Could we reach them with an offer to
register/buy/participate?
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33. Keep them coming back
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34. Advocates
+ Conversations
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35. Be Photo Friendly
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36. Check in rewards
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37. Engagement Apps on Mobile

38. SMS/
Interaction
Engines

39. Sponsors Journalists
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40. Why should
Why
I giveshould I
you
give you
money?
money?
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41. ◦ Clearly identify your audience
(eg. 16-25 yr olds that participate in sports events)
◦ How much publicity can you bring them?
◦ Is the brand association in their favour?
◦ Identify platforms that your sponsors can use
◦ Make it measurable
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42. Journalists
Journalists
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43. This is also a journalist
This is also a journalist
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44. British Heart Foundation
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45. 31 July 2012 PAGE 45

46. 31 July 2012 PAGE 46

47. To Sum up:
o Know where your market is looking, and operate there
o Start a campaign with copy, develop your tools around
the copy, your product and your unique selling
proposition.
o Find interesting ways to exploit the medium of your
choice
o Know what KPIs to meet and focus on micro
conversions
o Keep people engaged, encourage conversations and
advocates
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48. To Sum up:
o Know what sponsors are looking for and use your
digital tools to convey this message.
o Journalists can be anyone, not just mainstream media.
Find exciting ways to keep them engaged.
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49. EarlyBulk Buying Deal
o Buy SoLoMo Thursday Tickets @ 4 for $45.00
o Purchase at Reception. Cash Only.
o Tickets are transferable.
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50. Dine-in Deal
o 10% off non-promo F&B items on your next visit
o Provide your name to redeem offer
o Valid for single use, for one month
(until next SoLoMo Thursday)
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51. Next SoLoMo Thursday
(30 August 2012)
Topic:
Google SEO & Adwords Have Adapted to SoLoMo,
Haven’t You?
Speaker:
Rachit Dayal
(Managing Partner of Happy Marketer Private Limited)
Visit http://bitly.com/st_tics for more information
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52. Questions?
www.techsailor.com
Feel free to approach our colleagues
Brought to you by: &
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