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Social Media for Event Marketing

  1. 1. image: Today is a good day social media event marketing a presentation by sidneyeve matrix Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.
  2. 2. In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010
  3. 3. at veys s how th sur Today all event planners use it, 7 out of 10 successfully. success! well... not so much. source: 2012 survey, 111 respondents by
  4. 4. How do event planners use it? Mostly promotion, not conversation. 87% use social media to promote events 57% to share announcements 29% use it to increase conversations and engagement around the event 23% for branding source: 2012 survey, 111 respondents by
  5. 5. T challenges? op Getting and keeping attention. #1 getting people to respond to invites #2 getting them to pay attention to invites source: research by
  6. 6. proactive, reactive, user-generated content  marketing what follows is a roundup of tools and ideas to stretch buzz across event envelopes
  7. 7. what’s the top content that drives marketing objectives? blogs webinars  &  virtual  events whitepapers  &  reports videos  &  UGM source:    eMarketer  and  Focus  Research,  2011
  8. 8. hybrid events interactive live broadcast, then available on-demand
  9. 9. hybrid events interactive live broadcast, then available on-demand
  10. 10. instant interactivity, later available on-demand
  11. 11. hybrid events interactive live broadcast, then available on-demand 60K views
  12. 12. social  publishing   for  your  whitepapers  and  reports
  13. 13. social  publishing   for  your  whitepapers  and  reports
  14. 14. social  publishing  via  QR  code
  15. 15. kaywa
  16. 16. social  publishing  via
  17. 17. creative  repurposing:  whitepaper  to  eyecandy branded infographics
  18. 18. visual nicely do ne Julia! content  curation
  19. 19. A  very  pinteresting  microsite  for   an  annual  corporate  meeting.  
  20. 20. building anticipation for the event with personalized content
  21. 21. raising  the  visibility  of  brand  advocates personalization beyond the name badge...would this social recognition resonate with your delegates?
  22. 22. welcome! customized building anticipation for the event: a personalized campaign designed to stop the "summer melt"
  23. 23. raising the visibility of brand advocates, volunteers, interns... social contests resonate for GenY
  24. 24. image: A. Strakey to create truly responsive content, we need to do some social  media  listening eavesdrop  on  brand  conversations
  25. 25. Build  a  listening  station
  26. 26. social  media  listening
  27. 27. realtime  feedback  :   audience generated content
  28. 28. realtime  feedback  :   audience generated content twitterfall
  29. 29. realtime  feedback  :   audience generated content
  30. 30. curating audience generated content
  31. 31. making the ask engagement tool
  32. 32. making the ask extension available
  33. 33. making the ask Facebook polling image by: @Doug88888
  34. 34. polling minus the permission creep with  a  little  help  from  photoshop
  35. 35. social  media  powered  pre-­‐/  post  event  surveys create buzz before, gather business intelligence after Do  you  prefer  morning  or   afternoon  sessions? How  likely  are  you  to  come   again? Which  of  these  topics   interests  you  the  most? Was  your  attendance   worthwhile? Will  you  refer  others?
  36. 36. ask  for  photos   from  past  events photosharing
  37. 37. beyond                                                ...      ...  cross-­‐platform  publishing
  38. 38. contest microsite
  39. 39. incentivizing  people  to  share  event  information and  the  prize?  social  recognition
  40. 40. user-generated content drives engagement
  41. 41. affiliate  eople  to  share  marketing incentivizing  p event   event  information 5,334 entries
  42. 42. contests incentivizing  people  to  share   your  event  information Thank you Debbie Laskey for discovering/pinning these contest examples!
  43. 43. geo-­‐social  networking  @  events user-generated content
  44. 44. 33% increase foot traffic 100 randomly awarded $5 or $10 gift cards results: increased fan base by 600,000 in 1 day
  45. 45. geo-­‐social  networking  @  events
  46. 46. ambient digital discoverability geo-­‐social  networking  @  events
  47. 47. geo-­‐social  networking  @  events social  seating
  48. 48. tools for event publicity & promotion the social media news release
  49. 49. pitching journalists online
  50. 50. social media event listings
  51. 51. increase event discoverability
  52. 52. social media event listings ask  speakers  to   indicate  they  are   “attending”
  53. 53. social  media   event  listings
  54. 54. ask  attendees  to  add  event  to  their   social  planners
  55. 55. event promotion save  the  date integration
  56. 56. on the importance of mobile  email  optimization if an email received on your mobile device does not display properly, do you: 35% save it to 19% close and view on PC forget about it 49% delete immediately source: e-Dialog 2012 Global Research Study, 9,000 respondents
  57. 57. amazing  mobile-­‐optimized  free  email  templates
  58. 58. provide  delegates  with  a  free  app  to  access  schedule,  exhibitor  lists  &  maps enrich on-site experience and publish event info to virtual attendees
  59. 59. DIY mobile app development -- and it's free
  60. 60. event promotion blogger  outreach the exclusivity factor
  61. 61. the quest for influencers “Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro
  62. 62. the exclusivity factor
  63. 63. “The  Klout  for  conferences.”  ~  Techcrunch
  64. 64. behind  Klout... Gamification: use of game design techniques and mechanics to enhance non-game contexts achievement  badges achievement  levels leader  boards progress  bar virtual  currency
  65. 65. gamification  engines  for  event  promotion
  66. 66. gamification  for  event  promotion
  67. 67. gamification  of  charity  events
  68. 68. and one last tip: get  a  cute  spokespet well... it *is* the Internet!
  69. 69. image: tannakawho about  the  presenter  : Sidneyeve Matrix is a media professor and digital marketing trends analyst. Connect via twitter.com/sidneyeve

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