Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012.
An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans.
Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.
4. 52 percent of a brand’s reputation can be
attributed to how social it is online, according
to global executives in a recent study.
Source: Weber Shandwick &
Forbes Insights 2011 Flickr: Creative Commons Mavis
5. On Average, Facebook
fans spend an extra
$72 on products & are
41% more likely to
recommend products
vs. non-fans.
Source: Knowledge Networks Flickr: Creative Commons Owenbrown
12. Product Development Marketing Online Presence
• Lead Generation
• Feedback • Message Reach • Ratings & Reviews
• Early Warning • Brand Reputation • Communities
• New Product Ideation • Rich Media • Customer Stories
• Influence
Sales Customer Service HR/Legal
• Leads & Referrals • Listening • Recruitment
• Collaboration • Retention • Overall Counsel
• Thought Leadership • Outreach
A tool to be leveraged
across the fabric of the
company: different
functions, uses and values Get Organized
13. • Increase brand awareness & reach
• Increase awareness of the broad-based education
• Increase website traffic
• Humanize your voice
• Recruiting & hiring
• Provide thought leadership & credibility
• Effectively market education programs & events
• Increase registration, attendance & fundraising
• Manage you reputation management
• Improve search engine rankings
• Establish partnerships
• Build additional value for speakers
Define Objectives & Goals
15. • Passion
• Social media savvy
• Enthusiasm
• Good communicator &
writer
• Knowledge of brand touch
points
• Good technical skills with
computers and online
applications
• Willingness to take on the
time commitment required
Recruit Superfans
16. • What is your mission statement,
brand position or brand promise?
• What is your brand personality?
• What is your brand identity?
• What differentiates your brand?
• What is your company story?
• What do want your customer
experience to feel like?
• Identify types of content
Develop a Content Strategy &
Choose Your Social Identity
36. Research suggests posting at 7am,
11am, 3pm, 5pm, and 11pm but
continue to test. Frequency is king but
don’t overwhelm your fans.
Timing of Posts
Timing of Posts
Source: Buddy Media 2011
38. Posts that end with
a question have a
15% higher
engagement rate.
Questions
Source: Facebook
39. Posts including a photo
album, a picture or a video
generate about 180%,
120%, and 100% more
engagement than the
average post, respectively.
Emphasize on Visualization
40. “Pin” a post to the
top of the Page, so
that it is the first thing
users see upon arrival
for a 7-day period.
„Pin‟ a Post
43. Brands can feature a
promotion on their page,
allow users to claim it and
have the coupon sent
directly to the user’s email
or mobile device.
Share registration offers.
Offer Post
53. More than 10 million
monthly unique
visitors with more
than 20 million
users
68% of Pinterest
users are women, and
28.1% of users have
an average household
income of over
$100,000.
Pinterest Account
Source: Modea
89. The mobile PC category is poised to
soar from 347 million units in 2012 to
more than 809 million by 2017 Touch Computing
Photo: agbeat.com, Source: NPD DisplaySearch
90. More than 500
million mobile
monthly active
users as of April
20, 2012.
Facebook Mobile
Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com
91. Create & claim your event &
allow participants to “check- Location-Based
in”. Provide a rotating set of Social Networks
special offers.
100. Ignition Points
1. Start your search for your social media ambassador.
2. Decide on the themes for your content, create a content
calendar for pre-event, during event & post-event.
3. Combine social media with traditional marketing &
promotions.
4. Create a cohesive branded look for all social profile
skins.
5. Create some videos & upload photos.
6. Promote events & education on social media networks.
7. Select a unique hashtag.
8. Launch a contest.
Before you engage in social media, it’s important to decide what your social media identity will be and how you want to represent your brand.
Pinterest has more than 10 million monthly unique visitors and is now the third most popular social networking site behind Facebook and Twitter.Pinterest has grown from roughly 1 million users in July 2011 to more than 20 million today. Recent data released by Modea shows around 68% of Pinterest users are women, and 28.1% of users have an average household income of over $100,000. Furthermore, about half of the users have children and more than 27% are between the ages of 25 and 34.Modea also noted that Pinterest users spend an average of 15.8 minutes on the site.
Create a pinboard that features the bestphotos and video footage of the annualevent you host to help you generate buzzand promote the next one. You can create a “Behind TheScenes” board that features a lot of picturesfrom events that we have hosted.
Create a pinboard that provides training and ideas
Foursquare is a location-based social networking website for mobile devices, such as smartphones. Users "check in" at venues, keep up with friends, discover what's nearby, save money and unlock rewards.
For its 2013 catalog teaser, IKEA has unveiled that they will be adopting augmented reality in their future catalogs to add a layer of information and interactivity through mobile. When the page is scanned, it will bring up extra content, like customization options or pictures of the furniture in use.
The Starbucksaugmented reality campaign “Cup Magic app” allowed you to send and receive virtual Valentine messages.
Released Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone.