Social Media for Event Marketing

a presentation by sidneyeve matrix

image: Today is a good day

Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.

social media event marketing

In 2010, 6 out of 10 event planners were unlikely to use social tools.

source: Constant Contact survey, 931 respondents, 2010

Today all event planners use it, 7 out of 10 successfully.

source: 2012 survey, 111 respondents by

well... not so much.

success!

surveys show that

How do event planners use it? Mostly promotion, not conversation.

87% use social media to promote events 57% to share announcements29% use it to increase conversations and engagement around the event23% for branding

source: 2012 survey, 111 respondents by

Top challenges?Getting and keeping attention.

#1 getting people to respond to invites#2 getting them to pay attention to invites

source: research by

content  marketingproactive, reactive, user-generated

to stretch buzz across event envelopeswhat follows is a roundup of tools and ideas

what’s the top content that drives marketing objectives?

blogswebinars  &  virtual  eventswhitepapers  &  reportsvideos  &  UGMsource:    eMarketer  and  Focus  Research,  2011

hybrid events interactive live broadcast, then available on-demand

hybrid events interactive live broadcast, then available on-demand

instant interactivity, later available on-demand

hybrid events interactive live broadcast, then available on-demand

60K views

social  publishing  for  your  whitepapers  and  reports

social  publishing  

for  your  whitepapers  and  reports

social  publishing  via  QR  code

kaywa

social  publishing  via

infographics

creative  repurposing:  whitepaper  to  eyecandybranded

visualcontent  curationnicely done Julia!

A  very  pinteresting  microsite  for  an  annual  corporate  meeting.  

building anticipation for the event withpersonalized content

raising  the  visibility  of  brand  advocatespersonalization beyond the name badge...would this

social recognition resonate with your delegates?

welcome! customized

building anticipation for the event:a personalized campaign designed to stop the "summer melt"

social contests resonate for Gen Yraising the visibility of brand advocates, volunteers, interns...

social  media  listeningeavesdrop  on  brand  conversations

image: A. Strakey

to create truly responsive content, we need to do some

Build  a  listening  station

social  media  listening

realtime  feedback  :  audience generated content

realtime  feedback  :  audience generated content

twitterfall

realtime  feedback  :  audience generated content

curating audience generated content

making the ask

engagement tool

extension available

making the ask

Facebook polling

making the ask

image by: @Doug88888

polling minus thepermission creepwith  a  little  help  from  photoshop

social  media  powered  pre-­‐/  post  event  surveyscreate buzz before, gather business intelligence after

How  likely  are  you  to  come  again?

Was  your  attendance  worthwhile?

Do  you  prefer  morning  or  afternoon  sessions?

Will  you  refer  others?

Which  of  these  topics  interests  you  the  most?

photosharingask  for  photos  from  past  events

beyond                                                ...      ...  cross-­‐platform  publishing

contest microsite

incentivizing  people  to  share  event  information

and  the  prize?  social  recognition

user-generated contentdrives engagement

affiliate  event  marketingincentivizing  people  to  share  event  information

5,334 entries

Thank you Debbie Laskey for discovering/pinning these contest examples!

contestsincentivizing  people  to  share  your  event  information

user-generated contentgeo-­‐social  networking  @  events

33% increase foot traffic

100 randomly awarded $5 or $10 gift cards results: increased fan base by 600,000 in 1 day

geo-­‐social  networking  @  events

ambient digital discoverability

geo-­‐social  networking  @  events

social  seatinggeo-­‐social  networking  @  events

the social media news release

tools for event publicity & promotion

pitching journalists online

social media event listings

increase eventdiscoverability

ask  speakers  to  indicate  they  are  “attending”

social media event listings

social  media  event  listings

ask  attendees  to  add  event  to  their  social  planners

integration

event promotionsave  the  date

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 view on PC

19% close and forget about it

source: e-Dialog 2012 Global Research Study, 9,000 respondents

49% delete immediately

amazing  mobile-­‐optimized  free  email  templates

enrich on-site experience and publish event info to virtual attendees

provide  delegates  with  a  free  app  to  access  schedule,  exhibitor  lists  &  maps

DIY mobile app development -- and it's free

the exclusivity factor

event promotionblogger  outreach

the quest for influencers

“Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro

the exclusivity factor

“The  Klout  for  conferences.”  ~  Techcrunch

use of game design techniques and mechanics to enhance non-game contexts

achievement  badgesachievement  levelsleader  boardsprogress  barvirtual  currency

Gamification:behind  Klout...

gamification  engines  for  event  promotion

gamification  for  event  promotion

gamification  of  charity  events

get  a  cute  spokespetand one last tip:

well... it *is* the Internet!

Sidneyeve Matrix is a media professor and digital marketing trends analyst.Connect via twitter.com/sidneyeve

image: tannakawho

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