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Campaigns That Drive Action: Events and Online Registration
© 2014
2
@vanessacabrera #yoursmm
Chief Creative Officer
Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
yoursocialmediamentor@gmail.com
Facebook.com/yoursocialmediamentor
@vanessacabrera
Tidbit About Me: I just
had my first child in
June whom I lovingly
used to refer to as #fatty
on all my social media
platforms…B4 he had a
name.
Meet Matteo!
Your Social Media Mentor –
Vanessa Cabrera
3
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
Agenda
Types of events
Why run an event?
Event promotion
Online registration – why bother?
Post-event actions & follow-up (survey!)
Next steps
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
6
marketing
Types of events
At its core, marketing is abouteliciting a physical and measureable
response
Pull registrations
8
Types of events
What are
campaigns?
Push invitations
Types of events
9
Seminarsand lectures
Workshops and classes
Social and networking
Conferences
Fundraisers and galas
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
11
Why run one?
What’s your goal?
Raise money or drive purchases
Create engagement
Celebrate milestones
Reward loyalty
Growyour list
Educate
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Why run one?
To charge or not…
Don’t be afraid to charge for your event!
50.50%
29.00%
10.04% 0.01%
Date/timeconflict
LocationOther Cost
200,000 RSVPs x .01% = 20
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
16
Promotion
Timing matters
Create buzz (5-6 weeks out)
Increase registration (3-4 weeks out)
Maximize attendance(2 weeks out to event date)
Save the date!Allow time for planning, booking travel, donations, etc…
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature event info on website
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Promotion
Timing matters
Create buzz (5-6 weeks out)
Leverage your newsletter
Feature event info on website
List your event publicly
Event directories
Events in America
Local paper
Local event
calendars
Co-marketing
20
Promotion
Communication schedule
Increase registration (3-4 weeks out)
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Promotion
Communication schedule
Increase registration (3-4 weeks out)
Social media posts & sharing
Facebook events app
Invitations: paper and email
Registration form
Event homepage
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Promotion
Communication schedule
Maximize attendance(2 weeks out to event date)
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Promotion
Communication schedule
Maximize attendance(2 weeks out to event date)
Provide tickets or confirmation
Send email reminders
Reminder on event website or homepage
Updates and reminders on social media
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Offline Paper
39%
%
Exce
l &
oth
er
sp
rea
dsh
eets 37%
Ph
on
e
25%
Ou
tlo
ok a
nd
oth
er
em
ail
23%P
osta
l se
rvic
e
12% 12%
Fax o
r “n
o
resp
on
se g
ive
n”
6%
Oth
er
Registration
“Online” registration
%
Guest informationMeal requestsEvent feesCommunications
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Registration
Information all in one place
Easier.Available 24/7RSVPs and declinesPaymentsSell items, track donations
50%Percentage of invitees
(who received paper
invites) want the ability
to register online 29
Registration
The more it’s used…
30
Registration
Keep it simple: invitation
The subject line matters!
Event details
Logo or simple
graphics
Compelling message, why to attend
31
Registration
No kitchen sinks (please!)
14Separate pieces of information requested
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Registration
Do they know it’s you?
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Registration
Keep it simple: registration page
Event details
Logo or simple
graphics Brief description of event
Event name
Simple form fields
Presentation Design Workshop
Wondering how to make your next presentation the
best you've ever delivered? Attend this workshop and
learn how to approach developing your content, the
design process (including some PowerPoint power
tips) and the delivery of your story. Laptops and
questions are welcome!
34
Registration
1: What should you collect?
Demographics
Bringing guests?
Time/sessionrequested
Event specific information
Payment method
Plan/adjust logistics, entertainment or auctionPlan/adjust seating or monitor capacityCommunicate about openings,
adjust staffing, add/remove optionsMonitor meal options, clothing sizes/quantity,
audience compositionPlan/adjust event finances
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Registration
2: What should you collect?
Demographics
Bringing guests?
Time/session requested
Event specific information
Payment method
Meals, giveaways (size for clothing, etc)
What school does your child attend?
Food allergies or restrictions
Emergency contact information
Any special needs
Bad data out
36
Bad data in
Open-ended questions
Good data out
37
Good data in
38
Registration
You are the first test subject
2
1
3 “It should only take you ___ minutes to complete your registration.”
39
Registration
You have the information. Now what?
40
Registration
You have the information. Now what?
Social proof
2
1
3
41
Registration
Extend the “proof”
Presentation Design Workshop
42
Registration
Think beyond the event
Demographics
Bringing guests?
Time/sessionrequested
Event specific information
Payment method
Improve future event planningand marketing efforts
Build new customer/supporter relationshipsGrow your email list
43
Registration
Payment & donation options matter
Credit cardCheck
Online payment solutions
Cash
Credit cardprocessors Check
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
The most important thingyou have to do after the event
Thank you.Say
47
Post-event
Review statistics and data
Identify shows & no-shows
Review revenue or funds raised
Segment follow-up lists based on registration questions, activities participated in or behaviors
%
48
Post-event
Collect pictures and videos
49
Post-event
Review social media activityTweets over time
Post-event
Get feedback with a surveySatisfaction score
Number “very satisfied”
Number “somewhat satisfied”
Total responses
Post-event
Get feedback with a surveyKey insights
Event venue
Time / time of year
Food
Entertainment
Speaking program
Interests
Demographics
Newsletter sign-up
Types of Events| Why run one? | Promotion | Registration | Post-event | Next Steps
Make sure the host organization is very obvious, not just the logoPlace your logo left or center, use a text link
Checklist Invitations & Registration
Include date/time/location/topic
Sign-up link should be most obvious, if not ONLY option, and be above the scroll line
Don’t give details that distract from signup
Reconfirm their registration
Checklist Reminder Email
Note if there is a waitlist or the event is full
Describe check-in process, where to park, what to bring, emergency contact information…
This can be a long email…really! Provide as much information as
your attendees will need to ensure they have an enjoyable
experience.
Say “Thank you”!!
Checklist Follow-up email
Include at least one photo from the event!
Ask to participate in your survey
Ask attendees to post, tweet, comment about their experienceProvide links to your social media channelsProvide them with sample content – write out some tweets for them
Re-emphasize the call to action of the event: donate, visit your store, volunteer to help, etc.
Easier.56
Next steps
Online vs. offline
1 2 3Easily processRSVPs and collect fees
Registration is available 24/7
Collect all of your information in one place
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Next steps
Collect only what you need
2
43
Good data in = good data out
Promote“social proof”
Use data to inform future business decisions
2
SUBMIT
1
SURVEY
Keep it simple, collect only
what you need 1
58
Next steps
Make it easy for them
1 2 3Look like you!Brand your communications.
Payment options matter. Provide more than one!
Timing matters…give enough time to plan ahead.
61
Chief Creative Officer
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I’ll help you set up your first event, step-by-step
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