Social media and live events

A BRAND CONTENT AGENCY

IAN IRVING GROUP STRATEGY DIRECTOR

SUCCESSFULLY INTEGRATING SOCIAL MEDIA INTO YOUR LIVE COMMUNICATIONS

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SOCIAL MEDIA MYTHS

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LETS FIRST GO THROUGH SOME SOCIAL MEDIA MYTHS…

1.It’s for kids

2.It’s for B2C not B2B

3.Theres no ROI

4.It would be a waste of staff time to monitor

5.Customer complaints will become public

6.People won’t care what we have to say

SOCIAL MEDIA FACTS

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27%OF TOTAL UK INTERNET

TIME IS SPENT ON SOCIAL NETWORKING SITES.

15%OF TOTAL UK

MOBILE INTERNET IS SPENT ON SOCIAL

NETWORKING SITES.

52%OF ALL MARKETERS

HAVE FOUND A CUSTOMER VIA

FACEBOOK IN 2013

CURRENT RESEARCH PREDICTS THAT UK RETAIL SALES DIRECTLY VIA SOCIAL MEDIA ARE FORECAST TO GROW TO £290M BY 2014 FROM £210 (A RISE OF 44%) AS MORE AND MORE BRANDS TARGET CONSUMERS WITH PERSONALISED

OFFERS AND DEALS THROUGH SOCIAL NETWORKS.

ON FACEBOOK, BRAND POSTS GET

HALF OF THEIR REACH WITHIN 30 MINUTES OF BEING POSTED.

COMPANIES THAT GENERATE MORE

THAN 1.000 FACEBOOK LIKES ALSO RECEIVE

NEARLY 1.400 WEBSITE VISITS A DAY.

SOCIAL MEDIA PRODUCES ALMOST

DOUBLE THE MARKETING LEADS OF THE TRADE

SHOWS, TELEMARKETING, DIRECT MAIL, OR PPC

(PAY PER CLICK).

74%OF MARKETERS SAY

FACEBOOK IS IMPORTANT TO THEIR LEAD GENERATION

STRATEGIES.

21%OF ALL MARKETERS SAY THAT SOCIAL MEDIA HAS

BECOME MORE IMPORTANT TO THEIR COMPANY OVER THE

PAST SIX MONTHS.

85%OF FANS OF BRANDS ON FACEBOOK RECOMMEND

BRANDS TO OTHERS COMPARED TO 60% OF

AVERAGE USERS.

SOCIAL MEDIA FACTS

OF SOCIAL MEDIA LEAD CONVERSION RATES ARE

13% HIGHER THAN THE AVERAGE LEAD

CONVERSION RATE.

13%

SOCIAL MEDIA SHARING

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92% 89% 81% 85% 58%

77% 86% 67% 61% 36%

24% 26% 18% 22% 20%

FRIENDS

SOCIAL NETWORKS EMAIL INSTANT MESSAGE BLOGS MESSAGE BOARDS

FAMILY

COLLEAGUES

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SOCIAL MEDIA DRIVE SALES!

SOCIAL MEDIA

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Your mission is to create fans because fans will follow you through thick and thin. "

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SOCIAL MEDIA NEEDS

110% COMMITMENT

YOU CAN’T JUST DIP YOUR TOE IN…

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“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS - IT IS WHAT CONSUMERS

TELL EACH OTHER IT IS.” """

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“Our head of social media is our customer” "

- McDonalds "

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3/4 of event organisers consider social media a very important marketing instrument.

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HOW IMPORTANT ARE SOCIAL NETWORKS AS MARKETING INSTRUMENTS FOR AN EVENT ORGANISER?

10%

15%

75%

NEUTRAL

NOT IMPORTANT AT ALL

VERY IMPORTANT

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IT’S IMPORTANT TO ACTIVATE THE RELEVANT PLATFORM

FACEBOOK 78%

TWITTER 56%

LINKEDIN 49%

YOUTUBE 42%

GOOGLE+ 39%

BLOGS 29%

XING 28% PINTEREST

15%

FLIKR 10%

FOURSQUARE 4%

OTHER 3%

NONE 1%

REMEMBER

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It’s about being where it matters!!Research your audience

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GETTING PEOPLE TO YOUR EVENT

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. SELL TICKETS "

. DRIVE WEB TRAFFIC "

. INCREASE YOUR OWN SOCIAL COMMUNITY "

. INCREASE (UGC) USER GENERATED CONTENT "

. INCREASE EVENT AWARENESS + ENGAGEMENT

THE TACTICS

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BE STRATEGIC…

PRE EVENT AWARENESS

LIVE EVENT ENGAGEMENT

POST EVENT COMMUNICATION

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DEFINE THE AUDIENCE

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CHOOSE THE RIGHT SOCIAL PLATFORM

ACTIVATE THE RELEVANT CHANNELS

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CREATE EVENT LISTINGS IN THE APPROPRIATE COMMUNITIES

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DISTRIBUTE CONTENT + ENGAGE + INSPIRE YOUR AUDIENCE

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FACEBOOK POST

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ADD IN CALLS TO ACTION TO ATTEND THE EVENT

TWITTER LINKEDIN

2 DAYS TO REGISTER

REGISTER NOW FOR 15% DISCOUNT

"

"EARLYBIRD DISCOUNTS

"

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CONTENT IS KING

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“FOR A TRULY EFFECTIVE SOCIAL CAMPAIGN, A BRAND NEEDS TO EMBRACE THE FIRST PRINCIPLES

OF MARKETING, WHICH INVOLVES BRAND DEFINITION AND CONSISTENT STORYTELLING”

"""

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“IF YOU DO NOT HAVE GREAT CONTENT IT DOES NOT MATTER AT ALL HOW YOU DELIVER IT”

"""

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LIVE EVENT ENGAGEMENT

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PEOPLE WILL BE CHECKING IN TO YOUR EVENT ON SOCIAL MEDIA. ""

GEOSOCIAL NETWORING

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LIVE TWEETING + INSTAGRAM

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FACEBOOK UPDATES

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Own all of these social interactions create the @Twitter handles and use #Hashtags "

"

Encourage your audience to interact and share. This creates user generated content, Retweets and followers!

#OWNERSHIP "

"

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POST EVENT COMMUNICATION

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RETAIN THE COMMUNITY YOU HAVE CREATED AND KEEP THE CONVERSATION FLOWING…

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Tools: "

. Video "

. Photo’s "

. Q + A’s "

. Presentations "

. Polls and surveys "

"

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ENGAGE WITH A CONTINUED FLOW OF ENGAGING AND RELEVANT CONTENT

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TO SUMMARISE. Define your target audience "

. Research the appropriate platform for your audience "

. Create engaging content "

. Run engaging social activity "

. Keep the conversation flowing post event "

"

CONCLUSION:

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The marketing of events by means of social media continues to be a very important communication instrument to the events industry…

BUT IT NEEDS COMMITMENT!

THANK YOU

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ANY QUESTIONS?

TALK TO USHQ 194 HERCULES ROAD LONDON SE1 7LD

GROUP STRATEGIC DIRECTOR IAN IRVING IAN.IRVING@WEAREPUBLIC.COM T. +44(0)207 202 4800 M. +44(0)777 571 6661

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