Social Media for Event Organisers

Carolyn Morgan

7 April 2011

Virtual Event World

3 key questions….

• Why bother with social media?

• How to do it well?

• What are the pitfalls?

• …and some good practice

1. Pre-event research

• Look on twitter for experts

• Monitor discussions on Linked-in

• Pose questions on facebook groups/ forums

• Observe competing shows/ overseas equivalents

2. Database building

• Start 6-12 months before the event

• Build personal networks of event team

• Create a group on Linked-in with a benefit for members: relevant content

• Encourage sign-up to email newsletters from LI and FB

• Network effect – communities of interest

3. Community & networking

• Invite core to FB or LI• Post good content: original or third party• Encourage debate• Follow visitors and exhibitors on twitter/FB• Matchmaking/ introductions• Attendee list• 365 days a year • People want to meet up with their online

“friends”

4. Visitor promotion

• Preview event• Video trailers (exhibitors, speakers) on

You Tube and FB• Start debates on featured topics• Surveys• Submit questions• Invite a friend• LI group announcements

5. Extend beyond the event

• Twitter hashtag to encourage meet-ups for attendees and for absent friends

• Invite real-time bloggers

• Invite tweeters (but beware of distraction)

• Create post-event content for show site: video, blogs, reports, articles, slideshare

6. Commercial opportunities

• Announce new sponsors and exhibitors

• Describe features sponsored by commercial partners

• Follow/ like sponsors and exhibitors

• Invite to join LI groups

• ….but be very cautious and subtle

7. Customer service

• Answer registration/booking queries

• Provide practical information

• Describe show features

• Handle on the day complaints about parking, catering, signage, ticketing, queues

• Ask for feedback post-event

Common pitfalls

• Tumbleweed 9 months of the year

• Leaving to junior marketing staff

• Allowing exhibitors to hijack groups

• Over-promoting

• Leaving the phone off the hook

• Not answering customer queries/issues

Good practice

• Start 9-12 months before the event

• Create good quality content

• Enforce the rules with exhibitors

• Invite good contributors

• Build a “publishing schedule”

• Follow up discussions

• Answer complaints swiftly and honestly

The Pitch on twitter

Hashtag for #confconf

Specialist Media Network on Linked-in

Live video – paywalls 2011

Gadget Show on Facebook

Discover Dogs on facebook

Ideal Home Show:You Tube

Blogging: Vitality Show

•Start 6-12 months before the event

ECO facebook

ECO facebook

Promote on website

Promote via emails

Find out more

http://www.slideshare.net/SpecialistMediaShow/@carolynrmorgan @specmediashowSpecialist Media Network on Linked-in

www.thespecialistmediashow.com