How to use social media to drive attendance to your event

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Tips on how to use social media to drive attendance and engagement to and during your next event!


  • 1.How to Use Social Media to Drive Attendance to Your Event andEngage with Your Audience 1

2. About Marcel MediaMarcel Media is full service interactive marketing agency specializing inSearch Engine Marketing (SEM).We partner with organizations to provide creative and customizedmarketing solutions such as Social Media, Interactive FacebookApplications, Search Engine Optimization (SEO), ConversionOptimization, Website Development and Web 3. About Kelly CutlerKelly Cutler is the CEO of Marcel Media, anaward-winning, interactive marketing firmspecializing in search engine and socialmedia marketing.Beginning her career in 1997 with companiesincluding AOL and Classified Ventures, Kellysachievements include serving as the firstwoman president of the ChicagoEntrepreneurs Organization,and instructing at the University of Chicagoand DePaul University. Connect with KellyShe is a sought after subject matter expert,speaking on industry topics such as search optimization, web analytics and orsocial media marketing across the country.@kfcutler 3 4. Social Media: An Overview4 5. Staggering Social Media Stats By 2012 half of the worlds Internet users, 1 billion people, will have a Facebookaccount TIME 78.6% of consumers have joined an organizations community to get more informationon the organization Universal McCann 66% of company community members note that the community has made them moreloyal to a brand Universal McCann 46% of Internet users worldwide interact with social media on a dailybasis TNS Facebook accounts for 8.93% of all website visits in theUS. All of Googles properties including YouTube, Gmail,Google accounts for 9.85% Experian Hitwise Social media accounts for ~ 25% of all time spent onlineover 35 minutes per hour Nielsen 5 6. Why Social Media Works Social Media tools are built for engagement.Benefits: Build an online community around your event Establish credibility in the industry Attract attendees and speakers for the event Help attendees connect with each other Broadens Participation throughout the event Encourages information sharing Leverages the event for media cover on and offline Supplement existing marketing efforts 6 7. Most Commonly Used Social Media Tools7 8. Stages of Social Media 8 9. Getting Started: The Strategy9 10. Make Sure Your Brand is Visible Set up a Blog - Post updates, have speakers & previous attendees submit guest posts. Link all social media profiles to the blog & share this functionality into your blog so people can easily post your content to their profile. Location Based Marketing Assign a check-inlocation on Foursquare. Twitter Create a hashtag and tweet out updatesbefore, during & after event. Facebook Create an events page and Facebookfan page. LinkedIn Send out personalized invites andcreate an event.10 11. Optimize Your Event for Sharing Create a catchy hashtag for the event. Provide an incentive for attendees who share the event on their social networks. Create a web page or virtual whiteboard where attendees can share their social media contact information. Consider setting up a live stream for those who cant travel to the event. You can use Ustream, or Mogulus and stream portions of your event. Monitor the conversation. Create a Social Mention email alert for your event. Create a widget and post on the event site with acountdown to the event (Think ball dropping on NYE) Create a cool badge that other blogs can add to theirsite with a link to the registration page. 11 12. Event Marketing Tools12 13. Find Your Attendees on Facebook13 14. Facebook Create a Facebook Page Be sure to leave the privacy settings on default so all attendees and fans can post to the page and see your updates. Pages have an advantage over groups because your updates will appear in your fans news feeds. Create a Facebook Event and provide incentives for guests and members who update their own statuswith links to the event. Include an Events Tab on Your Facebook Page that has a registration link. Visit the profiles of those that attended the event and leave custom comments. Include a Like button on your events website. Facebook Like Button now has Share functionality when users click the Like or Recommend button on a third-party website or within a Facebook app, it now publishes a full news feed story. Facebook Places Allows users to share where they are at, check into a location and then post thatcheck in to their newsfeed and wall so others can see where they are as well. Events can offer incentivesfor checking in like free drink coupons and sweepstakes. 14 15. 5 Great Applications for your Facebook Events Page1. Welcome Tab- Welcome Tab adds customization to a page by creating a custom landing page for your Facebook visitors.2. EventBrite for Pages Provides another platform for online registration3. Plancast Great research tool for people to discover events4. Nutshell Email Allows you to send an email to all your fans and followers on Facebook at once5. LiveStream Allows you to stream your event on your Facebook page15 16. Twitter Promote following the events Twitter account for event updates. Ask for people to share your event with the simple phrase, Please RT! Give people an incentive to tweet out your hashtag; offer a free pass, door prize or othergiveaway. Create separate Twitter lists of event speakers, sponsors, attendees and local restaurantsand attractions. Have a designated tweeter at each session or event that tweets in real-time about theevent. Create a unique hashtag for the event. If your event is large enough create a separate Twitter account for it. @blogworld is anexample of this. Twtpoll Allows you to create polls and surveys on Twitter (this is a great way to get feedbackduring and after the event) 16 17. Tip Sheet: Twitter Hashtag Etiquette An Example: #SXSW. This is a large event with tons of attendees and speakers and it can be easy to overuse hashtags and update your feed too frequently. Some refer to this as Twomiting or tweeting every word panelists say. Rules to Twitter Event Etiquette: 1. Live stream popular sessions so people who cantattend can follow online 2. Provide frequent blogs with round ups of content frompopular sessions 3. Create an official Twitter account summarizing keypoints,linking to presentations or handouts. 17 18. LinkedInLinkedIn Events App allows you to promote global events to TweetUpsSend an invitation to the people who would be interested in the event based on region or niche.On LinkedIn, once someone RSVPs to your event, it shows up on the home profile of everyonethat person is connected to, spreading the message for you.Create a LinkedIn poll after the event to gather feedback quickly and distribute throughout allsocial profiles.Wordpress App- allows you to integrate your blog with your LinkedIn profileThe app - allows you to showcase presentations yand add a video that autoplayswhen people land on your profile.LinkedIn Events App allows you to promote global events to TweetUps18 19. MultimediaChoose one preferred site for photos and video & create an channel for your event/organization.Post photos & video to Facebook Page & tag the people featured so the post appears on their Facebook wall as well.Encourage interaction by inviting participants to upload their own photos from the event into your Flickr stream, on the event Facebook wall or with Twit Pics.Online Video Platforms: YouTube, Vimeo, Viddler, Metacafe, TubemogulEmbed videos and speaking sessions on blog.Interview keynote speakers and attendees and send out through the blog and YouTube.19 20. How to Create a Viral Video Update Channel Regularly- Delivering useful information through video is moreinteractive and increases user engagement. Syndicate your videos on social media and social bookmarking sites Tag Your Videos-YouTube allows for segmentation ofcontent to categorize and target a specific market Keep your videos, short, simple (under 5 minutes)and relevant. Brand your content and videos (name, logo, URL) Use annotations in your video Create a playlist; playlists are fantastic ways to guideyour new viewers through your content the way you prefer them to experience it.20 21. Where Videos Go ViralFacebook Dominates: With more than 500 million people on theSocial network, Facebook dominates the sharing of social video.People share videos on Facebook 218 percent more than throughTwitter and e-mail combined.76%15% 9%21 22. Live Blogging Blog before, after and during your event. Live blogging during your event can create buzz and excitement for those who wereunable to attend and provide them a snippet of what they missed, which will encouragethem to look for your next event. Keep Live Blogs short, with all the highlights, quick intro and bullet points. Blogging Best Practices Integrate multimedia Copy editing (Yahoo! Style Guide) Incorporate data and infographs Create a catchy headline Keep entries consistent; we recommend once a week Optimization; keywords, link building, mobile friendly22 23. Syndication Through Social BookmarkingIn Order of Authority:TwitterDiggRedditStumbleUponDeliciousTweetmeme 23 24. Incorporate Foursquare and Encourage Audience Participation Set up an account that reflects the brand name and details of your event. Set up a venue (this will be included in event details) Include address, contact information and links to other social media profiles. Assign the event a category Create a landing page weeks in advance of yourevent and offer a tease towards some of the tipsand incentives for their participation. Offer early incentives for friending the eventprofile and develop a community ahead of timeto ensure participation during the event. Add a Tip Tips should be valuable to people and align with your brand (e.g. local bar orrestaurant that is having a happy hour special) Offer incentives for checking into the event. All check-ins receive automatic entry into asweepstakes (check-in and win an iPad) 24 25. Social Media Monitoring ToolsGoogle Alerts(free): You can use Google Alerts as a buzz monitoring tool.Social Mention (free): Allows you to set up email alerts and real time mentions ofyour brand on social mediaTrackur (free nominal fees): Trackur is a buzz monitoring tool that is ideal forsmall businesses and bloggers who are on a limited budget.Radian 6 (enterprise level fees):This tool provides in-depth insight into real-timeconversation around your brand. It also includes sentiment analysis and allowsworkflow assignments to attend to conversations you find relevant to your strategy.Klout (free): Determines the level of influence your brand has in the social mediaMarketplace.25 26. Advanced Promotional ToolsSome organizers create their own social networks to build up hype and to keep connections even after the event has occurred by using Ning.Add yourself to major event websites like EventBrite, Zvents, Plancast and Upcoming by Yahoo.If your event is social media-related, dont forget Mashables Social Media Events Guide as well.Twitter applications that promote networking: TweetChat, Tweetvite, and TweetMyEvents.Put together a slide presentation of your conference benefits, topics or speakers and posting it to Slideshare. Leverage it on other social media sites and the event blog. 26 27. Cont...Advanced Promotional Tools Cinches: Simple to use and can record audio, either via the web or phone(there are apps for iPhone and Android), so you can share audio messages with yourfollowers. DailyBooth: Fast-growing social networking site that allows you to easilyupload and share pictures in seconds. Social analytics tool that aggregate all your stats in oneplace Postling: Tool that brings together multiple social media channels into one interface Sorify: Tool that aggregates and curates content from around the web. Greattool for events, product launches, etc. 27 28. A Case Study: Is Facebook Worth More to EventMarketers then Twitter?A study performed by EventBrite, which used in-house social analyticstools to track online ticket sales showed that an average tweet about anevent drove $.80 in ticket sales. An average Facebook like drove $1.34in online sales.The study also revealed cumulative activity on Facebook was greater thanactivity on Twitter for Eventbrite. People shared Eventbrite events onFacebook almost four times as often as they did on Twitter.People are more likely to share events if they are attending. Theirfriends, according to Eventbrites data, are also more likely to buy ticketsto an event shared on Facebook by a ticket holder than one shared by anuncommitted friend. 28 29. Case Study Pie Chart 29 30. SummarySocial Media has revolutionized events and you have a lot of resources at yourdisposal. Remember, quality beats out quantity. Start out on a few of the mainsocial networks, determine where your target audience is most active, and usewhat works for you! 30 31. Thank You!Kelly 31