Embed Size (px)
Citation preview
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Tweet
16 Ways to Use Social Media toPromote Your EventBy Kimberly Reynolds
Published March 3, 2015
Does your business conduct events?
Are you wondering how to use social mediato promote those events?
Social media is a powerful tool to gainexposure, whether you’re hosting aphysical conference or an online event.
In this article, I’ll show you 16 creative ways to increase awareness, engagementand sales for your event.
Enter your name
HOME FREE UPDATES PODCASTS CONFERENCE EVENTS REPORTS NETWORKING STARTING ABOUT
Browse Categories
Social Media Marketing World Virtual Ticket: Save 43%: Ends Friday! Click to save
4.4kShares
2.5k
523
492
348
202
1
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Discover 16 w ays to promote an event.
#1: Use Facebook Ads to Remarket ToProspectsFacebook custom audiences allow you to show ads to people who have already visitedyour website. This is called remarketing (also known as retargeting). Advertisers canshow event ads to Facebook users who left your website before purchasing a ticket.
Remarketing can be a very effective strategy because people rarely buy the first timethey hear of an event or see an offer. This is especially true for big ticket items likeconferences and conventions.
330,233 people like this. Sign Up to see w hat your friends like.Like
Follow @smexaminer 220K follow ers
Follow 197k
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
If your event features w ell know n experts, include their likeness on your advertising assets.
Pro Tip: When you advertise to prior website visitors, be sure to EXCLUDE Facebookusers who have already purchased a ticket. This can easily be accomplished bycreating a custom audience from the same page you used to track conversions, i.e.your “Thank You” page.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Facebook allow s you to include and exclude multiple audiences for each ad set.
#2: Create a Highlight Reel From Prior EventsVideo provides a unique opportunity to convey the energy and excitement of a liveevent. Great visuals and catchy audio are a potent combination that drivesregistration. It also creates engagement opportunities as the video is shared withfriends.
Create a video that conveys the excitement and fun of your event.
Things to keep in mind when creating a video:
Remember your intended audience . Your video should convey the value of
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
your event to prospective attendees. Make the benefits of attending crystal clear.Host on both YouTube and Vimeo. Each platform has different strengths, so
take advantage of both. YouTube is the #2 search engine in the world and themost used video platform on the Internet. Vimeo, though smaller, offers morecontrol over your brand and no distracting banner advertisements.
Leverage it everywhere . Video can be shared almost everywhere: yourwebsite and/or event landing page, in your newsletter, in articles, with affiliates andon social media, including 15-second clips on Instagram. Click here to see how weused video on our Facebook event page.
Facebook loves video. Uploading native video maximizes your exposure in thenewsfeed. In fact, Social Bakers reported that “Facebook videos achieved a 10times higher viral reach than YouTube links did.” You can also set your video as“Featured” for maximum visibility on your Facebook page.
Remember to include a registration link in the description of your video, preferably near the top.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
#3: Harness the Power of Visual TestimonialsDo you have great comments in the exit surveys from previous events? Maybe you’veinterviewed attendees or speakers and captured statements of excitement aboutspecific sessions, speakers or your event in general. Don’t let these nuggets go towaste!
Create a template w ith branded images and a consistent color palette to help unify your marketing
efforts and make it easy to share testimonial quotes.
Create simple graphic images with these quotes and comments. Share these visuals inyour email marketing campaign, social platforms, blog posts and email signatures.
Be sure to give attribution to the commenter. People love to see their comments usedand they often share this type of graphic. Also, having these third party statementslends credibility because they provide positive word of mouth about your speakers,sessions and event.
Bonus: Create a testimonial video. Video is an extremely effective medium toshowcase the passion and enthusiasm your event inspires. A well-done testimonialvideo builds trust by allowing viewers to see and hear words of praise, rather thansimply read them.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Testimonials from presenters are especially effective because they are generallyconsidered trustworthy and credible sources of knowledge.
#4: Empower Affiliates, Fans and AttendeesWith Shareable AssetsMake it easy to share your event. Provide a web page with branded downloadableresources that fit any platform.
For attendees: Capitalize on their excitement! Provide a button to immediately share atweet or post when they land on your “Thank You” page after registering.
Tip–ClickToTweet makes it super easy to create a simple, pre-crafted tweet.
For affiliates/fans: Make it easy for them to share your event by providing a variety ofdownloadable content: audio, video, an article, graphics, updates(Twitter/Facebook/LinkedIn/Google+), email/blog post, and blurbs/newsletterupdates.
Provide options to accommodate different posting styles as well as the imagerequirements of the various social networks. For example, rectangular images workbest on Twitter, while square images look best on Instagram.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Rich media assets like audio clips and short videos ensure there is something for everyone to
share.
#5: Use Photos of Attendees in Social UpdatesIf you have a repeat event, leverage those fun photos you took at the previousevents! Even better, share user-generated content on your social accounts.
Take a flattering, fun picture of some of your attendees and create a status update.Identify the people in the picture and be sure to tag them if you can. This gives theperson an opportunity to comment and talk about how much learned or what a greattime they had and how much they are they are looking forward to attending again.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Have a photo booth at your event to capture fun photos of attendees to use in marketing future
events.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Photos of attendees look great in posts and they also make for creative ads!
#6: Create One Unified Hashtag For Use AcrossAll Social ChannelsThis tip may seem like a no-brainer, but you would be surprised how many events skipthis one, vital step. Create, use and market your event-specific hashtag. You shouldbe using this hashtag well in advance of your event dates and it should be included onEVERYTHING. Every digital image you create, every piece of collateral, your emailsignature…anywhere you can think of – share it!
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
These super attendees remembered their hashtags–don’t forget to add yours!
By using an event specific hashtag, you’ll make it really easy for people to find notonly what you are sharing, but what other people are saying, too!
This is also a great way to create and participate in an engaging conversation withattendees and interested parties.
Not sure about hashtag best practices? Check out this article to learn more.
#7: Mention Your Event and Hashtag in AllYour BiosNow that you’ve created your hashtag, don’t forget to add it to the bio (about) sectionof each of your social accounts! Utilizing the bio section is an often-underused tacticbut has the potential for big gains. Once you have a link to your event, update yourbio section, people have a very simple way to find out more – they just need to clickthe link!
Not only does this create an easy way for people to see the event, it also ties thatevent directly to YOU. Ultimately, people connect to people and this is one way to giveauthenticity and transparency to you personally – not just the event.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Bitly links in your bio are a great w ay to track the effectiveness of your event marketing on
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Instagram (show n here) and other social media sites.
#8: Share Pictures of Speakers With QuoteOverlaysIt’s almost impossible to over-emphasize the importance of using visuals in yourmarketing. Donna Moritz, Socially Sorted, explains, “In this fast- paced, noisy onlineworld, visual content is the best way to not only capture the attention of fans, but tohave them take action on your content.”
While a headshot of a speaker might excite some people, it’s important to sharesomething worthwhile from that speaker as well. Take one powerful statement fromeach of your speakers and add that to a graphic containing a headshot of thespeaker. This gives people something to tie to that speaker, a glimpse into theirpersonality or their presentation.
This also provides another opportunity to give your speakers additional exposure.(And for them to share with their own audiences, providing exposure to your event).
Make sure the images are compelling and enticing
enough to share.
#9: Create a Group Post Featuring EventSpeakers
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Odds are, you selected your event speakers because they are thought leaders in theirfields. What better way to highlight the caliber of talent at your event than an expertroundup blog post?
Asking your presenters to contribute to this type of post has several benefits:
Your speakers will feel appreciated when they are afforded an opportunity todisplay their expertise to your audience.
Prospective attendees get a preview of the excellent content shared at yourevent.
Your readers glean the expertise from multiple experts in one post.This type of post is often one of the most shared, providing you valuable, lasting
evergreen content.
Some ideas for round up posts are marketing tips, favorite tools, blogging tips,marketing predictions. You can also do niche roundup posts such as Facebookadvertising tips, Twitter tools, etc.
A blog post featuring your event speakers doesn’t
need to “sell” the event to be an effective
marketing tool.
Over the years, we have published several posts featuring expertise from ourpresenters for Social Media Marketing World:
24 Must-Have Social Media Marketing Tools21 Social Media Marketing Tips From the Pros
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
21 Social Media Marketing Tips From the Pros
#10: Share Behind-the-Scenes Visual ContentA LOT of work goes into pulling off a fantastic event. Give a glimpse into this excitingand sometimes chaotic experience by sharing images and videos of the preparationsgoing on.
Share your stories of how you’re pulling everything together and don’t forget–mistakes and challenges happen. Be authentic and share the challenges you face andwhat steps you took to resolve them. It humanizes your brand and makes you morerelatable.
Posting behind the scenes photos and videos is also a great way to to generate buzzand boost engagement. It builds an emotional connection by fostering a sense ofbeing an insider to the event, a “glimpse behind the curtain”.
Share important steps in the planning process–like
this tasting at the caterer–to build excitement
about your upcoming event.
Content ideas:
Venue and surrounding areaRoute to important local sites/attractionsClosest place to get a good coffeeEvent signage and goodie bagsFun things to do in the areaBloopers
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Convey the scope and attention to detail of your event at a glance w ith behind-the-scenes visuals
like this photo of the staff ing schedule.
#11: Create a Facebook Event PageMost people log in to Facebook at least once a day. Make it easy for them to keep upwith event news by creating an event page listing. Your event page is also a greatplace to encourage pre-event networking. The convenience of an event page alsoencourages sharing by attendees.
To help make your event a success, Facebook has added new tools such as targetednewsfeed ads and event insights to measure the effectiveness of your efforts.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
As the big day approaches, don’t forget to send out reminders to encourage people toRSVP on your event page.
Check your Facebook event page regularly to answ er questions, share tips and delete spam.
#12: Welcome new Instagram Followers With aVideo Invite To Your EventInstagram has made it very easy to offer a warm welcome: direct messages with video.You have 15 seconds to say thank you to your new followers and invite them to yourevent. This is especially effective if the person making the video will also be at theevent to greet attendees. Who doesn’t like to see a familiar face when in unfamiliarsurroundings?
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
You don’t need fancy equipment to make a quick video–just a smart phone!
#13: Mention the Event in Your PodcastWhether you have your own podcast or you’re a guest, seize the opportunity todiscuss your upcoming event. Be sure to talk about your value proposition-–not justwho the speakers are, but what your attendees can gain by attending.
Remember, you are asking people to invest time and resources to attend; highlightingimportant take-aways (don’t forget to talk about the fun stuff, too!) is a great way topique interest and get more registrations.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Daily podcasts like The Social Media Examiner Show offer multiple opportunities to mention your
event each w eek.
Erik Fisher, Community Manager for Social Media Examiner and Podcaster atBeyondTheToDoList.com, suggests, “Make sure to mention the event consistentlyacross multiple episodes, mention it multiple times per episode without being too‘salesy’ and use a clear call to action for your listeners.”
Other tips:
Mention the event as a “sponsor” of the podcast.Interview presenters and mention that they will be at the event.Make it part of the conversation.Use an easy to remember URL when you mention the event.
#14: Create Special Graphics in a Variety ofSizes For Your SpeakersMake it fun and simple for your speakers to promote their presentation at your event.Be sure to use a great photo of the speaker and keep the image consistent with thebranding for your event.
Since different social media platforms use various sized images depending on the type
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
of post, take the time to create graphics in a multitude of sizes. This makes itconvenient for your speakers to optimize the images on whatever social network theyuse.
Encourage your speakers to share, share, share the graphics on their socialplatforms, blogs, email signatures and more.
Square graphics w ork w ell on Instagram,
Facebook and Google Plus.
Rectangular graphics look aw esome in tw eets and they can also be used as Facebook Open
Graphic images.
#15: Leverage Facebook’s Call-To-Action To
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Drive Traffic To Your Registration PageYou’ve already (hopefully) updated your cover photo to showcase your event, so whynot take it a step further by adding a Call-To-Action (CTA) Button?
Facebook recently rolled out its new CTA button for pages, said to “bring a business’smost important objective to the forefront of its Facebook presence.” What could bemore important than generating event revenue for your business?
Different call to action options provide a variety of choices to draw attention to your particular
event.
You can also specify different destination urls for desktop versus mobile traff ic.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
#16: Add Your Event to Your Email SignatureHave you considered how many emails you send and receive on any given day? Eachone of those is an opportunity to spread awareness for you event. Simply add ahyperlink and/or graphic to your signature line.
An eye-catching graphic in your email signature is a non-invasive w ay to spread aw areness.
These are just some of the tactics we have implemented to promote Social MediaMarketing World. It’s important to try a variety of tactics and see what resonates withyour audience. If something works, remember to document it in your marketing plan touse again.
How about you? Have you tried any of these tactics? Have you seen anyother creative ways to promote an event? Please share your thoughts in thecomments below.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Related Posts
Tags: ev ent hashtag, ev ent marketing, f acebook ev ents page, f acebook remarketing, kimberly rey nolds, shareable asset,
smmw15, social media marketing conf erence, social media marketing world, social media marketing world 2015, social media
testimonials
ABOUT THE AUTHOR, Kimber ly Reynolds
Kim Reynolds has been a w ebs ite developer and internet s trategis t
s ince 1995. She now has her ow n soc ial media agency called
Soc ialNotz . Follow Kim on Tw itter as @KimReynolds Othe r pos ts
by Kimber ly Reynolds »
Win Free Tickets toSocial Media MarketingWorld 2015
10 Ideas to Inspire YourNext Blog Post
8 Ways to Use FacebookVideo for MoreEngagement
868 people like this. Sign Up to see w hat your friends like.Like Share
Enter your name
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
16 Comments Social Media Examiner
Sort by Oldest
Join the discussion…
• Reply •
janetkennedy • 13 hours ago
This is a Big 'ole fat advertisement. Great examples but very salesy nonetheless. 2△ ▽
• Reply •
Kimberly Reynolds • 12 hours ago> janetkennedy
Thank you for your comment regarding the examples, Janet. I used examples from my most current, up-to-date project--which happens to be Social Media Marketing World. :)
△ ▽
• Reply •
Michael A. Stelzner • 11 hours agoStaff > janetkennedy
Hey Janet - You can't blame us for doing some good ole content marketing on our own platform. an event we hope you find ideas here.
3△ ▽
• Reply •
Debbie • 10 hours ago> Michael A. Stelzner
As and event promotion specialist, I loved it. This was just the kind of information I was curious about.Thank you!
1△ ▽
• Reply •
Debbie • 10 hours ago> Debbie
*As an △ ▽
• Reply •
Kimberly Reynolds • 4 hours ago> Debbie
Thank you very much, Debbie. :) △ ▽
Share ›
Share ›
Share ›
Share ›
Share ›
Share ›
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
• Reply •
Krithika Rangarajan • 12 hours ago
WOW - who knew there were this many diverse ways to promote an Event! WOW!
Thank you, Kimberly!
Kitto 1△ ▽
• Reply •
Kimberly Reynolds • 12 hours ago> Krithika Rangarajan
Thank you, Krithika! :) △ ▽
• Reply •
Guest • 11 hours ago
Your best article yet. Thank you. 1△ ▽
• Reply •
Kimberly Reynolds • 10 hours ago> Guest
Wow! Thank you. :) △ ▽
• Reply •
KJ Ammerman • 10 hours ago
Great job getting all the details in one place for socially supporting an event, Kimberly! I especially appreciate howyou pointed out the option of excluding FB ads for people who's email addresses are already registered for the event.
1△ ▽
• Reply •
Kimberly Reynolds • 4 hours ago> KJ Ammerman
Thanks Kristin! Facebook ad targeting is getting so much more robust. I expect that Twitter will followsuit...and marketers will be able to reap the benefits on that platform as well.
△ ▽
• Reply •
Alex Salvador • 8 hours ago
Nice article Kimberley, lots of tips that I could apply to my own business. However I have the feeling this is aimed atlarge companies organising big events. If you were to choose only one or two tips for a small business (e.g.: a galleryopening), which ones do you think are more effective?
1△ ▽
Kimberly Reynolds • 4 hours ago> Alex Salvador
Share ›
Share ›
Share ›
Share ›
Share ›
Share ›
Share ›
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
• Reply •
Hi, Alex. You are correct, many of them are aimed at larger events because that is typically the type of event Iwork with. For smaller events, like a gallery opening, you could modify any of the ideas. Facebook ads. Target prior site visitors, people on your mailing list or prior event attendees. target competitor's fans on their Facebook page. In fact, 5,7,10, 11 and 15 could all be easily scaled down tomeet your needs. I think the overall takeaway is to integrate your event marketing into every aspect of youronline presence.
△ ▽
• Reply •
Jennifer Ballard • 7 hours ago
Thanks Kim! The words provide options (lots of them!) that anyone can try for any event. The pictures provide avisual case study, showing how they can all work together. Great job!
1△ ▽
• Reply •
Kimberly Reynolds • 4 hours ago> Jennifer Ballard
Thank you, Jen. Lots of options for a variety of different events. :) △ ▽
Subscribe✉ Add Disqus to your sited Privacy
Share ›
Share ›
Share ›
Copyright © 2015 Social Media Examiner®. All Rights Reserved. Terms of Use.
