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How to use social media to market events. There is also a bit of etiquette for social media sites such as Twitter, Facebook and Linkedin.
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LET’S GET SOCIAL!How to Market Events using Social Media
Homer “Homerun” NieveraDigital Marketer | Revenue Strategist | Tech Entrepreneur
HOMER “HOMERUN” NIEVERA• Serial digital entrepreneur, strategist, tech visionary.• Flips tech businesses and create strategies that up revenues
and valuations of companies. • Flipped both Friendster and Multiply as head of global revenue
strategy -- the only Filipino to hold such important global posts for US and Silicon Valley-type firms.
• Heads 2 venture development companies in the Philippines.• Manages his startup blog Negosentro.com and is the publisher
of FoodFindsAsia.com, a magazine-styled blog for the food business industry in the Philippines.
• Set to launch a Free Education site and an Events booking site
THE INEXPENSIVE MEDIUM
Internet and digital technology now make it easy to get the word out about your event.
EVERYTHING STARTS WITH GOALS
•Priority: butts in the seats.•Is this your first event?•How was the last one?•Need more buzz?•Need more sponsors?•Logistics?
TARGET AUDIENCE
•Who do you want at your event?•Who are these people?•Where can they be found?•What will they learn?•Why is it worth their time?
MARKETING TO YOUR AUDIENCE
•Where will you announce the event?•Make it easy for them to register and get there•Let them know early•Let them know last minute
URGENCY SELLS
•Limited seats•24 hours left
POPULAR SOCIAL MEDIA OUTLETS
•Twitter•Facebook•Instagram•Linkedin•Vine
SOCIAL MEDIA TOOLS•Posts/Shares•Videos•Blogs/Articles•Cross-postings with traditional media (TV, Radio, Print, Outdoor)•Paid: Ads/Promoted Tweets
THE ROLE OF SOCIAL MEDIA
•Pre-event•During the event•Post-event
THE ROLE OF SOCIAL MEDIA
•Pre-event•During the event•Post-event
PRE-EVENT SOCIAL MEDIA
• Creating buzz • Shareability = Virality• Bookings
SOCIAL MEDIA IN ACTION1.Capture awareness2.Nurture interest3.Convert prospects4.Increase word-of-mouth shares
CAPTURE AWARENESSAudience becomes aware of the campaign.
• Boosted posts/Event ads on FB• Post engagement ads on FB• Twitter, Instagram and Linkedin
posts• Blog posts• Vine video
FACEBOOK EVENT PAGE
MEET & TWEET WITH BLOGGERS/PRESS
CAPTURE AWARENESS
CAPTURE AWARENESS
About Shortstack• Build an FB app to capture data• Free [$25/mo. - lowest package]• Nearly 80 custom templates
USE FACEBOOK APPS
CASE STUDY: CINEMARK• 1.2M Fans• 7.9M Visits• Primary
medium: Facebook
NURTURE INTEREST
Keep your audience hooked• Email marketing – auto-responders
from opt-ins or sign-ups (not yet registered for the event)
• You may use Facebook Ads via “Email Custom Audience”
• FB shows boosted posts or event ads culled from an email list or any data you feed FB with.
NURTURE INTEREST1. Export the email list or segment from your current donor database, EMS or CRM and save it to your hard drive. You only need a single column (CSV or TXT) of emails. No other data is required (you can even remove the header row).2. Select the Facebook page post you want specific email subscribers to see and click Boost.3. In the pop-up, click Advanced Options. You will be redirected to Facebook’s Advanced Advertising Tool.4. Scroll down to the Audience section and click Create Custom Audiences.5. In the pop-up, click Data File Custom Audience.6. Give your list a name and a short description, select I Agree to the Facebook Custom Audiences Terms and click Create Audience.7. Complete your ad by selecting your email custom audience, your ad run dates and budget.
7 Steps to create a Facebook email custom audience:
CONVERT YOUR AUDIENCE
Audience signs up• Sign-up page on your site or an
event site• Event information is delivered• Twitter, Instagram and Linkedin
posts carry a sign-up link• FB has “Website Custom
Audiences” which you can use to retarget those who visited your website
RETARGETING
RETARGETING• For more details, go to an article by Jon Loomer on “How to Use Facebook Website Custom Audiences.”
http://www.socialmediaexaminer.com/facebook-website-custom-audiences/
INCREASE W-O-M SHARESEvent Participant Shares-away your content/invite
• You simply ask them to share or report or retweet your event via Twitter, Instagram and Linkedin where posts/tweets carry a sign-up link.
• FB has “Website Custom Audiences” which you can use to retarget those who visited your website
INCREASE W-O-M SHARES
Using Paid WCA for Sharing• Create another website custom
audience — this time from people who have reached the thank-you page of your website after registering for your event.
• Next, create an unpublished (or dark) post encouraging registrants to invite their friends to the event and retarget the post to your new custom audience (your registrants).
THE ROLE OF SOCIAL MEDIA
•Pre-event•During the event•Post-event
ON-EVENT SOCIAL MEDIA[TWITTER AND INSTAGRAM]
•Q&A•Entertainment•Comments•Contests
“”
IT’S ALL ABOUT ENGAGEMENT!
On-Event Social Media
TWITTER BADGESTwitter ID #Hashtag
LIVE SOCIAL FEEDS
LIVE SOCIAL FEEDS
Using Twitter and Instagram as live social feed tools
LIVE TWITTER WALL
LIVE TWITTER WALL
The importance of #HASHTAGS
LIVE INSTA-PRINTS
4 REASONS TO LIVE TWEET
#1Engagement
– Be social. Start a conversation.
4 REASONS TO LIVE TWEET
#2 Promotion
– Promote your company, personal brand, initiatives, or advocacies.
4 REASONS TO LIVE TWEET
#3 Creativity
– It’s a way to shake your social media content up a little. It also demonstrates that you are able to think outside the box and try new and innovative things when it comes to your social media strategy.
4 REASONS TO LIVE TWEET
#4 Community
– Live-tweeting is all about connecting – with your community, with your followers, with non-followers and with parallel companies, colleagues and professionals. It’s all about social connections.
POST-EVENT SOCIAL MEDIA
•Feedback•PR (post-release)•Promote next events
PROPER SOCIAL MEDIA ETIQUETTE
TWITTER ETIQUETTE
TWITTER ETIQUETTE
Don’t automatically direct message people that follow you.• If you want to connect with people that follow you, do so by sending them a relevant, engaging tweet to start off a real conversation.
TWITTER ETIQUETTE
Don’t over-hashtag your tweet.•Use hashtags to help your followers join in a larger discussion or allow potential followers to find content they would enjoy. • If a hashtag is relevant and trending, take advantage of it. If not, stick to one or two that best showcase your brand.
TWITTER ETIQUETTE
Don’t hijack another company's hashtag.•Use your creativity to come up with your own original hashtags that support your brand and message. • If you do want to engage with another company's hashtag because it's relevant to your business, be sure to add value rather than send spam tweets.
TWITTER ETIQUETTE
Don’t hijack another company's hashtag.•Use your creativity to come up with your own original hashtags that support your brand and message. • If you do want to engage with another company's hashtag because it's relevant to your business, be sure to add value rather than send spam tweets.
TWITTER ETIQUETTE
Don’t use tricks or bots to get more followers.• Instead of manipulating people, crank up your compelling content and be proud that those that follow you have voluntarily chosen to do so. • Twitter followers who will take action on your content are much more valuable to your business's bottom line.
TWITTER ETIQUETTE
Don’t stuff your tweets with keywords.• It's okay to use some keywords when tweeting -- you're trying to promote certain concepts and topics that align with your brand, after all -- but always be sure you sound human.
FACEBOOK ETIQUETTE
FACEBOOK ETIQUETTE
Don’t Like your own post.• If you keep the content on your page valuable, relevant, and interesting for your audience, the Likes will come. Patience, grasshopper.
FACEBOOK ETIQUETTE
Don’t ignore legitimate questions and comments.•Talk back and take note of what your fans are saying. They’ll provide you with invaluable insight -- for free.
FACEBOOK ETIQUETTE
Don’t post or tag photos of fans, customers, or employees without permission.•Better to be safe than sorry. A quick ask for permission -- and an explanation of why -- will go a long way.
FACEBOOK ETIQUETTE
Don’t post or tag photos of fans, customers, or employees without permission.•Better to be safe than sorry. A quick ask for permission -- and an explanation of why -- will go a long way.
FACEBOOK ETIQUETTE
Don’t ask for Likes for no reason.• Beyond asking for Likes, you can grow your posts' engagement by always asking yourself, “What about this will encourage my fans to engage?” Identifying which elements of the post drive engagement and then replicating your efforts is key to growing your Facebook presence.
LINKEDIN ETIQUETTE
LINKEDIN ETIQUETTE
Don’t join groups and immediately start selling yourself.• Sprinkle in some conversation, add in a dash of relevant content, and you’ve got a recipe for success.
LINKEDIN ETIQUETTE
Don’t ignore the more professional tone of the network.• Stick to posts on your business page about product updates, industry-specific news and thought leadership discussions -- no need to publish photos from your latest company party.
LINKEDIN ETIQUETTE
Don’t pester for recommendations.• If you want recommendations, start with customers or professional peers who have used and know your company. This will keep your authenticity intact while still allowing you to bask in the love.
QUESTIONS?
“”
WHAT YOU BELIEVE,YOU BECOME.
www.homernievera.com