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Effective Marketing For Your Event Using Social MediaPhillip A. Jones, Director, Schmooze Events
Social Media Statistics Australia – December 20121. Facebook – 11,808,360 Australian users/accounts (up 52,720).2. YouTube – 11,000,000 UAVs (steady)3. Blogspot – 3,500,000 (steady)4. Tumblr – 3,200,000 (up 100,000)5. WordPress.com – 2,500,000 (down 500,000)6. LinkedIn – 2,100,000 (down 400,000)7. Twitter – 2,114,000 Active Australian Users (steady) 8. Instagram - 1,175,000 Active Australian Users (steady)9. Flickr – 820,000 (up 40,000)10. Pinterest – 650,000 (up 20,000)11. Google Plus – approx 377,500 (steady)12. MySpace – 340,000 (down 10,000)
✦ Trackable Metrics (i.e. you can measure it)
✦ 27% of small and 34% have a social media presence
✦ 55% of Australian’s use Facebook (12 million) 6 hours PER WEEK or 2 million Australian’s on LinkedIn
✦ Convergence of mobile and easy to use (plus Apps)
✦ Helps with Google Search Engine Optimisation (SEO)
✦ Your ‘competition’ will be there and so are the eyeballs.
Event Journey
AwarenessAwareness Getting Info
Getting Info
BookingBooking
PreparingPreparingAt the EventAt the Event
AfterwardsAfterwards
Source - Australia Council-Connecting Arts Audiences Online
✦ Most popular of all platforms across all ages
✦ Find some great examples and model on them
✦ Images or videos best over text
✦ Encourage people to share (give them something)
✦ Very handy advertising and page/group insights
✦ Timing is important
✦ Small but potentially influential users
✦ Part of the mix but don’t rely on it
✦ Hashtags essential
✦ Not a broadcast medium, more conversational
✦ Good for activity at events
✦ Drive users to website or other more sticky engagement
✦ Facebook page > hub for news
✦ Twitter discovery + built relationships
✦ eNews and several website calendars
✦ Shared links of media coverage
✦ Photos of event official and personal shared
✦ Publicity for and by event partners
✤ It’s about telling a story, and being real
✤ Don’t use the same content across different social media
✤ Know who your audience is & what medium works best
✤ It needs to be resourced just like any business activity
✤ Give them something to share and join the dots for them
✤ Keep it light, and give them space to engage with you.
