Marketing Your Events with Social Media | Leadtail

Marketing Your Events with Social Media

October 12, 2011 Prepared by Carter Hostelley

Leverage Social Media for Your Event

Leverage the power of social media to create buzz and

Engage your customers and prospects to attend, and get

them sharing your event information and ideas with their

social networks.

Keep the conversation going with, and between, attendees

and their social networks after your event is over.

Remember, your target audiences has lots of event

Listen

Social Media Planning Stages

Build AWARENESS

1. Pre-Event PROMOTION

2. During Event ENGAGEMENT

3. Post Event CONVERSATION

Generate ACTIVITY

Develop ADVOCACY

Listen & Engage

Keep Conversation Going

Use social media to make your customers

and prospects aware of the event

Get attendees participating during the event via social media

Generate positive social media conversations

after the event

Social Media Process

Your Event Content Types

Social Tools & Platforms

Target Attendees

Blog Posts Tweets

Status Updates

Videos News Releases

Comments

Announcements

Polls & Surveys

Contests

Games

Offers White papers Presentations

Advertising

Generate Awareness & Buzz

Create Engagement & Advocacy

Key Messaging

Customers

Prospects

Partners

Influencers

Set up Web and social media alerts to find out

what people are saying about your brand,

product, or service.

Discover which news sites, social networks, blogs,

groups or forums are generating conversations.

Monitor brand conversations pre, during, and post

How to Get Started?

1. Determine your social media goals for the event

2. Understand the social profile of your target attendees

3. Develop your social media plan

4.and mobilize your target attendees

5. Track and measure progress along the way

1. Determine Your Social Media Goals

Create awareness and buzz with your customers,

prospects, partners, and other target attendees?

Drive engagement during the event?

Build relationships and advocacy post event?

All of the Above!

Reach Audience

Engage Attendees

Build Relationship

What are they saying online

about your brand or product?

What social networks do they

belong to? (e.g., Facebook)

Do they read, share, and/or create social content?

(e.g., blogs, YouTube, Twitter, LinkedIn)

How active are they on the Social Web?

3. Develop Your Social Media Plan Prepare your overall event description including key benefits, target audience, graphics, etc.

Determine your social media success metrics:

- Social media traffic coming to event registration page (pre event)

- Social media event mentions and shares (pre, during, and post event)

- Social media views/downloads of event content (post event)

- Increase in followers, fans, connections, etc. (pre, during, post event)

- Sales or leads generated from social media (post event)

Plan event timeline - start social media efforts at least 30-days before small events (e.g., Webinar) and 180 days before large events (e.g., conference)

Socially-

Enable social media tracking (Web analytics) on registration pages.

Pick social media tools to use pre, during, and post event.

4. Pre-Event Promotion Social Tools To do List Description

Monitor Social Web for brand and product related keyword mentions.

How to Use Set up email alerts for brand and product keywords ; hear what people are saying

Add your event to LinkedIn and create event page on Facebook.

Invite LinkedIn connections and Facebook fans to register for your event. Event pages should include event graphic, description, and registration link.

Set up dedicated Twitter keyword phrase (Hashtag) for your event.

Reference hashtag in email invites, tweets, blog posts, etc. when promoting event.

Tools

Set-‐up Social Monitoring

Create Hashtag for Twitter

Add Social Event Pages

Create Social Profiles

For large events, set up Twitter profile and Facebook page.

Build audience for event Twitter and Facebook profiles. Leverage as channels to promote and engage target attendees.

For large events, create blog for event.

Blog about upcoming event speakers, topics, happenings, sponsors, etc. Create Blog for

Conference

Do Conference Videos

For large events, create event related video and post on YouTube.

Post YouTube video about your event highlighting topic, target attendees, benefits, etc. Share using social tools.

To do List Description How to Use Tools Promote your event using online news release services.

Issue news release announcing event, benefits, target audience, date, location, etc.

Issue News Releases

Promote on Twitter

Tweet daily and increase frequency as event date approaches.

Use Twitter to promote event, speakers, topics, attendees, benefits, etc.

Promote on LinkedIn

Promote event to LinkedIn social network. Send personal invites to your

connections.

Promote on Facebook

Post daily about event on Facebook pages.

Leverage Facebook to promote the event. Besides event pages, also do frequent newsfeed updates about your event.

Launch Social Contest

For large events, consider launching social contest.

Create social contest or sweepstakes that targets attendees in fun and interesting ways. Promote on social networks.

Find groups and forums where target attendees participate, and talk about your event.

Participate in discussions on relevant LinkedIn groups and mention upcoming event.

Promote on Groups and Forums

Pre-Event Promotion Social Tools

To do List Description How to Use Tools

Comment about event on related blogs.

Find relevant blogs and comment on posts about your upcoming event. Promote on

Other Blogs

Advertise on Social Network

For large events, consider advertising on social networks.

Buy advertising on Twitter, LinkedIn, and Facebook to reach target attendees.

Get Partners to Promote Event

sk speakers, partners, vendors, sponsors, key attendees to promote.

Any and all tools

Make sure they know Twitter hashtag, event social pages, registration link, etc. and prompt them to promote often.

Pre-Event Promotion Social Tools

Pre-Event Promotion Examples Webinar Event Pages

Event Tweets

Event Updates

Inviting everyone to our upcoming tech Webinar #techwebinar

During Event Engagement Social Tools To do List Description

Monitor Social Web for event hashtag and related mentions.

How to Use Monitor Social Web for what people are saying during event; and respond to questions and comments in real-‐time.

with key attendees.

Let social network know that have joined event and monitor network updates and engage. Connect to key attendees.

Tools

Monitor Social Web

Engage on LinkedIn

Engage on Facebook

Engage on Twitter

Tweet out frequently during event. Encourage attendees to tweet.

Tweet out highlights, key questions, updates, etc. Respond to attendee tweets in real-‐time.

Post event updates to Facebook newsfeed.

Post highlights, key questions, updates, polls, photos, etc. to Facebook newsfeed and pages.

Upload Videos

For large events, upload event-‐related videos to YouTube.

Post YouTube event videos: sessions, interviews, updates, etc. Share using social tools.

For large events, do blogging during event.

Blog about presentations, speakers, attendees, updates, happenings, sponsors, etc.

Blog about Event

To do List Description How to Use Tools

Upload Presentations

For large events, upload presentations and post on social sites.

Post presentations and related documents.

Launch On-‐Site Contest

For large events, consider launching Location-‐based contest.

Generate attendee engagement with check-‐ins related contests and sweepstakes.

Upload Photos

For large events, upload event photos and post on social sites.

Post event photos: sessions, interviews, updates, etc. Share using social tools.

During Event Engagement Social Tools

Post Frequent Updates During Event Post event updates, videos, and pictures to the Facebook and YouTube.

Tweet tips, key points, questions asked, highlights during event.

Blog about event news and happenings.

Monitor and respond to comments and questions.

Post Event Conversation Social Tools To do List Description

Monitor Social Web for event hashtag and related mentions.

How to Use Monitor Social Web for what people are saying post-‐event; and respond to questions and comments in real-‐time.

Connect to speakers and attendees

Connect to speakers and key attendees; respond to LinkedIn updates about your event.

Tools

Monitor Social Web

Connect on LinkedIn

Update on Facebook

Engage on Twitter

Post-‐event tweets. Tweet out event highlights, attendee and

tweets, etc.

Post event update to Facebook newsfeed.

Post highlights, key findings, questions, updates, presentation, survey results, etc.

Survey Attendees

Send out event survey to attendees.

Share summary survey findings with attendees. Share using social tools.

Share Event Document

Post presentation so others can view and share.

Share presentation on document sharing sites.

Wrap-‐Up Blog Post

Write blog about what the event.

Do wrap-‐up blog post referencing key findings, questions, attendance, etc.

Keep the Conversation Going After Event Survey attendees about event and share results.

Socialize all your content presentations, interviews, speaker notes, whitepapers, etc.

Link in to key attendees and prospects.

Thank attendees that tweeted about event.

Leverage conversations to promote next event.

How likely are you to recommend our event to a colleague?

Social Media Plan Summary

Pre-Event PROMOTION

During Event ENGAGEMENT

Post Event CONVERSATION

Create Facebook and LinkedIn event pages

Get Twitter hashtag and use it

Do event video

Do live Tweeting and blogging during event

Create event blog

Update Facebook often

Set up Twitter and Facebook pages

Listen

Listen & Engage

Keep Conversation Going

Advertise on relevant social networks

Monitor and respond to social comments

Post and share event-related content

Talk about event on related groups and forums

Survey attendees and share findings

Tweet out thank you, key questions, comments, presentation, etc.

Do wrap-up blog post on event

Start promoting your next event!

Issue event news release

Comment about event on related blogs

Update and expand social network on LinkedIn

Launch social contest

Post and share event photos and presentations

Do event videos

Talk about event on related groups and forums


Launch on-site social contest

Engage and expand social network on LinkedIn


5. Track and Measure Your Progress Categories Key Questions Examples

Social Audience Did the event help your total audience for your social media properties grow?

Twitter Followers, LinkedIn connections, YouTube and Blog subscribers

Social Views How often was your event-related content viewed via social media?

Number of Facebook views, LinkedIn views, YouTube views, blog views

Social Engagement How often did your event attendees engage with you and each other via social media?

Facebook wall posts, blog comments, brand mentions

Social Advocacy How often was your event content being shared and recommended?

Facebook likes, Twitter retweets, positive reviews

Social Referrals How many registrations, visits, clicks, and leads were generated from your social media efforts?

Website visits, newsletter signups, referrals, product sales

Social Media Tools for Events Tools Description

Monitors Web for brand and keyword mentions.

How to Use Are you listening? Set up email alerts for keywords related to your brand or product to hear what people are saying.

Stage Pre-‐Event

Social networking platform for business professionals.

Create event page and post related comments to LinkedIn Groups. Advertise event to target business professionals. Link in to key attendees.

Pre-‐Event

Social networking and microblogging platform for everyone.

Build and engage relevant target attendee audience. Build event awareness and engagement with frequent tweeting.

Pre-‐Event During Event

Social networking platform for friends and

brands.

Create Facebook event page to promote to Facebook audience. Use newsfeed of brand page for event updates. Leverage for event related contests, polls, surveys.

Most popular blogging platform.

Blog pre, during, and post event to generate awareness, comments, and conversations.


Video-‐sharing platform and 2nd largest search-‐engine on the Web.

Leverage (prior event )videos to generate interest in new event. Post videos of speakers and attendees during and after event.

During Event Post Event


Post Event

Post Event

Post Event


Pre-‐Event During Event Post Event

Social Media Tools for Events Tools Description

Location-‐based social network application for mobile devices.

How to Use

-‐social activities like contests.

Stage

Online presentation and document management and sharing application.

Post and share event related presentations and documents.

During Event

Online photo management and sharing application.

Post and share event photos.

During Event


Post Event

Web-‐based survey application.

Survey attendees about event and share results.

Post Event

Online news release service.

Issue online press release about event to generate buzz and awareness.

Pre-‐Event

Monitors Social Web and blogs for brand mentions. Sends email alerts.

Monitor what people are saying about your brand, product, event on Twitter, Facebook, etc.

Pre-‐Event During Event Post Event

Free Social Monitoring & Tracking Tools Tools Description

www.google.com/alerts

URL

www.socialmention.com

www.klout.com

www.bitly.com

www.facebook.com/insights

Monitors Web for brand and keyword mentions. Sends email alerts.

Monitors Social Web and blogs for brand mentions. Sends email alerts.

Track interactions with fans and content within Facebook. Must be page admin to view. Insights

Measures an individuals social influence. Want high Klout score folks recommending brand.

Measures

Social Engagement Social Advocacy


Social Views Social Engagement Social Advocacy

Social Advocacy

Link shortening tool that makes it easy to track and analyze clicks and referral sources. Social Referrals

Monitors Twitter for brand and keyword mentions. Sends email alerts.


www.tweetbeep.com

Website and blog analytics that tracks unique visits; and inbound clicks from social referrals. www.google.com/analytics

Social Audience Social Views Social Referrals

Insights Website and blog analytics that tracks unique visits; and inbound clicks from social referrals.

www.youtube.com/t/advertising_insight

Social Audience Social Views

Just Remember Before You Get Started Start social media efforts early. At least 30-days before small

events (e.g., webinar) and 6-months before large events

(e.g., conference).

Social media is not an advertising campaign. It takes time to

on all your marketing materials (e.g., direct mail and email

marketing).

Enable social sharing on registration thank you page so

attendees can tell their network they registered for the event!

Thank You! Leadtail helps marketers, advertisers, and business owners with their online marketing and social media

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Marketing Your Events with Social Media | Leadtail

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