Learn how to take event marketing programs to the next level, leveraging social media to maximize the impact of all event efforts--from planning and promotion, to execution and follow-up. This presentation from Constant Contact and HubSpot explores:
• Where to promote events to increase registration
• How to inject social media marketing into events
• How to brand an event for maximum exposure
• What to include in the event follow-up
2. Housekeeping notes
Slides & recording will be sent after the
1 webinar
Interact with us using the Questions pane
2 here or on Twitter
3 Twitter hashtag: #SocialEvents
4 Have fun!
9. Learn what attendees desire:
1 What of our past events have you attended?
2 Why do you attend events?
3 What types of events interest you?
4 What social media tools do you use?
Ask the uncomfortable question about a previous event:
“What didn’t you like about our last event?”
10. Top 3 things attendees want:
1 What is in it for me?
2 Why would I want to attend?
3 What topics/trends drive a response?
11. Event success
Event organizers wanted:
• Increase attendees to events
• Update perception of chapter
• Fundraise for Sidney M. Oman
Cancer Center
Attendees wanted:
• Something interesting to do
while giving back
• Attending an “It” event
11
12. Event success
What organizers achieved:
• 7,800 attendees
• 250 volunteers
• Profit of $150,000
• Increased engagement
What attendees received:
• A good time and doing
something good
• New wines and a way to be
involved
• Motivation & resources for
next event
12
14. Break through the noise
1 Create objectives for you and your attendees
2 Identify the right people and ways to promote
3 Monitor before, during & after
4 Use this info to make next event rock
15. Break through the noise
• People new and familiar
with you?
• What makes them the
same/ different?
• Influence in networks (local
and social)?
Ideal
Attendee
17. Break through the noise
1 Create a steady stream of content
Stage timing to keep their
2 interest
3 Make each post
unique & compelling
18. Promotional Foundation
Start with those who know you
and love you- Email Invites!
• Branding is important
• 79% of respondents said they hit
the "report spam" button when
they don't know who the sender
is.-Email Sender and Provider Coalition
• Show your personality
• Use a subject line & headline
that captures and keeps
attention
• Personalize the message to 79% hit the "report
each recipient spam" button when
• Provide event details they don't know who
the sender is.-Email Sender
and Provider Coalition
19. Engage with Video in Today, 71% of the U.S. online
audience watches video on the
Email Invites internet, and the number of
streams consumed should more
than double by 2013 – Forrester
Research 2009
Video in email can increase click-
through rates by as much as
three-hundred percent – Forrester
Research 2009
Do your invites do
more than just ask
people to come?
20. Promotional Foundation
How do you know if your invites did their job?
Invitees share in
Social Media
21. 5 weeks: 3 weeks:
Reminder feat. spea
Personal email invites info & discounts
3 weeks:
Don‟t miss email with
social media.
22. Use shareworthy
content:
-Showcase speakers and
related content
-Feature reviews from past
events
-Use the words that
attendees use, not internal
jargon
Design for
sharing and
search
38. Social Media + Events = Success
Use communications on social networks to create awareness
and enthusiasm to attend
39. Facebook + Events= Success
1 Register right from Facebook
2 Talk with and respond to questions
3 Encourage comments and likes
40. Facebook+ Events = Success
Consider a custom landing page to promote your event
41. Photos
and
Video
Share
materials
Share
via
Mobile
Live
Updates During Event -
Facebook
42. Twitter+ Events = Success
Use Twitter to create a place online for conversations about the event
• Create and use a
#hashtag for the event
• Thank each sponsor for
the contribution they‟ve
provided.
Include their handles in
the tweet
• Raise awareness
Guess Speakers
Topic & Issues
addressed
43. Twitter + At Events= Success
1 Attendees tweet using #hashtag
2 Live feed of photos & videos
3 Add their handles to name tags
Twitter has 165 Million Users –
50% of them use Twitter Mobile.
–Mashable.com, “Mobile by the Numbers
44. LinkedIn + Events = Success
Join LinkedIn Groups
Join Groups where the
people you want to attend
participate.
Can‟t find one? Start one
and nurture the conversation.
Ask questions in the group
– Follow up with those who
posted
– Answer questions asked of
you
Understand your connections through
InMap:
http://inmaps.linkedinlabs.com/
45. LinkedIn + Events = Success
Promote your
event in your
profile and on
your updates
Invite your
LinkedIn
connections
Live updates
from event in
status
updates and
groups
46. YouTube + Events = Success
Create a strong desire to attend with
a video
Promote your event on your website or email and
include a YouTube video
Guest speakers
Activities
Success stories
Increase attendance with videos.
47. Mobile + Events = Success
Do you have a Foursquare venue?
Create a location to check in
Co-marketing with local businesses?
Drive traffic to each other
Leave a tip or review about your
event
Leave a “To Do” about your event
Scavenger hunt around event
– Hints in tips area
– Understand interests of people
checking in (profile info)
Location-Based Services information
http://www.socialquickstarter.com
48. • Watch how many and who
has checked in
• Review comments, tips and
to do‟s left by attendees
• Watch for instant feedback
Real information in real time – Negative comments
about the food
– Problems with the
facility
How can you use
mobile at the
event?
49. Mobile + Events = Success
Consider using QR Codes to keep the interaction going
Direct to web-based event
information
Get feedback via a poll or short
survey
Access video content that is
complementary to the event
objectives
Access live Twitter stream
focused on event #hashtag How do I build? -http://bit.ly/
Add- .qr at end of shortened url
Direct access to Facebook
event
QR Code information http://www.socialquickstarter.com
66. What to Ask in a Survey:
1 Were you satisfied with the content?
2 How likely are you to come again?
3 Will you refer others?
What did you like or not like
4 about the event?
74. Next Steps:
See how event marketing works in a live tour
1 from Constant Contact:
http://conta.cc/EasyEvents
2 Learn how to leverage inbound marketing to
promote your events with HubSpot:
www.HubSpot.com/demo
The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
The top three challenges Getting people to respond to invites getting people to pay attention to invites minimizing no shows
Determine the ultimate purpose of the event and why are you hostingEstablish/increase customer loyalty? Attract new customers/followers? Increase sales or leads?The what determines why and how of the event:Type of event Right contentAction do you want from attendeesHow to measure event’s Return on Investment
Are you not sure? Listen and Ask! Listen to learn what the audience you want considers valuableEngage in conversations in social mediaRead their blogs and the ones they readListen for what topics are popularAsk for information you are missingShort surveyFacebook QuestionAsk interested people via TwitterAsk the uncomfortable question about a previous event:“What didn’t you like about our last event?”
What is in it for me? The tangible benefit for spending my time/moneyWhat motivates attendee participation?Learn something that makes a impactNetworkingMaking a differenceCreate a Top 3 attendee take-away listAfter this event you will……IncludeTopics/trends they are passionate about from your listeningContent driven from responses to questions
Create objectives for your event Your objectiveAttendee objectiveIdentify the right people and ways to promote your eventMonitor the sentiment of about your event before, during and after the eventUse this information to make your next event rock
People new and familiar with youWhat makes them the same/different?Demographic, Psychographic, Industry, GeographyInfluence in networks (local and social)
Where do they look for information about events?Search Engines- their words not yoursSocial Media charged “Word of Mouth”Local calendar listings, local media outlets (wickedlocal.com, craigslist.org)List in your own event calendar on your siteInvites shared by friends
Plan what to say, when and whereYou want to create a steady stream of content that people will consume and share on and across their social networksEach post should be unique, compelling and offer value in attendees’ eyesMany great things about your event so, stagger your promotional contentMap your promotional path making your event as the end destination
Do your invites do more than ask people to come?Engage with videoIncrease interestImprove attendance
Expand reach through social mediaLeverage tools for readers and yourself to share!Customize the message for each site Include an image Unique message for Facebook, Twitter and LinkedIn Ask those you email to share. Start the buzz!
Sending Save the Dates and RemindersHow many days/hours of notice and registration time do they need?5-6 weeks before the event: personalized invite “announcement”3 weeks before: Send email “reminder”Include new offer/special discountsFeature any special guests who are attending2 days before: Send final “don’t miss” email with date/time/locationTipsEngage with videoIncrease interestImprove attendance
Built-in Promotions with social media and Search Engine OptimizationHelp your event be found in online searches by using keywordsTalk About ContentList the sessions offered/AgendaLink to guest speaker bios, websites, book reviews Showcase new products or servicesEnable InteractionMore people who are engaging the more the search engines will find you.Feature testimonials of former attendees Create and update a “What’s New” sectionDisplay pictures from past events or featured speakersProvide contact information and best way to connectTips:-Keep your branding consistent-Make the page easy to share and be found in Social Media-Use the words that attendees use, not internal jargon
All ingredients matter in order to accomplish something delicious.
It is the same way in marketing. All marketing channels play a role in the effective promotion of an offer.
Everything you need is already in hubspot
Everything you need is already in hubspot
So you will start with having a solid offer and the landing page for that offer.
So you will start with having a solid offer and the landing page for that offer.
So you will start with having a solid offer and the landing page for that offer.
So you will start with having a solid offer and the landing page for that offer.
Everything you need is already in hubspot
So you will start with having a solid offer and the landing page for that offer.
A promotional social media strategy containsClearly defined goalsLeverage networks of participants (speakers & attendees)Measurement of success Remember that a tool is not a strategy; Strategy is about the communication and the conversation.
Promote your event details on Facebook as well as your event homepage.Register attendees from your Facebook page anytime. Talk with registrants on Facebook – let them comment or “like” your posts.Share the details of your event on Facebook and respond to questions.
During the eventUse live updates to mention booth contests, fun activities and share picturesIn each post, share any links or materials of the guest speakersInclude pictures of any guest speakers or attendeesEncourage attendees to share or comment during the event on Facebook via mobile
Create a #hashtag for the eventThank each sponsor for the contribution they’ve provided.Include their handles in the tweet Use updates to: Create awareness of guest speakers Incorporate links to their siteAnnounce who’s attending and include their Twitter handleTweet information about topics that will be discussed
During the eventEncourage attendees to tweet about what they are experiencing during the event – use event #hashtagPeople who are interested but not there can follow theTwitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like TwitpicAdd Twitter handles to name tags (as appropriate)As of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review”Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
Join LinkedIn GroupsWhat Groups should you be in? Join Groups where your potential attendees areMembersIndustryTopicIf no group exists, consider creating a LinkedIn Group and start the conversationBe active in the group, do not just use it for event promotionAsk questions in the groupFollow up with those who postedAnswer questions asked of you
Promote your event in your profile and on your updatesInclude a link to the event websiteProve the value of attending by sharing information about event topics and speakers. Invite your connections in LinkedInProvide the event #hashtag and Twitter handles of guest speakers.Understand your connections through InMap:http://inmaps.linkedinlabs.com/Post event notification inside of LinkedIn Groups you’re active inProvide information to attend and other content related to event
Watch how many and who has checked inKnow when the people you want to connect with have arrivedWatch the comments, tips and to do’s left by attendees Gain a clear understanding of what popular/trending in your eventWatch for instant feedbackNegative comments about the foodProblems with the facility
That offer can keep nurturing your existing prospects and converting new leads for you. It keeps feeding educational resources to whoever is searching for them.
Share images and videos from the event.Ask people to tag themselves “are you in our photo album?”
Launch a survey
Include a link to a post-event poll or use Facebook
Review the comments via Twitter about your event by searching under the event #hashtag.
Set up Google alerts and collect the reviews and posts published about the event
SEO authority that you have accumulated from using a website URL.As David Meerman Scott notes, "the search engine optimization of doing some of these things helps out really well for promoting next year's conference."