Our presentation for the The Lab of the Plissken Festival on 13 May 2014 that answers the question: "How to promote your music concert"

1. how
to
promote
your
event
using
DIGITAL MARKETING
Plisskën
Fes+val
@
The
Lab
13
May
2014
@
ΕΔΩ
socialab

2. But...
before
we
get
started...
! Who
am
I?
! Basic
Concepts
! Event
PromoHon

3. George
Anagnostopoulos
§ Digital
Content
Creator
since
1994
in
the
first
Greek
web-­‐zine.
§ Digital
Marketer
since
1999,
in
a
dot-­‐com
in
the
UK.
§ Search
MarkeHng
since
2002
§ Blogger
since
2004
§ Mobile
MarkeHng
since
2006
§ Social
Media
MarkeHng
since
2009
§ Judge
at
Ermis
Awards
-­‐
Digital
§ Has
worked
with
50+
brands
in
the
last
13
years.

4. socialab
§ Socialab
offers
a
wide
range
of
digital
markeHng
services:
web,
social,
search,
display,
mobile
&
affiliate.
§ Socialab
is
reliable.
We’ve
been
working
with
brands
directly,
as
well
as
through
other
agencies
who
appreciate
our
consistently
good
quality
of
work.
§ We’ve
earned
both
Awards
and
Recogni+on
for
our
work.
But,
most
of
all,
we’ve
won
our
clients’
hearts,
because
we
always
bring
Results.
§ We
maintain
the
first
and
most
popular
Greek
website
about
digital
markeHng
news
&
Hps,
suit.gr,
that
educates
marketers
and
also
promotes
our
work
in
the
last
4
years.
§ We
also
manage
the
biggest
group
for
digital
markeHng
on
LinkedIn
with
more
than
3,000
members,
most
of
which
are
in
markeHng
or
adverHsing.

5. Clients

6. CredenHals:
The
blog
We
run
Suit,
the
#1
website
for
Digital
MarkeHng
news
and
Hps
in
Greek,
with
more
than
200,000
visits
in
the
last
4+
years,
mostly
marketers.
hdp://www.suit.gr/

7. CredenHals:
The
group
We
own
the
biggest
Greek
group
on
digital
markeHng
on
LinkedIn,
with
more
than
3,000
professionals:
Social
Media
GR
hdp://www.linkedin.com/groups?gid=3024911

8. CredenHals:
Media

9. Academic:
§ ALBA
(MSc
&
ExeD)
2014
(on-­‐going)
§ Panteios
(Media
dept)
2013
§ ALBA
(Digital
MarkeHng)
2013
§ AUEB/ELTRUN
2012
&
2013
§ Deree
(MarkeHng
Society)
2012
§ SAE
(Music
Business)
2012
§ AKTO
(Social
Media)
2012
&
2013
Professional:
§ Social
Media
Conference
2012,
2013
&
2014
§ All
Things
Facebook
2011,
2012,
2013
§ Online
MarkeHng
Conference
2013
§ EEDE/EIP
2012
&
2013
§ Entrepreneurship
Panorama
2012
CredenHals:
Congresses
&
Seminars

10. Relevant
experience:
PromoHon
&
Live
Support
for
the
STR8
Muzic
Fest,
a
concert
of
more
than
5,000
people
and
7
music
groups.
Organizing
groups
to
post
content,
live
Facebook
posts
from
the
concert,
streaming
tweets,
photo
tags
and
photobooth.

11. Terminology
Display
“ ”
Banners

12. Terminology
Banner
blindness
“ ”
Users
not
noHcing
ads,
even
though
they
are
being
displayed
on
their
screen.
Counter-­‐acted
by
more
aggressive
(or
just
different
/
bigger)
ad
formats.

13. Terminology
Rich
media
“ ”
Audio,
Video,
AnimaHon.
Also
Expandable
baners.

14. Terminology
Funnel
“ ”
The
process
from
making
a
stranger
your
customer

16. Terminology
Click
“ ”
The
way
customers
go
from
one
stage
to
the
next
in
a
funnel.
Can
also
mean
Tap
in
Mobile
or
Tablets.

17. Terminology
Visit
“ ”
The
difference
between
visits,
unique
visitors,
pageviews,
hits.

18. Terminology
URL
or
URI
“ ”
The
web
address
of
something.
(e.g.
h'p://www.suit.gr/tag/facebook)

19. Terminology
Conversion
“ ”
ConverHng
users
from
one
stage
of
the
funnel
to
the
next

20. Terminology
On-­‐Demand
“ ”
Asynchronous
communicaHon.
Personal
story:
I
don’t
like
receiving
or
making
calls.

21. Terminology
Campaign
“ ”
Series
of
ads
under
the
same
umbrella.
In
digital,
Hme
is
relaHve.

22. Terminology
CTR
“ ”
Click-­‐through
rate.
20
years
ago
banner
CTR
was
44%,
now
it’s
at
less
than
1%.
Same
for
Email
for
CTR
and
Open
Rate
that
was
90%.
Marketers
ruin
everything.

23. Terminology
Cookie
“ ”
Small
text
file
on
user’s
device
that
enables
tracking.

24. Terminology
Social
“ ”
Social
Media:
Facebook,
Twider,
LinkedIn,
Google+
and
more.

25. Terminology
Search
“ ”
SEM
Comes
in
two
flavors:
SEO
&
PPC
(which
is
someHmes
also
called
SEM)

26. Terminology
PPC
“ ”
Pay
Per
Click

27. Terminology
AnalyHcs
“ ”
Any
system
that
tracks
and
measures.

28. Terminology
FFF
“ ”
Fans
/
Friends
/
Followers
(not
used
really)

29. Terminology
FOAF
“ ”
Friend
of
a
Friend
(used
in
WoMM)

30. Terminology
WoMM
“ ”
Word
of
Mouth
MarkeHng

31. Terminology
Blog
“ ”
Web
log
that
one
or
more
users
updates
with
content

32. Terminology
Forum
“ ”
A
discussion
area
or
community.
Plural:
Fora.

33. Terminology
Hashtag
“ ”
#pounasouleo
Used
in
Events,
or
jokingly.
Started
in
Twider,
expanded
in
Instagram
&
Facebook.

34. Terminology
Android
vs.
iOS
“ ”
Latest
US
stats:
52%
Android,
42%
iOS,
6%
rest
of
the
OperaHng
Systems.

35. Terminology
Organic
vs.
Paid
“ ”
Geung
seen
for
free;
and
not
for
free.

36. Terminology
Impression
“ ”
Loading
of
an
ad
in
a
web
page.
Times
an
ad
was
displayed.
Not
how
many
Hmes
it
was
actually
seen.
Now
comes
the
Hme
of
viewable
impressions.

37. Terminology
CPM
“ ”
Cost
Per
Thousand
(Mille)

38. Terminology
CPC
“ ”
Cost
Per
Click

39. Terminology
CPA
“ ”
Cost
Per
AcquisiHon
(Sale,
Lead,
RegistraHon
etc.)

40. Terminology
RetargeHng
RemarkeHng
“ ”
When
an
ad
follows
a
user,
usually
because
they
have
previously
visited
a
certain
web
page,
or
acted
a
certain
way
on
it
(e.g.
filled-­‐in
a
form)

41. Terminology
Split
TesHng
“ ”
Making
big
or
small
changes
on
a
webpage
to
see
what
works
beder.
In
ads,
it
is
used
to
see
what
gets
beder
CTR.

42. Terminology
AdenHon
“ ”
The
currency
of
digital
markeHng

43. Terminology
ADD
“ ”
AdenHon
Deficit
Disorder.
Actual
psychiatric
disorder,
used
to
describe
short
adenHon
span
of
consumers
today.
In
the
“old”
world,
you
could
communicate
with
movies,
now
you
need
to
communicate
with
breaking
news.

44. Terminology
Landing
page
“ ”
The
page
users
see
awer
clicking
on
an
ad
or
link.

45. Terminology
Link
building
“ ”
CulHvaHon
of
links
poinHng
to
a
website.
Used
for
SEO
and
digital
PR
reasons.

46. Terminology
Keywords
“ ”
Words
or
phrases
for
Search.

47. Terminology
Tweet
“ ”
Single
post
on
Twider,
up
to
140
characters
in
length.
Picture
or
link
counts
for
20
characters
only.

48. Terminology
Permission
based
“ ”
The
only
right
way
to
communicate.
The
opposite
of
Spam.

50. Don’t
tell
your
story
in
2014
like
it’s
2007.
Let’s
see
what
we
can
about
that.

51. When
to
do
it?
Remember
to
stay
on
target.
1Before
2During
3ARer

53. 3
categories
of
digital
media

54. Paid
Social Ads,
Display
Advertising,
SEM/PPC,
Sponsored Posts
Owned
Website, Mobile,
Microsites,
Social Media
Accounts &
Communities
Earned
WoM, Listings,
Ratings,
Mentions,
Recom’tions &
Comments
€
♥
©
3
categories
of
digital
media

55.
Before
your
big
event
Find
the
right
people.
1

56. If
this
is
your
first
Hme
organizing
your
event,
then
you
probably
think
you
have
your
back
against
a
wall:
A
lot
of
stuff
to
do,
not
a
lot
of
Hme
to
do
it
in.
Is
it
going
to
work?
Are
people
going
to
find
it
interesHng?
Are
they
coming?
Build
awareness

57. How
do
people
find
out
about
events?

58. How
do
people
find
out
about
events?

59. How
do
people
find
out
about
events?

60. How
do
people
find
out
about
events?

61. How
do
people
find
out
about
events?

62. How
do
people
find
out
about
events?

63. How
do
people
find
out
about
events?

64. How
do
people
find
out
about
events?

65. How
do
people
find
out
about
events?
Display
Adver+sing:
Banners
If
you
can
fit
it
your
budget,
adverHsing
in
some
of
the
city’s
media
is
a
predy
good
way
to
reach
people
and
create
awareness.
However,
if
you’re
a
new
player,
it’s
easy
to
get
lost
among
other
bigger
events
adverHsing,
some
of
which
are
usually
sponsored
by
big
brands
and
adverHse
all
year
round.

66. How
do
people
find
out
about
events?

67. How
do
people
find
out
about
events?
Main
ways
for
people
to
see
your
page
on
Facebook:
Organically:
• Users
have
a
natural
interest.
The
more
of
a
lovebrand
you
are,
the
greater
the
chances.
Paid:
• Promoted
posts:
appear
on
Facebook
Newsfeed
• Right-­‐side
ads:
appear
on
the
right
side.

68. How
do
people
find
out
about
events?
Main
ways
for
people
to
see
your
event
on
Facebook:
• Videos
are
one
of
the
best
forms
of
promoHon
for
any
event
or
product
in
the
entertainment
industry.
You
can:
• Rebrand
arHsts’
exisHng
videos
(check
IP
rights
first)
• Create
a
mashup
of
your
videos
• Publish
interviews
and
“personal
invites”
from
your
arHsts
• Create
count-­‐down
videos
to
promote
early
bird
Hckets
or
the
event
itself.
• Get
the
publishers
who
publish
your
arHcle
to
promote
it.
If
they
don’t,
ask
if
you
can
pay
to
promote
their
post
to
their
audience.
It’s
a
win-­‐win.

69. How
do
people
find
out
about
events?
Main
ways
for
people
to
see
your
event
on
Facebook:
• Create
a
Facebook
App:
• A
game
that
intrigues:
Remember
to
get
people
to
invite
one
another
(not
just
share
the
event).
• A
contest
for
free
Hckets:
Remember
than
only
a
few
people
win
free
Hckets.
The
rest
should
end-­‐up
on
your
mailing
list.
It’s
OK,
as
long
as
it’s
your
contest’s
terms.
• Create
a
Facebook
Event:
• Not
everybody
is
going,
but
it
does
create
buzz.
And
you
can
always
promote
your
Facebook
event
to
get
more
adenHon.

70. How
do
people
find
out
about
events?
Reach
out:
• CommuniHes:
• Music
CommuniHes:
• musicheaven.gr
• tralala.gr
• Blogs:
• Among
6
million
people
with
Internet
access,
someone
is
bound
to
be
a
possible
ambassador
for
your
event,
given
the
right
incenHve.

71. How
do
people
buy
+ckets
for
your
event?
Can
you
get
affiliates?

72. How
do
people
buy
+ckets
for
your
event?
Don’t
forget
the
#1
conversion
medium:
Email
Email
is
the
#1
driver
of
sales,
when
your
mailing
list
has
been
organically
grown.
You
can
include:
• Friends
• Colleagues
• PotenHal
ambassadors
• Contacts
from
your
acHvaHons
• Press
• Bloggers
Make
sure
you
don’t
spam
people,
and
give
them
a
quick
way
to
unsubscribe.

73. You
need
to
make
it
all
come
together
in
such
a
way
that
it
will
make
sense
to
everybody,
so
make
sure
you
have
a
schedule
that
you
and
your
team
can
follow!
And
before
you
begin,
make
sure
everyone
knows
what
is
expected
of
the
DURING
and
RIGHT
AFTER
the
event!
Have
a
schedule!

74.
2 During
the
concert
Enhance
the
experience!

75. Your
audience
will
want
to
share
the
experience

76. ...
so
make
sure
you
add
a
map
that
people
can
look
for
online
in
one
click:
A
great
experience
starts
by
being
there
on
+me

77. A
Don’t
forget
to
allow
people
to
check
things
last-­‐minute

78. Add
a
photobooth

79. Add
a
photobooth

80. Add
a
VIP
backwall

81. The
#1
way
for
people
to
discover
other
people
in
your
event
and
to
beder
find
material
related
to
it
is
to
use
a
relevant
hashtag.
Hastags
can
be
used
on
Facebook,
Instagram,
Google+,
but
they
are
mostly
used
on
Twi_er.
This
will
also
make
it
easier
for
press
/
bloggers
/
ambassadors
to
write
about
your
event
later.
#YourEvent

82. Live
stream
it!
(If
you
really
need
to)

83.
3 ARer
it’s
over
Make
sure
everybody
remembers!

84. Your
first
move
is
to
gather
up
the
materials
from
all
your
sources:
» Photobooths
» Audience
/
Social
Media
» Photographers
» Cameramen
» Media
/
Journalists
and
evaluate
it.
You
have
to
move
quickly.
GATHER UP

85. Make
sure
that
everybody
has
access
to
the
content:
» Photographs
» Videos
» Backstage
material
on
all
media.
People
are
going
to
want
to
tag
themselves.
SHARE THE LOVE

86. Make
sure
you
let
your
close
stakeholders:
• Press
• Bloggers
• VIPs
• Your
own
team
• SPONSORS
know
that
it
went
well
and
thank
them.
A
press
release
would
be
nice.
You
will
want
to
cash
in
with
your
next
event.
Spread
the
Message!

87. Time
to
measure
your
success

88. How
do
people
find
out
about
events?
Save
your
resources:
Make
sure
you
have:
• all
the
materials
• the
fans
/
followers
/
friends
on
all
social
media
• the
emails
• the
contacts
of
all
the
people
• the
a_en+on
of
your
sponsors
for
next
year!
They
are
going
to
be
your
shortcuts
to
doing
things
beder!

89.
What’s Your Message?
Feel
free
to
add
me:
facebook.com/george123
LinkedIn.com/in/Anagnostopoulos
Thank
you!
If
you
are
interested
for
an
internship
at
Socialab,
please
check:
h_p://www.socialab.gr/educa+on/