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.

1. LET’S GET SOCIAL!
How to Market Events using Social Media
Homer “Homerun” Nievera
Digital Marketer | Revenue Strategist | Tech Entrepreneur

2. 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

3. THE INEXPENSIVE MEDIUM
Internet and digital technology now
make it easy to get the word out
about your event.

4. 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?

5. 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?

6. 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

7. URGENCY SELLS
•Limited seats
•24 hours left

8. POPULAR SOCIAL MEDIA OUTLETS
•Twitter
•Facebook
•Instagram
•Linkedin
•Vine

9. SOCIAL MEDIA TOOLS
• Posts/Shares
• Videos
• Blogs/Articles
• Cross-postings with traditional media
(TV, Radio, Print, Outdoor)
• Paid: Ads/Promoted Tweets

10. THE ROLE OF SOCIAL MEDIA
•Pre-event
•During the event
•Post-event

11. THE ROLE OF SOCIAL MEDIA
•Pre-event
•During the event
•Post-event

12. PRE-EVENT SOCIAL MEDIA
• Creating buzz
• Shareability = Virality
• Bookings

13. SOCIAL MEDIA IN ACTION
1. Capture awareness
2. Nurture interest
3. Convert prospects
4. Increase word-of-mouth shares

14. CAPTURE AWARENESS
Audience 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

15. FACEBOOK EVENT PAGE

16. MEET & TWEET WITH
BLOGGERS/PRESS
CAPTURE AWARENESS

17. CAPTURE AWARENESS
About Shortstack
• Build an FB app to capture data
• Free [$25/mo. - lowest package]
• Nearly 80 custom templates
USE FACEBOOK
APPS

18. CASE STUDY:
CINEMARK
• 1.2M Fans
• 7.9M Visits
• Primary medium:
Facebook

19. 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.

20. NURTURE INTEREST
7 Steps to create a Facebook
email custom audience:
1. 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.

21. 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

22. RETARGETING

23. 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/

24. INCREASE W-O-M SHARES
Event 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

25. 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).

26. THE ROLE OF SOCIAL MEDIA
•Pre-event
•During the event
•Post-event

27. ON-EVENT SOCIAL MEDIA
[TWITTER AND INSTAGRAM]
•Q&A
•Entertainment
•Comments
•Contests

28. “
IT’S ALL ABOUT ENGAGEMENT!
”
On-Event Social Media

29. TWITTER
BADGES
Twitter ID
#Hashtag

30. LIVE SOCIAL FEEDS

31. LIVE SOCIAL FEEDS
Using Twitter and
Instagram as live
social feed tools

32. LIVE TWITTER WALL

33. LIVE TWITTER WALL
The importance
of #HASHTAGS

34. LIVE INSTA-PRINTS

36. 4 REASONS TO LIVE TWEET
#1Engagement
– Be social. Start a conversation.

37. 4 REASONS TO LIVE TWEET
#2 Promotion
– Promote your company, personal
brand, initiatives, or advocacies.

38. 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.

39. 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.

40. POST-EVENT SOCIAL MEDIA
•Feedback
•PR (post-release)
•Promote next events

41. PROPER SOCIAL MEDIA
ETIQUETTE

42. TWITTER ETIQUETTE

43. 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.

44. 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.

45. 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.

46. 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.

47. 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.

48. 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.

49. FACEBOOK ETIQUETTE

50. 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.

51. 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.

52. 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.

53. 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.

54. 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.

55. LINKEDIN ETIQUETTE

56. 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.

57. 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.

58. 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.

59. QUESTIONS?

60. “
”
WHAT YOU BELIEVE,
YOU BECOME.
www.homernievera.com