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image: Today is a good day




     social media event marketing
                                                         ...
In 2010, 6 out of 10 event planners
 were unlikely to use social tools.




       source: Constant Contact survey, 931 re...
at
            veys s how th
      sur
Today all event planners use it,
    7 out of 10 successfully.

                  s...
How do event planners use it?
Mostly promotion, not conversation.
        87% use social media to promote events
        5...
T challenges?
         op
Getting and keeping attention.
 #1 getting people to respond to invites
 #2 getting them to pay ...
proactive, reactive, user-generated
content	
  marketing
what follows is a roundup of tools and ideas
  to stretch buzz ac...
what’s the top content
that drives marketing objectives?


                  blogs
                  webinars	
  &	
  virt...
hybrid events   interactive live broadcast,
                then available on-demand
hybrid events   interactive live broadcast,
                then available on-demand
instant interactivity, later available on-demand
hybrid events   interactive live broadcast,
                then available on-demand




                              60K...
social	
  publishing	
  
for	
  your	
  whitepapers	
  and	
  reports
social	
  publishing	
  




for	
  your	
  whitepapers	
  and	
  reports
social	
  publishing	
  via	
  QR	
  code
kaywa
social	
  publishing	
  via
creative	
  repurposing:	
  whitepaper	
  to	
  eyecandy
                              branded
                           ...
visual
nicely do
         ne Julia!   content	
  curation
A	
  very	
  pinteresting	
  microsite	
  for	
  
 an	
  annual	
  corporate	
  meeting.	
  
building anticipation
for the event with
personalized content
raising	
  the	
  visibility	
  of	
  brand	
  advocates
  personalization beyond the name badge...would this
    social r...
welcome!
            customized

building anticipation for the event:
a personalized campaign designed
to stop the "summer...
raising the visibility of brand advocates, volunteers, interns...
social contests resonate for GenY
image: A. Strakey




to create truly responsive content, we need to do some
   social	
  media	
  listening
     eavesdro...
Build	
  a	
  listening	
  station
social	
  media	
  listening
realtime	
  feedback	
  :	
  
audience generated content
realtime	
  feedback	
  :	
  
              audience generated content
twitterfall
realtime	
  feedback	
  :	
  
audience generated content
curating audience generated content
making the ask




   engagement tool
making the ask




extension available
making the ask




    Facebook polling




                 image by: @Doug88888
polling minus the
permission creep
with	
  a	
  little	
  help	
  from	
  photoshop
social	
  media	
  powered	
  pre-­‐/	
  post	
  event	
  surveys
create buzz before, gather business intelligence after

...
ask	
  for	
  photos	
  
from	
  past	
  events
photosharing
beyond	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...	
  	
  	
  ...	
...
contest microsite
incentivizing	
  people	
  to	
  share	
  event	
  information




         and	
  the	
  prize?	
  social	
  recognition
user-generated content
drives engagement
affiliate	
  eople	
  to	
  share	
  marketing
 incentivizing	
  p
                    event	
   event	
  information




...
contests
                                              incentivizing	
  people	
  to	
  share	
  
                        ...
geo-­‐social	
  networking	
  @	
  events
    user-generated content
33% increase foot traffic



  100 randomly awarded $5 or $10 gift cards
results: increased fan base by 600,000 in 1 day
geo-­‐social	
  networking	
  @	
  events
ambient digital discoverability




           geo-­‐social	
  networking	
  @	
  events
geo-­‐social	
  networking	
  @	
  events
               social	
  seating
tools for event publicity & promotion




the social
media news
release
pitching journalists online
social media event listings
increase event
discoverability
social media event listings




       ask	
  speakers	
  to	
  
      indicate	
  they	
  are	
  
        “attending”
social	
  media	
  
event	
  listings
ask	
  attendees	
  to	
  add	
  event	
  to	
  their	
  
             social	
  planners
event promotion
save	
  the	
  date




                      integration
on the importance of
     mobile	
  email	
  optimization
  if an email received on your mobile device
  does not display ...
amazing	
  mobile-­‐optimized	
  free	
  email	
  templates
provide	
  delegates	
  with	
  a	
  free	
  app	
  to	
  access	
  schedule,	
  exhibitor	
  lists	
  &	
  maps




    e...
DIY mobile app development -- and it's free
event promotion
                 blogger	
  outreach



the exclusivity factor
the quest for influencers




“Klout	
  helps	
  us	
  sift	
  through	
  the	
  hordes	
  of	
  bloggers.”	
  ~	
  PR	
  ...
the exclusivity factor
“The	
  Klout	
  for	
  conferences.”	
  ~	
  Techcrunch
behind	
  Klout...
Gamification:
     use of game design techniques and
     mechanics to enhance non-game contexts

     ...
gamification	
  engines	
  for	
  event	
  promotion
gamification	
  for	
  event	
  promotion
gamification	
  of	
  charity	
  events
and one last tip:
     get	
  a	
  cute	
  spokespet
                    well... it *is* the Internet!
image: tannakawho




about	
  the	
  presenter	
  :
Sidneyeve Matrix is a media professor
and digital marketing trends an...
Social Media for Event Marketing
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Social Media for Event Marketing Slide 1 Social Media for Event Marketing Slide 2 Social Media for Event Marketing Slide 3 Social Media for Event Marketing Slide 4 Social Media for Event Marketing Slide 5 Social Media for Event Marketing Slide 6 Social Media for Event Marketing Slide 7 Social Media for Event Marketing Slide 8 Social Media for Event Marketing Slide 9 Social Media for Event Marketing Slide 10 Social Media for Event Marketing Slide 11 Social Media for Event Marketing Slide 12 Social Media for Event Marketing Slide 13 Social Media for Event Marketing Slide 14 Social Media for Event Marketing Slide 15 Social Media for Event Marketing Slide 16 Social Media for Event Marketing Slide 17 Social Media for Event Marketing Slide 18 Social Media for Event Marketing Slide 19 Social Media for Event Marketing Slide 20 Social Media for Event Marketing Slide 21 Social Media for Event Marketing Slide 22 Social Media for Event Marketing Slide 23 Social Media for Event Marketing Slide 24 Social Media for Event Marketing Slide 25 Social Media for Event Marketing Slide 26 Social Media for Event Marketing Slide 27 Social Media for Event Marketing Slide 28 Social Media for Event Marketing Slide 29 Social Media for Event Marketing Slide 30 Social Media for Event Marketing Slide 31 Social Media for Event Marketing Slide 32 Social Media for Event Marketing Slide 33 Social Media for Event Marketing Slide 34 Social Media for Event Marketing Slide 35 Social Media for Event Marketing Slide 36 Social Media for Event Marketing Slide 37 Social Media for Event Marketing Slide 38 Social Media for Event Marketing Slide 39 Social Media for Event Marketing Slide 40 Social Media for Event Marketing Slide 41 Social Media for Event Marketing Slide 42 Social Media for Event Marketing Slide 43 Social Media for Event Marketing Slide 44 Social Media for Event Marketing Slide 45 Social Media for Event Marketing Slide 46 Social Media for Event Marketing Slide 47 Social Media for Event Marketing Slide 48 Social Media for Event Marketing Slide 49 Social Media for Event Marketing Slide 50 Social Media for Event Marketing Slide 51 Social Media for Event Marketing Slide 52 Social Media for Event Marketing Slide 53 Social Media for Event Marketing Slide 54 Social Media for Event Marketing Slide 55 Social Media for Event Marketing Slide 56 Social Media for Event Marketing Slide 57 Social Media for Event Marketing Slide 58 Social Media for Event Marketing Slide 59 Social Media for Event Marketing Slide 60 Social Media for Event Marketing Slide 61 Social Media for Event Marketing Slide 62 Social Media for Event Marketing Slide 63 Social Media for Event Marketing Slide 64 Social Media for Event Marketing Slide 65 Social Media for Event Marketing Slide 66 Social Media for Event Marketing Slide 67 Social Media for Event Marketing Slide 68 Social Media for Event Marketing Slide 69 Social Media for Event Marketing Slide 70
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Social Media for Event Marketing

  1. 1. image: Today is a good day social media event marketing a presentation by sidneyeve matrix Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.
  2. 2. In 2010, 6 out of 10 event planners were unlikely to use social tools. source: Constant Contact survey, 931 respondents, 2010
  3. 3. at veys s how th sur Today all event planners use it, 7 out of 10 successfully. success! well... not so much. source: 2012 survey, 111 respondents by
  4. 4. How do event planners use it? Mostly promotion, not conversation. 87% use social media to promote events 57% to share announcements 29% use it to increase conversations and engagement around the event 23% for branding source: 2012 survey, 111 respondents by
  5. 5. T challenges? op Getting and keeping attention. #1 getting people to respond to invites #2 getting them to pay attention to invites source: research by
  6. 6. proactive, reactive, user-generated content  marketing what follows is a roundup of tools and ideas to stretch buzz across event envelopes
  7. 7. what’s the top content that drives marketing objectives? blogs webinars  &  virtual  events whitepapers  &  reports videos  &  UGM source:    eMarketer  and  Focus  Research,  2011
  8. 8. hybrid events interactive live broadcast, then available on-demand
  9. 9. hybrid events interactive live broadcast, then available on-demand
  10. 10. instant interactivity, later available on-demand
  11. 11. hybrid events interactive live broadcast, then available on-demand 60K views
  12. 12. social  publishing   for  your  whitepapers  and  reports
  13. 13. social  publishing   for  your  whitepapers  and  reports
  14. 14. social  publishing  via  QR  code
  15. 15. kaywa
  16. 16. social  publishing  via
  17. 17. creative  repurposing:  whitepaper  to  eyecandy branded infographics
  18. 18. visual nicely do ne Julia! content  curation
  19. 19. A  very  pinteresting  microsite  for   an  annual  corporate  meeting.  
  20. 20. building anticipation for the event with personalized content
  21. 21. raising  the  visibility  of  brand  advocates personalization beyond the name badge...would this social recognition resonate with your delegates?
  22. 22. welcome! customized building anticipation for the event: a personalized campaign designed to stop the "summer melt"
  23. 23. raising the visibility of brand advocates, volunteers, interns... social contests resonate for GenY
  24. 24. image: A. Strakey to create truly responsive content, we need to do some social  media  listening eavesdrop  on  brand  conversations
  25. 25. Build  a  listening  station
  26. 26. social  media  listening
  27. 27. realtime  feedback  :   audience generated content
  28. 28. realtime  feedback  :   audience generated content twitterfall
  29. 29. realtime  feedback  :   audience generated content
  30. 30. curating audience generated content
  31. 31. making the ask engagement tool
  32. 32. making the ask extension available
  33. 33. making the ask Facebook polling image by: @Doug88888
  34. 34. polling minus the permission creep with  a  little  help  from  photoshop
  35. 35. social  media  powered  pre-­‐/  post  event  surveys create buzz before, gather business intelligence after Do  you  prefer  morning  or   afternoon  sessions? How  likely  are  you  to  come   again? Which  of  these  topics   interests  you  the  most? Was  your  attendance   worthwhile? Will  you  refer  others?
  36. 36. ask  for  photos   from  past  events photosharing
  37. 37. beyond                                                ...      ...  cross-­‐platform  publishing
  38. 38. contest microsite
  39. 39. incentivizing  people  to  share  event  information and  the  prize?  social  recognition
  40. 40. user-generated content drives engagement
  41. 41. affiliate  eople  to  share  marketing incentivizing  p event   event  information 5,334 entries
  42. 42. contests incentivizing  people  to  share   your  event  information Thank you Debbie Laskey for discovering/pinning these contest examples!
  43. 43. geo-­‐social  networking  @  events user-generated content
  44. 44. 33% increase foot traffic 100 randomly awarded $5 or $10 gift cards results: increased fan base by 600,000 in 1 day
  45. 45. geo-­‐social  networking  @  events
  46. 46. ambient digital discoverability geo-­‐social  networking  @  events
  47. 47. geo-­‐social  networking  @  events social  seating
  48. 48. tools for event publicity & promotion the social media news release
  49. 49. pitching journalists online
  50. 50. social media event listings
  51. 51. increase event discoverability
  52. 52. social media event listings ask  speakers  to   indicate  they  are   “attending”
  53. 53. social  media   event  listings
  54. 54. ask  attendees  to  add  event  to  their   social  planners
  55. 55. event promotion save  the  date integration
  56. 56. on the importance of mobile  email  optimization if an email received on your mobile device does not display properly, do you: 35% save it to 19% close and view on PC forget about it 49% delete immediately source: e-Dialog 2012 Global Research Study, 9,000 respondents
  57. 57. amazing  mobile-­‐optimized  free  email  templates
  58. 58. provide  delegates  with  a  free  app  to  access  schedule,  exhibitor  lists  &  maps enrich on-site experience and publish event info to virtual attendees
  59. 59. DIY mobile app development -- and it's free
  60. 60. event promotion blogger  outreach the exclusivity factor
  61. 61. the quest for influencers “Klout  helps  us  sift  through  the  hordes  of  bloggers.”  ~  PR  Pro
  62. 62. the exclusivity factor
  63. 63. “The  Klout  for  conferences.”  ~  Techcrunch
  64. 64. behind  Klout... Gamification: use of game design techniques and mechanics to enhance non-game contexts achievement  badges achievement  levels leader  boards progress  bar virtual  currency
  65. 65. gamification  engines  for  event  promotion
  66. 66. gamification  for  event  promotion
  67. 67. gamification  of  charity  events
  68. 68. and one last tip: get  a  cute  spokespet well... it *is* the Internet!
  69. 69. image: tannakawho about  the  presenter  : Sidneyeve Matrix is a media professor and digital marketing trends analyst. Connect via twitter.com/sidneyeve
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