How to develop a digital content strategy that delivers the right message to the right people at the right time for each of the phases of events across the web and social media platforms.

1. Digital strategy
and engagement
for business
events
Miguel Neves, CMP
Head Chef at Social Media
Chefs

2. Session Overview
1. Targeting and Messaging
2. Engagement and Content
3. Event Phases
4. Phase aware content - Example
5. Golden rule
6. What is success
7. 5 cool tools

3. Why?
• Grow registration
• Increase sponsorship
• Engage participants
• Elevate the brand
• Change the world

4. Define your target audience(s) - Personas
• Target participants
• Registered participants
• Sponsors
• Partners
• Speakers
• Politicians

5. Define your key message(s)

6. Engaging?

7. Engagement: Year round vs event focussed

8. How do you currently engage with your audience(s)?

9. Content: What is content?

10. Content: Long vs short form

11. TL;DR

12. Content: Long vs short form
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Announcing Attracting Anticipating Arriving Entering Engaging Exiting Extending
Focus on Event Content Bandwidth

13. Content: Slice & dice, Repurpose, Upcycle

14. Content: In house vs outsource vs crowdsource

15. Define your event’s phases
Leveraging
Experience Design to
Drive Engagement and
Improve Outcomes

16. The Eight Phases of a Successful Event
1. Announcing: Capturing Their Attention
2. Attracting: Woo Your Audience
3. Anticipating: Eliminate Disappointment
4. Arriving: Travel to the Destination
5. Entering: Reset the Intention
6. Engaging: Environments of Engagement
7. Exiting: Signature Moments
8. Extending: Recall and Relive
(C) Maritz Travel - The Eight Phases of a Successful Event
http://info.maritztravel.com/maritz-travel-8-phases-lp

17. Event:
Target audience:
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

18. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

19. Announcing: Video Sizzle Reel

20. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

21. Attracting: Blog post on partner site

22. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

23. Anticipating: Guiding video infographic (s)

24. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

25. Arriving: Bite Sized Event Options

26. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

27. Entering: Warm welcome video

28. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

29. Engaging: Giant hashtag photo opportunity

30. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

31. Exiting: Data infographic

32. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

33. Extending: Ongoing human connections

34. Event: IMEX in Frankfurt
Target audience: Meeting, event and incentive travel professionals
Announcing Attracting Anticipating Arriving
Entering Engaging Exiting Extending

35. Key question / Golden Rule
WIIFM?

36. Success metrics
• Content views
• Page/profile views
• Engagement statistics
• Hashtag usage
• External mentions
• Sales (offline results)
• Define your own

37. Always adapt and evolve

38. 5 Cool tools: Buffer

39. 5 Cool tools: Canva

40. 5 Cool tools: SmugMug

41. 5 Cool tools: Rocketium

42. 5 Cool tools: Fiverr

43. Thank you!
Miguel Neves, CMP
Head Chef at Social Media Chefs
@miguelseven
miguel@socialmediachefs.com