Post on 19-Sep-2014
description
transcript
a presentation by sidneyeve matrix
image: Today is a good day
Contents of this document including images have Creative Commons non-commercial attribution licenses. cc 2012 Please share nicely.
social media event marketing
In 2010, 6 out of 10 event planners were unlikely to use social tools.
source: Constant Contact survey, 931 respondents, 2010
Today all event planners use it, 7 out of 10 successfully.
source: 2012 survey, 111 respondents by
well... not so much.
success!
surveys show that
How do event planners use it? Mostly promotion, not conversation.
87% use social media to promote events 57% to share announcements29% use it to increase conversations and engagement around the event23% for branding
source: 2012 survey, 111 respondents by
Top challenges?Getting and keeping attention.
#1 getting people to respond to invites#2 getting them to pay attention to invites
source: research by
content marketingproactive, reactive, user-generated
to stretch buzz across event envelopeswhat follows is a roundup of tools and ideas
what’s the top content that drives marketing objectives?
blogswebinars & virtual eventswhitepapers & reportsvideos & UGMsource: eMarketer and Focus Research, 2011
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 views
social publishing for your whitepapers and reports
social publishing
for your whitepapers and reports
social publishing via QR code
kaywa
social publishing via
infographics
creative repurposing: whitepaper to eyecandybranded
visualcontent curationnicely done Julia!
A very pinteresting microsite for an annual corporate meeting.
building anticipation for the event withpersonalized content
raising the visibility of brand advocatespersonalization beyond the name badge...would this
social recognition resonate with your delegates?
welcome! customized
building anticipation for the event:a personalized campaign designed to stop the "summer melt"
social contests resonate for Gen Yraising the visibility of brand advocates, volunteers, interns...
social media listeningeavesdrop on brand conversations
image: A. Strakey
to create truly responsive content, we need to do some
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
extension available
making the ask
Facebook polling
making the ask
image by: @Doug88888
polling minus thepermission creepwith a little help from photoshop
social media powered pre-‐/ post event surveyscreate buzz before, gather business intelligence after
How likely are you to come again?
Was your attendance worthwhile?
Do you prefer morning or afternoon sessions?
Will you refer others?
Which of these topics interests you the most?
photosharingask for photos from past events
beyond ... ... cross-‐platform publishing
contest microsite
incentivizing people to share event information
and the prize? social recognition
user-generated contentdrives engagement
affiliate event marketingincentivizing people to share event information
5,334 entries
Thank you Debbie Laskey for discovering/pinning these contest examples!
contestsincentivizing people to share your event information
user-generated contentgeo-‐social networking @ events
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
social seatinggeo-‐social networking @ events
the social media news release
tools for event publicity & promotion
pitching journalists online
social media event listings
increase eventdiscoverability
ask speakers to indicate they are “attending”
social media event listings
social media event listings
ask attendees to add event to their social planners
integration
event promotionsave the date
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 view on PC
19% close and forget about it
source: e-Dialog 2012 Global Research Study, 9,000 respondents
49% delete immediately
amazing mobile-‐optimized free email templates
enrich on-site experience and publish event info to virtual attendees
provide delegates with a free app to access schedule, exhibitor lists & maps
DIY mobile app development -- and it's free
the exclusivity factor
event promotionblogger outreach
the quest for influencers
“Klout helps us sift through the hordes of bloggers.” ~ PR Pro
the exclusivity factor
“The Klout for conferences.” ~ Techcrunch
use of game design techniques and mechanics to enhance non-game contexts
achievement badgesachievement levelsleader boardsprogress barvirtual currency
Gamification:behind Klout...
gamification engines for event promotion
gamification for event promotion
gamification of charity events
get a cute spokespetand one last tip:
well... it *is* the Internet!
Sidneyeve Matrix is a media professor and digital marketing trends analyst.Connect via twitter.com/sidneyeve
image: tannakawho
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