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How to Excel at Event Marketing
Meet today’s speakers:




Heidi Tobias                                            Maggie Georgieva
Senior Manager of Distance Learning, Constant Contact   Inbound Marketing Manager, HubSpot
@htoby                                                  @mgieva
Challenge
            Image credit: Digitalnative
Top 3 challenges


  1   Getting people to respond to invites


  2   Getting people to pay attention to invites

  3   Minimizing no shows


Challenge
Agenda:

 1 What do you and your attendees want?
  2 Break through the noise
  3 What are your promo channels?
  4 Social media + events
Challenge
  6 Post-event activities & follow-up
WHAT DO YOU
AND YOUR
ATTENDEES
WANT?
What do you want to accomplish?

  Your why for having an event determines:


 1   Type and content


 2   Desired result


 3   How to measure ROI
What do
attendees
want?
Learn what attendees desire:


 1   What of our past events have you attended?


 2   Why do you attend events?


 3   What types of events interest you?


 4   What social media tools do you use?
     Ask the uncomfortable question about a previous event:
     “What didn’t you like about our last event?”
Top 3 things attendees want:


  1   What is in it for me?


  2   Why would I want to attend?

  3   What topics/trends drive a response?
Event success
     Event organizers wanted:

     • Increase attendees to events

     • Update perception of chapter

     • Fundraise for Sidney M. Oman
       Cancer Center

     Attendees wanted:

     • Something interesting to do
       while giving back

     • Attending an “It” event



11
Event success
What organizers achieved:
•    7,800 attendees
•    250 volunteers
•    Profit of $150,000
•    Increased engagement

What attendees received:
• A good time and doing
  something good
• New wines and a way to be
  involved
• Motivation & resources for
  next event



12
BREAK
THROUGH THE
NOISE –
PROMOTIONAL
FOUNDATIONS
Break through the noise


 1   Create objectives for you and your attendees


 2   Identify the right people and ways to promote


 3   Monitor before, during & after


 4   Use this info to make next event rock
Break through the noise

                  • People new and familiar
                  with you?

                  • What makes them the
                  same/ different?

                  • Influence in networks (local
                  and social)?


 Ideal
 Attendee
Where do they
look for info?
Break through the noise


   1   Create a steady stream of content


   2
       Stage timing to keep their
       interest

   3   Make each post
       unique & compelling
Promotional Foundation

Start with those who know you
and love you- Email Invites!

• Branding is important
   •   79% of respondents said they hit
       the "report spam" button when
       they don't know who the sender
       is.-Email Sender and Provider Coalition
• Show your personality
• Use a subject line & headline
  that captures and keeps
  attention
• Personalize the message to                       79% hit the "report
  each recipient                                   spam" button when
• Provide event details                           they don't know who
                                                 the sender is.-Email Sender
                                                      and Provider Coalition
Engage with Video in   Today, 71% of the U.S. online
                          audience watches video on the
Email Invites             internet, and the number of
                          streams consumed should more
                          than double by 2013 – Forrester
                          Research 2009


                       Video in email can increase click-
                          through rates by as much as
                          three-hundred percent – Forrester
                          Research 2009




                                Do your invites do
                                more than just ask
                                people to come?
Promotional Foundation




                  How do you know if your invites did their job?




                           Invitees share in
                             Social Media
3 weeks:
 5 weeks:                                         Reminder, speaker
                                                 info & discounts
Personal email invites




                          1 week:
                         Don’t miss email with
                           social media.
Use shareworthy
content:
-Showcase speakers and
related content
-Feature reviews from past
events
-Use the words that
attendees use, not internal
jargon




                               Design for
                              sharing and
                                search
WHAT ARE
YOUR PROMO
CHANNELS?
Eggs

Flour

        Butter

Sugar



  Chocolate
                   Milk
                          Image credit: sassyradish
Blog

Email

       Social
       Media
                           Promotion
Paid



  Referrals          Other
                   Campaigns
Build
Registration
   Page
What to Include on your Landing Page:


  1   Compelling copy and images


  2   Speaker info


  3   Bullet points


  4   Social media sharing links
Create a Call-to-
    Action
Email
Community
Create a
Blog Post
Don‘t
Forget!
Create
Video
Write Press
Release
Use Ads
Post on
Social
Media
SOCIAL MEDIA +
EVENTS=
SUCCESS WHAT
AND HOW IT
WORKS
Social Media + Events = Success
       A tool is not a strategy. Strategy is about communication and
       conversation
                  Clearly defined goals
                  Leveraged networks of participants (speakers & attendees)
                  Measurement of success


         Communication
         What will the event be                                   Tools
         about?                                                         Social Networks
         Who will be there?                                             YouTube Video
         Why is the event important?
                                                                     Location-based apps
         Conversation
                                                                               Email
         “Do not miss it!”
         “At this year’s event…”
         “Hear them speak…”

Copyright © 2011 Constant Contact, Inc.
37
Social Media + Events = Success
 Use communications on social networks to create awareness
 and enthusiasm to attend
Facebook + Events= Success

 1   Register right from Facebook


 2   Talk with and respond to questions


 3   Encourage comments and likes
Facebook+ Events = Success
Consider a custom landing page to promote your event
Photos
                                and
                               Video
           Share
          materials
                      Share
                       via
                      Mobile

                                 During Event -
 Live
Updates

                                  Facebook
Twitter+ Events = Success
  Use Twitter to create a place online for conversations about the event


• Create and use a
  #hashtag for the event

• Thank each sponsor for
  the contribution they’ve
  provided.
       Include their handles in
        the tweet

• Raise awareness
     Guess Speakers
     Topic & Issues
      addressed
Twitter + At Events= Success

  1   Attendees tweet using #hashtag


  2   Live feed of photos & videos


  3   Add their handles to name tags




                       Twitter has 165 Million Users –
                       50% of them use Twitter Mobile.
                       –Mashable.com, “Mobile by the Numbers
LinkedIn + Events = Success

 Join LinkedIn Groups
  Join Groups where the
   people you want to attend
   participate.

  Can’t find one? Start one
   and nurture the conversation.

  Ask questions in the group
      – Follow up with those who
        posted
      – Answer questions asked of
        you




 Understand your connections through
    InMap:
    http://inmaps.linkedinlabs.com/
LinkedIn + Events = Success

 Promote your
 event in your
 profile and on
 your updates

                       Invite your
                       LinkedIn
                       connections



       Live updates
       from event in
       status
       updates and
       groups
YouTube + Events = Success

                 Create a strong desire to attend with
                 a video

                 Promote your event on your website or email and
                 include a YouTube video

                        Guest speakers
                        Activities
                        Success stories


                 Increase attendance with videos.
Mobile + Events = Success

                                            Do you have a Foursquare venue?
                                             Create a location to check in

                                            Co-marketing with local businesses?
                                             Drive traffic to each other

                                            Leave a tip or review about your
                                             event

                                            Leave a “To Do” about your event

                                            Scavenger hunt around event
                                                  –   Hints in tips area
                                                  –    Understand interests of people
                                                      checking in (profile info)

   Location-Based Services information
   http://www.socialquickstarter.com
• Watch how many and who
                                  has checked in

                                • Review comments, tips and
                                  to do’s left by attendees

                                • Watch for instant feedback
Real information in real time         – Negative comments
                                        about the food
                                      – Problems with the
                                        facility



  How can you use
   mobile at the
      event?
Mobile + Events = Success
 Consider using QR Codes to keep the interaction going

    Direct to web-based event
     information
    Get feedback via a poll or short
     survey
    Access video content that is
     complementary to the event
     objectives
    Access live Twitter stream
     focused on event #hashtag                               How do I build? -http://bit.ly/
                                                             Add- .qr at end of shortened url
    Direct access to Facebook
     event


     QR Code information http://www.socialquickstarter.com
POST-EVENT &
FOLLOW-UP
Image credit: s.alt
Post-Event Activities:


 1   Archive Event Materials


 2   Distribute Archives


 3   Collect Feedback


 4   Promote Next Event
Post-Event Activities:


 1   Archive Event Materials
Archives
 Matter
Archives
Post-Event Activities:




 2   Distribute Archives
Distribution
Post on Website
“Get all the slides,   Email
handouts and even      Folks
the Flickr stream.”
Announce
on Twitter
Photos on
Facebook
SlideShare             YouTube



             Other
             Sites

              Flickr
Post-Event Activities:




 3   Collect Feedback
Photo Credit Dunbar Gardens :




                                 Collect
                                Insights
Launch
Survey
What to Ask in a Survey:


1   Were you satisfied with the content?


2   How likely are you to come again?


3   Will you refer others?


4   What did you like or not like
    about the event?
Facebook
   Poll
Review Twitter
  Hashtag
Coverage
Post-Event Activities:




 4   Promote Next Event
“Check out the list of   Call-to-Action
existing groups…”
Calendar
Save the URL
Next Steps:


 1
     See how event marketing works in a live tour
     from Constant Contact:
     http://conta.cc/EasyEvents



 2   Learn how to leverage inbound marketing to
     promote your events with HubSpot:
     www.HubSpot.com/demo
THANK
 YOU
Q&A

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How to Excel at Event Marketing with Social Media

  • 1. How to Excel at Event Marketing
  • 2. Meet today’s speakers: Heidi Tobias Maggie Georgieva Senior Manager of Distance Learning, Constant Contact Inbound Marketing Manager, HubSpot @htoby @mgieva
  • 3. Challenge Image credit: Digitalnative
  • 4. Top 3 challenges 1 Getting people to respond to invites 2 Getting people to pay attention to invites 3 Minimizing no shows Challenge
  • 5. Agenda: 1 What do you and your attendees want? 2 Break through the noise 3 What are your promo channels? 4 Social media + events Challenge 6 Post-event activities & follow-up
  • 6. WHAT DO YOU AND YOUR ATTENDEES WANT?
  • 7. What do you want to accomplish? Your why for having an event determines: 1 Type and content 2 Desired result 3 How to measure ROI
  • 9. Learn what attendees desire: 1 What of our past events have you attended? 2 Why do you attend events? 3 What types of events interest you? 4 What social media tools do you use? Ask the uncomfortable question about a previous event: “What didn’t you like about our last event?”
  • 10. Top 3 things attendees want: 1 What is in it for me? 2 Why would I want to attend? 3 What topics/trends drive a response?
  • 11. Event success Event organizers wanted: • Increase attendees to events • Update perception of chapter • Fundraise for Sidney M. Oman Cancer Center Attendees wanted: • Something interesting to do while giving back • Attending an “It” event 11
  • 12. Event success What organizers achieved: • 7,800 attendees • 250 volunteers • Profit of $150,000 • Increased engagement What attendees received: • A good time and doing something good • New wines and a way to be involved • Motivation & resources for next event 12
  • 14. Break through the noise 1 Create objectives for you and your attendees 2 Identify the right people and ways to promote 3 Monitor before, during & after 4 Use this info to make next event rock
  • 15. Break through the noise • People new and familiar with you? • What makes them the same/ different? • Influence in networks (local and social)? Ideal Attendee
  • 16. Where do they look for info?
  • 17. Break through the noise 1 Create a steady stream of content 2 Stage timing to keep their interest 3 Make each post unique & compelling
  • 18. Promotional Foundation Start with those who know you and love you- Email Invites! • Branding is important • 79% of respondents said they hit the "report spam" button when they don't know who the sender is.-Email Sender and Provider Coalition • Show your personality • Use a subject line & headline that captures and keeps attention • Personalize the message to 79% hit the "report each recipient spam" button when • Provide event details they don't know who the sender is.-Email Sender and Provider Coalition
  • 19. Engage with Video in Today, 71% of the U.S. online audience watches video on the Email Invites internet, and the number of streams consumed should more than double by 2013 – Forrester Research 2009 Video in email can increase click- through rates by as much as three-hundred percent – Forrester Research 2009 Do your invites do more than just ask people to come?
  • 20. Promotional Foundation How do you know if your invites did their job? Invitees share in Social Media
  • 21. 3 weeks: 5 weeks: Reminder, speaker info & discounts Personal email invites 1 week: Don’t miss email with social media.
  • 22. Use shareworthy content: -Showcase speakers and related content -Feature reviews from past events -Use the words that attendees use, not internal jargon Design for sharing and search
  • 24. Eggs Flour Butter Sugar Chocolate Milk Image credit: sassyradish
  • 25. Blog Email Social Media Promotion Paid Referrals Other Campaigns
  • 27. What to Include on your Landing Page: 1 Compelling copy and images 2 Speaker info 3 Bullet points 4 Social media sharing links
  • 36. SOCIAL MEDIA + EVENTS= SUCCESS WHAT AND HOW IT WORKS
  • 37. Social Media + Events = Success A tool is not a strategy. Strategy is about communication and conversation  Clearly defined goals  Leveraged networks of participants (speakers & attendees)  Measurement of success Communication What will the event be Tools about? Social Networks Who will be there? YouTube Video Why is the event important? Location-based apps Conversation Email “Do not miss it!” “At this year’s event…” “Hear them speak…” Copyright © 2011 Constant Contact, Inc. 37
  • 38. Social Media + Events = Success Use communications on social networks to create awareness and enthusiasm to attend
  • 39. Facebook + Events= Success 1 Register right from Facebook 2 Talk with and respond to questions 3 Encourage comments and likes
  • 40. Facebook+ Events = Success Consider a custom landing page to promote your event
  • 41. Photos and Video Share materials Share via Mobile During Event - Live Updates Facebook
  • 42. Twitter+ Events = Success Use Twitter to create a place online for conversations about the event • Create and use a #hashtag for the event • Thank each sponsor for the contribution they’ve provided.  Include their handles in the tweet • Raise awareness  Guess Speakers  Topic & Issues addressed
  • 43. Twitter + At Events= Success 1 Attendees tweet using #hashtag 2 Live feed of photos & videos 3 Add their handles to name tags Twitter has 165 Million Users – 50% of them use Twitter Mobile. –Mashable.com, “Mobile by the Numbers
  • 44. LinkedIn + Events = Success Join LinkedIn Groups  Join Groups where the people you want to attend participate.  Can’t find one? Start one and nurture the conversation.  Ask questions in the group – Follow up with those who posted – Answer questions asked of you Understand your connections through InMap: http://inmaps.linkedinlabs.com/
  • 45. LinkedIn + Events = Success Promote your event in your profile and on your updates Invite your LinkedIn connections Live updates from event in status updates and groups
  • 46. YouTube + Events = Success Create a strong desire to attend with a video Promote your event on your website or email and include a YouTube video  Guest speakers  Activities  Success stories Increase attendance with videos.
  • 47. Mobile + Events = Success  Do you have a Foursquare venue? Create a location to check in  Co-marketing with local businesses? Drive traffic to each other  Leave a tip or review about your event  Leave a “To Do” about your event  Scavenger hunt around event – Hints in tips area – Understand interests of people checking in (profile info) Location-Based Services information http://www.socialquickstarter.com
  • 48. • Watch how many and who has checked in • Review comments, tips and to do’s left by attendees • Watch for instant feedback Real information in real time – Negative comments about the food – Problems with the facility How can you use mobile at the event?
  • 49. Mobile + Events = Success Consider using QR Codes to keep the interaction going  Direct to web-based event information  Get feedback via a poll or short survey  Access video content that is complementary to the event objectives  Access live Twitter stream focused on event #hashtag How do I build? -http://bit.ly/ Add- .qr at end of shortened url  Direct access to Facebook event QR Code information http://www.socialquickstarter.com
  • 52. Post-Event Activities: 1 Archive Event Materials 2 Distribute Archives 3 Collect Feedback 4 Promote Next Event
  • 53. Post-Event Activities: 1 Archive Event Materials
  • 56. Post-Event Activities: 2 Distribute Archives
  • 59. “Get all the slides, Email handouts and even Folks the Flickr stream.”
  • 62. SlideShare YouTube Other Sites Flickr
  • 63. Post-Event Activities: 3 Collect Feedback
  • 64. Photo Credit Dunbar Gardens : Collect Insights
  • 66. What to Ask in a Survey: 1 Were you satisfied with the content? 2 How likely are you to come again? 3 Will you refer others? 4 What did you like or not like about the event?
  • 67. Facebook Poll
  • 68. Review Twitter Hashtag
  • 70. Post-Event Activities: 4 Promote Next Event
  • 71. “Check out the list of Call-to-Action existing groups…”
  • 74. Next Steps: 1 See how event marketing works in a live tour from Constant Contact: http://conta.cc/EasyEvents 2 Learn how to leverage inbound marketing to promote your events with HubSpot: www.HubSpot.com/demo
  • 76. Q&A