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. In 2010, 6 out of 10 event planners
were unlikely to use social tools.
source: Constant Contact survey, 931 respondents, 2010

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. 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. 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. proactive, reactive, user-generated
content
marketing
what follows is a roundup of tools and ideas
to stretch buzz across event envelopes

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. hybrid events interactive live broadcast,
then available on-demand

9. hybrid events interactive live broadcast,
then available on-demand

10. instant interactivity, later available on-demand

11. hybrid events interactive live broadcast,
then available on-demand
60K views

12. social
publishing
for
your
whitepapers
and
reports

13. social
publishing
for
your
whitepapers
and
reports

14. social
publishing
via
QR
code

15. kaywa

16. social
publishing
via

17. creative
repurposing:
whitepaper
to
eyecandy
branded
infographics

18. visual
nicely do
ne Julia! content
curation

19. A
very
pinteresting
microsite
for
an
annual
corporate
meeting.

20. building anticipation
for the event with
personalized content

21. raising
the
visibility
of
brand
advocates
personalization beyond the name badge...would this
social recognition resonate with your delegates?

22. welcome!
customized
building anticipation for the event:
a personalized campaign designed
to stop the "summer melt"

23. raising the visibility of brand advocates, volunteers, interns...
social contests resonate for GenY

24. image: A. Strakey
to create truly responsive content, we need to do some
social
media
listening
eavesdrop
on
brand
conversations

25. Build
a
listening
station

26. social
media
listening

27. realtime
feedback
:
audience generated content

28. realtime
feedback
:
audience generated content
twitterfall

29. realtime
feedback
:
audience generated content

30. curating audience generated content

31. making the ask
engagement tool

32. making the ask
extension available

33. making the ask
Facebook polling
image by: @Doug88888

34. polling minus the
permission creep
with
a
little
help
from
photoshop

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. ask
for
photos
from
past
events
photosharing

37. beyond
...
...
cross-­‐platform
publishing

38. contest microsite

39. incentivizing
people
to
share
event
information
and
the
prize?
social
recognition

40. user-generated content
drives engagement

41. affiliate
eople
to
share
marketing
incentivizing
p
event
event
information
5,334 entries

42. contests
incentivizing
people
to
share
your
event
information
Thank you Debbie Laskey for discovering/pinning these contest examples!

43. geo-­‐social
networking
@
events
user-generated content

44. 33% increase foot traffic
100 randomly awarded $5 or $10 gift cards
results: increased fan base by 600,000 in 1 day

45. geo-­‐social
networking
@
events

46. ambient digital discoverability
geo-­‐social
networking
@
events

47. geo-­‐social
networking
@
events
social
seating

48. tools for event publicity & promotion
the social
media news
release

50. pitching journalists online

51. social media event listings

52. increase event
discoverability

53. social media event listings
ask
speakers
to
indicate
they
are
“attending”

54. social
media
event
listings

55. ask
attendees
to
add
event
to
their
social
planners

56. event promotion
save
the
date
integration

57. 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

58. amazing
mobile-­‐optimized
free
email
templates

59. provide
delegates
with
a
free
app
to
access
schedule,
exhibitor
lists
&
maps
enrich on-site experience and publish event info to virtual attendees

60. DIY mobile app development -- and it's free

61. event promotion
blogger
outreach
the exclusivity factor

62. the quest for influencers
“Klout
helps
us
sift
through
the
hordes
of
bloggers.”
~
PR
Pro

63. the exclusivity factor

64. “The
Klout
for
conferences.”
~
Techcrunch

65. 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

66. gamification
engines
for
event
promotion

67. gamification
for
event
promotion

68. gamification
of
charity
events

69. and one last tip:
get
a
cute
spokespet
well... it *is* the Internet!

70. image: tannakawho
about
the
presenter
:
Sidneyeve Matrix is a media professor
and digital marketing trends analyst.
Connect via twitter.com/sidneyeve