DIGITAL MARKETING FOR #EVENTPROFS

THE GUIDE TO

EVENTS

SOCIAL MEDIA: MASTERING THE BASICS

What platforms do your delegates use?

What do they use it for?

How can you add value?

How should you engage?

What do you want out of it?

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•  Mobile drives over 50% of all e-commerce traffic

•  More people own a mobile device than a toothbrush

•  The average person has a seven second attention span

•  By 2018, video will account for two thirds of mobile usage.

•  Heuristic behaviour demands phatic engagement

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Source: Social Media Revolution, Erik Qualman 2015

TRACK // MEASURE // REPEAT . .

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Is it engaging, shareable, actionable?

Decide on what tools you need to gauge success:

•  Facebook & Twitter tracking pixels to target communities.

•  Use trackable links on all social posts.

•  Google analytics to track click thrus.

•  Wordpress plugins to monitor audience source & stickiness.

•  Followerwonk to analyse followers.

•  Radian6 (Salesforce) to analyse sentiment.

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•  Not every platform suits every delegate or event

•  Be prepared to try new platforms, but don’t be afraid to drop them if

they don’t work out

•  Cross-pollenate & repurpose content for different audiences

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SOME FREE TOOLS TO GET YOU STARTED...

•  Bitly (https://bitly.com/)

•  Social Mention (www.socialmention.com)

•  Google Alerts (https://www.google.com/alerts)

•  Social Bro (www.socialbro.com/)

•  Hootsuite (www.hootsuite.com)

TO BUILD RELATIONSHIPS, YOU NEED A CONTENT PLAN

Your content plan must consider:

•  How you will measure success

•  Which platforms you will use

•  Frequency of content

•  How you leverage staff

•  Resources at your disposal

•  How much you generate

•  What you source from third parties

•  How to maximise social sharing

•  How to continue to engage before,

during and after the event

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DO NOT FALL AT THE . LAST HURDLE .

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Make sure SOMEONE is managing social media at the event.

Use an easy #hashtag to type on a smartphone.

Fave / retweet / share throughout the event.

Keep an eye out for hashtag hijacking.

Maintain a consistent tone of voice, don’t feed the trolls!

BECOME THE CENTRE OF THEIR UNIVERSE

So much potential content!

Videos

Photos

Guest blogs & vlogs

Sponsor product launches

Speaker quotes

Conference write-ups

Industry news

Interviews

Case studies

Opinion pieces

Destination info

Delegate stories

Live video

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Make it easy for contributors:

sponsors, exhibitors, speakers,

delegates and your team.

Become the #1 distributor of

everyone’s relevant content.

Amplify: give your contributors

the tools (ie sample tweets) to

share the content.

Keep tracking and analysing

how delegates engage with

different types of content.

Keep your content plan agile.

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THE GUIDE TO EVENTS

For more information, visit www.guideto.events

Photography credits: Benh Lieu Song Su Neko Ingrid Taylar Michael Coghlan Xiaojun Deng Amisom Public Information Habrda