you're invited: how to create buzz and drive attendance to your event using social media

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You’re Invited: How to Create Buzz and Drive Attendance to Your Event Using Social Media

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Promotion is the key to any successful event. By integrating social media promotions into your event plan, you can maximize attendance, reach your target audience, and build excitement for future events. From hosting an opening event at a new location to a product launch gala, using online promotion can mean the difference between a success and a flop. In this 451 Marketing Webinar, we’ll discuss how to promote a successful event before, during, and following the event. We’ll review best practices, tools, and case studies to ensure attendees walk away with a blueprint for promoting their next event online.

TRANSCRIPT

Page 1: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

You’re Invited: How to Create Buzz and Drive Attendance to

Your Event Using Social Media

Page 2: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Max Silver Social Media Training Manager

617-329-9835

[email protected]

www.linkedin.com/in/maxesilver

@maxesilver

www.451Marketing.com

Page 3: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

National Public Relations, Social Media, and Search Marketing Agency Founded in 2004

Headquartered in Boston with offices in New York and Los Angeles

65 Full-time staff, strong connections with gift guide media

Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts

About 451 Marketing

Page 4: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Evolution of Event Promotion

Page 5: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Online vs. Offline

Page 6: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Social media promotion increases ticket sales to that event by an

average of 30%* and helps reduce drop outs during booking.

*Data reported by event promotion and management company BookItBee

Page 7: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media
Page 8: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Agenda

• Intro to Event Promotion Strategy • Pre-Event • During Event • Post-Event • Case Studies • Q & A

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Social Media = Primary Weapon

Social media sites and blogs now account for approximately 27% of the total time* Americans spend

online.

*Data reported by Experian Marketing Services

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is NOT expensive

Social Media…

Page 11: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Social Media…

brings people to your landing page

Page 12: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Social media produces almost double the marketing leads

of trade shows, telemarketing, direct mail, or PPC.

Page 13: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Social Media…

is dynamic and self-propelling

Page 14: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Social Media Marketing can

Promoters Customers Visitors Strangers

Attract Convert Impress

Page 15: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Before the Event

Page 16: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Pre - Event Timeline

Announcement

Steady Promotion

Ramp Up Promotions

Final Push

6w 4w 3w 2w 1w

Page 17: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Where to start?

Page 18: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Event Landing Page

Page 19: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Create a shortened, customizable, trackable link for your event landing page

Get Stats: when and how many times people are clicking

Track from Day One

Page 20: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Track from Day One

Page 21: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

1.11 Billion Users

Confirmed and potential guestlist

Google Map of exact location

Direct link to ticket page

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Page 23: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

500 Million Users

Include important info: hashtags, bit.ly link, and event date

Get your connections to retweet

Get your speakers to promote

Page 24: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Ask for feedback Giveaway tickets

Spotlight Speaker Profiles

Show highlights from past events

Countdown the days

Crowdsource ideas

Page 25: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

225 Million Users

Page 26: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

343 Million Users

Use keywords that are popular search terms to boost your SEO

Page 27: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media
Page 28: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

100 Million Users 4B photos

Use description for call to action

Use relevant hashtags

Page 29: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Event Flyer

Attendee’s ticket confirmation

#BostonCalling

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48.7 Million Users

Make sure to edit pin to add event link as source

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#BostonCalling

Event Flyer

Event Headliners

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#YachtWeek

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1 Billion Users 72+ hours of video uploaded every min

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14 Million Users

Page 35: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media
Page 36: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Keep Your Content Fresh

Page 37: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

During the Event

Page 38: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

55% of mobile market in

US is smartphones -

129.4 million people

Why Use it During Your Event?

(Via comScore)

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#451webinar

Tweet highlights like statistics that are interesting to your audience

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#BostonCalling

Behind-the-scenes content

Up-to-the-minute updates

Thoughts and reflections

Immediate audience feedback

Respond to inquiries

Page 42: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Add context with multimedia

Page 43: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

#BostonCalling

Page 44: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

After the Event

Page 45: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media
Page 46: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Thank attendees

Thank sponsors

Respond

Congratulate winners

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#BostonCalling

Highlights

Crowds

Attendee Showcase

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#BostonCalling

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Twitter proved to be an instrumental tool in attracting business leaders to and engaging them at BBJ events.

Case Study: Boston Business Journal

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Case Study: Boston Business Journal

Goal Create buzz and engagement around their signature events online

Approach 451 Marketing designed and executed an event promotion and live-tweeting strategy that included establishing hashtags for all BBJ signature events, pre-event promotion to create buzz amongst attendees and honorees, and live event coverage.

Results • Over 51 million impressions for BBJ

events, advertisers, and sponsors • The BBJ Twitter handle grew more

than 360% - from 4,400 to over 16,000

Page 53: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Takeaways:

• Start at least a month in advance • Promote across several different platforms • Create a hashtag to brand your event • Schedule your tweets beforehand • Add multimedia – photos, videos, links - whenever possible • Be attentive and responsive to comments and inquiries

from potential attendees. Follow up before, during, and after your event

• Curate content from your event participants

Page 54: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

Questions?

Page 55: You're Invited: How to Create Buzz and Drive Attendance  to Your Event Using Social Media

You’re Invited: How to Create Buzz and Drive Attendance to

Your Event Using Social Media