1 + Marketing Your Event Using Social Media on Twi4er for more B2B Social Marke:ng insights and conversa:ons!
2 Leverage Social Media for Your Event Leverage the power of social media to create buzz and promote an event no matter how big or small! Engage your customers and prospects to attend, and get them sharing your event information and ideas with their social networks. Keep the conversation going with, and between, attendees and their social networks after your event is over. Remember, your target audiences has lots of event choices use social media or risk getting lost in the noise!
3 Social Media Planning Stages 1. Pre-Event PROMOTION 2. During Event ENGAGEMENT 3. Post Event CONVERSATION Listen Build AWARENESS Listen & Engage Generate ACTIVITY Keep Conversation Going Develop ADVOCACY Use social media to make your customers and prospects aware of the event Get attendees participating during the event via social media Generate positive social media conversations after the event
4 Social Media Process Your Event Key Messaging Content Types Social Tools & Platforms Target Attendees Blog Posts Customers Tweets Announcements Generate Awareness & Buzz Videos Prospects News Releases Comments Status Updates RSVP s Partners Polls & Surveys Contests Influencers Games Offers White papers Create Engagement & Advocacy Presentations Advertising
5 It Starts with Listening Set up Web and social media alerts to find out what people are saying about your brand, product, or service. Discover which news sites, social networks, blogs, groups or forums are generating conversations. Monitor brand conversations pre, during, and post event and start engaging!
6 How to Get Started? 1. Determine your social media goals for the event 2. Understand the social profile of your target attendees 3. Develop your social media plan 4. Pick the social media tools you ll use to attract, engage, and mobilize your target attendees 5. Track and measure progress along the way
7 1. Determine Your Social Media Goals Create awareness and buzz with your customers, prospects, partners, and other target attendees? Drive engagement during the event? Build relationships and advocacy post event? All of the Above! Reach Audience Engage Attendees Build Relationship
8 2. Understand Your Attendee s ProFile What are they saying online about your brand or product? What social networks do they belong to? (e.g., Facebook) Do they read, share, and/or create social content? (e.g., blogs, YouTube, Twitter, LinkedIn) How active are they on the Social Web?
9 3. Develop Your Social Media Plan 1. Prepare your overall event description including key benefits, target audience, graphics, etc. 2. Determine your social media success metrics: Social media traffic coming to event registration page (pre event) Social media event mentions and shares (pre, during, and post event) Social media views/downloads of event content (post event) Increase in followers, fans, connections, etc. (pre, during, post event) Sales or leads generated from social media (post event) 3. Plan event timeline - start social media efforts at least 30-days before small events (e.g., Webinar) and 180 days before large events (e.g., conference) 4. Socially-enable your event registration thank you page. 5. Enable social media tracking (Web analytics) on registration pages. 6. Pick social media tools to use pre, during, and post event.
10 4. Pre- Event Promotion Social Tools To do List Descrip.on How to Use Tools Set- up Social Monitoring Monitor Social Web for brand and product related keyword men:ons. Set up alerts for brand and product keywords ; hear what people are saying and find out where they re talking. Add Social Event Pages Add your event to LinkedIn and create event page on Facebook. Invite LinkedIn connec:ons and Facebook fans to register for your event. Event pages should include event graphic, descrip:on, and registra:on link. Create Hashtag for Twi=er Set up dedicated Twi4er keyword phrase (Hashtag) for your event. Reference hashtag in invites, tweets, blog posts, etc. when promo:ng event. Create Social Profiles For large events, set up Twi4er profile and Facebook page. Build audience for event Twi4er and Facebook profiles. Leverage as channels to promote and engage target a4endees. Create Blog for Conference For large events, create blog for event. Blog about upcoming event speakers, topics, happenings, sponsors, etc. Do Conference Videos For large events, create event related video and post on YouTube. Post YouTube video about your event highligh:ng topic, target a4endees, benefits, etc. Share using social tools.
11 Pre- Event Promotion Social Tools To do List Descrip.on How to Use Tools Issue News Releases Promote on Twi=er Promote on LinkedIn Promote on Facebook Launch Social Contest Promote your event using online news release services. Tweet daily and increase frequency as event date approaches. Promote event to LinkedIn social network. Post daily about event on Facebook pages. For large events, consider launching social contest. Issue news release announcing event, benefits, target audience, date, loca:on, etc. Use Twi4er to promote event, speakers, topics, a4endees, benefits, etc. Use share an update to announce. Send personal invites to your connec:ons. Leverage Facebook to promote the event. Besides event pages, also do frequent newsfeed updates about your event. Create social contest or sweepstakes that targets a4endees in fun and interes:ng ways. Promote on social networks. Promote on Groups and Forums Find groups and forums where target a4endees par:cipate, and talk about your event. Par:cipate in discussions on relevant LinkedIn groups and men:on upcoming event.
12 Pre- Event Promotion Social Tools To do List Descrip.on How to Use Tools Promote on Other Blogs Comment about event on related blogs. Find relevant blogs and comment on posts about your upcoming event. Adver.se on Social Network For large events, consider adver:sing on social networks. Buy adver:sing on Twi4er, LinkedIn, and Facebook to reach target a4endees. Get Partners to Promote Event sk speakers, partners, vendors, sponsors, key a4endees to promote. Make sure they know Twi4er hashtag, event social pages, registra:on link, etc. and prompt them to promote ouen. Any and all tools
13 Pre- Event Promotion Examples Webinar Event Pages Event Updates Inviting everyone to our upcoming tech Webinar #techwebinar Event Tweets
14 During Event Engagement Social Tools To do List Descrip.on How to Use Tools Monitor Social Web Monitor Social Web for event hashtag and related men:ons. Monitor Social Web for what people are saying during event; and respond to ques:ons and comments in real- :me. Engage on Twi=er Tweet out frequently during event. Encourage a4endees to tweet. Tweet out highlights, key ques:ons, updates, etc. Respond to a4endee tweets in real- :me. Engage on LinkedIn Use LinkedIn to post Share an update and connect with key a4endees. Let social network know that have joined event and monitor network updates and engage. Connect to key a4endees. Engage on Facebook Post event updates to Facebook newsfeed. Post highlights, key ques:ons, updates, polls, photos, etc. to Facebook newsfeed and pages. Upload Videos For large events, upload event- related videos to YouTube. Post YouTube event videos: sessions, interviews, updates, etc. Share using social tools. Blog about Event For large events, do blogging during event. Blog about presenta:ons, speakers, a4endees, updates, happenings, sponsors, etc.
15 During Event Engagement Social Tools To do List Descrip.on How to Use Tools Upload Presenta.ons Upload Photos Launch On- Site Contest For large events, upload presenta:ons and post on social sites. For large events, upload event photos and post on social sites. For large events, consider launching Loca:on- based contest. Post presenta:ons and related documents. Post event photos: sessions, interviews, updates, etc. Share using social tools. Generate a4endee engagement with check- ins related contests and sweepstakes.
16 Post Frequent Updates During Event Post event updates, videos, and pictures to the Facebook and YouTube. Tweet tips, key points, questions asked, highlights during event. Blog about event news and happenings. Monitor and respond to comments and questions.
17 Post Event Conversation Social Tools To do List Descrip.on How to Use Tools Monitor Social Web Monitor Social Web for event hashtag and related men:ons. Monitor Social Web for what people are saying post- event; and respond to ques:ons and comments in real- :me. Engage on Twi=er Post- event tweets. Tweet out event highlights, a4endee and speaker thank you s; respond to a4endee tweets, etc. Share Event Document Post presenta:on so others can view and share. Share presenta:on on document sharing sites. Survey A=endees Send out event survey to a4endees. Share summary survey findings with a4endees. Share using social tools. Connect on LinkedIn Connect to speakers and a4endees Connect to speakers and key a4endees; respond to LinkedIn updates about your event. Update on Facebook Post event update to Facebook newsfeed. Post highlights, key findings, ques:ons, updates, presenta:on, survey results, etc. Wrap- Up Blog Post Write blog about what the event. Do wrap- up blog post referencing key findings, ques:ons, a4endance, etc.
18 Keep the Conversation Going After Event Survey attendees about event and share results. Socialize all your content presentations, interviews, speaker notes, whitepapers, etc. Link in to key attendees and prospects. How likely are you to recommend our event to a colleague? Thank attendees that tweeted about event. Leverage conversations to promote next event.
19 Social Media Plan Summary Pre-Event PROMOTION During Event ENGAGEMENT Post Event CONVERSATION Listen Create Facebook and LinkedIn event pages Get Twitter hashtag and use it Set up Twitter and Facebook pages Create event blog Do event video Issue event news release Talk about event on related groups and forums Comment about event on related blogs Launch social contest Advertise on relevant social networks Listen & Engage Do live Tweeting and blogging during event Update Facebook often Update and expand social network on LinkedIn Post and share event photos and presentations Do event videos Talk about event on related groups and forums Comment about event on related blogs Launch on-site social contest Monitor and respond to social comments Keep Conversation Going Survey attendees and share findings Post and share event-related content Tweet out thank you, key questions, comments, presentation, etc. Do wrap-up blog post on event Engage and expand social network on LinkedIn Comment about event on related blogs Start promoting your next event!
20 Track and Measure Your Progress Categories Key Questions Examples Social Audience Social Views Did the event help your total audience for your social media properties grow? How often was your event-related content viewed via social media? Twitter Followers, LinkedIn connections, YouTube and Blog subscribers Number of Facebook views, LinkedIn views, YouTube views, blog views Social Engagement Social Advocacy How often did your event attendees engage with you and each other via social media? How often was your event content being shared and recommended? Facebook wall posts, blog comments, brand mentions Facebook likes, Twitter retweets, positive reviews Social Referrals How many registrations, visits, clicks, and leads were generated from your social media efforts? Website visits, newsletter signups, referrals, product sales
21 Social Media Tools for Events Tools Descrip.on How to Use Stage Monitors Web for brand and keyword men:ons. Are you listening? Set up alerts for keywords related to your brand or product to hear what people are saying. Pre- Event During Event Post Event Social networking pla\orm for friends and family and (increasingly) brands. Create Facebook event page to promote to Facebook audience. Use newsfeed of brand page for event updates. Leverage for event related contests, polls, surveys. Pre- Event During Event Post Event Social networking and microblogging pla\orm for everyone. Build and engage relevant target a4endee audience. Build event awareness and engagement with frequent twee:ng. Pre- Event During Event Post Event Social networking pla\orm for business professionals. Create event page and post related comments to LinkedIn Groups. Adver:se event to target business professionals. Link in to key a4endees. Pre- Event During Event Post Event Most popular blogging pla\orm. Blog pre, during, and post event to generate awareness, comments, and conversa:ons. Pre- Event During Event Post Event Video- sharing pla\orm and 2 nd largest search- engine on the Web. Leverage (prior event )videos to generate interest in new event. Post videos of speakers and a4endees during and auer event. Pre- Event During Event Post Event
22 Social Media Tools for Events Tools Descrip.on How to Use Stage Online news release service. Issue online press release about event to generate buzz and awareness. Pre- Event Monitors Social Web and blogs for brand men:ons. Sends alerts. Monitor what people are saying about your brand, product, event on Twi4er, Facebook, etc. Pre- Event During Event Post Event Loca:on- based social network applica:on for mobile devices. Incorporate check- ins as part of event social ac:vi:es like contests. During Event Online photo management and sharing applica:on. Post and share event photos. During Event Post Event Online presenta:on and document management and sharing applica:on. Post and share event related presenta:ons and documents. During Event Post Event Web- based survey applica:on. Survey a4endees about event and share results. Post Event
23 Free Social Monitoring & Tracking Tools Tools Descrip.on URL Measures Monitors Web for brand and keyword men:ons. Sends alerts. Social Engagement Social Advocacy Monitors Social Web and blogs for brand men:ons. Sends alerts. Social Engagement Social Advocacy Insights Track interac:ons with fans and content within Facebook. Must be page admin to view. Social Views Social Engagement Social Advocacy Measures an individuals social influence. Want high Klout score folks recommending brand. Social Advocacy Link shortening tool that makes it easy to track and analyze clicks and referral sources. Social Referrals Monitors Twi4er for brand and keyword men:ons. Sends alerts. Social Engagement Social Advocacy Website and blog analy:cs that tracks unique visits; and inbound clicks from social referrals. Social Audience Social Views Social Referrals Insights Website and blog analy:cs that tracks unique visits; and inbound clicks from social referrals. adver:sing_insight Social Audience Social Views
24 Just Remember Before You Get Started Start social media efforts early. At least 30-days before small events (e.g., webinar) and 6-months before large events (e.g., conference). Social media is not an advertising campaign. It takes time to create awareness and buzz you won t see results right away. Include the event s registration links and social media handles on all your marketing materials (e.g., direct mail and marketing). Enable social sharing on registration thank you page so attendees can tell their network they registered for the event!
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