How Social Media Can Increase Your Event s Attendance, Participation and Christie Bierlein Sales & Marketing Director

Transcription

1 How Social Media Can Increase Your Event s Attendance, Christie Bierlein Sales & Marketing Director Ashley Smith Communications & Creative Designer Participation and Sales

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3 Social networks have only been around for a little over 10 years, but have grown rapidly in that time.

4 QUICK STATS 78% of the U.S. population has a social network account The average user logs 1.72 hours per day on social platforms Facebook shares have the greatest influence on Google search rankings in the U.S. Videos, photos, and questions are more engaging than all other post types. The average consumer mentions brands 90 times a week with family and friends 64% of Twitter users and 51% of Facebook users are more likely to buy the products of brands they follow online 50% of shoppers have made a purchase based on a recommendation through a social media network Only 41% of U.S. small businesses use Facebook 49% of consumers like a Facebook page to support the Brand

5 GENERAL PRACTICES

6 GENERAL PRACTICES Develop Your Brand s Personality Social media is a business direct connection to its customers. Show the fun side of your business when interacting on social media. Don t be afraid to engage with your fans. Users respond positively to a business that feels like a friend. In order to keep a consistent voice, limit the number of social managers on your accounts.

7 CONTENT EXAMPLE

8 CONTENT EXAMPLE

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10 GENERAL PRACTICES Planning Content Creating content is only as hard as you make it! If you think it sounds boring, so will others. Short and sweet is the answer. Utilize user generated photos on social networks or in your blog. Make sure to ask permission and give credit. The same content can be used on multiple platforms, but make sure to switch it up so the experience is different on all of your networks. BUT, follow the rules of the platform.

11 Post on Facebook The Add it to a listing on the website BLOG POST Include in next enewsletter 3-to-5 Rule Link images to albums on social networks Add links to related blog posts

12 Post on Facebook The Add it to Pinterest PHOTO Add to Instagram 3-to-5 Rule Tweet the blog Embed into a relevant blog

13 Share on Facebook The Add it to a listing on the website EVENT Include in next enewsletter 3-to-5 Rule Tweet the blog Write blog post about event

14 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS Missed Out Monday Blog Promotion Where Is It Wednesday CVB Throwback Thursday Foto Friday Interaction & Curated Content MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS Merchandis e Monday Deal Day Restaurant How Its Made Throwback Thursday Curated Food Shot Interaction & Curated Content CONTENT EXAMPLE

15 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS Fan Photos Blog Promotion Attractions What Is It Wednesday Throwback Thursday Find It Friday Interaction & Curated Content MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS Tips Deal Day Services Our Team s Favorites Throwback Thursday Testimonial Interaction & Curated Content CONTENT EXAMPLE

16 GENERAL PRACTICES Creating a Content Calendar The key to consistently posting great content is planning before you post. Visit nationaldaycalendar.com and look for national days that you can relate back to your business. Make it a goal to post everyday or every other day. Buuuuut don t post something just to be active! Quality over quantity.

17 1. Can easily be created in Excel 2. Design in Google Sheets to seamlessly share with staff members 3. Create a calendar in Google so you can receive daily notifications CALENDAR EXAMPLE

18 CALENDAR EXAMPLE

19 GENERAL PRACTICES Hashtags are #important A hashtag is basically a search term. Using a hashtag on a post allows that content to be cataloged and seen when people search for the tag. Also helpful for users to discover new accounts or gain new followers. Before adding hashtags to a post, search the tag to ensure it will be seen by a relevant audience. Can be used on Twitter and Instagram very effectively.

20 1. When typing a hashtag in your caption on Instagram or Twitter, the most used or most popular hashtag starting with those characters will appear. HASHTAG SEARCH

21 HASHTAG FAILS

22 GENERAL PRACTICES How to Pick the Perfect Hashtag for Your Business Should feel natural for the fan to use, make sense and relate to your business. If you have a well-known tagline or unique business name, either of those make perfect hashtags! Search for considered tags on social networks to see if it is already being used regularly by another business. Hashtags perform better when they are short, but you should only use abbreviations if people regularly associate it with the full word (Ex. #ATL = Atlanta)

23 @frankenmuth #DepictTheD #FindNewRoads #OnePride HASHTAG EXAMPLE

24 GENERAL PRACTICES Engaging with Fans Your followers want to feel like there is someone on the other side of the screen. Interact with users by responding to comments made on your posts and liking post shares. Be funny when appropriate!

25 ENGAGEMENT EXAMPLE

26 GENERAL PRACTICES Gaining New Fans Through Generic Ads Running a general Brand Awareness campaign can increase your number of followers for a relatively low cost. Easily customize your ad s audience using location, age, interests, demographics, and behaviors.

27 The Before, During & After of Social Media and Your Upcoming Event

28 BEFORE

29 BEFORE Set Up Your Facebook Business Page If you don t already have a Business Page or a personal page! you ll need to set one up. Easily set up a Business Page by clicking the top right dropdown, then Create Page Take time to explore your settings and tabs to customize your page to fit your business.

30 BEFORE Creating An Event To create an event page, go to your Business Page and select Create an event from the publishing box. Depending on the type of event, you ll want to create the event page at least days prior to the event s date.

31 1. Select Create an Event CREATING AN EVENT

32 1. Set your event photo, event name, location, start date/time and end date/time. CREATING AN EVENT

33 1. Select event category 2. Enter description & keywords for your event 3. If there are tickets or a registration page, insert the link in Ticket URL

34 1. Add cohost, if any 2. Set posting limits 3. Then, Publish! CREATING AN EVENT

35 Proposed Posting Schedule for Event (Can vary depending on type of event and date) 2-3 MONTHS OUT 1-2 MONTHS OUT 2-4 WEEKS OUT Registration opens Reveal contest and rules Registration reminder Event schedule New activities during event added (ex. New speaker, presentation, etc.) What to expect Contest reminder Late registration reminder EVENT SOCIAL CALENDAR

36 BEFORE Basic Ways to Increase Event Attendance Inviting event/page followers to adjust their notifications to receive all will keep them up to date on everything posted. Consider hosting a contest or drawing to peak interest. If the event is open to the public, generate ads to promote the event. Look for Facebook pages with audiences you want to reach and post on those pages.

37 From the Facebook homepage 1.Click the dropdown menu 2.Select Create Ads to go to FB Ads Manager PROMOTING AN EVENT

38 PROMOTING AN EVENT

39 1. Select Engagement 2. Enter your Campaign Name 3. Select Event Responses 4. Select Continue PROMOTING AN EVENT

40 Next, you ll create your audience and set your budget PROMOTING AN EVENT

41 1. Enter your target Locations 2. Enter your target Age Range 3. Enter target Gender PROMOTING AN EVENT

42 1. While you customize your audience, pay attention to this bar on the right. It will tell you if your audience is too specific or not defined enough. 2. It will also tell you your estimated daily reach for the targets you have chosen and the budget you have selected PROMOTING AN EVENT

43 1. Select interest targets 2. Add Connection PROMOTING AN EVENT

44 Next, select your Placements. 1. We recommend Automatic Placements PROMOTING AN EVENT

45 1. Decide on budget amount Lifetime or Daily? 2. Set Schedule PROMOTING AN EVENT

46 Then, develop your ad creative PROMOTING AN EVENT

47 1.Select format single image, single video, or photo slideshow PROMOTING AN EVENT

48 1.Add up to six images to diversify your ad PROMOTING AN EVENT

49 1. Choose the FB event you want to advertise. 2. Connect Your Page PROMOTING AN EVENT

50 To view all ads currently running, previously run, or to check on the status of an ad 1. Click Ads Manager dropdown in top left corner 2. Then Ads Manager from dropdown PROMOTING AN EVENT

51 BEFORE To App or Not to App If considering a mobile app for your conference or meeting, make sure it enhances the experience. Great examples of conference apps include schedule management and speaker and attendee interactions. Ask yourself: Is the cost worth the return?

52 DURING

53 DURING So Your Event is Happening Now What? Designate a social manager for the event. This person will monitor hashtag use and share engaging content from attendees while it s happening. Post frequent updates to Twitter and Facebook as the event is unfolding. Use Instagram for posting photos when appropriate.

54 DURING Getting Your Attendees Involved Make sure your selected hashtag is front and center and your representatives encourage guests to use the tag and post. Consider featuring a photo booth with direct social sharing or a social wall during your event.

55 DURING Livestreaming Can be done on Facebook, Instagram and Twitter. Twitter requires you to download the Periscope App and Instagram Live videos cannot be viewed on Instagram after they end, making Facebook the best way to go live. It should be a teaser of your event. If users can expect to see the whole conference via livestream, what is the incentive to attend? No longer than 2-3 minutes, depending on the content.

56 AFTER

57 AFTER Follow Up Is Key Share montage/wrap up video or photo album after event s conclusion and thank attendees for coming. Post save the date for the next event or next years event if it s annual. Create blog to share speaker summaries, links, and videos. In follow up s, invite attendees to follow your pages for up to date info on upcoming events and the industry.

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59 QUESTIONS?