Author: Jen

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Event social media marketing

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How can event planners differentiate their event social media marketing?

Hypothetically speaking let’s say an event planner secures a speaker with a very active social media profile. Let’s imagine it is Google’s CEO, Eric Schmidt, first on the list of top 10 CEOs using Twitter, with 2.34 million followers. Let’s take this dream scenario to the next level, Eric is so impressed by the content of the event he happily ‘boasts’ he is speaking on more than one occasion. Job done?

Event planners have every reason to believe they have hit the jackpot, especially since research conducted by CEO.com revealed social media adoption is sluggish among Fortune 500 CEOs: 61% are not active on any of the major social networks, so this is a dream situation.

Let’s get back to reality, when it comes to event social media marketing a robust plan should be launched at least 14 weeks out from the event date.

Recently, Best Case Scenario was approached by an organisation who had an established event but wanted to increase their delegate attendance by 30%.  This wasn’t an unrealistic goal, we researched their target audience in terms of potential growth and also reviewed the event’s social media footprint.

We were very impressed with the volume of attendee-generated content during and post-event. To us, this was more than an Eric Schmidt moment.  It was the event attendees who were consumers of the event generating content.  According to a Comscore study , when people are exposed to a mixture of user generated content (UGC) and professional content, engagement can increase by up to 28%, taking the burden off event organisers.

Leveraging this content for our client’s next event is a no-brainer but is often overlooked in social media marketing plans. It’s easy to get mislead by vanity metrics, such as likes and followers.

The below principles for event social media will avoid any over reliance on an Eric Schmidt moment.

  • Event content should be at the heart of the social media campaign
  • Make conversation a focus, as well as a structure around storytelling for each topic focus
  • Address the delegate journey from awareness to registration in your social media planning
  • Encourage collaboration with clients, sponsors and media

Do not use social media marketing as a stand-alone campaign, leverage traditional marketing opportunities also such a PR, Telemarketing etc…

Jen Murray has worked in the field of event marketing for over 20 years. Recently she earned herself a Diploma in Digital Marketing (Distinction) from the Digital Marketing Institute. Her background includes working for organisations such as Polycom, BancTec and Gartner.

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Microsoft at eResearch Australasia

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The Best Case Scenario team are in Melbourne this week at Pullman Albert Park, project managing Microsoft‘s silver sponsor investment at eResearch Australasia, 2018.

Their mission during the conference is to ensure they meet Microsoft’s clear business objectives:

  • Generate awareness of the Microsoft Azure platform to researchers at the event
  • Drive engagement at the exhibitor stand
  • Capture event highlights

Of course their engagement and planning of this event began well in advance of the conference, the team used their unique process and methodology to ensure that both Microsoft employees and conference delegates have an enjoyable experience when they visit the Microsoft exhibitor stand.

Team Best Case Scenario Responsibilities

  • Project manage the entire process end to end, from booth design to customer experience on the stand.
  • Create a ‘show book’ for all Microsoft staff attending the event to ensure they were fully briefed on the journey of the delegate while on the stand.
  • Ensure staff readiness, the show book is instrumental to this and included a checklist so all staff are prepared on the day.
  • Liaise with exhibitor stand designers to ensure the exhibition stand was configured to constantly drive engagement.
  • Set up and manage the lead generation process to ensure all leads are effortlessly captured during the conference.
  • Select merchandise that will excite, delight and engage conference delegates.
  • Manage all legal and logistical requirements to run a competition for delegates.
  • Test all Microsoft devices and demos pre-event.
  • Prepare and present a comprehensive post-event debrief for Microsoft.
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Spice News monthly guest columnist

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Each month she will share her opinions and insights that will delight and entertain readers. Read her latest piece on Human Rights and Technology.

Luli’s content is an honest and sometimes harsh observation of how we as an industry have a responsibility in making digital inclusivity a reality. Her intention is to generate awareness, educate and create action among event and marketing managers when it comes to web accessibility at events.

Spice News is full of fresh ideas and techniques, it’s the most comprehensive news service for the Australian MICE and event management industry.

Spice News and Luli Adeyemo at Best Case Scenario Event Managment
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Do one thing today to up your delegate numbers

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Event planners do this exercise and the pay back can be huge in terms of increased social engagement and promotion of your event, resulting in a boost of delegate numbers.

If you are an event planners, event coordinator or an event organiser you should always start by defining your ideal social media influencer, i.e. the person you think will add incredible credibility and reach to your target audience. Here are some simple profiling questions to get you started.

  • Do they have over 1,000 followers? Visit LinkedIn first to get a feel for numbers
  • Scan their social media content, does it relate to the topic within your event
  • Do they have a blog and if so, does it rank high on SERPs? (search engine results page)
  • Klout uses social media analytics to rank its users and if you use Hootsuite you can view the individual’s Klout score.

So, you’ve now compiled your list of top social influencers what next? How about creating an ‘I’m attending’ social media card, with the purpose of allowing delegates to advertise the fact they are attending and a shout out to colleagues to meet and network if they intend to go also.

Add a little humour to the mix, send a ‘wish list of things to do’ (graphic format) in the city they are visiting (for out of town visitors) for example, where to find the best pancakes, the best beach, the best gift shop! Encourage delegates to share the ‘I can dream… my wish list for down time at XX event’.

There are so many ways to boost delegate attendance and the pressure is always on just weeks out from an event, add this tactic to your contingency plan today.