How social media can help government meeting planners market their events and build year-round buzz and community. Presented to the SGMP (Society of Government Meeting Professionals) Lone Star chapter at their August 2012 Professional Development Seminar in San Antonio, Texas. My team and I do online and in-person training in social media for tourism and hospitality at Tourism Currents - http://www.tourismcurrents.com

1. Firestar ter! Social Media for
Event Mar keting & Building
Community

2. What's In
This For
You?
@SheilaS

3. Kill the fear
@SheilaS

4. Government at all
levels is using
social media.
It matters to your
market!
@SheilaS

5. @SheilaS

6. @SheilaS

7. @SheilaS

8. On howto.gov/training
@SheilaS

9. Social Media Can
“Build A Barn”
@SheilaS

10. What To
Do First:
STOP!
@SheilaS

11. 3 Basic Questions
(yep, they still apply)
● What are your overall event
marketing goals?
● Who is your market?
● Where are they online?
@SheilaS

12. @SheilaS

13. Overall Event Goals
● Before: awareness, registration,
anticipation of value …. “Can't wait”
● During: sharing (onsite & off,)
excitement …. “So glad I came”
● After: sharing, excitement for next
year …. “I was there, so glad I went”
@SheilaS

14. HOLY COW, let me at 'em!
Is it social
media time
yet?
Patience,
grasshopper....
@SheilaS

15. Avoid Drowning
● Do your homework
● Know where to find
your market
● Get in front of them
by listening first....
● ….and have a plan
@SheilaS

16. OK, it's time now....Social Media!
@SheilaS Boo-Yah!

17. Marketing with Social Media
What are your goals before the event?
Raise awareness
Word-of-Mouth excitement
Encourage sharing
Connect attendees
Support sponsors & Expo exhibitors
@SheilaS

18. @SheilaS

19. Social Media – Before
● LinkedIn Event pages
● LinkedIn updates
● On Company Pages
● On personal profiles
● LinkedIn Groups
@SheilaS

20. @SheilaS

21. Social Media – Before
● Facebook Event pages
● Facebook status updates
● On Facebook Pages
● On personal profiles
@SheilaS

22. Social Media – Before
@SheilaS

23. Social Media – Before
● Blog posts …. sky's the limit
● Speaker preview videos
● Photos from last events
● Podcasts to preview topics
● Info about the conference venue
● Info about the conference town
@SheilaS

24. @SheilaS

25. Marketing with Social Media
What are your goals during the event?
Share content value among attendees
Share with those not in the room
Connect attendees
Support sponsors & Expo exhibitors
Share fun social moments
@SheilaS

26. Social Media – During
● LinkedIn updates continue
● Facebook updates continue
● Live radio show on Blog Talk Radio
● Ustream video of some/all sessions
● Tweets with hashtag
● Photos, photos, photos
@SheilaS

27. @SheilaS

28. Marketing with Social Media
What are your goals after the event?
Share among attendees
Share with those who missed it
Help your industry knowledge base
Support sponsors
Build more connections!
@SheilaS

29. Social Media – After
● Share the afterglow!
● Summary blog posts & link posts
● LinkedIn status updates, Group
discussions, in Answers
● Facebook Pages & profiles
● Tweets
● SlideShare
@SheilaS

30. @SheilaS

31. @SheilaS

32. Build on the
event's value
Create year-round
discussion
Build community
@SheilaS

33. Let's talk about Hutchinson, KS
@SheilaS

34. Takeaways
● It's networking + human relationships
● Takes time, but payoff can be significant
● Social media = social communications
● Meet your market where they are
● Help attendees to share & grow
● Be more than a one-off event
@SheilaS

35. Photo Credits
● Bull Moose delegates: ● Mr. Miyagi: ampedAsia
Library of Congress on
Flickr Commons
● Don't drown SAR swimmer:
DVIDSHUB on Flickr
● Super heroes: JD Hancock
on Flickr
● Yell practice: TX A&M
Cushing Library on Flickr
● Build a barn – BJMcCray on
Flickr
● SoMeT tattoo: Anne
Hornyak on her blog
● Stop sign w/rabbits:
Nationaal Archief on Flickr
● Cat + beer: pinguino on
Commons Flickr
● Rules: Gord McKenna on
● Hutchinson KS blogger fam
Flickr tour: BJMcCray on Flickr
@SheilaS

36. Thanks for your time!
Sheila
Scarborough
TourismCurrents.com
@SheilaS