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How To Transform Your Event Into A Lasting Community

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Events make for killer communities that have the potential to be engaged year-round. Event professionals and social media marketers should also act as community managers to build a highly engaged audience before, during, and after their event to build brand awareness and continue relevant conversation.

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How To Transform Your Event Into A Lasting Community

  1. 1. Click to edit Master title style #DDROEM Event Marketing Resources How To Transform Your Event Into A Lasting Community A Smart EventProf’s Guide to Building the Most Engaged Community Presented By: Justin Gonzalez Senior Marketing Manager @justinSF
  2. 2. Click to edit Master title style #DDROEM Event Marketing Resources Stick Around for Valuable Content!
  3. 3. Click to edit Master title style #DDROEM Event Marketing Resources Today’s Agenda The Significance of Building a Community Set Up Your Team For Success Leverage Digital Tools When You Go Live Preserving Your Event As A Community
  4. 4. Click to edit Master title style #DDROEM Events are a big investment of time, money, and human capital.
  5. 5. Click to edit Master title style #DDROEM Events are also opportunities to amplify engaged communities of like-minded attendees around your brand, product, or service
  6. 6. Click to edit Master title style #DDROEM Therefore EventProfs should think like community managers to drive lasting value in the form of face-to-face and digital connections.
  7. 7. Click to edit Master title style #DDROEM Leads, customers, and prospects should be continuing the conversations started at your event.
  8. 8. Click to edit Master title style #DDROEM However, events are finite and bound by time.
  9. 9. Click to edit Master title style #DDROEM However, events are finite and bound by time. But, they don’t have to be.
  10. 10. Click to edit Master title style #DDROEM 56% of marketers list “inability to tie engagement to business outcomes” as the largest pain point of measuring social media ROI. 88% of event marketers use social media primarily to increase pre-event awareness.
  11. 11. Click to edit Master title style #DDROEM By taking the necessary steps before, during, and after the event, you can hold onto the buzz long after the conference doors have closed with the right event tech.
  12. 12. Click to edit Master title style #DDROEM Before: Supercharge Your Event Community During: Take Advantage Of Real-Time Engagement After: Extend The Life of Your Event 3StagestoConsider:
  13. 13. Click to edit Master title style #DDROEM Direct social media efforts towards bringing attendees, speakers, and sponsors in your app to facilitate the conversation surrounding your event. Before: Supercharge Your Event Community
  14. 14. Click to edit Master title style #DDROEM 1. Encourage influencers to engage the pre- event audience with a topic of your choosing. 4 Steps To Supercharge Your Event Community
  15. 15. Click to edit Master title style #DDROEM 2. Allow participants to direct message and coordinate meetings with each other. 4 Steps To Supercharge Your Event Community
  16. 16. Click to edit Master title style #DDROEM 3. Allow participants to push in-app posts to social media profiles like Twitter and LinkedIn with your unique hashtag. 4 Steps To Supercharge Your Event Community
  17. 17. Click to edit Master title style #DDROEM 4. Give access to exclusive teaser-content to create excitement and gauge sentiment pre-event. 4 Steps To Supercharge Your Event Community
  18. 18. Click to edit Master title style #DDROEM Ideas for teaser content include: • Welcome video from CEO or Board Chair • Real-time interactive case studies in form of Q&A’s • Access to presentations • Live polls and audience surveys • Exclusive deals and promos • Exhibitor giveaways 4 Steps To Supercharge Your Event Community
  19. 19. Click to edit Master title style #DDROEM During: Take Advantage of Real-Time Engagement The average American spends 4.7 hours per day on their phone. Leverage digital tools while the event is live, as participants’ phones are guaranteed to be in tow.
  20. 20. Click to edit Master title style #DDROEM 3 Steps To Turn Distraction Into Engagement During Your Event 1. Assign an app champion to take charge of engaging with participants both within the app and on the event floor.
  21. 21. Click to edit Master title style #DDROEM 3 Steps To Turn Distraction Into Engagement During Your Event 2. Track and monitor audience sentiment with your Live Engagement Platform.
  22. 22. Click to edit Master title style #DDROEM 3 Steps To Turn Distraction Into Engagement During Your Event 2. Track and monitor audience sentiment with your Live Engagement Platform: • Review the activity feed for status updates, likes, comments, and hashtags to identify problems while still small. • Take advantage of real-time polling and in-app surveys to maximize response rates.
  23. 23. Click to edit Master title style #DDROEM 3 Steps To Turn Distraction Into Engagement During Your Event 3. Identify brand advocates for your community by doing the following: • Target, track, and engage highly active event app participants. • Encourage syncing with external social media profiles to take in-app conversations to Twitter and LinkedIn.
  24. 24. Click to edit Master title style #DDROEM After: Extend The Life Of Your Event Immortalize your event by maintaining the momentum of the conversations and ideas presented to strengthen the connections made, far beyond the last remarks.
  25. 25. Click to edit Master title style #DDROEM 2 Steps To Solidify Your Community Post-Event 1. The app champion should drive the conversation weeks – even months after your event to drive your brand’s message and mission home.
  26. 26. Click to edit Master title style #DDROEM 2 Steps To Solidify Your Community Post-Event 2. Use the app as an exclusive content distribution channel, as your audience is filled with like-minded attendees – making it easier to market to.
  27. 27. Click to edit Master title style #DDROEM 2 Steps To Solidify Your Community Post-Event 3. Promote next year’s event or cross- promote other events taking place throughout the year to secure registrants who are loyal to your brand.
  28. 28. Click to edit Master title style #DDROEM Key Takeaways • Attendees present share similar ideas around your brand, making your event the ideal opportunity to create a community.
  29. 29. Click to edit Master title style #DDROEM Key Takeaways • Attendees present share similar ideas around your brand, making your event the ideal opportunity to create a community. • Event technology, such as an event app, will allow you to observe and interact with participants before, during, and after your event to continuously drive engagement year-round.
  30. 30. Click to edit Master title style #DDROEM Key Takeaways • Attendees present share similar ideas around your brand, making your event the ideal opportunity to create a community. • Event technology, such as an event app, will allow you to observe and interact with participants before, during, and after your event to continuously drive engagement year-round. • Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged.
  31. 31. Click to edit Master title style #DDROEM Key Takeaways • Attendees present share similar ideas around your brand, making your event the ideal opportunity to create a community. • Event technology, such as an event app, will allow you to observe and interact with participants before, during, and after your event to continuously drive engagement year-round. • Identify advocates for your brand and community by targeting highly active event app users, as they are the most engaged. • Maintain the conversation post-event to drive your brand’s message home.
  32. 32. Click to edit Master title style #DDROEM The new era of Live Engagement Marketing will allow EventProfs to become community managers and enhance connections made at their events to ultimately demonstrate the ROI of event marketing.
  33. 33. Click to edit Master title style #DDROEM Engage & inspire DURING AFTER Explore the Live Engagement Platform Plan & excite BEFORE Measure & optimize
  34. 34. Click to edit Master title style #DDROEM Check out the complete guide to building an event community.
  35. 35. Click to edit Master title style #DDROEM Event Marketing Resources How To Transform Your Event Into A Lasting Community A Smart EventProf’s Guide to Building the Most Engaged Community Presented By: Justin Gonzalez Senior Marketing Manager @justinSF

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