Using the web and social media to create buzzworthy events

Branding
Advertising
Design
Social Media Marketing
Online Activation
Website design & build
Sponsorship Rights Management

How to engage your
audience online

1. Pre-event
2. During
3. After
4. Throughout

Why use them?

The process of selling hasn’t changed.
The process of buying has...

Inbound Marketing?

• Focuses on earning, not buying, a person’s
attention
• Done through social media, search and
engaging content
• Costs less and has better a ROI than
Outbound

Why do it?

• 44% of direct mail is never opened.
• 86% of people skip through television ads.
• 84% of 25 to 34 year olds have clicked out of
a website because of an “irrelevant or intrusive
ad.”
• c90% of all email is now spam
• The cost per lead in outbound marketing is
more than for inbound marketing.

WHAT IS SOCIAL MEDIA
MARKETING?

“Social media marketing is a term that
describes the use of social networks,
online communities, blogs, wikis or any
other online collaborative media for
marketing, sales, public relations and
customer services.”
Wikipedia

Over 2/3 of the global internet
population visit social networks

Visiting social sites is
now the most popular
online activity – ahead of
email

Evaluate your site

• Does it use Flash?
• Does it work cross-browser?
• Is it easy to navigate?
• Is it fast to load?
• Is it more than a company brochure?
• Is there a clear call to action?
• What is front and centre? Does it adhere to your brand?
• Is there a search function?
• Is it easy to get home?
• How does it perform in search?
• Is sharing made simple?

Making it work for you
pre-event

Create an event landing page
with social media ‘share’ buttons and
SEO it

Crowd Source
the
programming

Crowd Source
the
programming

Facebook,
Twitter and email
poll

Record video intros of the
speakers and upload to YouTube

Social signups

On registration ask for:
- Twitter @ name
- Facebook Proﬁle
- LinkedIn Proﬁle

Social signups

Score your
attendees’
inﬂuence

Social signups

Create
buzzworthy
name badges

Create a Facebook page, then
create an ‘event’.

Sell tickets on Facebook via
Eventbrite

Create a LinkedIn ‘event’.

Promote all of this online
presence via twitter

Use twitter ‘lists’ to build
a target audience

Use twitter’s Retweet
functionality as a competition
entry mechanism

Use Facebook’s ‘like’ function
as a competition entry mechanism

Register your event on Lanyrd
then use twitter to create a
pre-event community and buzz

Use a social dashboard to
schedule messages and stay
across all your feeds

Create a twitter hashtag to
create an event community

#abpcoconf12

Use a hashtag tool to
disseminate the info on the
hashtag

Conference solution that creates a conference hub of all
things related to your event: content tags, members and
contributors, photos, related websites, RSS feeds, Tweetups
and event schedules, and videos.

Create Google and twitter alerts on
the hashtag

Show and tell. What’s worked for
you and what hasn’t?

Competitions, promos &
giveaways during the event on
Twitter

Use technology to not only engage,
but create a Wow! factor

http://www.youtube.com/watch?v=LqwDqN7LNsc

Set up a Flickr Page for the event

Mobile apps
Create a free app for
the event

Or use a commercial app
for conferences

Real time programme info
Branded narrowcasting - event TV ads etc
Twitter feeds
Personalised SMS messages
Private messaging to screens
Mobile voting

Integrate with Facebook ofﬂine

Spread the
content far and
wide

Aggregate all the #hashtags on
your site or email a PDF to
attendees

Share your event stats as an
infographic via your social
networks

Share videos on YouTube and your
site

Good for you.
But you don’t
necessarily enjoy it.

Let me show you
an easier way

Blogging doesn’t have
to be 400 words.

Blogging doesn’t have
to be 400 words.

(Although it should be)

Blogging can be 140
characters or less

“Oh, I can’t think what to say.”

There are plenty of
blog topic websites.

However we believe it’s easier
and more inspirational to think
‘what sort’ rather than ‘what’.

There are around 25 different
blog styles in the world.

Here are my top 6.

Insight Blogging

Sharing sector intelligence, original ideas, commentary or trends on a
particular topic.

Piggyback Blogging
Writing about a topic that is currently popular in the news

Life Blogging
Also called reality blogging, this involves a blog post sharing the story of
something that happened to you in your personal life.

Event Blogging
Sharing impressions, opinions and insights from an event or other
gathering with others.

List Blogging
This is the highly popular format of the top ten (or any other number) lists
about something. Blog posts in this type of format are frequently
bookmarked and shared.

Evangelist Blogging
Passionate blog post sharing an afﬁnity and support for a cause or belief.
These posts are meant to inspire others to believe in the same thing.

Don’t think ‘What shall I write?’
Think ‘What sort shall I write?’

Some more blogging and tweeting tips

Educate, assist and
ask for feedback

Identify your reader

Who
a re y
ou w them
ritin ly’ pi cture
g fo
r? n ‘actual
Th e

the p erson Imag
i n e yo
Picture u’re w
them riting
alone for

Find different angles
CURRENT HEADLINE: ‘Why customer service is our No.1 priority’

V.1 ‘Our ﬁve customer service goals’

V.2 ‘How we are redeﬁning customer service’

V.3 ‘Take a peek at our customer service scorecard’

V.4 ‘How happy are your customers?’

V.5 ‘Unhappy customers? Here’s why.’

Write intriguing headlines
Write Drunk. Edit Sober. How to get a Google+
invitation.
Why it’s sometimes
right to think wrong. Wear you client’s
What’s the earliest ad shoes.
you remember as a The curious case of
child? incuriosity.

ALL OF THESE MAKE GREAT TWEETS

Make sharing easy

If it’s a longer blog, include social buttons

If it’s a tweet, make it as short as possible to allow
for retweeting

Blogging summary
Educate and inform 400 words

Use headings to
structure your post One thought or idea per post

Always use a photo Write intriguing headlines

Promote via your social networks
Blogging is permission marketing
Be topical
rather than interruption marketing

WHAT DOES SUCCESS LOOK LIKE?

Subscriptions
Page Views
Comments
Inbound links
Followers
Retweets
‘Likes’

Badvocates

How to deal with
unfavourable comments

1. @eventthinker The Wiﬁ server at your conference wasn’t
compatible with my laptop

2. @eventthinker I found the wiﬁ at your
conference a little unreliable. Maybe next time try
using Bitbuzz instead

3. @eventthinker Event stinker more like. I bet your
conference stank like a rancid cesspit of half-dead
pigeons. @event101 much better

Dealing with unfavourable
comments
1. Straight Problem – Someone has an issue with
your product or service and has laid out exactly
what went wrong.
Response is almost certainly necessary.

Whether that response is personal or a broad public-facing message
depends on how widespread the problem is and how many people
reported it.

If a real problem exists, steps should be taken to fix it and
customers should be notified that those steps are being taken.

Even a perceived rather than real problem should be given a
response, if only to say, “Thanks for bringing it to our attention, but
here’s why we use that particular server.’

comments
2. Constructive Criticism Many customers,
including some of your most loyal, will use social
media to suggest ways in which you can improve
your product or service. While negative, it can be
extremely helpful to receive.

Constructive Criticism requires a response.

Most times you won’t want to implement the advice but you’ll build
loyalty and trust by responding to criticism with a positive message.
It is well worth the effort to thank those consumers who took the time
to provide you with a suggestion.

comments

3. Trolling Trolls have no valid reason for being
angry at you. Also in this category are spammers,
who will use a negative comment about your
product or service to promote a competitor.

This category of negative feedback does not require a response. In
fact, it is almost always best not to respond to Trolling or Spam. This
type of feedback isn’t really feedback at all. It is designed either to
bait you into an unnecessary and image-damaging fight, or to
siphon off your customers using underhanded tactics. Always ignore
this variety of feedback, and when appropriate, remove it as soon as
you spot it.

Using the web and social media to create buzzworthy events

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Using the web and social media to create buzzworthy events