Do you face challenges in managing social media for your events or conferences? Is the digital marketing pie from the whole marketing mix giving you jitters during your product launch? If yes, then this blog can suggest you some pointers to make things easy.
All the marketing tactics that are used for an event is divided into three stages: pre-event, on-ground and post-event. We all are sailing in the evolved boat of marketing wherein PR, social media, digital marketing, media buying, creative & content have converged into Integrated Communications.
These days leveraging social media for event marketing is like adding salt & pepper to your food. Therefore it is extremely important for all of us to have a ready checklist that will help us with the following: Engage - Generate Curiosity - Amplify - Promote - Convert - Monitor - Analyse
“To achieve great things, two things are needed: a plan and not quite enough time.” – Leonard Bernstein
Here is a list of things to be done & some questions to be answered before execution of the event. It will be handy for you to just check, tick and be sure that everything is under control:
Pre-Event
All the marketing tactics that are used for an event is divided into three stages: pre-event, on-ground and post-event. We all are sailing in the evolved boat of marketing wherein PR, social media, digital marketing, media buying, creative & content have converged into Integrated Communications.
These days leveraging social media for event marketing is like adding salt & pepper to your food. Therefore it is extremely important for all of us to have a ready checklist that will help us with the following: Engage - Generate Curiosity - Amplify - Promote - Convert - Monitor - Analyse
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| Promote your event with social media. Image source: IIP via Google Images |
“To achieve great things, two things are needed: a plan and not quite enough time.” – Leonard Bernstein
Here is a list of things to be done & some questions to be answered before execution of the event. It will be handy for you to just check, tick and be sure that everything is under control:
Pre-Event
- Mediums for outreach
- Website - Will it be a website, landing page or a microsite
- Social Media - What will be the platforms (Facebook, Twitter, LinkedIn, Snapchat, YouTube, Instagram)
- App - Will my app help convert leads
- PR - What will be the mix of traditional and online PR
- Content & Messaging
- Hashtag - Is it small, easy to understand, associated with the main brand
- Messages - What are my standard messages for promotions and consumer queries, is the press release following the same messaging
- Creative - Are the creatives following a theme, are you resizing for all mediums,
- Content Type - What is the right mix of image, text and video content during promotions
- Partnerships
- Sponsors & partners - Are your sponsors active on social media. Will they promote
- Ticket booking platforms - Is your event listed out there for people to easily book
- Bloggers & Influencers - What genre of blogger & influencer will you reach out? What is the klout
- Amplification
- Have you started the online promotions
- Is your content calendar meeting your agenda
- Are bloggers promoting the event
- Are sponsors supporting the promotions
- If there is any ambassador/ celebrity associated, then is she/he promoting
- Have you started with contests, teaser videos
- Is your pre event coverage giving you mileage
- Going Live
- Are you doing Facebook Live
- Are you on periscope
- Is their a live tweeting team
- Are you putting up Instagram posts and stories
- Are you putting up snapchat stories
- Engagement
- Is there an on-ground contest or activation that you are promoting
- Are you encouraging the audience so that you get UGC (user generated content)
- Monitoring
- Are you tracking your event regularly - Monitor responses, reply to audience tweets, tracking the reach and impressions, tracking the influencer tweets, traction of your tweets and influencer tweets, taking snapshots regularly
- Albums, videos and coverage
- Is the picture album uploaded on Facebook and promoted on other social channels
- Are the videos uploaded on YouTube and promoted on all channels
- Is your website updated with all the information of the event (pictures, videos, testimonials and next year dates if any)
- Have you promoted the event coverage on all channels
- Have you thanked all sponsors and attendees with specific pictures on social media
- Coverage
- Are you following up with bloggers and online partners for post event coverage
- Is your traditional coverage on track
- Reports
- Detailed performance analysis - Number of posts, engagement (like, RT, share, replies), your responses, contest engagement, UGC, influencer-blogger performance and what's pending
Also, it is essential to note down the learning from the past event so that it gets added to the checklist of your next event.
I hope I have shared some great tips for maximizing your event marketing with social media. These are just a few ways to prepare for the next conference or an event. If you have more ideas, feel free to share the knowledge in the comments section.
