Many people are not aware of the benefits of using social media or digital channels to help promote their campaigns and events. Together with all the preparation and the effort you put into inviting your attendees or creating a product, it is also important to consider the best way to promote them. It is like the preparation for a big event like the Olympics 2016 in Rio.
The most essential part of the process is effective preparation. In order to achieve success, you need to do your homework prior to your event/campaign launch. Consider the goals, strategy, content available, metrics and target audience before you start.
A good start:
- Define your goals and how you are going to achieve them. Pick a relevant and current topic
- Create a roadmap, define the target audience, theme and metrics (assuming you have your audience defined already).
- Prior to the event/campaign, share related content and your expertise on the subject to start conversations on social media. Engage and nurture the relationship
- Create a dedicated page with key information and appealing content about your campaign or event (e.g. Eventbrite, Linkedin, Xing and etc.). This is the place where you should sell your event or campaign with engaging content
- Create a unique hashtag to track the activity and response
- Use URL shortener (e.g. Bit.ly) to monitor who is engaging with your content
- Find and connect with influencers, experts and leaders – they can amplify your voice and share the content with different networks
- Create a blog post on Linkedin to increase reach and awareness on the topic
- Prepare content that will be shared on social media. Consider the content for each social channel. Alternate between images, videos, presentations, business cases, infographics and etc. If it is a campaign, learn how to master your content marketing
- Be innovative, engaging and passionate about the subject – use the latest digital tools and include mobile in your strategy. Here are some great examples
- Promote the event on Linkedin “share an update” and Twitter. Ask your network to Retweet or share your posts
- Use Paid Social Advertising to increase reach and maximize exposure about your event/campaign
- Personalise your invitation with a short and concise message. Make sure it is engaging and the person you are inviting have a strong interest in what you are talking about
- Set up follow-up calls to confirm attendance
Remember – Social media can be a great source to get your audience involved. You can ask them to vote for their favorite speakers or activities, for example. Create teasers,encourage attendees and influencers to share
While the campaign or event is running:
- Listen and monitor the conversations online with tools such as Hootsuite, Buffer and etc.
- Remember to take notes and pictures. This can be used for posts during and after the event
- Create a blog post on Linkedin to share insights, images and relevant updates about the event/campaign
- Measure performance with social monitoring tools and analyse activity
- Listen to what people are saying online about your event/campaign and proactively react by creating value. This is a great opportunity to adjust your content or strategy supported by data.
- Allow for attendees to interact, ask questions and share their input
After the campaign or event is over:
- Write another personalized InMail thanking the customer for participating
- Share updates on the topic discussed during the event, or information on future events.
- Measure every channel used, links, pages and overall sentiment
- Here are some event marketing ideas to help you plan
Let me know what you think, and feel free to share. Views are my own and don’t represent any organisation