Most of the times, marketers are so busy that replicate activities year by year without questioning if what their doing is still effective or will have a positive impact towards the company’s set goals.
When it comes to events, you will realise that, for example, you have been booking the same stand at the same event for years (just because your company “has to be there”) and haven’t taken the time to assess the (new) event objectives. Then, you will need to come up with tactics that will impact the ideal outcome.
Besides the traditional activities that you have been executing all these years, here are a fresh bunch of social media ideas by platform to boost event results (please share more tips in the comments below):
Main content hub (or Blog)
- Create a microsite or dedicated landing page for the event with all the relevant information. This should be built several months before the event if possible.
- Publish blog posts about the event but more importantly around the main topics to make it more engaging. Remember that there will be a lot of people that are not aware of the event, so if you focus on providing valuable what’s-in-it-for-the-audience content, many will feel identified with certain problems and feel that the event is a must.
- Consider using Tumblr.com. If you’re short of time, Tumblr could help you launch a blog as landing plage for the event. You can easily publish videos and photos during the event straight from your mobile, on the go.
- Implement a chat widget for live chat. We use Zopim.com. It will give you powerful, real-time insights and the ability to chat with people that have questions before and during the event for instance.
- Register the event and check attendees’ profiles. Then click on “recommend” from the event page to give it more exposure in the stream of updates.
- Add selected professionals to your LinkedIn network, always with a custom (relevant) message.
- Create a LinkedIn Group for the event. Steer discussions, especially before the event.
- Use LinkedIn mobile to check profiles on the go.
- Promote the event through individual & LinkedIn company status updates.
- Run LinkedIn targeted ads.
- Share blog posts about the event and updates.
- Share pictures from the previous year.
- Make clear, as much as possible, what’s in it for the attendee through visual status updates.
- Promote (tag) speakers, partners, colleagues, borrowing their audiences.
- Post video teasers of the event and maybe videos and interviews from last year’s event.
- Launch FB Questions (Polls).
- Run Facebook Ads in parallel.
- Depending on how your company is using Facebook, you might want to consider creating a Facebook event page and add it to your page.
- Create a dedicated event hashtag.
- Use Hootsuite to track all segmented conversations.
- Use Twitter mobile to track mentions/connect on the go.
- Be ready to answer any questions.
- Promote speakers, partners, colleagues, borrowing their audiences.
- Tweet the news: Share photos and videos before, during and after the event (always use hashtags).
- Create venue & name event (sponsors shouldn’t do it).
- Leave tips for your event so people that check-in can see them.
- Interact with those that leave comments.
- Track all check-ins & follow them on Twitter. Ideally add them to a specific Twitter list (track page insights).
- Create a clear call-to-action on the event microsite or landing page. Add a “pop-over” sign-up form if possible.
- Build the email database months before the event.
- Add QR codes in your event booth and ask people to scan them to sign up to your email newsletter. Ensure that the landing page is mobile friendly!
- Segment lists accordingly (by topic, main interest, etc) and email updates along with “what’s-in-it-for-me” content.
- Be careful with the frequency of email campaigns.
- Email to all subscribers a branded ebook or white paper with industry insights captured at the event. The shelf life from these documents could go from 6 to 12 months.
YouTube, FlickR, Slideshare
- Upload all videos, photos and presentations to the correct platforms. Ensure to enter a good title, description and tags.
- Embed them on the blog / microsite.
- Consider live-streaming the event with Ustream.tv or Livestream.com. The latter currently implemented a Tumblr-type solution to also share photos and comments on the broadcasting page.
- Upload all presentations to Slideshare to facilitate sharing.
- Record video testimonials & interviews. Don’t limit this to your own team. You can gain a lot of brand exposure by hosting/moderating conversations with industry leaders.
What have I missed? Please share your tips below.
Grab the “social media marketing tips for B2B events” snapshot from our FlickR album.