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Social Media
Strategies for Events
Liza Bergman/ EVENTS Academy/ Gastcollege Hanzehogeschool 230312
What makes SOCIAL MEDIA different?



Two-way communication ~ (dialogue)
  Paid vs. earned attention ~ (trust)
    Give and take ~ (relationships)
  Personal vs. mass ~(effectiveness)
    The power of viral ~(networks)
It’s THIS basically.
Your attendees want to be ENGAGED
INTERACTIVE is the new “buzz” word
Start with your EVENT BASICS
Who is your TARGET GROUP?
Formulate SMART goals
How do you ADD VALUE with your event?
Hybrid events are HOT
FUSION of worlds and audiences…




        LIVE    HYBRID   VIRTUAL
        event    event     event
The majority of your audience is
OUTSIDE the room



                 Couldn’t or     Don’t know you/
       Attendees didn’t attend   you don’t know
                                 them (yet)
Facilitate live STREAMING (webcasting)
LIVE-ONLINE integration: example
So WHAT do we do..?
Think: BEFORE, DURING, AFTER

              Community




 PRE event    LIVE event   POST event
How do EVENT PROFESSIONALS currently
use social media for their events?




                         Source: Pathable, 2012
How can YOU use social media for your event?

          BEFORE                     DURING                       AFTER

      • Create awareness              • Live report         • On demand content
           • News/info              • Crowd source          (e.g. Flickr, YouTube,
              • Invite            • Interactive event           SlideShare, etc.)
      • Convince (USP’s)                 formats             • Thank participants
    • Improve find ability   • Entertain (‘fun factor’)   • Collect and share user
    • Enforce promotions         • Monitor real-time          generated content
     • Build a community          • Improve logistics         • Collect feedback
   • Facilitate networking    • Engage your audience                • Referrals
         • Crowd source       • Facilitate networking     • Make them come back
       • Create curiosity           • Reach a larger             • Keep in touch
         • Special offers               audience               • Extend duration
             • Contest         • Include more people        • Follow-up meetups
       • Generate traffic     • Save $ + environment                • Evaluate
Use the power of WORD-OF-MOUTH…
Do you FISH where the FISH are?
CONTENT: keep it social and relevant




>> Collect, produce, fragment, program
FREE event website/ registration page
TWITTER: facts & figures


    • Worldwide users: 363 million active Tweeps

    • Dutch accounts: 1.7 million

    • Total of Dutch population (estimated): 10%
Twitter is a SHOULD-HAVE for events




                          #MSM12
Twitter TIPS:


  1.   Create a short and catchy hashtag for your event
  2.   Incorporate back-channels (online + onsite)
  3.   Install Tweet reporter(s) for live reporting
  4.   Evaluate via event hashtag #
  5.   Set-up an account and start today!
FACEBOOK: facts & figures


    • Worldwide users: 834 million

    • Dutch accounts: 5.9 million

    • Total of Dutch population (estimated): 26%
Facebook: big, bigger, BIGGEST
Facebook TIPS:

   •   Create a Facebook Page dedicated to your event
   •   Find relevant and influential Facebook groups
   •   Milestones: fill in major sessions, workshops and
       micro-events, that form your event
   •   Offers: blast early bird discounts and other offers
       to your Facebook likers (and other platforms)
   •   Invite attendees to check-in via Facebook Places
LINKEDIN: facts & figures


    • Worldwide users: 150 million

    • Dutch accounts: 3.6 million

    • Total of Dutch population (estimated): 16%
LinkedIn TIPS:


    1.   Find relevant LinkedIn groups (order by size)
    2.   Actively participate in discussions
    3.   Use Advanced Search to the max
    4.   Create an event and let attendees RSVP
    5.   Link with your participants and partners
Don’t forget OTHER TOOLS available:
WHO is your Community Manager?
Social media PLANNING


• Start ASAP (build followers)
Don’t think for your audience... ASK them!
You’ll need a SOLID internet connection
One image says more than 1.000 words…
Keep a broad perspective



        LAST tip:
Don’t just focus on social
         media.
Thank YOU!
                       Liza Bergman
                   EVENTS Academy
           Tel. +31(0)6 31 22 47 98
            liza@eventsacademy.nl
Connect via LinkedIn: /lizabergman
               Follow us on Twitter:
                  EventsAcademyNL

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Social Media Strategies for Events - Hanzehogeschool Groningen 290312

  • 1. Social Media Strategies for Events Liza Bergman/ EVENTS Academy/ Gastcollege Hanzehogeschool 230312
  • 2. What makes SOCIAL MEDIA different? Two-way communication ~ (dialogue) Paid vs. earned attention ~ (trust) Give and take ~ (relationships) Personal vs. mass ~(effectiveness) The power of viral ~(networks)
  • 4. Your attendees want to be ENGAGED
  • 5. INTERACTIVE is the new “buzz” word
  • 6. Start with your EVENT BASICS
  • 7. Who is your TARGET GROUP?
  • 9. How do you ADD VALUE with your event?
  • 10. Hybrid events are HOT FUSION of worlds and audiences… LIVE HYBRID VIRTUAL event event event
  • 11. The majority of your audience is OUTSIDE the room Couldn’t or Don’t know you/ Attendees didn’t attend you don’t know them (yet)
  • 14. So WHAT do we do..?
  • 15. Think: BEFORE, DURING, AFTER Community PRE event LIVE event POST event
  • 16. How do EVENT PROFESSIONALS currently use social media for their events? Source: Pathable, 2012
  • 17. How can YOU use social media for your event? BEFORE DURING AFTER • Create awareness • Live report • On demand content • News/info • Crowd source (e.g. Flickr, YouTube, • Invite • Interactive event SlideShare, etc.) • Convince (USP’s) formats • Thank participants • Improve find ability • Entertain (‘fun factor’) • Collect and share user • Enforce promotions • Monitor real-time generated content • Build a community • Improve logistics • Collect feedback • Facilitate networking • Engage your audience • Referrals • Crowd source • Facilitate networking • Make them come back • Create curiosity • Reach a larger • Keep in touch • Special offers audience • Extend duration • Contest • Include more people • Follow-up meetups • Generate traffic • Save $ + environment • Evaluate
  • 18. Use the power of WORD-OF-MOUTH…
  • 19. Do you FISH where the FISH are?
  • 20. CONTENT: keep it social and relevant >> Collect, produce, fragment, program
  • 21. FREE event website/ registration page
  • 22. TWITTER: facts & figures • Worldwide users: 363 million active Tweeps • Dutch accounts: 1.7 million • Total of Dutch population (estimated): 10%
  • 23. Twitter is a SHOULD-HAVE for events #MSM12
  • 24. Twitter TIPS: 1. Create a short and catchy hashtag for your event 2. Incorporate back-channels (online + onsite) 3. Install Tweet reporter(s) for live reporting 4. Evaluate via event hashtag # 5. Set-up an account and start today!
  • 25. FACEBOOK: facts & figures • Worldwide users: 834 million • Dutch accounts: 5.9 million • Total of Dutch population (estimated): 26%
  • 27. Facebook TIPS: • Create a Facebook Page dedicated to your event • Find relevant and influential Facebook groups • Milestones: fill in major sessions, workshops and micro-events, that form your event • Offers: blast early bird discounts and other offers to your Facebook likers (and other platforms) • Invite attendees to check-in via Facebook Places
  • 28. LINKEDIN: facts & figures • Worldwide users: 150 million • Dutch accounts: 3.6 million • Total of Dutch population (estimated): 16%
  • 29. LinkedIn TIPS: 1. Find relevant LinkedIn groups (order by size) 2. Actively participate in discussions 3. Use Advanced Search to the max 4. Create an event and let attendees RSVP 5. Link with your participants and partners
  • 30. Don’t forget OTHER TOOLS available:
  • 31. WHO is your Community Manager?
  • 32. Social media PLANNING • Start ASAP (build followers)
  • 33. Don’t think for your audience... ASK them!
  • 34. You’ll need a SOLID internet connection
  • 35. One image says more than 1.000 words…
  • 36. Keep a broad perspective LAST tip: Don’t just focus on social media.
  • 37. Thank YOU! Liza Bergman EVENTS Academy Tel. +31(0)6 31 22 47 98 liza@eventsacademy.nl Connect via LinkedIn: /lizabergman Follow us on Twitter: EventsAcademyNL