Social Media for Event Organisers
Carolyn Morgan
7 April 2011
Virtual Event World
3 key questions….
• Why bother with social media?
• How to do it well?
• What are the pitfalls?
• …and some good practice
1. Pre-event research
• Look on twitter for experts
• Monitor discussions on Linked-in
• Pose questions on facebook groups/ forums
• Observe competing shows/ overseas equivalents
2. Database building
• Start 6-12 months before the event
• Build personal networks of event team
• Create a group on Linked-in with a benefit for members: relevant content
• Encourage sign-up to email newsletters from LI and FB
• Network effect – communities of interest
3. Community & networking
• Invite core to FB or LI• Post good content: original or third party• Encourage debate• Follow visitors and exhibitors on twitter/FB• Matchmaking/ introductions• Attendee list• 365 days a year • People want to meet up with their online
“friends”
4. Visitor promotion
• Preview event• Video trailers (exhibitors, speakers) on
You Tube and FB• Start debates on featured topics• Surveys• Submit questions• Invite a friend• LI group announcements
5. Extend beyond the event
• Twitter hashtag to encourage meet-ups for attendees and for absent friends
• Invite real-time bloggers
• Invite tweeters (but beware of distraction)
• Create post-event content for show site: video, blogs, reports, articles, slideshare
6. Commercial opportunities
• Announce new sponsors and exhibitors
• Describe features sponsored by commercial partners
• Follow/ like sponsors and exhibitors
• Invite to join LI groups
• ….but be very cautious and subtle
7. Customer service
• Answer registration/booking queries
• Provide practical information
• Describe show features
• Handle on the day complaints about parking, catering, signage, ticketing, queues
• Ask for feedback post-event
Common pitfalls
• Tumbleweed 9 months of the year
• Leaving to junior marketing staff
• Allowing exhibitors to hijack groups
• Over-promoting
• Leaving the phone off the hook
• Not answering customer queries/issues
Good practice
• Start 9-12 months before the event
• Create good quality content
• Enforce the rules with exhibitors
• Invite good contributors
• Build a “publishing schedule”
• Follow up discussions
• Answer complaints swiftly and honestly
The Pitch on twitter
Hashtag for #confconf
Specialist Media Network on Linked-in
Live video – paywalls 2011
Gadget Show on Facebook
Discover Dogs on facebook
Ideal Home Show:You Tube
Blogging: Vitality Show
•Start 6-12 months before the event
ECO facebook
ECO facebook
Promote on website
Promote via emails
Find out more
http://www.slideshare.net/SpecialistMediaShow/@carolynrmorgan @specmediashowSpecialist Media Network on Linked-in
www.thespecialistmediashow.com
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