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A Killer Social Media Promotion Strategy for Your Event

Events_promotion_social_media Two HUGE reasons why people don’t show up to your event are either because they’re not interested or they don’t know about your event. Hence, the problem could be either market research or event promotion. In my opinion, it’s far easier to “get away with” an event promotion problem. Here’s why . . . No event organizer has enough money to change people’s minds.

Let me give you an example that’s close to my heart. If someone doesn’t like the band Van Halen, I don’t have enough advertising budget to change people’s minds. The same applied to event organizers. That’s why knowing the wants, needs, and desire of your event attendees is crucially important. If you create an event that people REALLY want to attend, it becomes much easier to sell advance sale tickets and pack your event.

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Do You Make These Social Media Mistakes with Your Event?

Thank_You_Economy Yesterday, I made a brief stop at my local Barnes & Noble to check out Gary Vaynerchuk’s book, “The Thank You Economy.” Gary is one of my favorite social media experts. I give him a ton of credit because his wisdom comes from experience, NOT just book smarts.

These days the Internet is full of “marketing experts” and “Internet gurus” who are great at regurgitating info, but when it REALLY matters - can’t deliver results. I digress . . .

During a quick scan of the “The Thank You Economy,” there was a series of bullet points that jumped out at me. The bullet points addressed mistakes that companies make with their social media efforts.

Here are Gary Vaynerchuk’s - "Biggest Mistakes Companies Make with Social Media":

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The Downside of Promoting Your Event with Social Media

For all the things that can be done with social media, there is one significant downside . . . once you start you cannot stop. My intention here isn't to dissuade you, but make you aware of what's needed to promote your event with social media. In today's information hungry world you can't afford to stop producing high quality RELEVANT content. People expect information and your competition will pray upon any passivity.

Watch the video below. It expounds some very important points on social media marketing . . .

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Measuring Your Social Media Event Promotion Efforts

Social_media_event_promotion Have you ever stopped and asked yourself, "What exactly am I getting from my social media efforts?" As with any marketing endeavor, you should always measure for a specific result. You cannot afford to confuse activity with productivity.

Lots of Updates with Zero Results
Recently, the topic of social media effectiveness came up with a Canadian event organizer. The event committee is fortunate enough to have a volunteer to manage their social media promotion strategy. Their Twitter and Facebook accounts are currently being updated on a weekly, sometimes daily, basis. For all the hard work being done, a look at Google Analytics for the last 30 days shows no referring traffic from Twitter or Facebook. Some people might argue that social media is all about goodwill and branding. Unfortunately it's difficult to directly tie branding and goodwill to something substantive.

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How to Leverage Facebook and Your Event Marketing

Event_Marketing_Facebook If you’re using Facebook to market your event there are a few important things to understand. First off - like any marketing or advertising medium, Facebook has both positives and negatives. Disclaimer: I’m NOT on the crazy train that thinks Facebook can instantly fix every event marketing challenge. But, I do firmly believe Facebook is here to stay. Thus, event organizers should understand how to use it to their advantage.

Facebook versus Google
These days there seems to be a ton of press attention on the Google versus Facebook War for World Internet Domination. What you need to understand is how the two services differ from one another . . .

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Beware of the "Social Media" Event SMACKDOWN!

Social_media_event_promotion_marketingSocial Media in Event Marketing is a double edged sword . . . It can be either a tremendous event promotion asset or a potential public relations disaster.

Here's a tenet to follow when it comes to social media and your event marketing . . . Be very honest with the online information regarding you event! It doesn’t matter if the information is on your own event web site, Facebook, Twitter, or a newspaper interview. People are keeping an eye on you. Let me give you a specific example I found online a few month ago . . .  It revolves around a post-event article in a local newspaper.

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Social Media, Your Event Marketing, and "Insider Info" . . .

Social_media_event_marketingDuring a recent coaching call someone asked, "Can I use social media sites to broadcast Insider Information regarding my event?" The simple answer is, "Yeah, absolutely!" But, the more important question is, "Do you want to?" Consider the following . . .
 
Insider Info, Social Media, and Email Marketing
To me "Insider Information" is exactly as it reads "Insider" - hence it should be kept confidential.  Better yet, think of "Insider Info" as a secret. As you know, most people want to know a secret. You can use that "Wanna Know a Secret?" frame to your advantage . . . especially when it comes to list building.

If you were to broadcast "Insider Info" on your Facebook, Tumblr, or Twitter accounts - is the info really privileged anymore?
Personally I don't think so. Because emails are a one-on-one communication form, things are inherently confidential.

Continue reading "Social Media, Your Event Marketing, and "Insider Info" . . ." »



Using Twitter for Your Event Marketing . . .

Last month I attended the International Council of Air Show's annual convention in Las Vegas. The convention is the air show industry's annual get together to share ideas and plan for the upcoming air show season. During the convention's marketing seminars there was significant discussion regarding social media. Seminar participants and presenters were jumping up and down expounding the marketing virtues of using social media outlets such as Facebook and Twitter.

Twitter_Event_Marketing

Here's my rub . . . when pressed, not one Twitter proponent in the could cite a bottom line result for all their efforts. Perhaps it's that I've been spending way too much time in the direct response world, or maybe I'm just getting jaded on all the social media hoopla . . .   But before you jump on the social media crazy train, take a moment to find out if social media is actually helping your event marketing efforts.

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How Long Before Social Media Gets Too Noisy?

Social_media_overload This was originally published in 2009, but the main question still persists ... "is social media getting too noisy?"

The other day I went to lunch with my good friend Todd.  After lunch (and the ensuing food coma), we stumbled back to Todd’s office for a few minutes.  While at Todd’s office, I had him log into Facebook account to show some interesting photos from the weekend. 

During our brief Facebook session the topic of “How many Facebook friends could one person possibly have?” was discussed.  I told Todd that I’ve seen some high Facebook friend numbers before - people with over a thousands friends. Yet Todd knows someone with the highest number of Facebook friends I’ve ever seen – 2,157 (note: April 2009)!

After leaving Todd’s office, I had to ask myself “How many friends are too many friends?” The more friends you have on Facebook the more requests, status updates, and messages you’ll get on your account.  Don't forget all paid advertising getting thrown into the mix.

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Social Media Comments and Your Event

Social_media_event_comments Social Media can be a virtue or a vice for event organizers.  On the positive front, event organizers can interact with their target market like never before.  You can use target market interaction and feedback to build a better event.  On the negative side, social media can be used to leave disparaging comments about your event.  In some cases the comments might not be true or misrepresent your event.  Even worse, negative comments about your event can show up on web sites that you have no editorial control over. If comments appear on a popular web site (a local news agency web site) they will probably get indexed into the search engines. Today people are apt to read something online and take it as fact without checking the facts.

Below you will find some suggestions on dealing with social media comments regarding your event.

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