Integrating Social Media and Events | the Hive Rhode Island by Suzanne McDonald

Integrating Events & Social Media

Designated Editor Speaking Series

Suzanne McDonald | New Media Strategist & Education Expert

[email protected]

Lunch & Learn @TheHiveRI

@NewMediaStrategist

www.designatededitor.com 2

Challenges we’ll address

@NewMediaStrategist

o  Which tools will help me organize my event?

o  Which tools are best for promoting my event?

o  How can I possibly manage more?

o  How can I measure and show ROI?

o  How can I grow my attendance?


Masters in Journalism & Mass Communications BA in Journalism

New Media / Internet Company of the Year



4 stages to leverage new media

@NewMediaStrategist

Stage 1 Setting up your event Stage 2 Promoting your event Stage 3 Day-of event Stage 4 Post-event analysis & ROI

www.designatededitor.com 6 @NewMediaStrategist

http-_www.ragan.com_Uploads_Public_Images_Social_Media_Demographics_Infographic

www.designatededitor.com 7 @NewMediaStrategist http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/

www.designatededitor.com 8 @NewMediaStrategist http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/

Traffic sources


Stage 1 Setting up your event

@NewMediaStrategist

ü  Utilize online ticketing platforms

ü  Use your target audience’s vocabulary

ü  Establish an integrated editorial calendar

ü  Determine which platforms are best

ü  Choose a distinct but natural hashtag

ü  Pick venues and suppliers who are active



Keywords: Your prospects’ vocabulary

@NewMediaStrategist


Keywords: Include in Titles and Descriptions


Editorial calendars

@NewMediaStrategist


Stage 2 Promoting your event

@NewMediaStrategist

ü  Think multichannel and integration

ü  Make your website the information hub

ü  Share and link back to your blog

ü  Feature your speakers and guests

ü  Create social incentives to bring friends

ü  Keep in touch with attendees & RSVPs

www.designatededitor.com 15 @NewMediaStrategist http://www.bitrebels.com/social/social-media-strategy-engage-fans/


Events

@NewMediaStrategist


•  Location •  Education •  Gender

•  Married •  Interests & Likes

•  Age

Targeting ads

@NewMediaStrategist

!

www.designatededitor.com 18 @NewMediaStrategist http://visual.ly/google-plus-killer-facts-and-statistics


email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @NewMediaStrategist


Blog: helpful, not boring

@NewMediaStrategist


Groups worth joining?

@NewMediaStrategist



Other ways to get the word out

@NewMediaStrategist


QR codes: How to make ’em

http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/

@NewMediaStrategist


Stage 3 Day-of event

@NewMediaStrategist

ü  Encourage live blogging & sharing

ü  Be sure to display hashtag everywhere

ü  Engage and respond, address issues

ü  Create a lounge for social users to meet

ü  Take questions via Twitter

ü  Broadcast the event via UStream


Connections

www.designatededitor.com 27 @NewMediaStrategist http://mashable.com/2012/05/06/instagram-america/



www.designatededitor.com 30 @NewMediaStrategist http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_


Show your expertise visually or curate others’

@NewMediaStrategist


Stage 4 Post-event analysis & ROI

@NewMediaStrategist

ü  Determine power users

ü  Keep in touch with influencers

ü  Share upcoming events, offer discounts

ü  Monitor chatter & assess success

ü  Publicize event’s impact across all channels

ü  Compile promo material for next year now


Tools to drive blogs & content


Harrington’s influential tweeps


who is your audience?

@Sue_DesigEditor



Stage 4 How are we doing?

@NewMediaStrategist




Facebook Insights

@NewMediaStrategist


Google Analytics

@NewMediaStrategist


ü  Understand & relate to donors

ü  Boost attendance and awareness

ü  More efficient & effective

ü  You’ll know what’s working

ü  Longer-lasting vs. paid media

ü  Hear and address issues as they arise

ü  Broader brand-building boosts awareness

Perks: Social media for event planning


In-person engagement

Questions?

Designated Editor Speaking Series

Happy to help!

Integrating Events & Social Media

[email protected]

@NewMediaStrategist

Suzanne McDonald | New Media Strategist & Education Expert