Social media and event marketing have two things in common: they are effective, intimate and high-impact ways to reach consumers, with the potential to create long-lasting and meaningful relationships.
The best news is that social media can be effectively integrated into every aspect of the event activation, with opportunities before, during and after your event. With social media you can maximize event ROI and extend the experience beyond execution to expand your online reach.
Before: Create an event that is sharable
Start by creating an event your consumers will want to share. Legacy Marketing Partners goes on to say that “live events that enable consumers to capture and share an exclusive experience, a behind-the-scenes moment, a once-in-a-lifetime encounter or a simple moment of crazy-good fun can transform a one-time event into an ongoing content engine.”
Before: Involve influencers to drive pre-event awareness
Social media has given word-of-mouth advertising its grandest pulpit in history. Identifying and incorporating your biggest fans with the biggest online presence into your pre-event awareness efforts will pay huge dividends.
During: Provide incentives for consumers to like, follow and share
When you want your consumers to take a desired action, encourage them with rewards. A current AT&T promotion utilizes social media to incentivize campaign participation across multiple touch points at each event.
During: Tie lead generation to social media
Whether accessed through a brand ambassador or a QR code, digital event forms should always include an option for the participant to share the form via social media after submission.
After: Keep your on-line interactions consistent, fun and sharable
Incorporating social media into your event means it’s even more important to provide an exceptional online experience to keep new, and existing, followers engaged.