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Twitter Chat: Using Social Media to Promote An Event - Transcript & Summary

Twitter Chat: Using Social Media to Promote An Event - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 12th December 2017.

Madalyn Sklar hosted a Twitter Chat with Kim Reynolds around the topic of “Using Social Media to Promote An Event”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Katelyn Brower – Digital Marketing Manager & Global Social Media at Dun & Bradstreet
Date & Time: Tuesday, 19th December 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Kim Reynolds.

From the CEO Questions:

  1. How has ManageFlitter used social to promote events in the past?

Guest Questions:

  1. Hosting an event is not easy. What sort of preparations should marketers do before advertising their event?
  2. What are some lesser-known ways of leveraging a Facebook Event Page?
  3. How can marketers use Facebook to retarget prospects? What should they be wary of doing?
  4. What role does visual marketing play in promoting an event?
  5. What tips & tricks do you have for marketers using video to promote their event?
  6. How do you pick a suitable event-specific hashtag & how should it be used?
  7. How do you get people to share your event online? Is there a brand that’s particularly good at doing this?

From the CEO Questions:

Q for @Ke_Ga) How has ManageFlitter used social to promote events in the past? #SocialROI pic.twitter.com/vkhZefKi7l
— ManageFlitter (@ManageFlitter) December 12, 2017

CEO Answers

A1. We have previously hosted workshops and a big Social night of talks and networking in New York City.
(We hope to do these again in 2018!) #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A2. Marketing via Social was a big component of getting word out. #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A3. Geotargeting ads can be such a powerful force with respect to marketing events. #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A4. I actually don’t think most events do a great job of marketing via social. #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A5. How often do you stumble upon an event or conference hashtag on Twitter and think “Damn, if I only I knew about this I would be there!”? #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A6. Don’t forget to also market the event on your own website. We used to geo-target event notifications on the ManageFlitter website with great success. #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

A7. Maybe see all you at event in New York in 2018! #SocialRoi https://t.co/3zhtYWSWMw
— Kevin Garber (@Ke_Ga) December 12, 2017

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Guest Questions:

Q1: Hosting an event is not easy. What sort of preparations should marketers do before advertising their event? #SocialROI pic.twitter.com/AU29gPowfP
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A1) The foundation of any great event is a rock solid marketing plan.
#socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

A1) Before you advertise, make sure you have both your marketing plan and marcom plans in place.⁰ #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A1.
Understand their audience first! What do they want?
Their expectations?
Their challenges?
Make sure that your event delivers. #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 12, 2017

A1B. They should also make sure their spending budget for food, equipment and venue works before they advertise their event #socialroi
— Cheval John (@chevd80) December 12, 2017

A1C. Out of the box thinking would be to try and secure appearances on local media (podcasts/livestream shows included) to share about their event as well. #socialroi
— Cheval John (@chevd80) December 12, 2017

First thing first. Finalize all the details BEFORE your start advertising.
–>

finalize venue, date, time

–>

confirm sponsors, if any

Don’t start advertising if things might change! #socialroi
— Linden (@GoLinden) December 12, 2017

A1. Research is key. Looking at what the event will focus on, who are the key audiences, and what had been done before is crucial. Getting the foundation in place will allow creativity and innovation to spark for the event. #SocialROI https://t.co/1DA5h3JJ7B
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A1 For social media, marketers should create a catchy event hashtag, make sure the site has good Wi-Fi and promote it, and create space for people online. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

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Q2: What are some lesser-known ways of leveraging a Facebook Event Page? #SocialROI pic.twitter.com/k6kkLMzKb4
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A2) Facebook now lets you create custom audiences of people who are going or interested in your events. #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

A2b) You can use these audiences to convince people to commit to an event, purchase merchandise, go to a related event, etc.
#socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A2: it’s definitely not a lesser known strategy but putting some money behind the post and boosting it to a hyper-targeted audience can help get your event in front of the eyes That matter most. #socialROI
— Maria Marchewka (@_MariaMarchewka) December 12, 2017

A2 Facebook groups are awesome and super niche, so sharing your event to specific groups based around the events topic/theme is a must (imo) #SocialROI
— LUCYrk (@LUCYrk78) December 12, 2017

A2. Hosting a behind the scenes live stream each week of the venue where the event is taking place #socialroi
— Cheval John (@chevd80) December 12, 2017

A2C. Another idea is do a facebook live interview with the speakers of the event. That can get the attendees familiar with them #socialroi
— Cheval John (@chevd80) December 12, 2017

–Encourage people to share your event in order to win a ticket to the event!
–Link your event page to @eventbrite
–Get a few people to RSVP right away. Social proof works wonders#socialroi
— Linden (@GoLinden) December 12, 2017

A3. I would think to promote a post and pairing it with retooled organic reach would do both for event and would boost engagement.#SocialROI
— Dr. Dorrie Cooper (@sittingpretty61) December 12, 2017

A2. Write a blog post about your event. Go live to talk about your event. Try to be creative with it. #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 12, 2017

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Q3: How can marketers use Facebook to retarget prospects? What should they be wary of doing? #SocialROI pic.twitter.com/8QOtrAf3Bx
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A3) retarget visitors to your website, newsletter subscribers, people who have attended prior events, etc. #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

A3b) Be wary of over marketing to the same audience. Use exclusion audiences
#socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A3 Marketers should be wary of going to the well too often. They at least need to vary their messages and approach to keep a fresh look. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

A3) Marketers need to be wary of targeting people who have already accepted or declined their invitation. Especially those that have declined as they are not interested or able to attend. The last thing they want to be pestered with ads. #SocialROI
— Kate Frappell (@katefrappell) December 12, 2017

A3 Using the Facebook pixel to track interest is a powerful tool for retargeting in ads. #SocialRoi
— Lucille Fisher (@sageandsavvy) December 12, 2017

A3: don’t inundate these prospects with ad after ad. You want to nurture them, not scare them away. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 12, 2017

A3 Retarget customers to your active social channels or website to keep them engaged. This will make them more likely to attend future events and share with their friends.
It really gives them an opportunity to know your brand! #socialroi pic.twitter.com/84pGGqPJtd
— Nicholas Thickett (@NThickett) December 12, 2017

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Q4: What role does visual marketing play in promoting an event? #SocialROI pic.twitter.com/XBknXoUSfH
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A4) Gives them a feel for the event, like they are really there. Especially video. #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A4 Visual marketing adds life to an event. Nothing says dull like a board full of words with nothing to break them up. An engineer’s delight. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

A4: it’s everything. Strong visuals will help you really accentuate the main draw of the event. You have to SHOW not TELL people why they should come and visuals can do just that. #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 12, 2017

A4: HUGE ROLE!! Visuals help brand the event, tell a story, showcase the brand voice and community, and help distinguish this event from others. Visuals are powerful and need to be integrated strategically in an event on social. #SocialROI https://t.co/MO0KLaajeH
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

I have found certain events have truly done amazing work in their visual marketing such as @adobemax @SMExaminer #SMMW18, @sxsw + @SXSWEDU + @socialfresh conference from last week. All have consistent branding, engagement, and strong brand voice for their events. #SocialROI
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A4B. The visuals are very captivating that the people who missed out on the event will want to attend the following year #socialroi
— Cheval John (@chevd80) December 12, 2017

A4) a BIG one! 90% of the info our brains transmit is visual. Brand up! Create banners, cover images, videos, flyers, landing pages etc and maintain a consistent, appealing aesthetic. People will start recognising and familiarising themselves with your event. #SocialROI
— Kate Frappell (@katefrappell) December 12, 2017

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Q5: What tips & tricks do you have for marketers using video to promote their event? #SocialROI pic.twitter.com/B35zWwCFcw
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A5) My primary role is advertising, so when asked about video, I think of ads! Video is a great way to introduce an event #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

A5b) Then show a testimonial video to people who showed interest in the 1st video. Follow up with a sale offer. #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A5. Use different formats and understand how video is viewed on each platform. Format for viewing behaviors (mobile, etc). Brand appropriately, format for time and audience, and strategically target audiences w/ messages that are concise + relevant for them to consume. #SocialROI https://t.co/jtOmtMvHy7
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A5 To promote events, embed videos in whatever social media channels you use. Make them your ads to enhance your regular posts. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

A5: Create a sense of hype and a sense of exclusivity with your content. You want to the feeling of FOMO (fear of missing out). Zero in on the main attractions of the event and promote them! #SocialROI
— Maria Marchewka (@_MariaMarchewka) December 12, 2017

A5 Use video to give sneak peeks of what people can expect to experience at the event. Use a unique hashtag and cross promote between platforms. #SocialRoi
— Lucille Fisher (@sageandsavvy) December 12, 2017

A5. Use videos to

  • show behind scenes
  • highlight special moments
  • live stream clips of key note or various talks
  • interview attendees for feedback
  • involve your virtual audience who isn’t there physically at the conference#SocialROI
    — Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 12, 2017

A5) Try including some simple, branded motion graphics to the intro, outro and potentially throughout. Ensure that it matches the rest of your branding and your audience will start connecting the dots. #SocialROI
— Kate Frappell (@katefrappell) December 12, 2017

Video is not all about YOU. Capture moments & interviews of others that gives the viewer an experience they can’t get on their own. Put them there. #socialroi
— Chris Yates (@chrisyates11) December 12, 2017

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Q6: How do you pick a suitable event-specific hashtag & how should it be used? #SocialROI pic.twitter.com/8rdy9ZNPDw
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A6) Do your research. Short, memorable and relevant. Most importantly, it should not already be in use by some other event!
#socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A). One that has not been used before for an event and one that is easy for audience to remember and tie to the brand.
Also, it’s important now b/c @instagram now allows you to follow hashtags! They come up now I’m your feed. for #SM pros to note. #SocialROI https://t.co/w4QnRAbf6V
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A6b. Hashtags need to be integrated as part of your brand on and offline. Signs, swag, and merchandise all need to integrate this to make it a complete 360 experience. #SocialROI https://t.co/w4QnRAbf6V
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A6 – Check what it looks like when written – there have been a few clangers with hashtags, words look different when put together… be careful! Use in all communications and encourage others to use it #SocialROI https://t.co/p4gN9zBBEO
— Louise Upchurch (@Loulou_Uberkirk) December 12, 2017

A6 search and see what has been used in the past, you don’t want to reuse one. length doesn’t matter anymore as you have 280 characters to tweet #socialroi https://t.co/wK2Q4sWOQU
— Jade Alberts Consult (@Jade_A_Consult) December 12, 2017

A6 The hashtag has to be relevant. Just attended a Boston Pops holiday concert. They are using #HolidayPops. Simple and to the point. Encourage everyone to use it. #SocialRoi
— Lucille Fisher (@sageandsavvy) December 12, 2017

A6 – Heard the suggestion once to avoid years at the end so that you have continuous conversation from the same hashtag #socialroi
— Nate Kostelnik (@natekostelnik) December 12, 2017

A6 Event hashtags, should be short, catchy and memorable — all of it readily related to the event. In other words, they should make sense. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

A6 Create your event hashtag before others create one for you. Maintain control. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 12, 2017

A6) Before choosing a hashtag, do your research:
– Who is already using this hashtag?
– How popular is it?
– Is it distinctive to your event?
– Is it easy to spell?
– Does it have an alternate meaning in other languages & cultures? #SocialROI
— Kate Frappell (@katefrappell) December 12, 2017

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Q7: How do you get people to share your event online? Is there a brand that’s particularly good at doing this? #SocialROI pic.twitter.com/4fIRbKQ0vT
— ManageFlitter (@ManageFlitter) December 12, 2017

Guest Answers

A7) Invest in your community & they will be more than happy to share your event. I’d like to think that #smmw18 is a good example #socialroi
— Kim Reynolds (@KimReynolds) December 12, 2017

Other Answers

A7. Build a community and have a list of advocates here to promote, engage, and share with other about the event. Have assets for them to share + help amplify the story in their own words.
Ones who are doing it well:
@SMExaminer
@Cannes_Lions
@adobemax #SocialROI https://t.co/rrYicnYjXZ
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) December 12, 2017

A7. @SMExaminer is the first brand that comes to my mind. I have been a loyal fan of them for quit a few years. I share their content all the time
love how @Mike_Stelzner @KimReynolds @ErikJFisher are always SO engaging #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) December 12, 2017

A7. I know @SMExaminer is killing it with their hashtag #smmw18. It is recognizable #socialroi
— Cheval John (@chevd80) December 12, 2017

A7) Signage matters! Does your event have a hashtag? Make sure you use high quality photography, visual matters. #SocialROI
— James Mann (@jamesmann23) December 12, 2017

A7 Contests can encourage people to use hashtags. Ask people to tag friends that would be interested in event and use the hashtag. #SocialROI
— Lucille Fisher (@sageandsavvy) December 12, 2017

A7) I recently got an email from @GA Assembly. For every share or follow I gave, I got an extra entry into their prize draw. I thought it was a nice incentive to share and could easily be used for events. #SocialROI
— Kate Frappell (@katefrappell) December 12, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 19th December 2017, 5.00pm EST.

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