Hosting a buzz-worthy event needs a lot of legwork. And in this age of digital networking, much of that work should happen on social media platforms. After all, you need an audience for your event – and not just any audience, but the right sort of target audience the event’s being organized for. Here are 10 ways you can do social marketing for events and create a community interest that will co-opt likeminded people into your publicity drive.
#1: BEGIN EARLIER THAN YOU PLANNED
Start talking up the event on social media quite early. This will give you plenty of time to forge new relationships and solidify old ones.
#2: CREATE A VIDEO WITH FOOTAGE FROM PAST EVENTS
Give people a taste of what to expect by create a video collage from part events. Edit carefully to convey a high-energy impression with great images, voiceover and text to drive registration. Upload this video on your social pages and don’t forget Youtube and Vimeo. Social audiences swim in multiple pools so lay your nets everywhere.
#3: USE TESTIMONIALS FROM PAST EVENTS LIBERALLY
Quote people prominently in your social promotion video. Not only do testimonials carry a lot of weight and help people make up their mind, the personalities featured in your video are very likely to share it within their own networks as well.
#4: TAG PEOPLE FEATURED IN YOUR PROMOTIONAL MATERIAL
Posting fun pictures from past events is an effective strategy to breadcrumb your way to the new, upcoming one. Tag people in those pictures to generate comments, likes and shares.
#5: CREATE ONE UNIFIED HASHTAG
Your hashtag should be decided and in circulation well before anything else happens. Emblazon every piece of content you generate around the event with this one – and only one – hashtag. You don’t want to dilute its impact diluted by creating and circulating several.
#6: CARPET BOMB YOUR ENTIRE EXISTENCE WITH THIS HASTAG
Spare no area that can potentially carry the hashtag. Even your bio. Involve everybody who is part of the event in carpet-bombing their own existence with the hashtag. Don’t worry. It’s temporary.
#7: CROWD SOURCE SOME CONTENT IDEAS FOR THE EVENT
Get likeminded people on social media to participate by asking for programming suggestions. What would they like to see and hear at the event? What’s top of the mind in this event field? People love to share opinions and soon, you will have plenty of suggestions and plenty of participation from people who have now invested themselves in the event.
#8: PROMOTE YOUR SPEAKER
Make heroes (and heroines) out of your speakers and promote them as figures of authority in the niche. Upload images of them with overlaid quotes for example. Quotes always make people seem authoritative and follow-worthy.
#9: SHARE BEHIND-THE-SCENES CONTENT
People love behind-the-scenes images and videos from any event. It’s the voyeur in all of us I suppose. Feed the impulse by making sure someone is recording all the fun stuff going on during the planning stage. Do this on the day of the event as well, because you will own precious material for the same event next year.
#10: CREATE A CTA BUTTON ON YOUR FACEBOOK EVENT PAGE
Use the “Book Now” sort of CTA button Facebook allows on top of your cover image on the event page. (You do have a separate page for the event, don’t you?)
As writer and editor, Nabanita (Nita) has worn many hats. She started her career as a magazine journalist – and launched and edited India’s largest-selling weekend magazine (`Brunch’) before moving to the United States in 2007. She has also written travel books (for the award-winning `To Asia With Love’ series) and countless columns and articles for newspapers and magazines in the United Kingdom, United States and Asia. She has been working in digital content marketing for over 10 years now with a relentless curiosity about what drives and motivates people when they’re interacting in the online space.