It’s Time to Double Down on the Social Strategy at Your Events

Your delegates are on a wild ride, scrambling from one session or activity to the next, trying to network and capture as much value as they can. They’re sitting in ballrooms, managing disruptions coming from as many as four screens: smartphone, tablet, laptop as well as audio visual at the event. Delegates move about from one screen to the next at breakneck speed. They’re checking email under the table. They’re putting out fires at the office. But don’t ask your audience to turn off their devices. Instead, harness the scattered online attention and focus it on your best event moments. You can leverage all social channels to call their attention to valuable new insights and people who can help them succeed. You can start by:


Establishing Your Social Infrastructure

Your event social media content hub must be built on one capable and nimble platform that’s fully owned and controlled by you. This could be your event microsite, your blog or your organisation’s website. Every bit of event-based content should be housed on and accessible from your hub. Facebook, Twitter, Instagram and others then serve as outposts to amplify your most valuable content and event experiences.

Study your audience, find out where they interact online and go there to promote your event. If Facebook is a favourite social network for your target audience, start sharing helpful information there to cultivate your community. When it’s time for these new followers to take action (like registering for your event), you can easily direct them to your event hub.

Pro Tip – Social Check-Ins
Often, valuable new contacts are nearby and delegates don’t even know it. Your mobile event app can help delegates capitalise on these valuable chance encounters.

Make sure your mobile event app is optimised for speedy social check-ins and contact info swaps.


Get Clear on Your Social Media Mission and Strategy

In a recent Aberdeen Benchmark Report, more than 75% of survey respondents revealed that they either have no social media strategy in place or a fuzzy one, at best. They might be tracking ‘likes’ and ‘followers’ but they struggle to connect those data points with any meaningful and measurable success outcomes. If they ‘like’ us so much, why are our revenues flat? Don’t be like most people. Make sure you’re crystal clear on the what, why, when and how behind your event social media strategy. Then ask yourself: How will we measure success?

Avinash Kaushik, Digital Marketing Evangelist for Google, has identified four social media measures that matter most:

Conversation Rate: Social media is more about conversations, less about broadcasts. Conversation is determined by the number of comments and replies per post. As conversation rates increase, you’ll gain valuable insight about your audience, particularly what they value most in your event and brand. More importantly, you’ll get cues on how to grow that value.

Amplification Rate: This is the number of shares or retweets per post. Your followers have followers of their own. Every time they choose to share something with you, your amplification rate multiplies, which in turn expands your audience, influence and marketing reach.

Applause Rate: This is determined by the number of likes, favourites or +1’s per post. Look at these as endorsements — even mini-testimonials that what you’re putting out there is highly valued. Added bonus: Even more insight into your market and audience.

Economic Value: This is the big one and often, it comes about as you successfully deliver on the previous three. Economic value is measured by the number of times people go to your hub or home base to do business with you. If your event serves an internal audience, economic value comes through skills mastery, enhanced productivity, and more connected, committed and collaborative teams.

All this is just the tip of the iceberg. If you want to know more about how to amplify the best parts of the event experience, engage influencers to dial-up event buzz and get your own social media checklist, download our free eBook now!


Written by Mansi Soni