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Sarah Benoit

www.JBMediaInstitute.com sarah@jbmediagroupllc.com

@SarahDBenoit -Twitter & Instagram

Facebook.com/SarahDBenoit -Facebook

www.jbmediagroupllc.com

Co-founder & Lead InstructorJB Media Institute

Social Strategies for Event Promotion and Success

Passion Creates Action

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Business is Driven by Feeling You want to inspire feeling in people - share your why. Once people feel the emotion behind your event, company, and/or

organization your brand becomes more memorable and shareable.

The more they feel, the more likely they are to act, whether that is to sign up, like, call, follow, subscribe, buy, register, or another form

of conversion.

How Emotion Affects Memory

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http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory

According to scientific studies and brain research, emotions have a powerful affect on the human memory.

The limbic system of the brain controls emotions and motivation.

How Emotion Affects Memory

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Parts of the limbic system, the hippocampus and amygdala, have been proven to be particularly involved in emotions and play very important roles in the creation of memories.

Emotions help memories more deeply encode in the brain with the help of the amygdala.

Research shows some regions of the brain activated in the encoding of emotionally-charged memories are also involved when a person processes the meaning of images. When someone looks at an emotionally-neutral situation, the sections of the brain that control perception are used.

Different types of emotions also contribute to the types of memories are formed.

http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory

Stories Inspire Feeling

Different Types of Stories

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The “Story of Self” What motivates and drives your organization, company, and/or event? What inspires the work you do in your field? What values does your organization or business share? Why was this event originally started? Why is this event happening now?

The “Story of Us” Are you part of a community or industry that shares your ideas and values? How do you work together towards a common goal? How can others work with you? What kind of experiences, challenges, and resources do you all share? What speakers, sponsors, partners, volunteers, etc. are involved in the event? Why are they involved?

The “Story of Now” How are you documenting your event in real time? How can people share their experience? What is the impact of the event? How is the event changing things? What goals is it accomplishing? How do people feel? What can people do in the moment?

http://workshops.350.org/toolkit/story/

Strategy = Success

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Make a Plan

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● What do you want to accomplish? ● Who are you targeting? ● How many new/repeat leads or sales do you need each week, month, or

year? What kind of growth do you want to see year over year?● What calls to action and conversions will actually grow your event?● How do you define success?

BE SPECIFIC!!!

Step 1 = Goal Setting

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Step 2 = Choose Your Tools Wisely

● What role does your website play? ● Where do your audiences hang out online? What matters to them? ● Can a blog help you deliver great content? ● Do you have time to learn new third party tools? ● Use tools that feel intuitive, that you enjoy participating in.

IT’S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!!!

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you recreate that

approach? ● Can you refine your approach if you are getting results, but not reaching all your

goals? ● Are you realistic about workload and results?

DON’T BE AFRAID!!!

Step 3 = Track, Report, Evaluate, Adapt, Repeat

Pro Tips for Event Marketing

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Editorial Calendar

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Before:-Generate a buzz-Pricing + Tickets-Event updates-Speaker hype -Sponsor thanks

Outline your promotional timeline.

During:-Photos + Videos-Testimonials-Tagging/Mentions-Real time updates-Behind the scenes

After:-Gratitude -Photos + Videos-Tagging/Mentions-Results/Outcomes -Next steps

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Site/Blog Content

articles, posts, videos, speaker pages, sales pages, sponsor highlights, event details

Include the following in your calendar.

Topics and Themes

monthly, weekly, or daily topics or themes to be featured regularly

All Social Accounts

account links, advertising strategies, edited content versions, frequency

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Shared Content Banks

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➢ Allow sponsors, speakers, and volunteers to provide registration and documentation online.

➢ Create a list of partners and links to their websites and social accounts, as well as shareable resources

➢ Organize photo and video content for use on all relevant accounts. ➢ Share, edit, approve, and distribute PR, promotional, and website

content.➢ Repurpose promotional, PR, and website content on social accounts.

Content banks can be created using systems like Google Drive and DropBox or any other event planning software that allows file and document organization in the crowd.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Event LandingPage/Site Design

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Create a fast, easy, mobile-friendly way for people to register or purchase tickets.➔ Eventbrite - www.eventbrite.com (per ticket fee + 3%)➔ Brown Paper Tickets - www.brownpapertickets.com (per ticket fee + 3.5%)➔ Square - www.squareup.com (2.75 - 3.5%)➔ Paypal - www.Paypal.com (per ticket fee + 2.9%)Design the event page where tickets can be purchased to match your site and other marketing materials.➔ Choose appropriate imagery➔ Use the logo and brand colors (if applicable)➔ Include as many event details as possible

Use a third party ticketing system.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

➔ Create easy to follow calls to action ➔ Include a mobile-friendly map➔ Link to the ticket purchasing page (if applicable)➔ Share photos and videos ➔ Tell the story of your event and the people behind

it, as well as the attendees➔ Link to social media accounts

Build a page on your website.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

➔ Create a simple, easy to manage website or have one designed for you.

➔ Focus on calls to action and conversion. Usability is top priority.

➔ Link to social media accounts. ➔ Create an area for event updates and news.➔ Integrate sections featuring sponsor/speaker/performer

information, venue details, volunteer opportunities, etc.

Build a website for your event.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Facebook Event Marketing

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Create + Boost a Facebook event page.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Track your Facebook event Insights.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Everyone is Mobile

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http://businessdegrees.uab.edu/resources/infographics/the-future-of-mobile-application/

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Video is IN!

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http://blog.hubspot.com/marketing/video-marketing-statistics

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

http://blog.hubspot.com/marketing/video-marketing-statistics

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

●How to●Explanations●Tutorials ●Product demos●Interviews●Tours●Real time coverage

Educate, Entertain, & Engage ●Humor●Inspiration ●Answering questions●Solving problems ●Testimonials●Tell a story - share the WHY●Customer service information

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Video Styles ●Screen capture ●Live streaming●Webinar ●Animated GIF●Documentary ●360 Video/Virtual Reality

●Talking head ●Infographic●Animation●Whiteboard ●Photo montage●On site footage

Video Creation Tools for Small Business

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

• Wideo• Animoto• Vidyard• VideoScribe• Powtoon • Camtasia • GoAnimate • Evaer or Ecamm for Skype • Wirecast Live Streaming • Youtube Creator Studio• Google Hangouts On Air

• Periscope & Vine by Twitter • Directr• Meerkat• Snapchat • Facebook 360 + Live Streaming• Flipagram • Horizon • Cameo by Vimeo • Lightt • LapseIt • Yakit by Freakin Genius

Desktop/Laptop Mobile Devices/Social

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Event Hashtags

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Hashtag Research ➔ Listening is key to choosing, creating, and using effective hashtags. ➔ Create branded hashtags - specific hashtags are more effective than

broad hashtags in many cases. ➔ Do your research: Twitter.com, Instagram.com, SocialMention.com,

Hashtags.org, Hashtagify.me, Hashatit.com, Tagboard.com, etc. ➔ Twitter best practices = 2 hashtags ands Instagram best practices = up

to 11 hashtags.➔ Share on your social accounts before, during and after the event.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Venue/Location Promotion

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The following must be clear and accessible on all devices:

● All calls to action and conversions must be as easy as possible. ● All phone numbers should be click to call. ● All directions/maps/addresses should be readily available and

clickable for use with GPS. ● Include all location details on any social event pages.● Share all relevant details about parking, accommodations, and

any other logistics that affect attendees and participants.

Venue details must be available on all devices.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Claim + Verify your Google My Business listing.

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● Verify your listing with Google via phone or postcard.

● Make sure your NAP (name + address + phone number) are accurate.

● List hours and complete all other relevant information.

● Add photos and feature your venue/space.

Claim your listing on Google My Business.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Use Local Facebook Insights.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC

Advertising Increases Growth Rates

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2. Native advertising means you can promote your best content.

1. You can grow a highly targeted and qualified network faster.

Reasons to Advertise

3. Social advertising gives small businesses big opportunities.

MEDIA INSTITUTECopyright 2016 JB Media Institute LLC