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Christie Bierlein
Sales & Marketing Director
Ashley Smith
Communications &
Creative Designer
How Social Media
Can Increase Your
Event’s Attendance,
Participation and Sales
facebook.com/frankenmuth @frankenmuth
Social networks have only been
around for a little over 10 years, but
have grown rapidly in that time.
• 78% of the U.S. population has a social
network account
• The average user logs 1.72 hours per day on
social platforms
• Facebook shares have the greatest influence
on Google search rankings in the U.S.
• Videos, photos, and questions are more
engaging than all other post types.
• The average consumer mentions brands 90
times a week with family and friends
• 64% of Twitter users and 51% of Facebook
users are more likely to buy the products of
brands they follow online
• 50% of shoppers have made a purchase
based on a recommendation through a social
media network
• Only 41% of U.S. small businesses use
• 49% of consumers like a Facebook page to
support the Brand
QUICK STATS
GENERAL
PRACTICES
Develop Your Brand’s “Personality”
• Social media is a business’ direct connection to its
customers.
• Show the “fun” side of your business when interacting on
social media.
• Don’t be afraid to engage with your fans. Users respond
positively to a business that feels like a friend.
• In order to keep a consistent “voice,” limit the number of
social managers on your accounts.
GENERAL PRACTICES
CONTENT EXAMPLE
CONTENT EXAMPLE
Planning Content
• Creating content is only as hard as you make it!
• If you think it sounds boring, so will others. Short and
sweet is the answer.
• Utilize user generated photos on social networks or in
your blog. Make sure to ask permission and give credit.
• The same content can be used on multiple platforms, but
make sure to switch it up so the experience is different on
all of your networks. BUT, follow the “rules” of the
platform.
GENERAL PRACTICES
BLOG
POST
Post on
Include in
next
eNewsletter
Add links to
related blog
posts
Link images
to albums
on social
networks
Add it to a
listing on
the website
The
3-to-5
Rule
PHOTO
Post on
Add to
Embed into
a relevant
blog
Tweet the
blog
Add it to
The
3-to-5
Rule
EVENT
Share on
Include in
next
eNewsletter
Write blog
post about
event
Tweet the
blog
Add it to a
listing on
the website
The
3-to-5
Rule
CONTENT EXAMPLE
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS
CVB
Missed Out
Monday
Blog
Promotion
Where Is It
Wednesday
Throwback
Thursday
Foto
Friday
Interaction &
Curated
Content
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS
Restaurant
Merchandis
e Monday Deal Day
How Its
Made
Throwback
Thursday
Curated
Food Shot
Interaction &
Curated
Content
CONTENT EXAMPLE
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS
Attractions
Fan Photos Blog
Promotion
What Is It
Wednesday
Throwback
Thursday
Find It
Friday
Interaction &
Curated
Content
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEKENDS
Services
Tips Deal Day Our Team’s
Favorites
Throwback
Thursday Testimonial
Interaction &
Curated
Content
Creating a Content Calendar
• The key to consistently posting great content is planning before
you post.
• Visit nationaldaycalendar.com and look for “national days” that
you can relate back to your business.
• Make it a goal to post everyday or every other day.
• Buuuuut… don’t post something just to be active! Quality over
quantity.
GENERAL PRACTICES
CALENDAR EXAMPLE
1. Can easily be
created in Excel
2. Design in Google
Sheets to
seamlessly share
with staff members
3. Create a calendar
in Google so you
can receive daily
notifications
CALENDAR EXAMPLE
Hashtags are #important
• A hashtag is basically a search term.
• Using a hashtag on a post allows that content to be
cataloged and seen when people search for the tag.
• Also helpful for users to discover new accounts or gain
new followers.
• Before adding hashtags to a post, search the tag to
ensure it will be seen by a relevant audience.
• Can be used on Twitter and Instagram very effectively.
GENERAL PRACTICES
HASHTAG SEARCH
1. When typing a hashtag
in your caption on
Instagram or Twitter,
the most used or most
popular hashtag
starting with those
characters will appear.
HASHTAG FAILS
How to Pick the Perfect Hashtag for Your Business
• Should feel natural for the fan to use, make sense and
relate to your business.
• If you have a well-known tagline or unique business name,
either of those make perfect hashtags!
• Search for considered tags on social networks to see if it is
already being used regularly by another business.
• Hashtags perform better when they are short, but you
should only use abbreviations if people regularly associate it
with the full word (Ex. #ATL = Atlanta)
GENERAL PRACTICES
HASHTAG EXAMPLE
@frankenmuth #SeeFrankenmuth
@experiencegrandrapids #ExperienceGR
@visitdetroit #DepictTheD
@chevrolet #FindNewRoads
@detroitlionsnfl #OnePride
Engaging with Fans
• Your followers want to feel like there is someone
on the other side of the screen.
• Interact with users by responding to comments
made on your posts and “liking” post shares.
• Be funny when appropriate!
GENERAL PRACTICES
ENGAGEMENT EXAMPLE
Gaining New Fans Through Generic Ads
• Running a general Brand Awareness campaign
can increase your number of followers for a
relatively low cost.
• Easily customize your ad’s audience using
location, age, interests, demographics, and
behaviors.
GENERAL PRACTICES
The ‘Before, During &
After’ of Social Media and
Your Upcoming Event
BEFORE
BEFORE
Set Up Your Facebook Business Page
• If you don’t already have a Business Page – or a
personal page! – you’ll need to set one up.
• Easily set up a Business Page by clicking the top
right dropdown, then “Create Page”
• Take time to explore your settings and tabs to
customize your page to fit your business.
BEFORE
Creating An Event
• To create an event page, go to your Business
Page and select “Create an event” from the
publishing box.
• Depending on the type of event, you’ll want to
create the event page at least 30-60 days prior to
the event’s date.
CREATING
AN EVENT
1. Select
“Create an
Event”
CREATING
AN EVENT
1. Set your event
photo, event
name,
location, start
date/time and
end date/time.
1. Select event
category
2. Enter
description &
keywords for
your event
3. If there are
tickets or a
registration
page, insert
the link in
“Ticket URL”
CREATING
AN EVENT
1. Add co-
host, if any
2. Set posting
limits
3. Then,
Publish!
EVENT SOCIAL CALENDAR
2-3 MONTHS OUT 2-4 WEEKS OUT 1-2 MONTHS OUT
Proposed Posting Schedule for Event
(Can vary depending on type of event and date)
Registration opens
Reveal contest and rules
Registration reminder
Event schedule
New activities during
event added (ex. New
speaker, presentation,
etc.)
What to expect
Contest reminder
Late registration reminder
BEFORE
Basic Ways to Increase Event Attendance
• Inviting event/page followers to adjust their notifications
to receive all will keep them up to date on everything
posted.
• Consider hosting a contest or drawing to peak interest.
• If the event is open to the public, generate ads to
promote the event.
• Look for Facebook pages with audiences you want to
reach and post on those pages.
PROMOTING
AN EVENT
From the Facebook homepage…
1.Click the dropdown menu
2.Select “Create Ads” to go
to FB Ads Manager
PROMOTING AN EVENT
PROMOTING
AN EVENT
1. Select
“Engagement”
2. Enter your
Campaign Name
3. Select “Event
Responses”
4. Select “Continue”
PROMOTING
AN EVENT
Next, you’ll create
your audience and
set your budget
PROMOTING
AN EVENT
1. Enter your target
Locations
2. Enter your target
Age Range
3. Enter target
Gender
PROMOTING
AN EVENT
1. While you customize your audience,
pay attention to this bar on the right.
It will tell you if your audience is too
specific or not defined enough.
2. It will also tell you your estimated
daily reach for the targets you have
chosen and the budget you have
selected
1. Select interest
targets
2. Add Connection
PROMOTING
AN EVENT
Next, select your Placements.
1. We recommend “Automatic Placements”
PROMOTING
AN EVENT
1. Decide on
budget amount
– Lifetime or
Daily?
2. Set Schedule
PROMOTING
AN EVENT
Then, develop
your ad creative
PROMOTING
AN EVENT
1.Select format – single
image, single video, or
photo slideshow PROMOTING
AN EVENT
1.Add up to six
images to diversify
your ad PROMOTING
AN EVENT
1. Choose the
FB event you
want to
advertise.
2. Connect Your
Page
PROMOTING AN EVENT
PROMOTING AN EVENT
To view all ads currently
running, previously run, or to
check on the status of an ad…
1. Click “Ads Manager”
dropdown in top left corner
2. Then “Ads Manager” from
dropdown
BEFORE
To “App” or Not to “App”
• If considering a mobile app for your conference or
meeting, make sure it enhances the experience.
• Great examples of conference apps include
schedule management and speaker and attendee
interactions.
• Ask yourself: Is the cost worth the return?
DURING
DURING
So Your Event is Happening… Now What?
• Designate a social manager for the event. This
person will monitor hashtag use and share
engaging content from attendees while it’s
happening.
• Post frequent updates to Twitter and Facebook as
the event is unfolding. Use Instagram for posting
photos when appropriate.
DURING
Getting Your Attendees Involved
• Make sure your selected hashtag is front and
center and your representatives encourage guests
to use the tag and post.
• Consider featuring a photo booth with direct social
sharing or a social wall during your event.
DURING
Livestreaming
• Can be done on Facebook, Instagram and Twitter. Twitter
requires you to download the Periscope App and Instagram Live
videos cannot be viewed on Instagram after they end, making
Facebook the best way to “go live.”
• It should be a teaser of your event. If users can expect to see
the whole conference via livestream, what is the incentive to
attend?
• No longer than 2-3 minutes, depending on the content.
AFTER
AFTER
Follow Up Is Key
• Share montage/wrap up video or photo album after event’s
conclusion and thank attendees for coming.
• Post save the date for the next event or next years event if it’s
annual.
• Create blog to share speaker summaries, links, and videos.
• In follow up emails, invite attendees to follow your pages for up
to date info on upcoming events and the industry.
QUESTIONS?
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