boost attendee engagement: simple steps for …...boost attendee engagement: simple steps for social...

Boost Attendee Engagement: Simple Steps for Social Media Success

Presented by

Kevin YanushefskiProduct Marketing Manager

Cvent

And

Emily VeraSocial Media Strategist

Cvent

Moderated by

Eric Andersene-Content Developer

Meetings Focus

Wednesday, May 13, 2015

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• The tools you need to monitor and manage social posts onsite

• The real, actionable steps to run a social media contest

• Top ideas to increase social participation and delight attendees

• How to handle negative posts and escalate appropriately

• The right metrics to measure your social media success

Learning Objectives

Boost Attendee Engagement: Simple Steps for Social Media Success

Kevin Yanushefski Product Marketing Manager@KevinYanu

[email protected]

Emily VeraSocial Media Strategist @Social_Em

[email protected]

#event2pt0

Meet Us

• Studied History at the College of William & Mary

• Lover of music, fashion and Instagram

• Can feed Australian kangaroos 3 at a time

• Studied Psychology and Economics at UVA

• Craft beer and karaoke enthusiast

• Once performed in an Amsterdam street band

Let’s talk about Events

Investor MeetingsIncentives

Conferences

Sales MeetingsExecutive Forums

Holiday Party

Road S

how

s

Tra

inin

gs

Sem

ina

rs

Lun

ch

& L

ea

rns

Fie

ld M

ark

eting

Fundraisers

Symposiums

Trade Shows

Gala

s

Sport

ing E

vents

Forum

Our events look like

• 400+ Tradeshows

• 800+ Lunch Seminars

• 1500+ Webinars

• 1 Cvent CONNECT

• Annual Conference

• June 14-18

• 2000+ Meeting Professionals

• Tickets still available! www.CventCONNECT.com

We get social on:

Sometimes social can feel like…

Social enhances the Onsite Experience

Enables

Flawless

Execution

Promotes

Educational

Content

Provides

Networking

Opportunities

Agenda

• Kickstart the Conversation

• Game Plan: Onsite Contest

• Your Social Command Center

• Preparing for Negativity

• The Metrics that Matter#event2pt0

After Today’s Webinar

Go to: http://campaigns.cvent.com/FeedbackPlease

Tell us how we did!

Get Your Social Media Game Plan!

#event2pt0

Kickstart the Conversation

#event2pt0

Behind The Scenes & Exclusive Content

Make it easy to get social

• Event Mobile Apps make it easy for attendees to connect on social media

• Social updates shared from app can pre-populate your event hashtag

Showcase the Conversation

Social Game Plan: Onsite Contest

#event2pt0

Why Social Contests?

Build brand awareness & customer loyalty

Increase attendee participation

Amplify onsite engagement

Contest Examples

Social Media Contest Checklist

Get familiar with the rules (for you and contestants)

Create graphics, communications, and landing page

Select a unique contest hashtag


Promote, Promote, Promote!

Monitor and engage with contestants

Publicly display contest activity (SocialWall)


Announce closing and thank participants

Ensure selection of winner(s) is fair & documented

Announce the winner(s), encourage social sharing

Get Your Social Game Plan!

http://campaigns.cvent.com/FeedbackPlease

#event2pt0

Tell us

how we did!

Your Social Command Center

#event2pt0

Social Media Command Center

• What is a Command Center:

• Dedicated area for social media team

• Monitor real-time conversations

• Engage social users

• To be successful, you need:

• Technology

• Strategy

• Workflow

Social Media Command Center

Social Media Tools

Preparing for Negativity

#event2pt0

Engagement Escalation and Response Map

Do’s & Don’ts

• Read carefully (what’s the real issue?)

• Act quickly & thoughtfully

• Delete offensive / vulgar comments

• Always be monitoring

• Always take the high road

• Use canned responses

• Forget to proofread

• Delete/ignore negative comments

• Miss an opportunity to educate

• Feed or provoke “trolls”

Solve Problems

Get Your Social Game Plan!


#event2pt0

Tell us

how we did!

The Metrics That Matter

#event2pt0

Conversation Rate

• What: The number of comments and replies per post.

• Why: Social media is about having conversation.

Amplification Rate

• What: The number of shares or retweets per post.

• Why: Followers have followers of their own.

Applause Rate

• What: The number of likes, favorites, or +1s per post.

• Why: Engagements = endorsements

Economic Value

• What: The number of times people go to your hub / website to do business with you

• Why: Completion of your call-to-action

REV I EW

#event2pt0

Top 3 Actionable Takeaways:

Gather the right tools for success

Start small and grow with your audience

Be authentic, human and conversational

157,000+active users

1,000,000+events managed

50 million+registrations

3.5 billion+emails sent

1,740+employees worldwide

Company of the Year

Usage metrics calculated though 12/31/2013

$1 billion+market capitalization

Contest Rules and How to Enter at VRL.HT/1FD89

Get your social game plan athttp://campaigns.cvent.com/FeedbackPlease

Kevin Yanushefski Product Marketing Manager

@KevinYanu

[email protected]

Emily VeraSocial Media Strategist

@Social_Em

[email protected]

Thank you for joining today’s webinar!

Boost Attendee Engagement: Simple

Steps for Social Media SuccessPlease stay connected as you will be redirected to a short survey

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boost attendee engagement: simple steps for …...boost attendee engagement: simple steps for social...

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