1. 1. Boosting event engagement 10 steps to social and digital engagement Event Strategy from Consider
2. 2. The 10 steps: 1. Define your audience/demographic 2. Prepare Social channels 3. Set measurement criteria 4. Select your giveaways 5. Pre-register 6. Share infographics 7. Competition (Gamification) 8. Announce winners & drive traffic, 10 days to go emailer 9. During & next day, Q&As 10. Extend the event lifetime
3. 3. Early career Step 1. Define your audience/demographic Mid career Senior career
4. 4. Objective: Start Hashtags & begin dialogue Value exchange: Follow and take part at early stages in exchange for early bird discounts, competition entries, news and prizes. Step 2. Prepare Social channels
5. 5. I like your brand online, not because I like your brand, but because I want my colleagues to think I know more than them Social status in the business environment
6. 6. Step 3. Set measurement criteria Fan growth: Measure the number of people liking your pages and hence becoming fans Take a note of the current likes, shares & fans now before you begin This can be done manually, or using a paid for service like SocialBakers Engagement rate (ER): Measure to what extent your fans are engaging in your posts Divide the number of likes, by the number of fans Shows the percentage of your fan base that is active Response rate (RR): Measure the time lapsed between posting content and getting a response Also measure your own time to respond to posts by your fans Most engaging content: Track which posts get the most engagement (tweets, infographics, video etc) Also measure by the four/five event themes
7. 7. Gamification Increase engagement rate, through Vendors claim that gamification can lead to a 100% to 150% pickup in engagement metrics including unique views, page views, community activities, and time on site Source: M2 Research http://en.wikipedia.org/wiki/Gamification
8. 8. & increasing engagement rate Prizes & competitions Source: Google Squared Program 683% Average increase in engagement rate for competitions Creating participation Top shared content for brands: Giveaways Infographics GossipHumour Source: http://allfacebook. com/infographic- krds_b126288
9. 9. Tickets to next years event Step 4. Select your giveaways leverage brands and experiences that your audience are already engaged with Relevant prizes Apple Watch LinkedIn premium account
10. 10. Value exchange: Pre-register for 10% discount. Like, share, forward & follow for notifications of team discounts, upcoming competitions and event news Step 5. Pre-register Targeted email On and offline Advertising
11. 11. Value exchange: Share / prove your knowledge to your network & develop insights to persuade potential attendees Step 6. Share infographics x 5 emails containing infographics, focusing on the event theme(s) Appeals equally to targets
12. 12. Value exchange: View, and be inspired, then share to convince Bosses and offers with Team / company Step 6 contd. Testimonials (voxpops) Appeals equally to targets Video testimonials from previous attendees related to engage the prospective attendees
13. 13. Value exchange: Share / prove your knowledge to your network & sign up / follow to be informed of scores Step 7. Competition (Gamification) Appeals equally to targets Competition to test attendees knowledge, based on the infographics created for Step 6.
14. 14. Value exchange: Entice visitors to the microsite to see their scores. Share and promote amongst network! Step 8. Announce winners & drive traffic Appeals equally to targets
15. 15. Value exchange: Set expectations, reminder and feed any final persuasive actions needed Step 8 contd. 10 days to go emailer Appeals equally to targets
16. 16. Value exchange: Users get to showcase what they learned and create buzz on Twitter while activity is measured. Continued networking online. Step 9. During & next day Programme / schedule page on microsite has instant share buttons: Appeals equally to targets
17. 17. Value exchange: Gain insights, create content for microsite using Storify. Encourages networking. Answers fed back online using # Step 9 contd. Q&As On twitter: Networking zones: Appeals equally to targets Place postcards to be filled in at networking zones, and picked out and answered by host of area. Tweet your questions using pre-set hashtags related to networking zones and event themes.
18. 18. Value exchange: Reminder of the event and refresher of themes. Paving way for next years event. Extending buzz. Step 10. Extend the event lifetime Appeals equally to targets Follow-on emails, post event: 1. Summary of topics, knowledge and results. 2. Download/watch videos and slides from the day 3. Pre-register for 2016 event for additional discount 4. Take part in survey - tell us what you think, what have you been able to implement for your business
19. 19. Quick recap on the 10 steps: 1. Define your audience/demographic 2. Prepare Social channels 3. Set measurement criteria 4. Select your giveaways 5. Pre-register 6. Share infographics 7. Competition (Gamification) 8. Announce winners & drive traffic, 10 days to go emailer 9. During & next day, Q&As 10. Extend the event lifetime
20. 20. Summary of values exchanged: 1. Announced competition, and offered news, prizes etc 2. Encouraged sharing with knowledgeable, topical content 3. Provided info/graphics to support business-case to bosses 4. Offered prizes & social status updates in exchange for data and sharing 5. Enabled networking through booths and Twitter debates 6. Gained insights through Q&A feedback + created relevant content using #s 7. Facilitated easy feedback to network of knowledge gained 8. Created long-tail, shared content across various social networks 9. Tracked, measured and reported, increase in engagement rate, exposure etc
21. 21. Theres more to a successful event than these 10 elements, of course. But they will get you a long way towards success... Learn more about our event branding, visit: considercreative.co.uk