Presented By: TYLER THOMAS

Social Media Specialist – University of Nebraska–Lincolnsocial@UNL.edu | @TylerAThomas

September 15, 2014

SPECIAL EVENT SOCIAL MEDIA

STRATEGY

• Introduce you on how to integrate social media into your overall events strategy– Pre-Event – During Event– Post Event

TODAY’S GOALS

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GETTING STARTED

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• Identify your audience– The key here is to be as specific as possible

• Identify your message(s)– Multiple messages are okay

• Identify your messaging vehicles – Do you need to set up new channels?

• Set up a content plan and assign roles

ESTABLISH A HASHTAG

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• A specific keyword for your event• Identified with a # sign in front of text – Letters and/or numbers Exmp: #UNL2014– No Special Characters (* - _ &)

• Used on MOST social channels• Why?– Build awareness of your event/cause – Encourage interaction– Join the conversation

ESTABLISH A HASHTAG

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• Research your potential options – Avoid “noisy” hashtags– Keep it short– Add numbers to differentiate– Work in the event name if possible• #UMCVB

– Use capitalization to make it more clear: • #ENThompsonForum

– Be aware of spam bots and hashtag hijacking

PRE-EVENT

PRE-EVENT

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• Include your hashtag & social channels on marketing and other promotional materials– Event registration • Printed Forms • Landing Page(s)

PRE-EVENT

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• Include your hashtag & social channels on marketing and other promotional materials– Event registration • Printed Forms • Landing Page(s)

PRE-EVENT

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• Include your hashtag & social channels on marketing and other promotional materials– Event registration • Printed Forms • Landing Page(s)

PRE-EVENT

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• Printed materials promoting the event– Invitations– Postcards– Flyers– Table Tents

PRE-EVENT

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• Printed materials promoting the event– Invitations– Postcards– Flyers– Table Tents

PRE-EVENT

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• Printed materials promoting the event– Invitations– Postcards– Flyers– Table Tents

PRE-EVENT

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• Digital communication materials– Website marquees– Embedded on images– Website callouts– Email communications– Digital Ads/Display Ads– In videos

PRE-EVENT

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• Event details/listings on other websites– Create an event on

Facebook (and promote it)– Add your event to

community calendars– Promote your event on

Eventbrite or other popular event websites

PRE-EVENT

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• Include keynote speaker and other event speakers’ Twitter @handles in bios and marketing materials

PRE-EVENT

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• Create promotional content to promote your event – Create event specific content and share it

• Build a content team that can help you manage content across platforms

PRE-EVENT

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• Twitter– Use your event hashtag– Include event details– Remember your key messaging points– Use identified Twitter @handles– Create incentives/ run contests if necessary– Include visuals (optimized for Twitter)

PRE-EVENT

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PRE-EVENT

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• Facebook– Include visuals• Create social specific images with embedded text• Square images work the best

– Write short captions and include relevant tags/locations etc.

– Identify target audiences/groups and focus your posts using the audience targeting tool• Create incentives/contests (liking, commenting, sharing)

PRE-EVENT

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PRE-EVENT

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• Pinterest– Create boards that would make sense to the target

audience – Share links to the boards via other social networks – Include relevant descriptions (to boost your

relevancy in search)

PRE-EVENT

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PRE-EVENT

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• Instagram– Share images that are captivating• Include the details on the image and/OR write a

description that includes all of the details • Hashtags are very popular on Instagram, use them

– Share behind the scenes images to get attendees excited about the event

PRE-EVENT

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PRE-EVENT

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• Create teaser videos to highlight and encourage attendance (include the hashtag in bumpers).

• Short on video production skills? These FREE apps are all great at creating and sharing promotional videos. – Instagram – Vine – Hyperlapse– Flipagram – PicPlayPost

AT THE EVENT

AT THE EVENT

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• Announce the hashtag at the beginning of the event (encourage participation)

• Use social channels to make announcements through out the event and keep attendees up to date

• Use Twitter to “Live Tweet” from the event• Engagement:– Monitor the event hashtag and interact with attendees

• Share photos/short videos on Facebook, Twitter, Instagram, Vine

AT THE EVENT

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• Include the hashtag on attendee materials– Notepads– Swag Items– Name Tags/Lanyards– Event Signage– Digital Displays

AT THE EVENT

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• Create Social Situations

AT THE EVENT

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• Create Social Situations

AT THE EVENT

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• Create Social Situations

AT THE EVENT

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• Create Social Situations

AT THE EVENT

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• Create Social Situations

AT THE EVENT

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• Run Contest/Promotion

POST EVENT

POST EVENT

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• Create a Storify story with all of the aggregated social chatter

• Post speaker(s) slides on Slideshare • Upload photos to Facebook/Flickr/event

website• Share links to your “post event” media

POST EVENT

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• Continue to monitor the hashtag and engage with those sharing

• Follow influential attendees • Promote your next event• Debrief with your team and evaluate

Tweet me ›› @TylerAThomasEmail me ›› social@unl.eduConnect with me ›› bit.ly/TylerAThomas

THANK YOU!