A Quick Guide To Integrating Social Media Into Your Event’s Communication Plan. Compelling and engaging communication is an essential aspect of conference marketing, as it plays a crucial role in driving genuine engagement. Since social media marketing is a powerful tool used to achieve the same objectives, it makes sense to incorporate it into your event’s communication strategy. In this post, we show you how to leverage social marketing tools to boost communications and make your event stand out.
Modern events must include social marketing to some extent or another, as this strategy has proven to help organisers build event and brand awareness and create an information channel that delivers what attendees expect in engaging ways. According to this infographic, approximately 40% of businesses know that integrating social media marketing into their event planning and promotion is the way to go forward.
Conferences and events are now primarily social, with the most popular platforms used being Facebook (78%), Twitter (56%), LinkedIn (49%), and YouTube (42%). The effectiveness of these tools is so evident that in a recent study, more than 80% of event organisers said there were planning to increase their online marketing activities.
Social marketing works because it is highly versatile. In addition to increasing event and brand awareness, it can boost loyalty, generate leads, increase overall revenue, and reduce marketing expenditure. Because content is so crucial in today’s digital environment, every action you take to produce and distribute event-related content online has an impact on your event’s ranking and reputation.
Another reason to include social platforms and tool into your event’s digital marketing strategy, social marketing makes it easy to gather feedback, which is mainly valuable in real time environments (such as events), when immediate solutions and agile problem-solving are expected. Moreover, social media tools can also be used to handle customer support using a personal approach, to measure performance and engagement, and to generate valuable insights that can be used for future research and reputation management.
Moreover, a diverse online marketing strategy can extend the event’s impact beyond its actual date, add an interactive element, and provide resources that can be accessed anytime and anywhere.
When integrating marketing plans with event communications, you should follow the principles of any marketing plan: research your audience and offer an experience beyond their expectations by using a variety of channels and formats.
First of all, your event marketing and communications plan should be split into three stages: pre-event, event, and post-event. Start with creating a content production calendar and match it to the organiser’s communication goals, ensuring that it also has a solution-focused component. Think about what problems or questions attendees are likely to have: anything from the agenda to accommodation, travelling to the venue, things to do in the area, registering, buying tickets, etc. Before and during the event, your key priorities should be:
Once the event is over, remember that content creation must be followed up with content curation. In addition to Facebook and Twitter, consider capitalising on any visual content generated during an event, such as videos, blog posts summarising the event’s highlights, SlideShare presentations, Pinterest boards, or by offering virtual access to most important sessions. And of course, always end on a positive note by sending personalised thank yous via email or social network mentions.
Integrating social media strategy into your event marketing and communication plan will help create a unique voice for the event and provide a seamless and wide-reaching experience that communicates value. To bring communication and engagement together, use the tips outlined in this article and don’t hesitate to draw on the know-how of digital marketing experts like fmwaechter.com who specialise in promoting events using social business models.
The post A Quick Guide To Integrating Social Media Into Your Event Communication Plan was first published on fmwaechter.com. Author Frank M. Waechter.