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5 NEW RULES OF SOCIAL MEDIA INFUSED EVENT MARKETING
Jason SiegelChief Digital Officer, Co-Founder
Bluetext
Primary Services
Brand StrategyBranding & Brand
Revitalization Brand Positioning & Brand
VisibilityMessaging Platform
Revitalization & Development
Brand PresentationCorporate Brand Identity &
Logo DevelopmentCorporate Visual Identity
System DevelopmentWebsite Design &
DevelopmentCreative Agency Services
Sales Enablement
Brand DeliveryExternal Communications, Brand Visibility, Demand
GenerationComprehensive Digital &
Content Marketing ServicesSocial Media & Online
Thought LeadershipAdvertising & Public
Relations
1. DON’T FORGET THE “OLD” RULES
2. OPTIMIZATION
3. GAMIFICATION TO CREATE URGENCY
4. SOCIAL PERSONALIZATION
5. VIRTUAL REALITY
WHAT HASN’T WORKED?
WHAT'S NEXT?
RULE #1DON’T FORGET THE “OLD” RULES
CONSIDER EMERGING MEDIASNAPCHAT
SOCIAL VIDEO LIVE STREAM
VR
POKEMON GO (CUSTOM AUGMENTED REALITY)
SNAPCHAT: Design an on-demand geofilter for your event
Find insider
Mechanics
• Pre Launch Campaign introducingPersonas
• Get users to download the AR app• App defaults to ALERTS turned ON• During event ALERT users where INSIDERS are• With AR app they can spot them and win points for:
• Spotting them• Answering related trivia/questions related to the problem the client solves • Sharing your spot or your trivia results on social media
• Winners receive premium electronics and product discounts
RULE #2NATIVE OPTIMIZE AND SEARCH
OPTIMIZE YOUR EVENTEDITORIAL CALENDAR
RULE #3GAMIFICATION TO CREATE URGENCY
The Society for Human Resource Management (SHRM)
is the world’s largest HR professional society, representing
285,000 members in more than 165 countries.For nearly seven decades, the Society has been the leading provider of
resources serving the needs of HR professionals and advancing the practice of human resource management. SHRM has more than
575 affiliated chapterswithin the United States and subsidiary offices in China, India and
United Arab Emirates.
STATE STATE
STATE STATE
POINTS REWARDED FORDRIVE REGISTRATIONS BEFORE EARLY BIRD DEADLINES
DRIVE SOCIAL SHARING
DRIVE SOCIAL SHARING THAT CONVERTS
DRIVE MEMBERSHIP RENEWALS
RULE #4SOCIAL MEDIA PERSONALIZATION
AND CONVERT FASTER
PERSONALIZATIONALIGN FIRST PROMOS WITH TOPICFROM SOCIAL REFERRAL SOURCE
CUSTOMIZE CTA BASED ON IF THEY REGISTERED,PREVIOUSLY REGISTERED, ABANDON BUYING PROCESS
CUSTOMIZE HEADER ELEMENTS BASED ONCRM PROFILE AND IF THEY ARE A MEMBER OR NOT
What's the desired outcome?
What CMS, MaS publishes?
What platform retargets?
What platform measures?
What platform personalizes?
What offers can you optimize against?
What campaign does this integrate with?
What messaging does this reinforce?
What creative does this highlight?
What personas does this target?
What media will drive these personas to this page?
What off domain activities drive the user to this page?
What keywords organically or paid drive users to this page?
What editorial / content marketing drives users to this page?
What on Domain / on Site promotions / pages drive users to this page?
What path ways does this page refer to?
RULE #5CONVERGE THE VIRTUAL AND THE
REALITY
SOCIAL MEDIA INTEGRATION
PRE-SHOWVR TEASER CAMPAIGN
PRE-SHOW KPI’SSOCIAL SHARES
SOCIAL LIKESSOCIAL WEBSITE REFERREALS
RETARGETING SOCIAL ADVERTISING CLICK THRUSREGISTRATIONS
SOCIAL MEDIA INTEGRATION
DURING-SHOWVR EXPERIENCE
DURING-SHOW KPI’SSOCIAL REGISTRATIONS AT SHOW
SOCIAL SHARESSOCIAL CHECK-INS @ BOOTH
SOCIAL MEDIA INTEGRATION
POST-SHOWVR EXPERIENCE
POST-SHOW KPI’STOP OF FUNNEL DEVELOPMENT
ACCOUNT BASED MARKETING TOUCH POINTBLOG SHARES AND VIEWS (AND THUS COOKIE
RETARGETED) TOPIC IS A SHOW WRAP UP
WHATS EXCITING?!
Canvas -
