Embed Size (px)
Citation preview
1
Promoteyour event
throughsocialmedia
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen
3 basic questions > strategySome answers > tacticsWorking efficiently > tools
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 6
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 8
Strategy
1
Start with your strategy from3 basic questions:
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 9
1. What do I want peopleto do?
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 10
What do I want people to do?
Target audienceActionsMeasurableRelate to offline
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 11
Case: VLCM
Flemish social media professionals
Improving the sector and its members through networking
Topical conversation, monthly events, sector expertise and standing
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 12
What do I want people to do?
Pre: decide to come, and actually show up
During: involve stay-at-homes, share opinions
After: build on opinions and experiences, decide to come next time
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 13
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 14
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 15
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 16
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 17
Pre: decide to come, and actually show up
* Register on Eventbrite – pay the fee
* Share their attendance = reach, influencing decision
* Join conversation through the hashtag = reach, influencing decision 1
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 18
2. What is in it for me?
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 26
Clear wins and gainsPromotionsFacilitate the experienceFOMO / Live
= Storytelling
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 27
Case: Hurray for Washington
US Presidential Elections – event night2nd editionFun, perks, politics, a touch of class, togetherness on a historical moment
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 28
1
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 29
1
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 30
1
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 31
1
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 32
3. What is the answer to the ultimate question of life, the universe, and everything?
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 36
Give a sense of meaningto yourself, your event and the people attending
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 37
1. What do I want people to do?
2. “What is in it for me?”
3. What is the answer to the ultimate question of life, the universe, and everything?
105/12/2016 Guest lecture Artevelde - Sander Van der Maelen 38
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 39
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 40
Tactics
2
3 questions which raiseeven more questions suchas ...
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 41
Target audience?
Timing?
Communications calendar?
Location?
Competition?
Team?
Budget?
Resources?
Topics?
Are we living in a virtual reality?
Partners andsponsors?
KPI’s?
Content?
Photography?
Copywriting?
How will we measure success?
Tools?
Time management?
Channels?
Branding?
Graphic design?
Event lifetime?
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 42
Work on all domains through sometactics you can employ starting today:
Content calendarFacebook adsPhotographs and designBlogVideoMeasure success
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 43
Blog
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 66
Blog
Blog / website / .... what’s in a name?
Your hub of content
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 67
2
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 69
2
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 71
Blog
Repurpose and save all of your contentLinking from social media, press, marketing ...Impact on Google ranking (SEO)Actionable in Google Adwords (SEA)Increasing your event lifetime
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 72
Video
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 73
7405/12/2016 Guest lecture Artevelde - Sander Van der Maelen
7505/12/2016 Guest lecture Artevelde - Sander Van der Maelen
2
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 76
2
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 77
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 78
-
2
-
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 79
2
✔
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 80
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 81
x
GIFSLive video: YouTube, FacebookRealtime vs. scheduled liveFirst person / vlogAftermovieContent on artists, guests, collaborators ... Timeless video content
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 82
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 83
Measure success
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 84
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 85
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 86
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 88
Measure success according to your goalsBreakdown per channel, topic, audience ...Impact on website: Google AnalyticsReporting for your sponsorsBuild – measure – learn ... and improve!
205/12/2016 Guest lecture Artevelde - Sander Van der Maelen 89
See you next time?
Let’s connect!
• Sander Van der Maelen
• Independent online marketing consultant – All Of The Lights
• Email: [email protected]
• Let’s talk on LinkedIn or Facebook
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 169
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 171
Extra content
Conversion funnel
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 172
Awareness
ReachVideo views
PostersFlyers
PR
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 173
Consideration
“I’m interested” on FB eventVisit website
Watch entire video (not just 3 seconds)Email newsletter subscriptions
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 174
Conversion
Buy ticketAttend event
App installWebsite conversion
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 175
Some tools
Discover and publish business content: http://www.slideshare.net
Discover and follow websites/online content: http://www.feedly.com
Lightweight online image editor: https://pixlr.com/editor/
Schedule and automatically publish social media posts: http://www.buffer.com
Measure URL clicks: http://bit.ly
Analyze website traffic: http://www.google.com/analytics
Google URL maker (for easy analysis in Google Analytics):
https://support.google.com/analytics/answer/1033867?hl=nl
05/12/2016 Guest lecture Artevelde - Sander Van der Maelen 176
