How to Promote Events with Social Media and Public Relations

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@lisabuyer Facts I Live in Celebration, Florida @lisabuyer

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@lisabuyer Facts Traditional PR background Agency owner since 1996 Author of Social PR Secrets Editor of SocialPRChat Column in Search Engine Watch Covers trending topics and news related to Search, Social and Public Relations

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Opportunity – Why Social Media? Tell your story direct to prospects Attract media attention Brand it Get Visual Organic Customer service Reality: You might need to pay to play

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Social Media Networks Facebook Twitter Google+ LinkedIn Pinterest Instagram YouTube

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Social Media Facts 72% of all internet users are now active on social media 18-29 year olds have an 89% usage The 30-49 bracket sits at 72% 60 percent of 50 to 60 year olds are active on social media In the 65 plus bracket, 43% are using social media

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Social Media Facts Time spent on Facebook per hour spent online by country. Here are the top three. USA citizens get the top gong at 16% followed by the Aussies at 14 minutes and the Brits at 13 minutes. 71% of users access social media from a mobile device.

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79% journalists saying that images increased the odds of a story (press release) getting picked up. That’s good PR! @lisabuyer | #zenith2013

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Readers are 4X more likely to engage or comment on a blog post with a good image. That’s good PR! @lisabuyer | #zenith2013

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Define your customer persona Creators Critics Collectors Joiners. Spectators Inactives

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Define your customer persona Creators These people develop blogs, articles, videos, music, images, and art and upload them to social media platforms. They people are the most active social media content generators, but are not the largest group. Conversationalists These people participate in group discussions, engage in conversations and update their statuses. They are likely to use Twitter, Facebook and LinkedIn.

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Define your customer persona Critics These people evaluate and comment on content produced by the first two groups. They post product ratings or reviews, comment on blogs, and participate in discussion forums.

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Define your customer persona Collectors These people upload and save favorites on bookmarking sites, tag photos and subscribe to RSS feeds to automatically receive blog updates. They help organize and categorize online content. Joiners These people interact on social networks, but not in active ways that fulfill any of the roles above. They are the second largest group of social media users.

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Define your customer persona Spectators These people consume the content others produce, but don’t add to it or necessarily participate in any way. They also have been called “lurkers,” and are the largest group of social media users. Inactives These people use the Internet, but do not participate on social media.

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Strategy My primary goal for using social media is to achieve? 1. 2. 3.

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Strategy My primary goal for using social media is to achieve? 1. 2. 3. Media or blogger attention!

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Strategy The people I am trying to reach are? 1. 2. 3. Media/Bloggers (Suggest)

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Strategy So that means I am going to do what? Immediately In the next 3 months In the next 6 months In the next 12 months

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29 Your BRAIN processes images 60,000 times quicker than text. 29

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Visuals Story telling Behind the scenes More personal Reinforce your brand/event message Show them how awesome your event is Inspire with ideas Visual stories your attendees want to see/hear

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Mobile platforms Slideshare Haiku Deck Rebel Mouse Twitter Facebook

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Mobile Content Slides Short Headlines Font sizes Image with a headline First 100 characters most important Write for the RT or share

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Mobile Friendly Events Have a #hashtag Encourage check in on Facebook, Foursquare, Instagram Create Photo Opps Prompt to Follow, Share and Engage Offline Promos Invites Signs

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Before an Event Check List Create a media list and an influencer list Have a set of strong visuals to accompany each social media message Optimize - Think about a hashtag to use before, during and after Hashtags allow people to follow event news, especially those who could not attend Announce your event via a press release, blog post and be sure to have a version published on your website – note optimized content (keywords)

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Before an Event Check List Create social media versions of the event that link back to the full version on your website! Tweet version Facebook version Pinterest version Instagram LinkedIn Change all cover images to match event promo

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Before an Event Check List Create an editorial calendar/schedule SlideShare - If you have images from a previous event (last year’s event) – create a story about the event in a PowerPoint and upload to share with mobile user YouTube – even if you don’t have videos, you can create a slide show and upload it to a YouTube channel a sa pre-event promo

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Before an Event Check List Encourage social media interactions and be sure to monitor engage and acknowledge RT Mentions Tags Favorites Create random acts of kindness to social mentions to reward social media engagement

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Before an Event Check List Paid Social Facebook Ads Twitter Promoted Tweets Take advantage of Social Media Event RSVP Opportunities Facebook Events – promote with Facebook Paid RSVP sharing

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During an Event Check List Encourage the Check in with hashtags Foursquare Facebook Instagram Create Social Media-Photo opps Encourage staff to also share via personal social accounts – best brand advocates!

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During an Event Check List Have a strategy for during the event with the intent to curate as much as possible to keep the event alive after the event YouTube videos interviews of guests Favorite tweets Dedicate a “social media reporter” to be live tweeting and/or live blogging during the event Report visual stories via Instagram

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After an Event Check List Write a recap press release/new story of the event Share any coverage from bloggers or industry media Include visuals with all social messaging Report visual stories via Instagram Create a Pinterest board recapping the event and cross promote

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Recap Be sure you are taking advantage of the opportunities and have a strategy in place Optimize your social media messaging Use strong visuals ALWAYS Mobile users matter – be sure content is mobile friendly Keep messages short and visual, LINK back to your website or blog for full story

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Recap Use social media to promote your event BEFORE, DURING and AFTER The media is watching social media for story ideas and sources – Measure what matters! Benchmark and monitor analytics

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Resources Photo credits: http://www.bizbash.com/ http://www.haikudeck.com/ Looking for more social media/PR training? Lisa Buyer is available for Social PR business training and consulting http://thebuyergroup.com/ Or see the next slide for more options!

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More Social Media Training Lisa Buyer is affiliated with the following social media and online marketing training organizations http://bootcampdigital.com/ http://www.onlinemarketinginstitute.org/ http://sfimasummit.com/ http://www.instantetraining.com/

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