Monday, 11 January 2010

Why Social Media will drive Event Marketing

In his blog post - 5 Social Media Myths, Greg Satell writes:
”Those who have a stake in Social Media would gain much greater benefit thinking seriously about how they can improve and extend existing marketing campaigns rather than casting aspersions on what other media contribute.”
I agree with Greg.
One particular area Social Media can extend really well is Event Marketing. When it comes to events Social Media really excels. It can be used to both promote the event as well as add value to the actual event when it takes place. It can even add value after the event.

I predict we will see more Event Marketing, and it appears I'm not alone.

Trendwatching writes the following regarding Mass Mingling in their ”10 Crucial Consumer Trends for 2010” post:
”The opportunity is obvious: Anyone involved with anything that helps people get and stay in touch, that gets people from A-Z, or that accommodates those people before, during or after meeting-up with others, should not only rejoice in MASS MINGLING, but make it even easier for customers to meet up in any possible way, too.”
The swedish blog and microblog search provider Twingly writes in their ”Twingly predictions for the Realtime Web 2010” post:
”With the increasing availability and quality of location-based filtering for the realtime web, it will become more and more valuable for individual users to be on the scene of events, to be an eyewitness instead of just repeating reports from others. Photos and video will become an increasingly important part of the reporting, in order for individuals to back up their accounts of what is going on, right now, right there.
The value created by this development will foremost be leveraged by event organizers and publishers covering events and news.”
There are many more similar predictions. More or less they all say the same - that there's value in creating events where people meet. Value for customers as well as for the one organizing the event. Social Media will be a key driver towards more organized Events.

And, if you are the organizer of the event it might also help you score higher on Search Engines now that they have started to include Real Time results.

What does all this mean? Well, it means you should start thinking about if, and how, you can include events in your traditional marketing campaigns. Here are a few examples.
  • Launching a new product? Instead of just advertising, consider organizing an event where customers can meet, get a first look and an opportunity to discuss the product.
  • Advertising a Sale? Consider organizing an exclusive in-store event instead. Use both traditional advertising and Social Media to promote the event, but direct a different (better) offer via Social Media.
  • Starting your own publication to establish yourself as a Thought Leader in a certain area? Consider also organizing an event. Use Social Media to Crowdsource planning of the event. 
Now, how should you use Social Media to make sure your event gets the maximum impact and value? In September last year Mashable published this guide:
HOW TO: Plan and Promote Events with Social Media.

Is this still valid information? To answer that I would like to turn the question back to you.
What should we consider when we organize an event?

30 comments:

  1. Johan,

    This is indeed an exciting area. What's even more exciting is the "Alternative Media Promotion" divisions that are sprouting up like ZenithOptimedia's Newcast, which integrate tradional media, new media and events.

    Many media owners are building highly effective events departments as well.

    - Greg

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