from event marketer - 10 ways to double social media reach at events - sweeney-dwinq

Patrick J. Sweeney IIPatrick J. Sweeney II

to double social reachat live events

10 Secrets

Dustin Pedroia a double machine!

Monday, 11 November 13

dwinQ Real Case Studies


Cadbury LexusMolson

dwinQ Real Case Studies


The best social content of all time Why was this seen, heard

or read by nearly everyone in the free

world?

It happened when communication

technology was in its adolescence.

You might think your brand can’t create

content like this but...


Anyone can create virality


Grumpy cat- started on Reddit (medium is irrelevant)


Good content can be anywhere


Rule #1

Content is King


Your events are content factories:


Rule #2

Survey on influence via brand or friend on FB

Brand page recommendation Friend recommendation Friend of friend recommendationLikely to buy based on:

18%

62%39%

User Generated Content sellsYour brand

can’t create the kind of

influence your customers

can. So how do you get them to share the

word of mouth?


Rule #3Ignore traditional distribution

Apple’s 1984 ad was the

most played of all

time. Apple only paid

for it to air once. It

was amazing content.


1976Ads were broadcast

one place to everyone. The

more ads they bought the more

popular they became.


Individuals want to know WIIFM

2013


W I I F MW I I F M

Rule #4Your guests need to know “What’s in it

for me?”Give them some

reason to love your brand, and be happy at your events. Then make it frictionless

to share.


Lexus

Rule #5Lexus Ride & Drive

was the most successful ever

because the exciting moment was

captured with two cameras, put together

with a Lexus logo overlaid and posted to YouTube before the drivers got out

of the car. The virality of it caused a huge jump in R&D

sign ups.

Social Media Product Placement Rules


#5a Build Brand Champions


#6 Optimal Design for your event Photo or video? YouTube or Vine? Pro or self-serv? Real time or delayed?


Rule #7

Higher participation

More viral / shared

Positive brand association

The moment must be FUN!


Rule #8

Automatically uploading a picture they could only get at your event which gives them online “Street Cred” will make them want to

share, and get others talking. You can add subtle product placement that is highly influential without

annoying poeple with ads.

Provide unobtainable photos


Rule #9 Know the metrics and how to optimize them

Facebook’s EdgeRank determines what appears in the key real estate (Timeline and Newsfeed)


Rule #10Choose partners wisely

Make sure your partner is a

Facebook PMD and has your best interest

in mind. Talk to their other clients

and look for Fortune 500 case studies. Ask what their KPIs and

metrics are and what ROI you can expect


10 Secrets to double upContent is king

UGC is the best kind of Content

No barriers to distribution so throw out rulebook

WIIFM

Focus on subtle product placement

Pick the right tech for the event

Make it fun

Provide the unobtainable

Know the metrics & how to optimize them

Work with a certified PMD partner


P A T R I C K J . S W E E N E Y [email protected]

www.dwinQ.com

@PJSweeney


mailto:[email protected]

mailto:[email protected]

http://www.dwinQ.com


