Try to wrap your brain around this fact: there are more than 200 social networking sites currently available today. Say what?! As someone who’s job description dips into Marketing, Social Media, PR, and then some, this fact sometimes leaves me scratching my head as to how to best leverage these Marketing gems that are available at the touch of a button. For event marketing, social networking sites provide endless opportunities to promote, share, leverage, and get in touch with others attending the event. But how can you get the most out of social sites in context of an event? What’s the best process? How do you get a $900 tweet?
Flashback to a month ago when ReadyPulse was getting all necessary prep done to attend and exhibit at Surf Expo as first-time exhibitors. Our team came up with a “divide-and-conquer” action plan to tackle our Social Media outreach to all exhibitors, who were our targeted prospects at the event. As a group, we split up the list of exhibitors and started creating engaging, personalized messaging to some of the top prospects. Then the tweet-storm began! I was floored with the responses – we were getting retweets, favorites, and direct responses left and right. We made note of who engaged with us on Twitter, and stopped by their booths at the show to connect with them. Through post-show follow up, again via Twitter, we managed to snag a couple of calls and demos from companies we connected with at the show. One of those calls turned into a $900 initial agreement…thus, the $900 tweet!
What astonishes me is that with relatively minimal resources and time, the entire funnel for obtaining this $900 initial agreement was created, pursued, nurtured, and followed up with via social. Total time we devoted to Twitter was 45 minutes, with 75 tweets that went out. While I don’t think this model necessarily works for every single brand, product, or event, I do think that the process and results here exemplify four key takeaways about event marketing on social:
- The power of persistent, social conversation
- Keeping it cool seriously works – consistent, social voice
- Personalization is compelling – messages specific to intended recipient
- People buy from people – connecting face to face provided the ‘turbo boost’ needed to speed up selling process
We’ve already started to apply these key takeaways to more event marketing plans – only on a much larger scale. What am I hoping my next blog post will be as we continue to ramp up social efforts? ‘My $5,000 Tweet…’