Nowadays, bringing potential customers to an event seems more difficult than it was a few months ago: the context is by its very nature very complex and has also undergone contamination in response to the evolution of recent years. To achieve the goal, therefore, I had to innovate and reconfigure the engagement strategies.
Observing reality and analyzing the scenario we divide the events into 3 large clusters, it is not new, but it is good to distinguish characteristics and business models for each:
Traditional events
Virtual Events
Hybrid events
Physical participation of the audience within the occasions in traditional events represents the main driver for success, while in hybrid events and even more so in virtual ones, a skillful use of digital tools plays a fundamental role.
Not all events are the same
In general, I anticipate that the success of my event is linked to the ability to estonia whatsapp number data 5 million actively stimulate the involvement of all the sensations of the participants, a fundamental key regardless of their physical or virtual presence and in this context the strategic role of social media is expressed in three dimensions:
1. Social media used as communication tools
2. Social media used as an event amplifier
3. Social media as a means of event realization itself
You will agree with me that a digital event presents dynamic characteristics, methods and logics different from those that define the planning and execution of a traditional event. The same social media, therefore, becomes on the one hand the protagonist of communication and on the other activates new logics of relationship with the public, amplifying its value and creating an omnichannel experience aimed at offering spaces for the construction of new business models.
7 steps for your perfect event
In my case it was a physical event , and in these 7 steps I'll tell you how I exploited the firepower of social media:
1.Focus on the event target
I identified my target audience together with the client: defining who are the people we are interested in bringing to the event, regardless of whether digital or in person is always the starting point!
2.Eye-catching landing page
Together with the content and graphics teams, I created a landing page dedicated to the event that was visually attractive and provided clear information about the program, speakers, benefits and value of the event, also including an easy-to-fill registration form.
3.Content strategy on relevant social media
I identified the social channels that best fit my audience to promote the event by creating engaging and shareable posts for attendees. For example, I created fun carousels for Instagram and slightly more professional posts on LinkedIn.
4.Collaborate with key people in the sector
Together with the team we identified and contacted ambassadors close to our event who in our case were industry experts who would be interested in participating and promoting the event within their social community. This external support can help reach a wider audience and get more participation!
5.Organic plan and ADV
It was essential to structure two distinct but complementary plans to make our event known inside and outside the community: the organic plan used different formats and relevant hashtags to increase visibility, the advertising plan based on the brand awareness or lead generation objective was structured on different social platforms and used a/b tests to maximize the performance of the individual campaigns.
6. Partnership or sponsorship
We looked for collaborations with partners or sponsors who could promote the event to their followers or customers, but I have to say that on this front we could have done more. In short: theory 10, practice 7. I advise you to move early and exploit this lever because the synergy can lead to greater visibility and an increase in registrations.
