Just Put The Flyer
on Facebook…
Social Media
Marketing - Planning
for Events
Madison Bender
@madisonmb22
Social Media Marketing & Events
Why does it
work?
Real-time spirit of an event
FOMO curiosity
Always-on style of social media
When doesn’t it
work?
When it’s an afterthought
When there’s no integrated
strategy
When it’s boring content with no
creative tactics
Where to Start
Where to start?
Goals & Desired Outcomes
Audiences
Channels
Tactics
Tools
Measurement
Where to start?
The Event
What’s planned?
What’s the budget?
Who’s the team?
Where to start?
The Players
Primary: Who is the customer?
Sponsors: What do they require?
Partners: How can you help each other?
Where to start?
Inventory
Resources
>> Space
>> Creative team
>> Swag/Giveaways
>> Past and current marketing materials
Knowledge
>> Timelines
>> FAQs
>> Crisis Plan
Content
>> Original
>> Curated & PR
>> Crowdsourced/Partner
>> Video/Photo
Where to start?
The Audit
Clean up!
>> Review every section of each channel
Make updates
>> Bios, Links, Security, Image Clarity,
Channel Info Correct, etc.
The Plan
The Plan
Engaging Content…
>> Tells a good story
>> Shares the adventure
>> Works with the audience
>> Drives interest in the event
>> Educates
>> Solves problems & answers
questions
>> Addresses the “What ifs” and “I
wonders”
The Plan
Additional Content to Consider
>>
>>
>>
>>
>>
>>
>>
>>
Sponsor & partner shout outs
Exclusive or first-look
Plan B – Alternative campaign
Crisis
Market the command center
User-generated content
Use the guests
Gather content for next year
The Plan
The Guide
All the players, plays and details
Event timeline
Handles, contact info
Content schedule
The Plan
The Command Center
Packing list
>> Chargers
>> Cords/Surge protectors
>> Extra devices with data
>> Badges/Passes
>> The Cheat Sheet (hard copies)
>> Dress in layers… And pack spare
clothes
The Plan
The Command Center
Divide responsibilities
>> By channel
>> Listening and customer service
>> Photo/Video gathering
>> RTs/Regrams/etc.
>> Managing scheduled content with
event timeline changes
>>
Go Time
Execution
The Command Center
Monitoring, listening & engaging
Scheduled & Real-time content
Making social media stand out
>> Feeds
>> Signage
>> Hashtags
That’s a Wrap
Recover and Review
Reflect
Read the reviews…really read them!
Gather the data and create the reports
>> Report back to sponsors, volunteers,
media, boards, etc.
Last Thoughts
Top 10ish Tips
1. Know the goal… Always know the goal
2. Prepare a budget
3. Be true to the brand
4. Do it right – Integrate
5. Document the process – photos, video,
timelines, fun facts
6. Follow and interact with real, interesting
people
Top 10ish Tips
7. Try new things
8. Trust your instincts
9. Use the tools that make your job easier
10. Trust your team & agency partners
11. Have a crisis plan
12. It’s not over when it’s over
What do you think?