How to Leverage Real-time Marketing using Social Media and Have Fun While you Do It

Brands have been marketing in real-time for a while in social media to leverage real-time attention. What do I mean by real-time attention? Right now, in the moment, during a speech, during a television program, during a game, sporting event, political commentary, event, concert, performance, etc.

For a given amount of time, you are going to have a unique amount of attention in a given place or area. In this article, we’re going to discuss how to latch on to that attention.

Brands are merging the physical nature of live experiences with the social media world and it’s only beginning. Social Media is great because it can be effectively integrated into every component of the experiential activation. It can be used to promote the event prior to execution, during the event itself and after.

Social Media Marketing

Prior to the Activation: Make it awesome on Social Media

Begin by generating an event that your consumers will want to share, plain and simple. Ask yourself, is it something you would share with your audience? What makes something worth sharing? Is it interesting? Is it beautiful? Is it cool? Is it fun? Encourage participation in the design of the activation, finding partners or sponsors to help make the event more than itself. Remember: The whole is greater than the sum of its parts. Take behind the scenes photos prior to the event and share with relevant social media communities and channels. Find passionate and interested volunteers and brand ambassadors to help get the word out and participate in the event’s promotion.

Social Media and Event Marketing: Experiential Marketing Agency in NYC

Encourage participation in the design of the activation, finding partners or sponsors to help make the event more than itself. Remember: The whole is greater than the sum of its parts. Take behind the scenes photos prior to the event and share with relevant communities and channels. Find passionate and interested volunteers and brand ambassadors to help get the word out and participate in the event’s promotion.

Social Media Event Marketing

So what should I do to promote prior to the event?

1.) Start early by alerting relevant social media communities of your coverage of the event prior to the activation

2.) Have a team assisting in distributing your message, the more coverage the greater the awareness of the event. Get everyone involved in the project together, for a social media promotion meeting and ask everyone to share to all their audiences. If they’re not into it, incentivize!

3.) Integrate exclusiveness, once-in-a-lifetime experiences, or some crazy good fun.

4.) Pre-plan hashtags and social media share spaces. Make sure you’re not jumping into another brand’s space in terms of a hashtag or event timing. Make sure consumers have a knowledge of what to tag by providing some type of messaging around those specifics.

5.) Get relevant influencers involved before hand to drive pre-event awareness. We can’t stress this one enough!

6.) Use E-Mail Lists, Eventbrite, Facebook Events, Facebook brand pages, Twitter and blogs to promote the event. Post announcements, and remind the community of the details of the event leading to the activation.

7.) See if the venue can assist in promoting the event using their marketing channels. Can’t hurt, right?

8.) Is the event family friendly? Is it pet-friendly? Find some niches that could help boost the success of your event attendance.

9.) List your event on local calendars, reach out to the chamber of commerce, the local newspaper, let them know what’s going on.

The BeCore Holiday Party 2014 in Downtown Los Angeles, California

What should I be doing during the event?

1.) Find some creative ways to get consumers sharing. This can be your brand’s strongest ally. The audience of your consumer is the best audience you could be sharing with. Gamify sharing or get consumers incentivized for sharing with their channels at the event.

2.) Build selfie stations that allow for photo and video sharing. If you build it, they will come! Social Photo booths are also a lot of fun and provide a means for collaborative, social fun.

3.) Monitor conversations on the web and social media by tracking your hashtags and inject content or brand messaging when the timing is right.

4.) Tie-In Lead Generation during the event. Give attendee’s the option to use a facebook form to share with their friends. There are social lead-gen opportunities. If your friend’s interested, it may just be interesting to you as well!

Otherwise having brand ambassadors collecting emails with an iPad can be a helpful asset as well. Incentivize attendees for their information with some free swag from your partners.

5.) Tracking Distribution Impressions and overall social clout amongst attendees.

6.) Give your social media followers some facetime and have a conversation with the people you’ve been promoting to. These conversations can generate valuable insight about your product and service that could only come from a consumer.

Social Media Marketing at BeCore Los Angeles, NYC and Chicago

What should be done after the event is over?

1.) Follow-up with attendees using the lead-capture insight and data from Brand Ambassadors.

2.) Tally up the distributed impressions from social media. What was the ultimate reach from the campaign? It’s probably larger than you may have expected. This is valued data. What was the sentiment? Was it positive? Was it negative? Document your findings and use for helping to shape your next event.

3.) Send out some thank you messages to partners and sponsors for their participation in the event.

4.) Send out a separate thank you to attendees thanking them for showing up and seize the opportunity to follow-up with relevant links and information about your brand’s product or service.

5.) Ride the wave generated from the buzz online. If people are online and on social media talking about the event or sharing content from the event, interject and comment, like, and help distribute that positive sentiment even further!

6.) Pour yourself a drink!

Social Media marketing with Ducati

If you have questions about Social Media Marketing or Experiential Marketing contact BeCore today!