The Art of the S.M.I.L.E. Social Media In Live Events Liz Lathan

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Published: March 21st 2013

Kindle Edition

17 pages


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The Art of the S.M.I.L.E. Social Media In Live Events  by  Liz Lathan

The Art of the S.M.I.L.E. Social Media In Live Events by Liz Lathan
March 21st 2013 | Kindle Edition | PDF, EPUB, FB2, DjVu, AUDIO, mp3, RTF | 17 pages | ISBN: | 10.61 Mb

About the eBookFor the last 10 years, much of the marketing buzz has focused on social media as the best way to bring people together. Social media platforms sometimes far outperform many traditional marketing vehicles for reach and impressions, andMoreAbout the eBookFor the last 10 years, much of the marketing buzz has focused on social media as the best way to bring people together.

Social media platforms sometimes far outperform many traditional marketing vehicles for reach and impressions, and often for less money.While they may be more expensive per impression or lead, events have long been the best way of bringing people together to network, learn, share, celebrate, escape, and (sometimes most importantly) increase sales pipeline and revenue.

Return on investment for events frequently can be measured much more accurately than for social media.These two marketing vehicles can be coordinated to make the most of their assets. Integrating a full social media plan into live events is the cornerstone of a successful experiential marketing venture.Social media can be used pre-event to speak to the target audience and begin getting them engaged.

During the event, social media can amplify the message being communicated onsite while post-event, social media can bridge the valley of engagement* that inevitably sets in between face-to-face interactions.Creating a community that can engage with your content year-round is critical to the success of an event year after year. This chapter will focus on how to approach social media for your event, and how to keep your audience engaged during the time between your face-to-face engagements.Events are the ultimate social media.

Face-to-face engagement cannot be replaced, only supplemented and supported. Be social. Have conversations, not lectures or newsfeeds. Be candid. Allow the loss of control of the message but coordinate it so well that the message remains intact even when it’s out of your control. Be real and approachable. Permit and encourage sidebars. Do something remarkable. Pay attention to feedback and make sure to solicit it. Trends are important and should be shared.As Image Work Communications’ President John Lawrence wrote for the 2012 Corporate Event Marketing Association conference, “we will not be defined by the events we produce, but by the people we engage.”Events and social media go hand in hand, and they will help you achieve the ultimate goal in your events: build, evolve, and grow.(Reference: Suzanne Carawan, 2011 http://www.slideshare.net/etoucheseve...)About the Author: Liz Lathan, Director of Event Marketing, Dell, Inc.Liz Lathan, CMP, is an event marketing professional and social media practitioner.

As Director of Event Marketing at Dell Inc., she launched Dell’s annual technology conference, Dell World, in 2011 and continues to manage it today in addition to managing global event technology and infrastructure for the company.

Prior to Lathan’s time at Dell, she managed events for state associations, government agencies, and other high tech companies.In July 2013, Lathan will be inducted as president of the Corporate Event Marketing Association, where she currently serves as Vice President. She received her Certified Meeting Professional designation in 2004 from the Convention Industry Council.

Lathan has presented at event marketing conferences including CEMA, PCMA, and the eTouches User Conference, and is the author of The Event Philosopher blog and owner of the Event Marketing Ideas Board on Pinterest. You also can find her on Twitter (@lizlathan), LinkedIn, and Google+.



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