By Guest Blogger Crysta Anderson, Social Media Strategist at IBM
Maybe you’ve noticed them sitting in the keynote, hunched over a smartphone. Perhaps they’ve complained about the convention center’s wonky wifi.
Tweeters and bloggers are increasingly plugged into multiple social media platforms and channels. So how can you use them to your advantage?
Engage them in your event. Excite them! Tell them why they should attend. Many already have a following. Give them a reason to talk about your event, and they’ll help spread the word. So how do you start?
1. Build the Framework
Define which social platforms you’ll use. Each reaches different audiences. For larger events, more platforms can cast a wider net. Consider a blog, Twitter, Facebook, LinkedIn, YouTube and other channels, depending on available content. Find out where your industry’s thought leaders are active and go there.
2. Share Early & Often
Just like in real life, the best social relationships grow and mature over time. Nurture them over weeks or months, rather than as your conference starts.
When you’ve identified which platforms to use, start using them. Make sure your social “handles” (usernames) and links are on all your conference materials, emails and websites. Add them to your email signature and encourage colleagues to do the same.
As you finalize details, share them via your social networks. Did you just confirm a well-known speaker, or snag a unique venue for your reception? Blog about it. Share it via Twitter and LinkedIn. Think about what you, as an attendee, would find interesting.
Engage your registrants. Use the social platforms to ask what they’re excited about or which speakers they want to meet. Social media should create dialogue, not just one-way communication.
3. On-site Magic
After months of building virtual relationships, magic happens on-site as people shake hands in real life.
Facilitate in-person meet-ups. At a recent IBM show, we created two social lounges with comfortable seating, wifi and plenty of power outlets. We invited people to use these spaces to connect, recharge and relax – and they did, in droves. Designate certain times for tweet-ups or to meet speakers. Offer extra perks (like coffee, conference badge ribbons or buttons) to tweeters or bloggers. Share their content via your social accounts.
Take pictures and share them on your Facebook page, Flickr, or via Twitter. Use your smartphone to shoot short videos with the speakers or attendees. Ask about their favorite sessions or why they came. These testimonials help promote your next event, too.
Encourage people to live-tweet from the show, and remind them of the conference hashtag. Add the hashtag to the presentation template. Consider displaying the live tweetstream next to presenters’ slides or on monitors around the conference. Live-tweeting also engages people who can’t physically attend the show.
4. Maintain the Momentum
After the event, funnel attendees into your long-term social media efforts. Make sure they’re following your blog or Twitter account by including links in your follow-up emails. Keep providing information about hot topics. Invite them to related events or webcasts. Share industry news. By keeping the conversation going, you’ll be ready for an even more connected conference next year.
Above all, remember that social media is about relationships. Be engaging, friendly and helpful. Your attendees – particularly the bloggers and tweeters among them – will return the favor.
Follow us on Twitter: @CrystaAnderson, @GMCPCMA
