Three Ways Event Managers Can Promote With Social Media

August 7, 2017

Jonathan Morse

Jonathan Morse is the CEO and founder of Tripleseat, a web application for restaurants, hotels and unique venues.

What marketing tools do you use to promote your events? Is social media on that list? It should be.

It doesn’t matter how familiar you and your business are with social media. Your audience is using it and that means you need to be there. Americans check their social media accounts 17 times a day. Having a presence on social media means that your potential event attendees are more likely to see your posts and promotions there.

But with the number of options of social networks, marketing tools, trends and types of content to share, how do you use social media the right way to reach the right prospects? Here are three suggestions that work.

1.     Livestreaming video

Social networks are pushing live video right now, so this is the time to take advantage of it. Live videos shared on Facebook, Instagram, Twitter and LinkedIn get more priority in social media news feeds, which means that the networks alert your followers when you’re live and your broadcast has a better chance of being seen than other organic (non-paid) social media posts from your business account.

And viewers are hooked. People spend more than three times more time watching a Facebook Live video than a video that is not live. Combine that with the fact that 71% of Facebook users are more likely to make a purchase if someone referred it to them on social media, and you have a perfect formula for increasing event registration.

How can you use livestreaming? Update attendees prior to your event and share the benefits of attending, interview your speakers or plan a Q&A session so attendees can get their questions answered by a live person. You could also livestream part or all of your event to show attendees what’s happening and share that video later on to promote your next event.

2.     Visual content

Every marketing promotion should include visual content. Period. It doesn’t matter if you use photos, videos or graphics. Content that includes images gets 94% more views than those without.

Promote your event by using visuals such as:

·      Images that include the event name, time, date, location, contact information, and registration link

·      Quotes from your event speakers

·      Relevant tips or statistics

·      Infographics

·      Videos that preview what’s happening at the event

·      Photos of your staff behind the scenes

You don’t have to be a designer or a professional videographer to create your own visuals. Try free design tools like Canva, PicMonkey and Adobe Creative Cloud Express – they have great templates you can start with or you can use your own colors and branding. For video, use your smartphone camera and edit with apps like Spark Video, YouTube’s app or Title Master. Make sure to use these images on social media, in blog posts and in your email marketing.

3.     Social media ads

Unfortunately, social media isn’t free. The best way to make sure your social media promotions get seen is to purchase social media ads. You don’t have to spend money on every social network. Just concentrate on the social networks that your audience uses so you can reach the most people. You don’t have to spend a ton of money on your promotions. Each social network will show you estimates of potential reach based on the amount of money you want to spend and the demographics you’re targeting. You could even test with a small amount to see what works and then increase your spend.

Get ready to fill your seats

As social media becomes part of your event marketing plan, it will get easier to plan for it and you’ll be in better shape to attract registrants. Trying just one of these tips will help grow attendance at your next event. Start with the content that works for you, master it and then experiment with another type. 

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.