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charly-ra · 4 years

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5 Ways to Promote Virtual Events on Social Media in 2020

2020 has seen many shifts in marketing strategies, most notably the move to virtual events. For many companies, this has shifted digital marketing efforts from promotion of physical event attendance to online webinars, participation in online industry events, and other virtual seminars or meetups.

As digital marketers, it is important to quickly adapt to the changing landscape in your customers’ industries and the marketing world as a whole. Let’s explore the ways that social media marketing can be used to quickly and effectively shift strategy to increase attendance, participation, and awareness for your customers’ online events, webinars, and virtual happenings.

1. Take Advantage of Organic Social Media Features

Incorporating messaging and promotion for upcoming events into ongoing social media strategies is a key component to increase event awareness and ultimately, attendance. However, it is also critical to look to specialized features on social media platforms in order to make your event stand out.

Let’s take a look at some of the key features and strategies to consider when promoting an online event.

Social Media Stories

I wrote in a recent post that stories will be a key component to social media success in 2020. Instagram stories specifically grew at a rate 15X the rate of feeds in 2017 alone… and this isn’t slowing down anytime soon.

For virtual event marketing, digital marketers should use stories on social media to tease for upcoming events, link directly to registration pages or further event information, and increase overall awareness of the event with their target audience.

Facebook Events

When hosting an event online, companies should create an “Event” on Facebook that contains the what, when, and where for their target audience. Attendees can then RSVP and be reminded of the event automatically by the platform. In addition, this allows you to directly interact with potential attendees and increase exposure as friends of your attendees will see their interest in the event on their newsfeed.

Companies can also boost their Facebook event through paid advertising in order to further increase attendance and share the event with target accounts and relevant audiences within their market.

Instagram Countdowns

While many B2B companies focus social media marketing efforts on LinkedIn, Facebook, and Twitter, Instagram is another platform that can and should be used to boost engagement and web traffic specifically.

Instagram offers many creative tools that engage audiences, such as the ability to create countdowns for upcoming events or announcements. B2B companies hosting online webinars or other events should use countdowns on Instagram stories as a way to promote and build excitement for upcoming events, linking back to relevant assets or the event registration page.

Live Streams

There are a multitude of event formats companies can choose from when hosting virtual events. If the event is an open-format focused on awareness and engagement rather than registrations, live streaming the event across social media platforms such as Twitter, Facebook, and LinkedIn is a great way to promote real-time, genuine interaction and conversation with potential leads.

Promoting the live streamed event prior, as well as ensuring company employees are aware and involved on social media during the live stream, will help to aid efforts and increase engagement and reach for the event.

2. Pay Attention to Your Messaging

As we move further into 2020 and virtual events become more prominent for companies across the globe, refined messaging will be an even more critical component.

Digital marketers should put themselves in the shoes of their target audience. Why should they take the time to attend this specific online event or webinar? What will be the benefit? Why is it worth it? It is important to consider what your audience needs and why it is crucial for them to attend your event, now more than ever.

Using list-based posts on social media outlining the features of an upcoming event is an excellent way to quickly and clearly show your target audience the importance of their attendance. Here’s an example of that post format highlighting an article’s key takeaways:

Effects of inaccurate customer/prospect data:

– Wasted resources – Inability to rely on analytics – Negative impact on CX and data-driven programs@kavermes has more from a report by @ExperianDQ: https://t.co/RWscQVxp2W #DataDrivenMarketing

— KoMarketing (@KoMarketing) April 30, 2020

Keeping messaging up-to-date and in line with trending topics across social media platforms is also critical to success, especially as more companies start promoting online events.

For example, LinkedIn engagement was up 76% for work-from-home related content by April of 2020. In addition, looking into the “Trends for you” section of Twitter and “Today’s News and Views” on LinkedIn are easy ways to help to inform digital marketers’ messaging and promotion of upcoming online events to ensure relevancy amid the market and industry at hand.

3. Don’t Forget About Influencer Marketing

I shared my insights into a key trend for social media in 2020 in a recent eBook on Search Engine Journal. The trend? Influencer marketing.

Cross-promotion with highly relevant industry influencers through outreach and collaboration is a great way to improve visibility. However, simply increasing employee engagement and promotion of company executives’ insights around these events is an effective way to increase thought leadership and attendance. As you and your customers ramp up online event efforts, incorporate cross-promotion with program speakers and encourage employee advocacy to drive registrations and results.

For example, using quotes from speakers or executives that will be participating or presenting at the event in social media messaging and custom graphics/video is a great way to introduce the event topics to your target.

There are a few ways to integrate employees and speakers. Tagging speakers and assisting with messaging guidelines for employees to get involved on social media will additionally help to spread your message and increase event participation.

4. Incorporate Paid Social Media Advertising

Along with organic social media promotion, don’t be scared to put some money behind your event promotion, even if it’s virtual. Paid advertising on social platforms will increase visibility and attendance of your event significantly, as it allows you to reach beyond your followers on the platforms.

Consider using Lead Generation ads on LinkedIn, which require the target audience to fill out a form in order to capture important information such as name, email, and job title. This list is then available directly in LinkedIn for you or your customer.

These ads can target custom audiences using target lists, job titles, and/or industries – they even allow you to exclude competitors in order to further refine your audience.

On Facebook, a great approach is to retarget those that have visited your website via a Facebook pixel, or directly target email lists in order to turn those past touches into leads. Implement this targeting in traffic campaigns, leading your audience to a registration page for the event in order to increase sign-ups.

5. Implement Post-Event Promotion

Often, there is a missed opportunity when it comes to post-event promotion of virtual events. While registrations and participation in the event itself is an important way to measure results and success, don’t let the promotion end once the event is over. Take advantage of the wealth of content presented and either distribute to your attendees to keep them engaged or repurpose it for your blog, website, and social media efforts.

For example, creating gated on-demand versions of webinars or online seminars and re-sharing these across social media through both organic and paid channels will continue to increase relevant leads and build your network and audiences for the future. Another way to continue promotion of the event is to create summaries in the form of social media posts or content assets and blogs that can then be shared on social media. This can include quotes from the event, videos summarizing important topics that came out of it, and testimonials from those that attended.

Final Thoughts

As virtual events become more of the norm, social media marketing is a critical piece to increasing participation, registration, and ultimately, growing your business. Digital marketers should incorporate the above strategies, as well as keep a pulse on the competition and industry trends when it comes to virtual event marketing through social media.

from https://bit.ly/2YDibl6

#Digital Marketing

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ibfmp17-blog · 7 years

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12. Planning and News Research*

I’ve decided to change my idea slightly and adjust it to make it more relevant. Instead of the childrens show set, i will be going back to my original idea of a casual and comfortable retro lounge that follows the aesthetics of kitschy British households from the 70s to the 00s.

While my idea for the film to be a mashup of kids shows and political horror was fun and i was excited to do it, i found it difficult to link the two shows and ideas in a coherent and understandable way, instead i will combine political events and footage with more fitting tv shows and films, that might not be from a coherent time line, yet would match the context of the events much better than the children’s shows.

For my film, i will be researching the producer and director Adam Curtis, who has directed a politically theme documentary called “Hypernormalisation” which summarises how we got to where we are today starting at Henry Kissingers manipulation and betrayel of the east, and how that evolved into the current state of terrorism we’re at today. I plan to create a short film inspired by Adam Curtis’ style of editing and themes.

My film will also be intercut with scenes of sudden horror, for the more upsetting part of political and world events, such as terror attacks, and more horror themes will be incorporated into the actual installation itself.

Additionally, in order to make my film i will need to research important modern events through the news and media. To do this, i have been catagloging important information on recent events since 04/04/17, and have even logged events from 2016 in order to keep the timeline appropriate to my project.

There are a lot of details in this document, which i why i am putting it beneath the “keep reading” bar.

News timeline of Modern events

2016

23/06/16 Thursday

. Brexit vote countdown begins.

. At 2AM leave wins 51% to 49%

. Pound drops by 10% almost immediately

. Entire country and EU left in shock

24/06/16 Friday

. David Cameron Resigns as PM

. Boris Johnson, leader of Conservative Brexit campaign, most likely to become next PM.

30/06/16 Thursday

. Michael Gove shockingly announces leadership bid, despite having backed Boris

. Only a few hours after, Boris must announce he will not be running for PM, since he was forced out of candidacy by his own ally Gove. Media and Boris supporters turn on Gove.

05/07/16 Tuesday

. Gove is forced out of race, his unpopularity mainly driven by his betrayal of Boris Johnson

. Theresa May and Andrea Leadsom remain in the race. Theresa May worked under Camerons government as Home Secretary, yet was a remain supporter. Andrea Leadsom was the former Energy Secretary and leave supporter.

11/07/16 Monday

. Leadsom withdraws from race, due to fears of her inexperience and growing concerns surrounding comments she made about Theresa May having no children.

. Theresa May announced as new Prime Minister.

2017

04/04/17 Tuesday

. At least 70 people dead after supposed Chemical weapons attack in Syria. The toxic sarin gas was dropped by Warplanes.

. The US, Britain and EU blamed the Syrian government and their leader Assad

. Theresa May responds to the attacks with: "I'm very clear that there can be no future for Assad in a stable Syria which is representative of all the Syrian people and I call on all the third parties involved to ensure that we have a transition away from Assad. We cannot allow this suffering to continue"

. Trump blames Obama for not enforcing a harder line on Syria surrounding Chemical weapons during his run as President.

. Syrian Military deny part in attack, Russia defends their ally and claims teh rest of the world is misinformed of the events.

07/04/17 Friday

. Trump responds to Syrian chemical attack by striking their military bases

. The UK PM Theresa May immedietely backed the move by Trump

. Russia states the US should not have intervened. Putin claims the act was an aggressive attack and violated international law. US/Russia relations severely damaged.

. Russia suspends Airspace deal with the US due to events. Moscow calls for a UN meeting about the strikes.

. Syrian reports confirm 7 civilians killed and 9 wounded in US strike

. Sergei Lavrov said the strike was launched on an "absolutely made-up pretext", adding: "It reminds me of the situation in 2003 when the United States and Britain, along with some of their allies, attacked Iraq."

16/04/17 Sunday

. Assad and rebel groups made a deal to evacuate civilians from rebel towns and into pro-government towns. On the way however, the evacuation buses were bombed by suicide car bombers.

. 126 people dead, 68 of them children. Silence from the rest of the world.

. No world leaders jumped to attack terrorism within these countries.

26/04/17 Wednesday

. French Intelligence concludes Assad behind chemical attack. The chemical compound of the Sarin gas matches that of the sarin gas used by the Syrian government in a prior attack.

. The EU plans to fine Hungary for going against laws and pushing to reform the block. But in a heated debate, Belgium PM Mr Verhofstadt retaliated by telling the Hungarian Leader that if he doesnt like it, then he should just leave. In a quote, Mr Verhofstadt stated "and yet what you want to do is remain a member of the EU. Well, I have in fact more respect for a democracy of eurosceptics who are at least saying "well i don't like the EU, I don't like the values and I go out."

. The EU is not open to being reformed and even after claiming they want a more united Europe after Brexit, they continue to divide themselves, and even encourage similar referendums in the other member countries.

27-28/04/17 Thursday/Friday

. North Korea vs US war fears rising still

29/04/17 Saturday

. EU finalises and agrees on Brexit stance with Britain excluded from talks. They brag about agreeing on the terms within a minute as to show the world how ""united"" they are.

. Poland and Lithuania are hopeful for a good deal with Britain Post-Brexit since it would benefit them well, however the richer members of the EU don't care for Poland or Lithuania.

04/05/17 Thursday

. Study shows shocking numbers of young Europeans want OUT of the EU. More than three-quarters of European youth see EU as trading bloc instead of an alliance. Since Brexit, many young Europeans now consider pulling their country out of the EU altogether.

. Brussels insists that despite pouring hundres of billions of pounds into the European project, Britain has no right to EU assets. The UK was hoping that some of it's assets it owns within the EU could be used to lower the ever growing Brexit bill. Eurocrats furiously responded that Britain owns nothing. Insisting the UK pay up on £85+ BILLION brexit bill. At the end of the day, the British tax payer paid for many EU projects and should entitle the UK to cash in these assets. Once again, the EU publically proves themselves to be a money-grabbing bully.

06/05/17 Saturday

. After wikileaks reveals a mass email hack of french candidate Macron, the French Government DEMAND media outlets not publish the documents. Journlaist could face criminal charges.

. Eerily similar to events that occured before the US presidential elections with Hillary.

. Macron's En Marche! party said it had "been the victim of a massive and coordinated hack" on Friday evening, adding that it had "given rise to the diffusion on social media of various internal information"

07/05/17 Sunday

. Britain calls in War negotiator for brexit talks with EU. The War negotiator; William Ury specialises in hostile and emotional conflicts. After some aggressive and heated debates between the UK and EU regarding Brexit, Theresa May decides to call Ury in. MPs sceptical about choice, since bringing in a WAR negotiator for brexit talks, makes the ordeal seem very concerning.

. Macron wins French election

. Sighs of relief across EU audible

08/05/17 Monday

. Afghan leader announces leader of Islamic state has been killed by Afghan special forces

. Support for EU in Greece plunges as Greeks face even more austerity from Brussels. Euroscepticism is well on the rise in Greece. In April 2015 73.9% wanted to remain in the Euro, compared to a now 59.6%.

. Emmanuel Macron confirmed winner of election with 63.1% of the vote, he will be inaugruated on Sunday. Experts claim a Macron win might be beneficial for the UK

. Theresa May and Jeremy Corbyn make agreement to appear in Question Time election special to debate, after Theresa May refused to appear on tv debates and Corbyn responded he would also not do so if she refuses. Theresa however refuses to directly debate Corbyn, but instead to just address voters questions.

. Juncker announces that news leak about the Brexit meeting he had with Theresa May going "disasterously" was a serious mistake. The leak reported that he left negotations "10 times as scepticle as before." Since the leak, tensions have grown between the UK and EU with Theresa May retaliating, claiming the EU is trying to influence the results of the snap election.

. Brexit chief Guy Verhofstadt Mocks Britain with crude tweet, increasing tensions further.

09/05/17 Tuesday

. BREAKING: Donald Trump FIRES FBI Director James Comey during controversial investigation into whether the American election was influenced by Russian hacking. James Comey apparently gave inaccurate information about Hillary Clinton's emails. In a letter to the Director, Trump wrote "You are not able to effectively lead the Bureau"

. Experts claim Britain has the upper hand in negotations, since if we are unable to come to an agreement, and no deal is struck, then it will cause a recession in Europe causing the collapse of the Euro.

. Gibralter commits to hard-Brexit as Brussels continues to assist Spain in getting certain powers over the land post-deal.

. Pernille Vermund, leader of the new right party in Denmark blasts EU over Mafia style negotiations against Britain. She states "For me it is very obvious that if one becomes a member of something where you'll be punished for leaving the fold, then you should just stay clear."

10/05/17 Wednesday

. EU insists that an independent Scotland must STILL adopt fishing rules if they rejoin EU

. Trump to sit down with Russian Foreign minister one day after firing Comey

. Poll reveals more than half of Britons believe EU is plotting to sabotage snap election

. Experts claim Theresa May is already making Brexit a success

. Danish Politician calls Emmanuel Macron a "Pretty little gay boy"

. EU set to impose 140 orders on Greece ahead of bail out. The list consists of the likes of pension cuts and major tax rises.

. North Koreas ambassador to the UK has declared his nation is ready to turn US strategic assets to ashes if America's military moves an inch. This warning comes after Trump sent an armada of nuclear submarines and aircraft carriers into the region in a show of force. Tensions continue to escalate much higher than at any point during the cold war.

. Dutch politician claims 100billion Euros from ECB boss if they leave Eurozone.

. Astronomical Brexit bill of around £100,000,000,000+ set to dominate Brexit negotiations.

. Russian media labels Emmanuel Macron a "Gay psychopath who hates France"

11/05/17 Thursday

. Brexit Chief Guy Verhofstadt claim Britons will be the Victims of Brexit and offers citizens deal allowing British citizens to continue working and living in the continent.

. Snap election result projection predicts big win for conservatives.

12/05/17 Friday

. After sacking Comey, Trump attacks him, calling him a showboat and grandstander. He also claims he was going to fire Comey regardless of advisors recommendation.

. Tory MP Ben Wallace defends Brexit and claims that the EU is filled with poverty due to the broken system, and that when we leave, we will experience temporary poverty, but will overall be better off than remaining in the bloc. He cites the unemployment rate of young Spaniards and the Greek economy as examples of EU failing. Ben Wallace was a remain supporter.

. BREAKING: NHS hospitals across the country hit by Cyber Attack. Computer systems shutting down across the country and ambulances being sent to the wrong locations. Hospitals are being forced to only prioritise emergency cases. The ransonware effected a single computer through virus embedded emails and it spread throughout the system, withholding important information and national security numbers until they are paid a ransom. The computers were vulnerable as they had been functioning on outdated systems.

. Jeremy Corbyn states he will stand up to Donald Trump, swiping at Theresay Mays eagerness to appease the US president.

. Ransomware attacks reported worldwide, 74 countries have been effected by the ransomware infecting the NHS

. German MEP claims Britain must pay for Brexit mistake. Stating that "the UK must be punished for leaving the EU" completely unironically.

. Foreign secretary Boris Johnson claims EU should be the ones paying the exit bill since we have contributed so much to the European project.

. Hacker behind NHS cyber attack apparently in posession of NSA technology.

13/05/17 Saturday

. Nissan factory also targetted by Cyber Attack as countries affected by ransomware rises to 99. NHS still crippled by yesterdays attack, patients continue to be turned away at the door, while doctors work with phone cameras to take pictures of scans for evaluation.

. ISIS warn muslims to stay away from Christian events and government buildings in chilling Terror Warning.

. Europol claims Global Cyber Attack is of an unprecedented level.

14/05/17 Sunday

. Experts claim London will continue to dominate financial technologies industry Post-Brexit

. NHS faces weeks of disruptions after Cyber Attack

. Europol warns another Cyber Attack may be imminent

. After yet another North Korean Missile test, the US push for stronger sanctions. The test missile was reported by Tokyo as it landed in the Sea of Japan.

. Robert Peston claims European Courts would be needed post-Brexit, is immediately shut down by David Davis in heated exchange, where he responds "British Courts are good enough."

. NHS reportedly warned on several occasions of cyber-attack. They had even been given a large sum of money to improve their security.

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