I would add that technology can also be used to geofence your event geographically. This pulls all non-tagged posts and records them for later viewing.
Posted by AnnMichaels in Social Media Listening
It’s become second nature for many of us to take to social media to enhance a shared experience. Who wouldn’t want to share videos from a concert of your favorite band? Or a winning goal score by the home team? Social media helps us construct our own experience of the event. It can also be rewarding for brands and creators who get to chat with individuals and experience their genuine, instant reaction to what’s happening.
By focusing on specific key points, processes and people, brands can ensure the live events they’re involved in are a success. If you’re planning a live event, here are steps for successful social media amplification.
Connect to Social via WiFi
A great way to pull data from participants is simply through the WiFi network that you provide. A few new companies now offer WiFi that allows you to quickly collect customer contact data. Through this, you can match up social media activity with individual attendees and get the information you need.
Social Media Listening
During any event, a certain percentage of attendees will be actively communicating on social media. If they use your event hashtag, you can easily follow these activities, but it’s important to pay close attention to everything that’s being posted about your event, across multiple social platforms.
From this listening, you can gather the usernames of those who are most likely to be interested in buying from you and follow up with special offers or a simple thank-you note. You can also pull reports that give insight into the overall performance of your events, as well as the conversations happening around it. All of this will help inform future event decisions to increase your chances of success.
As social media has grown in popularity with marketers, hashtag analytics have emerged as a great way to monitor user behaviors. Each event should have an assigned hashtag that is heavily promoted to attendees. Before, during and after the event, you should monitor activity on that tag and gather information on those who are posting.
Keep the Discussion Going
Live events are best thought of as the beginning event. Tweeting may spike when a goal is scored, but fans will continue to discuss the match after the final whistle. Successful live events keep the discussion going when the event is over. That means keeping a few community managers working after the event is over, even if it’s hours or days after.
One fun way to get attendees to willingly share their information is through the use of a photo booth at your event. You can set this up yourself using an interesting backdrop and some fun props, then assign a team member to snap photos of participants. Of course they will want to share the image on social media so don’t forget the hashtag!
You can also gather social usernames this way, and require participants to provide a name and email address in exchange for a copy of the photo. After the event, you can use the information you’ve collected to send a thank-you note or to follow attendees in the hopes that they’ll return the favor.
As fun as photo booths can be, you don’t have to do anything that formal to get results. Consider incorporating elements into your event that will encourage attendees to share on social media. A mascot, a makeover or a fun interaction with one of your products that is photo-friendly make for great selfie options.
You could also tie a fun promotion to sharing at the event, promising a giveaway where the winner is drawn from those who share selfies of themselves with your product. This type of sharing helps you gather usernames while also giving your brand exposure to those users’ online followers, as well as other attendees viewing posts under the event’s assigned hashtag.
The Bottom Line
When live events are well-managed and moderated, they can be great experiences for brands and fans alike. Hosting a live event can be a brilliant way to engage audiences and generate buzz beyond the brand’s existing fan community.
Piecing together and analyzing multiple data sources for a live event is a vital part of increasing sales potential and growing a customer base. Social media enables s a wealth of data collection. By applying social media data collection to your own marketing efforts, you can put information with all of the smiling faces who post on social media during your activations and experiences.