7 ways to take ownership of the content around your event

by / Thursday, 03 August 2017 / Published in Blog

A lot of work goes into organising an event, and sponsoring one can mean a substantial investment. As an organiser or major sponsor, it’s important then that you get the most out of your conference or awards ceremony. Here are seven ways you can take control of the content surrounding your event.

  1. Announce speakers on social media as they are confirmed

Start building excitement about your event early by announcing speakers as they’re confirmed. Add the speaker’s profile pic and bio to the event website and then tease them on your social media accounts. This approach could help to generate ticket sales and get people talking about your event weeks before the day.

  1. Write a lead-up blog post

Supplement your teaser status updates with a pre-event blog post. What are the key topics? Who’s speaking? What will they be speaking about? Will you be running any workshops during the event? Who’s the keynote speaker? What can attendees expect? You want to start piquing people’s interest but also creating original content that can be shared across your social media accounts, and hopefully re-tweeted or shared by your followers across their networks.

  1. Create a dedicated hashtag

Your event needs a dedicated hashtag. Don’t over-complicate the hashtag, make it memorable. Make sure to tell people what the hashtag is early and explicitly before they make up their own. Use the hashtag in EVERY social media update you send out and encourage others to use it before, during and after the event; enough usage can lead to a genuine buzz and some events can see their hashtag become a Trending Topic on Twitter, which is great for exposure. Any supporting marketing collateral for your event should also feature the hashtag; we’re talking hashtag saturation here.

  1. Tweet live from your event

To truly claim ownership of your event’s content, your social media updates need to be visible. Live tweeting at the event is de rigueur these  days; your attendees will be tweeting so you need to be, also. In fact, if you want to be the premier source of content for your event, then you need to be one step ahead of everyone else. Tweet snippets of speakers’ presentations: stats, key points, quotes, photos, etc. You want attendees to share your updates, but it’s important that you re-tweet or engage with people tweeting about your event, too. Live tweeting is a tricky job, so if you haven’t got a member of staff who can do it, you might want to ask a specialist to take charge. They’ll be used to the intense multi-tasking of live tweeting and will be able to keep your updates flowing.

  1. Don’t forget the visuals

During the event make sure that the majority of your social media updates are accompanied by a photo: photos of the speakers in action, close up of a particular slide with an earth-shattering statistic, atmosphere shots to set the scene, and so on. It’s also good to try and include any branding in these shots, so if you’re taking a photo of a speaker, try to get in the branded background or roll-up stand. This solidifies the brand’s involvement in the event — whether it’s your brand, or the brand of your main sponsor. Short video of gathered groups are also a good way to show the crowd and buzz at your event. Remember, any photos or videos need to be of good quality. Do not post blurred or shaky photos: these will do you no good at all. Use known,  good-quality camera phones, or be prepared to use a digital camera with in-built WiFi for easy posting to social media.

  1. Create vox pops during the day

Get down with the crowd by filming short vox pops during the day with attendees. Have one or two quick-fire questions ready to go. Simple questions to ask attendees are:

  • Who’s been your stand-out speaker today, and why?
  • What have you learned today?

Consider short interviews with speakers – again, have maybe one generic question in mind, e.g. what digital marketing tool could you not work without? You can either compile all your footage later using handy apps like PowerDirector, or maybe even consider live video on Instagram or Facebook.

  1. Write a recap blog post

Extend the life of your event by writing a blog post that summarises all the key moments. Once you publish the post, share it across your social media channels, remembering to include the event hashtag. In the post you want to recap the event for those who weren’t there, and with any luck, if it’s an annual event, this blog post could serve as advanced marketing for next year’s conference.

If you’d like to chat about how we can help you take ownership of your event content you can call Deirdre in Cork on +353 21 2348474 or Sheila in Edinburgh on +44 1875 341 583.


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