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If your live event happened without digital, did it even make a sound?

We’re always excited about new platforms and how consumers are using social media, because it helps us connect brands to their fans. But even though digital marketing and social media seem ubiquitous, there are some spaces where there are still major opportunities.

Take live events: It’s a traditional marketing space that can seem almost old-fashioned in a lot of ways. Sure, a trade show may create a Facebook Event page and create a hashtag, but there are so many more things we can do today to truly make it an experience for fans — and future fans.

Think about the lifespan of your event from the time you announce its existence, all the way through attendees sharing stories and memories about your event long after it happens.

If you are in the events space and you are not using all of the social tools in your toolbox, you are missing out.

How do we know live events represent an opportunity for social media marketers? Check out these stats:

  • Only 55 percent of U.S. marketers use real-time marketing to promote their events, according to Wayin
  • While 88 percent of U.S. marketers use social to increase awareness of their event before it happens, only 58 percent of them engage their audience during the event, according to Freeman XP and Event Marketing Institute
  • And only 54 percent use social to relive highlights after the event occurs, (also according to Freeman and EMI)

My advice for best practices for live events include using social to drive interest and awareness of the event, captivating attention and encouraging participation during the event, and providing the platform and tools to share excitement and stories after the event.

Think about approaching your live event the way successful brands approach a campaign. Use email marketing, paid ads, SEO, and run data analytics after the fact to see what really works for your events. In addition:

  • Social media marketing. This includes community management before, during and after your event. Consider social media ads, live videos, and influencer outreach.  
  • Custom content. Your event should be branded with custom photography and graphics. It’s increasingly essential to have both live and scripted videos, as well as user-generated videos.
  • Real-time social walls and visual displays. Technology drives interest, increases attendance and creates an experience for attendees and those who wish they were!  Think about TINT, which streams content from multiple sources on any screen. With this platform, you can curate your attendee posts, and have social monitoring during the entire event. Our partners at Cinebody can turn fans into filmmakers for content during (and long after) your event.
Jason Cormier

Jason Cormier

As co-founding Partner of Room 214, Jason is dedicated to helping people and companies grow and innovate. He is a best-selling author of Transformative Digital Marketing, is on HubSpot's Global Partner Advisory Council and serves as a mentor for social entrepreneurs at Watson University. He believes in acting out of love instead of fear, connected leadership and open book management.