Social Media

The Event World Changed Forever Last Week - “Now They Know”

The Event World Changed Forever Last Week - “Now They Know”

Last week, something happened that changed the event world for ever.  200 events successfully used InGo’s attendee intelligence feature, called Network Notifications, to notify their attendees and exhibitors which of their friends and customers were coming to the event.   This technology will change every aspect of event economics from why events sell-out, to whether exhibitors decide to exhibit at an event.  For the first time in event history, attendees and exhibitors will be notified (90 days before event, then fortnightly afterwards) who they know at an event. If you understand human nature and the business of events, you understand the seismic ramifications of this.

Donald Trump Vs. InGo

Donald Trump Vs. InGo

Who Drove More Social Media Influence in 2016? 2016 was the year of the influencer. The year in which traditional media was (excuse the phrasing) trumped in so convincing a fashion as to send pollsters and ad makers into hiding, witness protection, or the nearest therapist couch.  Whether it be Brexit or the election of Donald Trump, no one in what should now be referred as “legacy advertising” saw this coming.  And everyone on social media did….

 

Boost Your Social Post Engagement

Advocate Marketing is a great tool to increase social engagement for your event, but how do you keep your event posts from getting lost in people's news feeds? Follow these tips to optimize the effectiveness of your InGo posts. 

Note: Click on each image below to see more detailed descriptions of each tip.

1. Your Image

Your image is so important to getting noticed. It should be clean, colorful, and clear. 

 

 

 

ad:tech New Zealand did a great job with an eye-catching image.

  1. Your image should be brand specific and if possible include the dates of the event.
  2. Clean and simple images get the best response.
  3. If you can, incorporate a person into your image.
  4. Use bright colors. 
 
 

 

 

 

InGo images should be 1024x512 pixels. It is best if text can be centered on your image. 

 

2. Your Advocacy Text

Your advocacy text should proclaim what makes your event different and keep your audience in mind.

 
  1. Mention whatever sets your event apart. 
  2. Phrase things differently.
  3. Use special codes, contests, or giveaways to increase engagement.
  4. Keep your audience in mind: is this something they would want to share or just something you'd want to share?

 

 

BDNY mentioned what set their event apart. What makes YOUR event stand out? 

 
 

 

 

Use simple and personal advocacy text.

 

Because Twitter will sometimes remove your image, you want to make sure your text is simple and clear on its own.

 

Advocates do more than just grow an event; they reach millions of people in a trusted, personal way. Make sure to empower your advocates with posts that create the best engagement. 

How to Activate Your Alumni Community

 The Hester Family at Bar Harbor on the Maine Stop on the Tour

The Hester Family at Bar Harbor on the Maine Stop on the Tour

An Interview with Karla Hester of the Christendom College Alumni Association

In 2016, as the College was approaching its 40th birthday, and with approximately 3,000 alumni around the world, a group of alumni decided it was an ideal time (long overdue) to establish an Alumni Advisory Council. Their goal - build the alumni community and provide them with the resources and support through programs promoting alumni networking and giving, and by responding to the needs of alumni in their present situations. 

Karla Hester, the Chair of the Advisory Council, having heard that InGo was known for building and expanding communities, worked with InGo to form a plan to use a series of events in major cities in the United States and Canada in June and July to build this network. The plan was a great success and Christendom is so excited by the results, they are in the process of installing InGo for their Homecoming events. Sean from InGo caught up with Karla after the Summer Tour was complete to chat about how it went.

Sean:  Hi, Karla.  Congratulations on completing the Summer Alumni Tour!  
Karla: Thanks! 26 events in 21 states and 2 Canadian Provinces, it was a great summer. 

Sean: What was your biggest challenge going into this project?
Karla: That’s easy, outdated information. At the beginning of this project, we had primarily only been doing physical mailings to reach alumni and keeping an accurate list like that is nearly impossible. Plus, our email list consisted of just a Yahoo Group. In short, our data was full of old information. 

Sean: What made you turn to InGo?
Karla: We knew that social media is the way the world communicates and knew if we wanted to get our alumni networked, that was the place to do it. But building social profiles and trying to reach our community the traditional way was just not working.

Sean: How did InGo help?
Karla: InGo allowed us to use the handful of alumni we were in contact with to reach others in their social networks. Installing InGo on our Summer Tour made it simple for alumni after alumni to share the news about the Tour and the new Council to other alum they were connected to on social. The effect grew exponentially until we had doubled our number of Facebook followers within the first month, as well as saw a 30% rise in our LinkedIn numbers! We were even able to start and grow our Twitter presence. Most importantly, the data we gained helped us to refresh our aging contact list.

Sean: What single piece of advice would you give other alumni organizations?
Karla: Don’t discount social media as an amazing tool, not just to get your message out, but to connect your community in a way other marketing methods just can’t. Use it properly and it can be your greatest asset. Sure, your entire database is not going to be on social media, but in many instances we brought members of this database into social media as well through our marketing campaign with InGo.

 

ICCA Case Study: InGo Mobilises Advocates for ICCA Congress 2015

As you know, there’s nothing we like better than sharing the stories of our customer’s success. Outstanding client results are the most important type of marketing, the “proof in the pudding” so to speak, and today’s case study is no exception.

The International Congress and Convention Association (ICCA), the global experts in international association meetings, approached InGo in their search for a way to increase attendance at their annual Congress. ICCA had a robust social media strategy but needed a way to more effectively capture the attention of its members and convince them to attend the Congress. They understood that the most effective marketing - word of mouth marketing - can’t be purchased and turned to InGo as a way to offer their members the means, motive and opportunity to share their excitement for the Congress.

“Selling and advertising are not a good match with social channels and this tool allows us to use social media in an ideal way: encouraging our member community to promote the ICCA Congress instead of only pushing registration ourselves.”
— Excerpt from Using social media to maximise education and networking by Mathijs Vleeming of ICCA

ICCA utilized all the features of the InGo Advocate Marketing app, including: Social Registration; InGo’s unique, peer-2-peer Personal Invites; Social Posting to the attendees’ social news feeds; and the Who’s-In Social widget to display who was already attending.

The results? 18% of delegates attending the 54th ICCA Congress came in through the InGo channel and the 2015 ICCA Congress broke it's Americas attendance record.

Read their full case study for tips on how to use social media at events, including details of their InGo campaign and acquisition numbers here: https://meetingspr.wordpress.com/2015/12/16/using-social-media-to-maximise-education-and-networking/.

Why Social Media Marketing Is Not Delivering on Its Promise: Part 3

by Sean Garvey, President, InGo

Last week, in part 2 of the series, I talked about how the majority of marketers, both in the events industry and outside of it, feel frustrated and disappointed by the reality of trying to produce and measure the ROI of social media marketing. This week, I’d like to conclude this series by revealing how I believe we can change our approach to marketing on social media and better unlock its potential.

One of the implicit promises of social media is encompassed in the word social.  Social media, for all its current disappointments as a marketing vehicle, has shown many examples of the incredible cultural power it has: overnight YouTube celebrities, virilization, ice-bucket challenges, etc.  There is no doubt that there is dynamite in social media.  However, the way social media marketing has been adopted to date is with an emphasis on the marketing and a lack of emphasis on the word social.

Everyone knows intuitively that word-of-mouth marketing (trusted resources freely recommending a product or brand to other interested, potential buyers) is the most powerful type of marketing, and all the studies bear that fact out.  But that’s because it really isn’t marketing per se, at least not in the traditional sense.  Marketing is essentially an activity that brands undertake, to get their message in front of as many of the right consumers as possible, and they pay very handsomely, both to craft that message and have it delivered to the right consumer at the right time. The presence of a monetary incentive and the lack of trust in the relationship, make it a subtly but inescapably adversarial one: the brand has a vested interest in convincing the consumer to buy, and the consumer knows this.  Word-of-mouth marketing - ‘person-to-person’ not ‘brand-to-consumer’ - circumvents and cuts through all of that native distrust and natural skepticism.  The only problem is, it can’t be bought.  

In fact, to buy it is to neuter it….  

So therein lies the oh-so-frustrating rub; a technological advancement that enables word-of-mouth marketing on an unprecedented global scale, that isn’t purchasable or obtainable by brands via the traditional approach.  To square this circle, a change in thinking and a different approach is required. 

The first step is to recognize how social media is different than any previous technological advancement.  Unlike TV, email, even the printing press, it is not unidirectional (brand speaking to passive consumer.)  It is bidirectional and even multi-directional.  On social media, the “consumers” have a voice, and they love to use it.  And that leads to our second insight.  

The people on social media are not ‘consumers waiting to be marketed to.’  As noted above, they have a voice, and they are talking, a lot.  What are they talking about?  Themselves, their opinions, the things they are passionate about and want the world of their friends and colleagues to know.  Consciously or unconsciously, they are engaged in ‘brand promotion’: the brand of themselves online.   

The last insight, is to notice our own behavior on-line. None of us click on the top returns from a Google search, because we know they’ve been paid for. Yet many of us pay for them.  When logged in as ourselves, most of us are completely unaware of the “suggested posts” on Facebook, but again, many of us marketers pay for them.  

Once we’ve discovered these three insights, we can change our approach to marketing on social media and better unlock its potential.  My audience is not peopled with consumer targets; it is full of potential co-marketers.  Rather than finding more and better ways to target and track ‘consumers’ like they are game, we can turn our efforts to empowering them to market on our behalf.  This is what we call ‘advocate marketing.’

This change in approach is counter-intuitive, and takes intellectual discipline to implement thoroughly.  However, when done well, the results show beyond the shadow of a doubt, that our most powerful marketing asset is already in our possession - our audience. 

Ready to tap into your most powerful marketing? Get started by clicking below!


Why Social Media Marketing Is Not Delivering on Its Promise: Part 2

by Sean Garvey, InGo President

Last week, I talked about innovations in marketing and the fact that social media seems like a marketer's dream. This week, let’s drill down further into this promise, the reality of social media ROI and its perception among marketers. 

In a 2013 study of 750 companies across a wide-spectrum of industries, 88% said they “didn’t feel they could accurately measure the effectiveness of their social media campaigns. Fifty-two percent said that dealing with social media ROI was their biggest frustration.”   With regard to the events industry in particular, a recent Lippman study stated that, while social media is the fastest growing portion of marketing budgets, it is “perceived as providing the worst ROI for events,” right alongside print advertising.  How can this possibly be?  A worse return than direct mail?  Than telemarketing?  Email?  It seems unthinkable, and yet there it is.

One school of thought posits that it is simply a measurement issue; it’s having an effect, we just can’t measure it very well.  But that is difficult to square with the amazing instrumentation that is part of the social media marketing package.  The impressions are tracked, the clicks and click-throughs, more and more sophisticated algorithms measure the trends and eyeballs, and calibrate the “value” of digital advertising space on a moment to moment basis, and yet the sales impact still seems at best vague, at worst, non-existent.  The best we can do so far is to track meta-measurements, counting likes and retweets and followers; what is called “social media engagement.” If the sales results were there to back it up, then no doubt meta-measurements of a campaign’s engagement would be enough to quiet the perception of social media marketing providing the “worst ROI,” and we would rest easy with the explanation that “it’s working, we’re just not sure how.”  But we don’t, and the perception persists, even as we increase our spend.  And the most likely explanation is that the results are not there.

A conclusion one might come to is that what is required is more and better instrumentation.  And based on a whole hatful of emerging companies and their product offerings, it seems many have already concluded this. Re-targeting, digitally driven consumer profiles compiled real-time, social network and behavior analysis, all tied to more and more perfectly timed message delivery capabilities, indicate that this is the answer in vogue.  But can we reasonably expect dramatically better results from this wave of improved instrumentation?  Given the nature of the case, we might rightly expect incremental improvements, but it is just as likely that this trend may result in “digital stalking” legislation, and no indication that it will produce returns in line with our current expectations of social media.  The answer isn’t more technological capability to improve the same dynamic.  The dynamic itself needs to be changed.  But how? 

Join me next week as I answer the question by revealing how we can change our approach to marketing on social media and better unlock its potential. READ PART 3

Why Social Media Marketing Is Not Delivering on Its Promise: Part 1

By Sean Garvey, President, InGo

In the long history of technological innovations that have impacted marketing, social media and the promise it holds seems to be unique. Never before have there been such massive expectations, coupled with a growing sense of under-performance on those expectations.  
 
Earlier innovations, going as far back as the printing press, or telephone, or more recently email, brought with them significant expansions in reach, and significant reductions in cost. For brands looking to reach consumers with their message, these technological advances provided large boosts in marketing activity; they were able to reach more and more people, and at lower and lower cost.  In the early days of adoption, these technological advances were correlated with boosts in sales, and it seemed that all that was required was to adopt the technology and “spray and pray.”  Over time however, as each new marketing channel reached a saturation point, its effectiveness plummeted, as the “noise” factor spiked, showing that the correlation might have been better understood as “early adopter advantage.”  Ultimately, the “noise” got so bad that civilized societies began to legislate and regulate them in order to protect the consumer (see the TCPA, the CAN-SPAM Act, as examples.)

Besides reach and cost, another aspect of these historical technological advances has been ‘targeting’ – the ability to reach the right consumer, not just any consumer, with one’s message.  Over time, marketing advances have attempted to include greater and greater audience and demographic specificity.  The evolution of television advertising illustrates this well. At first, advertising on broadcast TV was enough; no matter what time of day or which program, you knew you were reaching the more affluent demographic.  As TV became a standard household appliance, certain times of day were designated “prime time” viewing, and certain shows could be relied upon to attract certain ages and sexes of the population.  The advent of cable TV, with its local capabilities and plethora of content-specific options, enabled advertisers to pinpoint zip codes and lower the price point so that smaller, more regional advertisers were able to advertise on TV.  It’s not an accident that beginning every evening at 5pm, the Golf Channel runs ads for erectile dysfunction cures on heavy rotation.
 
However, throughout these advances, as reach increased and cost decreased and as targeting capabilities got further and further refined, return remained fuzzy at best, and low at worst.  The return on dollars spent by marketing channel remains a highly dubious pseudo-science, with the result that most marketing spend decisions are driven primarily by tradition - “because we have always done it that way.”

Social media marketing seemed like it would solve all that.  Here was a marketer’s paradise: consumers freely sharing the most exact and intimate details about themselves, and not just demographic detail like sex and age, but likes and dislikes, interests and hobbies, etc.  Social media itself had the added benefit of being highly addictive, so people were spending gobs of time on their social network of choice. Add to that the unparalleled instrumentation that digital technology provides, and it is no wonder social media marketing had out-sized expectations.  Never before had there been such a powerful intersection of knowledge about, and access to, the target.  Marketing on social media should literally be like shooting fish in a barrel, except in this case, the fish help load the gun.

But it’s not…..  

Check back next week as we delve further into social media ROI and how it is perceived by marketers. READ PART 2

Highlights From InGo’s Summer Lecture Series

Industry Experts Thomas Kramer and Charles McCurdy Share Insights with the InGo Team

September 23 was the fall equinox in the Northern Hemisphere, marking the official end of summer and for those who love long, warm days as much as I do, it was a day of mourning. It was also a day of reflection on the season past, which for those of us at InGo included not only the usual vacations and Wednesday lunches in the park, but also group of talented and energetic summer interns and a summer lecture series given by two of our board members.

Thomas Kramer, current CFO of Opower and Co-Founder of Cvent, joined the InGo team around the conference table for lunch in June to share a meal of smoked salmon, some insights on building an event start-up from zero to IPO, the elements of success, and some gems on being a Norwegian in America. Of the many wonderful points he made, his comments on the how everyone in a company is in the sales department were particularly salient. He walked through each group, from development to marketing and sale to finance, and highlighted the importance of their role winning customer confidence. It was great advice for companies large and small but particularly for start-ups.

 Thomas Kramer Gives Lecture for InGo's Summer Lecture Series

Thomas Kramer Gives Lecture for InGo's Summer Lecture Series

In July, Charlie McCurdy, the Director and Chairman of the Board of the Society of Independent Show Organizers, having just been appointed CEO of Informa’s Global Exhibitions division, was unable to make the trip to DC, so he joined the InGo team via video conference. Charlie drew on his long experience in the exhibitions industry to speak to the team about trade shows as a business, covering not only why they exist, but what they do for customers, exhibitors and attendees and how they create shareholder value. Among his many informative points, Charlie spoke about how just as the advent of email dramatically changed the way events were marketed, the advent of social media is again bringing about a fundamental shift. 

Hear more about what Charlie had to say about trends in trade show marketing as well as the growth of the trade show industry in these videos clips.

6 Tips for Using Instagram to Promote Your Event

6 Tips for Using Instagram to Promote

This is a guest post written by Dean Ronnie at Conference Care.

When it comes to social media for events, you probably already use Facebook, Twitter, and LinkedIn but are you using Instagram? If not, there’s no better time to start! Instagram is a great platform for promoting your event, building your brand identity, and increasing your following. Even if you’re already on Instagram, you may not be using it to the best of its ability. Here’s an overview of what to consider when using Instagram for your event.

1. Keep active

Like all social media, the key to Instagram is activity. While you don’t want to spam your followers with constant or irrelevant images, make sure you post regularly, keeping your event fresh in people’s minds before, during and after the big day.

2. Unleash the power of the hashtag

A well-placed hashtag is the key to getting your content seen, so decide on an official hashtag for all the social media for your event and stick with it. Hashtags have the power to link content, so encourage those attending your event to use this hashtag too. This lets you create a diverse, easily accessible catalogue of content that captures your event from all angles. And it’s free!

Be sure to look at trending hashtags as well, but remember: Only use those that are relevant to your event. Otherwise, you’ll find yourself receiving a lot of irrelevant traffic and people might be turned off by your brand.

3. Look at the data 

Review your previous posts regularly to identify data trends. Look at the time of day your posts are receiving the most engagement. Look at which trending hashtags are working and which hashtags aren’t. Alter your Instagram strategy accordingly.

4. Tell a story

Use Instagram to tell a story and create an experience for your followers. This should start months before your event begins to help build up excitement leading up to the event and continue until after the event has taken place.

On the day of your event, you should post a steady stream of content, crafting an experience for both those in attendance and for those who weren’t able to be there. By sharing captivating imagery, you will give those not in attendance a taste of what they are missing out on, hopefully persuading them not to miss out again.

Don’t limit the content you share to your own imagery and videos either. Instead, “regram” and showcase content created by your attendees to provide a different angle on your event. (You might consider using the free app Regram rather than doing this manually.)

5. Share elsewhere

In this modern world, no app is an island. Give your Instagram content maximum exposure by sharing posts on Facebook and Twitter. It also makes sense to have an Instagram feed on your website, keeping site visitors updated on the day of the event.

6. Embrace the companion apps

The secret to success with Instagram is not just using the app on its own but using it in conjunction with the various companion apps that are available. Stay tuned to this blog for an upcoming list of apps to make your images stand out from the rest.

 

Author bio: Working on behalf of Conference Care in the UK, Dean Ronnie writes passionately on the subject of events and in particular, event technology. With a strong interest in technology, Dean is constantly investigating the ways in which technology can transform events and help us further engage our delegates.

Event Marketing Mishaps that Drive Attendees Away

running away

This is a guest post written by Kristen Carvalho of etouches

As an event planner, you do so much more than just plan your events. You become a marketer, a website designer, a salesman and even a food tester, so sometimes it can be hard to do everything right. Things are going to fall to the wayside and you are going to make mistakes, but the important thing is to learn from them and do it differently next time.

One area where eventprofs seem to make the biggest mistakes is their event marketing. Time and time again you will find a website that has the wrong event logo, missing information or no social media pages. Do you think that will make people want to attendee your event? The answer is no. You need to get your event promotion in check when it comes to your social media, event website and event emails. Let’s go through some of the top mistakes eventprofs are making on each channel so you know what NOT to do when planning your next event.

The Not So Social, Social Media

Social media is one of the first places that people will hear about your event. With the #eventprofs community on Twitter and more people flooding to social sites for their daily news, social media is a must for any event promotion. Yet people still don’t know how to properly market themselves on Twitter, Facebook, LinkedIn, Instagram and other platforms. Here are the biggest no-nos:

  1. Bad Hashtag – Event hashtags are a must, but you need to do your research. First is to know the hashtag rules: make it unique, short, memorable and consistent. The worst thing you can do is make a hashtag that another event already uses. For instance, Event Tech Live in the UK and Event Tech in the US held their shows weeks apart in 2014 and used the same hashtag, which just confused attendees.
  2. A Dead Social Site – Great, you made a Twitter and Facebook page for your event, but where is all the content? Don’t make a site on every social platform just to say you did it. You need to actually update it on a consistent basis and not just when your event is happening. The great thing about social media is that you can create a community for your event year round by posting industry content even after your event.
  3. Too Much Self Promotion – Don’t you hate it when you meet up with a friend and all they can do is talk about their life and you never get a word in? That is how people will feel about your Twitter or LinkedIn profile if all you do is talk about your event. You need to also engage with your followers, post relevant content and topics that are connected to your event.

The Sloppy Event Website

What is an event today without an event website? A child’s birthday party. You really can’t host a registration based event without a website where people can go to register, get more information on location and find out who will be speaking. However, people are still forgetting to walk in their attendees’ shoes when creating their websites and are missing the mark in big areas.

  1. Not Cohesive – When it comes to your event website you need to make sure that your logo on your website is the same as on your social pages. Don’t let your attendees get confused about who you are and what your brand is. They won’t remember you.
  2. Dead Ads – You have a banner ad at the top of your page that promotes your registration sponsor, but when I go to click it, nothing happens. Constantly check your ads and links on your pages to make sure they work. Don’t have someone click on a link that leads nowhere.
  3. Can’t Find Basic Info – Do not have your attendees searching for your location, time, date, registration link or social site. This is probably one of the biggest mistakes that events make in terms of marketing. If you don’t have the basics clearly mapped out, who is going to know where your event is, let alone register for it?
  4. Long Registration – For event registration, make it simple. Don’t have too many questions or too complicated questions that have the attendees just wishing it was over. Ask the important questions only!

The Curse of the Neglected Emails

With email marketing, you really are hitting everyone in your database from assistants all the way to the executives, which means there is no room for mistakes. People are at their computer the majority of the day at work and have their email up. This is your best chance to reach your prospective audience and you don’t want to lose them because of some easily avoidable faux pas.

  1. Unlimited Errors – From spelling and grammar mistakes to the wrong dates or times for sessions, there is no room for mess ups in your emails. Errors will make you look sloppy and your attendees may start to think that you don’t take pride in what you do.
  2. Covering Too Many Topics – Don’t send out an email that is trying to do too much at once, like an email that talks about the keynote, the networking sessions, stats for the events and the exhibitors attending. You will lose your readers after the first paragraph. Keep it short and use images where you can to keep them interested.
  3. No CTAs – How do you create an effective email with no call to action? The answer is you can’t. You can’t expect that people are going to proactively visit your website or your registration page after they open your email. You need to have links that lead them there, links that make them want to click to find out more.
  4. Untargeted Emails – Please, please, please, if you are creating an email campaign to get people to register, do a query ahead of time and make sure you are only sending emails to people who actually haven’t registered. It is incredibly annoying to have already registered for an event or become an event sponsor and still be constantly bombarded with emails that are now useless to you.

The overall goal of your event is to get people to register, come and leave your event happy. In order to get them to register, you need to make sure that you are making the right moves in terms of your event promotion on social media, your website and in your emails. If you can’t remember everything from this post try to remember two things: do your research and take a second look at every piece of marketing material that you send out!

etouches is a leader in in-cloud event management software. Covering every major function in the event planning lifecycle, etouches is a top choice among event professionals. Founded in 2008, the company has more than 900 customers in 35 countries. The multilingual, multicurrency software offers registration, event website creation, survey, email marketing, scheduling, speaker/exhibitor/sponsor management, seating, project management, budgeting, venue selection, booth purchasing, social networking and mobile app creation. Headquartered in the United States in Norwalk, CT, the company has three wholly-owned subsidiaries with offices in Reading, UK; Sydney, Australia; Dubai, UAE.

KRISTEN CARVALHO joined etouches in November 2013 and is the company’s Senior Content and Social Media Manager. She is charged with setting and executing the social media and content strategies to support the marketing team efforts to increase equity and online brand awareness. By researching the latest industry trends, leading platforms and apps, she is able to find new ways to engage in conversations within the industry. Her focus is on finding new blogging partnerships, aligning all social media channels and online content, and growing the company’s visibility throughout the industry and multiple regions.

 

Prior to joining etouches, Kristen worked as a content and social media producer for a happiness start-up website.  Kristen has a passion for social media, writing and producing lasting content that has a positive effect on people.

Event Marketing on Pinterest

This is a guest post written by evvnt.

Pinterest, the social network where users share content, links and products illustrated by attractive visuals, continues to be one of the most popular social media channels. Recent reports indicate that Pinterest is sending more referral traffic to websites than LinkedIn, Google+, Twitter or Youtube.

As with any popular social network, our first thought is, “how can we use it for event promotion?” Here are some tips on using Pinterest to promote events.

Decide if Pinterest can help attract the right attendees for your event.

Before you start using Pinterest for event marketing, you need to be sure this social network will help you reach the right customers. Here’s when Pinterest might work for you:

  • You’re trying to attract a female audience. 70% of Pinterest users are women – and an even higher percentage of Pinterest’s most active users are women. While more men are starting to use the site, Pinterest is still a bit of a girl’s club.
  • You’re trying to reach 25 – 44 year olds. Over 50% of Pinterest’s users are between 25 and 44.

Get the right promotional content.

To make Pinterest work for your event promotion, you need great photographs or videos of your events. Content work bests on Pinterest when it has a visual wow-factor. Here are some ideas.

  • Get a nice camera or professional photographer. The most popular images on Pinterest are glossy, high-res images, not photos taken on an iPhone.
  • Make sure your photos have a clear focus (i.e. don’t just Pin big group shots). Content works best when it is about a specific subject such as a great outfit, a cool dance move or a crazy lights display.
  • Add your logo, but make it non-intrusive. People don’t mind Pinning content that has a brand logo – as long as it doesn’t detract from the actual visual content.
  • Try Pinning videos – but make sure the still image that represents your video is still attractive and visually appealing as that is what will encourage people to watch.
  • Consider editing your images to include relevant quotations. Inspirational or funny quotes along with images are incredibly popular on Pinterest.

Think beyond your event to promote your brand.

If your aim is increasing brand awareness and driving visitors to your website, think about ways to go beyond simply crowd shots at your event and leverage some of Pinterest’s most popular subjects.

  • Recipes. ‘Recipe’ is one of the most popular tags on Pinterest. Can you take a series of photos of your host city’s classic menu items  and include the recipes for them in the comments of your post?
  • How-Tos. ‘How To’ pictures are also incredibly popular. Can you include a how-to for designing the most attractive booth, or a how-to for a great game you used to make your exhibit more engaging?
  • Quotes. Inspirational or funny quotations get spread like wildfire on Pinterest. Do you have any great quotes that might be relevant to your events that you could include on photos or on their own?

For all of your images, make sure you host them on your own website’s blog or photo albums. Then, install the Pin It button to your browser and Pin the images directly from your website – that means that the Pin on Pinterest will link back to your website. You’ll also want to include a description for each of your images that references your brand name as well.

evvnt can help you market your event on Pinterest! Sign up for a free account, submit your event once and let us promote it to the most relevant event listing sites in a click!

ABOUT EVVNT – evvnt enables people all over the world to fill their events utilising the most effective event listing sites on the web. Every minute, with little more than a click, more events and conferences appear in listings, in search engines and on mobile – discoverable by both category and location. With next to no effort customers of evvnt get better attendance; while consumers find events they previously had no idea existed. To date customers in 70 countries worldwide have submitted over 500,000 thousand event listings, created over 300,000 live links, and generated 1 million clicks to ticketing and registration pages. Learn more at www.evvnt.com