The internet and social media has connected strangers far and wide by allowing us to engage in quick or in-depth conversations. But this doesn’t mean that connecting in-person isn’t important. Your brand still needs to physically connect and interact with its customers. But how do you measure these touch points? This week, we discussed just how to attribute ROI to in-person events.
Create Buzz With These Best Practices
Make sure that your connecting the digital world with the physical world by incorporating your brand attributes and an event hashtag throughout your space. Brainstorm and document your strategy beforehand and really understand what your goals and objectives are before investing your time and resources into an event.
Be unique, clear, memorable, short and not negative. #SproutChat
— Joshua Aaron 🌴☀ (@SoCalSMM) November 9, 2016
A1: Use the event hashtag to gain exposure, but make sure your content stands out or your posts will get lost in the stream. #sproutchat
— Richard Hostler (@CNXN_Hostler) November 9, 2016
A1: @SproutSocial Create signage with the # put them around the event. Tweet quotes that resonate with your followers, #SproutChat
— Sid says (@Sidneytoldme) November 9, 2016
@SproutSocial A1: Create something unique but simple so it won't be misspelled! #SproutChat
— Nicole Schneider (@nicolemaries__) November 9, 2016
Take What You’ve Experienced at Events & Apply Those Learnings
Branded or not, we’ve all attended an event. Think of what you’ve loved and disliked about the previous business events or conferences you’ve attended and apply these special touches to your own in-person marketing opportunity.
@SproutSocial I like how @cmicontent uses #cmworld without the year, and keeps the conversation going on and offline. #sproutchat
— Martin Lieberman (@martinlieberman) November 9, 2016
A2: Create places that make a good visual spot for livestreams and selfies. #SproutChat https://t.co/HFpHnexZ7Q
— Erika Heald (@SFerika) November 9, 2016
A2: for.some events, seen the big ♯ with dual purpose..photo-op and hashtag promo! #SproutChat http://pic.twitter.com/6wE0OziJ6e
— Gauri Salokhe (@gaurisalokhe) November 9, 2016
A2: Be personal with people by engaging with those who are talking about the event, whether they're there in-person or online. #sproutchat
— Annaliese Henwood (@MktgInnovator) November 9, 2016
Understand How Events Can Impact Your Bottom Line
Events can have a long term impact on business contacts. Attribute ROI to your in-person efforts by tracking referrals, maintaining relationships, measuring attendee engagement and facilitating a digital conversation before and after your event.
A3 By the relationships, quality of leads I make at them. #sproutchat http://pic.twitter.com/JELQ7YtUr4
— Linda Mann (@TalentExch_Biz) November 9, 2016
@SproutSocial Q3: Are people talking about it? Going to the next event? Is event attendance growing? If yes, then it works #SproutChat
— Sid says (@Sidneytoldme) November 9, 2016
A3 take a look at conversion before and after and year over year. Helpful for budgeting for participation next time. #SproutChat
— Michelle (@michelletweet) November 9, 2016
A3: As a brand- # of people aware we were there, real-life engagements, visits to bios/content, leads generated (on or offline).#SproutChat
— Tim Mohler (@TimothyMohler) November 9, 2016
Make Authentic Connections
Networking can be a daunting task, even for marketers. Seize your in-person event opportunity to make authentic connections by just being yourself. While this is often easier said then done, attendees and peers will appreciate a host who finds commonalities between themselves and others and follows up after the event.
A4: No new connection is a bad connection. Stay in contact w/ them. You never know when/how business opportunities can appear. #SproutChat
— Site-Seeker, Inc. (@SiteSeekerInc) November 9, 2016
A4: Find some common links beyond just job. Kids, sports, skiing, cars, cooking, etc… #SproutChat
— Joe Martin (@joeDmarti) November 9, 2016
A4 See if you can connect before the event to set up logistics #sproutchat
— Toby Metcalf (@Toby_Metcalf) November 9, 2016
@SproutSocial A4. Be yourself. Don’t try to just rack up your LinkedIn connections, make it personal & make it count. #SproutChat
— Jordan Bath (@jbath13) November 9, 2016
Interact & Engage With Attendees
Make your brand memorable by interacting and engaging with attendees in way that’s natural, yet unexpected. Invest in an eye catching, interactive booth or swag that guests will find useful. When executed properly, both can keep your brand top of mind.
A5: If your goal is to engage & develop a relationship- the booth. People have to be able to find you & know what you're about. #SproutChat https://t.co/X4aUr11tTw
— Tim Mohler (@TimothyMohler) November 9, 2016
A5 I feel like booths are only cool in the moment. Give them something lasting and helpful with your branding. #sproutchat
— Linda Mann (@TalentExch_Biz) November 9, 2016
@SproutSocial A5. Memorable (& useful) swag. Giving away water bottles, etc. can be something people won’t want to throw away! #SproutChat
— Jordan Bath (@jbath13) November 9, 2016
@SproutSocial Q5:Depending on the size of the crowd, swag works better with a larger audience, booth is better 4 smaller groups #SproutChat
— LAVIDGE (@lavidgeco) November 9, 2016
A5 they can take it with them!!! (And don't forget to put hour # and @ on it!!) #SproutChat
— Michelle (@michelletweet) November 9, 2016
Be Personal
It’s important to follow-up with attendees after an event. Sending a personalized, handwritten thank you note or email is a good way to stand out. However, make sure that you tread carefully and aren’t being too invasive or going right for the sale.
A6 Call me old-fashioned but a hand-written note is very special these days. #sproutchat http://pic.twitter.com/JxAwTVGbkk
— Linda Mann (@TalentExch_Biz) November 9, 2016
A6 #SproutChat LinkedIn connection and/or quick thanks via email etc … Don't be too invasive.
— Phil Siarri (@philsiarri) November 9, 2016
A6: Connect socially from a personal account and interact with their posts. Don't be pushy. Be a real person. #sproutchat
— Richard Hostler (@CNXN_Hostler) November 9, 2016
A6 Send them a “Nice to meet you” email or card in the mail. Remind them who you are, what you talked about & contact info #sproutchat
— Kathy Kopacz MS (@kkopacz1) November 9, 2016
@SproutSocial A6 Follow up by email w/the resource/connection you said you'd share/make. Or just to say "hi" and keep in touch #SproutChat
— Nancy Casanova (@nancycasanova) November 9, 2016
See you next week to social media and analysis. Join our Facebook community to continue the discussion beyond Twitter and to view weekly topics and discussion questions.
This post #SproutChat Recap: Measuring the Impact of In-Person Events originally appeared on Sprout Social.
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