Fresh back from an exciting Social Media Week London, our intrepid social media observer @eksays has been considering the things that make live social events hum, and he wrote a little something about it here.

For me, the scariest thing about hosting a live event is this: What if nobody shows up? As Ehsan notes in his article, multiple channels for event promotion and registration/ticket sales assure that you meet the event notification and promotional expectations of your entire target audience. The major promotional and ticket sales channels include:

  • Website (adaptable for mobile, too)
  • Social media app
  • At the venue during the event

Promotional pricing (like early bird registration or discounted pricing by purchase channel) can help gain attention, but be careful in creating widely divergent pricing, as it may lead to discontentment among those who pay more to attend. Also, make sure that all purchase channels contain extensive description and details about the event, so potential attendees understand the value of their attendance.

Creating excitement and buzz for your event is effectively divided into three phases:

  • Pre-event: Create event buzz and awareness with great promotional content. This is a good opportunity to collect data from registrants that can be used for fun activities during the event.
  • During event: Use the knowledge you’ve collected in the pre-event stage to engage your audience with hashtags, displayed tweets and social posts, and interactive content. Provide easy to purpose content for attendees to share to their followers during the event.
  • Post-event: Evaluate the impact and return on your event. If it’s a periodic event, planning for next time begins right now. Use what you’ve learned to show value to attendees and promote the success and value of the event.

Remember, always, the why of your event. It’s for the benefit of the attendees, bringing to them a valuable and meaningful event experience. Keep this in mind as you prepare and plan every aspect of your event and you can’t really go wrong.

Q1) How does social media complement live event promotion?

Q2) What technology(ies) add value and fun to attending live events?

Q3) Can humans mix and mingle their virtual presence with actual presence effectively? How can organizers help?

Q4) Virtual engagement often drops offs at live events. What can organizers do to keep it fresh?

Q5) Planning and promotion for next time starts when the event ends. How can this event make future ones better?