Event Marketing

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Don’t Let Be Scared!

What scares you?

Is it not getting any “likes” on a post? Setting up an event page and seeing zero RSVPs? Pressing send on an email?

OOOooo—that IS scary!

As social media managers and marketers, we’re constantly putting ourselves out there.

The internet is like a haunted house. Behind every link and app, there are unexpected tricks and treats. As a result, we may be delighted or we may be disappointed.

But isn’t that outlook a bit bleak? Sure, there’s always a bit of stage fright associated with performing for a crowd—online and in real life.

When we plan ahead and strategize, taking risks becomes a lot less scary.

If you’re worried about being haunted by a mistake, the best solution is to take action. You can connect with fellow marketers and communicators whose work you admire. Ask their advice. Remember, LinkedIn, email, and Twitter aren’t just for your business. They can also help you build personal connections.

We’ve all been nervous at one point or another. That’s a good thing.

It means we’re stretching ourselves. Having an online presence is a powerful thing. We should take our roles and the opportunity to connect with others seriously.

Keeping up with news and events takes the mystery out of a frequently changing industry. When we follow new marketing developments and learn about different strategies, we arm ourselves with the information that can help us succeed. Consider signing up for an industry newsletter, setting a Google alert, or following a trusted industry news site on Twitter.

Perhaps you like the thrills of working in communications and marketing. A lot of us do! If you encounter an obstacle, don’t run away at the first sign of trouble.

When we plan ahead, work together, and take time to be creative, we can tackle any fear.

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Have Fun with Gamification

Light pink background with many white game dice illustrations overtop

Let’s play a game.

From Foursquare to Uber, gamification has become an accepted part of how people interact with companies. By reorganizing everyday activities into a game, consumers can engage with a brand in a fun and memorable way.

Whether grocery shopping or working out, a bit of competition and the chance for reward encourages people to forge a deeper connection to a task or company. In fact, people might not even think about it. As a result, it becomes a seamless part of your business experience.

The idea behind gamification is to take use various proven elements of games to motivate greater involvement. It can be used to encourage desired behaviors in individuals, whether they be customers, employees, or students. […] It is a motivational tactic that taps into our competitive spirit and drive to succeed by fostering competition and offering convenient milestones.

The Origins and Future of Gamification by Gerald Christians, University of South Carolina

However, you don’t need a large company or app developer. Instead, brainstorm creative ways you can apply gamification to your social media or marketing needs. To get started, think about gamification as it applies to your social media milestones and goals.

Gamification can bring considerable results if:

  • The process of progress tracking is transparent
  • Talented players are recognized
  • People feel valued through real-time feedback

How can gamification help you create a community or gain more followers?

Smaller companies, like a local restaurant or boutique, might want to focus on driving foot traffic. For example, gamification is part of a loyalty rewards system. This can help visitors feel like valued members of your community. Consider adding a reward for folks who help you reach a social media follower goal. Another idea would be sharing a discount codeword with subscribers to your e-newsletter.

Mid-sized companies might want to think about how to get consumers to engage with a product through user-generated content. Think about encouraging followers to enter photo contests, use hashtags, and answer questions for prizes.

(But remember to follow through on promises and have clear rules and regulations. You don’t want to create any legal or ethical issues, especially in relation to privacy or copyright.)

Larger companies could try gamification tools to train employees or cultivate the workplace community. Through a company app or fostered social media engagement, you could turn employees and casual users into brand advocates.

Get out there and start playing!

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Add Video to Your Events

Graphic image of mobile phone with white text on screen reading: "RSVP. Will attend... Will attend digitally...X"

Bring your event to guests with video.

Thanks to social and online options, no one is ever excluded from the guest list. Using video across your social media platforms, you can extend your marketing powers while playing with new tools.

Whether engaging with a polished professional video or spur-of-the-moment livestreams, you can use video at each stage of your event.

Step One: Generate Interest

Generate interest in your event with a video promo, and make it to fit your budget.

Upload a polished promo to your YouTube page and drop links to it in your email newsletters. Or check out Ripl for marketing videos you can share on Facebook, Instagram, Twitter, and LinkedIn, and which can be created using stock images and text.

Step Two: Invite People In

If you have a Facebook event page, populate it with behind-the-scenes livestreams during the event. Are you expecting to make a big announcement? Generate buzz with backstage videos. This can give attendees an inside look and make people who couldn’t attend still feel like they are part of it.

Your guests will be sharing their own social pics and stories, so think about going live in this fun, casual way on Snapchat and Instagram too.

Step Three: Celebrate Success Together

Your event is over, but the good feelings remain. No one wants a fun night to end, so think of ways to keep celebrating with your audience.

Collect your footage from the night and assemble a recap video to post on your YouTube channel. You can share it with attendees as a followup and keep it on hand to help market annual events as they come back around.

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Add Emojis for Fun, Creative Connections

Yellow emoji "thumbs up" character with yellow starburst around it

Does your business speak emoji?

There are more than 3,000 emojis at our fingertips⁠—and we are making use of them!

Facebook statistics show an average of 5 billion emojis are sent each day on Facebook Messenger. And as of mid-2015—a few years after emoji keyboards became standard for most Apple and Android users—half of all Instagram comments included an emoji.

It’s true: Millions of social-savvy communicators use emojis in creative ways on Twitter, Instagram, and Facebook. These small digital icons of faces, symbols, objects, and more make up a unique language.

For most businesses, adding emojis to your social media messages can help your business stand out. They can also encourage people to engage with you. Emojis can make a business feel more personable.

However, it can be difficult to incorporate emojis in a natural way when you’re representing your business. While your thumbs might be emoji-happy in your personal life, you might not know how to use them for your business profile.

For example, organizations and businesses with a more serious mission may want to stay away from emojis. At the very least, you should use them sparingly. You don’t want to upset clients or the public by accidentally creating a lighthearted message when the tone should be somber.

We enjoy using emojis and gifs on our social media channels. Why? Because it is engaging and fun.

Here are a few tips on adding emojis to your social media messaging:

  • If you aren’t sure what’s best, or if you generally want a cohesive look for your social feeds, make a guide of all your brand-approved emojis.
  • Think of emojis as an elevator pitch. Your audience should get the message—fast. One or two symbols should let people know exactly what value you’re bringing to them.
  • Use emojis to catch attention. Drop in a few to spice up your posts, but don’t leave readers guessing your message by leaving out relevant information and links. You can still use hashtags and images, too.
  • An emoji can help when you don’t have an image, or play off a photo to create a clever theme. Add an emoji arrow directing folks to “click here” or “look up.”

Think of adding in emojis as using all the tools in your toolbox, but not overdoing it with any one option. They create visually interesting messages that convey emotions sometimes better than words and add a human element.

Emojis remind your audience there are people behind your accounts, and that encourages engagement. As always, the more engagement you can encourage, the better you will do overall.

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Your Inbox Knows Your Birthday

How can you make your digital well wishes feel authentic?

People love to feel special. Keeping track of birthdays and milestones can be a special way to stay in touch with customers and clients.

Coupons, discounts, and freebies are great birthday perks. But as it becomes easier to send automated greetings—and more sites and shops opt to fill inboxes with digital hellos—it can start to feel impersonal.

Under the headline “Happy Birthday! Just Don’t Open Your Inbox” the New York Times reported on the growing “feeling of malaise surrounding one’s birthday in the digital age.” Experts and email receivers alike commented that too many messages can lead to a disconnect between business and audience.

“When we’re receiving birthday messages, that’s a personal thing. We feel like we’re seen and we mean something to that person,” Dr. Nicole Beurkens, a clinical psychologist at Horizons Developmental Resource Center in Caledonia, Mich., says in the article. “The tone of that really changes if we start to feel like the other person is just using that for themselves. That doesn’t feel good.”

So, what can we do as marketers to celebrate with our people without overstepping?

Keep it on the small scale

Small businesses have a chance to shine when it comes to personalized greetings. After all, you know your clients and customers. You see them in person and interact regularly.

By being small, you likely already have a closer relationship with your audience. When you send that happy birthday email, you can visualize the person on the receiving end. Your regulars will enjoy a little recognition from their favorite local stop.

Focus on being authentic and unforgettable

While there’s still room to wish clients and customers a happy birthday, it’s understandable marketers may be worried about overstuffing inboxes. Don’t forget your email best practices. Know your audience. Create a strong subject line.

But, if you are concerned your email will get lost in the shuffle, think of an alternative. Include an automatic birthday perk in a members program clients can claim by speaking up at the register. Invite customers to opt into a birthday rewards program. Switch from digital greetings to a more personalized print greeting.

Save the birthday greetings for one day a year

Instead of sending out messages for everyone, invite everyone to celebrate at once. Turn “happy birthday to you” into “happy birthday to us.” Invite clients to join you in marking your business anniversary.

During the month, week, or day of your anniversary, introduce specials, discounts, and more. Include members and regulars on an anniversary party, so they feel like part of the family. Let your customers and clients know that inviting them in on your special day is what growing another year older is all about.

Whatever you decide, do it with your own personal style. When you stay true to your brand, you stand out from the crowd.

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Yes, You Can Use Video on LinkedIn

Laptop with speech bubble saying "Let's connect"

Everybody’s on LinkedIn—even celebrities are on this social platform known for networking. And while this may not be the platform you go to for fun, it is the platform you should be on for professional connections.

According to numbers from LinkedIn’s Sophisticated Marketers Guide, there are more than 400 million professionals are on the platform. If you want to talk to leaders, savvy thinkers, ideators, marketers, communicators, head to LinkedIn. If you want to grow your business, and show off your skills to current and potential employees and clients, head to LinkedIn.

But don’t just be there—be part of the community.

This is how you can set yourself apart from the millions of users. This is how you can position yourself and your company as a thought leader and drive your business.

Increasingly, one way to do this is through native video on LinkedIn, which launched in 2017. You can start a video ad campaign, embed videos or upload and create on LinkedIn’s platform, which, it should be noted, are often more effective. You can share product launches, promote company news, drop insider offers and exclusive looks, and tell stories and introduce key figures.

Sure, you could similarly share these updates through static images or text. Video is one more avenue to connect. Additionally, data from LinkedIn suggests viewers spend more time with video and may be more likely to start conversations around video content.

LinkedIn is interested in pushing its community toward using more video too: In February, the company launched a live video feature in beta. The company continues to pilot live video streaming with a few broadcasters. The feature isn’t currently available to all members, but LinkedIn does offer an option to apply to become a live video broadcaster.

For everyone else, LinkedIn also offers support and encouragement to pursue the creation and uploading of original videos.

LinkedIn Marketing Solutions has a quick guide to using video on LinkedIn, and even goes as far as helping participants consider why video might be important to their strategy. (There’s also LinkedIn’s special Tech Marketer’s Guide to B2B Video.)

If your objectives include building brand awareness, encouraging clicks and new viewers or driving leads to your website, LinkedIn argues posting video on the social media platform is good for you.

As with any video strategy, it’s important to do what’s right for you and your audience. Come up with an idea and see it through, then look at the feedback and adjust. Adding in video doesn’t mean eliminating all other content and touch points. But it does offer a way to set yourself apart from others and create another opportunity for viewers to connect with you.

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Make a Splash with Live Video

Water splash from pool with text "jump right in"

When you aren’t sure how exactly to use a new tool or platform, sometimes it’s best to jump right in.

For those who haven’t tried incorporating a video strategy into their social media and marketing routines, or don’t feel like they have the ability to invest time or money in pulling together a more polished video, live video can be a great entry point. It can be fun, easy and done with equipment you already have on your phone, computer or tablet.

It might feel scary to go live, but that raw and personal aspect is also what makes live video so enticing. Live video hasn’t been edited and glossed over. People respond to real people in real situations. Now is also an especially important time to test the live video waters, with audiences increasingly interested and influenced by video.

Grab your phone and go. Recording live can be exciting, in part because you don’t know what will happen. That’s OK! You already have the tech and tools you need, so turn your camera on yourself and others for quick in-the-moment reflections, interviews from the conference floor or a behind-the-scenes view of your launch party. Live video can enhance your existing social media strategy and complement any produced videos you are already doing as part of a campaign,

Once you feel more confident and comfortable with live video, consider traveling with a small tripod for a cleaner look. Be prepared at any moment. At first, it might not feel natural, but you can work on your delivery over time.

Put your people up front. You might feel at a loss of what to put on the screen. A great company has great employees and great clients. Put your people out there. Think about what makes your community unique and share that with others. Live video can spotlight your company and build connections. Consider having employees do an Instagram takeover once a week to document their routine. Press record and try a timelapse video of a busy day in the office.

Step back and make a plan. Once you get your feet wet, it’s your time to enjoy and explore. Don’t give up. Perhaps your audience didn’t respond to your first live video. Don’t worry—this is new for them too. Once you have the rhythm of posting, they’ll have the routine of checking in to see what you’re up to. Set a goal of trying a certain number of live videos over several months, then check in and think about building your strategy. What worked and what didn’t?

Have fun experimenting and encourage others within your organization to do so as well. If your people aren’t on YouTube, try Instagram Stories. Tease your videos in your newsletter and social media posts.

It might be easier than you think!

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