Digital marketing for events: create sell-out events with solid planning and clever event marketing | Sue Keogh | Skillshare

Digital marketing for events: create sell-out events with solid planning and clever event marketing

Sue Keogh, Director and agency owner, Sookio

Digital marketing for events: create sell-out events with solid planning and clever event marketing

Sue Keogh, Director and agency owner, Sookio

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7 Lessons (1h 6m)
    • 1. Introduction

    • 2. Your perfect digital marketing mix for a successful event

    • 3. Talking to your audience

    • 4. Behind the scenes

    • 5. What to do on the big day!

    • 6. It's over! How to maximize impact after the event

    • 7. Deep dive into Eventbrite, Meetup and Facebook Events

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About This Class

Digital marketing is your best friend when it comes to running sell-out events, but it's hard to know where to begin and how to do it right. This event marketing class is for anyone who runs events and wants to make them a success! Whether you want to sell tickets, fill stadiums, book gigs, organize a trade show, conference or marathon and make sure it runs like clockwork, I'll show you all my secret tips and tricks from start to finish. 

Running events can be tricky! There are 101 things to focus on, nevermind all the promotion to get people to the event itself! You can't let anything fall through the cracks and this is where a few digital marketing insider tricks can help. This course will help you nail

  • event communication
  • event planning
  • event promotion
  • event organization

You'll learn how to drive ticket sales from your website. Create event flyers and social media posts worthy of a standing ovation. And build a community who will be coming back for more.

I've also highlighted some of the best digital platforms to use to keep you organised and social media sites to get the widest publicity for the event. Plus! I've got loads of brilliant examples so your event runs as smoothly as Meghan and Harry's Royal Wedding and doesn't turn into the next Fyre Festival.

Don't forget to join the Sookio School community on Facebook to share ideas and ask questions!

Meet Your Teacher

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Sue Keogh

Director and agency owner, Sookio


Hi everyone!

I'm Sue Keogh, founder of an award-winning UK digital marketing agency and a content producer for the BBC, ITV, Magic FM, Yahoo, AOL and more.

I love sharing my knowledge and experience with others, and have trained thousands of companies and business leaders around Europe in all aspects of the digital landscape. People like the University of Cambridge, Sony, and the UK government.

Now, with the power of Sookio School - and Skillshare! - I'm going to share this knowledge with you!  

The courses I have created are all designed to help you learn valuable new skills. They're full of helpful hints and expert tips and will give you the boost you need to help your business grow.

I hope you enjoy my courses – and I look forward to... See full profile

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1. Introduction: Hi. Welcome to Sochi. Oh, school. This bite size course is a anybody who runs events. So whether it's a conference, or maybe you organize wedding exhibitions or you fundamentally meet up in the local pub, it's all about how you can use digital marketing more effectively to help everything go smoothly on. Of course, everybody's got the same goal. We want more people to turn up on the day on. Of course, you want things to go without a hitch on to sell more tickets next time, and you've probably noticed that nowadays it has become a little easier. We've got things like Eventbrite. We've got meter. We've got Facebook events, all these things that make it easier to reach the right people and get them to attend on. That's what this course is all about. How to help you achieve these goals and use digital marketing tools much more effectively. So we've divided the course quite simply into before, so that's what's going on in the weeks and days leading up to the event. Doing so what happens on the day or proxy reading a festival? What happens a week? You know all your activity while event is taking place and then the after period. Andi, there's so much to cover when we're thinking about before that we've actually split that up interest a couple of different sections. So we've got your digital marketing mix on. This is what I see as the four component parts to your activity, the things that will come together to make it really successful. And then we're going to look at how you can use digital marketing tools to look after what's going on behind the scenes. So this is keeping the talent happy because you want to make sure that the people who are actually on the line up at your event are happy and you're communicating with them well and also your team. There's lots of ways that you can work with the team and use different tools and approaches to make sure it's really effective. On day, we're going to look at some common approaches and section three common approaches to the way you communicate on Web on social media using all these different techniques on then part for will be looking at what happens on the day all the ways that you could be taken more images where you could be getting the message out there while the event is taking place. Then we'll look at the after on. This is normally the point that everybody sits back with a massive gin and congratulates himself. Something is going so well. It's great, you know, big fan of gin. But this is also the point that you could be capitalizing on all the buzz around the event on really helping get the word out on then last of all, we're gonna do a bit of a deep dive into the tools. So we've got eventbrite we've got meet up with Got Facebook events on. Do you may or may not be familiar with these. So we've put this in a separate section so you can go through them at your own pace. Maybe you're familiar with all of them. Maybe with none of them. And so this will be in section six. So you can you can have a good look through Andi. Then along the way we'll have lots of quizzes. So this is gonna help. Everything really sinking 2. Your perfect digital marketing mix for a successful event: In the first three parts of the course, we're going to focus on all the things that you can be doing as different approaches. So don't leave it till the last minute. You want to be getting active on the web and social media at every stage of your planning and preparation. And I see those being four component parts to your digital marketing mix. And if you get these right, you'll be talking to the right people on the right platforms at all right moments. The first of these component parts and your digital marketing mix is your event website. So this is the cornerstone of your communications, is the official voice of the event. And it's where people go to get all the, all the basics, all the, all the essential information. And if you're maybe a smaller event, you could get by quite happily. Just don't meet up. Works really well for community, both based events, but for anything a bit larger than people expect to see a website, it feels a little bit more legit. And so you want to make sure that you've got all of that essential information on there. And it's really easy to find. So when is it, where is it, how much their tickets cost? And on that subject, you should make it as easy as possible for people to find that sort of information. Any, any point where people have to hunt around to work out how to register or how to buy tickets. You're going to lose a few people on the way because you're making it difficult for them. And you also wanna make sure that people can tell at a glance what sort of event it is. And a really good way of doing this is through visuals. Try and make sure it every step of the way that you're taking visuals, you're, you're asking people to take pictures. You're blending in images wherever you go on a website. And this helps people see at a glance what the event is all about. And to give you a few examples of this, say for example, you're running a half marathon event. And of course, people want to know the date. They want to know where it's taking place, but try and include some pictures in there as well. So maybe it's in a beautiful environment. A half marathon in North Wales. So you want lots of lovely shots of the landscape, the mountains, that kind of thing. Not just somebody track in the middle of February. We're just going to put people off or say if you are organizing a farmer's market with lovely organic produce, what you need are pictures of people walking around this market eating delicious food, looking really happy. Stall holders within lovely fruit and veggie out on sale. And all these things help people tell just at a glance that yes, this is the kind of thing they want to go to. And there's some stuff that I keep on coming across, which is that people process visual 60000 times more quickly than text. More visual elements you can get there, the better it really helps people make a decision. And it means that your website will be working really effectively for you. So now you've got all those basics on there, the essential information and some really strong visuals. You need to think about some of the other selling points that you can weave in. So think about the people that you want to come to your event and think about the things that are really going to be that thing that really sort of pulls them there. And so this could be testimonials from happy campers. From last year's festival, people saying that the toilet facilities are really nice. You know, people don't like to admit how much that affects sec, decision whether to come or not, but it really does great food. Everybody wants to know what's for lunch. So you wanna make sure that you mentioned what the food or maybe tea and coffee facilities like the venue. Perhaps you've got a really interesting venue and an interesting location. These are all things that you can include on your web event website to really help people push themselves over the edge from, this is something I think I'd quite like to go to, to making it feel like a dope miss event. Really stake out your credentials as organizers of an event that's going to be certain they can't bear to miss. Next up, let's think about your social media activity. Now, as you've probably realized, social media is a brilliant mechanism for spreading the word about your event. Your social media channels that also be very visual. So you can share all those lovely pictures that you've taken for your event website that we've just been talking about. And the thing I love about social media and events is that it's really good for encouraging FOMO, which is a fear of missing out. And he finally found this yourself where you want to Facebook and a little notification has come up saying that a friend of yours is go into a particular event in the town where you live and straight away you think, Well that sounds good. Movie it, That's something that I should be going to as well. So it's really good for encouraging that kind of thing. So your core channels, these would be Twitter. Now, Twitter is really great for short sharp bursts of information, keeping people updated about what's happening. Maybe drip feeding the information so you don't necessarily give away everything that's happening in one go. You just put little tweets out as we go to share all the information for a visual as well. Facebook is even more visual. You can share photo albums, image galleries, video content is very strong on Facebook. Changing the cover photo regulates a really good thing to be doing as well. And Facebooks really brilliant to act as a community, a place where the community can build around the event. And so along with Facebook and Twitter, I would couple these with some visual channels. So you've got Instagram where every post is an image and you can start getting active on Instagram from day one, really sharing behind the scenes pictures and of course all the stuff that goes on, on the day. And then video. Youtube is a man for this. And so you can be taken videos behind the scenes with people who are working on the event. You could put up a GoPro and do a time-lapse video of people putting the stage together, for example. So you've got this really compelling mix of Twitter, facebook, visual channels. And rather than go through them one by one, I'm going to run you through an example from the Victoria and Albert Museum to show how they put all of these things together to promote an exhibition. They've got running, starting with Facebook. The first thing you see when you come to the VMAs page is the lovely cover image. And they're really strong on having these cover images for different exhibitions. And as well as visual than they include the start and end dates for the exhibition, which just really handy because then you can look at that and think, well, not free this weekend, but it runs till April, so I shall find time to fit in. And so every time we change the cover image on Facebook, this is a post in itself. And that's another thing for people to like and share and comment on. And what you need to be doing with these cover images is filling in the caption as well with a nice link through to the website so people have something to follow and they can go there for more information. They'll they'll have a they have their events page. And so the Facebook offense pages are, are brilliant. It's such a really good central point for your information. So you want to be including when it's happening, where it's happening, opening times, all of those basics. And it's amazing how much time this saves you as well because you're sharing information. And this means not so many people are phoning up to say, or what time does it finish? Because you're giving this information to the straight away. There's a really compelling description which tells you all about it, what you're going to see, and weather events pages people can click to save they're interested, or that they are going. And this means that they're notified every time there's more information about the event. Facebook as well, as I was saying, is really good for the visual side. So you want to include image galleries, you want to include video wherever possible. And Facebook will prioritize this sort of content in the news feed as well. So let's look at Twitter. And as you can see, there's kind of a consistent feel. So you've got the lovely cover image on Facebook, and then look, there it is again on Twitter as well. So as you as a potential visitor to the museum, as you're looking around the different channels, then you intuitively feel like you're in the same place. It's not jarring. You're not sort of leaping from one different, kind of new to another, if you like. And this sort of posts that they're putting out there on Twitter about the event. Really positive. They're sharing information, sharing visuals. They retweeting other people. Because you can't be everywhere. You can't be everywhere on Twitter. You can't take photos from every single angle, but there's people out there all using the hashtag and they are taking photos, are talking about it for you. So it's really good to try and communicate with these people and make sure it's not just some sort of one-way broadcast where it's you saying everything and you're not listening to any comments from the general public. And then a couple of days with a visual channels as well. So if you scroll through their Instagram feed, which is a really nice experience in itself, then you'll see they're using the language around the event, which It's all sort of in keeping with their particular mood for this event. They use in the right hashtags and they're responding to people who are posting about the event as well. So again, it gives you this feeling that the museum isn't this big kind of Ostia organization. It's somewhere, it's friendly and approachable event. That's great. And you feel like you'll get a warm welcome. And they use YouTube really effectively as well to include some really great video content, which gives people a flavor of what they're going to see. Now, the next thing to consider when we're thinking about the perfect digital marketing mix are the events management platform. So what we're thinking about here, Eventbrite and meet up. And it's incredible how much time these platforms will save you. Just to give you an example, I set up a monthly meet up for people in the creative industries in my local town. And I told a few people about this. I've been thinking about it for quite awhile. And on the night, I kind of expected maybe three or four people, maybe my mum to turn off as well. And so I was really blown away to get there. And they're about 30, 40 people there. And this all happened because I put it on Meetup. And so all of these other people were all meet up as well. And so they'd got wind of it. That scene, they'd read the description. They had seen the pictures. I'll put up on the obviously not included the time, that date, location, or the basics. And they came along because I'm just interested. And so it's amazing how much time and it can save you and how much more effective at getting the word out these platforms can be. So just to give you a quick run through of the different benefits. So number one, they help you sell more tickets. So they've got mechanisms built in where people can sign up, they can register to attend. They can hand over their hard-earned cash, which is an important element. It's really good to use these for bulk communication. So say if there's certainly you need to let everybody know it won't go like you've got somebody else and you knew person is part of the lineup or maybe something's changed, you know, maybe the venues changed or something like that. Or you want to get essential, essential information to them the day before, then it's really good. You can communicate with everybody in one go. It's also a good central point for information. So maybe you have queries that people ask you anything. Oh, I haven't haven't covered that on a website yet. So you can put this essential information up there. Like, I don't know, there could be roadwork. So you get wind of a happening on the day which are going to cause people problems or anything that people need to know any of the queries that need answering. They're very visual, so you can share lots of images. So yeah, they're really good for helping manage the event and just keep everything really organized. Now, the difference between the two Eventbrite is very much geared up to sell tickets for you, which is fantastic. And is it really good for the much larger scale events as well? Meetup is more of a space, more of a community platform. It's great because people can answer, ask queries and you can answer them. And this shows up in kind of a conversation thread on the event page, which is really good. And it's particularly good for sharing images perhaps after the event. So maybe if you've got people out there, they're thinking, This looks really interesting. I'm not really sure if it's for me, then they'll look at your meat at page and they'll see that, that you've shared all these images from the last month's event. You've got all these comments from people saying they had a really great time. So both of these are really, really effective. And I think it's a case of just sort of having a look at them, playing around and deciding which is right one for you to complete the picture when we're thinking about you're perfect mix of digital marketing, head of your event. We've got email marketing. Now this is a great way of spreading information, sharing information about the event, and also building up this a little bit of excitement because your drip feeding information, you're telling people what's, what they can expect, which is really exciting. And don't forget that these are people who've signed up to hear from you. So don't be afraid to share information with them. It's not like you've got some Dojima, less to 5000 people who've got no interest in your event at all. They've actually filled in the details I want to hear from you. So to sort of things you can tell them the obvious stuff like new names added to the bill. You know, who else is on the line up? New people that will be exhibiting that kind of thing, any changes, obviously, if the venue changes that kind of thing, you need to be telling people on email, on a social media channels and website everywhere. Don't miss anything out here. But you can also tell them about exclusive things. You know, if people are on their email, your email list, they want to feel like they're getting something special that other people aren't. So maybe early bird offers discount codes. Perhaps anyone who signs up before a particular date will get free coffee when they get there. So any, any extra bits of information, maybe they're write-ups and depress or blog posts that people are writing about the event. And the other thing that I think is really effective when it comes to the email side to be really productive. So any event where I get an e-mail a couple of days before, just give me a little summary of the essential information I need to know. I immediately feel a lot of goodwill towards these people. I'm immediately made to feel quite welcome because I know they're thinking about me. And I want to make sure that I'm going to have a good experience. So that sort of thing that you would include in what are these little reminder e-mails? Yeah. Number one is reminding people that the event is does any 48 hours to go, whatever. But this is a really good point to say. Okay, actually the venues a little bit easy, difficult to find. So don't forget to take this particular turning or it's down this long track. And so don't forget to go through this particular gate or whatever. Anything that means you're avoiding people getting lost, turning up or flustered halfway through, them being irritable, tweeting about it, or grumpy, and also disrupting the event when you're in full flow. You can also tell people about just anything else they need to know. Like what time it's going to close. You know, if it's an event in London, people are always thinking, Well, I'm not going to be able to get the lives lost, train home, those sort of little extras around the event, dress code, that kind of thing. Which means that people, when they turn up, they'll be there on time. They're feeling good about it, they know what to expect. So I would always send one of these out maybe 40 hours before the event. And you can do this via e-mail marketing. You can also do it through Eventbrite as well if you wish your meter take you pick whatever works for you. But any way that you can use these channels to be proactive and share essential information will always go down well with your attendees. 3. Talking to your audience: In Part 1, we looked at the four essential parts of your digital marketing mix for your event. So that's your website, It's your e-mail marketing, social media activity, and then events management platforms like Eventbrite and meet up. And now in this section what we're gonna do is look at the ways that you can communicate across all of these channels. So the most effective approaches which are common to all the different platforms. First things first, you need to check that all the information that you've got out there about your event is accurate and up-to-date, and this is across all the different channels. If it's a new event, very first one that you're running, this isn't such a problem because you've got all these channels are just sitting there ready to be populated with correct information. Where the danger lies is if it's the second, third, fifth, whatever a series of events and you will just overwrite any information It went before. It's pretty easy sometimes to kind of overlook something and then you've got some bit of communication. It's going out where the information is an accurate. So why not have a good old rummage around, maybe looking at Eventbrite in the automated messages to I set up before and just make sure that everything is accurate and up-to-date. And sometimes you might find, well, actually promoting an event and it's six months away and you haven't really got much information to go on yet. So it's perfectly fine just to put up a holding page or or some sort of visual that says, yep, this is happening 19th of October, save the date, more information coming soon. Anything is better than it's still showing up the date for certain that has passed. And of course, people weren't able to attend because it's already gone by. So yeah, always keep an eye on audio information or those basic essential things that people need to know and just make sure they're really up to date. Now, this one is really important and it's something that people forget all the time when they were organizing the event. So you want to put the really essential information on every bit of communication that goes out and buy this. All I mean is when and where it's happening. And it sounds so obvious, but I don't know about you. Sometimes you sign up for an event and all the information is there in the very first email, but then further down the line when you're on maybe email five and the same events organizers. And this is just at the point where you thinking or it's in Birmingham. And I mean, I've got a friend in Birmingham, so I think I'll meet up with her. Right. What time does it finish? And then you look at the email and actually there's nothing in it just talks about who's on the line up, or isn't it great that we've organized all the food for the day, that kind of thing. And those really important bits of information are missing. So what you need to remember is that most of the time people aren't really pay attention, hate to break it to you, but, but they're really not, you know, we've all got too many emails coming in the whole time. So it never hurts. Repeat this basic information. And just to really hammer the point home, if something happens like a venue changes or there's some other important change like the date changes. You have an earlier or later start time, then you really cannot tell people enough. There was an event that I organized once it was a social media workshop in London and we had some problem with the venue. They didn't have the facilities that we thought they had and everything had to move. And we told everybody in every every single bit of information we tweeted about it and we emailed them all individually. And still on the day some people went to the wrong place and then they turned up late and it was just a real shame. And so you really cannot tell people enough. And you've just got to do everything that you can do to make sure that people have got all the information they need at every point of your communications journey. Now, let's talk hashtags. So once you've decided on a hashtag for the event, then you want to use it everywhere. So in all your tweets on your Facebook cover image, in your Instagram posts. And you want to encourage people to use it as widely as possible. And hashtags are particularly good. If you're offenders got quite a long name, then it's a good way of abbreviating it and making everything a bit shorter and easier to fit in a tweet. Sometimes, I mean, it's preferable if your event name is short enough, then you can just have the name of the event. That's fine. And one thing to make sure as well is everybody is using the same one. So this is why it's important to use all your communications. And then people know, for example, should, if there's a year in x, should it be 19 or should it be 2019? Sometimes people are not quite sure, and so you end up getting it in a bit for middle and people who use in two different hashtags. So if you're using it as much as possible, then that means everybody else is going to follow suit. The other thing to do is just do a quick check and see if it's in use already. We had an experience ourselves with a client who works in IE eHealth, they would go into the hashtag WC, which was the world optometry conference. But it's also used widely as a hashtag for women of color. And then we also discovered there was another event going on that week for world of concrete. So quite different uses, three very different uses. But generally if your event is weld something or it's national sort of thing. These hashtags that begin with a W or an N, they use quite commonly. So see if you can come up with something else or just check that it's not in use by an offender's much bigger than yours. The next thing to look out while we're thinking about the essential approaches to communications across all your different channels is front-loading. And you want to front-load the heck out of audio communications. And what I mean by this is put the most important bits fast, make essential information really easy to find and think about those pull factors, the things that are going to encourage people to actually book and make sure that they're easy to find as well. If people see them at a glance, what you don't want is people haven't to rummage through all of your content registry. You emails, dig about three website just to find something as simple as how they can book a ticket. So here's some examples to show you what I mean. This is an email newsletter and see how they've got the essential information about the when, the, where, what time it starts, all that sort of thing in bullet points. I've got to him bold, and they've got to integrate the prominent position in the email. There's me in a hurry, scroll through my phone and I can see that essential information straight away without even having to think about it. These social media cover images, they've got the essential information right there at the top. So again, you get a beautiful visual which tells you something about the event. But then also you don't have to go anywhere. You don't have to scroll down the page. I don't have to go hunting high or low for the information I can tell straight away what's going on. And then this website homepage, again, similar thing. You've got some really strong visuals and this style which tells me straight away something about the event that it's for me, or maybe that it's not for me, which is equally as important. And it tells me the basic facts about when it is Who's going to be performing, what's happening. And then as a really nice clear button, which shows me how I can get a ticket. So think about how you can frontload your communications. Don't make people work for it. You know, put the important stuff first. And then in the long run, this will pay off and more people will sign up to your event. But sort of things that you could be putting front-and-center in your communications alongside the basic information. Is there free bar? That's the kind of thing you want to get right up front, is that delicious, organic, locally sourced produce that people are going to be able to eat. And it's a venue particularly beautiful or quirky or unusual. What are the other attendees going to be like? Sometimes people, they want to know who else is going before they decide if they're going to attend. Of course, headline acts are, perhaps it's a music festival and the band that you've got playing and the headline act, then applying anywhere else in Europe that year. You need to push these really important kind of exclusive nuggets of information first. And this all helps people make that decision, which sometimes just just just made an instant to buy that ticket and honest subject as well, make that call to action really clear. So call to action is something like save the date register. Now, book your ticket back in early bird discount these call to actions along with front-load and the communication. Putting that first, think about what you're actually asking people to do and put that in a really prominent spot as well. And to conclude this section on all the things that you can be doing before your event across your communications to make sure everything feels consistent and gets the message across. I just want to talk about assets and the importance of getting your assets together early. And so by this, I mean your images, your video content, and your logo. It's really good from good idea from the very beginning point when you start planning the event to get everything together. So that every time you talk about your event, you've got some really good quality images to share. People might ask you for the logo. So you wanna make sure that you've got a really high resolution, scalable version of your logo, which means that when it's increased like that and then it's reduced, it's not gonna go blurry and fuzzy around the edges. And you might want to get some images together which you can use anywhere to promote the event, and also which your team can use when they're talking about the event online as well. And sometimes people say to me, But we haven't got any images yet and what are we going what are we gonna do? Because the van't Hoff's hasn't actually happened. So how can we have images about a thing that hasn't taken place yet? But it's time to be creative. There's so many things you can do. You can take a picture of the team packing liberty backs. You can take images of stall holders setting up. You can go to the venue a few weeks before, get up early and go there at sunrise and show how it looks at different points during the day. There's so many things you can do while you're on the train, on the way to the event, while your pack in your suitcase, all of this stuff. Always try and be creative and think, think around it. You know, try and try and do something interesting. You can just do it with your smart phone. And then you've got lots of images which are ready to be shared from wide on your social media channels. So these are all topics we're tackling in the first few parts of this course, which is all about the before, what happens before the event, and how you can use digital marketing effectively. And in the next part, we're going to be looking more closely about all the things that you can be doing on the day. 4. Behind the scenes: When we're thinking about digital marketing for events, a lot of the time where looking outwards. So we're thinking about bums on seats and how we can make sure that we get as many people there on the day as possible. But I think they're really effective more internally as well when we're thinking about behind the scenes. There's lot of ways you can use these tools to communicate with the talent. And by the talent, I mean speakers, contributors, performers, anybody that's on the line up and who's going to be attracting more people to come to the event. We also need to think about the tech on the day. So we're going to look at this a little bit more in this section as well. And also how you can use these tools and techniques to communicate effectively with your team. And if you've got a happy team that feels organized and an on top of things and that of course, is going to give you the advantage on the day. That means things are more likely to go according to plan. So let's look first at communicating with the talent. So your talent could be anybody on the bill who is going to attract more people to attend. So this could be your keynote speaker. It could be the models that you've got at your fashion show. It could be your top chef who's demonstrating at cookery event that you are running any of these things. And we shouldn't, shouldn't overlook how important it is to communicate really well with these people all the way through. Because if you keep them happy, then chances are that they'll they'll be happy and well-prepared on the day. And then they'll talk about your venting glowing terms as well. But just take a little step back. Digital marketing tools that are really effective at helping you find these people in the first place. So for example, when I feel money panel events, then I've always been very conscious about having a good mix of people on the panel. Different ages, male, female, different skin tones, different backgrounds, different experiences. So I always want to look beyond my own networks for this and not just assume that I know everybody that I could know and my little contacts book. So I found LinkedIn very effective. I'll rummage around, look at people's job descriptions, ask either contacts and just put some feelers out there. I find twitter is brilliant. You can do hashtag call for speakers. And you can have a look. Save when event is. Tell people what it's about. Say that you are looking for people to talk on a particular topic can be really useful. You can scour YouTube and perhaps he might pick up a bit of musical talent that nobody else is spotted yet, and then you can ask them to come and perform. Your website is really useful in all of this as well, because you can have a really clear form with criteria that says what you're looking for. And you can ask people to either nominate people they think might be interested in being part of your event. Or people can submit their ideas themselves. And this is really useful because you can put some fields in there which act as filters. You can say just sort of topics you want people to cover. You can talk about the format. So maybe you want a fireside chat. Maybe you want someone to. And present a case study at a conference you'll running. You can talk about the curation and lots of things that help steer it in the right direction so you get the right people turning up on the day. So, yeah, don't, don't overlook the opportunities of digital marketing to help you find the right mix of people in the first place. So now you've found the talent. The next thing you need to do is try and promote them. Now, I don't want to second guess the way that you're putting this event together. But a lot of events organizers ask people to come along and perform free because they're getting a lot of promotion out of it. And often an event doesn't have a very big budget or the ticket prices might not be too high. And so it's kind of an agreement between everybody and that there's no payment for the performers. So the very least you can do is promote the heck out of them. And anybody that is up for being on stage, being put on an event or exhibiting, then they will keen to get promotion as well. So the things that you need to do in digital marketing terms, you need to ask them for their biography information. So this could be say, 50 to a 100 words. It says who they are, what their connection to the event is, a little bit about their background. And if you tell people that you'd like and say 50 to a 100 words, then that helps you as well because then when you add the information to the website, everything is kind of an equal, takes up space. What you don't want your solvent. It's got five long paragraphs and then someone, it's only given you two lines because then it's extra work for you. You've got to editor and ask them more questions. So try and kind of and tell them exactly what you want from the beginning. With this, you need to ask them to send you a nice high resolution photo. Again, make sure that everything that is coming to you is of similar quality. So ask for a headshot. Say please don't send me anything too small and too blurred. Because again, it's going to make all if your promo activity, activity look a little bit sort of and inconsistent. So you also want to ask them about any social media handles. So their Twitter name, what they own, Instagram, perhaps they've got some videos on YouTube. This gives you interesting content to share. But then it also gives you this handy amplification effect. So it may be that you are very new event and you've only got 200 followers on Twitter, does great place to start, but, you know, you're looking to build that up. And your star performer, I might have 15 thousand followers. Great. So they're gonna see you tweeting about them, and chances are they'll share less than retweet you. And so all of these followers suddenly there wherever your existence. So the more that you can tag people and promote your talent who are going to be part of your vent. The more of a positive kind of kickback you're going to receive in return, right? Let's Talk Tech for a moment. So it's not technically digital marketing. But while we've got this kind of digital tech frame of mind, let's just cover a few things here. So I don't know about you, but I've quite often being two events where someone is up to start talking and they've got some slides to show. And then there's some awful tech problem. Cable is missing, or maybe they've got a Mac and the person put the slides together on a PC and it certainly doesn't quite work. And so you've got this awful situation where the speaker is already to go there. So they're like lemon waiting for some tech guy to, to plug everything in. So all works. And then everyone in the audience, we're all interested, and now we're just looking at Twitter. We wondered what we're doing later. We're talking about going for drink. And the moment is lost, and it's all difficult. And there's a few things that you can do while we're in the process of talking about the weeks and days leading up to the event to avoid this. So number 1, I always ask speakers to send me their slides at least a week beforehand, then that means I can run through them. I can make sure everything works. I can get it running on my machine so there's no need to try and get their tech or any of their equipment or their files to work on my equipment. I know it's all going to be fine. I also ask them to bring it with them on a USB stick, and then I save it somewhere in the Cloud as well, just to be absolutely sure. And the other thing I do as well is I always make sure my visit the venue well ahead of the day and I just think about issues that might come up. So you want to find out if there's reliable Wi-Fi, because the last one is a WiFi going down and everybody moaning about it. And, um, so anything like that, anything that might be some sort of technical consideration are their sockets. What's, what's the access going to be like all of this kind of thing. Is there some sort of lighting issue? That means in broad daylight you're not going to be able to see anything that's happening on the screen. Try and think about this in advance. Visit the venue at the same time of day as the event is happening and just see if you can preempt some of the issues that might occur. Lastly, in this section where we're looking at your behind the scenes activity, there are lots of great tools that you in the teams can use to communicate effectively with each other ahead of the event. So the first one to think about is slack, which is a messaging app for teams. And I don't know about you, but quite often you end up in these really, really long email threads. They get to about 17 different messages in one thread. And somewhere perhaps around message number 13, someone drops in is really essential bit of information. Somehow gets lost because people only see another e-mail in the threat. And that could be the crucial information, which means it's something doesn't work on the day. Whereas Slack and you do have other options as well, but Slack is particularly good. Slack works in, has these different channels. So you could have your marketing team, they discuss everything in the marketing channel. Your tech team could talk about all the nerdy tech stuff in that channel in particular. And you might want to have this all-seeing eye over everything that's going on. But this means that things don't get lost. You know, it's a very easy way of people communicating with each other. And it also means that if anyone knew comes into the project as well halfway through, they can look back through all these messages. Pick up quite easily, find out what's happening, rather than all the communications being tucked away in people's individual email accounts. The next thing which we find really handy ourselves is Trello. And again, there are different options for this kind of project management tool. But Trello is a really great way of ever suppose visualizing all your to-dos. So it works in a series of, you have a board for your main project and then lots of cars within that. And within these cards you can have checklists and you very simply move the cards along from column to column. And it's a really satisfying thing that you can do when you've ticked off everything within one checklist. Maybe it's to do with designing the logo. You've spoken to the designer, you've got the different drafts through, you've all looked at it, and then you tested it, you've added it to the social media channels, for example. Once you've got all of those things ticked off, then you can just drag it, put it in the done column, and then move on. So Trello is really lovely way of collaborating with teams and making sure that all these little jobs don't get forgotten about. Google Docs, we find that from effective as well is another really collaborative tool. So say if you've got a press release that you've written and you want that to be refined and improved and make sure that you've got input from a few people. Then rather than have one document that you email to that person, they add feedback and then email it back. In the meantime, this person as feedback, and then they pass it to them. And all of a sudden, your version control is completely out the window. And you're at risk of sending out a lot document instead of the bright shiny updated one. Whereas Google Docs, you can all view the same document from wherever you are, spreadsheets as well. So you can update the same document in real time and end up with seven is far more accurate and correct. So yeah, Google Docs, very, very easy way for teams to collaborate. And you might even want to have a spreadsheet for everybody's contact details that be quite useful. And so whenever someone new joins your team, then you just get them to fill in their name, phone number, email address, and then you've got this live working document in one place rather than lots of old versions floating around. And then lastly, setting which I found really effective when working on perhaps more global events and something where you might have an event every month, something very regular, very large-scale. And you've got all these disparate people all over the world working on it. I really like closed Facebook groups. One of the joys about Facebook groups is that you're talking to people in a place where they are already. So you're not asking them to come and join some other bit of software or some other platform that they're not already logged into. Half the time people just want to be on Facebook anyway. So you made or talk to them on a platform where there they're going to be around anyway. And because it's a Facebook group and the notifications, they kinda go to the top of people's feed. So if you put a message out to everybody, then it means chances are, they're gonna see. It'll it'll come up on their phone and they'll see it. I must say I wouldn't rely on it Totally for really crucial information. In a way you really want to be sure everybody has seen this, who's working on your event. I would also do that in Slack or maybe e-mail, whatever is working best for you. But the joy of Facebook groups, the private ones that you could use for your volunteers at home working on the event is that you can share some visuals and they're very motivating. So maybe someone who and your Paris team has made a brilliant contribution to the catering for your event. So you can take some photos of it and you can say are great. What a great idea. It's really lovely idea that you had. And everybody else in the group sees that and it's very motivating. It's a very nice way of connecting with people on a very human level and recognizing that everyone's working hard to make the event a success. 5. What to do on the big day!: In this section, we're going to look at all the things that you can do on the day of the event. You've done all that prep OLAP preparation. And now it's time to use all the tools at your disposal to make sure things go well on the day and you get maximum publicity. We're going to start off by looking at all the things you can do on the morning of the event. On the morning of the event, any activity you do is going to be really valuable because this is when people are finally engaged. They are looking out there suddenly really interested in this event because there will no way. And so any digital marketing activity you do now will be really well-received because people are, they're fully engaged with the process. First thing you need to be doing is taking lots of lovely images and sharing them. So it could be your walk through the city on your way to the venue. It could be people setting at this stage. It could be the caterers getting the food out, anything like this. You can start filling up your Instagram channel with lots of lovely images to give people a flavor of the event and let them know what to expect. You might see that other people are taking pictures as well. And so you can share them on Twitter. And the way you can find these images is by following this hashtag that you've set up. Hopefully if you've publicized it well enough, people are using the hashtag already. So it's really easy. Look it up on twitter, see what people are talking about. And hopefully you'll find lots of people saying, yeah, I'm on my way. I'm on the train to New carcinoma on one-way to the event, or I'm often as Folk Festival, I've been looking forward to all year and hope that where there's gotta be kind to us. And you can say yet we've checked the weather, it's gonna be sunshine or weekend. And it's little touches like this that may make people feel really welcome. The third thing that you can do, What do you thinking about the morning of the event? It's just have a quick widths round and made sure that the Wi-Fi code and hashtag is displayed everywhere. So you as your fat, it's organized, it, you're going to be dashing around, keeping on top of Ali, I suppose high level stuff. Whereas the frontline staff, people behind the bar, people on the cloak room. If you don't have the Wi-Fi code up clearly on display, then all day long they're going to have people saved them, excuse remote to know what the waveform coatings. And so if you make this really easy to spot, they'll thank you for it. And it also means that people will be able to just get in there, start tweeting straight away, and start promoting your event, which is what you want. You want as much activity happening on the digital marketing channels while event is happening as possible. Because they're not encourages people found y to think, oh, that's something I really should start getting to. And it'll encouraged them to book next time if they feel there's a bit of a buzz around it. What I also like doing is creating its getting my, getting my house in order on a social media channels early. So on facebook, creating a few photo albums, which I can then populate with images throughout the day. Thinking about Instagram, I might think about the captions, the hashtags I'm going to use and put them all in somewhere in my phone so they're ready for me to paste in, or I check the Twitter names for any of the speakers or performers. So again, I've got them ready there on my phone and I can paste them in and I know that there were accurate. And then lastly, think about a little bit of live tweeting. Now, live tweeting doesn't have to be a blow by blow account. You're not a court reporter. You're not trying to transcribe the whole event. I've done that before where I've tweeted too much during the whole event. And then you get in a bit of a muddle because he tried to hold all this information up here and tweet at the same time. And then you're thinking about the stomach because lunchtime was approaching and all of a sudden you've forgotten what it is that the host person just said. So think about just report, reporting or sharing a few little nuggets from every band or every speaker, every performer, just a little something which you can share a knee on your social media channels. And then that, that helps encourage interest in the event far and wide. 6. It's over! How to maximize impact after the event: So the event is over. It all went brilliantly and now you're off to the BOD celebrate and the next day back in your face and you've got all those emails to get through all those little jobs you've been putting off because the event is being taken up all of your time. But the first 48 hours after the event is over a really critical if you want to make the most out of all his boss around the event and orders goodwill and enthusiasm. And for attendees as well. They don't necessarily want to go quiet. They kind of feel like they still want to hear from you as well. So the first 48, the event is a good opportunity to keep the community engaged, to spread the word even further and all its activity, even though it may not feel it at the time, it all helps you sell more tickets next time. And so anything that you can do here will really, really be valuable. Like the activity Jew, any event, the things that you do immediately after, really you reaching people at a time and they're feeling highly engaged and it will really make an impact. So where should you start? You've got lots of things to get through your bit tired because he had the event yesterday and you need to prioritize. And the very first thing I would do is say thanks. So think about the talent we've been talking in this course about how you can keep the talent happy email and send them a little note to say thank you so much for taking the time to come along to the event. And how much you loved what they said, how they performed, and how well it went down. You could send them a little gift. Nice thing to do. And they might take photo of this and share on Instagram. So yeah, just remember your manners and saying thank you. I always meant that the very first thing I do after an event. And then after that you want to go round and update all the essential information, autobiography information on your different channels. So anything where you're talking about coming up next week, we are looking forward to anything that is in future tense. You want to change that back. So it's, we had a great time. It went so well. And just make it feel like yes, this event is in the past because it's amazing how quickly this sort of content can date. And even if you haven't necessarily got another event to talk up two and to promote yet, it will still look a little bit odd. It look a bit old fashioned. A week in a week's time, if you're talking about this event is about to happen when actually people look at the website and think, but I was there last Wednesday. The next thing to turn to our your social media channels. So this is about getting some gorgeous pictures in an album on Facebook. And I don't mind holding off a little bit, so I've got time to actually go through them out, rather wait a few hours and make sure that I filtered through all the different shots at the team of cent, we've cropped nicely. We've put a nice-looking filter and then we share them. Rather than doing in haste perhaps the night of the event, try and try and do it when you know that the quality is going to be sky high, will be putting the same pictures on Instagram. Maybe you want to start on Instagram, shared on Facebook or the other way round or put different ones on different channels. It's up to you, you know, the sort of event that you're running. You can also look out for the images to other people sharing. So perhaps people on Twitter. Sharing some great images that have been taken from different perspectives. So update your social media channels. Talk about how well it went. Stop tagging people saying thank you publicly, retweeting content from other people and look out as well for other user-generated content. So perhaps some people they've got back from the event now, so inspired by that, they sat down and wrote a blog post, or maybe you're in the press. And so the local paper or a national paper has written an article about the event. And so you can start sharing that on your social media channels. You need to, as we were talking about the biography information, you need everything to start looking current. So talk about the event in the past, but also in these wonderful glowing terms, but how brilliant it was and start sharing lots of content to give people that impression. Now, how about the people that came to the event? And hopefully there were loads of thousands and thousands. And now's a good time to thank the attendees. So you've already thank the speakers. And the reason I would send out an email to the attendees a bit later on in the day is because by this time I've had more time to amass all these images or these blog posts, all this other kind of collateral around the event. So you can use something like Eventbrite or if you've got the mailing list and you can e-mail everybody that way. And you want to say to everybody yet, thanks so much for coming. You had a great time. Here's a blog post written about it, or here's a wonderful image gallery that this particular person in our community has shared. And so it's not just saying thank you, It's also giving something to them as well. Some kind of interesting assets that we need to look up someone to read, which will make them feel part of the event, part of the community as well. And one thing I particularly liked to do in this, and sometimes you have to take a bit of a deep breath before you do it. But I really like to send out a feedback survey. And this helps me find out for any little needles which were perhaps not big enough for people to tell us about on the day, but they still nickels. And it means if you ask people about these, you can get it right the next time. Just to give you an example and I'm not going to grumble too much. There was a conference I went to and the lunch break wasn't until 145 and it's a two hour break. So we didn't really come back from lunch until a bit later. What lunch wasn't even provided. So we had to go around and kind of forage in central London for seven to eight, which really broke into the flow of the day. And then because things went on so long, hard to get a train and a miss the end anyway. And I didn't want to gripe about it on social media, but I did want to tell you about it because I don't want to come back. So if they don't if they get my feedback, then perhaps they'll do something differently next year. So I always think about that when I think about feedback surveys, it's not just about people grumbling. It's an opportunity for you as an event organizer to do it even better next time. And it also makes people feel like their opinion is valued, which I think is really important. So use something like Survey Monkey, House. People say three short questions. You know, you don't want their life story. Just a few pointers about what they enjoyed about the event. And then that will make sure it goes even more smoothly. You next time, this course on digital marketing for events has looked at all the steps you can take before, during and after event to make sure everything runs smoothly, you get maximum publicity and of course, lots of bums on seats. In the final section, we're going to look at some of the tools that we've spoken about during the course and walk you through the interface to help you become more familiar with them and confident in using them while promoting your event. 7. Deep dive into Eventbrite, Meetup and Facebook Events: In this last section, we're going to look at the different platforms you can use to manage your event, kicking off with Eventbrite and then meet up and Facebook offense. It's just going to be a little walk-through to show you the different features on offer with each platform. And to help you decide which one might be best for you. We're going to start by looking at Eventbrite. So this is the homepage that you come to, whether you're a punter or somebody managing the event. And as you can see here, it's suggesting events to you that you might be interested in. But we're looking at actually running the event today. So we're gonna go into our profile, manage events. And then this will bring up any events that you've learned in the past. So I'm just going to show you one that Iran, not so long ago called Digital Marketing on the run, which had the hashtag Run-DMC. And it was a charity event. So first of all, you come to your dashboard. And this will give you a bit of a snapshot about when it took place, how much money you made from ticket sales, that kind of thing. But I'm going to walk you through the edit bit first. And this is where you put all the details of your event. So firstly, you want to put the event title and try and use some keyword says so that people can, people can find it easily. You put the location and because you've got the location, it brings up a map. So that helps people find event which is always very useful. And of course he put the dates in and the times. And sometimes it might be a recurring event. So you're, you can set a quite few Mongo. The event image is really important. So this is something that we'll give people a flavor of the event. So really think about what you put in here and think about how it's going to show up on Facebook and Twitter and all these places. So try and make sure it's good and you can always update it as you go. Maybe start off with something generic and then improve it. And then we have the event description. As you'll remember early on in the course, we were talking about front-loading and putting some really important information at the top. So really work hard and your description and don't make people kind of walk through ALL is waffle to get to the important bits. And you can make this section quite lengthy if you want to. And then we've got create tickets, which is the important bit. So for this event, because it was a charity, then I call the Ticket name donation just to kind of hammer that point home. And I set the amount of tickets available because anew as a small room, if 500 people wanted to turn up, then just wasn't going to happen. So you can have free tickets, you can have paid tickets or charity donation. And then in the third section in edit, we've got how you'd list the event. So if it's a public page, that means anybody can come across it, which is brilliant if you want so lots and lots of tickets. Whereas if it's a private page, That's perfect. Say you're running a wedding anniversary party or an engagement party or something private fuel company where you don't want knows that people turning up and drink your wine. So that's the edit section and Eventbrite. Now design that's going to show you how it actually looks on the screen. So these Raleigh bits of information that I put in on the edit page. And this is what you'll see if you're a general member of the public that comes across this event, lovely. And then last of all, I'll take you through manage. So manage is where you can drill down a little bit further. You can set the payment options. So let's just have a little look at that. That will be, here we go. So how you actually collect the money for the tickets. So this is why Eventbrite is particularly good for ticketed events where you're charging charging money for people to turn up. The order form. Again, you can have a little bit more information here, instructions for attendees. This is really useful. Say if you want to talk about dietary requirements, dress codes, caulking, anything, maybe it's for over 20 ones. And the thing that's kind of criteria for being able to come along, order confirmation. This is nice if maybe after people have bought the ticket, you want to direct them somewhere else. So you could include a message here that says, join us on Facebook for regular updates. Or we'll go back to the homepage and you can watch a video there. And then that just sort of completes that their journey ready. It's rather a nice thing to do. Event type and language. So ticketed or registration, waiting list. Now this is a great way of making people feel like they're going to certainly exclusive. And if say you've got the waiting list set at 45, then once you get over that number, people are added to the waiting list. And it encourages demand because it makes people feel like, oh, this is a really exciting event almost come to. So in the invite and promote section, you can do lots of things like setup, discount and access codes. People love early bird tickets. So this means if they buy three months ahead of the event, then they get a little bit of money off. And then maybe people on your mailing list, you can send them a discount code which makes her feel like they're part of an exclusive club or net. There's some kind of benefit to stay on the list. Tracking links. Maybe you want to give a particular link to, I don't know, you're doing a farmer's market and you want a particular stall holders to help sell tickets for you. And you can see who's generated the most sales. Or maybe you can use a particular link for Facebook and something else with Twitter. Again to see how your Which, which places are most effective in selling tickets. Social stream is quite handy. You can connect various accounts. You can connect it to Instagram and Twitter. And then that means that you can kind of link for one platform to the other. So when you update information about the event and you can share that on Twitter, which is just quite a nice handy time-saving thing to do. Analyze. We've got things in here called tracking pixels. Again, you can see which, which platforms are the most successful marketing your event. Not so much in their manage attendees is quite useful if somebody asks you for a refund, for example, this is where all the information is about them. And extensions. This is great because you can connect things here with, for example, just giving MailChimp or the platforms that you might want to integrate. Okay, so that's just a little walk-through Eventbrite. This is the Meetup homepage. And like you saw with Eventbrite meter, it's really good at suggesting events to you that you can go to in your local area that you might be interested in. But we're talking about managing events today. So let's have a little look at that. So I'm just going to take you through an event that we've run in the past. So this is what you come to if you're visiting the Tsukiji masterclasses meter page itself. And so it tells you a little bit about the community, the members. So you can have a little look around and see, is there anyone else to hear this sort of people that might be attending? You can look at recent photos. On the right there. You can see recent events and go and have a little nosy around all of those. And so let's look at this one. This is one of the events that went really well. This is the page for the event itself, so we've got a clear title there, and we've got the event details and of course the map so that people can find it. You can see who came along, all these lovely people with their smiling faces, photos from the night. And then one of the things that I love about Meetup is that it encourages this kind of community feels so before the event, people could put comments up, which we could answer. And then afterwards they also added comments to say, yep, I love this and it was really great. And how does this work? And lots and lots of lovely comments just to show you behind the scenes. So this is what happens when you create a new meter. So you add a new field to say what the name of the night is going to be. Start time to finish time. How often you're going to host it? Is it monthly in meter? It really is really great for those events that you're running once a month in a local pub, that kind of thing. You can show where it's going to take place, which is quite important as I'm sure you will agree with that emitter. It'll also suggest to you recent addresses so it saves you time filling in a, an event, a photo so that people couldn't get a flavor of it straight away. What members need to bring, That's pretty handy. Important details may be certainly need to know about parking dress codes, that kind of thing. And he'll be hosting. You can also ask people a question and set a price. So although me that doesn't offer you the same kind of flexibility as Eventbrite with ticket prices. You can set a price five or head or 25 pounds, whatever. And so it's great if you actually do want a charge on the door. Okay, so that's a quick tour through meetup. And next we'll look at Facebook events. To walk you through Facebook events, I've chosen a science museum in London who have this rather beautiful cover image two, which is a nice trick to copy. So let's look at events here. And the first thing that shows up is the next event they've got coming up, which is power up at the Science Museum. So let's have a little look at what they do here. Now at the top, you can have an image. They have put a video in here which is even better. And so you've got the title. And the great thing about Facebook events is that they really help spread the word for you. So if I click on interested, then chances are people who are connected to me on Facebook. We'll see that in their, in their news feed, which is really great because then they might decide to come along as well. I can also click going, which is even, even clearer that I'm going to be going to this event and might encourage friends of mine come to. I can also share it. I can actually invite friends. I can share privately a messenger or I can post about it on my, on my wall so everybody can see. And you want to include the event event details. So start, finish when it's happening. And I think this is a series of events. So though if they've put fuel in their tickets available, they've got over 1000 people interested. Saas, good. It shows that it's going to be popular in the details section, front loading again, they've put those key bits of information that again, gonna get people interested. It clearly linked to buying tickets and a nice description as well. And then because these events taking place over several days, I've put lots of individual dates, then there's the option to share and messenger, which is good. And you can see the sort of posts that people have been writing underneath. There's a link to their partner about the venue. Of course, if you've got a Facebook page, then you don't have to do anything. It'll just show the information. And you can see these sort of discussions that people are having below. Let's just have a very quick look at these. I think it's mostly people who are telling their friends yet you want to come to this. But you can also have questions here. So someone asking if they've got a particular gain on display, and this is where the venue can be answering this. And if lots of people are asking the same question, they can update their event description to include the information. And that brings our digital marketing for events cause to a close. We hope you found that useful.