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

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7 Lessons (1h 7m)
    • 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


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!


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 1st 3 parts of the course, We're going to focus on all the things that you could be doing as give end approaches. So don't leave it to the last minute. You want to be getting active on the Web and social media at every stage of your planning and preparation. Andi. I see those being four component parts to your digital marketing mix on. If you get these right, you'll be talking to the right people on the right platforms at all about moments. The first off these component parts and your digital marketing mix is your event website, So this is the cornerstone of your communications. It's the official voice of the event on bits where people go to to get all the basics, a literally essential information on If you're maybe a smaller, then you could get by quite happily just on. Meet up what's 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 on DSO. You want to make sure that you've got all of the essential information on there, and it's really easy to find So when is it? Where is it? How much do tickets cost? Andi 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 you're gonna lose a few people on the way because you're making it difficult for them. And you also want to make sure that people can tell at a glance what sort of event it is on a really good way of doing it. It's really 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 the website on 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 running 1/2 marathon event on day. 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. It's 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, but it is gonna put people off or say if you are organizing a farmer's market with lovely organic produce, what you need pictures of people walking around this market eating delicious food, looking really happy, stall holders with a lovely fruit and veg 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. There's some stop that I keep coming across, which is that people process visual 60,000 times more quickly than text. So the more visual elements you can get there, the better really help people make a decision on. It means that your website will be working really effectively for you. So now you've got all those basics on their the essential information on 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 event and think about the things that are really gonna be that thing. That really sort of pulls them there. And so this could be testimonials from happy comforts 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 the decision, whether to come or not, but it really does great food. Everybody wants to know what's for lunch. So you want to make sure that you mentioned what the food or maybe tea and coffee facilities alike. The venue. Perhaps you've got a really interesting venue in an interesting location. These are all things that you could 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 Teoh, making it feel like a don't miss event really stake out your credentials as organizers of an event that's going to be set when 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 on. And the thing I love about social media and events is that it's really good for encouraging foam. Oh, which is a fear of missing out on. You've probably found this yourself where you want Facebook Onda. A little notification has come up saying that a friend of yours is going to a particular event in the town where you live on straightaway. You think? Well, that sounds good. Maybe that's something that I should be going to a swell. So it's really good for encouraging that kind of thing. So your core channels thes 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 and one go. You just put little tweaks out as we go to share all the information. Very 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 regularly is a really good thing to be doing as well on bond. Facebook's really brilliant to act as a community, a place where the community can build around the event. Um, so long with Facebook and Twitter, I would couple these with some visual channels. So you got Instagram where every post is an image on. You can start getting active on its graham 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 the man for this. And so you could 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 got this really compelling mix off Twitter Facebook visual channels. Andi, rather than go through them one by one, I'm gonna run you through an example from the Victorian 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 Vienna's page is their lovely cover image, and they're really strong on having these cover images for different exhibitions. Ondas well, as a visual, then they include the start and end dates for the exhibition, which is just really handy, because then you could look at that and think, Well, not free this weekend. But it runs still April, so I shall find time to fit in on DSO every time we change the coverage on Facebook. This is opposed 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 Cofer images is filling in the caption as well, with nice link through to the website. So people have something Teoh follow, and they can go there for more information. There they'll have a have their events page on DSO. The Facebook offense pages 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 yours sharing information on 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 Andi With defense pages, People can click to say they're interested or that they're 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 on Facebook will prioritize this sort of content in the newsfeed as well. So let's look at Twitter on. As you can see, that'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 looking around the different channels , then you intuitively feel like you're in the same sort of place. It's not jarring. You're not sort of leaping from one different kind of moved to another, if you like on this sort of posts that they're putting out there on Twitter about the event really positive, they're sharing information sharing visuals there. 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 on. They are taking photos. They're 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 you saying everything and you're not listening toe any comments on the general public? And then there's a couple of this with the 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 is all sort of in keeping with the particular mood for this event. They're using the right hash tags on their 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 austere organization. It's somewhere it's friendly and approachable, the devil is great and you feel like you're 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 things to consider when we're thinking about the perfect digital marketing mix are the events management platform. So what we're thinking about here are eventbrite on Meet Up on. 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. Andi. I told a few people about this I've been thinking about. It's quite a while. On on the night, I kind of expected maybe three or four people, maybe my mom to tell her FAS well, and so I was really blown away to get there, and about 30 40 people there on this all happened because I put it on, meet up. And so all these other people were on meat. Oppa's well, so they had got wind of it. They had seen their read the description that seeing the pictures are put upon their obviously that included the time date, location, all the basics and they came along because I was just interested and so It's amazing how much time it can save you on how much more effective at getting the word out these platforms can be. So just to give you a quick run through the different benefits. So number one, they hope to sell more tickets. So they've got mechanisms built in where people could 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 save that's something you need to let everybody know in. We'll go like you've got somebody else in. The new person is part of the lineup. Or maybe some things change. You know, maybe the venue has changed or something like that, or you want to get a sense, essential information to than 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 and you think, Oh, I haven't haven't covered that on the website yet, so you can put this essential information up there like I did. They could be roadworks. You get wind over happening on the day, which are gonna cause people problems or anything that people need to know. Any of the queries that need answering. They're very visual. So you couldn't share lots of images s. Oh, 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 on this is really good for the much large scale events as well meet up Is mawr off a space more of a community platform? It's great because people can ask us queries and you can answer them in. This shows up in kind of a conversation thread on the event page, which is really good on. It's particularly good for sharing images, perhaps after the event. So maybe if you've got people out there that thinking this that's really interesting, I'm not really sure if it's for me. Then they look at your meeting page and they'll see that that you shared all these images from the last month's event. You've got all these comments from people saying that 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 on deciding which is right for you to complete the picture. When we're thinking about your perfect mix of digital marketing ahead of you event. We've got email marketing. Now. This is a great way off spreading information, sharing information about the event and also building up this a little bit of excitement because you're your drip feeding information. You're telling people what's what they can expect, which is really exciting on. Don't forget that these people have signed up to hear from you, so don't be afraid to share information with them. It's not like you've got some dodgy my list of 5000 people who have got no interest in you event it'll they've actually filled in the details they want to hear from you. So that sort of things, you can tell them the obvious stuff, like new names that 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 the social media channels on a website everywhere . You don't miss anything out here on, but you can also tell them about exclusive things. You know, if people 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 particular date will get free coffee when they get there . So any extra bits of information, maybe their write ups and oppress or blood posts that people are writing about the event on the other thing that I think is really effective when it comes to the email side is to be really productive. So any event where I get an email 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 May and they want to make sure that I'm gonna have a good experience. So this sort of thing that you would include in one of these little reminder emails. Your number one is reminding people that the event is there's only 48 hours to go, whatever. But this is a really good good point to say. OK, actually, the venue is a little bit easy, difficult to find. So don't forget to take this particular turning or it's down his 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, all flustered halfway through them, big, irritable, tweeting about it or grumpy on, but also disrupting the event. When you're in full flow, you can also tell people about just anything else they need to know, like at what time it's gonna close. You know, if it's an event in London, people always thinking, Well, I am I gonna be able to get the large last train home, those sort of little extras around the event dress code, that kind of thing, Which means that people, when they turn up with their own time, they're feeling good about it. They know what to expect. So I would always send one of these out, maybe 48 hours before the event and you could do this via email marketing. You can also do it through eventbrite as well. If you wish, you'll meet up. Take your pick, whatever works for you. But anyway, that you can use these channels to be productive and share essential information will always go down well with your 10 days. 3. Talking to your audience: in part world. We looked at the four essential parts off your digital marketing mix for your event. So that's your website. It's your email, marketing, social media activity and then defense management platforms like Eventbrite and meter on. 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, toe 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 on up to date, and this is across all the different channels. If it's a new event, very 1st 1 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 2nd 3rd 5th whatever a series of events on your just over right in the information went before, it's really easy, sometimes kind of overlooked something on. Then you've got some bit of communication is going out where the information isn't accurate , so I like to have a good old rummage around maybe look at eventbrite in the automated messages that I set up before and just make sure that everything is accurate and up to date on. Sometimes you might find, well, actually promoting an event on it. 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 holding page or or some sort of visual that says, Yep, this is happening. 19th October Save the date. More information coming soon. Anything is better than it's still showing up the date for something that is passed on due course. People won't be able to attend because it's it's already gone buying. So yeah, always keep an eye on all your information. All 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're organizing event. So you want to put the really essential information on every bit of communication that goes out on by this. All I mean is when and where it's happening on. It sounds so obvious, but I don't know about you. Sometimes you sign it for an event on all the information is there in the very first email . But then further down the line when you on maybe email five from the same events organizer's. And this is just the point Where you thinking, Oh, it's in Birmingham on. I mean, I've got 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. 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 on there is really important bits of information missing. So what you need to remember is that most of the time people aren't really paying attention . Hate to break it to you, but but they're really not. You know, we've all got two emails coming in the whole time, so it never hurts. Repeat this basic information on bond. Just a really hammered the point home. If something happens like a venue changes or there's some other important change, like the date changes or you haven't earlier or later start time, then you really cannot tell people enough. There was an event that I organize once. It was a social media workshop in London on we had some problem with the venue. They didn't have the facilities that way. Thought they had and everything had to move on. We told everybody in every every single bit of information. We tweeted about it and we melt them all individually and still on the day some people went to the one place and then they turned up late. And, you know, it was just a real shame on bond. So you really cannot tell people enough on. 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 on, you want to encourage people to use it as widely as possible. Andi Hashtags, A perfectly good. If you're offenders got quite a long name, then it's a good way of abbreviating it, Andi making everything a bit shorter and easier to fit in the tweet Sometimes, I mean, it's preferable. If you're effect, name is short enough. Then you can just have the name of the event. That's fine on one thing. To make sure as well, it's everybody is using the same one. So this is why it's important to use on all your communications. And then people know, for example, should If there's a year and it should be 19 what should it be? 2019? Sometimes people are not quite sure. And so you end up getting it in a bit for middle people using two different hashtag. So if you were using it as much as possible, then that means everybody else is gonna 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 health. They were going to the hashtag W O. C, which is the World Optometry conference. But it's also used widely, a za 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 you're event is world something or its national something these hashtags that begin with W or an end they used quite commonly. So see if you can come up something else, or just check that it's not in use by defendants 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 all your communications on what I mean by this is put the most important bits first, make essential information really easy to find and think about those pull factors, the things that they're in going to encourage people to actually book. Make sure that they're easy to find as well that people see them at a glance. What you don't want is people haven't kind of rummage through all of your content. River straight. Your emails dig about three website just to find something as simple as how they could 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 have got it in bold, and they've got it in a really prominent position in the email. So there's May in a hurry, scrolling 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 and low for the information. I can tell straight away what's going on on then this website home page again. Similar thing. You've got some really strong visuals on this. Still with 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 on. It tells me the basic facts about when it is who's gonna be performing what's happening, and then there's a really nice clear button, which shows me how I could get a ticket. So you think about how you confront load 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 on more people will sign up your event. The sort of things that you could be putting front and center in your communications alongside the basic information Is there free ball? That's the color that you want to get right in front is they're delicious, organic, locally sourced produce that people are gonna be able to eat. Is a venue particularly beautiful or quirky or unusual? What are the other attendees gonna be like? Sometimes people they want to know who else is going before they decide if they're going to attend? Of course, who headline acts are, you know, perhaps it's a music festival on the band that you've got playing in the headline act. They're not playing anywhere else in Europe that year. You know, you need to push these really important kind of exclusive nuggets of information first, and this all helps people make that decision, which sometimes has just just made an instant to buy that ticket on and on the subject as well. Make that call to action really clear. So a call to action is something like Save the date register. Now book your ticket back and early bird discount thes call to actions along with front loading, 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 could be doing before your event across your communications to make sure everything feels consistent that 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 on your logo. It's really good from a 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 want to 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 what your team can use when they're They're talking about the event online as well. And sometimes people say to me. But we haven't got leverage is yet. And what are we gonna what we're gonna do? Because the event it hasn't actually happened. So how? How could we have images about thing that hasn't taken place yet that is trying to be creative? There's so many things you can do. You can take a picture of the team packing the goodie bags. You could take images of stall holders setting up. You can go to the venue a few weeks before I get up early and go there at sunrise on D show how it looks at different points during the day. There's so many things you can do while you on the train on the way to the event. While you're packing 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 could just do it with your smartphone. 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 the 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. Andi, In the next part, we're going to be looking more closely about all the things that you could be doing on the day. 4. Behind the scenes: when we're thinking about digital marketing for events. A lot of the time we're looking outwards. So we're thinking about bums on seats on how we can make sure that we gets many people there on the day as possible. But I think they're really effective mawr internally as well, when we're thinking about behind the scenes, so there's a lot of ways you can use these tools to communicate with the talent on by the talent. I mean speakers, contributors, performers, anybody that's on the line up, who's gonna be attracting more people to come to the event. We also need to think about the tech on the day. So we're gonna look at this a little bit more in this section as well, on 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 on top of things, and that, of course, is going to give you the advantage on the day, and it 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 gonna 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 a cookery event that you're running any of these things Onda. 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 be happy well prepared on the day. And then they'll talk about your venting, blowing terms as well. But just take a little step back. Digital marketing tools they really effective help you find these people in the first place . So, for example, when I've been running 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 in my little contacts book. So I found linked in very effective. I'll rummage round looking people stop descriptions, ask the contacts and just put some feelers out there. I find Twitter. It's brilliant. You could do hashtag call for speakers on Do you could have a look state say when event is . Tell people what it's about. Say that you're looking for people to talk on a particular topic, so that could be really useful. You can scour YouTube, and perhaps you might pick up a bit of musical talent that you nobody else has 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 couldn't submit them ideas themselves on. This is really useful because you can put some fields in there which actors filters. You can say the sort of topics you want people to cover. You can talk about the format, so maybe you want a fireside chat, maybe want someone to present a case study at a conference you're running. You can talk about situation 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 or digital marketing to help you find the right mix of people in the first place. So now you have found the talent. The next thing you need to do is try and promote them. Now. I don't want a second guessed away that you're putting this event together, but a lot of all events organizers asked people to come along, perform free because they're getting a lot of promotion out of it. Andi, 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 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 part of an event or exhibiting. Then they will came 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 100 words. It says who they are, what their connection to the event is a little bit about their background. On def, you tell people that you'd like, say, 50 to 100 words then that helps you as well, because then, when you add to the information to the website, everything is kind of unequal. Takes of equal space. What, you don't want someone. It's got five long paragraphs and it's someone. It's only given you two lines because then it's extra work for you. You've got editor and ask more questions. So try and kind of and tell him exactly what you want from 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 your is of similar quality. So ask for a head shot. Say, please don't send me anything too small and too blurred, because again it's gonna make all of your promo activity activity look a little bit sort of inconsistent. So you also want to ask him about any social media handles. So their Twitter name, what the on 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 even you got 200 followers on Twitter. Great place to start, but you know, you're looking to build it up. Andi, your star performer might have 15,000 followers. Great. So they're going to see you tweeting about them on. Chances are, they'll share this. They'll retweet you. And so all of these followers, suddenly they're aware of your existence. So the more that you could attack people and promote your the talent who are going to be part of your event? The mortar 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 discover a few things here, so I don't about you. But I have quite often been to events where someone is up to start talking and they've got some slides to show. And then there's some awful tech problem. You know, cable is missing. Or maybe they have got a Mac on the person, put the slides together on a PC and that something doesn't quite work. And so you've got this awful situation where the speaker is already to go there, stood there like a lemon, waiting with some tech guide. Plug everything in. So your works and then everyone in the audience were all interested. And now we're just looking at Twitter. We wondered what we're doing later. We're talking about going for a drink. Onda. The moment is lost on diesel 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 one. 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 could get it running on my machine, so there's no need to try and get their tech or any of their equipment or their their files to work on my equipment. You know, I know it's all gonna be fine. I also ask him to bring it with them on a USB stick. And then I say that somewhere in the cloud as well, just to be absolutely sure on. The other thing I do is well, is I always make sure I 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 WiFi because the last one is a WiFi going down and everybody moaning about it on DSO. Anything like that. Anything that might be some sort of technical consideration are their sockets. You know what's what's the access gonna be like all of this kind of thing? Is there some sort of lighting issue that means in broad daylight you're not gonna be able to see anything that's happening on screen? Try and think about this in advance with Visit the venue at the same time of day 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, lots of great tools that you and the teams can use to communicate effectively with each other ahead of the event so the 1st 1 to think about is Slack, which is a messaging app. Four teams Andi, I don't 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. It's really essential bit of information, which somehow gets lost because people only see another email in the threat. Andi. That could be the crucial information, which means that something doesn't work on the day where slack and you do have other options as well. But slackers, particularly good slut works in has a different channels, so you could have your marketing team. They discuss everything in the marketing channel. Your tech team could talk about all the 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 on. It also means that if anyone new comes into the project as well, halfway through, they can look back through all these messages and 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 trail. Oh, and again there are different options for this kind of project management tool. But trail oh, is a really great way of suppose, visualizing all your to do's. So it works in a series of have a board for your main project and then lots of cars within that on. Within these cards, you can have checklists, and you very simply moved the cards along from column to column. And it's a really satisfying thing that you could do when you've ticked off everything within one checklist. So maybe it's to do with designing the logo. You know, 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 when you can just drug it, put it in the den column and then move on. So Trailer is really lovely way of collaborating with teams and making sure that all these little jobs don't get forgotten about Google docks. We find that very effective as well is another really collaborative tool. So say, if you've got a press release that you've written on, you want that to be refined and improved to make sure that you've got input from a few people, Then rather than have one document that you emailed to that person, they had feedback on an email it back. In the meantime, this person has feedback, and then they pass it to them on all of a sudden, your version control is completely out the window and your risk of sending out an old document instead of the bright, shiny, updated one. Where's Google Dogs? You can all view the same document from wherever you are spreadsheets as well. So you can all update the same document in real time and end up with something that is far more accurate and correct. So you're good docks. Very, very easy way for teams to collaborate on Bond. 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 for a 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, something which I found really effective when working on perhaps more global events on something where you might have an event every month, something very regular, very large scale. And you've got all these desperate people all over the world working on it. I really like closed Facebook groups on 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. Some of the platform that they're not already logged into half the time. People just want to be on Facebook anyway. Eso you made so talk to them on a platform where they're they're gonna be around anyway on because it's a Facebook group. Any notifications, they kind of go to the top of people's feed. So if you put a message out to everybody, then it means chances are they're going to see it'll. It'll come up on the phone and then they'll see it, I must say I wouldn't rely on it totally for really crucial information. You know where you really want to be sure that everybody has seen this. He's working on your event. I would also do that in slack or maybe male whatever's working best for you. But the joy of Facebook groups, the private ones that you could use for your volunteers. Everyone working on the event is that you can share some visuals and every motivating. So maybe someone a new Paris team has made a brilliant contribution to the catering for your event so you can take some photos off it and you can say, Oh, great, what a great idea. It's really lovely idea that you had on Everybody else in the group sees that, and it is very motivating. It's a very nice way of connecting with people on a very kind of 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 dio on the day of the event you've done all at prep all that 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 gonna be really valuable, because this is when people have finally engaged. They are looking out their suddenly really interested in this event because there are 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. So the 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 up the stage. It could be the caterers getting the food out. Anything like this, you can start filling it up your instagram channel with lots of lovely images to give people a flavor of the event. Let them know what to expect. You might see the other people taking pictures as well, and so you can share them on Twitter. And the way you confine these images is by following this hashtag that you 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 on. Hopefully you'll find lots of people saying, Yeah, I am on my way. I'm on the train to new car, someone on one away to the event or I'm often It's folk festival. I've been looking forward to all year on the hope of where there's gonna be kind to us and you can say Yes, we checked. The weather is gonna be sunshine all weekend and is little touches like this that may make people feel really welcome. The third thing that you can do want you thinking about the morning of the event. It's just have a quick whizz round and make sure that the WiFi code and hashtag is displayed everywhere. So you as events organizer you're gonna be touching around, keeping on top of Ali, I suppose. High level stuff where it's more of the front line staff people behind bar people on the cloakroom. If you don't have the WiFi code up clearly on display, then all day long they're gonna have people saying to them, Excuse remote to know what the wife on Kotis aan de. 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 is possible because then that encourages people far. Why to think all that's something I really should start getting to on Digital Encouraged under book next time they feel there's a bit of 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 hashtag. So I'm gonna use on Put them all in somewhere on my phone so they're ready for me to pace thin or check the Twitter names for any of the speakers or performers. So again, I've got them ready there on my phone on I can pace the middle. I know that there are 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 know, you're not trying to transcribe the whole event. I've done that before where I've tweeted too much, do the whole event, and then you get in a bit of a medal because he trying to hold all this information up here tweet at the same time on. Then you're thinking about your stomach because lunchtime was approaching on all of a sudden, you forgot what it is that the House 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 show only on your social media channels and then that that helps encourage interest in the event farm wide 6. It's over! How to maximize impact after the event: so the event is over. It'll went brilliantly, and now you off to the bar to celebrate on the next day, you back in your face and you've got all those emails to get through almost little jobs you've been putting off because the event is being taken up all of your time. But the 1st 48 hours after the event is over. A really critical. If you want to make the most out of all this buzz around the event on orders, goodwill and enthusiasm on for 10 days as well, they don't necessarily want it all to go quiet. They kind of feel like they still want to hear from you as well. So the 1st 48 hours after the event, it's a good opportunity to keep the community engaged to spread the word even further on all this activity, even though it may not feel it at the time. It all helps you sell more tickets next time on DSO. Anything that you can do here would really, really be valuable, like the activity during the event. The things that you do immediately after are really reaching people at a time when no feeling highly engaged on 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 on. 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 on how much you loved what they said, how they performed on how well it went down. You could send them a little gift. Nice thing to do on. And they might take a photo of this and share on Instagram. So, yeah, just remember your manners and say thank you. I always make that the very first thing I do after an event. And then after that, you want to go around and update only essential information. All the biography information on your different channels. So anything where you're talking about coming up next week, we're 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 date Andi, even if you haven't necessarily got another event talk up to 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, that's about to happen when actually people look at the website, I think. But I was there last Wednesday. The next thing to turn Teoh are your social media channels. So this is about getting Cem 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. I'd rather wait a few hours and make sure that I filtered through all the different shots at the team of sent. We've cropped nicely with put 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 gonna be sky high we'll be putting the same pictures on Instagram. Maybe you want to start in its graham, shared on my Facebook or the other way round, or put different models on different channels. It's up to you. You know, this sort of event that you're running. You can also look out for the images other people sharing. So perhaps people on Twitter a 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 I got back from the event there, so inspired by that they sat down and wrote a block post. Or maybe you were in the press on DSO. The local paper or 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're 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 Waas and start sharing lots of content to give people the impression. Now, how about the people who came to the event? And hopefully there were loads of thousands and thousands? Now is a good time to thank the attendees. So you've already thanked the speakers on 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. All these block posts also the kind of collateral around the event so you can use something like Eventbrite or if you've got the mailing list, then you get email, everybody that way, and you want to say to everybody yet thanks so much for coming. I hope you had a great time. Here's some blood post of being written about it, or he is a wonderful image gallery that this particular person in our community has shared . And so it's not just say thank you. It's also giving something to them as well. Some kind of interesting assets, something to look at, something to read, which will make them feel part of the event part of the community as well on. One thing I particularly like to do in this on. 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 about any little niggles which were perhaps not big enough for people to tell us about on the day. But they're still niggles on. And it means if you ask people about these, you can get it right the next time. Just to give you an example are not gonna grumble too much. There is a conference I went to on the lunch break wasn't until 1 45 and it was 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 the kind of forage in Central, under something to eat, which really broke into the flow of the day and then because things went on so long, had to get trained and missed the end anyway on didn't want to gripe about it on social media. But I did want to tell the organizer's about it because I don't want to come back. Eso if they'd only if they get my feet back, that perhaps they'll do something differently next year. So we 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 events organizer, to do even better next time. And it also makes people feel like their opinion is valued, which I think is really important. So here's something like Surveymonkey ask people say three short questions. You know you don't want the life story just a few pointers about what they enjoyed about the event, and then that will make sure it goes even more smoothly next time. This course on digital marketing for events has looked at all the steps you can take before , during and after your event to make sure everything runs smoothly. You get maximum publicity on, 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. I'm 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 on Facebook event. It's it's just gonna be a little walk through to show you the different features on offer with each platform on. To help you decide which one might be best for you. We're going to start by looking at eventbrite. So this is the home page you come to whether you're a hunter or somebody managing the event on 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 run in in the past. So I'm just going to show you one that I ran not so long ago called digital Marketing on the run, which had the hashtag run d M C. And it's 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 gonna walk you through the edit it first. And this is where you put only details of your events. So firstly, you want to put the event title? I'm drawing you some key words there so that people come people confined easily. You put the location on because you've got the location. It brings up a map. So that helps people find event, which is always very useful on. Of course, he put the dates in on the times, and sometimes it might be a recurring event. So you'll you can set a quite few mongo. The event image is really important. So this is something that will give people a flavor of the event. So really think about what you put in here, Andi, think about how it's gonna show up on Facebook and Twitter and all these places. So try and make sure it's good and you could always updated as you go. Maybe start off with something generic and then improve it on. Then we have the event description, as you'll remember earlier on in the course, we were talking about front loading on putting some really important information at the top . So really work. Holding your description on don't make people kind of walk through all this waffle to get to the important bits. And you can make this section quite lengthy if you want to. Andi, we've got create tickets, which is the important bit. So for this event, because it was a charity. Then I called the ticket name donation just a kind of hammer that point home. And I set the amount of tickets available because a new is, um, a small room. If 500 people wanted to turn up, then that just wasn't gonna happen. So you can have free tickets. You can have paid two kits or charity donation and then in the third section and edit. We have got how you list the event. So if it's a public page, that means anybody can come across it, which is brilliant if you want to sell 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 those people turning up in drinking only wine. So that's the edit section and eventbrite Now design that's gonna show you how it actually looks on the screen. So these really bits of information that I put in on the edit page and this is what you will 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 inter attendees. This is really useful. Say, if you want to talk about dietary requirements, dress codes, parking anything, maybe it's for over 20 ones. Anything that's kind of criteria for being able to come along. Order confirmation. This is nice. If maybe after people who 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 home page and you can watch a video there. And then that just sort of complete stared their journey. Really, it's rather a nice thing to do. Event type on language. So ticked it or registration waiting list. Now this is a great way of making people feel like they're going to something exclusive and have say, you've got a waiting list set up 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 I must come to. So in the invite and promote section, you could do lots of things like set up discounted 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 them feel like they're part of an exclusive club, and that there's some kind of benefit to staying on the list. Tracking links. Maybe you want to give a particular link to I don't know you do a farmer's market on. Do you want particular stall holders to help sell tickets for you, and you can see who has generated most sales. Or maybe you can use a particular link for Facebook and something else for Twitter again. To see how you're which which places the most effective in selling tickets, Social stream is quite handy. You can connect various accounts you can collect up to instagram and Twitter, and then that means that you could kind of link for one platform to the other. Eso when you update information about the event and you can share them 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. It marked in your event not so much in their manager 10 days. It's quite useful if somebody asks you for a refund, for example, this is where the information is about them on extensions. This is great because you can connect things here with for example. Just giving mail chimp, other platforms that you might want to integrate. Okay, so that's just a little walk through event, right? This is Damita home page. Andi, like you saw with eventbrite meat. That'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 gonna take you through an event we have run in the past. So this is what you come to if you're visiting the Suk Young master classes, meet a page itself and so tells you a little bit about the community, the members. So you could have a little look around and see. Is there anyone else that, you know here, this sort of people it might be attending. You can look a recent photos on the right there. You can see recent events and go and have a little nosy around all of those on DSO. 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. Andi, 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 things that I love about meet up 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 Yes, I love this. And it was really great. Onder, 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 meet up. So you had a new field to say what the name of the night is gonna pay? Start time, finished time. How often you gonna host it? Is it monthly? You know, meet up 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 gonna take place, which is quite important, as I'm sure you agree with any meet up. It'll also suggest you recent addresses. So it's safety time filling in a an event of photo so that people could get a flavor of it straight away. What members need to bring That's pretty handy. Important details, maybe something they need to know about parking dress codes, that kind of thing until be hosting. You can also ask people a question on Set A price. So although meat, it doesn't offer you the same kind of flexibility as event right with ticket prices, you can set a price, you know, five or head or £25. Whatever eso. It's great if you if you actually do want a charge on the door. Okay, so that's a quick tour through Meet up. Next. We'll look at Facebook events to walk you through Facebook events. I've chosen a science museum in London. You have this rather beautiful cover image to which is a nice trick to copy. So let's look at events here on. 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 could have an image. They have put the video in here, which is even better on DSO. You've got the title on. 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 will 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 gonna be going to this event and might encourage friends of mine to 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 on. Do you want to include the event event details, So start finished when it's happening. I think this is a serious of events, so they put a few in their tickets available. They've got over 1000 people interested. That's good. It shows that it's gonna be popular in the details section, front loading again have put those key bits of information that again gonna get people interested, a clear link to buying tickets and a nice description as well on then, because these events taking place over several days, they put lots of individual dates in. There's the option to share in messenger, which is good, and you can see the sort of posts that people have been writing underneath. There is 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 here. It'll just show the information on. Do 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 there. So someone asking if they've got a particular gain on display and this is where the venue could be answering this on. If lots of people are asking the same question, they could update their their event description to include the information on that brings our digital marketing for events course to a close. We hope you found it useful. Please have a look around the Tokyo school website for information or near the courses that we have available on, join us on our private Facebook group to talk through any questions that you might have and say load with the people in the Tokyo school community.