Are you investing time, money and energy in an attractive event that does justice to your product? Then make sure you also get the event film, which brings the qualities and emotions of the occasion to life in a lasting way. If you invest a lot in an event, you waste strong content and money if the corresponding communication afterwards consists only of photos and some cell phone videos.
A good example is the clip above. soma produced both event film and an attractive making of for ABB’s anniversary. These are relatively small additional costs that ensure an event can generate benefits for the organizers far beyond the live experience. However, this requires cleverly thinking through the use of social media around your event.
Company events combine online and offline presence and can bring additional relevance and attention to the brand. The right use of social media in event coverage not only brings free content, but ideally creates an exciting dynamic for the entire fiscal year. We tell you how to integrate socials in a meaningful way.
With your own events, you have the opportunity to present your company to the public and create positive, sustainable customer relationships. Social media in event coverage adds reach and relevance to your event. soma advises appropriate video streaming and posts on relevant social media channels. And consistently at a high frequency.
125 Years ABB Event Gala
Social media in event coverage: these are the questions you should answer beforehand
- Who is your target group: new customers or existing customers?
- Which channels do you want to include?
- What should your event hashtag be?
- What will take place at the event? Create an event overview with all the information.
- What program content can be planned? Based on the plannable elements of your event, you can create an editorial plan in which you define exactly which content will be played at what time before, during and after the event. Templates for social media editorial plans can be found in different versions on the web.
- On which channels do I announce the event? Include networks like LinkedIn or Xing here as well.
Social Media in Event Coverage: Increase the Excitement
Before the event, it is important to arouse the guests’ curiosity and increase their interest. Post news about the event regularly and increase the frequency as the event gets closer.
- Teaser your event. Post speakers, topic focus, or even team members responsible for event planning. Don’t forget to include your own hashtag and tag collaborators in the post to push the reach of your posts.
- Work with media partners, provide them with ticket allotments and post sweepstakes.
- Produce a video teaser if the budget allows.
Social media in event coverage: during the event
The magic begins, the show starts. And you should map these with high content pressure in the defined social media.
- Work with real-time posts to make viewers feel like they are there. Photos, short videos and stories – anything that stirs emotions. Avoid long text posts and go for audiovisual content that you garnish with snappy quotes or the like.
- Invite your followers to interact and go live. During a live streaming on Twitter or Facebook, fans and friends of your brand can ask questions and thus actively participate in the event.
- Encourage your guests to join in. With user-generated content, you expand your target audience. Idea: Call a photo contest on site. Guests can participate by posting their entries with the appropriate event hashtag.
Social media in event coverage: And afterwards?
Now it’s a matter of processing the events. Depending on the type of event, it is worthwhile to formulate a short review and conclusion.
- Post a group photo of your team and thank your guests and staff for their participation and efforts.
- Develop a series of pictures, a review of the most beautiful moments.
- Summarize any findings.
- Solicit sound bites in the form of photos with quotes or short video interviews.
- Start polls, gladly via Twitter Poll, to actively integrate your followers and your guests even after the event.
- Upload video or audio material, for example, contributions from speakers.
- Use podcasts to inform your followers about the results of the event.
Conclusion: The actual event may be short, but it can have a long lasting effect. Anyone who uses social media in event coverage in a skilful and, above all, planned way, not only to accompany the event in its entirety, but also to prepare for and follow it up, increases the attention for their own brand many times over.