Digital Attendee Herding
By Ruth A. Hill
Ariba Online Content and Community Coordinator Josh Hedrick had a creative new idea to move attendees to his company’s show booth for the recent Ariba LIVE 2013 users’ conference. He also had goals to enrich attendees’ conference experiences with value-adds, and to encourage attendees to chat about conference happenings online.
To implement his plan, he suggested a social media partnership with the conference host, Marriott’s Gaylord National Resort & Convention Center, contacting the Gaylord’s director of public relations, Amie Gorrell, about using the resort’s venue on the app Foursquare. Gorrell says it was the first time a client had reached out with such an idea, and she was thrilled to get the call.
“Foursquare is an app for mobile devices that interacts with Twitter or Facebook and works off GPS coordinates,” she explains. “It knows where you are, and lets friends on your network know your location. We’ve used the app for a couple of years to promote special offers like spa treatments within the hotel to guests who check in via the app. It’s another way we can use our outlets to bring benefit to convention customers.”
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An Event Social Media Checklist
Caitlin Murphy, a public relations associate with Planit, a full-service ad agency, says social media tools can guide and inspire attendee behaviors before, during and after an event.
Following are planning tips to consider:
- Include social media planning during your initial event planning process, ensuring the event venue has an adequate wireless connection, that event printed materials include social media contact information, and speakers or brands are engaging on social media, etc.
- Create an online “event” using a favorite social site that allows others to invite and share with their social networks (Elite, Yelp, Eventbrite, Facebook, etc.).
- To help drive engagement, create a challenge to encourage attendees to share socially, i.e., if we get 100 participants, everyone gets a free x, y or z.
- Tag and mention other organizations/locations associated with event.
- Assign someone to be dedicated to social media. This is an important step because live events can distract, and social media can get lost.
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