How Social Media Has Changed The Way We Manage Events
The way we plan and manage events is constantly evolving. The same as almost every other aspect of our economy, technology and social media has impacted the events industry in South Africa, as old models are falling to the wayside and making way for the new. We are seeing the biggest changes through social media and how it has changed the way we manage and publicise events.
Social media has already changed the events landscape in an irreversible way. Let’s take a closer look at some of the exciting new roles that this marketing medium is playing in the events landscape.
Taking Audiences from Passive to Engaged
Today, most event planners have already embraced the shift in thinking about attendees as engaged participants. The expectation for attendees is that they are allowed to be engaged, they want to be engaged and almost expect it from brands in the event. It starts with the event announcement, continues through the build up and goes all the way through to the night and beyond.
Examples of engagement tactics here are posting an event on Facebook and garnering interest through boosting the post to chosen demographics. As the day approaches, images and video content is posted to remind guests and potential attendees that the big day is coming. If they haven’t booked, they can still do so. On the day of the event, final details can be released such as directions, where to park, what to bring etc. But the posting of content will continue throughout the event, matching media to hashtags and event pages. Even after the event is finished, a reminder of the day or night can be captured through a press release, blog post, album of imagery or a thank you post. It applies to events from as small as a garden party to big as a milestone event at a large corporate. If you’re not managing the flow of engagement on social media, then how are you doing it?
Using Social Media To Crowdsource Event Interest
Event attendees already share their in-event experiences in real time through Facebook and Twitter, and similar social media platforms. With this universal rule now comes a newer drive on the event planner’s side – to place more control of events in their audiences’ hands.
An example is how some brands are asking registrants to interact in the social space to pick panellists, with a large percentage of panels crowd-chosen in this way. Twitter contests can push for conversions by providing prize registrations, but you can use the platform too. Place prize gifts at specific locations, Tweet a photo of them, and ask attendees to search for them. The first who who finds it, wins it!
Geolocation Via Social Media
You’ve more than likely seen how social channels now notify you when a friend or colleague is attending an event nearby. Now that mobile technology is channeling our movements and interests, we can find out what our friends are doing within the vicinity, amplifying the reach of the event. Not only does this give event managers even more value for their social media efforts, but it keeps audiences in the loop with regards to happenings that might interest them.
Is it too clever or just way too cool? What do you think?
How Social Media Enhances GlamCam’s Work
Taking the above into account, it’s easy to see how event planners can, and need to incorporate social media into not only the planning of events, but also in driving participation from attendees. From our side of the fence, we see how social media draws loads of attention to our photography and photo booth imagery. We can spread the magic of an event far and wide with the click of a button. Literally. Whether it be through event hashtags or the sharing of our photos in the moment, we help brands make their event messaging louder and more colourful, and it’s so easy to manage.