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Incorporating social media (via Twitter, blogging, video, community sites, LinkedIn, Facebook, etc.) is a growing phenomenon for live and virtual events. Last week included a swing through Chicago for strategy development on two conferences where I produced social media in 2009. I’ll be heavily involved in growing the social media presence for both events (the national Business Marketing Association and the American Marketing Association Market Research Conferences) again in 2010.

According to attendees and event industry observers, we introduced more innovative social media experiences than even many tech-oriented events. This impact at the front end of producing event-based social media comes from the fact the activity merges several areas of expertise for Brainzooming, including:

Based on first-hand experience, beyond creating a buzz or “newness” for an event, strategically incorporating event-based social media delivers a variety of real benefits:

  • We created additional layers of content beyond capturing speaker talking points. We produced additional commentary, links to relevant information, and video interviews, among other educational assets.
  • We extended the conference impact to audiences outside the event through conference websites and the liberal use of hashtags.
  • It’s possible to motivate favorable behaviors through incorporating promotional offers to drive trade show traffic.
  • It provides another way for attendees to become actively engaged in an event.
  • We gained an understanding of audience reactions to presenters on a real-time basis.
  • It’s a way to solicit and address on-site customer service issues.
  • Our efforts provided additional educational value by introducing a large percentage of attendees to social media applications.
  • The social media team’s presence prompted new interaction opportunities among those engaged in tweeting at each event.

What experiences have you discovered with event-based social media? We’ve found that realizing the full range of benefits requires a well-planned strategy and “producing” an event’s social media effort, not simply leaving it solely to organic development. (Check out the deck below for a sense of the range of interactivity we built into the AMA Marketing Research Conference.)

View more presentations from Mike Brown.

Through both producing major events and taking a lead on organic social media in a number of smaller events, we’ve developed many fundamental approaches and look forward to sharing the benefits of these learnings in events this year. And if you’re doing event planning, let us know if you’re interested in finding out more about how social media can deliver new value for your event.  – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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12 Responses to “8 Ways Social Media Benefits Events”

  1. Thanks so much. That is a good post.

  2. Additional benefits:
    * Recruited and engaged new volunteers: two of the social-media team volunteers for the AMA MRC (one at the show, one remote) are now on the conference committee.
    * Created a greater emotional engagement among attendees. The MRC interactive team, created ad hoc the opening night of the conference, bonded and became friends. The team evangelized social media to newbie attendees, creating some other new friendships along the way getting people up to speed with Twitter in particular.

  3. Mike Brown says:

    Thanks Jeffrey for the additional comments relative to the AMAMRC experience. I’d forgotten about recruiting team members right out of the Bootcamp presentation to participate. It was an interesting learning arc from BMA to AMA, realizing that as long as we had everything covered, it was a lot easier to let the team create what it was doing. It was a great group with a lot of creativity!

  4. Jeff Hurt says:

    Mike:

    Great suggestions and example of how to use social media at an event. Your PPT was an excellent way to inform and educate attendees on how to get involved before, during and after the event. I also like the idea of a social media team for the event.

    Thanks for posting and sharing this!

    • Mike Brown says:

      Thanks Jeff for the comment and perspectives. And BTW readers – follow Jeff on Twitter (@JeffHurt) and read his blog to learn from one of the true pros at integrating events and social media.

Trackbacks/Pingbacks

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    […] This post was mentioned on Twitter by Mike Brown, Mike Brown, Lorena Heletea, Dave Chalmers, Mike Brown and others. Mike Brown said: 8 Ways Social Media Benefits Events http://bit.ly/an1A06 #amamrc #bma2010 #events #socialmedia […]

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