Event marketers enter the ‘Post-Social Media Hype’ era

By Toby Britton, chief marketing officer at Miappi

The latest research from Miappi shows that brands need to take a smarter approach to their social media marketing campaigns to achieve real results. In the digital age, great events have become vital for people to meet in a non-digital way. We have seen a re-emergence of events both large and small. The key for venue and event owners today is two-fold:

Infrastructure

To tap into the online conversation around the event, make sure the event hashtag, Wi-Fi are all in place prior to the event. Check to ensure you have social media listening tool in place. This is vital infrastructure to facilitate, encourage and listen to the online conversation surrounding the event.

Curate, display and engage (don’t forget to moderate)

Amplifying the conversation pre, during and post an event builds awareness. Once you have gathered the best bits of the conversation, display it, share it and amplify it, visitors, as seen by our research below, enjoy this kind of recognition.

While displaying event conversations is appealing, ensure you have filters and moderation in place to avoid any chance of inappropriate content being displayed.  Gone are the days when users were active on social media simply because everyone else was. Now, in the ‘post-social media-hype’ era, those who want to increase attendee engagement, boost brand awareness, and generate results need to be smarter about the way they interact with visitors.

To gauge how social media users interact with brands today, we polled tweeters, likers, sharers, pinners, instagrammers and snapchatters from across the UK to see what social media engagement looks like to them.

Here’s the full Miappi report

The research’s findings

We asked social media users aged 18-60 about their social media habits when communicating with some of their favourite brands. The findings show that despite being overwhelmed by the sheer quantity of social media content out there, there are still some big wins to be had for brands that engage their followers in the right way.

  • Personal interaction with brands through social media has the power to excite customers, with 72.4% admitting to feeling ‘pleased’ or ‘excited’ when a brand responds to them personally;
  • 54.1% of respondents said they would be ‘pleased’ or ‘very pleased’ if a brand used their social media content on its website or a public advertisement; however, it’s important to ask permission first, with 20% saying this type of exposure would be unwelcome.
  • If their user generated content (UGC) was published by a brand, 82.4 percent of respondents said they would share this content with their friends.
  • Making your voice heard as a brand on social media can be tricky. 83% of respondents said they had ‘some difficulty’ or found it ‘difficult to relate’ to their favourite brands on social media due to the sheer volume of content they produced.

What does this mean for your socially mobile brand?

Less is more – as long as you deliver social media content in a smarter way

The social media novelty factor has gone, so now you need to take a smarter approach to engage your audiences. The truth is that people don’t really care about content that’s generated by your in-house market team. What excites them is content generated by ‘real people’ like them. User generated content is relatable, organic and trustworthy. Use it well and it can become a powerful tool for your brand or event.

User generated content can be leveraged elsewhere

Social media is not the only place you can harness the power of user generated content. Displaying positive messages on websites and even on digital advertising screens in public places can act as the ultimate seal of approval for your brand. Displaying positive messages from peers alongside your own content can give your brand that all important trust factor.

It’s time to reciprocate

Social media users can see through the old hat engagement-boosting techniques like hashtag competitions that make the content all about the brand. Customers want their brand interactions to be more about them. By helping to boost their own personal reach, brands can make a mutually beneficial connection with their consumers. Sharing user generated content prominently is one way to develop this level of reciprocity.

For more best practice tips and advice for making your event more social, click here.

Toby Britton is Chief Marketing Officer at Miappi

Martin Fullard

Martin Fullard: journalist, presenter, producer. Martin is the Deputy Editor at Conference News and Conference & Meetings World magazines. He leads the digital channels on Mash Media’s Conference Division as well as heading up Mash TV. He is formerly a web editor at a national newspaper in the Middle East and motoring journalist.

Martin Fullard

Author

Martin Fullard

Martin Fullard: journalist, presenter, producer. Martin is the Deputy Editor at Conference News and Conference & Meetings World magazines. He leads the digital channels on Mash Media’s Conference Division as well as heading up Mash TV. He is formerly a web editor at a national newspaper in the Middle East and motoring journalist.

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