LinkedIn can be a powerful tool to promote your event, especially if you are targeting business professionals.  Since many professionals participate on LinkedIn and view it as their online resume and contact database, it is the perfect place to promote events that target professionals.

Here are some tips for how events can use LinkedIn as a part of their promotion plan.

1. Create a LinkedIn Event

LinkedIn events are free to create and they are publicly viewable.  This means that anyone can see who is coming, which can create social pressure for others to attend your event.  You can also invite people to an event on LinkedIn, and they can invite others.  This can create social spread.

2. Status Update

Post your event as a status update, and ask other organizers to do the same.  You can also update your status to reflect announcements or promotions.  These will help your contacts to learn more about your event and get them excited.

3. Post in Group Discussions

Find groups that would naturally be interested in your event or meeting.  You can search groups to find the most relevant ones.  Start a discussion about something that pertains to your event.  Like, “As a Real Estate Professional, what are you most interested in learning about at a conference?”  or “What topics do you think are most likely to drive your business in 2012? We are building programming for our conference and want to know what you think?”  By posting discussions you’ll get on the radar of people in your target audience.

4. Promotions in Groups

Groups in LinkedIn also allow you to post free promotions.  Post your event (and sponsorship opportunities) in the promotion section of groups that your target audience participates in.

5. LinkedIn Questions

You can also promote your group in the Q&A section of LinkedIn.  Similar to asking questions in the discussion section of groups you may want to ask questions in the question section of LinkedIn.  Ask questions that your audience will be interested in and get their feedback.

6. LinkedIn Answers

You can also search the questions asked on LinkedIn to see if people may have asked questions about professional development events.  This gives you the opportunity to promote your event directly to people looking for information about it.

7. Get Your Speakers Involved

As speakers to promote in their LinkedIn circles.  Most professional speakers are active on LinkedIn, and their audience should be interested in your event.  Ask your speakers to update their status with their participation in the event and to post about it in groups that it might be relevant to.

8. Ask Sponsors and Exhibitors to Promote

Many sponsors and exhibitors will also already be active on LinkedIn.  Much like speakers, you can ask your sponsors and exhibitors to promote the event through their LinkedIn connections.

9. LinkedIn Applications

LinkedIn has a variety of applications, including TripIt that can increase the exposure of your event.  Check out the apps and look for the most relevant opportunities for your event.

10. Company Pages

Make sure that your event has a company page set up.  These are quick and easy to create and they give people a place to find more information about your organization. It also boosts the credibility of your event.

11. Create a Group

Depending on the size of your event and whether or not participants are already active on LinkedIn, creating a group can be a great way to connect people from your event and continue to build their interest for next year.  It is also a great place to share updates and announcements.

12. Finding Sponsors

If you are looking for sponsors for your event (which many of us are), LinkedIn can help you find the right person at the companies that you are trying to target.  LinkedIn allows you to search for people with specific job titles at specific organizations. This allows you to connect with the right person when making calls for sponsors.

13. Getting Feedback

In the section under discussions in groups I talked about asking questions to build publicity.  Questions are also a great way to get real and useful feedback. You can ask questions about the timing of the event, format, speakers, topics, etc.

14. Finding Speakers

If you are looking for great speakers for your event, why not turn to social media to find them by asking your prospects or attendees?  You can also qualify your candidates by looking at their LinkedIn profiles.

15. Advertising

LinkedIn also allows conferences and events (and anyone for that matter) to advertise.  These ads can be targeted based on information in the profiles of the people that you want to see your ad.  While you will pay over $2.00 per click, if the ads are reaching the right people and converting it might be worthwhile.

16. Prospecting Attendees

If you have  a sales team to contact possible attendees, LinkedIn can be a great prospecting tool.  You can search by attendees who are group members of other conferences, or based on information in their profile.  This can be followed up with contact from a sales rep, or a message on LinkedIn.

A Word of Caution

When using these techniques on LinkedIn, be careful that you are not spamming people or groups. LinkedIn has strict policies about sending unsolicited messages, and you don’t want to get your account suspended.

How Else Have You Used LinkedIn To Promote A Meeting or Event?

Popularity: 4% [?]

A few months ago MPI (Meeting Professionals International) invited me to share a presentation on how meeting and event planners can use social media.

I wanted to make this presentation available to everyone, so I shared it on Slideshare.com, and you can see the entire presentation below.  Due to size constraints on slideshare, I wasn’t able to upload the entire presentation, but many of the images and examples are included.  I also had a customized handout that accompanied the presentation.

Here are some of the main points from my social media presentation:

• Create a plan, don’t just post stuff
• Consider what you will do before, during and after
• Be sure that someone is accountable
• Know which sites your audience is on (fish where the fish are)
• Use the key power tools: Facebook, LinkedIn, Twitter, Blogs and Information Products
• Each tool has different functionality – consider how they can compliment each other
• Link all of your accounts together

The presentation can be seen here:

Popularity: 3% [?]

Promoting an event can be challenging, as there are now more events than ever, and more people fighting for our time and attention online.  That being said, there are a number of powerful and free places where you can promote your event.

Promoting your event on these sites is a great way to get additional exposure and

1. Eventful

Eventful.com is a free event listing site that allows you to create an event listing for your event.  These listings rank well in search engines and can provide you with great exposure.

2. Facebook Event

Creating a Facebook event builds your exposure on this popular social network.  Facebook is the #1 web property in the US and more people check Facebook each day than read a newspaper or listen to the radio.  Promoting on Facebook can be a powerful tool.

3. LinkedIn Event

Similar to Facebook, creating an event on LinkedIn can increase your exposure within your audience, especially if your event is targeted at business professionals.  Creating an event is simple and free and you can promote it to your contacts on LinkedIn.

4. Community Listings

Most local news sites, like Cincinnati.com in Cincinnati allow free postings of community events.  These sites tend to get a lot of views, so listing on them can be very valuable for building exposure and registrations.  Plus, they sometimes choose to feature listings, giving you even more free exposure.

5. PR

This probably isn’t a new one, but public relations can be very powerful in building buzz for your event.  The key to success is to pitch a unique or interesting angle to your event.  The press isn’t there to advertise for you, but if you can position your event in terms of how it will benefit their viewers you can get pickup.

6. Free Online Press Releases

There are plenty of free online press release distribution sites, like PitchEngine.  These sites rank well in search engines and are followed by traditional journalists.  It never hurts to post your press releases on these sites to build more links and search engine traffic.

7. Local Chambers of Commerce

Most Chambers have ways for their members to promote their events.  If you aren’t a member, maybe on of the speakers or exhibitors is.  We list all of our events with the Cincinnati Chamber of Commerce and find that up to 25% of our registrations have come through their event listings.

8. Associations and Groups

Are there other groups or associations that may be able to promote your event to their membership?  In creating a partnership it is key to provide them with value in return (perhaps an exclusive discount for their members).

9. Twitter

Twitter is also a great resource for event promotion because it allows you to connect with people you don’t know yet (other social networks require them to proactively add you before you can follow them as a business).  You can also do searches by zip code to find people talking about particular subjects near you.

10. Your Speakers

Have you asked your speakers to use their channels to promote your event?  Chances are that their audience matches yours.  This means that if they promote your event you could reach new prospects. Give speakers the tools to help you promote the event and don’t be afraid to specifically ask them to Tweet, Facebook post, email or share on their websites.

11. Sponsors

Much like speakers, sponsors benefit from promoting the event to make it bigger and better.  Leverage your sponsors and exhibitors and give them the tools to promote their participation in the event online.

12. Influencers

Are there influencers in your category that you could connect with?  Look for the people who influence the people you want to reach and seek out ways to engage them.  Maybe it is a complimentary admission, or special status at the event.

13. Blogging

A blog is a great way to share news and updates about the event as they happen.  Use a blog to keep your audience engaged and direct them towards links that they can easily share with others.

14. Email

Build an email list of all those who are interested in your event – it could be past attendees or from a form on your website.  The reality is that many people who are interested in your event might not be register immediately, so it is vital to get them into your marketing circle.

15. Online Trade Publications

Many trade websites, blogs and publications print notices of upcoming events that are of interest to the community.  Find the sites that do event listings and ask that your event or conference is added to the list. We have a few blogs that list our events as a part of their social media training directories.

How else have you promoted your event for free (or almost free)?

Popularity: 7% [?]

A few weeks ago I had the opportunity to speak to the Northern Kentucky Homebuilders Association about how they are using social media for their marketing.  I only had 20 minutes, so it was a top-line presentation, but attendees walked away with a lot.

Homebuilders, remodelers and those in the construction industry remain slow to adopt social media, both those who target BtoB and those focusing on BtoC.  I want to share some of the highlights of the presentation here.

Some of the key takeaways include:

• Social media can build trust and make you the preferred choice
• Social media impacts search engine rankings and can get you more traffic and customers
• Testimonials and reviews are often overlooked by home builders and those in construction
• Build trust by showing people how to do things and highlighting your expertise
• Share tips that your target audience is interested in
• Build a strategy and have a plan

Popularity: 1% [?]

A few weeks ago I was asked an interesting question on LinkedIn.

The benefits to the conference or event from social media are clear. The benefits to exhibitors and sponsors are also clear.  But what is the benefit for the attendees?  Why should they use social media other than to get advertisements from the show and exhibitors?

This is a great question, and one that is far too often overlooked.  Many people START their social media by asking what’s in it for me?  They should begin social media by asking what’s in it for my audience?

The key to success in social media is aligning your marketing objectives with providing actual value for your audience. Sometimes discounts, news and coupons can add value, but this isn’t enough to build a strong and lasting connection.

When crafting your social media strategy, ask yourself what’s in it for your attendees.  Why should they connect with you.

Here are some ways that you can use social media to provide value to attendees:

• Deals and Discounts - This is obvious, but providing the best prices or notifications about price increases online is always great content.  Studies show that over 80% of Facebook Fans look for Discounts and Promotions from the brands they connect with. But this is just a start – it doesn’t lead to a lasting connection.
• Updates at the Conference - During a conference there are always things that change. Maybe a session is running over, or the lines for lunch have just died down. Perhaps the only Starbucks in the hotel closes at 2:00pm.  Whatever it is, using social media to provide updates can add tremendous value and keep attendees in the know.
• Live Tweet Sessions - Many conferences have multiple concurrent sessions, and it is hard to decide which one to attend.  Give your attendees the best information by Tweeting the key points at different sessions. This gives attendees insights into the sessions they may have missed, or they may switch into a different session that is really spectacular.
• Night Life – Attending the conference during the day is great, but attendees get  a lot out of after hours activities as well.  It helps them make new connections and increases the networking time associated with the conference.  Tweeting informally about where people from the conference are getting together for drinks or dinner makes the show more inclusive.
• Additional Tips – During the show you’ll notice trends in the questions that you get asked at the info booth – what is the Wifi password, where is there wifi, what time does the exhibit hall open, is there a coat check, etc.  Use social media to provide tips to enhance the experience for attendees.
• Fun and Games - Increasingly, conferences are using social media to run games or contests at a show.  This increases interaction and provides something fun for attendees to do.  You can ask real time questions or send them on scavenger hunts.
• News and Updates – Before and after the show you can use social media to provide news tips and updates to attendees.  Let them know about new speakers or format changes.  Keeping them in the loop is helpful.
• Connect them with Their Friends (or Long Lost Friends) - When you create an event on Facebook or Linkedin it shows you who else is attending.  This can add value for attendees so they can see if people they know are attending, or if people they want to meet will be there.  Knowing who else is going in advance can enhance the attendee experience.

How else can social media add value for attendees?

Popularity: 2% [?]

Promoting an event is hard work, and social media has created many new opportunities for event planners and conference organizers to use social media.

One of the most powerful sources of promotion for any event or conference is the speakers.  Leveraging the social networks of your speakers can help build visibility for your event, convention or conference and drive buzz and registrations.  When I speak at an event I usually promote the event in advance to help raise awareness, and I often get good feedback from meeting planners and organizers.

Why Speakers are Great Promoters for Events

• They are experts and thought leaders – most of the speakers at conferences, corporate events and conventions are thought leaders and experts in their field.  This means that people look to them for advice.
• The usually have big social networks – as a speaker I am in front of many thousands of people each year.  This means that I have large social networks (12,000+ on Twitter and 3,000+ on LinkedIn).  Speakers have large reach.
• They are connected to the right people – most speakers have an audience that is interested in their topic, which can overlap with the audience for your event.
• They have multiple social media accounts – I have 3+ blogs, 2 Twitter accounts, 2 Facebook pages and I guest write for a number of publications.  The reach that speakers who are experts have can be leveraged for your event.

How To Leverage Speakers to Promote Your Event

• Include it in their contract – so that they know that you expect them to help promote the event.
• Give them special coupon codes – so they can provide their audience with a unique discount.
• Send them Tweets and Updates to post  - leading up to the event so they know what you want them to say.
• Suggest when to post where – so that they know how they can best help you.
• Create badges and widgets for their blogs and websites – which link back to your event.
• Give them something to write about – ask them to post about the topic in advance
• Offer to Interview them – on your site prior to the event so they can promote the interview (and your event) on social networks.
• Give them a press kit – so they have all of the resources to promote the event.
• Don’t be afraid to ask – them to help promote the event.

As a professional speaker, how have you promoted events to your audience?

As a meeting planner or conference organizer, how have speakers helped promote your event?

Popularity: 5% [?]

Over the last few months I’ve written a number of times about how meeting planners can use social media to grow their event.  We have had a lot of positive feedback on these posts, so I wanted to share an upcoming event that you can register for.

I am proud to be partnering with Meeting Professionals International to provide a webinar on How To SuperCharge Your Meeting or Event with Social Media.

On December 14, at 11:00 AM CST (or noon EST) I will be giving a webinar for MPI on how meeting planners can use social media.  This webinar will include an in-depth dive into the tools, tactics and strategies that can be used before, during and after an event to make sure that you are getting the most out of your social media efforts.

You can Register here for the webinar, which is free for MPI members or $50 for non-members.

During this webinar I will show you….

• The top social networking sites for meeting planners
• How to work with speakers and influencers to promote your event
• How to use social media at your event to get the most bang for your buck
• The best tips and tricks for promoting your event with social media
• 360 degree overview of social media
• Mobile tools and how they can support your event
• Top social media priorities for every meeting or event

Please join us for an intensive, action packed session that will show you all of the best ways to leverage social media for your meeting!  This is an event you don’t want to miss.

Popularity: 1% [?]

Krista Neher, an international social media speaker and bestselling author, will be speaking at the CASE V Conference in Chicago, IL, December 11-13, 2011 on how higher education can take advantage of the social media landscape.

During this session, Krista Neher will share her most popular presentation: “The Social Media Field Guide: Navigating the Social Media Landscape”, which will cover a strategic planning process for social media.

Below are the key takeaways of this presentation:

• Biggest social media tools -  This action-packed session will cover over 20 different social media tools that can be big opportunities for your busines.
• Complex view on social media -  The Social Media Field Guide helps businesses understand social media marketing and how to create a strategic social media plan.
• Social media tips and tricks – The most useful insights and secrets of social media engagement will be shared during this presentation.

Krista Neher is a professional trainer and social media speaker for conferences, trade shows, colleges, conventions, corporate events and seminars held around the world.  Her company, Boot Camp Digital, is a social media marketing training and consulting firm that helps companies learn how to leverage digital technologies and social media.

“With thousands of social media tools and websites it can be challenging to navigate the landscape and identify the real opportunities.  In order to get results in social media it is crucial to build a solid and strategic social media plan.  I’m so excited to be a part of the CASE  V Conference where I will be able to share how higher education can benefit from social media” – says Krista Neher, speaker at the Chicago event.

The Council for Advancement and Support of Education (CASE) is an international association of education advancement officers, who include alumni administrators, fund raisers, public relations managers, publications editors, and government relations officers.  The goal of CASE V is to provide its members with programs that will allow them access to training and skills that will help them become leaders in their field.

Popularity: 1% [?]

I had the pleasure of speaking about social media marketing at a number of sessions at PubCon 2011, and I wanted to share with you one of my most popular presentations on online reputation management.

Online reputation management is increasingly important.

While many brands focus on creating a beautiful website, they fail to remember that many people will see search results first.  This could impact their brand reputation before someone even gets to the website.

Online brand management can make or break your business online.  Many brands do not effectively monitor ratings and review sites to understand how consumers perceive their brand.

We trust 2 things: People we know and people we don’t know.  We don’t trust advertising.

This is why online reputation management is important.  Consumers are forming their opinions based on what other people say about their brand.  This means that it is vital to understand what people say and why, and respond accordingly.

See my presentation below.

Popularity: 1% [?]

I’ve worked in social media marketing for many years (including running social media for the largest digital marketing conference), and I speak about social media at over 20 conferences a year, so I have seen a lot in terms of how conferences are using social media.  That being said, many conferences are still skeptical about how exactly they can use social media for their event and what the tangible benefits are.

In this post I want to share some of the key reasons that every conference should pay attention to social media.

1. Use Social Media To Learn About Issues

When I was working with ad:tech, we used social media during the show to monitor for potential issues.  The PR firm had a designated listener who followed social media posts about the conference to learn about issues, and alert the appropriate team members.

At the beginning of the show the registration lines were EXTREMELY long, and people started to complain.  The social media listener learned this and alerted the staff who was able to allocate more people to the registration tables.  By following social media mentions about the show the conference was able to see the issues and take action.

2. Use Social Media to Market the Show

I wrote a post with tips on how meeting planners and event organizers can use social media to promote their shows.  Social media is a great way to build awareness prior to the event to generate more excitement and ultimately more sign-ups.

This is probably the most popular use of social media.

3. Use Social Media to Check on Your Speakers

In every show their are good speakers and bad speakers.  Many conference organizers try to use polls to get a feel for how different speakers are doing, but the problem is getting people to fill them out.

Social media can give you a real feel for how your speakers are doing.  One of the conferences that I attend uses social media as a way to see real-time feedback on their speakers.  By looking at organic and natural tweets they are able to see which speakers people love and why.  At a recent show the organizer looked at social media as a way to evaluate their speakers to help make decisions for next year.

4. Use Social Media to Communicate Information at the Show

Despite all of the planning that goes in to a conference, the reality is that things sometimes change at the show.  A conference that I recently attended had to change the location of a networking event the day of.

While they made announcements at the conference, they wanted to make sure that everyone had the correct location for the event.  So, rather than expecting people to write down (and write it down correctly) they used their Blog, Twitter and Facebook to get the new information out.  This way people could access the information on their mobile phones as well.

Why else do you think conferences should use social media?

Popularity: 4% [?]