Phase 1: before the event
- Identify a relevant target audience: Identify user segments based on interests and demographic data. Don’t forget to use your CRM and website data to include people who are already fans of your brand.
- Get creative with your content: create short and snackable social content to trigger the curiosity of the users. A well-captured photo is better than a video sometimes, and a short video is much better than a long video.
- Start the engagement: target your audience with compelling content, generate awareness and convert leads. Make sure to deliver the right content to the right people.
KPIs of phase 1: number of impressions, reach volume, engagement rate, number of registrations
Phase 2: during the event
- Storytell the experience: leverage social media’s wide range of tools to be creative and showcase the unique traits of your event. Leverage user-generated content (UGC): identify a core hashtag and kick-off a campaign centred around your attendee’s content. Team up with influencers: partner with the most relevant voices in your industry to drive conversations and increase engagement around the event.
- Engage continuously: it’s fundamental that your social media manager engages with UGC and the audience in real-time through likes, comments and shares.
KPIs of phase 2: volume of user-generated content produced, number of views, number of inbound and outbound messages, number of interactions
Phase 3: after the event
- Keep the momentum going: throwback videos and images, reviews from attendees, event takeaways are all ways to crystallise the emotions felt during the event and prolong its narrative.
- Measure the overall impact: analyse the impact and outcome of the event will help you establish the ROI and improve future performance.
KPIs of phase 3: growth of your fan base, total numbers generated in phase 1 and 2.
To create an engagement strategy that maximises audience engagement, call your nearest MCI office.
MCI Content Team
