What is the value of a Facebook fan? "...it may be best if marketers approached this question as if the answer is zero -- unless and until the brand does something to create value with Facebook Fans."
- Augie Ray, Forrester
It's a true statement, and can applied to event attendees, too (especially if they are events you do not charge attendance to). If you aren't leveraging your fanbase or event attendees, then the value is zero. The value isn't just in the fans themselves, the value is in the ability to communication to the friends of those fans.
When promoting or marketing to event attendees, you must leverage the power of their social networks in order to activate any intrinsic value. The first question to address is "what is the value you are trying to achieve?"
Look at event promotion. If you are attempting to increase attendance to your event, then the value may be in each fan sharing their interest or announcement of attendence to their friends who may also be interested.
If you want the content to be shared, like through a product launch event, then the value is in the product launch content being shared with the friends and colleagues of the target audiences.
Sharing your content via social media like Facebook, Twitter, blog posts and more can extend not only the viral reach of your message, but expand the life of the content and engage the fans and attendees in bringing the content to life. Even more compelling is stories of the people sharing the content and it relevance to them.
This is the integration of social and real-life that really excites me about the future of events.
No comments:
Post a Comment