So, you want to hold a blogger event; something truly social, but perhaps with a corporate sponsorship angle. How would you go about it? Here’s what I wouldn’t do….
* Issue a fancy flash-based invitation
* Hold a flashy event that focuses more on event sponsors than on the invited bloggers
* Dispense with nametags
* Skip having sponsors tell their story, or if they do have it be in such a manner that nothing can be heard
* Offer extravagant giveaways from the sponsors that, although nice, aren’t relevant to the winning bloggers
* Forget about follow up to find out what worked, what didn’t and further establish a relationship
Do I sound like a marketing heretic? Far from it, I’m a practical marketer who loves how social improves traditional interactions and makes for comfortable and meaningful conversation on- and offline.
You see the tools of social media make possible physical meetings …. i.e., meetups where bloggers get together in person and tweetups being meetups organized via Twitter …. that capture true magic compared to traditional ones, with more dimension and layers of meaning and a great deal more conversation.
The magic has to do with ‘knowing’ many of the people ahead of time even though you’ve never met them. Why? because you’ve interacted with them online. So, when you do get together in person, it’s as if you were interacting with an old friend. The interaction and conversation have more meaning and substance and the usual get to know awkward chitchat is banished!
The heresy to me is to hold an offline event, invite bloggers, describe it as social when even as a traditional event it fails.
Here, then, are 10 tips on what definitely to do to enhance the sense of social, truly improve on the traditional and offer meaning that benefits all parties:
* Start by interacting with bloggers on their sites and then sending them a personalized email invitation.
* Next, issue a more formal group invitation via a Facebook event, e-Vite, Meetup or another relatively low-tech, simple medium that offers transparency. Bloggers like to know who’s been invited and who’s attending.
* Share with invitees bio and company information on the event sponsors. Include links to relevant information. If possible, show personality. Remember that the event is about people interacting with people and not with faceless/nameless corporate entities.
* Share information about other attending bloggers, including their sites. Adopt the mindset that you are facilitating relationships and paving the way for meaningful conversation between attendees and with the event sponsors and organizers.
* At the event, offer nametags. Consider color coding or offering additional information on the nametags to help establish relationships [e.g., Twitter handle, blog name, home town]. Make sure that sponsors and event organizers can be clearly recognized. Mind you, the more details, the easier it is to engage in conversation. Details represent ice breakers.
* Set up tables for each sponsor where each can meet, greet, and interact with invited bloggers. Be ready to facilitate interaction among everyone seated at the table. From there, sponsors can tell their story, hear the story of their guests, describe products, ask who wants more information, gather names and then follow up afterwards. If you want to share your product for review or giveaway, this is your opportunity to do so with those for whom the offer is relevant.
* After the event, invite feedback and ask how to improve the event. Offer to make sponsors available for further interaction.
* Continue the relationship post-event; consider these participants the first members of your community and treat them respectfully.
* Invite them to participate in another event, and to invite others who might be interested.
What would you add to the list?
Interestingly, these ten tips don’t require that an organization be fully immersed in social media. Rather, they require an understanding of true hospitality. They reflect a practical, common-sense, respectful and thorough approach to welcoming people into your fold for meaningful two-way conversation.
Because, in the big scheme of things, isn’t that the type of event that would bring the greatest benefit to all parties?
Related posts:
- Help! I Have Social Media Rejection Syndrome!
- Integrating Social Media with Marketing and PR
- Is Podcasting Social Media?
- The Why and How of Engaging Bloggers at Your Event
- Exceeding Customer Expectations: 2 Remarkable Experiences
Tags: integrated marketing, practical marketing, Social Media
I’d say not to stop at emailing but go as far as calling up the blogger and hear their voice, interact with them one on one, and get a better feel for the person. Creates a much more personal relationship before even meeting.
I’ve talked to a few people as of late that I’ve connected with in the social space but wanted to take it a step further before I meet them at the MarketingProfs DMM.
The phone probably gets least used nowadays so it’s nice to actually talk with someone vs. sticking to email or Twitter.
Sonny, I love your addition! Having that voice interaction does make a difference, altho I find that it is more effective after some initial digital contact has taken place.
Your comment about the effectiveness of the phone reminds me of how much more effective the mail has gotten given how much ‘junk’ has been eliminated lately.
Thanks for adding to the conversation and I’m looking forward to meeting you in person at the MProfs DMM.
Best,
CB
Your suggestions are filled with good common sense. Social networking doesn’t mean forget social graces in an attempt at being cool or cutting edge. Badges are basic not only for clients but bloggers, too. Not everybody looks like their digital photos!
Jeanne, that’s if you can even find the digital picture! What’s important is, as you say, to focus on basic social graces. Social networking means paying even closer attention to those important basics. Thanks so much for adding to this discussion. CB
I work at a restaurant and last month Twitter held an event for the active local individuals to meet and get together.
We had a table with name tags people could fill out. It was quite interesting to see the interaction and people putting names with faces. Some individuals only went by their blogging names and disclosed their actual names an hour into the event.
The tip about starting the event with interaction is vital because most people were hesitant at first, but by the end of the night, phone numbers were exchanged and an event was planned for the next month.
Several of the bloggers commented that they enjoyed the event because it was not centered solely around social media. Yes, they discussed emerging networks and sites but they loved the interaction with people they only knew from the internet. They all share a passion for this. It is its own niche community.
I work at a restaurant and last month Twitter held an event for the active local individuals to meet and get together.
We had a table with name tags people could fill out. It was quite interesting to see the interaction and people putting names with faces. Some individuals only went by their blogging names and disclosed their actual names an hour into the event.
The tip about starting the event with interaction is vital because most people were hesitant at first, but by the end of the night, phone numbers were exchanged and an event was planned for the next month.
Several of the bloggers commented that they enjoyed the event because it was not centered solely around social media. Yes, they discussed emerging networks and sites but they loved the interaction with people they only knew from the internet. They all share a passion for this. It is its own niche community.
Elizabeth, what a fantastic example you share! I love the description re: how the evening evolved! Wow. Social media becomes an enabler for connection and intense conversation. Thanks for contributing this story. CB
Nicely written and very informative. Any business player who wishes to hold a remarkable blogger event will find this post very useful.
Strategic Growth Advisors, many thanks for your comment! I’m so pleased you found this helpful. CB
Managed Services, your reactions are greatly appreciated! Thank you. CB
I really keyed in on this part…”continue the relationship post-event.”
) that we forget to cultivate the relationships that were established. Which was the main reason we had the event in the first place.
So many times we prepare, labor and slave to put on a good event and then when it is all over, we are so elated (or bummed
Great reminder.
Trog Trogdon
Director of Business Development
OnMessage – http://www.itsonmessage.com
One simple thing that is often overlooked at meetings, Christine, is to have greeters at the entrance. Some people may feel more comfortable socializing on a computer screen than to do it in person. Having greeters at the door, introducing people, can go a long way in ensuring that everyone feels welcome and relaxed. Of course, a glass of wine can do the same trick!
Trog, I love what you keyed in on. As you say, there’s so much work that goes into planning, organizing and implementing the event that the followup really does get lost. Part of that emotional aftermath. Thanks for adding to this discussion. CB
Elaine, what a great addition! Funny that you mention ‘greeters’ because I organize them for the Columbia Business School Alumni Club of NYC events and they make the difference between total chaos and hospitality.
!
During one conversation this week, I learned that an event organizer subtly pairs people up for events to help them overcome introvert awkwardness.
That and a glass of wine
Thanks for your comment.
CB