Social event marketing is a growing trend as of recent years; there are several ways to

boost awareness and attendee participation. There are a few social platforms that can be utilized
to help facilitate and amplify an event experience. The history of social media is credited mostly
to the last decade with social networking sites such as Facebook, Twitter, LinkedIn and YouTube.
While these sites most definitely propelled social media to new heights, the marketing aspect of
it is still evolving in various business settings.
Social media is the fastest-growing network of potential participants for events and
meetings. Facebook alone boasts of a 22-percent increase in users from 2012 to 2013.
(Horovitz, 2012) According to StatisticBrain.com, the total number of active monthly users on
Facebook as of Jan. 1, 2014 was 1.31 billion. Of those users, the average time the 48 percent of
daily Facebook users spent on the site was 18 minutes. Twitter, according to Statistic Brain,
averages 115 million active users each month, with 135,000 new users signing up every day.
LinkedIn boasts of more than 200 million users, with two new users joining LinkedIn every
second, of those LinkedIn users, 35 percent use the site daily. (Horovitz, 2012)
In preparation for any event, social media can be used to gauge the audience's preferences
and likes and dislikes which can be incredibly valuable in determining the focus of trade show
programs and live events. There are several tips that can be utilized to engage people prior to
events, by posting pictures of the venue or hinting at special activities. (Sanghrajka, 2014)
Pictures tell a thousand words and people are more likely to draw towards an event if their
interest is piqued through visuals.
The social landscape is always changing and it is important to begin outreach by targeting
a specific audience. Twitter is an effective tool across the board; the experts agree that the key is
to know the audience, know where it is spending its time online, and to understand the content
that is being distributed. (Goldstein, 2010) It is not necessarily always about what is popular;
sometimes an organization has to market on social sites where the demographics closely relate to
the type of activity that will be taking place.
Another tip to increase the level of engagement is to keep the conversation trending
beyond the event, following up is crucial towards any evaluation. Social media allows for an
effective and efficient way to keep the conversation going with attendees after the show. Just

because the show is over, doesnt me that the hashtag should come to an end. (Sanghrajka, 2014)
It is vital to listen and interact with the social media audience instead of simply just spouting
marketing mechanisms.
One way to use social media to attract participants to events is to create a viral buzz in the
circles that you want to reach. Social media strategies help to spread the word, increase
participation and collect feedback, thus adding value for clients. (Goldstein, 2010) However,
only using social media can have its pitfalls as well. When it comes to reaching out to potential
event and meeting attendees, social sites can be useful avenues, but many organizations make the
mistake of using only social media to advertise. (Segal, 2013)
The marketing business is constantly changing especially due to the implementation of
guest interactions. A standard convention usually consists of a check-in, networking session,
display, presentations, and most include a keynote speaker. While conventions can be awfully
boring, lately companies such as Apple and Microsoft have been incorporating increasingly
appealing presentations of their products. In a recent October 2014 article from BizBash,
Microsoft split up their event into workable categories and allowed guest to test out their new
products. Microsoft took this event up a notch by integrating hands-on activities which
connected the audience with the products. (Kormanik, 2014) Microsoft also took the liberty to
redesign the Times Center headquarter and transformed the given space into an exact replica of a
garage. Not only did they create an unusual, attractive environment but they organized their
event so it geared solely towards engaging the audience. In this particular event, they set up three
different stations within the garage. The first station consisted of a Microsoft Ability Eye Gaze
which enabled guest to tweet without using their hands or mouths. The second station allowed
people to work with graphic designers and customize their own shoes. The third station
advertised the new touch screen MSN website. (Kormanik, 2014) These attractions drew in about
one hundred people per hour, which is huge for an annual convention. This amount of attention
could be due in large part to the high level of interactive activities. The environment definitely
evoked a certain degree of curiosity but once the guest arrived, they were lured in by the activity.
These types of activities and connections are key factors in making these conventions
worthwhile.

Over the years, Apple has been known for building excitement prior to their conventions.
This could positively or negatively affect Apple based on the level of expectation that they
receive from their audience. However, on September 9, 2014 Apple also adopted this trend of
guest interaction and heightened the audiences expectations. During this event, Apple found a
way to simultaneously connect with their audience online and the audience that physically
attended their event. (Molina, 2014) In addition to Apple showing off their products and
displaying the iPhone 6, iPhone 6 plus, and the Apple Watch; guests were invited to the Handson Pavilion. In the Pavilion, located inside the Flint Center, designed by Apple, the guests were
able to closely observe a wide display of their new products. The guests were also allowed to
navigate the new products, take photographs, and test them out before the release date. They also
posted live updates and a live stream of the event ran concurrently. (Molina, 2014) This not only
engages the people at the event but millions of viewers could also witness how these events are
uniquely conducted. Apple also produced an eye-catching exhibit by designing the Pavilion to
resemble the set-up of an Apple store. Apple took a risk by inviting the audience to try on the
new Apple watch and handle new phones. (Molina, 2014) Although the event ran successfully
because they chose not to play it safe and executed something that is new and effective.
These conventions are also incorporating social media in their events to market. Although
social media has been trending for some years now, companies are physically connecting people
with each other by involving social media. During the Apple event, live updates kept online
viewers abreast of the activities and twitter users who commented about the event got a chance
for their tweets to be posted on the updates. Looking into Microsoft during Advertising Week,
they also invited guests to log into their personal twitter accounts in order to tweet with their
eyes. Several people tweeted about how Microsoft has software that allows you to do so. This
broadens the marketing horizon beyond Advertising Week. Given that these exhibits are not
specifically custom designed for each company, it is vital that the company plans an event within
their limits. It is amazing how Microsoft utilized this temporary site and built an entire exhibit
with physical barriers within their assigned space. This innovative style of bringing a garage to
New York sets the bar pretty high and stands out amongst the other conventions that were taking
place during that time.

These companies conveyed an inventive message by providing an experience which can

potentially support their brand. In the Flint Center, Apple introduced a live band and U2
performed in the middle of a professional event. This idea of producing high-quality
entertainment at these types of event is trending because people are tired of the same old
lectures, product displays and meet and greet experiences. This type of spin draws more and
more people to continue looking forward to the upcoming conventions. Microsoft crafted the
production of their event because their focus was to empower people to do more. They
reinvented productivity and allowed people to individually create their own experience.
It is evident that this trend has been effective based on the reactions of the audience
members. The audience seemed overly satisfied and completely blown away with the idea of
physically testing out different devices. The audience included users on Twitter, users on the
company website, and the guests. It is starting to become more common for corporate
conventions to include a hands-on form of entertainment. In the future, these types of events may
be driven by engagement within the audience. It does not simply boil down to the numbers of
people that show up but the quality of the guest interactions. Many businesses are extending the
experience of trade shows and conventions by conducting live updates. By extending the
experience of the event through the company website, it almost increases the size of the
audience. In every venue, there is a maximum capacity that should not be exceeded. Often times,
these conventions invite and attract a specific group of attendees. Being that physical attendance
is limited to spacing; businesses are conducting live updates to lure in guests online. This gives a
larger number of people the opportunity to experience the same interactive dimensions that are
taking place at the event. This is a great way to promote interaction online and offline. Many
companies are emphasizing on guest interactions in order to promote a more enriching
experience.
Ignoring social media weakens the marketing pool for any business. (Segal, 2013)
Success and participation depends on reaching as much of an audience as possible. Though
social media can be a powerful tool, it does have its limitations. It can also be used effectively
before, during and after to not only organize, plan and promote events, but also to build
credibility for future events.

Work Cited
Goldstein, J. (2010). Can Social Media Sell A Franchise?. Franchising World, 42(10), 167-169
Heide, B. (n.d). Getting social media to pay off for event planning. Journal Record, The
(Oklahoma City, OK)
Horovitz, B. (2012, July 30). Marketing to spend big in social media during Olympics. Retrieved
May 12, 2015, from http://usatoday30.usatoday.com/money/advertising/story/2012-0726/olympics-social-media-corporate-sponsors/56510596/1
Kormanik, B. (2014, October 14). Why Microsoft Built a Garage for Advertising Week.
Retrieved May 12, 2015, from http://www.bizbash.com/why-microsoft-built-a-garagefor-advertising-week/new-york/story/29346/#.VVfHHk3jjcs
Molina, B. (2014, September 9). Apple unveils two new iPhones smartwatch. Retrieved May 12,
2015, from http://www.usatoday.com/story/tech/personal/2014/09/09/apple-livecoverage/15314611/
Sanghrajka, D. (2014). Mr social says... share your passion 24/7, not just while you're planning
an event. Event, 30.
Segal, D. (2013, November 2). Riding the Hashtag in Social Media Marketing. Retrieved May
12, 2015, from http://www.nytimes.com/2013/11/03/technology/riding-the-hashtag-insocial-media-marketing.html?_r=1