With social media playing a bigger role in the everyday life of consumers, it’s easy to see how the format will expand its footprint to events for brand marketers. New research shows that social media is proving to be a valuable tool with respect to event planning, execution and measurement.
Earlier this year, the results of the EventTrack study showed social media to be a big interest on the part of brands and agencies. Over half of respondents, 58%, said social media holds promise as a tool for them to carry out events. Part of the reason for this may be that 66% of consumers say that social media is a good way to improve the events they attend. Consumers indicate they’ll attend a specific event because of influence from Facebook posts (61%). Other media formats do not have as high an influence over fan attendance: email/newsletters (48%) and special website for event/experience (33%).
Here’s how event marketers are currently using social media:
- Communicate event information 72%
- Reach more people 71%
- Enlist influencers 41%
- Build databases 40%
- Disseminate special offers 29%
Right now, only about 28% of brands report significant integration between event and experiential marketing and social media. But near half of surveyed marketers say they’re ‘somewhat integrated.’
Writing for Chief Marketer, Patricia Odell highlighted Geico’s strategy in sponsoring the National Hot Rod Association. Fans can engage with technology at live events to build a digital dream race car, watch it race on a simulated track and have results posted on Facebook. According to an official from RedPeg which is handling brand planning for Geico, the physical experience is “amplified in social media.”
It is this kind of integration that will allow sponsoring brands to reach a wider audience through events and increase the number of current and future loyalists.[Source: Odell, Patricia. Social Affair. ChiefMarketer.com. June/July 2012. Web. 1 Aug. 2012]