Instructor Eric Schwartzman is digital strategist at ComplySocially, which provides social media governance services and maintains the world's deepest, most comprehensive catalog of self-paced social media training courses.
He is also best-selling author of Social Marketing to the Business Customer and social media advisory to the US Department of State, the Pentagon, the Inter American Development Bank, Boeing, Environmental Defense Fund, Toyota and dozens of small and medium sized companies.
Eric is the top-rated emerging technologies instructor at the Public Relations Society of America, the creator of the original Social Media Boot Camp and the founder of iPRSoftware, which manages online communications for clients including LinkedIn, UCLA, Xerox, Yahoo! and others.
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This comprehensive course covers social media event marketing via websites, email, search engine optimization, blogs, Foursquare, Facebook, Linkedin, Twitter, YouTube, Flickr, SlideShare and Mobile Apps.
You'll also get case studies and extensive supplemental resources to get your trade show team up to speed on integrating social media into your next trade show exhibitor marketing effort.
Learn how to do event marketing with social media in the comprehensive online social media training course with step by step tutorials, explanations of best practices and real world case studies of event marketers who have effectively leveraged social media at special events, trade shows and conferences.
Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
You don't need to much about social media to take this course, but you do have know how to use a computer, how to connect to the internet and how to surf the web. This lecture covers that basics you need to know before you take this online social media training class.
How to find influencers on social media, how to find influencers on Twitter and how to find influencers on Facebook by filtering tweets and status updates against Klout Scores in Hootsuite. Includes a brief discussion of using the free service Google Reader to monitor Twitter, Facebook and Linkedin.
Socializing special event calendar websites with social networking plugins, implementing auto scheduling functionality, implementing Google maps and best practices for providing contact information. Eventbrite is referenced as a good website to use as a benchmark for best practices.
Best practices for email marketing events, email marketing trade shows and email marketing conferences. Importance of email versus social media, according the TNS Digital Life survey. Dangers of using an email blast for conventions, using email lists and using a call for speakers to encourage higher click through rates.
Search engine optimizing event sessions or recordings of event sessions through Google search by embracing popular language. Includes keyword discovery and search volume analysis on Google Insights for Search.
Best practices for live blogging special events and trade shows. The use of draft posts with hyperlinks to capitalize on the velocity of live events. Includes a live blogging case study involving the thought leader Brian Solis keynote at the Digital Impact Conference in 2009. Here's the actual blog post discussed in the lecture.
Marketing conferences on Foursquare, marketing events on Foursquare and marketing workshops on Foursquare. Lecture covers the development and use of conference hashtags and registering events on Foursquare.
Producing audio and video content at trade shows and special events.
How to secure distribution on iTunes for audio or video content produced at your trade show or special event. How to decide whether to produce audio or video content.
Video tutorial shows how to perform event marketing on Facebook by registering and sharing events on Facebook Pages or Profiles. Includes a discussion of Facebook Edgerank and covers pinning posts on a Facebook Page Timeline.
Video tutorial with best practices for marketing B2B events on Linkedin. Sharing Linkedin events on Facebook and Twitter. Sharing Linkedin Events on Linkedin Groups. Best practices for sharing events on Linkedin, Facebook and Twitter.
Threading discussions at live events using Twitter hashtags and incorporating hashtags in event marketing materials, booth design, signage, and step and repeat backgrounds to inspire photo opps and shareable moments. Includes discussions of event hashtags at the 140 Characters Conference and the Women in Computing Conference.
Using Hootsuite to set up and schedule tweets on your desktop to go out during a special event or trade show and monitoring the discussion during the event and participating via mobile.
Recording and archiving conference sessions on YouTube. Includes a discussion of Le Web , which does an excellent job extended the reach of its conference sessions via YouTube to build awareness brand and promote upcoming conferences. The concept of gating the sequence in which sessions are distributed to favor attendees is discusses, as the use of Ted Talks to promote the Ted Conference. Extending the reach of conference sessions via YouTube and the concern of cannibalizing attendance is also discussed.
Marketing events on Flickr by capturing and sharing branded, captioned photos of the speakers and attendees online. Including hyperlinks in captions to drive traffic to event landing pages. The Flickr page of the World Economic Forum is discussed as an example of an event organizer who does a good job with event marketing on Flickr.
Assembling and sharing conference PowerPoint presentations on a SlideShare channel in real time from the conference. Using SlideShare widgets to make conference presentations available on destination websites, protecting against downloads and setting copyright resue guidelines.
Best practices for integrating QR codes into trade show booth exhibits. USing QR codes to delvier online video and calendar events. Free QR Code generators, best practices for reproducing QR Codes and using QR codes for promotions to drive traffic to exhibitors.
Mobile Apps as the killer app for event marketing. Includes a discussion the most important features to include in a mobile app for special events and trade shows such as social sync, gamification, check-ins and an integrated QR code reader. As an example, the brandable, skinnable version of the mobile app from DoubleDutch is discussed, as well as how Cisco uses the app as part of its event marketing program.
How a trade show attendee partnered with the Hollywood Reporter and the Billboard to produce original podcasts at an industry conference for B2B marketing. Includes a discussion of embracing generic, unbranded keywords when describing rich media in text and the business case for partnering with trade publications to produce podcasts at trade shows and events.
Importance of search engine optimizing MP3 files, meta data for podcasts.
Using industry research, this lecture shows the return on investment, from a customer acquisition standpoint, for social media as compared to trade shows, direct mail, telemarketing and pay-per-click advertising.
Summary of key take aways and and opportunities for follow up learning. Eric's book Social Marketing to the Business Customer is available via Amazon. If you'd like more instruction on how to use the specific social networks outline in this course, check out this half price offer to take Eric's online Social Media Boot Camp .
Synergy Events Vice President Marketing and Communications of Keith Green discusses event planning, event marketing and what it takes to get hired at an event planning company.
According to their LinkedIn company page, "Synergy Events is an independent, full service event marketing agency specializing in mobile marketing tours, pr stunts / product launches and sponsorship activation platforms."
3:00 – Keith Green on strategic event planning and event marketing.
3:50 – Keith Green on the core elements of providing successful event marketing services.
4:37 – Keith and single most important component in any event marketing campaign.
6:15 -- Keith Green reveals an experiential marketing campaign he executed for Wachovia, one of the most difficult campaigns he ever planned, in which the bank used a wind money machine to entice new customers with the promise of free money.
7:32 – Keith Green on word of mouth marketing.
8:26 – Keith Green on what you need to know to accommodate the news media at a consumer marketing event.
9:27 -- Keith Green on staging the ultimate publicity photo opportunity.
10:12 – Keith Green discusses a recent publicity photo that Synergy Events set up for Vitamin Water.
11:55 – The most unexpected publicity stunt Keith Green ever organized called KFC Face from Space, which was the most downloaded video on YouTube for 10 days.
13:30 – Keith Green on accurately costing event marketing initiatives.
14:10 – Keith Green on typical profit margins in the event marketing agency businesses.
16:16 – For listeners looking to secure event marketing agency jobs, Keith Green talks about the Synergy Events internship program, and the types of people who do the best in event marketing.
18:32 – What Keith Green looks for when he’s interviewing a candidate for an event marketing company job.
20:51 – Keith Green on the average number of hours event marketing companies tend to work each week.
22:20 – Keith Green on what entry-level staffers earn at event marketing agencies.
23:10 – Keith Green gives his advice to event marketing agency staffers to be.
23:58 – End
Online newsroom and blogger relations advocate Jason Rosenberg, Director of Communications at the 2008 Democratic National Convention discusses his involvement in changing the dynamics of online media relations at the 2008 Democratic National Convention, setting up the DNC’s online newsroom, and establishing criteria for credentialing bloggers.
3:18 – Jason Rosenberg on handling online communications at the Democratic National Convention. He talks about being hired as the second online communications director in the party’s history and working to build the most open convention in the Democratic party’s history.
4:00 – Jason Rosenberg discusses how he worked on leveraging online newsrooms and other online communications tools so that users would be able to get a view of the convention as if they were present. He talks about the impact of blogging during the convention and the challenges of convincing other communications staffers that bloggers should be credentialed to cover the event.
6:45 – Jason Rosenberg describes what the qualification process was for selecting bloggers for the national convention. He talks about the two different pools bloggers were selected from and about what he looked for in determining a bloggers’ credibility.
9:00 – Jason Rosenberg gives his perspective on how 2008 has changed the view of the online community’s role in media relations and discusses whether or not he thinks DNC’s online newsroom strategy was successful. He talks about how he called on the history news media to build a business case for blogger relations among senior level party communications staffers.
12:00 – Jason Rosenberg further describes his goals as director of online communications, using their online newsroom to dis-intermediate the mainstream media’s previous lock on distribution, and on making the national convention as open as possible. He talks about how making the maximum use of online resources and tools such as Twitter, Blip.tv, Flicker, and YouTube helped him in accomplishing these and other online communications goals.
16:00 – Jason Rosenberg further describes the challenges he faced with his role as director of online communications. He talks about how he was able to deal with the difficulties and about the evidence he found that helped convince skeptical national convention lawyers and communications staff that despite potential problems that may arise, the online community and bloggers were “ready to play the game.”
19:55 – Jason Rosenberg discusses the changing dynamics in media relations and how despite their novelty, blogs are now increasingly accepted and considered as an important channel for political strategists. He talks about how the results of the DNC have become instrumental in cementing these changes and why he believes they forever change the future of media relations.
21:17 – End