The Art of Encouraging Engagement for Event Marketing

Why Engagement Matters for Trainers

Buzz & Promotion: Engaged attendees are more likely to share their excitement, expanding your event’s reach organically.
Attendee Insights: Interactions tell you what attendees find valuable, helping improve current and future events.
Loyalty & Advocacy: Positive engagement fosters a sense of community, potentially leading to repeat attendees and event advocates.
Content Goldmine: Attendee comments, questions, and shared experiences provide valuable social proof for marketing.

Key Concepts for Training

Engagement Starts Early
- Pre-Event: Excitement builds before the day itself:
  - Contests and challenges
  - Polls and surveys relevant to the event theme
  - Encouraging use of your event hashtag
- During the Event
  - Dedicated social media monitoring
  - Live Q&A sessions
  - Contests and gamification elements
- Post-Event: Maintain the momentum:
  - Share highlights and attendee photos/videos
  - Surveys and feedback
  - Early-bird offers or exclusive content for attendees
Make It Easy & Fun
- Clear CTAs: Tell people exactly what you want them to do (comment, share, use the hashtag)
- Variety: Mix up formats – polls, questions, fill-in-the-blank, visual challenges
- Incentives: Offer small prizes, exclusive content, or recognition for participation.
It’s a Conversation, Not a Broadcast
- Respond Promptly: Show you’re listening and value their input
- Acknowledge & Highlight: Share great comments, user-generated content, etc.
- Address Concerns: Handle negative feedback constructively
Leverage the Power of Visuals
- Eye-Catching: Use high-quality images and videos in your posts and event spaces.
- On-Site Signage: Promote your hashtag, social channels, and how to participate in activities.
- Photo Ops: Create designated backdrops or fun installations at the event for shareable moments.

Training Activities

Fix the Post: Provide examples of lackluster event social posts and have trainees rewrite them to be more engaging, adding visuals and clear prompts for interaction.
Scenario Response: Present trainees with hypothetical comments (positive, negative, questions) on an event post. They must craft appropriate responses.
Engagement Campaign: Using scenarios, have groups outline a multi-stage engagement campaign (pre, during, and post-event) with specific tactics.

Training Resources

Social Media Examiner Blog: (https://www.socialmediaexaminer.com/) Regularly features articles on social engagement tactics.
Hootsuite’s Resources: (https://hootsuite.com/resources) They offer guides and tools for social media management
Case Studies: Search for “Event engagement case studies” to find real-world examples to analyze with your trainees.

Trainer Tips

The Human Touch: Remind trainees that authenticity goes a long way in building engagement.
Data is Your Friend: Stress the importance of tracking engagement metrics to understand what content resonates best.
Encourage Experimentation: Engagement trends change, so emphasize staying curious and trying out new tactics.