PREVIOUSLY PUBLISHED ON EXAMINER
“Brand social,” this is the tagline of an Orlando-based Internet marketing company, known as Shorty Produkshins. Branding socially should be a common marketing objective found amongst industries around the globe. Through Web 3.0 and the “always on” culture that we encounter each day, social branding attributes to the evolution of how we successfully market our brands and do business in this new age.
According to HQSocialMedia.com, “80% of the top 100 fortune companies are using at least one social media profile to engage with their customers.”
Many of these companies are even including their own social communities within their pre-existing sites or link to an independent social network of brand enthusiasts. There are many benefits for this, especially if you own a company that is known for hosting events.
Taking social branding to a specific
niche, event branding has become a necessity for venues, promoters and
organizations as time decides our marketing destinies. The difference
between a static website and an actual social network is far and many.
There are a few reasons that event branding is important:
- To market the event, of course.
- Calendar of Events and Schedules
- SEO (Search Engine Optimization)
- Link Wheels
- Link Pyramids
- Changes in time/location
- Personalization & Interactivity
- Information & Content Collection and Distribution
- Investors & Sponsors
- Connecting Event Goers
- Converting Event Goers
- E-mail/SMS Lists
- Invites through performers and event goers
- Builds suspense and enthusiasm.
- Brand Monitoring
In marketing the event, there are of
course many items of importance. There are items that must take place
regardless of a social presence or not. These items include but are not
limited to press releases, event listings, article placements and
supporters. In today’s world, a website is a must. If you don’t have
this, people will forget about the site or remain confused as to what
the event is or if they would like to participate.
Professionalism through a site is
important. You must give the consumer an impressive first impression of
the brand and event. The better the site looks, the better. The more
innovative the site, the more likely your brand awareness will lead to
brand interest and possibly brand loyalty.
Through a social network, especially one that users are able to connect through social logins (a simple connect to their Facebook and/or Twitter accounts), users are able to “become part of the event.”
Social networks give users a sense of personalization and interactivity. They are able to add and consume content, while simultaneously giving the brand feedback almost immediately about this content. It is also a way to monitor the brand’s reputation and to address any issues one may have about the brand.
The brand automatically has a street
team intact on the online platform, because people tend to invite
friends and family. Additionally, when they add this content, it will
more than likely stay on the site, even if the user isn’t active. If
this content is related to the event or brand, this strengthens the
brand’s presence for this and future events. They can share this content
within the site or offline through Twitter and Facebook. Videos and
audio of performers and venue locations will attract brand interest.
Those commenting on content with
statements like, “Oh, my goodness! That event was sooooo fun!” or “I
love this artist!” could bring brand trust to new and existing
consumers, because this institutes as a testimonial. Testimonials are
very important to a brand and brand products. It shows demand and love
for a brand. This helps build trust and a need to experience it on an
Through constant updates, clicks, constant content additions, linking in, within and outside of the site, the infamous “Google Spyder”
knows to check this site more frequently than it would a static site.
This is the same reason that having a blog on a business site is often
advised to business owners. These updates keep the site fresh,
interactive and important to keeping users returning for more content.
This ensures their presence at your event, because they are reminded of the event, have gained high anticipation and curiosity, have been peer pressured into attending and have met others that will be — just in case they would have attended by themselves.
Search Engine Optimization (SEO) is very important, especially when “competing” with other events and brands that throw events on a regular basis. Through SEO, we raise our website in the rankings and hold higher visibility to the rest of the world. The higher we rise, the more our site is viewed with quality and trust.
Any links attached to this site will
also gain trust by search engines and will be crawled, as well. Link
Wheels and Link Pyramids are now formed through one-way, two-way and
hierarchy backlinks. These are very important in dealing with quality
scores and things of this nature. The more Link Wheels and Pyramids that
can be built will lead to higher placement and, obviously, more
Another important item in successful SEO
is “time spent on site” and “return vs. new visitors.” If a user
returns to the site, that means they can trust the site. In turn, the
engine can trust it a bit more. In returning, these users show loyalty.
The more they become active on the site and the more time they spend on
each page, the better the impact on SEO efforts!
A social network will rank higher due to
the time spent consuming content on each page! That means your site
will rise organically and that less money will have to be spent with
Pay-Per-Click advertising through search engine marketing.
Often is the case that people want to
attend events but have no one to attend with. This also solves that
problem. It even convinces people to come that really didn’t think that
wanted to or were able to attend. Carpooling is another benefit in
saving gas, helping transport those who do not drive and economical
reasons. At this point, people feel privileged in attending, because it
has become a 24/7 community that projects itself into real life.
People want to meet the other people at
the event that they have been speaking with Online! Through their
planning and conversation, projections are able to be made based on
pre-sale tickets and planning within the site itself!
Other reasons to use event branding via
social networking as a source of marketing is that it is very efficient
in communicating with your users. They feel that their opinion matters.
They thank you for considering their opinions. They become curious if
their opinions will be implemented into your brand. Furthermore, your
site can be updated regularly and additions can be made immediately to
Changes in date, time and/or location
can immediately be addressed. SMS (text messages) and E-mails can be
sent to all users directly from the platform to inform them of changes,
simultaneously. Reminders can also be sent. The “journey” can be
recorded through blogs in creating a Brand Story for future accords.
Calendars can also inform users of upcoming events or deadlines.
Finally, and one of the most important reasons for branding your event socially — investors, sponsors and investors!
We all want an additional revenue stream, don’t we? Well, sponsors want
to know where they’re going to be presented to the public’s eye. They
want to know that their money will buy them placement for awareness of
their own and that people will actually see this placement.
Vendors may take advantage of selling or
advertising within your site, a site where you can make money allowing
them to do so. And last but not least — investors, they want to know
that their money will produce a return. This means more than just
providing these “angels” with a business plan. Higher funding can and
will be obtained through this online portfolio and Brand Loyalists to
prove there will be a positive return on investment that will benefit
all parties involved.
After gaining such a deep insight on
event branding, it would be foolish not to try to implement it into your
business structure and marketing plan. From Search Engine Optimization
to investment opportunities, creation of such a platform will ensure
success for your brand’s events for years to come. Whether your brand
throws parties or holds weekly or annual events, this is something that
is almost becoming a standard to early adopters. Act now and “brand