Uday Kumar Haliga
Using Social Media For Amplifying Your Events
Updated: Oct 23, 2019
In the world of digital advertising, Programmatic and Social Media are predominant platforms for generating brand awareness, driving relevant traffic to websites, increasing sales, increasing footfalls for events etc. Programmatic and Social Media have a bright future ahead. Add a layer of DMP to the two strategies and target the right users more effectively.
Following are the top Social Media platforms for serving ads
Social networking (Facebook, LinkedIn)
Micro blogging (Twitter, Tumblr)
Photo sharing (Instagram, Snapchat, Pinterest)
Video sharing (YouTube, Facebook Live)
Social Media, helps you find your targeted customers, where they are mostly reachable and actively engaged. It gives you a medium to increase sales and segment or bucket your fans.
Some strategies which can be adopted to make your Social Media strategy more effective are:
Promoting live events in Facebook by running FB (Boost) Posts
Optimize on your Event Attendance by creating event ad in Facebook
Use Event Hashtags on Instagram & Twitter
Create Buzz: If you want your fans to talk about your brand on social media, you need to give them a reason to do so.
Running contests/quizzes on social media is a great way to encourage your fans to create UGC. User-generated content humanizes your brand, which can help drive engagements and increase your follower count. Cultivate a relationship with your fans and customers to strengthen your social media presence.
Use customer generated content for running ads (for example, we can connect with the people who were interested in the current event for future events, or focus your attention on those who had responded to current or earlier events).
Better target new and returning customers (can create a Highlight Reel (video) from the current event(s) for future events. This video should convey the value of your event to prospective attendees).
Host your events live on YouTube as well. YouTube is the most used video content sharing platform on the internet and gives us an opportunity to reach out to more relevant audience and retarget them as well.
Use photos of the attendees: If you have a repeat event, leverage those fun photos you took at the previous ones. This increases user-engagements (via comments, likes, shares etc.) on Facebook.
Share posts with pictures of speakers with a quote overlays from the event(s).
Facebook has been adding many features to its Ad Server, such as targeting users by engagement, customer file (Phone Database & Email Database), offline activity, event(s) etc. Similar new features are coming up on other social media platforms as well. To be more effective in our planning and strategy, we must add DMP Audience to all the above strategies.
A Data Management Platform is used to store and analyze the data. DMPs help agencies make best use of the massive amounts of data they collect, analyze data from multiple sources like the web, mobile app, email marketing, physical retail stores, CRM platforms and present it in a comprehensible manner/format. DMPs are used by ad agencies, marketers and publishers to create rich, custom data-sets and target users more effectively through online advertising.
Targeting the right audience using DMP data on social media platforms is a huge win-win for any agency. If users are targeted via Programmatic and/or Social Media, then you can see better ROI and conversions.
Eliminating less-relevant users allow us to have consistent targeting across the board, which results in smarter and stronger campaigns for our clients.