Social media marketing has become an important tool in the arsenal of event marketers looking to increase awareness of their events. While many report using social media marketing as part of their marketing plan, most are unsure of how effective their social media marketing campaigns are and how they can be improved.
A new study from FreemanXP and the Event Marketing Institute has researched the viral impact of event marketing and has reached several conclusions that could be very helpful to event marketers. Here are some of the things that the study found.
According to the study, 50 percent of event marketers have a set amount of money specifically budgeted for social media marketing.The study also found that 53 percent of event marketers are planning on increasing spending on social media marketing in the future. Around 53 percent of those polled said that they measure their viral impact on an event level to determine the success of their social media marketing campaign.
The likelihood of viral success was found to be largely dependent on the type of social media network used for the marketing campaign. When asked to evaluate which social media channel was most effective for event marketing, event marketers equally chose Facebook and Twitter. The study found that Facebook was the most effective for social media marketing both before and after the event.
For advertising during the event in real time, Twitter was found to be the best vehicle to use. This means that other social media channels that want to increase their presence in the social media marketing industry will have a lot to do to catch up to Facebook and Twitter.
The majority of those surveyed served either B2B or a combination of B2B/B2C marketers and were mainly in the fields of IT, medical, pharmaceutical, and financial services.
The majority of the participants believed that they were at average effectiveness with their social media efforts to increase viral impact and content sharing levels. Utilizing social media can help companies reach attendees and those not at the event itself, thus doubling impact. However, only 32 percent of survey respondents said that they use social media to reach non-attendees during events.