Guerrilla Social Media Marketing for Events

With over one billion people using social media globally it has become a communications and marketing channel we cannot afford to ignore. Because most social media tools are free or nearly free there is an attitude that there is not any real cost to using the tools. The truth is you will invest time, energy, and your reputation in your social media efforts. Have a guerrilla approach is vital to driving results. Guerrillas measure success in profits or net positive results – not in likes, tweets or traffic. These things are important but they must lead to an eventual profitable outcome.

The term “guerrilla marketing” was coined by Jay Conrad Levinson and popularized by his best selling book that was released in 1983. Guerrilla Marketing uses unconventional means to achieve conventional goals, it relies on time, energy and imagination rather than a big marketing budget. Jay and I added community on-top of time, energy and imagination when we wrote Guerrilla Social Media Marketing because of the vital role community plays in social media success.

When you are marketing and producing a major event you can apply many guerrilla tactics to gain exposure, broaden your contact base and leverage your marketing efforts.

Here are 3 ways you can use social media before, during and after your event that will cost you very little and garner big results:

#1) Socialize your whole site, even the registration process. Make sure you have sharing buttons that allow people to share interesting elements of your site to their networks with one click to Facebook, Twitter, Google + and LinkedIn. If you make people cut and paste the whole url, write a headline and submitted it to their networks you will lose most of you potential viral opportunities. In addition to this, if they have to leave your site to share your content they may not come back.

In the registration confirmation page for your event don’t just have a thank-you message. Also ask them if they would like to share what they just registered. Also do this for individual event pages and tracks. If you have several hundred people register and even 25% of them share it with their network that can translate to literally thousands of more people becoming aware of your event.

#2) Twitterize your event. Make sure you develop a conference hashtag for your event well in advance and have it displayed prominently on your site. By searching for this tag in Twitter Search (http://search.twitter.com) attendees and possibly several thousand other people on Twitter witness the conversations, links, photos, videos etc. that are shared about the conference. The more that people share great quotes, ideas or even photos of their favorite booth or activity the more other people become aware of what you are doing. This is crowdsourced branding.

At a book launch event organized by Marc Smith of Amuse Consulting, Marc fielded questions from Twitter and had the speakers reply during question period. Many of the best questions came from people that were not in the room. The conversation about the event online carried on for days and Marc was also able to find new connections online that were interested in attending future events on the same topic.

Another easy to implement strategy is to have a Twitter contest at the event. Get attendees to take photos tag them with the conference hash tag and upload them to Twitter. The best photo wins a prize of some sort. This worked so well for an annual party we throw in Vancouver that the event became a trending topic on Twitter nationally.

#3) Get your sponsors to use their reach in addition to cash sponsorship. My business partner Anthony Caridi and organized a fundraising event and 24 hour online campaign for Make-a-Wish BC Yukon. Our strategy was simple. There were a lot of companies out there willing to write a cheque to this great cause. But beyond money these major corporations and influencers had thousands of Twitter followers, Facebook fans and Linkedin connections.

We asked them to do one simple thing, make a donation and share it with their contact base. These executives and some local bloggers were invited to a pre-campaign event at a local pub where we showed them how to easily share the information on major social networks. A few days later we launched the 24-hour online campaign and in less that 14 hours over $12,000 was raised with the average donation being approximately $40. The Ceilis pub donated the beer and the space and the campaign cost was close to zero. This same principle can also apply to conferences and major exhibitions. Search out sponsors who don’t just have cash but also have a large social footprint and reach that they could share.

There are dozens of other guerrilla tactics you can use in combination with social media that are free, easy to implement and garner big results. Take the time to integrate social media into your event marketing and production. Often a simple email request to your attendees, sponsors and exhibitors is enough to create some real online momentum. The key message here is there is massive marketing leverage at your fingertips that you can easily tap into. Just get social!

Shane Gibson (@ShaneGibson) is a sales and social media speaker who has addressed over 100,000 people on stages on three continents over the past 15 years. He is also co-author of Guerrilla Social Media Marketing and Sociable! How Social Media is Turning Sales and Marketing Upside-down. When he’s not speaking or Tweeting he is in the social media trenches working with his clients as Chief Social Officer for Socialized! Ltd. social media agency. Visit http://socialized.me for information on Shane’s speaking, training and books.

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Marketing 3 Comments

Guerrilla Social Media Marketing for Real Estate

Shane Gibson recently did a seminar in Toronto on Guerrilla Social Media Marketing for Real Estate. Check out Shane Gibson’s presentation to this Realtors below:

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Marketing, Guerrilla Social Media Weapons Tagged , , , | 5 Comments

19 Guerrilla Social Media Marketing Secrets Podcast

What is Guerrilla Social Media Marketing? It is about achieving conventional goals by unconventional means. Instead of using large investments of money or time the guerrilla social media marketer uses imagination, creativity, knowledge and community to get results.

That alone does not make you a guerrilla marketer though. Today’s podcast is on the 19 Guerrilla Social Media Marketing Secrets you must consistently apply to truly reap the rewards as a social media guerrilla.

This podcast was created and produced by Shane Gibson.

Shane Gibson is Chief Social Officer for Socialized! a social media, training, and intelligence, and seminar company. He is also co-author of Guerrilla Social Media Marketing and Sociable!

Contact Shane Gibson
http://socialized.me
@ShaneGibson on Twitter
shane@socialized.me

604-351-2328

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Book Excerpts, Nano-casts, Social Media Podcast Tagged , , , , , | 13 Comments

$3.43 + Guerrilla Facebook Strategy = Dream Job

This is a great example of how guerrillas can succeed using nano-marketing strategies to win. Steve Severn shows in his video and slideshare presentation how he landed his dream job at Saatchi and Saatchi.

Here’s the slideshare version:
The Facebook Advertising Job Experiment

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Case Studies, Guerrilla Social Media Marketing, Guerrilla Social Media Videos Tagged , , , | 6 Comments

5 Steps to Gaining Consent in Social Media

This is a video of Shane Gibson speaking on the the five stages to gaining consent in social media. These steps include:

The five stages of consent:

  1. Discovery
  2. Consumption
  3. Interaction
  4. Connection
  5. and finally….Consent

For information on booking Shane Gibson to speak at your next conference email shane@closingbigger.net

Posted in Events and Seminars, Guerrilla Internet Marketing, Guerrilla Social Media Marketing, Guerrilla Social Media Videos Tagged , , , , | 1 Comment

7 Must Read Guerrilla Social Media Blog Posts

Following are 7 blog posts about guerrilla marketing and social media, these are a selection of posts from grass roots bloggers with some great perspectives on the guerrilla marketing ethos applied to social media. Also included are a couple of our more popular posts. Here they are in no particular order:

  1. John Rob author of Brave New War (@johnrobb) Shares with us some guerrilla weapons that can help execute complex business strategy and processes without traditional business structures in.
  2. Stephanie @stooffi shares a great guerrilla social media story about 3M on the Penn Olson blog.
  3. Stephan Spencer @sspencer talks about the Danger of Overusing Online Guerrilla Social Media Tactics. It’s an interesting piece – he veers from our definition of guerrilla marketing but the post is really worthwhile reading. Especially for those who are obsessed with tactics and forget the principles.
  4. Why Guerrilla Marketing is More Relevant Than Ever by Christian Jurinka (@attackmarketing)
  5. How Blenz Coffee (@blenzcoffee) used Hyper-Local Guerrilla Social Media Marketing to beat the big guys.
  6. 19 Guerrilla Social Media Marketing Secrets
  7. A great blog post by Kate Holmes focusing on Social Media ROI and includes some guerrilla social media anecdotes from the Boston Interactive Blog (@bsinteractive)

What are your favorite guerrilla social media marketing success stories? Post a link or tweet us if you would like to submit a guest post.

Cheers,

Shane Gibson
@shanegibson

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Case Studies, Guerrilla Social Media Marketing, Guerrilla Social Media Weapons Tagged , , , | 3 Comments

Why you need to be immune to hype as a social media marketer

Many marketers, especially those that use social media tools are guilty of getting off track and chasing bright shiny objects on the web. Technology for the sake of technology can cost you many lost hours and dollars as a marketer.

Following is an excerpt from Guerrilla Social Media Marketing:

The 10 Personality traits of a Guerrilla Social Media Marketer: #1 Immune to hype:

There is a lot of hype around social media. The guerrilla searches for truth, verifies information and executes with dependable tools and strategies. With so many people blasting Twitter updates, Facebook messages and posting blog entries it’s easy to get caught up in the excitement of a new product, tool or market and dive in headfirst. Here’s why guerrillas don’t fall into this trap:

  1. Any new social media marketing tool or community takes time, energy and resources to effectively test and evaluate.
  2. Great technology alone doesn’t mean a marketing tool is worth investing in. The tool must be backed by a great company and have the potential for longevity.
  3. While you chase every trend and new tool you neglect communities and marketing tools that need focus and commitment to get a long term return on investment on.
  4. Hype is a sign that something is broadly used. Guerrillas look for opportunities to have the first-mover-advantage not follow the herd.

How to protect yourself from the hype:

  1. Watch other guerrillas and innovators that cater to your target market. What is their feedback in relation to the new technology or tool?
  2. Look for hard data on the tool, product or technology. Get your data from multiple sources to confirm accuracy. Forrester Research MarketingProfs.com or your local chapter of the Social Media Club are great places to find accurate information.
  3. Check the credibility of those who claim to be having success with the technology. Are they profitable? Is what they are doing sustainable and scalable?
  4. Remember, a good marketing attack takes months or even years to be fully effective. Be careful about jumping from idea to idea without allowing ideas time to mature. The latest thing may not be the most effective thing for your business.
Posted in Guerrilla Internet Marketing, Guerrilla Social Media Book Excerpts, Guerrilla Social Media Marketing Tagged , , , , | 5 Comments

Guerrilla Social Media Marketing Book Launch Events 2010

Hello Guerrillas,

Shane Gibson will be touring several cities in Canada this month and will also be available to speak to your association or Meetup group on Guerrilla Social Media Marketing as he travels.

About Shane Gibson:

Shane Gibson is the author of three books and has spoken to over 100,000 people on stages in Canada, USA, South Africa and South America. Blogging since 2002 and podcasting since 2004 Shane is an innovator in using the social web to build community and drive profits. He also believes that getting real and taking those relationships offline is vital — so join us for a pint and invite your online connections to meet you in person and get Sociable!

Events:

November 17th 2010 – Guerrilla Social Media Marketing – Toronto, ON Hosted by The Toronto Board of Trade – Media Sponsor Techvibes.com

Details:

Guerrilla Social Media Marketing;
TURN YOUR SOCIAL MEDIA MARKETING EFFORTS INTO PROFITABLE GUERRILLA CONQUESTS

In today’s dynamic market environment, it’s important to differentiate your business and capture the attention of your audience. Join Shane Gibson, co-author of Guerrilla Social Media Marketing and Sociable! to learn how to ensure your business stands out from the crowd.

This unique session will offer you insight into:

* The top ten attributes of a guerrilla social media marketer
* How to tap into large influential networks online and offline
* The power of nano-casting and nano-marketing
* How to develop and manage a social media marketing campaign
* Five strategies to help you maximize social media ROI

Click here to register for this event
Address:
Radisson Hotel Toronto East
55 Hallcrown Place
Toronto, ON
M2J 4R1
For more information, click here to download the event PDF.

November 22nd 2010 – Calgary Guerrilla Social Media Marketing Book Launch and Social Mixer. Media Sponsor Techvibes.com

Details:

If you want to know what happens when Guerrilla Marketing meets Social Media please join us in Calgary’s business and social media community for a unique book launch event and social mixer hosted by Shane Gibson, author of the new book Guerrilla Social Media Marketing.

Register on Facebook: http://www.facebook.com/event.php?eid=170754506275099&index=1

Register on EventBrite: http://guerrillamarketingcalgary.eventbrite.com/

November 25th 2010 – Vancouver Guerrilla Social Media Marketing Book Launch and Social Mixer – Media Sponsor Techvibes.com

Details:

If you want to know what happens when Guerrilla Marketing meets Social Media please join us in Vancouver’s business and social media community for a unique book launch event and social mixer hosted by Shane Gibson, author of the new book Guerrilla Social Media Marketing.

Register on Facebook: http://www.facebook.com/event.php?eid=137198492998189

hRegister on EventBrite: http://guerrillamarketingvancouver.eventbrite.com

For sponsorship, media and volunteer details please contact:

Rina Chong
Facebook: Rinaisan Angel
Mobile: 604.561.8908

Email: rinakbi@gmail.com
Twitter: @rinachong/@shanegibson

Important note: We are looking for Meetup.com organizers and Tweetup hosts for more launch party events in Calgary, Vancouver, Regina, Montreal, Halifax and Toronto (GTA). Send us an email or a tweet if you’re interested in helping or hosting an event.

November 29th, Toronto, ON – Shane Gibson speaks on Guerrilla Social Media Marketing at the Real Estate Marketing Summit

This one-day educational conference has been designed by Realtors® and for Realtors® who want to grow their business online.

Realtors® are also eligible to earn 3 CE credits during the conference!

Mortgage brokers, lawyers, accountants, service providers and other real estate professionals and are also welcome to participate to better understand how online and social media marketing can be used to grow their business.

Register and read more by clicking here.

Posted in Events and Seminars, Guerrilla Social Media Book Excerpts, Guerrilla Social Media Marketing Tagged , , , , , , | 1 Comment

Guerrilla Social Media Marketing Secrets – Commitment – Implement – Consistent

These videos are about Guerrilla Social Media Marketing Secrets: Commitment, Consistent and Implement. Shane Gibson shot these videos live as part of his Sociable! Boot Camp series he delivered in Vancouver, Calgary, Montreal and Toronto. The format is raw and un-edited and was shot, uploaded and posted while the training was still running.

Why shoot video this way? Guerrillas know that producing relevant, up-to-date content is vital. If you take days or weeks to edit and upload your videos you miss opportunities to engage, connect and impact your audience. Enjoy these Guerrilla Social Media Marketing videos — and please let us know what you think.

Guerrilla Social Media Marketing Secret: Commitment

Guerrilla Social Media Marketing Secret: Consistent

Guerrilla Social Media Marketing Secret: Implement

Posted in Guerrilla Internet Marketing, Guerrilla Social Media Marketing, Guerrilla Social Media Videos, Guerrilla Social Media Weapons Tagged , , , , | 2 Comments