Why Is Social Proof Important In Events Marketing And How To Get It

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Why Is Social Proof Important In Events Marketing And How To Get It

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By Ksenia Newton 

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What is social proof?

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Social proof also known as testimonial is a validation point (points) made by real people, and it is about their real experience with your product. Social proof carries a lot of value because it creates a level of trust that bonds consumers together as they tend to rely on the opinion of the other users before your marketing message. Therefore, testimonial is a powerful element to add to your event’s website.

How can you get testimonials for your event? 12 Different Ways.

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1. Post – event survey

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Here is a template that I have put together at Knect365:

I wanted to shoot you a quick Thank You for joining us at the [The event’s name].

Given this opportunity, in a few words I would love to get your feedback on how was your personal experience with the event as it could help us tremendously to better meet the market’s needs in the future.

Could you please briefly go over my 7 questions while the memory is still fresh?

Here they are:

1. What was the main reason you were interested in attending the [name of the event], example: content; networking; personal growth & development; a particular speaker/speakers; other?

2. Was there something specific you liked (or disliked) about the event?

3. What could we have done to improve your experience?

4. What is the Next Big Industry Thing you would like to read / learn about?

5. Who are the up-and-coming innovators you would like to hear from?

6. Are there topics or speakers you feel should be involved in the future conferences?

7. When searching for the relevant industry information, what sources do you look at? (Please list relevant publications, blogs, twitter accounts or magazines that you personally read)

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2. Social listening

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Pay attention to the online activity during events (Twitter, Facebook, Instagram), follow the event-specific hashtag and its geo-location tag, take screenshots and save anything that expresses positive sentiment. Here is an example from the Biotech Week Boston (BWB) conference 2016:

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3. Do you know the previous year’s hashtag? Search Twitter for any feedback. You can also search by the event’s name.

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4. Tweet at the past delegates

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5. Tweet at those who’s been the most engaged on Twitter at the previous event and ask for a feedback.

EXL has done an excellent job incorporating social proof right into their event’s brochure:

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6. Speak with attendees on-site

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7. Ask the delegate sales department to share their feedback from the phone conversations with the returning delegates

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8. Send an email to the past delegates asking for a testimonial

Here is a proposed email template:

 

Dear [NAME],

 

Thank you so much for your ongoing support of the [name of your event] conference! We are very grateful to have you back again at [name of your event].

 

[NAME], your opinion is extremely important to us – would you mind sharing a few words about what is your favorite aspect of the conference and what keeps you coming back to DDP?

 

Thank you again for your time and support. And we look forward to seeing you in February!

 

9. Search for any mentions online

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Has the event been featured in any of the online / offline publications? Do Google search, get the quotes or reach out to the reporters who did a write-up. Here is one of the examples – the Knect365’ MDRP event featured in a press release: http://www.prweb.com/releases/2009/09/prweb2926144.htm.

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10. Reach out to speakers and advisory board and get a quote

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11. Did you have any guest bloggers on-site? Reach out to them and ask them to elaborate on their experience.

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12. Does your event have an app? Use the event’s app to listen to conversations, create engagement and collect feedback.

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Guest author: Ksenia Newton

Ksenia Newton is a digital content manager at Knect365, a conference company. In her free time, Ksenia likes to blog on different topics like events marketing, content marketing, social media, lifestyle and productivity in NYC, and the most current obsession – social media growth hacking techniques. You can reach her at Twitter @ksenia_newton or LinkedIn https://www.linkedin.com/in/ksenianewton/

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