77% of event marketers are using social media to promote and market events, and another 14% are planning to do next year, while roughly three-quarters who use social media believe it to be effective, according to results from a Constant Contact survey of its customers, released in February 2012. Respondents ranked social media ahead of print (69%) in terms of effectiveness, but behind other channels such as email (91%), phone (86%), and online event marketing/management tools (85%). Overall, almost 4 in 5 event marketers said that social media is either somewhat or extremely important to them as a marketing tool.
Data from “The State of Event Marketing” indicates that 59% of event marketers want help in creating or refining a social media marketing strategy. 46% say they have an initial social media plan, and a further one-third say they do not yet have one, but plan to create one. Only 1 in 10 report having a thorough and refined strategy.
Event marketers are using social media to assist their efforts in a number of areas. 56% said they use the channel to educate and inform others about their events, while 40% use it to drive word-of-mouth. 39% are using social media to get repeat attendees, and 35% to get more attendees.
Meanwhile, roughly two-thirds want to use social media to get feedback about their event or to reach more people, while slightly more than 3 in 5 are hoping to use the channel to stay connected with past attendees.
Among those using social media to market their events, Facebook (89%) is by far the most popular tool, ahead of Twitter (66%), and LinkedIn (54%). 42% have a blog, matched by the proportion who have created and posted event marketing videos to YouTube.
61% use their social networks in the days prior to the event, while about half use them 4 weeks before the event. Roughly half believe they have some idea which social networks their audience engages with.
Meanwhile, according to [download page] a survey released in January 2012 by BtoB magazine and Marketo, lead generation is the top event program goal, cited by 83% of B2B marketers heaviliy invested in events. Other goals include customer engagement (72%), brand building (72%), product education and training (57%), driving demand (46%), and customer upsell (32%).
About the Data: The Constant Contact results are based on a survey administered in October 2011 to small businesses and nonprofits using Constant Contact’s event marketing product. Of the 474 respondents, 48% were non-profit, 26% were B2C, and 26% were B2B, of up to 50 employees. All of them had a role in overseeing or managing events and their promotion for their respective organizations and held an average of 16 events a year.
The BtoB and Marketo survey was conducted in June 2011, and resulted in 309 completed responses from B2B marketers who allocated an average of 20% of their budgets to events. The respondents averaged about 28 events per year each, with a slight edge (16 to 12, on average) given to the number of live events versus virtual events.
Subscribe now to receive more charts and articles like this each day in your inbox. A fast read in a clean, mobile-friendly design.