There are many reasons SmartBrief and SocialFish's Buzz 2010 series rises above many other meetings and events offered to social media and association industry types in the DC Metro region. The star quality speakers, immediately applicable topics, and amazing opportunity for top of the line networking certainly explain why so many people would find Buzz 2010 appealing.
But for anyone interested in promotion, Buzz also provides an excellent case study on how to best utilize traditional and social media tools to spread the word about meetings and events. Over the next few days I am going to cover what I love most about the Buzz 2010 campaign, including Recognizing and Respecting Your Fan Base; Providing Regular Touchpoints; and Providing Ample WOM Opportunity.
Recognize & Respect Your Fan Base
One of the smartest things an event host can do is recognize the power of his or her own network. SocialFish reached out to a cadre of their connections - association bloggers and others - to give hints at what they were planning. They gave everyone just enough information to entice and provoke conversations to build a rapport and support for their efforts.
They respectfully acknowledged the blogger community and asked if bloggers wouldn't mind posting something about the event. They created goodwill among the association blogger community before anyone else had heard much about the event at all...and then they began sharing the dates so people could save them on their calendars. SocialFish used their already lively networks and speaking engagements to mention the upcoming event and had a website ready for people to visit should they have any questions.
One of my favorite ways they recognized supporters was to create "Team Buzz" after asking for volunteers and making it a special honor to sit close and report on the event's happenings. This created more coverage for them in more areas online than almost anything else they could have done. Team Buzz participants felt special and committed to covering the events as they progressed. There were no directives on what a Team Buzz participant could and could not say...Team Buzz was respected from the beginning which generated a lot of positive energy for Buzz 2010 right from the beginning.
Once a person signed up to hear more about the event, they received regular updates about Buzz 2010. By "regular" I mean at least weekly and usually more often. The updates were never too promotional sounding and always had an authentic ring to them.
Check in next week for Part 2 of Rising Above the Hum: The Power of Buzz.