Eventjacking is a process of injecting your brand into key events which are attended by your high-value markets. So what you want to do is think about your high-value markets and think about what sort of places they go.
What sort of conferences do they go to, or conventions, or gatherings? Maybe there's a walk for diabetes or something, and if that's your target market, you can go there. All you need to know is the hashtag from the event, and a knowledge of the speaker or the participants to do effectively Eventjacking. The benefits of it are it boosts your SEO just like newsjacking does.
It engages readers in really timely commentary, timely though in this case being around the event that's happening. And so you're essentially becoming a part of the event without actually being at the event. It allows you to impact the event with or without attendance on your part. And the key is that if you're using hashtags and you're in the right topic areas, people assume you're at the event. Whether you are or not is really immaterial.
It gives you leadership and thought leadership in an area, and allows for real-time dialogue with attendees. if students do this around an event that's relevant to the client that they're working on for their final project, people will talk with them and actually ask them for more information. Because they view them as a thought leader, even though they're not physically at the event. So the key is, there are two types of eventjacking. Because these are predictable events that engage high-value audiences, one type we could do it
- Professionally:we go to conferences and seminars and conventions around a topic area. And because these are scheduled, and because they have their own hashtags, we can become a part of the conversation around them by just scheduling our content flow to coincide with these conferences, seminars, and conventions. So we can do it,
- we can also do it socially: There are holidays and annual celebrations, and for many organizations are really compatible with the products and services they offer. And so for Veteran's day, or we have a Taste of Chicago event that happens here in Chicago over the 4th of July. These sorts of holidays, because they're predictable and there's content we can flow out, we can use those effectively to event hijack as well. So we could do it both professionally and socially.
In terms of professional eventjacking, the thing to think about is, think multimedia and think about doing multiple activities. So here's how you do that. Start weeks or even a month before the conference in terms of actually putting out your content. You're going to plan that, you can plan it out months in advance. But you want to have it so that you have a pretty active schedule that is growing in intensity up to the conference itself.
Use blogs to create thought leadership on key topics. And then you can take those articles, much like you're doing in the course, and you can advertise those out through Twitter and LinkedIn and other places to make the connection with the individuals. And you want to use the hashtags of the conference to do that. So you're essentially marketing your blog to the attendees using the hashtag of the conference as a way to do it. You might also think multimedia in terms of asking speakers to provide answers to ten questions, and then publish them when the conference occurs.
For example, on the right you see an IBM World of Watson published that prior to the conference, to essentially get my followers involved. As well as to let people know that the conference is on, and who the speakers are. They had me and other speakers doing the ten questions. Use video and audio to best connect with different segments of your audience. And so again, you can use multimedia to get out to the people. You could do webinars, you could also do, of course, your blogs, you could put out articles, and so forth, as a way of getting to the audience you want. Use keywords to improve your SEO. So whatever the theme and topic are of the conference, and other keywords that you have, use that to improve it as much as you can. And remember, as you're going after a conference, think about content before the conference, content during the conference, and content after the conference.
Using the hashtags of the conferences and hashtags of the key topics, and even the handles of the speakers to maximize your impact. Holidays are also a different way to use eventjacking. The key is if you're going to do this, and if you notice over the right you have a Veteran's Day from USAA, which is an insurance company that focuses on veterans and military. The key is don't sell, just celebrate and remember the event. It's really a time for you to support the individuals and to support the event itself, as opposed to trying to sell. Start with major holidays and celebrations, and find the ones that are really relevant for your products and services. Even if you're not, we will be celebrating the holidays here in December. There are certain key holidays in the countries that you're in.
Be sure to schedule those, and think about putting out just some nice content that supports that particular event. Look for national awareness days, if you're for example doing some sort of, let's say you're in diabetes, is there a diabetes awareness day? Well, you ought to schedule some content around those awareness days to get to the market. And look for natural matches, for example, if you're a florist it's a no brainer, in the US, to go with Valentines Day, because people give flowers. And so those sort of things are very natural, look for those kind of matchups. Build a multi-week, multimedia plan and keep it classy and appropriate. And so the key is, you're really there to support the celebration. But if you do that correctly, people begin to recognize your brand and your company name, and that will pay off for you in the future. How do you do it?
we have a 52-week calendar that we can download, and the one that we use is from HubSpot. If you don't have it, here's the link, and you could actually download it. But what it does is, it allows you to schedule.
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| Raed_Ashour |
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