Tap the Power of Facebook for Your Next Event
December 8, 2013
Since I did an ode to Google, I would be remiss not to write about my other love, Facebook. Facebook is more than just a whole bunch of people (and when I say bunch, estimates show it at over 1 billion monthly active users) posting a bunch of useless info.
What if I told you the information shared is more valuable than you think, and since these 1 billion+ users are self-reporting, more accurate and more useful than you can imagine?
Whether you are in hospitality, lodging, travel, events or trade shows, the key to successful engagement with prospects is the use of genuine interactions.
Authenticity of an interaction cannot be canned, nor processed and must be individualized as much as possible. But how do you make your interactions personal when you may be targeting hundreds, if not thousands, of people? You guessed it: Facebook.
Facebook users provide many data points on their interests, likes, geographic location, and aspirations. By using these points and the digital tracking Facebook provides, you can come up with a tailored campaign, and you can get as specific as you deem necessary to affect lead engagement and conversion.
The data points available in Facebook allow you to ascertain with nearly surgical precision your prospect pool and then test and target visual images and messaging to optimize your engagement.
You can also run several ad campaigns at once to different groups as well as test and target within a sub group.
If you are really feeling bold, you can also start experimenting with the retargeting feature available with Facebook. As an example, let’s say I have an event, and I do a Facebook campaign to drive traffic to the registration page. I can add source code to track who goes to the page and performs the call to action, and who does not. For those who didn’t fill out the form, I can then use this information to start a secondary ad campaign specifically to those non-registrants (who already know of my event and took the action to go to the page) to encourage them to return to the page and register. It is like getting a second try at a lead while they are still on the fence, and helps affect lead conversion since they are in the middle of the lead cycle, versus at the beginning.
So, take the time to explore Facebook to see if it is the right medium to drive your engagement. You might be very surprised to see what power awaits you. If you aren’t sure how Facebook could work for you, or have a specific Facebook engagement question, feel free to email me at lisa@3dogwrite.com.
Did I mention I love Facebook?
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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