What small businesses can learn about event marketing from Facebook

Facebook held its f8 conference back in September and media outlets from across the globe were in attendance. At the event, several new features and design changes were announced, some of which proved popular, while others did not. By observing how the conference was held, small business owners may be able to take away some advice on how to launch their own events.

"Instead, Facebook showed how forward-thinking marketers are reimagining events, MarketingProfs notes. "By integrating smart web and social marketing strategies, Facebook demonstrated how to create a richer, robust event experience that extends beyond in-person attendees to a global audience."

1. Live streaming

Events are no longer exclusively for attendees. Thanks to improvements in web speed, businesses are now able to stream key speeches and conferences over the internet, enabling people who can't attend to be a part of the action, even if they're on the other side of the world.

Facebook had a team of 40 employees work for 25 days prior to the event to ensure crucial parts of the conference – such as Mark Zuckerberg's keynote, comedian Andy Samberg's kickoff spoof and other sessions – could be watched by anyone in the world. However, video streaming doesn't have to be that complex, and there are programs that make broadcasting live much easier.

Even if live streaming isn't possible, conference holders should at least consider recording sessions and uploading them to YouTube and brand websites later. This will help drive traffic to small business websites and generate a stronger social presence.

More consumers are watching online video – more than 180 million Americans did so in September, according to comScore – so businesses should be sure to create some sort of video content.

2. Embrace social

It's only natural that Facebook – the leading social network – would embrace social media to promote their live event. As MarketingProfs notes, 80 percent of U.S. internet users spend time on social sites such as Facebook and Twitter, so even if they aren't in attendance they can still be reached through the medium.

"Most [marketers] weren't physically at f8, but thanks to Twitter, we could follow real-time news and commentary about the conference, {the news source adds. "Nearly 7,500 tweets with the conference hashtag "#f8" were generated in the first five minutes after a new feature – the Timeline – was announced."

Social media should be used throughout all phases of a conference. It can be used to build pre-event hype, during the event to relay updates and after to share commentary and thoughts. Conferences are social events, so it only makes sense to use the channel to engage both attendees and those who couldn't make it.

3. Invite the world

It would have been very easy for Facebook to make f8 a behind-closed-doors event, shutting the public out and inviting only the media. However, the company's business model is based on sharing, so it went the opposite direction.

Small businesses should allow people from all walks of life into their conferences. While it's crucial to preserve space for key figures, allowing companies outside of the industry or even consumers to attend may open the window for prospective business opportunities.

"But think of it this way: For every tradeshow or event, a group of people will be unable to attend who have interest in your products/solutions. In many cases, being open, sharing your message and encouraging conversation may drive future event attendance and increase participation," MarketingProfs notes.

Have you ever held a trade show? How did you use the internet to promote it, which specific channels did you leverage? 

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