How Organizers Can Leverage Social Referral Data

In the latest “How to Grow Attendance” report, the Center for Exhibition Industry Research (CEIR) identified several popular attendee marketing improvement plans for the near future.

Two key improvement themes are for organizers to refine existing practices and take on new activities – especially as it comes to effective social media usage. And one of the ways CEIR suggests to be more effective with social media is by tapping into the power of event data.

When it comes to social referral marketing, there is a tremendous amount of event data available to organizers. Here are three ways organizers can harness the power of social referral data to improve event marketing.

1) Identify Advocates

The very idea that an attendee chooses to become an advocate – someone who believes so strongly in the value of an event that they register to attend and invite a colleague – is a significant data point for organizers to harness.

As an example, if the number of peer invitations is growing, it’s a positive overall indicator of the event’s health. On the flipside, if invitations are declining, that serves as an early warning sign about an underlying event problem that needs addressing.

Because a social referral platform like Gleanin attributes a registration to the specific person whose referral resulted in the registration, organizers can easily identify advocates. And besides tracking the overall event health, organizers can use advocate information in a number of different ways, such as:

2) Pinpoint Influencers

By looking at individuals that have been invited by multiple advocates and registered for an event, this kind of social referral data helps organizers identify previously unknown influencers – those who have the ability to affect others’ behavior.

Armed with this knowledge, organizers can:

3) Reinforce and Grow the Peer Network

Another way to harness social referral data is to encourage advocates and influencers to meet up at the event, and expand and reinforce their peer network.

For example, when an advocate extends an invitation to a colleague, and that colleague registers for the event, Gleanin automatically emails the advocate a notification that the invitee has registered.

But the organizer can go a step further with that social referral information, sending an email to both that promotes networking opportunities at the event and encourages a face-to-face meet-up. Harnessing simple data like this not only encourages face-to-face interaction that so many attendees desire, but also reinforces the peer connections that drove the original invitation.

These are just a few key social referral data points organizers can use to extend their show’s marketing reach. To learn about other ways organizers are harnessing social referral data to grow their show, contact us for a demo.

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