Vancouver’s TM Events & Promotions has become the first event planning company in Canada to offer fully-managed event social media services as part of its comprehensive portfolio of event and promotion services. The company launched its new event social media service at the TM Events 10th anniversary celebration on July 6. The event featured a social media campaign, designed in collaboration with MarketingSmartt, which propelled TM Event’s party into one of the top trending topics in Canada.
According to trendsmap.com, which tracks Twitter trends worldwide, within three hours of the event’s start, the #TMSOCIAL hash tag had generated more than 100 tweets and over 70,000 online impressions. TM Events achieved this trend with only 200 participating attendees. The evening’s social media activities delivered 86 mentions on Twitter and 100 comments on TM Event’s Facebook page. More significantly, the campaign added 100 new TM Events Facebook fans and 50 new Twitter followers.
“We are dedicated to creating unique and memorable events for our clients,” says Traci Myles, president of TM Events, “which includes helping them achieve their business goals. Social media has become essential for maintaining brand awareness, and our 10th Anniversary party campaign proves that integrating social media with a well-planned event can deliver amazing results. Companies can use this type of event to launch their social media program, to kick-start or revitalize their brand. I can see demand for this service at product launches or rebranding events.”
Myles also feels that private clients will see value in adding social media to their events. “Guests told us that the social media activities actually made the party more fun for them, since they could share the experience with friends, family, and colleagues. It’s a connected world now, and social media allows for remote participation.”
Prior to the event, MarketingSmartt collaborated with TM Events on a tailored social media and content strategy which included elements such as online registration management and an event-specific email campaign. During the party, on-site activity included a social media game designed to reward guests who tweeted, posted, or recorded content from the event. There will also be follow-up outreach activities from TM Events to maximize the value of the campaign.
Saleh Tousi, CEO of MarketingSmartt, emphasizes that best practices for an event social media campaign needs to include key performance metrics that can be tracked and measured for business impact.
“In working with TM Events,” Tousi says, “we have been consistently impressed with their focus, initiative, and attention to detail. They gave us accurate audience profiles and a clear mandate which we could turn into measurable metrics that prove ROI. They executed flawlessly on all the social media activities we created. We are delighted to partner with them to help their clients and ours engage with event social media.”