According to IEG, more than $53 billion dollars worldwide was allocated to sponsorships in 2013.

Sponsorships help bring festivals, event and conferences to life. Most of the time it’s in the form of financial support or by providing goods or resources to help make the effort a success. In exchange for that help, sponsors are promised exposure, preferential treatment and the opportunity to connect with a highly relevant audience.

Sponsorships are usually integrated into existing marketing programs in order to take advantage of the reach and benefits multi-platform and cross-channel can offer. Social media aids in a sponsorship program as the channel facilitates online conversation and engagement between sponsors extending the relationship to not only the event but social chatter before and after the event.

Why is engagement important for a sponsored event

If you are sponsoring an event, you want to get the maximum benefit out of it. Additionally, if you’re the organiser, you want to get the best sponsors onboard and make them see the value in participating at your event. In both scenarios, the social web plays a huge role.

The main advantage of sponsoring an event is that people who attend are passionate about the event. This is particularly true with sport and music related events. People have an emotional attachment to the league, team and athletes, or musicians they support.

Although an event occurs at a physical arena or location, your attendees extend beyond this into the online arena. In addition to those in the audience, you have people talking about the event live on their Twitter feed, social TV apps , Youtube or various other live channels. Enabling the conversation to occur online is just as important as ensuring those live in an audience are having the best time.

Engaging online allows you to connect more intimately with the artist in order to keep the bond strong.

How to enhance and leverage your event

There a few ways you can generate online buzz at your upcoming event:

  • Promote the event on your social channels
  • Share sneak and peaks, videos, interviews, share the best moments…
  • Find and engage with influencers and celebrities
  • Create a conversation and engage with fans posts
  • Run a #hashtag campaign to keep the buzz alive

In a previous article we talk about how you can obtain this above data in Local Measure. Segmenting the data by location and custom time periods allows you to delve deeper into the social activity that’s occurred before, during or after your event.

Local Measure can help you in a couple of big ways here. Firstly, we can provide you with a view of the conversations happening before, during and post your event allowing you to understand who your audience is and common trends in conversations.

We also give you the ability to monitor specific hashtags, so you can  posts that aren’t geotagged to a location. This provides a real-time view of hashtags or keywords used by attendees at your event, creating a more thorough picture of activity that occurs at your event.

Get in touch with us to talk about how we can help you gather these insights about an event you may be organising or attending.

Events are a great occasion for your brand to connect live with your customers, and social media can help you extend this event. This is why we build and improve Local Measure everyday, so you can get the most of this events and create a long-term relationship with your customers.

Stay tuned for part three where we’ll talk about how you can identify sales opportunities and leads from all the social chatter.

Written by Tracy Benillouz