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FROM THE EDITORS

Innovation Forum Preview: A Social Media Success Story With Measurable (and Impressive!) Results

Photo: Erika Goldring

People across the event industry are talking about social media and how to incorporate it into their gatherings. There are lots of interesting ideas—promoting hashtags, encouraging people to share photos on Facebook—but how do you measure the impact of these promotions? And how do you convince sponsors of the value of your social media elements?

Chad Issaq has an impressive success story, and he'll share it at the Event Innovation Forum, a new conference at the BizBash IdeaFest in New York on October 24.

As executive vice president, business development and partnerships, at Superfly Marketing Group, Issaq works on the Bonnaroo Music & Arts Festival, which replaced its tickets with bracelets equipped with radio frequency identification technology in June. The festival encouraged its 80,000 attendees to check in at portals across the venue to share their experience with Facebook friends. The result was more than two million social impressions for Bonnaroo and sponsor Ford.

This summer, Issaq told us about the project, and he'll go even deeper into this success story—sharing tips for implementing the new technology, convincing attendees to use it, and measuring its impact for sponsors—during his presentation at the conference. In a related panel, three sponsorship experts will talk about how brands evaluate event sponsorship proposals, as well as post-event reports.

More about the Event Innovation Forum—including the full schedule of speakers and topics, plus registration information—is here.


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