B2B Events: Amplifying the Audience with UGC

As a specialist B2B team serving the information needs of the global sport and entertainment sectors through events, news, and marketing services, we have seen the exponential impact of getting attendees, speakers, and sponsors involved in spreading the word about events. There are three distinct phases to every event (pre-, during- and post), and each phase offers multiple touchpoints where event marketing and sponsor visibility can be boosted organically through user-generated content (UGC).

UCG helps build excitement and anticipation in the run-up to events. When attendees spread the word, they naturally become ambassadors for the event. This kind of promotion brings our events to life before they even start and the more people share, the more credibility and buzz the event generates, which can lead to increased registrations and attendance.

Social media provides a plethora of options for people keen to share their roles in upcoming events, and it allows event organisers like ourselves to reach a potential audience beyond our immediate network. The challenge is getting people to share details of their participation in a consistently professional, stand-out way that includes a clear call to action.

At Xperiology, we are trialing a new event-sharing platform to engage with our followers. Our preferred marketing platform is LinkedIn, so we have found a social sharing tool that focuses on amplification across this channel specifically. In the run-up to #TAS24 and #SAS24, we are using it to better leverage the multiple touchpoints of our events:

• Pre-event: event advocacy posters, registration, check-in and badge creation
• During-event: photo delivery, UGC prompts, sponsored content
• Post-event: event memories

The critical success factor is uptake, so making it easy for attendees to take action has been a keen focus during this trial. We have provided easy-to-populate templates for attendees, exhibitors, and speakers. They are branded, include event descriptions, and contain key event hashtags for a joined-up marketing approach. We’re also enhancing the sharing experience during the event by using AI-driven technology to collate delegate photographs and deliver individual albums to event attendees almost in real-time. These albums include pre-populated captions for social sharing that is so easy, it’s almost a ‘no brainer’. Multiple prompts throughout the event should motivate attendees to take action and share content in a way that looks both authentic and professional.

Ian Nuttal, Founder & CEO of Xperiology says, “We are making it easier for attendees to get involved and share their excitement with their networks. This doesn’t just boost the attendee’s sense of involvement—it also helps events reach a wider audience organically and has the potential to drive ticket sales”.

In short, we know that getting attendees to share their participation isn’t just a nice-to-have—it’s a crucial part of promoting the event. It builds buzz, increases visibility, and helps create a sense of community beyond the opening and closing remarks at events.