Glossary
Event marketing glossary, in plain words.
24 terms that come up when attendees, speakers and sponsors promote an event, from Meet Me At graphics to earned media value. Every page answers the question in its first lines, then goes deep: how it works, an example, mistakes to avoid and how it relates to Go Spread.
Valentin Spörk and Tammo ElsnerWritten by the co-founders of Go Spread, who run events themselvesNew here?
Three terms to start with.
If you only read three pages, read these: what attendees post, why it works, and how to show it worked.
- Start here
Meet Me At graphic
A Meet Me At graphic is a branded event image with space for a personal photo that attendees, speakers or exhibitors post to tell their network they will be at an event.
Read the guide - The idea behind it
Attendee advocacy
Attendee advocacy is when the people going to an event promote it to their own network, usually with a personal social post that says they will be there.
Read the guide - Proving it worked
Earned media value
Earned media value (EMV) is an estimate of what the reach you did not pay for would have cost if you had bought it as advertising.
Read the guide
Formats · 7 terms
The graphics. What people actually post.
The share graphics behind organic event reach: what goes on them, who posts them and when.
- Formats
Meet Me At graphic
A Meet Me At graphic is a branded event image with space for a personal photo that attendees, speakers or exhibitors post to tell their network they will be at an event.
Read the definition - Formats
I'm attending graphic
An I'm attending graphic is a branded event image with the attendee's own photo that announces on social media, usually LinkedIn, that they will be at a specific event.
Read the definition - Formats
Speaker share card
A speaker share card is a branded graphic that announces a speaker's session at an event, with their photo, name, role and talk title, made to be posted on social media.
Read the definition - Formats
Social share card
A social share card is a branded graphic that a person posts on social media to announce their connection to something, such as attending, speaking at, exhibiting at or sponsoring an event.
Read the definition - Formats
Photo frame campaign
A photo frame campaign lets people place their own photo inside a branded frame and share the result, as a post or as their profile picture, to show they support a cause, brand or event.
Read the definition - Formats
Event recap post
An event recap post is a social media post published after an event that looks back on it: what happened, what the poster learned, who they met and what comes next.
Read the definition - Formats
Job announcement graphic
A job announcement graphic is an image you post on LinkedIn to share a new job, a promotion or a new role, showing your photo, your new title and the company.
Read the definition
Strategy · 12 terms
The strategy. How events get talked about.
Advocacy, word of mouth and LinkedIn: why people promote an event and how to make it easy.
- Strategy
Attendee advocacy
Attendee advocacy is when the people going to an event promote it to their own network, usually with a personal social post that says they will be there.
Read the definition - Strategy
Social advocacy
Social advocacy is when people promote a brand, cause, product or event on social media in their own name, because they believe in it or are part of it.
Read the definition - Strategy
Employee advocacy
Employee advocacy is when employees share their company's news, content and opportunities on their own social media profiles, in their own words.
Read the definition - Strategy
Word-of-mouth marketing
Word-of-mouth marketing is any effort to get people to recommend you to people they know, in conversation, in messages or in public posts.
Read the definition - Strategy
User-generated content
User-generated content (UGC) is anything your audience creates about you: social posts, photos, videos, reviews, comments or recaps, made by people rather than by the brand.
Read the definition - Strategy
Organic LinkedIn marketing
Organic LinkedIn marketing is everything you do on LinkedIn to reach people without paying for ads: posts, comments, shares and conversations by your company page and, above all, by real people.
Read the definition - Strategy
LinkedIn event marketing
LinkedIn event marketing is promoting an event on LinkedIn: through posts from your company page, a LinkedIn Event page, paid ads and, most of all, posts by the people involved.
Read the definition - Strategy
Event amplification
Event amplification is everything that carries an event beyond the people in the room: posts by speakers, attendees and partners, shared content, recordings and coverage that reach their networks.
Read the definition - Strategy
Event hashtag
An event hashtag is a short, unique tag such as #YourConf26 that everyone uses when posting about one event, so the posts can be found together.
Read the definition - Strategy
Event referral program
An event referral program gets new registrations through existing attendees: each person shares a personal, tracked link, and the organizer credits or rewards them for the people who register through it.
Read the definition - Strategy
Sponsor social media kit
A sponsor social media kit is a ready-made package of graphics, suggested captions, hashtags, links and posting dates that an event gives its sponsors so they can promote their involvement.
Read the definition - Strategy
Event marketing toolkit
An event marketing toolkit is a bundle of ready-to-use promotional material that an organizer gives speakers, sponsors, exhibitors, partners and attendees so they can promote the event.
Read the definition
Measurement · 3 terms
The numbers. How reach is counted.
Impressions, CPM and earned media value, explained without the jargon and with the formulas.
- Measurement
Earned media value
Earned media value (EMV) is an estimate of what the reach you did not pay for would have cost if you had bought it as advertising.
Read the definition - Measurement
LinkedIn impressions
LinkedIn impressions count how many times a post, ad or other piece of content was shown to people on LinkedIn.
Read the definition - Measurement
CPM
CPM, short for cost per mille, is the price of 1,000 ad impressions: what an advertiser pays for their ad to be shown a thousand times.
Read the definition
Setup · 2 terms
The setup. How the graphics are built.
The technical side: photo areas, transparent templates and running campaigns under your own brand.
- Setup
Transparent PNG template
A transparent PNG template is a graphic saved as PNG in which the photo area is cut out, so those pixels are see-through and a personal photo can sit behind the design.
Read the definition - Setup
White label
White label software is a product built by one company that runs under another company's brand, so the people using it see the second company's name, logo and web address instead of the vendor's.
Read the definition
A–Z index
Every term, alphabetically.
- Attendee advocacyAttendee advocacy is when the people going to an event promote it to their own network, usually with a personal social post that says they will be there.
- CPMCPM, short for cost per mille, is the price of 1,000 ad impressions: what an advertiser pays for their ad to be shown a thousand times.
- Earned media valueEarned media value (EMV) is an estimate of what the reach you did not pay for would have cost if you had bought it as advertising.
- Employee advocacyEmployee advocacy is when employees share their company's news, content and opportunities on their own social media profiles, in their own words.
- Event amplificationEvent amplification is everything that carries an event beyond the people in the room: posts by speakers, attendees and partners, shared content, recordings and coverage that reach their networks.
- Event hashtagAn event hashtag is a short, unique tag such as #YourConf26 that everyone uses when posting about one event, so the posts can be found together.
- Event marketing toolkitAn event marketing toolkit is a bundle of ready-to-use promotional material that an organizer gives speakers, sponsors, exhibitors, partners and attendees so they can promote the event.
- Event recap postAn event recap post is a social media post published after an event that looks back on it: what happened, what the poster learned, who they met and what comes next.
- Event referral programAn event referral program gets new registrations through existing attendees: each person shares a personal, tracked link, and the organizer credits or rewards them for the people who register through it.
- I'm attending graphicAn I'm attending graphic is a branded event image with the attendee's own photo that announces on social media, usually LinkedIn, that they will be at a specific event.
- Job announcement graphicA job announcement graphic is an image you post on LinkedIn to share a new job, a promotion or a new role, showing your photo, your new title and the company.
- LinkedIn event marketingLinkedIn event marketing is promoting an event on LinkedIn: through posts from your company page, a LinkedIn Event page, paid ads and, most of all, posts by the people involved.
- LinkedIn impressionsLinkedIn impressions count how many times a post, ad or other piece of content was shown to people on LinkedIn.
- Meet Me At graphicA Meet Me At graphic is a branded event image with space for a personal photo that attendees, speakers or exhibitors post to tell their network they will be at an event.
- Organic LinkedIn marketingOrganic LinkedIn marketing is everything you do on LinkedIn to reach people without paying for ads: posts, comments, shares and conversations by your company page and, above all, by real people.
- Photo frame campaignA photo frame campaign lets people place their own photo inside a branded frame and share the result, as a post or as their profile picture, to show they support a cause, brand or event.
- Social advocacySocial advocacy is when people promote a brand, cause, product or event on social media in their own name, because they believe in it or are part of it.
- Social share cardA social share card is a branded graphic that a person posts on social media to announce their connection to something, such as attending, speaking at, exhibiting at or sponsoring an event.
- Speaker share cardA speaker share card is a branded graphic that announces a speaker's session at an event, with their photo, name, role and talk title, made to be posted on social media.
- Sponsor social media kitA sponsor social media kit is a ready-made package of graphics, suggested captions, hashtags, links and posting dates that an event gives its sponsors so they can promote their involvement.
- Transparent PNG templateA transparent PNG template is a graphic saved as PNG in which the photo area is cut out, so those pixels are see-through and a personal photo can sit behind the design.
- User-generated contentUser-generated content (UGC) is anything your audience creates about you: social posts, photos, videos, reviews, comments or recaps, made by people rather than by the brand.
- White labelWhite label software is a product built by one company that runs under another company's brand, so the people using it see the second company's name, logo and web address instead of the vendor's.
- Word-of-mouth marketingWord-of-mouth marketing is any effort to get people to recommend you to people they know, in conversation, in messages or in public posts.
Put it to work
Free tools that go with the glossary.
Read the definition, then try it. No login, and everything runs in your browser.
Speaker card generator
Turn a headshot and a talk title into a speaker announcement graphic.
Make a speaker cardJob announcement generator
A new job or promotion post with your photo, title and company logo.
Make an announcementEvent reach calculator
Impressions and earned media value of attendee posts, with your own numbers.
Calculate your reachLinkedIn caption generator
Three ready captions for attendees, speakers, sponsors or your team.
Write a captionGlossary FAQ
Questions. Answered.
Related topics
- Attendee advocacy
- Social advocacy
- Employee advocacy
- Meet Me At graphic
- Earned media value
- LinkedIn impressions
Attendee advocacy is when the people going to an event promote it to their own network, usually with a personal social post that says they will be there. Speakers, sponsors and exhibitors count too. The organizer supplies a branded graphic, a link and a caption; each person adds what no brand can: their face, name and reason for going.
Social advocacy is when people promote a brand, cause, product or event on social media in their own name, because they believe in it or are part of it. Employee advocacy is when employees share their company's news, content and opportunities on their own social media profiles, in their own words. So employee advocacy is one kind of social advocacy, next to customer, member and attendee advocacy.
A Meet Me At graphic is a branded event image with space for a personal photo that attendees, speakers or exhibitors post to tell their network they will be at an event. The organizer designs it once and shares one link; each person adds their own photo and posts it with a short caption.
A speaker share card is a branded graphic that announces a speaker's session at an event, with their photo, name, role and talk title, made to be posted on social media. The event posts it to present its lineup, and the speaker posts it to tell their own network, which is usually where most of its reach comes from.
Organic LinkedIn marketing is everything you do on LinkedIn to reach people without paying for ads: posts, comments, shares and conversations by your company page and, above all, by real people. For events, the strongest organic channel is the personal network of your team, speakers, sponsors and attendees.
The usual formula: EMV = earned impressions ÷ 1,000 × the CPM you would pay for comparable ads. CPM is the cost per 1,000 impressions on that channel. Earned media value (EMV) is an estimate of what the reach you did not pay for would have cost if you had bought it as advertising.
LinkedIn impressions count how many times a post, ad or other piece of content was shown to people on LinkedIn. One person can create several impressions by seeing the same post more than once, so impressions are a measure of visibility, not of unique people, attention or interest. Reach and engagement are separate numbers.
CPM, short for cost per mille, is the price of 1,000 ad impressions: what an advertiser pays for their ad to be shown a thousand times. Mille is Latin for thousand. CPM is how paid reach is priced and compared across channels, and it is the second input, next to impressions, when you estimate earned media value.
Valentin Spörk and Tammo Elsner, the co-founders of Go Spread, who both run events themselves. Every term page names its author, shows when it was last updated and lists its sources.
From definition to your first campaign.
Create a branded graphic, share one link, and let attendees post it on LinkedIn. Free to start, no credit card.