This event media value calculator turns your own numbers for attendee posts into an estimate of earned media value. There is no signup and nothing you type leaves your browser.
Earned media value is an estimate of what it would have cost to buy the same exposure as paid placements. When attendees post about an event, those posts reach people the organiser did not pay to reach. EMV puts a figure on that reach by pricing the impressions at a rate per 1,000, often called CPM. The figure is a model, not a measurement. Two people can enter different rates and both be honest, which is why this calculator asks for your rate instead of supplying one.
State the formula, list every input with where it came from, and show the result as a range built from a low case and a high case. Say plainly that impressions are not sales and that the posts were counted by hand or self-reported. A report that shows its working is easier to trust than a large single figure, and it holds up when someone asks how you got there. For sponsors, describe the exposure your event created rather than promising what it did for their business, since this calculator cannot show that.
Suppose 500 people attended, 10% posted, each posted twice, and the average post was seen 300 times. That is 50 people posting, 100 posts and 30,000 impressions. At a CPM of 5, the media value is 30,000 divided by 1,000, times 5, which is 150. These figures are the example values behind the button above and exist only to show the arithmetic. They are not typical of any event, and your own numbers will differ.
The percentage who post is the input you can influence most. People post when it is easy and when they have something worth showing. Guests who find their own photos after the event have a reason to share them, which is how attendee advocacy tends to start. Eventiere delivers photos to each guest by selfie search, and it offers "I'm attending" cards and share templates that make a post quick to write. Pre-event marketing can set up those posts before the day, post-event engagement keeps them coming afterwards, and event marketing ideas lists other ways to prompt sharing. A QR code on signage, made with the event QR code generator, sends guests straight to the event page. You can see how these pieces fit together on the features page, or read about the wider event marketing platform.
Event earned media value (EMV) is an estimate of what it would have cost to buy the same exposure through paid placements. For an event, it usually means the impressions created by attendee posts, priced at a rate per 1,000 impressions that you choose. It is an estimate built on your inputs, not a measured result.
Multiply attendees by the share who post to get the number of people posting, multiply by posts per person to get total posts, multiply by views per post to get impressions, then divide by 1,000 and multiply by your CPM. The calculator above shows each of those steps with your numbers.
Use a rate you can defend, ideally what you or your sponsor actually paid for comparable paid reach in the last year. If you have no figure, use a low one and say so in your report. This page does not supply a benchmark, because any number we suggested would be a guess.
Ask attendees or partners who posted to share their post statistics, look at the public view counts on posts that used your event tag, or use your own posts as a small sample. Treat all of these as rough, and note how you collected them.
It gives you the value side of the sum. For a return figure you would set that value against what you spent to encourage posting. Because the inputs are estimates, present the result as a range, using a low and a high set of numbers, rather than as a single exact figure.