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Social Media for Space Events

#IAC2014 Toronto

3 October 2014

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Agenda

• Social Media Strategy• Communication Mix• Three phases of a

social media campaign• Practice

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Social Media Strategy

Mission and Vision

Corporate Strategy

Marketing Plan

Communication Plan

Social Media Plan

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Communication Mix

Communication PlanW

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Synergy between Channels

• Channels support each other• Share content• Website is central element…

At least in 2014 it is…• Each channel has its own specific

added value• Mix depends on organization type

and corporate objectives

Communication Plan

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Social Media Campaign Tools

• Depends on Objectives, Content and Audience• Each tool targets specific element of this cube

Objectives

Target AudienceContent

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Social Media terminology

Objectives

Target Audience

Content

Social Media Strategy

Content Management

Community Management

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Phases of a Social Media Campaign

Phase 1 – Before the eventPhase 2 – During the eventPhase 3 – After the event

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Phase 1 – Before the event

• ObjectiveConversion, promotion, community, service

• ContentWebsite, press releases, brochures, logistics,content calendar

• AudiencePotential speakers, exhibitors, sponsors, visitors

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Phase 2 – During the event

• ObjectiveWebcare, information, community, publicity

• ContentPhotos, live reports, video, social media mentions, press reports

• AudienceVisitors, online audience (future visitors), press

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Phase 3 – After the event

• ObjectiveWebcare, results, community, publicity,keep momentum

• ContentStatistics, blog posts, media reports, plans

• AudienceSponsors, press, brand ambassadors, future visitors

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Implementation

• Phase 1 – Strategy, resource planning, tool selection, community building, content creation, start monitoring

• Phase 2 – Live reporting, live monitoring, webcare

• Phase 3 – Analysis, community management, transfer to next event, keep momentum

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No Social Media ROI without I

• Social Media is a strategic instrument• Results depend on quality of the plan• No Social Media ROI without I

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Thank You!

@timmermansr |@WorldSpaceWeek | #WSW2014