planning an effective social media strategy for your next event - aime 2012

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Planning an Effective Social Media Strategy for Your Next Event Sarah Mitchell

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Social media is a natural fit for nearly every facet of event planning but, all too often, an ad-hoc approach reduces its effectiveness. A sound strategy for managing all social media activity increases attendance, enhances the conference experience for delegates, and improves the overall return on the event. Incorporating a case study from a major USA conference, this presentation addresses the need for a comprehensive social media strategy using several different tools including LinkedIn, Facebook and Twitter. Designed for people with experience in social networking, the session will include practical advice, hints, tips and traps to help you manage your next conference from promotion right through to wrap-up.

TRANSCRIPT

Page 1: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Planning an Effective Social Media Strategyfor Your Next Event

Sarah Mitchell

Page 2: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Introduction

Goal for Today

Provide an introduction on what to consider when developing a social media strategy

Dispel hype and confusion

Page 3: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Importance of PlanningAd-hoc approach leads to:

Infrequent activity Inconsistent messaging

Firm strategy promotes: Better attendance Interactive experience for delegates Overall return on investment

Page 4: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Turning Point: Consumers Do Their Own Research

Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table

Page 5: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Google Panda makes social media connections a bigger part of their algorithm.

Social media activity = better search engine results

Game Changer – Google Panda

Page 6: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

What Social Media Won’t Do

It won’t close deals with sponsors

It won’t generate a delegate base if

your conference sucks Probably won’t replace your current marketing strategy.

Page 7: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

What Social Media Can Do

Promote your conference to a wider (even global) audience

Establish your Authority

Expose negative aspects of your business

Page 8: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Two Things to Remember

• It’s “social” media

• You are representing your brand

Page 9: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Considerations before you start

Page 10: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

What do you want to achieve?

Listening Broadcasting Engaging

Page 11: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

You should have a content strategy,

not a social media strategy

What are you going to say?

Quality Consistency Frequency

Page 12: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Who’s going to own your social media activity?

Focus on your marketing strategy –not the tools

Hint: It shouldn’t be the youngsters in your organisation

Page 13: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

How are you going to handle criticism?

It’s not a matter of ‘if’ but ‘when’

The upside of a healthy network

Page 14: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

“Those with more years of social media experience spend more time each week conducting social media activities.”

2011 Social Media Marketing Industry Report

Are you prepared to invest the time required?

Page 15: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That Channel

Page 16: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

020406080

100

79.3 78 7177.2 87 9275.3

88 8468 70 68

LinkedIn Facebook Twitter Blogs

Usage of Tools for Business

Page 17: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Credit: Ignite Social Media based on Google

Twitter Users by Age

Page 18: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Beware of integrating tools

Recommended aids:

Tweetdeck

Sendible

How are you going to manage it?

Page 19: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Interesting Facts

People aged 30 to 39 years are most likely to use social media for business. (Stelzner) More women, than men,

engage in social media activities. (55% vs. 45%)

People love to look at pictures. 70% of all actions are related to photos or video. (HBS)

Women say more. Men reference links. (HBS)

Page 20: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Measurementsuccess/failure

Analytics Engagement Indicators

Page 21: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Measuring Influence

Page 22: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Recommendations: Before you Start

WiFi Bloggers

Graphic Designer Photographer

Pick a hashtag

Page 23: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Live tweet streams

Social media Q&A

Page 24: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012
Page 25: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

players

Core team of 4 people

Page 26: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

authentic

Page 27: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

blog strategy

Comment

Reply to comments

Page 28: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

go big

Multiple content / multiple platforms

Page 29: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

ask for feedback

Page 30: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Attend and speak at other events

Leverage personal relationships

building networks

Page 31: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

More than 17 major partners did email blasts including:

Social Media Examiner

MarketingProfs

Contra and more contra

power of partners

Page 32: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Make it easy

Pre-craft everything, leave nothing to chance

keep it simple

Page 33: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

the results

Page 34: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

the day after

Page 35: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Social Media is an asset.

Don’t shut it down when your event ends.

Be Aware

Page 36: Planning an Effective Social Media Strategy for Your Next Event - AIME 2012

Sarah Mitchell, Director – Site Content@MiningOilGasJob

www.miningoilandgasjobs.com