taking your event social network literacy webinar 110712
DESCRIPTION
Taking Your Event Social: Using Social Media to Promote the Priester National Health Extension Conference This slideshare explains how we used social media to promote the Priester National Health Extension Conference before, during and after the event and how you can use social media to extend the reach of your event exponentially!TRANSCRIPT
Taking Your Event Social
Your Message: Amplified!
@[email protected] Literacy Community of PracticeNovember 7, 2012
Using Social Media to Promote the Priester National Health Extension Conference
Great Event! Goo
d idea!
“Once you can understand where the conversation is, who leads, the type of voices and the best place for you to add your voice, you can then start becoming a more active participant.” – Mitch Joel, president of Twist Image
Favorite Quote
The 15th Annual Priester National Extension Health Conference was held April 10-12, 2012
#PriesterHealth
When?
For the Priester Planning Committee
Where? Using technology to extend the reach of the conference
How? Represented unchartered territory.
We want to extend our reach!
It all starts with goals
We want more attendees!
We want to build awareness!
Now What??
Let’s Post!
Let’s Tweet!
Measuring ROI (Return on Interaction)
Hold it! Not so fast! How will you know if you met your goals?
Primary/ Secondary Conversion rates!
Determine baselines and measure moving forward!
Primary Conversion • A primary conversion represents
the ‘ultimate act of engagement’ the organization wants the audience to do.– Register for conference– Sign up to present at conference– Workshop pre-registration/attendance
Secondary Conversion • A secondary conversion represents an
‘act of engagement’ the organization wants the audience to do.– Social share or “like”– Download document/slideshare/agenda– RSS Subscription
Conversion Rates
What’s that?
Measuring your efforts
HashtagCreating a hashtag is the easiest way to keep track of what people are saying about your event
UpdatesUpdate, update, and (yes!) update!
LeverageAll social media channels where you know your audience exists
Create Good ContentCreate content around your event that pulls people in that contains a “Call to Action!”
Event PageCreate an event page (such as Lanyrd) where people can get up-to-date info
Be ResponsiveEncourage questions via SM and always respond to attendees!
Who?
You, Me, Planning Committee Members, Attendees, Colleagues, Friends, Followers
What? Conference information, keynote main points, Research briefs, Conversations with colleagues, Shared resources, etc.
When? Before, During and After Priester2012
Editorial Calendar
Blogging
12 months out
Have your team members write short blog posts for your blog, guest blogs and university websites
Webinars
9 months out
Schedule webinars with keynotes, presenters and other key people around conference topics.
Tweet-ups
6 months out
Schedule regular Tweet-ups with keynotes, presenters and other key people around conference topics.
Social Media
Posts
3 months out
Have your team members write short posts for Facebook, Twitter, Google+, etc.
Editorial Calendar
Highlights
2 months out
Create posts specifically for registration, location, keynote speakers, etc. Post/repost everywhere!
Fun things to do
1 month out
Create updates on registration , hotel, fun things to do in city, special events, etc. Post on all social media outlets.
Build Excitement
2 weeks out
Create updates on registration, agenda, any changes, travel tips, all specifics, and build excitement for conference.
Last Minute Info
The week of
Create updates on any changes, last minute info, weather, use of hashtag during conference, etc. Post on all social media outlets.
Measuring Your Results
Measure your results: Before, During and After conference.
Tweak strategy as needed to achieve desired outcomes.
Share your results with team members, stakeholders, attendees, others.
Tweet-up 3 Webinar 2 Slideshare Twubs FB & Twitter Tweet-up 2Webinar 1 Tweet-up 1 Lanyrd
LanyrdLanyrd.com/2012/priesterhealth77 Attendees 47 Speakers
1st Tweet-up 170 Tweets generated (94 Original; 58 Retweets, 18 Mentions), 46,620 impressions reached an audience of 3,490 people!
FB & Twitter
FB & Twitter accts have 58
and 211 followers
respectively
Slideshare3 presentations from the conference were featured on front page and have been DL’ed 897, 830, & 819 times!
1st Webinar78 Tweets generated (66 Original; 12 Retweets), 10,196 impressions reached an audience of 3,170 people!
3rd Tweet-up 192 Tweets generated (88 Original; 90 Retweets, 14 Mentions), 53,487 impressions reached an audience of 2,951 people!
TwubsTwubs acct for #PriesterHealth has 17 Members
2nd Webinar117 Tweets generated (65 Original; 50 Retweets, 2 Mentions), 28,419 impressions reached an audience of 5,994 people!
2nd Tweet-up 130 Tweets generated (68 Original; 51 Retweets, 11 Mentions), 32,087 impressions reached an audience of 3,738 people!
March April
#PriesterHealth Twitter Results
Tweets0
50
100
150
200
250
300242
186 179
10-Apr 11-Apr 12-Apr
• This graph represents the number of tweets sent my attendees and the technology team each day of the conference during Priester.
• The hashtag used was #PriesterHealth
#PriesterHealth Twitter Results
Followers0
2000
4000
6000
8000
100008715 8255
1878
10-Apr 11-Apr 12-Apr
• This graph represents the number of followers who saw the tweets being shared during Priester.
• Note how the numbers drastically dropped on April 12, 2012. This was due to the report being run at noon instead of the normal time (after sessions closed).
#PriesterHealth Twitter Results
Impressions 50,00052,00054,00056,00058,00060,00062,00064,00066,000
61,000
55,000
65,000
10-Apr 11-Apr 12-Apr
• This graph represents the number of impressions accumulated during Priester.
• Impressions are similar to that of a magazine ad.
• Of particular note is how the number of impressions jumped on the last day, especially since the last day was cut short with regard to measuring results.
Priester Followers & Mentions
Ease of Use
Make it EasyMake it easy for your keynote speakers, presenters, attendees and planning committee members to share their experience at your event!
Final Words
Create Memories!
MemoriesCreate a memorable experience for your keynote speakers, presenters, attendees and planning committee members
ImpressionCreate a lasting impression on your keynote speakers, presenters, attendees and planning committee members
Impression
