Date post: | 13-May-2015 |
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Planning an Effective Social Media Strategyfor Your Next Event
Sarah Mitchell
Introduction
Goal for Today
Provide an introduction on what to consider when developing a social media strategy
Dispel hype and confusion
Importance of PlanningAd-hoc approach leads to:
Infrequent activity Inconsistent messaging
Firm strategy promotes: Better attendance Interactive experience for delegates Overall return on investment
Turning Point: Consumers Do Their Own Research
Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table
Google Panda makes social media connections a bigger part of their algorithm.
Social media activity = better search engine results
Game Changer – Google Panda
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.
What Social Media Can Do
Promote your conference to a wider (even global) audience
Establish your Authority
Expose negative aspects of your business
Two Things to Remember
• It’s “social” media
• You are representing your brand
Considerations before you start
What do you want to achieve?
Listening Broadcasting Engaging
You should have a content strategy,
not a social media strategy
What are you going to say?
Quality Consistency Frequency
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
How are you going to handle criticism?
It’s not a matter of ‘if’ but ‘when’
The upside of a healthy network
“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?
Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That Channel
020406080
100
79.3 78 7177.2 87 9275.3
88 8468 70 68
LinkedIn Facebook Twitter Blogs
Usage of Tools for Business
Credit: Ignite Social Media based on Google
Twitter Users by Age
Beware of integrating tools
Recommended aids:
Tweetdeck
Sendible
How are you going to manage it?
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)
Measurementsuccess/failure
Analytics Engagement Indicators
Measuring Influence
Recommendations: Before you Start
WiFi Bloggers
Graphic Designer Photographer
Pick a hashtag
Live tweet streams
Social media Q&A
players
Core team of 4 people
authentic
blog strategy
Comment
Reply to comments
go big
Multiple content / multiple platforms
ask for feedback
Attend and speak at other events
Leverage personal relationships
building networks
More than 17 major partners did email blasts including:
Social Media Examiner
MarketingProfs
Contra and more contra
power of partners
Make it easy
Pre-craft everything, leave nothing to chance
keep it simple
the results
the day after
Social Media is an asset.
Don’t shut it down when your event ends.
Be Aware
Sarah Mitchell, Director – Site Content@MiningOilGasJob
www.miningoilandgasjobs.com