How #Smmw16 Earned a Billion Impressions In 3 days

How Social Media Marketing World 2016 (#SMMW16) Earned Almost A Billion

Twitter Impressions In 3 Days

Check out Keyhole; social media analytics tool for hashtag, keyword and account tracking

Engaging attendees on social media can be the measure of an event’s

success.

Social Media Marketing World 2016 is a case study on how to

use Twitter to spur online activity. In three days, its

official hashtag — #SMMW16 — racked up

968,410,796 impressions.

http://keyhole.co/?utm_source=slideshare&utm_medium=slides&utm_campaign=externalslides


Discouraged One-and-Done

TweetingHarnessed Influencers

Used a Short Hashtag

Offered Incentives to Post with #SMMW16

Discouraged One-and-Done

TweetingHarnessed Influencers

Used a Short Hashtag

Offered Incentives to Post with #SMMW16

These are the key points how the meetup dominated the Twittersphere, which you can use to amplify your next event



As the purpose of a hashtag is to drive and categorize conversations, tweeting once and

ignoring resulting discussions can limit its effectiveness.

Social Media Marketing World Discouraged One-and-Done Tweeting



SMMW organizers encouraged attendees to frequently post and interact with each other by positioning Twitter as the go-to

communication platform. They did this by:

➢ Featuring keynote speakers allowing guests to ask questions and interact with them

➢ Selling virtual tickets, making social media the easiest way for customers to talk to other guests

➢ Offering incentives to tweet (which will be covered later in the presentation)



In total, #SMMW16 saw almost 70,000 tweets from more than

13,000 users.



Activity from influencers — thought-leaders with large online followings — is largely responsible for earning almost a billion

impressions for #SMMW16.

Whereas the typical Twitter user has less than 210 followers, influencers can have thousands or millions.

SMMW Harnessed Influencers



Top five #SMMW16 posters, in terms of total impressions during the event

and a month leading up to it:



IPP (impressions per post)--The metric averages the number of impressions a user generates with a single tweet:



Using a short hashtag makes it easier to tweet, which helps boost activity. #SMMW16 only takes up

eight out of 140 characters allowing people to easily post their thoughts, instead of struggling to work

within Twitter’s limit.

SMMW Used a Short Hashtag



According Buddy Media you shouldn’t include more than two

hashtags per tweet:



Plus, a short hashtag is also easier to type and remember than a long one. #SMMW16 is self-

explanatory and to-the-point. It doesn’t need to be longer and couldn’t be shorter.

You likely won’t see much activity if a hashtag too difficult to key into a smartphone.



Sometimes, the biggest challenge to running an event that’s a social media smash is the first hurdle:

Getting attendees to post.

A plan to incentivize attendees to take to social media is needed, especially if audience members aren’t closely connected to their social profiles.

SMMW Offered Incentives to Post with #SMMW16



To encourage tweeting, try:

➢ Offering prizes (such as a free trial, to the most engaged users)

➢ Awarding coupons (people who follow one of your social accounts)

➢ Giving perks- discounts (the person who posts the top tweet)



SMMW overcame this obstacle due its audience’s interest in social networks.

They used the hashtag to:

➢ Share their original and relevant content pieces, bringing traffic to their profiles and websites

➢ Interact with social media thought-leaders by asking questions or demonstrating their own social savvy

➢ Make connections with peers and other like-minded users

★ #SMMW16 hit a peak of almost 4,000 posts within the span of an hour on April 18.



The bulk of people who tweeted about — and during — presentations and

workshops, almost ⅔ of posts came from mobile devices.



Social Media Marketing World 2016 generated almost a billion Twitter impressions in three days by:

➢ Incentivizing users to post, ensuring a select few weren’t dominating online conversations

➢ Crafting a short, easy-to-remember hashtag➢ Getting influencers to regularly tweet with the official hashtag

➢ Encouraging guests to tweet more than once and interact with each other

In Short

A billion impressions is a lofty target. But with the right combination of guests, thought-leaders and motivations to tweet, it may be more realistic than you

think.



keyhole.co/blog @keyholeco

Keyhole.co | LinkedIn


http://keyhole.co/blog/

https://www.linkedin.com/company/5036541?trk=tyah&trkInfo=clickedVertical:company,clickedEntityId:5036541,idx:2-3-4,tarId:1464368463057,tas:keyhole


Marcus Guido Content Marketing Specialist

Marcus creates Keyhole’s content and oversees media relations, successfully pitching social media data to authoritative publications.

Husnia AdelMarketing Co-ordinator

Husnia helps create Keyhole’s marketing strategies to secure traffic and boost online authority.

Jesse Quist Head of Marketing

Jesse manages the marketing team and draws up strategies to increase reach and exposure.

@JustAGuido @KingQuistMarcus Guido Linkedin Husnia Adel Linkedin Jesse Quist Linkedin


https://www.linkedin.com/in/marcus-guido-content-marketer-a7b08349

https://www.linkedin.com/in/husnia-adel-aa36b3a6

https://www.linkedin.com/in/jessequist

How #Smmw16 Earned a Billion Impressions In 3 days

Marketing

Transcript of How #Smmw16 Earned a Billion Impressions In 3 days