Planning an Effective Social Media Strategy for Your Next Event - AIME 2012
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Transcript of Planning an Effective Social Media Strategy for Your Next Event - AIME 2012
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Planning an Effective Social Media Strategyfor Your Next Event
Sarah Mitchell
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Introduction
Goal for Today
Provide an introduction on what to consider when developing a social media strategy
Dispel hype and confusion
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Importance of PlanningAd-hoc approach leads to:
Infrequent activity Inconsistent messaging
Firm strategy promotes: Better attendance Interactive experience for delegates Overall return on investment
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Turning Point: Consumers Do Their Own Research
Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity Table
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Google Panda makes social media connections a bigger part of their algorithm.
Social media activity = better search engine results
Game Changer – Google Panda
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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.
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What Social Media Can Do
Promote your conference to a wider (even global) audience
Establish your Authority
Expose negative aspects of your business
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Two Things to Remember
• It’s “social” media
• You are representing your brand
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Considerations before you start
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What do you want to achieve?
Listening Broadcasting Engaging
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You should have a content strategy,
not a social media strategy
What are you going to say?
Quality Consistency Frequency
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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
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How are you going to handle criticism?
It’s not a matter of ‘if’ but ‘when’
The upside of a healthy network
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“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?
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Percentage of Companies Using Specific Social Media Channels and/or Blogs Who Have Acquired a Customer From That Channel
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020406080
100
79.3 78 7177.2 87 9275.3
88 8468 70 68
LinkedIn Facebook Twitter Blogs
Usage of Tools for Business
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Credit: Ignite Social Media based on Google
Twitter Users by Age
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Beware of integrating tools
Recommended aids:
Tweetdeck
Sendible
How are you going to manage it?
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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)
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Measurementsuccess/failure
Analytics Engagement Indicators
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Measuring Influence
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Recommendations: Before you Start
WiFi Bloggers
Graphic Designer Photographer
Pick a hashtag
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Live tweet streams
Social media Q&A
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players
Core team of 4 people
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authentic
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blog strategy
Comment
Reply to comments
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go big
Multiple content / multiple platforms
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ask for feedback
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Attend and speak at other events
Leverage personal relationships
building networks
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More than 17 major partners did email blasts including:
Social Media Examiner
MarketingProfs
Contra and more contra
power of partners
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Make it easy
Pre-craft everything, leave nothing to chance
keep it simple
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the results
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the day after
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Social Media is an asset.
Don’t shut it down when your event ends.
Be Aware
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Sarah Mitchell, Director – Site Content@MiningOilGasJob
www.miningoilandgasjobs.com