digital marketing for #eventprofs
TRANSCRIPT
SOCIAL MEDIA: MASTERING THE BASICS
What platforms do your delegates use?
What do they use it for?
How can you add value?
How should you engage?
What do you want out of it?
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• Mobile drives over 50% of all e-commerce traffic
• More people own a mobile device than a toothbrush
• The average person has a seven second attention span
• By 2018, video will account for two thirds of mobile usage.
• Heuristic behaviour demands phatic engagement
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Source: Social Media Revolution, Erik Qualman 2015
TRACK // MEASURE // REPEAT . .
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Is it engaging, shareable, actionable?
Decide on what tools you need to gauge success:
• Facebook & Twitter tracking pixels to target communities.
• Use trackable links on all social posts.
• Google analytics to track click thrus.
• Wordpress plugins to monitor audience source & stickiness.
• Followerwonk to analyse followers.
• Radian6 (Salesforce) to analyse sentiment.
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• Not every platform suits every delegate or event
• Be prepared to try new platforms, but don’t be afraid to drop them if
they don’t work out
• Cross-pollenate & repurpose content for different audiences
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SOME FREE TOOLS TO GET YOU STARTED...
• Bitly (https://bitly.com/)
• Social Mention (www.socialmention.com)
• Google Alerts (https://www.google.com/alerts)
• Social Bro (www.socialbro.com/)
• Hootsuite (www.hootsuite.com)
TO BUILD RELATIONSHIPS, YOU NEED A CONTENT PLAN
Your content plan must consider:
• How you will measure success
• Which platforms you will use
• Frequency of content
• How you leverage staff
• Resources at your disposal
• How much you generate
• What you source from third parties
• How to maximise social sharing
• How to continue to engage before,
during and after the event
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DO NOT FALL AT THE . LAST HURDLE .
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Make sure SOMEONE is managing social media at the event.
Use an easy #hashtag to type on a smartphone.
Fave / retweet / share throughout the event.
Keep an eye out for hashtag hijacking.
Maintain a consistent tone of voice, don’t feed the trolls!
BECOME THE CENTRE OF THEIR UNIVERSE
So much potential content!
Videos
Photos
Guest blogs & vlogs
Sponsor product launches
Speaker quotes
Conference write-ups
Industry news
Interviews
Case studies
Opinion pieces
Destination info
Delegate stories
Live video
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Make it easy for contributors:
sponsors, exhibitors, speakers,
delegates and your team.
Become the #1 distributor of
everyone’s relevant content.
Amplify: give your contributors
the tools (ie sample tweets) to
share the content.
Keep tracking and analysing
how delegates engage with
different types of content.
Keep your content plan agile.
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