Boosting Engagement, Traffic and ROI with an

Editorially-Driven Approach

To Social Media Marketing

MATTHEW CIBELLISDirector of Programming, Live and Virtual

Events

April 2016

Presentation Details■ Measure quality vs. quantity—a better

way of thinking■ Leverage LinkedIn, Facebook, Twitter,

and other platforms the smart way■ Balance resources and team

responsibility to optimize results■ Tie your social media efforts to revenue■ Utilize social listening to surpass the

competition and gain massive momentum

@EdWeekEvents FollowersFacebook and Twitter

2013 2014 2015 2016

1285 13602108 2145

45135107 5582 5686

Facebook

Measure quality vs. quantity— a better way of thinking

Measure quality vs. quantity— a better way of thinking

Retweets and Engagement

Sponsor and Webinar Guest Retweets

Utilize Templateshttp://bit.ly/EWSocialmediatemplate

Social Pre-event Teasers Using PPT Presentation Images

PPT Slide Tweets

Engage Speakers, Moderators, and Sponsor’s Primary @TwitterHandles

Q&A-based Tweets

Live Tweeting

Why Canva?

+35%

+58% +166% +35% +333%

Graph created based on Education Week’s data

Image-based Canvas

Geometric-based Canvas

Canva vs. Art Department

■ 23.7% more engagements● 39.2% more

impressions than Photoshopped pics

■ 9.1% more link clicks

Balance resources and team responsibility to optimize results

■ Intern after intern■ Schedule ahead■ Organize tasks with Asana■ Tutorials (and keep them

updated)

Tie your social media efforts to ROI

Social listening to surpass the competition and gain massive momentum

■ Serious, journalist approach■ Consistent, monthly webinar and

other events program■ Robust reader interest■ Sales representatives■ Sponsors■ Retweet large Twitter handles■ Leverage your reporters’ Twitter

handles

Questions?