taking your event social network literacy webinar 110712

Taking Your Event Social

Your Message: Amplified!

@Marissa_StoneMarissa.Stone@gmail.comNetwork Literacy Community of PracticeNovember 7, 2012

Using Social Media to Promote the Priester National Health Extension Conference

Great Event! Goo

d idea!

“Once you can understand where the conversation is, who leads, the type of voices and the best place for you to add your voice, you can then start becoming a more active participant.” – Mitch Joel, president of Twist Image

Favorite Quote

The 15th Annual Priester National Extension Health Conference was held April 10-12, 2012

#PriesterHealth

When?

For the Priester Planning Committee

Where? Using technology to extend the reach of the conference

How? Represented unchartered territory.

We want to extend our reach!

It all starts with goals

We want more attendees!

We want to build awareness!

Now What??

Let’s Post!

Let’s Tweet!

Measuring ROI (Return on Interaction)

Hold it! Not so fast! How will you know if you met your goals?

Primary/ Secondary Conversion rates!

Determine baselines and measure moving forward!

Primary Conversion • A primary conversion represents

the ‘ultimate act of engagement’ the organization wants the audience to do.– Register for conference– Sign up to present at conference– Workshop pre-registration/attendance

Secondary Conversion • A secondary conversion represents an

‘act of engagement’ the organization wants the audience to do.– Social share or “like”– Download document/slideshare/agenda– RSS Subscription

Conversion Rates

What’s that?

Measuring your efforts

HashtagCreating a hashtag is the easiest way to keep track of what people are saying about your event

UpdatesUpdate, update, and (yes!) update!

LeverageAll social media channels where you know your audience exists

Create Good ContentCreate content around your event that pulls people in that contains a “Call to Action!”

Event PageCreate an event page (such as Lanyrd) where people can get up-to-date info

Be ResponsiveEncourage questions via SM and always respond to attendees!

Who?

You, Me, Planning Committee Members, Attendees, Colleagues, Friends, Followers

What? Conference information, keynote main points, Research briefs, Conversations with colleagues, Shared resources, etc.

When? Before, During and After Priester2012

Editorial Calendar

Blogging

12 months out

Have your team members write short blog posts for your blog, guest blogs and university websites

Webinars

9 months out

Schedule webinars with keynotes, presenters and other key people around conference topics.

Tweet-ups

6 months out

Schedule regular Tweet-ups with keynotes, presenters and other key people around conference topics.

Social Media

Posts

3 months out

Have your team members write short posts for Facebook, Twitter, Google+, etc.

Editorial Calendar

Highlights

2 months out

Create posts specifically for registration, location, keynote speakers, etc. Post/repost everywhere!

Fun things to do

1 month out

Create updates on registration , hotel, fun things to do in city, special events, etc. Post on all social media outlets.

Build Excitement

2 weeks out

Create updates on registration, agenda, any changes, travel tips, all specifics, and build excitement for conference.

Last Minute Info

The week of

Create updates on any changes, last minute info, weather, use of hashtag during conference, etc. Post on all social media outlets.

Measuring Your Results

Measure your results: Before, During and After conference.

Tweak strategy as needed to achieve desired outcomes.

Share your results with team members, stakeholders, attendees, others.

Tweet-up 3 Webinar 2 Slideshare Twubs FB & Twitter Tweet-up 2Webinar 1 Tweet-up 1 Lanyrd

LanyrdLanyrd.com/2012/priesterhealth77 Attendees 47 Speakers

1st Tweet-up 170 Tweets generated (94 Original; 58 Retweets, 18 Mentions), 46,620 impressions reached an audience of 3,490 people!

FB & Twitter

FB & Twitter accts have 58

and 211 followers

respectively

Slideshare3 presentations from the conference were featured on front page and have been DL’ed 897, 830, & 819 times!

1st Webinar78 Tweets generated (66 Original; 12 Retweets), 10,196 impressions reached an audience of 3,170 people!

3rd Tweet-up 192 Tweets generated (88 Original; 90 Retweets, 14 Mentions), 53,487 impressions reached an audience of 2,951 people!

TwubsTwubs acct for #PriesterHealth has 17 Members

2nd Webinar117 Tweets generated (65 Original; 50 Retweets, 2 Mentions), 28,419 impressions reached an audience of 5,994 people!

2nd Tweet-up 130 Tweets generated (68 Original; 51 Retweets, 11 Mentions), 32,087 impressions reached an audience of 3,738 people!

March April

#PriesterHealth Twitter Results

Tweets0

50

100

150

200

250

300242

186 179

10-Apr 11-Apr 12-Apr

• This graph represents the number of tweets sent my attendees and the technology team each day of the conference during Priester.

• The hashtag used was #PriesterHealth

#PriesterHealth Twitter Results

Followers0

2000

4000

6000

8000

100008715 8255

1878

10-Apr 11-Apr 12-Apr

• This graph represents the number of followers who saw the tweets being shared during Priester.

• Note how the numbers drastically dropped on April 12, 2012. This was due to the report being run at noon instead of the normal time (after sessions closed).

#PriesterHealth Twitter Results

Impressions 50,00052,00054,00056,00058,00060,00062,00064,00066,000

61,000

55,000

65,000

10-Apr 11-Apr 12-Apr

• This graph represents the number of impressions accumulated during Priester.

• Impressions are similar to that of a magazine ad.

• Of particular note is how the number of impressions jumped on the last day, especially since the last day was cut short with regard to measuring results.

Priester Followers & Mentions

Ease of Use

Make it EasyMake it easy for your keynote speakers, presenters, attendees and planning committee members to share their experience at your event!

Final Words

Create Memories!

MemoriesCreate a memorable experience for your keynote speakers, presenters, attendees and planning committee members

ImpressionCreate a lasting impression on your keynote speakers, presenters, attendees and planning committee members

Impression

• @Marissa_Stone– Marissa.stone@gmail.com

Questions/Comments?