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Agile marketing in an academic context:
using social media at events
July 8, 2014
Danny Asling
Brand Manager at Wiley
@Asling
• The Microbiology Community
• Using Social Media at Conferences
• Broadcasting Vs. Engaging
• Social Listening
• Case Study Results
• Tips
Let’s talk about social…
The Microbiology Community
The Microbiology Community
The Microbiology Community
The Microbiology Community
STUDENTS!!
Microbiology Conferences
Microbiology Conferences
• Global conferences e.g. SGM, ASM
• Attended by both students and lecturers
• Wiley Marketing members in attendance
• Social support from editorial members and experts
Engagement:
PRE CONFERENCE > DURING CONFERENCE > POST CONFERENCE
Social Listening
Social Listening (PRE conference)
• Is there a conference hashtag?
• Who is talking about the conference?
• What are they saying?
Social Listening (PRE conference)
PEAK ANALYTICS
Tagging • Lecturer • Student
Social Listening (DURING conference)
Students…
Social Listening (DURING conference)
Fire away…
Social Listening (DURING conference)
Social Listening (POST conference)
Any unanswered questions from students?
Broadcasting Vs. Engagement
? @??? “Save 25% on office stationary for your lab #SGMMAN”
4 different versions during the week!
Case Study Results
Trialled approach for four microbiology conferences:
• 14K new followers on Twitter • 516% increase in brand mentions • 17X increase in sales of related textbooks
Summary
• Identify students and lecturers • Listen • Engage (two-way), don't broadcast (push) • Answer questions and be helpful • Add value to their experience
Summary
“I’m not asking you to sell to me, I’m asking you to help me…”
Scott Stratten
Author of Unmarketing
Thank You For Listening!
Danny Asling
Brand Manager at Wiley
@Asling