Published on July 30, 2009
A targeted, effective social media campaign delivering enduring value for your conference
Contents • Why use social media to promote your conference? • Adding value before the conference • Delivering value during the conference • Extending value after the conference • Timelines: what will happen, and when • Why you need an STM social media specialist managing your conference’s social media proﬁle • Interested?
Why use social media? (1 of 3) • Traditional media formats are becoming less effective as promotional channels as readership migrates elsewhere • Even those communication models we think of as ‘modern’ are being challenged: social media (Twitter, Facebook etc.) are now more popular than email • How much are you spending on email promotion? How c/o http://www.thewayoftheweb.net much on social media?
Why use social media? (2 of 3) • Social media offer: – Relationships: community-oriented, interactive communications, not one-way broadcasting – Accuracy: targeted, effective connections with your intended audience – Speed: traditional media is outclassed, outpaced – Reach: global, immediate, vast – Participation: specialists, generalists, all levels
Why use social media? (3 of 3)
Adding value before the conference (1 of 2) • Maximize pre-registration potential • Raise your conference’s visibility online • Enhance your conference’s proﬁle online • Extend promotional reach into new channels • Bolster credibility of your conference as a contemporary, relevant, ‘must-attend’ meeting • Nurture and then actualize the perception of your conference as a community-building, value-adding event
Adding value before the conference (2 of 2) • Massive increase in both proactive exposure & ‘chance-to-encounter’ your target audience via multiple daily promotional posts, building incremental interest in your event • Advance ‘spotlight’ on speakers, sessions, and facilities to familiarize delegates with the scientiﬁc programme and venue, heightening anticipation • Connecting delegates with each other and the organizers prior to the conference to ensure they get the most that they can from attending
Delivering value during the conference (1 of 3) • During registration, between sessions: – Andrew Spong [AS] will man a ‘tweet-up point’ where delegates can network and interact with their new connections – The ‘tweet-up point’ will also act as a soft data collection mechanism & listening post, allowing AS to: • Collect feedback, comments, queries, issues to inform future strategic planning • Ascertain the likelihood of delegates’ attendance in 2010/11 • Sign up non-following delegates to the conference’s on Twitter & Facebook presences
Delivering value during the conference (2 of 3) • During sessions: – AS will report from sessions using Twitter in real time (‘live tweeting’) using a pre-publicized hashtag, providing immediate media coverage hashtag
Delivering value during the conference (3 of 3) • As part of this process, AS will manage the ‘back channel’ debate that develops during the conference as delegates and followers tweet their opinions • AS will engage with non-attending parties who participate in the #hashtagged conference tweet stream in order to maximize the event’s real-time presence & inﬂuence Back channel manager of the #WHF (Westminster Health Forum) conference
Extending value after the conference • Stay in touch with your target community 365/365 rather than 1-4/365 • Post links to videos, presentations, coverage, comment, and reviews of the conference • Elicit feedback from Twitter and Facebook followers to inform 2010/11 conference planning • Enduring presence reinforces credibility of your conference’s commitment to adding value to your target community, thereby increasing the likelihood of repeat attendance & the recruiting of new delegates
Timelines: what will happen, & when (1 of 2) • Twitter presence & Facebook group created by AS with your On instruction approval. Twitter and Facebook icon links added by your webmaster to your conference’s homepage. • Initial cluster of i) target attendees identiﬁed by specialty; ii) current & previous registrants identiﬁed and followed on Twitter and Facebook. • Minimum of two Twitter posts published per day, every day (feed linked to Facebook group page), including scheduled weekend 6 months prior postings, delivering at least 60 targeted promotional opportunities during an average month • Posts to feature a mix of: conference news and updates, new clinical items of interest to your target audience, links to abstracts of new articles from your journals, as appropriate • Regular weekly sweeps of Twitter and Facebook to ﬁnd newly registered users with a potential interest your conference to follow
Timelines: what will happen, & when 6 months prior (cont.) (2 of 2) • Daily monitoring of Twitter and Facebook presences for comment and interaction • Monthly teleconference between with AS to deliver uptake report, discuss the next month’s posts concerning the conference, any other issues Conference • Continuous real-time tweeting during conference hours • Post-conference linking to presentations and enduring web content published after the event • Maintenance mode: volume of content & news published remains 6 months after consistent at c.60 items per month, with intermittent reference to 2010/11 conference as appropriate. Continuity of community development. Persistence of presence and visibility.
Why you need an STM social media specialist managing your conference’s social media proﬁle • You’ll be instructing a career STM professional who understands that conferences now need to deliver value not only to participants and organizers, but also to remote observers in order to be effective. • You’ll be instructing someone who can ensure your conference presence maintains: Relevancy | Reciprocity | Interactivity Transparency | Authenticity
Interested? Contact Andrew Spong for further details or to request an example & quotation.
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