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Taking Your Event Social
Using Social Media to Promote the Priester National Health Extension Conference



  Great
  Event
  !
                 Good
                 idea!




                                    @Marissa_Stone
                                    Marissa.Stone@gmail.com
                                    Network Literacy Community of Practice
                                    November 7, 2012
“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
How?
       Represented unchartered territory.



         Where?           Using technology to extend
                          the reach of the conference




                                 When?
                             For the Priester
                             Planning Committee
We want
We want to   We want to        more
extend our   build             attendees!
reach!       awareness!




                  It all starts with goals
Let’s Tweet!




               Let’s Post!




                             Now What??
Hold it! Not so
        fast! How will    Primary/
        you know if you   Secondary
        met your goals?   Conversion
                          rates!
                                       Determine
                                       baselines and
                                       measure
                                       moving
                                       forward!

Measuring ROI (Return on Interaction)
Conversion Rates
Primary Conversion                              Secondary Conversion
•   A primary conversion represents             •   A secondary conversion represents an
    the ‘ultimate act of engagement’                ‘act of engagement’ the organization
    the organization wants the                      wants the audience to do.
    audience to do.                                  –   Social share or “like”
     –   Register for conference                     –   Download document/slideshare/agenda
     –   Sign up to present at conference            –   RSS Subscription
     –   Workshop pre-registration/attendance
             What’s                                                  Measuring
             that?                                                   your
                                                                     efforts
Leverage
                             All social media channels where
                             you know your audience exists


Updates
Update, update, and (yes!)
update!


                             Hashtag
                             Creating a hashtag is the easiest
                             way to keep track of what people
                             are saying about your event
Be Responsive
                                Encourage questions via SM and
                                always respond to attendees!


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

                                Create Good Content
                                Create content around your event
                                that pulls people in that contains a
                                “Call to Action!”
When?   Before, During and After Priester2012




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




                                                Who?
                                         You, Me, Planning Committee
                                         Members, Attendees, Colleague
                                         s, Friends, Followers
Editorial Calendar




12 months out                   9 months out               6 months out                   3 months out

Have your team members       Schedule webinars with     Schedule regular Tweet-ups   Have your team members
write short blog posts for   keynotes, presenters and   with keynotes, presenters    write short posts for
your blog, guest blogs and   other key people around    and other key people         Facebook, Twitter, Google+,
university websites          conference topics.         around conference topics.    etc.
Editorial Calendar




    2 months out                     1 month out                    2 weeks out                    The week of

Create posts specifically for   Create updates on               Create updates on            Create updates on any
registration, location, keyno   registration , hotel, fun       registration, agenda, any    changes, last minute
te speakers, etc.               things to do in city, special   changes, travel tips, all    info, weather, use of
Post/repost everywhere!         events, etc. Post on all        specifics, and build         hashtag during
                                social media outlets.           excitement for conference.   conference, etc. Post on all
                                                                                             social media outlets.
Share your
                                     results with
Measure your       Tweak strategy    team
                   as needed to      members, stake
results: Before,
                   achieve desired   holders, attend
During and
                   outcomes.         ees, others.
After
conference.
                     Measuring Your Results
3rd Tweet-up
                                                                192 Tweets
                                                                generated (88
                                                                Original; 90                                                        FB &
                                                                Retweets, 14                                                       Twitter
                                       1st Webinar                                                     Slideshare
                                                                Mentions), 53,487                                              FB & Twitter
                                                                                                       3 presentations
Lanyrd                                 78 Tweets generated      impressions reached                                           accts have 58
                                                                                                       from the conference
Lanyrd.com/2012/priesterhealth         (66 Original; 12         an audience of 2,951                                                and 211
                                                                                                       were featured on
77 Attendees 47 Speakers               Retweets), 10,196        people!                                                            followers
                                                                                                       front page and have
                                       impressions reached an                                                                   respectively
                                                                                                       been DL’ed
                                       audience of 3,170
                                                                                                       897, 830, & 819
                                       people!
                                                                                                       times!
                                                                                                                                      FB &
      Lanyrd        Tweet-up 1 Webinar 1             Tweet-up 2 Tweet-up 3             Webinar 2   Slideshare       Twubs
                                                                                                                                     Twitter

   March                               2nd Tweet-up                                                                                   April
                                       130 Tweets generated
                                       (68 Original; 51
                                       Retweets, 11
                                       Mentions), 32,087
                                       impressions reached an
                                       audience of 3,738
                                       people!
                                                                     2nd Webinar
                                                                     117 Tweets generated
           1st Tweet-up                                              (65 Original; 50
           170 Tweets generated (94                                  Retweets, 2                                  Twubs
           Original; 58 Retweets, 18                                 Mentions), 28,419                            Twubs acct for
           Mentions), 46,620                                         impressions reached an                       #PriesterHealth has 17
           impressions reached an                                    audience of 5,994                            Members
           audience of 3,490 people!                                 people!
#PriesterHealth Twitter Results
•   This graph represents the number of
                                           300
    tweets sent my attendees and the
    technology team each day of the               242
                                           250
    conference during Priester.
                                           200               186        179
•   The hashtag used was #PriesterHealth
                                           150
                                           100
                                           50
                                             0
                                                           Tweets

                                                 10-Apr   11-Apr    12-Apr
#PriesterHealth Twitter Results
•   This graph represents the number of
    followers who saw the tweets being
                                          10000     8715
    shared during Priester.
                                                              8255
                                          8000
•   Note how the numbers drastically
    dropped on April 12, 2012. This was
    due to the report being run at noon
                                          6000
    instead of the normal time (after
    sessions closed).                     4000
                                                                         1878
                                          2000
                                             0
                                                            Followers

                                                  10-Apr   11-Apr    12-Apr
#PriesterHealth Twitter Results
•   This graph represents the number of                                          65,000
    impressions accumulated during
                                              66,000
    Priester.                                 64,000
•   Impressions are similar to that of a      62,000     61,000
    magazine ad.                              60,000
•   Of particular note is how the number of
                                              58,000
    impressions jumped on the last
    day, especially since the last day was    56,000                 55,000
    cut short with regard to measuring        54,000
    results.
                                              52,000
                                              50,000
                                                                  Impressions

                                                       10-Apr     11-Apr      12-Apr
Priester Followers & Mentions
Final Words




Memories                          Impression                        Make it Easy
Create a memorable experience     Create a lasting impression on    Make it easy for your keynote
for your keynote                  your keynote                      speakers, presenters, attendees and
speakers, presenters, attendees   speakers, presenters, attendees   planning committee members to
and planning committee            and planning committee            share their experience at your event!
members                           members
Taking your event social network literacy webinar 110712
Questions/Comments?




                      • @Marissa_Stone
                        – Marissa.stone@gmail.com

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Taking your event social network literacy webinar 110712

  • 1. Taking Your Event Social Using Social Media to Promote the Priester National Health Extension Conference Great Event ! Good idea! @Marissa_Stone Marissa.Stone@gmail.com Network Literacy Community of Practice November 7, 2012
  • 2. “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
  • 3. The 15th Annual Priester National Extension Health Conference was held April 10-12, 2012 #PriesterHealth
  • 4. How? Represented unchartered territory. Where? Using technology to extend the reach of the conference When? For the Priester Planning Committee
  • 5. We want We want to We want to more extend our build attendees! reach! awareness! It all starts with goals
  • 6. Let’s Tweet! Let’s Post! Now What??
  • 7. Hold it! Not so fast! How will Primary/ you know if you Secondary met your goals? Conversion rates! Determine baselines and measure moving forward! Measuring ROI (Return on Interaction)
  • 8. Conversion Rates Primary Conversion Secondary Conversion • A primary conversion represents • A secondary conversion represents an the ‘ultimate act of engagement’ ‘act of engagement’ the organization the organization wants the wants the audience to do. audience to do. – Social share or “like” – Register for conference – Download document/slideshare/agenda – Sign up to present at conference – RSS Subscription – Workshop pre-registration/attendance What’s Measuring that? your efforts
  • 9. Leverage All social media channels where you know your audience exists Updates Update, update, and (yes!) update! Hashtag Creating a hashtag is the easiest way to keep track of what people are saying about your event
  • 10. Be Responsive Encourage questions via SM and always respond to attendees! Event Page Create an event page (such as Lanyrd) where people can get up-to-date info Create Good Content Create content around your event that pulls people in that contains a “Call to Action!”
  • 11. When? Before, During and After Priester2012 What? Conference information, keynote main points, Research briefs, Conversations with colleagues, Shared resources, etc. Who? You, Me, Planning Committee Members, Attendees, Colleague s, Friends, Followers
  • 12. Editorial Calendar 12 months out 9 months out 6 months out 3 months out Have your team members Schedule webinars with Schedule regular Tweet-ups Have your team members write short blog posts for keynotes, presenters and with keynotes, presenters write short posts for your blog, guest blogs and other key people around and other key people Facebook, Twitter, Google+, university websites conference topics. around conference topics. etc.
  • 13. Editorial Calendar 2 months out 1 month out 2 weeks out The week of Create posts specifically for Create updates on Create updates on Create updates on any registration, location, keyno registration , hotel, fun registration, agenda, any changes, last minute te speakers, etc. things to do in city, special changes, travel tips, all info, weather, use of Post/repost everywhere! events, etc. Post on all specifics, and build hashtag during social media outlets. excitement for conference. conference, etc. Post on all social media outlets.
  • 14. Share your results with Measure your Tweak strategy team as needed to members, stake results: Before, achieve desired holders, attend During and outcomes. ees, others. After conference. Measuring Your Results
  • 15. 3rd Tweet-up 192 Tweets generated (88 Original; 90 FB & Retweets, 14 Twitter 1st Webinar Slideshare Mentions), 53,487 FB & Twitter 3 presentations Lanyrd 78 Tweets generated impressions reached accts have 58 from the conference Lanyrd.com/2012/priesterhealth (66 Original; 12 an audience of 2,951 and 211 were featured on 77 Attendees 47 Speakers Retweets), 10,196 people! followers front page and have impressions reached an respectively been DL’ed audience of 3,170 897, 830, & 819 people! times! FB & Lanyrd Tweet-up 1 Webinar 1 Tweet-up 2 Tweet-up 3 Webinar 2 Slideshare Twubs Twitter March 2nd Tweet-up April 130 Tweets generated (68 Original; 51 Retweets, 11 Mentions), 32,087 impressions reached an audience of 3,738 people! 2nd Webinar 117 Tweets generated 1st Tweet-up (65 Original; 50 170 Tweets generated (94 Retweets, 2 Twubs Original; 58 Retweets, 18 Mentions), 28,419 Twubs acct for Mentions), 46,620 impressions reached an #PriesterHealth has 17 impressions reached an audience of 5,994 Members audience of 3,490 people! people!
  • 16. #PriesterHealth Twitter Results • This graph represents the number of 300 tweets sent my attendees and the technology team each day of the 242 250 conference during Priester. 200 186 179 • The hashtag used was #PriesterHealth 150 100 50 0 Tweets 10-Apr 11-Apr 12-Apr
  • 17. #PriesterHealth Twitter Results • This graph represents the number of followers who saw the tweets being 10000 8715 shared during Priester. 8255 8000 • Note how the numbers drastically dropped on April 12, 2012. This was due to the report being run at noon 6000 instead of the normal time (after sessions closed). 4000 1878 2000 0 Followers 10-Apr 11-Apr 12-Apr
  • 18. #PriesterHealth Twitter Results • This graph represents the number of 65,000 impressions accumulated during 66,000 Priester. 64,000 • Impressions are similar to that of a 62,000 61,000 magazine ad. 60,000 • Of particular note is how the number of 58,000 impressions jumped on the last day, especially since the last day was 56,000 55,000 cut short with regard to measuring 54,000 results. 52,000 50,000 Impressions 10-Apr 11-Apr 12-Apr
  • 20. Final Words Memories Impression Make it Easy Create a memorable experience Create a lasting impression on Make it easy for your keynote for your keynote your keynote speakers, presenters, attendees and speakers, presenters, attendees speakers, presenters, attendees planning committee members to and planning committee and planning committee share their experience at your event! members members
  • 22. Questions/Comments? • @Marissa_Stone – Marissa.stone@gmail.com