Taking Your Event Social: Using Social Media to Promote the Priester National Health Extension Conference
This slideshare explains how we used social media to promote the Priester National Health Extension Conference before, during and after the event and how you can use social media to extend the reach of your event exponentially!
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
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