Social media campaign example from the Indiana Society of Association Executives (ISAE) 2013 Annual Convention.

1. Social Media
Campaign
#ISAE2013
Overview Results
Goals,
metrics,
influencers,
content and
tactics

2. #ISAE2013 Social Media Campaign
Overview

3. Overview
#ISAE2013 Social Media Campaign
The Indiana Society of Association Executives (ISAE) holds an
Annual Convention & Golf Outing each July. The two-day event
offers multiple professional development and networking
opportunities to 150+ association professionals along with those
who provide products or services to the industry. The main
objective each year is to increase overall awareness of the
convention, increase event attendance and attract new
members to the association. For the 2013 convention, a social
media campaign was established to run from March-July as part
of an overall event marketing strategy. The social media
campaign outlined separate goals, metrics to track, targeted
influencers to reach, content to share and tactics. In 2013, Visit
Bloomington and ISAE welcomed a record setting 175
attendees, the most out-of-town convention attendees in the
association’s history. In addition to the record attendance,
overall engagement was up as well as increased traffic to all
social channels and website.

4. Goals, metrics,
influencers, content
and tactics
#ISAE2013 Social Media Campaign

5. GOALS
• Increase traffic to the event website
by 15% through social posts
• Increase engagement from
attendees during the event to more
than 50% social participation
• Increase growth of all social media
channels by 10%
• Build awareness around the
convention and ISAE’s brand by
promoting the event hashtag
#ISAE2013
• Increase registrations by 10% from
2012
#ISAE2013 Social Media Campaign

6. METRICS
Acquisition
• Social referrals
• Site visits for event and registration page
• Track shortened links posted through social
• Use website analytics to show referrals from
social to event site
Engagement
• Track likes, shares and retweets
• Track hashtag and mentions before and
during event
• Track growth in all social channels throughout
campaign
Reach
• Track Impressions
• Track total reach through Facebook and Twitter
#ISAE2013 Social Media Campaign

7. TARGET INFLUENCERS
• Session speakers
• Large associations/CEOs and
marketing professionals
• Event sponsors (company
profiles)
• Bloomington representatives
(officials and/or CVB reps)
• Bloomington businesses
#ISAE2013 Social Media Campaign

8. CONTENT
• Speaker videos, podcasts
and session preview clips
• Photos/images
• Prezi Presentation
• Blogs and other articles
from speakers, attendees
and staff
#ISAE2013 Social Media Campaign

9. TACTICS
• Develop fresh content to share on social including registration
calls to action (CTAs)
-blog articles, podcasts and/or teaser clips from event
speakers around session topics (tag speakers)
-Infographics, other videos and photos
-Prezi presentation
• Partner with Visit Bloomington and host locations to share
#ISAE2013 content
-Uptown Café
-Nick’s English Hut
-FarmBloomington
-Oliver Winery and Upland Brewing Co.
• Locate top ISAE influencers (speakers, suppliers, city official
and/or sponsors) to spread awareness and promote hashtag
• Set up a social media booth and offer a registration giveaway
on social and at networking event prior to event
-Social follow: follow or like ISAE for a chance to win a
free registration
-Facebook post: like and share a comment for chance
to win free registration
-Twitter post: retweet or share post with hashtag
for chance to win free registration
• Offer an on-site social booth at convention with “social
experts” consulting and promoting ISAE social channels
• Promote #ISAE2013 hashtag in other communications
-Emails
-Print materials
-On-site signage
• Promote use of social through the event app specifically
encouraging use of #ISAE2013 at event
#ISAE2013 Social Media Campaign

10. TIMELINE
Social Media Activity Target Date
LinkedIn, Twitter Call for speakers- reach out to influencers as potential speakers December ‘12
Facebook Event logo reveal- change out in cover photo Early March
Facebook, Twitter Convention website preview and registration opens Early March
Supplier LinkedIn Group &
Facebook
Sponsorship solicitation [CTA] 3/5
Facebook, Twitter, LinkedIn Save the date and hashtag posts begin [CTA] Late March
Facebook, Twitter Early-registration (registration goes live) posts begin [CTA] Late March
YouTube, Twitter, Facebook What attendees from last year had to say video posts Early –Mid April
Facebook, Twitter Convention walkthrough Prezi posts and hashtag push April-July
Facebook, Twitter, LinkedIn &
YouTube
Guest blogs/podcasts/videos from speaker collected and scheduled for social [CTA] May-July
Facebook & Twitter Facebook promoted post- free giveaway promotion at 5:05 event begins May- Early June
Facebook, Twitter, LinkedIn Speaker blog shares via social [CTA] May-July
YouTube Speaker short video session teasers uploaded/promoted [CTA] Early June
Facebook, Twitter 5:05 Networking Event on-site social booth- giveaway June 15
Facebook, Twitter, LinkedIn Announcement of giveaway- photos and tagging of winners June 15
Facebook & Twitter Social media booth (on-site) promotion begins [CTA] Early June
Facebook, Twitter Last chance registration and app download push [CTA] Early July
Social sign with event hashtag created and ordered for on-site Early June
On-site social “champions” confirmed- marketing committee attendees Early July
On-site social booth staffed- Visit Bloomington Interns/social experts Early July
On-site social monitoring and live posting July 16-18
Post-convention reporting- metrics tracked for reporting July 21-23
Facebook, Twitter, LinkedIn Post-convention summary- from social (blog) July 21-23
#ISAE2013 Social Media Campaign

11. #ISAE2013
CONTENT
EXAMPLES

12. YouTube Videos
Video Shares
Session teaser videos were
created and promoted
through social using
#ISAE2013. Speakers were
solicited to create the
videos and publish on their
channels as well as ISAE’s.

13. Blogs
Blog Shares
Blogs written by speakers
were published and shared
through social to promote
individual sessions.
Post Event Social
Recap
Post event write-ups with
quotes from attendees
were shared as well as a
post event recap based on
tweets alone.

14. Social Posts
Twitter Mentions,
Tags & Facebook
Posts
Multiple posts were
scheduled around the event
including: registration
giveaways, app downloads,
speaker highlights,
blog/video shares, and more.
Multiple posts from ISAE
tagged top influencers and
questions were asked on
Facebook to increase
engagement. CTAs were
placed to increase
registrations from social
specifically.
LinkedIn Posts
Event related blogs,
speaker videos and
major announcements
were published to the
LinkedIn page.

15. Prezi and Photos
Prezi Share
A prezi convention
walkthrough was
shared through all
channels and also
promoted #ISAE2013
Photos
Photos were shared to
promote the event in
addition to the
multiple photos shared
during and even after
the event by
attendees.

16. Giveaways
Twitter & Facebook
Giveaways
Registration giveaways
were promoted at an onsite
networking event the
month before convention. A
social media table was
equipped with computers
and iPads to encourage
social sharing for the free
registration giveaway.

17. Promoting Social
Email Promotion
Emails were sent promoting
the use of social at the
event and included a list of
speakers/sponsors to
follow. #ISAE2013 was also
included in every event
email communication
Event App
Promotion
Social posts were scheduled
promoting the download
and use of social through
the event app itself.

18. Promoting Social
On-site Event
Signage
We utilized a social media
sign to promote the use of
#ISAE2013 and encouraged
attendees to “join the
conversation.”
On-site Event Social
Media Booth
We promoted a social
media booth during the
convention expo and
promoted through push
notifications via the app
and social posts.

19. Results
#ISAE2013 Social Media Campaign
View the results here.

20. Sarah Rosenberger
317.513.7231
sarah.e.rosenberger@gmail.com
Sarahrosenberger.com
@SarahIndygal
Social Media
Campaign
#ISAE2013
CONTACT