3. Why content strategy?
• How are you talking to your
community/potential attendees?
• Give them information they want/need to
keep them engaged with you
• Stop just asking them to buy from you
• Make use of all of your resources
• Unique experiences in each platform
7. Where does content come from?
Editorial Dept
• Magazine + Onsite News
Marketing Dept
•Printed pieces + Website
language
Learning Dept
•Session tracks and general
session speakers
Expo Dept
•Logistics + special event
information
Public Relations Dept
•What’s in the news about
conference/industry
Member services Dept
•Volunteer activity
Foundation/Policy Depts
•Fundraising Events
15. Facebook
• Write 2-3 sentences at most
• Videos and pictures are essential
• Links with thumbnail pictures
• Ask open ended questions
• Pull relevant news articles
16. Facebook Questions
• What was your favorite part of last year’s
conference?
• What are you most looking forward to?
• How will you be traveling to the conference?
• What is your favorite takeaway from today’s
general session?
• What was your favorite “What ___ say meme?”
• What is your favorite conference food?
• Have you been to ____ city before? Have any
suggestions for other attendees?
18. Twitter
• 140 Characters max (duh)
• Leave room for RT characters so max at 120
• Shorten your links
• Use consistent abbreviations
– Association International Conference
– Assoc. Intl Conference
– Assoc Int’l Conf
• Always include conference hashtag
• Use industry recognized hashtags
• Ask questions
19. Website
• Updated content
keeps homepage from
looking stale
• Gives reason to visit
site again
• Chance to highlight
other portions of event
20. YouTube
• Can cross-promote on Facebook
• Ask speakers to do own promotional
videos for their sessions
• Quality
22. Set Expectations
• Facebook
– 1-2 posts per week
– 2-3 posts per week for last 2 months
• Tweets
– 1-2 per week 6 months out
– 3-4 for last 2 months
• Website What’s New
– 1 per week for last 2 months
23. Content List
• Brainstorming with all teams
• Shared content list
• Talk through each platform for each week
• Shared calendar with colors by post type
• Work through writing for each platform
with marketing manager
24. • Keep content team motivated
• Share stats on previous weeks’ posts
• Show them when their ideas work
• Share updated list per week
25. Engage Volunteers
• Detailed list of suggestions for interaction for
both speakers and volunteer groups
• Post on Twitter once per week using the hashtag
#ASAE12
• Like the ASAE Annual Page:
www.facebook.com/asaeannual
– “I’m looking forward to #ASAE12 because I will get to
see @MandyStahl!”
– “When you are making your schedule for #ASAE12
make sure to put my session on XX at XX. It will
change your life!”
26. Define Success
• Facebook
– # of likes or # of interactions
• Twitter
– # of tweets using hashtag
• Private network
– # of people
– # of member lead conversations
27. After Conference
• Plan for wrap-up content
• Emails
• Tweets review
• Continue to encourage attendees to share on
FB
• Okay if not going 100% all year
29. Thank you!
• Tweet me with any questions: @MandyStahl
• Can also be reached on any of my social
channels at www.mandystahl.com
Notes de l'éditeur
Again, back to rule #1- People are Lazy. Give them as many detailed examples as possible. Write the tweets for them. Write the facebook posts for them. They will still probably not post, but important to try because they like to feel like included in the process. Plus if they don’t participate one reason for getting new people on volunteer groups.
