1. Rethinking
Conference Marketing:
From Web 2.0 and Beyond
June 15, 2010
Content Leader:
Gary Rottman, Principal
Rottman Creative Group, LLC
www.asaecenter.org
Connecting Great Ideas and Great People
57. Survey &
Questionnaire
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ROADMA
P
Guide
Behavior
Key Develop
Findings Activities
Develop
the Strategy
www.asaecenter.org
58. Survey &
Questionnaire
r
ROADMA
P
Guide
Behavior
Key Develop
Findings Activities
Develop
the Strategy
www.asaecenter.org
59. Survey & Questionnaire
Organization:
Attendee profile:
Target audience:
Conference details:
Conference goals:
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60. Survey & Questionnaire
What unique attributes of your products
or services distinguish your conference
from those of your competitors?
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ROADMA
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www.asaecenter.org
61. Survey & Questionnaire
How does your conference fit into the
overall brand strategy of the association?
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www.asaecenter.org
62. Survey & Questionnaire
How does your conference solve a
problem or meet a need for your
target audience?
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www.asaecenter.org
68. Survey &
Questionnaire
r
ROADMA
P
Guide
Behavior
Key Develop
Findings Activities
Develop
the Strategy
www.asaecenter.org
69. Survey &
Questionnaire
r
ROADMA
P
Guide
Behavior
Key Develop
Findings Activities
Develop
the Strategy
www.asaecenter.org
70. Develop the Strategy
“We help ________________________
[target audience]
to _____________ and _____________.”
[benefit] [benefit]
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71. Tips for integrating SM
with traditional marketing.
• Calendar for easy reference
• Plan social media integration
• Start with what you know best
• Plan content strategy
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72. RENCE
NFE
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73. RENCE
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APPE
ARANCE TRACKING
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74. RENCE
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75. RENCE
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ARANCE TRACKING
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78. a
APP
EARANCE
P P
Pre-Conference
Marketing O Post-Conference
Marketing
Onsite
Marketing
www.asaecenter.org
79. a
APP
E ARANCE
P
P
Post-Conference
Marketing
O
Pre-Conference Onsite
Marketing Marketing
www.asaecenter.org
80. a
APP
EARANCE
P P
Pre-Conference
Marketing Post-Conference
Marketing
O
Onsite
Marketing
www.asaecenter.org
81. On-Site Marketing Social Media
1. Keep non-attendees informed on
conference happenings.
2. Keep attendees better informed
about the dayʼs schedule.
a
APP
EARANCE
www.asaecenter.org
82. On-Site Marketing Social Media
3. See the conference from
a different perspective.
4. Inspire non-attendees to
attend next year.
a
APP
EARANCE
www.asaecenter.org
84. a
APP
E ARANCE
P
P
Pre-Conference
Marketing
O
Onsite Post-Conference
Marketing
Marketing
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85. Social Media Tools to
Generate Excitement
1. Sharing videos and pictures
through whichever platforms you
use to make your event story
come alive.
a
APP
EARANCE
www.asaecenter.org
86. Social Media Tools to
Generate Excitement
2. You can use social
bookmarking tools like Delicio.us
to gather links for blog posts
reviewing the event
a
APP
EARANCE
www.asaecenter.org
87. Social Media Tools to
Generate Excitement
3. Twitter feeds of the
special keywords
a
APP
EARANCE
www.asaecenter.org
88. Social Media Tools to
Generate Excitement
4. Slideshows from the
presentations and other online
resources that were relevant
to the event.
a
APP
EARANCE
www.asaecenter.org
89. RENCE
NFE
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KETING P
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90. RENCE
NFE
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KETING P
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APPE
ARANCE TRACKING
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93. t
TRACKING
What
& How
Tools
www.asaecenter.org
94. t
TRACKING
Why Measure
Social Media ROI?
social media budgets
up by 40% next year
www.asaecenter.org
95. Ways to Measure Social Media ROI
1. Enhance brand awareness and reputation.
2. Improve search engine rankings and boost
website traffic.
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TRACKING
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96. Ways to Measure Social Media ROI
3. Generate referrals and leads.
4. Increase use of products and services
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TRACKING
www.asaecenter.org
97. Ways to Measure Social Media ROI
5. Improve communication within the
association members.
6. Improved customer satisfaction and loyalty.
t
TRACKING
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