Digital Media Marketing Report - ExpoPlaza Latina 2013 #EPLVan by Andrew Charles Jackson
Upcoming SlideShare
Loading in...5
×
 

Digital Media Marketing Report - ExpoPlaza Latina 2013 #EPLVan by Andrew Charles Jackson

on

  • 704 views

This 54 slide document presents data into ExpoPlaza Latina's digital media marketing (online + social). The report uses analysis tools like Google Analytics, MailChimp, Tweet Stats, Topsy, Klout, ...

This 54 slide document presents data into ExpoPlaza Latina's digital media marketing (online + social). The report uses analysis tools like Google Analytics, MailChimp, Tweet Stats, Topsy, Klout, SlideShare, Vimeo, Facebook Insights, Likealyzer, LinkedIn Ads, Google Ads, and EventBrite. Finally, it offers a SWOT analysis and a list of lessons learned and recommendations for next year's event.

Report by Andrew Charles Jackson
http://www.slideshare.net/acj_digital
http://www.linkedin.com/in/andrewcharlesjackson

Statistics

Views

Total Views
704
Views on SlideShare
684
Embed Views
20

Actions

Likes
0
Downloads
3
Comments
1

3 Embeds 20

http://www.linkedin.com 10
http://mrvandigital.com 9
https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/i7K0s4
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Welcome Slide

Digital Media Marketing Report - ExpoPlaza Latina 2013 #EPLVan by Andrew Charles Jackson Digital Media Marketing Report - ExpoPlaza Latina 2013 #EPLVan by Andrew Charles Jackson Presentation Transcript

  • 05/03/2013 Report by Andrew Charles Jackson – Digital Media Specialist for ExpoPlaza Latina 1
  • 3 – Summary of Event in Numbers4 – 20 Key Findings from Google Analytics for ExpoPlaza Website21 – 24 Data from MailChimp for Email Marketing Campaign25 – Expo Updates (blog) Stats26 – 34 Twitter Stats34 – SlideShare Stats35 – Vimeo Stats36 – 41 Facebook Page Insights & Analysis40 – 43 LinkedIn Page Stats44 – LinkedIn Ad Campaign Stats45 – Google Ad Stats *Each slide offers46 – EventBrite Stats explanatory comments or fast forward to slide47 – 50 SWOT Analysis 47 for conclusions51 – Lessons Learned52 – Recommendations53 – Digital Media Event Service Providers54 – Sponsors & Partners 05/03/2013 Report by Andrew Jackson 2
  • • Approx. 600 Attendees - 7 Sponsors - 20 Partners - 31 Speakers - 4 Expert Panel Discussions• 420 Minutes of Plenaries on Sustainable Economic Development in Latin America• Trade Show with 13 Exhibitors• Attended by 8 Consulates of American countries• 45 Volunteers helping on the day or in preparation of event• 7 Promotional Videos Created by Consuls of Colombia, Mexico, Peru, USA, Brazil, Ecuador & Costa Rica in support of the event• 13 Email Newsletters Sent to over 4,000 Newsletter Recipients (Subscribers, Supporters, Volunteers, LinkedIn)• 19 Videos uploaded to Vimeo (with over 1,000 views) + 570 views on LatinCouver YouTube channel• 13 Expo Updates featuring news about the event with 453 shares across social media (LinkedIn, Twitter, Google+, Facebook, StumbleUpon & Digg) & 45 comments• 5671 Visits to website from Jan 7th to Feb 7th 2013 (3499 Unique Visitors)• 2592 clicks on link to registration page from Jan 7th to Feb 7th• 2094 Visits to website from referral sites (approx. 38%)• 941 Visits to website from MailChimp newsletters/616 from social referral• #EPLVan hashtag used in 413 tweets• 217 live tweets on the day of the event using #EPLVan (60 retweets on 7th Feb)• @ExpoPlazaLatina averaging 253 tweets per month & 11.7 per day since birth (Dec 2012)• 7 SlideShare presentations with 1092 views & 6 downloads• Dedicated ExpoPlaza Facebook page & Twitter handle set up 2 months before event (155 fans & 129 followers)• Klout score increase from 0 to 46 in 2 months• 3,771 people reached on Facebook through page posts 3rd to 9th February 2013• 173 orders and 318 attendees registered on EventBrite from Jan 15th to Feb 7th• Total of 543 clicks on LinkedIn ads for the event from over 1 million impressions 05/03/2013 Report by Andrew Jackson 3
  • Page URL = http://expoplaza.latincouver.ca Redirects from www.expoplazalatina.com & www.expoplazalatina.ca Well designed website optimized for social media, lead capture & content05/03/2013 Report by Andrew Jackson 4
  • 3,499 unique visitors is relatively high for a 1st time event with limited budget looking to attract 600-700 attendees 05/03/2013 Report by Andrew Jackson 5
  • Website demographics show event’s reach was local with over 50% of visits coming from Lower Mainland. Only a few percent of visits came from Latin America.05/03/2013 Report by Andrew Jackson 6
  • Majority of visitors were using desktops/laptop PCs and Macs. Mobile devices were around 15%mobile 05/03/2013 Report by Andrew Jackson 7
  • Engagement Over 50% of visits left the website within 10 seconds :-)Most clicked areas on home page = Event Overview picture (22%), Register Now menutab (9.5%), Home menu tab (7%), Expo Updates menu tab (5%), Sponsors menu tab(4.3%),05/03/2013 Report by Andrew Jackson 8
  • Traffic Sources Search KeywordsAround 37% visitors visited thewebsite through external referralsites (see next page) + 16.59%through email campaigns comparedwith 16% search and 30% directtraffic (just entered URL)05/03/2013 Report by Andrew Jackson 9
  • List contains referrals that were redirects from other URLs such as expoplazalatina.com = 645Referral Sources visits/around 11% of traffic (origin of visit could be direct or from a different referral source) Selected Others (visits): EventBrite (36), bbot.ca (25), ht.ly [tweets from HootSuite] (18), cbnnoticias.wordpress.com (15), BIV (14), StumbleUpon (14), camiro.org (14), BCSEA (8), Surrey BOT (8), Tourism Vancouver (8), GTEx (7), thetradeshowcalendar.com (7), vancouverobserver.com (7), globe-net.com (6), dcnonl.com (4), diversityclues.com (4), Small Business BC (1), SFU (1) 05/03/2013 Report by Andrew Jackson 10
  • 16.59% of web visits came direct from email campaigns05/03/2013 Report by Andrew Jackson 11
  • Of 616 referral visits to website from social sites, 125 visits clicked on registration button after browsing site and 94 directly clicked on it from social05/03/2013 Report by Andrew Jackson 12
  • Majority of social referrals went to the main webpage05/03/2013 Report by Andrew Jackson 13
  • Despite large LinkedIn ad campaign, Facebook was the most popular referral site direct to the expoplaza.latincouver.ca homepage. It is difficult to know in hindsight where visits to URL of expoplazalatina.com came from.05/03/2013 Report by Andrew Jackson 14
  • Key pages to get right are landing page, agenda, registration, speakers, overview, sponsors, volunteer page, our info(= nuts and bolts of website) 05/03/2013 Report by Andrew Jackson 15
  • 05/03/2013 Report by Andrew Jackson 16
  • Main webpage was the first point of contact with website for over 70% of traffic. Expo Updates contributed 3 of top 10 landing pages but had a high bounce rate of 63% and up.05/03/2013 Report by Andrew Jackson 17
  • Main pages of website were where majority of visitors left the site (somewhatexpectedly)05/03/2013 Report by Andrew Jackson 18
  • Site had mixed performance in terms of speed. A different web host could be more reliable. Average page load time of nearly 8 seconds is too high, which may signal need for better structure & programming in Joomla05/03/2013 Report by Andrew Jackson 19
  • Goal Conversions – 1. Get visitors to click on registration page (Google puts value of $1 per goal) There were a lot of conversions to click on the registration page. Why did less than 10% of them convert into paying customers? (registration issues?)05/03/2013 Report by Andrew Jackson 20
  • 05/03/2013 Report by Andrew Jackson 21
  • Notes: on MailChimp we kept different lists throughout the campaign (Subscribers, Volunteers, Supporters, VECMailing List, LinkedIn Latin Network Group, Industry Contacts) & this is reflected in engagement levels shown(higher ones = Subscribers, Volunteers & Supporters). Open rate of above 40% is very good with CTR of over10% also high. In future, it is probably more convenient to keep one list for all contacts and then wean out therejected and unengaged email addresses.05/03/2013 Report by Andrew Jackson 22
  • Notes: Most clicked link is the short funny video about NY resolutions05/03/2013 Report by Andrew Jackson 23
  • Less than 1/5 on our email list opened the final newsletter and only 3.5% clicked on media. This may show the need to maintain a more engaged email list and to find out optimum delivery frequency, email content and titles of emails.05/03/2013 Report by Andrew Jackson 24
  • • 13 Expo Updates featuring news about the event with 453 shares across social media (LinkedIn, Twitter, Google+, Facebook, StumbleUpon & Digg)• 45 comments posted on articles using the Facebook Joomla plugin• Most shared article was ‘New Speakers Confirmed from Accenture, GoldCorp & DFAIT’ with over a 100 shares05/03/2013 Report by Andrew Jackson 25
  • Without paid ads on Twitter, it has been difficultto build up a large following. Instead weconcentrated on highly specific industry partners Klout: from 0 to 46 inand organizations while targeting business about 2 monthsinfluencers and bloggers 05/03/2013 Report by Andrew Jackson 26
  • 12 tweets per day since inception represents a concerted effort on scheduled tweeting05/03/2013 Report by Andrew Jackson 27
  • 40% of tweets were retweets (quite high). This represent the strategy to promote others and the 8% replies to shows the strategy to engage directly with followers/tweeple.05/03/2013 Report by Andrew Jackson 28
  • Top 5 tweeted words (RT, #EPLVan, Latin, america and mining) all make perfectsense for the event. Perhaps given the emphasis on green technology andsustainability, they could figure more.05/03/2013 Report by Andrew Jackson 29
  • Again there is a good mixture represented that all represent the conference to some degree. Perhaps hashtags for each plenary could have featured more e.g. #EPLSustainCities or #EPLLabourGap (perhaps even shortened to #EPLSC or #EPLLG?05/03/2013 Report by Andrew Jackson 30
  • • Total no. of #EPLVan tweets = 413• 219 #EPLVan tweets on Feb 7th• 271 in Everything/150 Links/42 Photos/2 Videos 05/03/2013 Report by Andrew Jackson 31
  • A majority ofusers of thehashtag wereinternalvolunteersand keyorganizationpeople 05/03/2013 Report by Andrew Jackson 32
  • Peak of 60 retweets of EPL tweets on day of event05/03/2013 Report by Andrew Jackson 33
  • • 7 Presentations• 1092 Views• 6 DownloadsMining Plenaryhad over 240views in lessthan 5 daysshowing it to bethe mostpopular of allslideshares. 05/03/2013 Report by Andrew Jackson 34
  • • 14 Videos • 994 Views • 2 Likes Top 4 profiled hereVimeo looksprofessional and isgreat for businessvideos. YouTube maybe preferable for shortfunny, viral-intendedvideos. Or perhaps tryto utilize both. 05/03/2013 Report by Andrew Jackson 35
  • 05/03/2013 Report by Andrew Jackson 36
  • Facebook page used mainly for key info and to post photos/vid eos/media relevant to the event05/03/2013 Report by Andrew Jackson 37
  • Views of FB page spiked at 68 on February 7th (day of event). That represents more than 10% of attendees.05/03/2013 Report by Andrew Jackson 38
  • The EPL FB page is in need of some love and attention and dedicated community management05/03/2013 Report by Andrew Jackson 39
  • EPL LinkedIn page is fairly underutilized. This may be because of some fairly hefty competition for Latin specific business groups.05/03/2013 Report by Andrew Jackson 40
  • Majority of people in group are based in Vancouver (70%) and represent a variety of industries but few in mining, greentech or construction05/03/2013 Report by Andrew Jackson 41
  • Snapshot taken in mid- Increase in new members rose February after event has with campaign lifecycle and peaked finished. Challenge = to around day of the event maintain momentum!05/03/2013 Report by Andrew Jackson 42
  • Discussions rose closer to the event05/03/2013 Report by Andrew Jackson 43
  • LinkedIn ads show that there were a total of 543 clicks from over 1 million impressions with an average CTR of 0.049% with 25 leads and an average CPC of just over $2. Of the 25 leads who left contact details, none converted to attend the result. Many registered interest from Latin American countries. The graph of clicks show a large period of inactivity from Dec 15th to Jan 10th due to budget constraints. Also, the registration system was only working properly in mid-Jan.05/03/2013 Report by Andrew Jackson 44
  • Google ads show that there were 320 clicks on various ads from over half a million impressions at a CTR of 0.06% (which is actually better than LinkedIn but LI is better to target specific business professionals). Clicks came mainly from display network (at average $1.07 per click) not from search, which were much more expensive per click ($1.93) The ads were set up to drive traffic to the registration page with a peak amount of 33 clicks on January 27 and 29.05/03/2013 Report by Andrew Jackson 45
  • • 173 orders and 318 attendees registered on EventBrite from Jan 15th to Feb 7th • 45 Volunteers used EventBrite to register for event • 6 winners of best tweet competition registered using EventBrite • 76 special guests/VIPs were registered using EventBrite • Top EventBrite Promo Codes - (number of attendees) 1. Promexico – 13 2. Finalweek - 6 3. RBC_Luby - 4 4. Vbot & Exclusive - 3 5. Labourgap - 2 6. Allancosta - 1 7. Cleantech - 1 8. EPL2013 - 105/03/2013 Report by Andrew Jackson 46
  • 1. Event was a success in terms of participation: 600 Attendees - 5 Sponsors - 22 Partners - 31 Speakers - 4 Expert Panel Discussions - 15 exhibitors. A large part of coordination (B2B partnerships & B2C relationship building) was done through social media (LinkedIn, Twitter, Facebook) & email newsletters.2. Event was backed heavily by Consuls of the Americas: Attended by 8 Consulates of American countries & 7 videos made to support event3. Well designed website optimized for social media, lead capture & content: website enjoyed a lot of visits for an unknown URL with a limited marketing budget - 5671 Visits to website from Jan 7th to Feb 7th 2013 (3499 Unique Visitors)4. There was a lot of interest in registering for the event - 2592 clicks on link to registration page from Jan 7th to Feb 7th5. Content & Social Media Marketing worked to get people to the website: 2094 Visits to website from referral sites (approx. 38%) with 616 (more than 10%) from social referral6. Email marketing campaign was consistent and far-reaching: 13 Email Newsletters Sent to over 4,000 Newsletter Recipients (Subscribers, Supporters, Volunteers, LinkedIn) with 941 Visits to website from MailChimp newsletters (16.49% of all web traffic)7. The event utilized business specific social media platforms to give it a professional look: 14 Videos uploaded to Vimeo (with over 1,000 views) & 7 SlideShare presentations with 1092 views & 6 downloads + event photos uploaded to Flickr8. Concerted effort on Twitter to promote partners & build relationships: @ExpoPlazaLatina averaging 253 tweets per month & 11.7 per day since birth (Dec 2012)9. From almost no social media presence and influence, ExpoPlaza Latinas Klout score increased from 0 to 46 in 2 months10. Event day passed without any technical/social media problems including 217 live tweets on the day of the event using #EPLVan from social media team of 6 & videographer (Freddy Remy) & photographers did excellent work.11. 40% of tweets were retweets (quite high). This represented the strategy to promote others and the 8% replies shows the strategy to engage directly with followers.12. Good strategy to have #EPLVan tweet competition. 6 winners of best tweet competition registered using EventBrite and this resulted in local Vancouver bloggers and influencers attending & promoting the event 05/03/2013 Report by Andrew Jackson 47
  • 1. Due to problems with registering attendees on time and also due to it being an inaugural event, it was difficult to find paying sponsors. Development of event agenda, website & payment system needs to be more timely.2. Not enough people registered and paid through EventBrite system. The system wasnt set up in time and integrated into EPL main website: 173 orders and 318 attendees registered on EventBrite from Jan 15th to Feb 7th.3. There were a lot of clicks on the registration page. Why did less than 10% of them convert into paying customers? This was surely a factor related to the registration page continually changing, looking amateurish and not working (pre-EB).4. Website demographics show event’s reach was local: over 50% of visits coming from Lower Mainland. Only a few percent of visits came from LatAm. Attendees were also nearly all local although there were some LatAm speakers.5. Analytics tracking for website not set up to find out where traffic to expoplazalatina.com and .ca came from before redirecting to expoplaza.latincouver.ca.6. Site had mixed performance in terms of speed. A different web host could be more reliable. Average page load time of nearly 8 seconds is too high, which may signal need for better structure & programming in Joomla7. Less than 1/5 on our email list opened the final newsletter and only 3.5% clicked on media. This may show the need to maintain a more engaged email list and to find out optimum delivery frequency, email content and titles of emails.8. Without paid ads on Twitter, it was difficult to build up a large following. Instead we concentrated on highly specific industry partners and organizations while targeting business influencers and bloggers9. EPL LinkedIn page is fairly underutilized. This may be because of some fairly hefty competition for Latin specific business groups. Majority of people in group are based in Vancouver (70%) and represent a variety of industries but few in mining, greentech or construction.10. Of the 25 leads who left contact details on LinkedIn ads, no-one converted to attend the result. Many registered interest from Latin American countries.11. The graph of clicks on LinkedIn ads show a large period of inactivity from Dec 15th to Jan 10th due to budget constraints. Also, the registration system was only working properly by mid-January.12. Only 31 people bought tickets using discount codes on EventBrite.13. Only 9 people used the QR code made with Likify. Need to evaluate whether they are worth the effort.14. Only 2 people used Foursquare to sign in to the geo-location on day of the event.05/03/2013 Report by Andrew Jackson 48
  • 1. The key opportunity is to convert the high degree of clicks (over 2,000) on the registration page into paying customers. To do this, we need to make sure we have the event planned out in time and an efficient working payment system in place.2. LinkedIn ads show that there were a total of 543 clicks from over 1 million impressions with an average CTR of 0.049% with 25 leads and an average CPC of just over $2. This represents significant interest in the event.3. Of 616 referral visits to website from social sites, 125 visits clicked on registration button after browsing site and 94 directly clicked on it from social = quite high percentage of visitors (more than 33%). This means users arriving from social sites are more engaged and ready to register to attend!4. A great way to appeal to a global audience is through live streaming and this could also offer another revenue source.5. On the day of the event, there could be higher engagement through better announcements of integration of technology and social media. It was presented on the plenary slides but should have been properly introduced for every session.6. Mining topics had the biggest interest - biggest audience for plenary by 2 to 1 on EventBrite compared with Sustainable Cities (although this was early morning plenary) and Mining Plenary slideshare had over 240 views in less than 5 days showing it to be the most popular of all slides.7. Most shared article was ‘New Speakers Confirmed from Accenture, GoldCorp & DFAIT’ with over a 100 shares - need to have updates where you reference and cross-promote well-known and relevant industry partners8. Facebook fans and Twitter followers fairly unsubstantial in terms of numbers: Dedicated ExpoPlaza Facebook page & Twitter handle only set up 2 months before event (155 fans & 129 followers).9. Facebook was the most popular referral site direct to the expoplaza.latincouver.ca homepage with 268 visits, compared to LinkedIn at 238 and Twitter 52. 3,771 people reached on Facebook through page posts 3rd to 9th February 2013. Facebook may be more important to this business event than first given credit for, although stuffy business links and media were largely ignored. Views of FB page spiked at 68 on February 7th (day of event). That represents a number more than 10% of attendees.10. YouTube may be important for fun videos about the event – only 570 EPL views on LatinCouver YouTube channel. Most shared video on Vimeo was short funny video about NY resolutions.11. Social sharing on blog (13 Expo Updates) was relatively low: 453 shares across social media (LinkedIn, Twitter, Google+, Facebook, StumbleUpon & Digg) & 45 comments12. Top 5 tweeted words (RT, #EPLVan, Latin, america and mining) all make perfect sense for the event. Perhaps given the emphasis on green technology and sustainability, they could figure more.13. Top 5 tweeted hashtags were #EPLVan #latam #mining #vancouver #business. More could be done to promote green tech on Twitter.14. LinkedIn EPL group - Increase in new members rose with campaign lifecycle and peaked around day of the event. Discussions rose closer to the event 05/03/2013 Report by Andrew Jackson 49
  • 1. Is the event sustainable in terms of financing and effort required by non-paying volunteers? e.g. well over 50 Volunteers helped on the day or in preparation of event and the vast majority dedicated a lot of time and effort.2. The event needs to work out whether to target local and international audiences. From a marketing point of view and also for smaller venues, it makes sense to target local attendees but bring in speakers with a global perspective. Perhaps the event could be held in a Latin country and then in Canada on a reverting basis. This would bring logistical issues with it.3. A large amount of the marketing budget was spent on BIV and other print ads. It is imperative that we are able to measure the success of such advertising. Perhaps this could be done through entering promotional codes when registering after seeing print ads or by incorporating social media, e.g. separate hashtags. Also, the LinkedIn ad campaigns brought many visitors to the website but none of the 25 leads attended and a lot of the campaigns were focused on an overseas market but the event ended up being Vancouver & BC dominated. Also, over $300 was spent on Google ads but the ROI for this is unclear.4. ExpoPlaza Latina can be viewed as a social media campaign but now that interest has been spiked, it is critical to keep the engagement levels of the community up with ongoing social media operations, e.g. The ExpoPlaza Latina FaceBook page is in need of some love and attention and dedicated community management. (Likealyzer gives it a 67 out of 100 rating and many of the issues regard engagement with the fans)5. The majority of visitors to the website had low engagement. Over 50% of visits left the website within 10 seconds. For future events, it is very important to organize the site so that new, exciting and dynamic content is showcased first so that it gives viewers something to engage with and the idea to keep coming back for more (e.g. a clearer blog series)6. There is a need to get the wider public more engaged with the event. A majority of users of the #EPLVan hashtag were internal volunteers and key organization people.7. Majority of visitors to the website were using desktops/laptop PCs and Macs. Mobile devices were around 15% However, in the future more and more delegates will access through mobile. Can ExpoPlaza adapt and change with this trend (especially for the website and registration?)8. Pinterest usage is on the rise and helps with visual media. It should be set up and used for visual elements of campaign (photos, video, slideshares). At the moment, media just shared on LatinCouver board of Andrew Jacksons individual account.05/03/2013 Report by Andrew Jackson 50
  • 1. Find speakers & attract attendees first, the exhibitors and sponsors will follow2. Need to get the website sorted a.s.a.p. & make sure you have 24hr access to webmaster3. Email Newsletters work well for this event - perhaps max 2 per week and send test email and proof read/check links before sending to contacts. Use in conjunction with blog/Expo update and spread around social media. Just have one mailing list. Newsletters are not something to be rushed! Team to decide what to put in.4. Make sure you get someone to produce quality media content (video, audio, images) for sharing. Get 2 videographers in case there are any issues with recording for live events.5. Use one registration system for all e.g. EventBrite was good (especially like ability to print names/attendee list, check people in and the countdown widget)6. Free coupon on EventBrite for networking and trade show = very popular! (more than 100 signed up in less than a week)7. Clearly define roles & responsibilities (e.g. webmaster). Have a separate leader for social media and technology teams.8. Strategy & Marketing Plan is useful to create content strategy, list of deliverables & content calendar.9. Communication (internal and external) - no workspace = so many emails flying around. Need for team leaders who do the big communication and then meet with their team once per week10. Speaker/Sponsor/Partner agreements - ask to send info/bio plus logo/picture + web links they want to display - clearly define roles of partnership (e.g. set deadline for slides to be worked into speaker agreement.)11. Need someone in charge of sponsorships & partnerships - a partner & sponsor liaison officer12. Need someone in charge of speakers (a speaker liaison officer - keeps them updated and gets all info, bios, photos etc. and asks them to reach out to their network to promote) = works well if you have plenary leaders for this (= a lot of work and a very important one!).13. Consolidate and make sure the necessities go well with media rather than trying too many things and rushing them.14. Day of event: 9am start better for prep issues05/03/2013 Report by Andrew Jackson 51
  • 1. Get website & payment system ready quicker and optimized for at least 2 months before event date. Start by getting subjects and speakers confirmed. You can then see if you can organize enough sponsors to pay for the event itself with free admission or charge guests for admission.2. Make sure to have speaker/sponsor/partner/exhibitor agreements signed with 3rd parties so that for e.g. speakers know the procedure and to get slides etc. ready & that partners know what exchange of services has been agreed.3. Most important online media channels for marketing for EPL2013 event are in this order: website – email newsletters – LinkedIn – Blog – Facebook – Vimeo, SlideShare & Flickr – YouTube – Google+ - Pinterest4. Key web pages to get right are landing page, agenda, registration, speakers, overview, sponsors, volunteer page, our info (= nuts and bolts of website) Main homepage was the first point of contact with website for over 70% of traffic.5. In future on MailChimp, it is probably more convenient to keep one list for all contacts and then wean out the rejected and unengaged email addresses (Open rate of above 40% is very good with CTR of over 10%)6. Host the site using the main URL to be used e.g. expoplazalatina.com not a subdomain e.g. expoplaza.latincouver.ca as this causes tracking issues.7. More diversification and increase of online marketing budget (e.g. around $1k spent on LinkedIn, $350 on Google ads & less than $50 on Facebook). Spend same amount on digital as print ads and integrate the two more. Set goals and conversions for Google ads.8. Better announcements of integration of technology and social media on the day of the event. It was presented on the plenary slides but should have been properly introduced for every session.9. Use Facebook more to tap into the largest market in terms of numbers (and it also had the most visits of all social networks to the website barring paid ads). Use more money to advertise on Facebook, especially sponsored stories to get in people’s newsfeeds.10. Use YouTube more for posting more casual and funny videos about the event11. Use Google+ in a more integrated fashion for SEO benefits. Post updates to an event/organization page there.12. Perhaps hashtags for each plenary could have featured more e.g. #EPLSC or #EPLLG? Use hashtags across different social media platforms (e.g. on LI, FB & Pinterest)05/03/2013 Report by Andrew Jackson 52
  • Paola Murillo (Director) - Yudi Sonnichsen (Project Coodinator) - Andrew Jackson (Digital Media & Technology) Plenary Leaders – Dulce Nunez, Carine Vindeirinho, Roxana Woda-Frydman & Fatima Vigil SOCIAL MEDIA CONTENT TEAM GRAPHIC DESIGN TEAM PHOTOGRAPHERS • Norma Ibarra • Liza Child • Stephen Wu • Lillian Chow • Sophia Szeto • Aurora Phillips • Noel Bissonnette • Roberto Cruz • Xel Rivera • Norma Ibarra LIVE TWEETING TEAM VIDEOGRAPHERS • Lillian Chow • Frederique Remy of MEDIA & PR TEAM FOR • Eric Ho Gone West EXPOPLAZA • Orkut Polat Productions • Edgar Morales • Noel Bissonnette • Thomas Isaac-Came • Lisa Mighton • Norma Iberra • Nicholas Eastman • Lyndsey Barton WEBMASTERS & WEB CONTENT VIDEO PRODUCTION SUPPORT TEAM • Francisco Mayorga • Liza Child • Paloma Morales • Yana Noor • Diana Pineda • Diana Baquero • Rafaela Freitas CONTENT EDITORS EVENTBRITE SET-UP • Rosamelia Andrade • Jose Vargas • Kenneth • Sepand Saniee • Sally Nadison • Edith Marin LatinCouver Board – Francisco Perello, Cory Herman, Sherese Johnson05/03/2013 Report by Andrew Jackson 53