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Using Social Media at Religious Events & Conferences
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Using Social Media at Religious Events & Conferences


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How social media can create a more engaging conference experience before, during and after an event.

How social media can create a more engaging conference experience before, during and after an event.

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  • 1. SOCIAL MEDIAAnd Creating a more Engaging ConferenceExperience by Pat Padley @ppadley
  • 2. TODAY’S OBJECTIVES• Educate and provide perspective.• Help you understand how your digital marketing efforts can help enhance your conference experience–before, during and after.• Provide you with specific ideas, actionable tips and techniques, that you can go do. @ppadley
  • 3. PAT PADLEY• Social Media & Web Strategist at Digital Evolution Group• Leads/executed/advised social media engagement efforts for Rockport, Lee Jeans, Timberland, Hallmark and Bushnell.• An AAFKC council member (KC Ad Club) and on the board of – a non-profit Christian media network.
  • 4. ABOUT DEG @ppadley
  • 5. ABOUT DEG @ppadley
  • 6. WHY DIGITAL?• By 2016, advertisers will spend as much on interactive marketing as they do on television advertising today.• Marketing investment in search, display, email, mobile, and social media will near $77 billion and represent 35% of all advertising. - Forrester US Interactive Marketing Forecast, 2011 to 2016 @ppadley
  • 7. "Your website isnt adestination. Get overyourself." @ppadley
  • 8. 58% CHECK EMAIL FIRST @ppadley
  • 9. YOUTUBE IS #2• YouTube is now the second most used search engine in the world. - Comscore 2010 report @ppadley
  • 10. 800+ MILLION …active users on Facebook.• More than 50% of its active users log on to Facebook every day.• The average user has 130 friends.• More than 360 million active users access Facebook through their mobile devices. @ppadley
  • 11. 250 MILLION …tweets per day.• Every day, the world writes the equivalent of a 10 million-page book in Tweets or 8,163 copies of Leo Tolstoy‟s War and Peace. @ppadley
  • 12. YOUR WEBSITE isn’t a destination.• It is not enough.• A website is one component of a larger online strategy.• You must have “outposts” for discovery.• All roads should lead back to your website(s). @ppadley
  • 13. Is social media theanswer? @ppadley
  • 14. SOCIAL MEDIA isn’t replacing anything.• Social is not a strategy.• It‟s one part of the spectrum of digital communication.• It should be “with” not “instead of”.• Can extend and facilitate and …but it does not replace. @ppadley
  • 15. DIGITAL STRATEGY you need one.All the digital channels should support each other:• Website• Email• Search• Social (Facebook, YouTube, Twitter, etc.)• Mobile @ppadley
  • 16. STRATEGY What do you want to accomplish?• Lead with objectives, not the technology.• Business outcomes? – website traffic – awareness – increase in conference registrations – sales/online commerce – retention – thought-leadership / innovation @ppadley
  • 17. A Case Study @ppadley
  • 18. 25,000+ Youth 5,000+ Adults @ppadley
  • 19. People come, enjoy theconference, and leave. @ppadley
  • 20. OBJECTIVE A Better Conference Experience @ppadley
  • 21. STRATEGY Sustained Engagement Efforts @ppadley
  • 22.
  • 23. PREPARE Before the Conference• Created a home base.• Shareable content – Outreach program – Conference goers = content producers• Awareness efforts – Social Pages & dedicated content – Video Contest• Acquisition (email & mobile) @ppadley
  • 24.
  • 25. DEEPEN During the Conference• Pushed live updates through mobile – Exclusives (prizes, experiences, etc.)• Made good use of the #NCYC Twitter hashtag• Created a local advocacy team – Flash mob• Included the folks at home with streaming @ppadley
  • 26. SUSTAIN After the Conference• This is the hardest part.• Stay in the newsfeed with relevant content – Prep for next NCYC• Make it easy to share stories & connect• Re-engage with dedicated email campaigns @ppadley
  • 27. KEY LEARNINGS• Start planning early. – What are your objectives• Know your audience.• Make all content relevant & easy to share. – Ex. “How to get around at Sundance”• You can‟t rely solely on one specific channel. @ppadley
  • 28. Social + IntegratedDigital Strategy = theRight Mix @ppadley
  • 29. EMAIL• Integrate email + social media to increase customization and relevancy (e.g. Facebook email sign-up forms).• Email ROI in 2011 will be $40.56. Email is expected to drive $63.1 billion in sales in 2011. (DMA, 2011)• Compare to telemarketing with 4.41%, catalogs with 3.95% and direct mail with 3.65% (DMA‟s Response Rate Report, 2009) @ppadley
  • 30. EMAIL TACTICS• “Value Add” – objective, educational information• 1-click sign-up field on every page of your website.• Prominent „Share with a Friend‟ buttons.• Optimize email for mobile. @ppadley
  • 31. EMAIL TACTICS Paid Facebook Search Sign-Up Copy Sweepstakes Email or Promotions Append Online Co- Lead Registration Generation Post- Event purchase Collection acquisition Refine Email Call website List CentersCollection Growth @ppadley
  • 32. SEARCH• Pay Per Click• Search Engine Optimization – PPC vs. SEO (“pay” vs. “pray”) @ppadley
  • 33. Paid ListingsOrganic Search
  • 34. FACEBOOK TACTICS• The average Facebook page reaches less than 8% of their fans daily.• Most fans interact with your page in the “feed” @ppadley
  • 35. FACEBOOK TACTICS Facebook Engagement Facebook ADS Intranet / Out Collect of Office Dedicated Sweepstakes or Promotions Email Campaigns Traditional Ecommerce Media URL References references Facebook“Give to Get” Event Contesting “Like” Sign-Ups Growth @ppadley
  • 36. FACEBOOK TACTICS• Take advantage of your profile photo. – 180px wide by 540px high @ppadley
  • 37. FACEBOOK TACTICS• Using the @ symbolto tag people, events orother Facebookpages. @ppadley
  • 38. FACEBOOK TACTICS @ppadley
  • 39. FACEBOOK TACTICS @ppadley
  • 40. 4:1 RULE It‟s not about you. “If you build it, they won‟t come.” Follow the 4:1 RuleFor every ONE social object (piece of content) that isabout you, there needs to be FOUR social objects that are:• informative• inspirational• entertaining• engaging• re(marketable)• promote others @ppadley
  • 41. TWITTER“No one reads all your Tweets. Get overyourself.” – Twitter is like gigantic gushing stream or river of many things… – Your followers will not see everything you post. The more you Tweet, your chance of being “noticed” in the huge river of Tweets increases. – @replies are the “email” of Twitter – Time of day DOES matter. – Use scheduling tools if you can. @ppadley
  • 42. TWITTER• Stop talking about yourself.• Link your author names and Twitter handles• Search for and use conference/local #hashtags• Respond to check-ins• Share the love >> ReTweet @ppadley
  • 43. LOCATION @ppadley
  • 44. YOUTUBE• YouTube mobile streaming has over 200 million hits/videos uploaded daily• Use video as a gateway, provide additional information not in the video. – “For more information…” – “Behind the scenes” – Teasers, “What‟s your favorite part?” – Link them somewhere! @ppadley
  • 45. YOUTUBE• Within the descriptionof each video on YouTubeplace links back toyour website for moreDetails.• Use tags• YouTube =authoritative link-back
  • 46. WHY MOBILE• The number of US consumers using mobile devices to access the web grew to more than 116 million since 2009.• 68% of Americans text message – across all demographics- CTIA
  • 47. WHY MOBILE• Mobile devices are accessible to consumers of all income levels ($30 mobile phone vs. $1500 laptop)• Smart phones make the Web available everywhere, and anytime• Think “mobile first”• Mobile is location-aware almost 100% of the time @ppadley
  • 48. MOBILE• Mobile apps vs. Mobile Web
  • 49. HOW TO GET IT DONE• Use internal resources• Utilize outside resources for guidance, education & thought leadership – Teaching you how to fish @ppadley
  • 50. FIND THE RIGHT MIX @ppadley
  • 51. DIGITAL STRATEGY & why you need one.Questions? Pat Padley @ppadley