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Making social media part of a successful marketing strategy for an annual conference
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Making social media part of a successful marketing strategy for an annual conference



Presented by Katja Linssen, European Molecular Biology Organization (EMBO)

Presented by Katja Linssen, European Molecular Biology Organization (EMBO)
At the Association Congress 2011



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  • Ask audience to tell me who their audiences are –
  • Quickly talk through our audiences
  • Facebook Twitter LinkedIn Vimeo Lastfm Flickr Digg Picasa Reddit Stumbleupon Google +1 Myspace Ning Xing Orkut Specialist social networks: e.g. Researchgate & Scitable, The Node for scientists
  • PhD students & Postdocs interact via facebook
  • PhD students & Postdocs interact via facebook
  • Communication savvy researchers on Twitter
  • Be aware of etiquette English National Opera Ad for two boys http://www.youtube.com/watch?v=aDycZH0CA4I&feature=player_detailpage
  • What are users looking for when they use social media: FB – News & a sense of community – that they belong to something. Especially important for our target audience of internationally mobile scientists, a way to keep in touch with people and feel part of their lives. Twitter: News – it’s like a individualised newsticker – readers subscribe to those ‘channels’ that are of interest to them. Readers select and edit as they wish.
  • PhD students & Postdocs interact via facebook
  • Big news for our association: Impact Factors – the currency- among scientific journals!
  • Poster presentation – its something which brings members of our community together – something they have all had to do and which makes them nervous and is daunting first time around.
  • Communication savvy researchers on Twitter
  • Also mention insights
  • Also mention insights

Making social media part of a successful marketing strategy for an annual conference Making social media part of a successful marketing strategy for an annual conference Presentation Transcript

  • Social media: integral to marketing success Katja Linssen, Marketing & Communications, EMBO
  • EMBO – excellence in life sciences The EMBO Meeting We enable the best science by supporting talented researchers, stimulating scientific exchange and advancing policies for a world-class European research environment. Annual international scientific conference 3.5 days ~1500 participants
  • Seven key success factors for social media
    • Know your audience
    • Identify the right channels
    • Define your objectives
    • Allocate resources
    • Get people to ‘like’ you
    • Get people to keep ‘liking’ you
    • Monitor (& estimate) results
  • Do you use social media? What social media channels do you use?
  • Source: Globalwebindex.net >50% of all web users take part in social media networks
  • Know your audience Key Success Factor #1
    • Master and PhD students
    • Postdoctoral researchers
    • Group leaders/ Principal Investigators
    • Science journalists & bloggers
    • Science policy makers & politicians
    • Sponsors & exhibitors
    • Partner organisations
    Our audience is mainly scientists
  • Key Success Factor #2 Identify the right channel
  • Our selected social media channels
  • Facebook welcome page
  • Twitter account
  • You tube channel
  • Key Success Factor #3 Define your objectives
  • Long-term wide-reaching investment
      • Broaden our audiences
      • Shifting perception
      • Community engagement
      • Converting ‘likes’ into registrations
  • Key Success Factor #4 Allocate resources
      • Responsibility
      • Time
      • Financing
      • Content
    Plan, schedule and action!
      • Schedule messages & monitor real-time: Hootsuite
  • Key Success Factor #5 Get people to like you
  • Rapid then steady growth Started with 200 fans now over 1860
  • Key is: integrated marketing 2/10: Change Facebook group to page 3/10: Start to post regularly on Facebook & Twitter 4/10: Add links to social media onto website 5/10: Advertise to friends of fans 9/10: Promote social media at 2010 conference 11/10: Include links to social media in e-news 3/11: Launch youtube channel 4/11: Send e-news promoting social media
      • Advertise to relevant target audiences
      • Integrate social media in all communication
  • E-mail newsletter
  • Key Success Factor #6 Get people to keep on liking you
  • Can I be your friend? © English National Opera 2011 http://www.youtube.com/user/englishnationalopera#p/c/7F5A0072405CF9AD/0/aDycZH0CA4I
  • Facebook user wants news & community Based on a sample of 287,090 impressions across the Chitika advertising network Source: http://mashable.com/2010/03/18/social-media-sites-data/ Twitter user wants a personalised news channel
  • Post news relevant to community
  • Share experiences, advice & tips
  • Key Success Factor #7 Monitor and (estimate) results
  • Real-time monitoring
      • Hootsuite analytics
  • Weekly overview to monitor activity Facebook weekly update
  • Integrated marketing builds active community Facebook insights First ad campaign Conference 2010 takes place 2012 conference announced Abstract submission & registration open Emails to national societies Early abstract & registration deadline
  • Conclusions
    • Join the conversation, otherwise it takes place without you
    • Research your audience
    • Define objectives and allocate resources
    • Integrate your marketing
    • Add value
    • Monitor results
    It is a learning curve!