BlogWell DC Social Media Case Study: National Association of REALTORS, presented by Todd Carpenter

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In his BlogWell DC presentation, the National Association of REALTORS' Director of Digital Engagement, Todd Carpenter, shares how they use social media to drive web traffic and engagement around their annual convention.

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BlogWell DC Social Media Case Study: National Association of REALTORS, presented by Todd Carpenter

  1. 2. Conference "Live" A conference experience for the web
  2. 3. Conference Live Goals <ul><li>Tap into member coverage via their preexisting social media channels. </li></ul><ul><li>Create a window of curiosity that encourages the web audience to attend. </li></ul><ul><li>Create content that can be used to promote future conferences. </li></ul>
  3. 5. Featured Members <ul><li>Recruit activist members. </li></ul><ul><li>Promote in conference marketing materials. </li></ul><ul><li>Highlight featured members on the home page. </li></ul>
  4. 6. All Members <ul><li>Give all attendees with smart phones the ability to contribute. </li></ul><ul><li>Make it easy for attendees to contribute. </li></ul><ul><li>Create obstacles to keep non-attendees from contributing. </li></ul>
  5. 7. Pegshot <ul><li>References a location when posting a picture. </li></ul><ul><li>Allows event promoters to preload their event and hashtag. </li></ul><ul><li>Allows users to push pictures via Twitter, Facebook, Posterous, etc... </li></ul>
  6. 9. Budget, Staff & Results <ul><li>About $6,000 - not including staff. </li></ul><ul><li>Two staff members. </li></ul><ul><li>Six featured members. </li></ul><ul><li>Ten fold increase in traffic over the year 2009. </li></ul>
  7. 11. More Featured Members <ul><li>One third did not participate. </li></ul><ul><li>One third only posted one time. </li></ul><ul><li>One third kept us really busy. </li></ul>
  8. 12. More Pictures & Video <ul><li>Pics by Pegshot. </li></ul><ul><li>Pictures by email. </li></ul><ul><li>On site video uploads. </li></ul>
  9. 13. Almost Live Video <ul><li>Recorded sessions. </li></ul><ul><li>Live Q&A. </li></ul><ul><li>On demand video. </li></ul>
  10. 14. Budget, Staff & Results <ul><li>It cost a lot more. </li></ul><ul><li>Four staff plus a dozen freelancers. </li></ul><ul><li>Twenty featured members. </li></ul><ul><li>140,000 minutes of video in one week. </li></ul>
  11. 15. Moving Forward
  12. 16. Questions? <ul><li>Todd Carpenter - [email_address] - @tcar </li></ul>

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