Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012. An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans. Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities. In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.

1. Social Media
Best Practices & Trends
Erica Campbell
Director of Social Media
Dominion Homes Media
@ericacampbell

2. Agenda
• Social Media Landscape
• Strategy
• Facebook
• LinkedIn
• Photo Sharing
• Video
• Blogging/Microblogging
• Google+
• Mobile
• Websites

3. SOCIAL MEDIA
LANDSCAPE

4. 52 percent of a brand’s reputation can be
attributed to how social it is online, according
to global executives in a recent study.
Source: Weber Shandwick &
Forbes Insights 2011 Flickr: Creative Commons Mavis

5. On Average, Facebook
fans spend an extra
$72 on products & are
41% more likely to
recommend products
vs. non-fans.
Source: Knowledge Networks Flickr: Creative Commons Owenbrown

6. Source: 1 digimind.com, 2 reviewpro.com, 3 beesocial.com

7. Social Media Is Becoming More Influential At Each
Phase Of The Connected World

9. Two Giant Sources of Traffic

10. Changing How
Consumers Consume Information

11. STRATEGY

12. Product Development Marketing Online Presence
• Lead Generation
• Feedback • Message Reach • Ratings & Reviews
• Early Warning • Brand Reputation • Communities
• New Product Ideation • Rich Media • Customer Stories
• Influence
Sales Customer Service HR/Legal
• Leads & Referrals • Listening • Recruitment
• Collaboration • Retention • Overall Counsel
• Thought Leadership • Outreach
A tool to be leveraged
across the fabric of the
company: different
functions, uses and values Get Organized

13. • Increase brand awareness & reach
• Increase awareness of the broad-based education
• Increase website traffic
• Humanize your voice
• Recruiting & hiring
• Provide thought leadership & credibility
• Effectively market education programs & events
• Increase registration, attendance & fundraising
• Manage you reputation management
• Improve search engine rankings
• Establish partnerships
• Build additional value for speakers
Define Objectives & Goals

14. Create a Center of Excellence
Photo: Mashable

15. • Passion
• Social media savvy
• Enthusiasm
• Good communicator &
writer
• Knowledge of brand touch
points
• Good technical skills with
computers and online
applications
• Willingness to take on the
time commitment required
Recruit Superfans

16. • What is your mission statement,
brand position or brand promise?
• What is your brand personality?
• What is your brand identity?
• What differentiates your brand?
• What is your company story?
• What do want your customer
experience to feel like?
• Identify types of content
Develop a Content Strategy &
Choose Your Social Identity

17. Paid, Earned & Owned Media

18. Develop a Content Calendar

19. “A social media policy should
not only protect the company,
but should also encourage
employee ownership.”
~Jeremiah Owyang
Establish Governance

20. Develop Internal & External
Brand Ambassadors
Photo: eneverconsulting.com

21. Fuel growth & visibility
Spark & join conversations
Enlist community of fans
Establish authentic presence
How To Get Started

22. So let’s talk tools
(This is where I turn you all into geeks)

23. FACEBOOK

25. Capture Your Brand in
Your Cover Photo

26. Capture Your Brand in
Your Cover Photo

27. Use Bold Visuals

28. Brand the Apps

29. Brand the Apps

30. Use Milestones for
Storytelling

31. Use Milestones for
Storytelling

32. Create Photo Albums

33. Fan Acquisition

34. „Like‟ Contest

35. Visually Compelling
Posts Win

36. Research suggests posting at 7am,
11am, 3pm, 5pm, and 11pm but
continue to test. Frequency is king but
don’t overwhelm your fans.
Timing of Posts
Timing of Posts
Source: Buddy Media 2011

37. Fill-in-the-blank posts
generate about 90% more
engagement than the
average post.
Fill-In-The-Blank Posts
Source: Facebook

38. Posts that end with
a question have a
15% higher
engagement rate.
Questions
Source: Facebook

39. Posts including a photo
album, a picture or a video
generate about 180%,
120%, and 100% more
engagement than the
average post, respectively.
Emphasize on Visualization

40. “Pin” a post to the
top of the Page, so
that it is the first thing
users see upon arrival
for a 7-day period.
„Pin‟ a Post

41. Star Stories

42. Create an Event

43. Brands can feature a
promotion on their page,
allow users to claim it and
have the coupon sent
directly to the user’s email
or mobile device.
Share registration offers.
Offer Post

44. Capture Emails

45. Facebook Chat

46. Facebook Ads
Sponsored Stories
Facebook Advertising

47. LINKEDIN

48. Create a Group, Subgroup
or Company

49. Create an Event

50. Post Jobs

51. Identify prospective
attendees & seek
out registrants &
speakers.
Use Introductions

52. PHOTO SHARING

53. More than 10 million
monthly unique
visitors with more
than 20 million
users
68% of Pinterest
users are women, and
28.1% of users have
an average household
income of over
$100,000.
Pinterest Account
Source: Modea

54. Pinterest Account

56. Pin From Your Website &
Add Links in Description

57. Create an Event Board &
Video Library Board

58. Standout as a
Thought Leader

59. Create a Hashtag

60. Engage With Others

61. Pinterest Facebook App

62. Host a Contest

63. Instagram Account

64. Instagram Facebook App

65. Instagram Contest

66. Flickr Account

67. Tumblr Account

68. Slideshare Account

69. [INFOGRAPHICS]

70. Post Event Eblast

71. VIDEO

72. YouTube Account

73. Video SEO

74. YouTube Playlists

75. YouTube Facebook App

76. Live Video Stream

77. BLOGGING/
MICROBLOGGING

78. Create a Twitter Profile,
Hashtag & Twitter Wall

79. Twitter Chats/ Live Q&A

80. Twitter Party

81. Create Attendee Lists

82. Contest/Incentives

83. GOOGLE+

84. Create a Google+ Account

85. Google+ Hangout

86. Offer Exclusive Content

87. Showcase Trainings

88. MOBILE

89. The mobile PC category is poised to
soar from 347 million units in 2012 to
more than 809 million by 2017 Touch Computing
Photo: agbeat.com, Source: NPD DisplaySearch

90. More than 500
million mobile
monthly active
users as of April
20, 2012.
Facebook Mobile
Source: Facebook, Photo: http://articles.timesofindia.indiatimes.com

91. Create & claim your event &
allow participants to “check- Location-Based
in”. Provide a rotating set of Social Networks
special offers.

92. Text Promotions, QR Codes &
Mobile Tablets

93. Augmented Reality
Photo: agbeat.com

94. Augmented Reality

95. AR Virtual Experiences

96. WEBSITES

97. Share/Follow Icons
http://developers.facebook.com/docs/plugins/

98. Distribute a Survey/Poll

99. Create Education eBooks

100. Ignition Points
1. Start your search for your social media ambassador.
2. Decide on the themes for your content, create a content
calendar for pre-event, during event & post-event.
3. Combine social media with traditional marketing &
promotions.
4. Create a cohesive branded look for all social profile
skins.
5. Create some videos & upload photos.
6. Promote events & education on social media networks.
7. Select a unique hashtag.
8. Launch a contest.

101. Follow Me

102. Q&A