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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.

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Using Social Media at Religious Events & Conferences

  1. 1. SOCIAL MEDIAAnd Creating a more Engaging ConferenceExperience by Pat Padley @ppadley
  2. 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. 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. 4. ABOUT DEG @ppadley
  5. 5. ABOUT DEG @ppadley
  6. 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. 7. "Your website isnt adestination. Get overyourself." @ppadley
  8. 8. 58% CHECK EMAIL FIRST @ppadley
  9. 9. YOUTUBE IS #2• YouTube is now the second most used search engine in the world. - Comscore 2010 report @ppadley
  10. 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. 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. 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. 13. Is social media theanswer? @ppadley
  14. 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. 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. 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. 17. A Case Study @ppadley
  18. 18. 25,000+ Youth 5,000+ Adults @ppadley
  19. 19. People come, enjoy theconference, and leave. @ppadley
  20. 20. OBJECTIVE A Better Conference Experience @ppadley
  21. 21. STRATEGY Sustained Engagement Efforts @ppadley
  22. 22.
  23. 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. 24.
  25. 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. 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. 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. 28. Social + IntegratedDigital Strategy = theRight Mix @ppadley
  29. 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. 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. 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. 32. SEARCH• Pay Per Click• Search Engine Optimization – PPC vs. SEO (“pay” vs. “pray”) @ppadley
  33. 33. Paid ListingsOrganic Search
  34. 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. 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. 36. FACEBOOK TACTICS• Take advantage of your profile photo. – 180px wide by 540px high @ppadley
  37. 37. FACEBOOK TACTICS• Using the @ symbolto tag people, events orother Facebookpages. @ppadley
  38. 38. FACEBOOK TACTICS @ppadley
  39. 39. FACEBOOK TACTICS @ppadley
  40. 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. 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. 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. 43. LOCATION @ppadley
  44. 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. 45. YOUTUBE• Within the descriptionof each video on YouTubeplace links back toyour website for moreDetails.• Use tags• YouTube =authoritative link-back
  46. 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. 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. 48. MOBILE• Mobile apps vs. Mobile Web
  49. 49. HOW TO GET IT DONE• Use internal resources• Utilize outside resources for guidance, education & thought leadership – Teaching you how to fish @ppadley
  50. 50. FIND THE RIGHT MIX @ppadley
  51. 51. DIGITAL STRATEGY & why you need one.Questions? Pat Padley @ppadley