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


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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
  • 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

    1. 2. Social media: integral to marketing success Katja Linssen, Marketing & Communications, EMBO
    2. 3. 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
    3. 4. Seven key success factors for social media <ul><li>Know your audience </li></ul><ul><li>Identify the right channels </li></ul><ul><li>Define your objectives </li></ul><ul><li>Allocate resources </li></ul><ul><li>Get people to ‘like’ you </li></ul><ul><li>Get people to keep ‘liking’ you </li></ul><ul><li>Monitor (& estimate) results </li></ul>
    4. 5. Do you use social media? What social media channels do you use?
    5. 6. Source: >50% of all web users take part in social media networks
    6. 7. Know your audience Key Success Factor #1
    7. 8. <ul><li>Master and PhD students </li></ul><ul><li>Postdoctoral researchers </li></ul><ul><li>Group leaders/ Principal Investigators </li></ul><ul><li>Science journalists & bloggers </li></ul><ul><li>Science policy makers & politicians </li></ul><ul><li>Sponsors & exhibitors </li></ul><ul><li>Partner organisations </li></ul>Our audience is mainly scientists
    8. 9. Key Success Factor #2 Identify the right channel
    9. 10. Our selected social media channels
    10. 11. Facebook welcome page
    11. 12. Twitter account
    12. 13. You tube channel
    13. 14. Key Success Factor #3 Define your objectives
    14. 15. Long-term wide-reaching investment <ul><ul><li>Broaden our audiences </li></ul></ul><ul><ul><li>Shifting perception </li></ul></ul><ul><ul><li>Community engagement </li></ul></ul><ul><ul><li>Converting ‘likes’ into registrations </li></ul></ul>
    15. 16. Key Success Factor #4 Allocate resources
    16. 17. <ul><ul><li>Responsibility </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Financing </li></ul></ul><ul><ul><li>Content </li></ul></ul>Plan, schedule and action!
    17. 18. <ul><ul><li>Schedule messages & monitor real-time: Hootsuite </li></ul></ul>
    18. 19. Key Success Factor #5 Get people to like you
    19. 20. Rapid then steady growth Started with 200 fans now over 1860
    20. 21. 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
    21. 22. <ul><ul><li>Advertise to relevant target audiences </li></ul></ul>
    22. 23. <ul><ul><li>Integrate social media in all communication </li></ul></ul>
    23. 24. E-mail newsletter
    24. 25. Key Success Factor #6 Get people to keep on liking you
    25. 26. Can I be your friend? © English National Opera 2011
    26. 27. Facebook user wants news & community Based on a sample of 287,090 impressions across the Chitika advertising network Source: Twitter user wants a personalised news channel
    27. 29. Post news relevant to community
    28. 30. Share experiences, advice & tips
    29. 33. Key Success Factor #7 Monitor and (estimate) results
    30. 34. Real-time monitoring <ul><ul><li>Hootsuite analytics </li></ul></ul>
    31. 35. Weekly overview to monitor activity Facebook weekly update
    32. 36. 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
    33. 37. Conclusions <ul><li>Join the conversation, otherwise it takes place without you </li></ul><ul><li>Research your audience </li></ul><ul><li>Define objectives and allocate resources </li></ul><ul><li>Integrate your marketing </li></ul><ul><li>Add value </li></ul><ul><li>Monitor results </li></ul>It is a learning curve!