See how Astek Consulting worked with the Specialized Information Publishers Association (SIPA) to support their 2011 conference in Washington D.C. using Twitter. Included is the strategy, engagement highlights, and analytics.

1. 2011 SIPA Conference Twitter Activity: 6/5/2011 – 6/7/2011 Rachel Yeomans Marketing Director | Social Media Astek Consulting

2. Overview The Specialized Information Publishers Association (SIPA) hired Astek to host its Twitter presence during its 2011 conference and trade show in Washington D.C. Astek performed the following services: Created and moderated content during the three-day conference beginning 30 minutes before the daily keynote and ending one hour after the final session Created #SIPA2011 and separate hashtags per conference session Organized and messaged an iPad giveaway to a randomly-selected winner who used #SIPA2011 in tweets Delivered in-depth analytics each day with an over-arching analytic overview & summary following the conclusion of the conference

3. Overview Included in this presentation: Data from hashtags used in selected one-off sessions Engagement summary & highlights Overall analytics and for the conference & for @SIPAOnline Conclusion & results

4. Conference Hashtags: Highlights

5. #NewMarketing 41 Mentions 22 Unique Authors 27 RT’s

6. #BuildAudience 30 Mentions 20 Unique Authors 5 RT’s

7. #PassionPayup 33 Mentions 7 Unique Authors 11 RT’s

8. #PublisherBOD 24 Mentions 20 Unique Authors 4 RT’s

9. #SocialContent 98 Mentions 34 Unique Authors 52 RT’s

10. Engagement Summary

11. Engagement Summary 10 Direct Messages on Conference Information / Questions 34 Mentions asking technical questions & engaging in conversation throughout conference

12. Engagement Summary Ranked a Trending Tweet in D.C. area on 6/5

13. Engagement Summary 45 Mentions Included Video and/or Photography

14. Analytics & Reach

15. Overall Twitter Activity

16. @SIPAOnline

17. @SIPAOnline

18. Conclusion & Results

19. Conclusion & Results Twitter engagement exponentially increased from the beginning of the conference through to the end Conference attendees began to address @SIPAOnline and #SIPA2011 when asking questions or voicing feedback/complaints showcasing a real-time customer support experience for attendees Allowed those who weren’t attending the conference to engage with those who were in attendance

20. Conclusion & Results Separate hashtags per session allowed those who weren’t at that session to communicate on that topic through a controlled forum Created the ability to supply reports that showed information, conversation, and feedback through the real-time tweets that can be referenced for future use Showcased that a small- to mid-sized Twitter user population can create a very large reach through the Twitter platform