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SMARTMARKETING
- 2. Social media: integral to marketing success Katja Linssen, Marketing & Communications, EMBO
- 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
- 5. Do you use social media? What social media channels do you use?
- 6. Source: Globalwebindex.net >50% of all web users take part in social media networks
- 7. Know your audience Key Success Factor #1
- 9. Key Success Factor #2 Identify the right channel
- 10. Our selected social media channels
- 12. Twitter account
- 13. You tube channel
- 14. Key Success Factor #3 Define your objectives
- 16. Key Success Factor #4 Allocate resources
- 19. Key Success Factor #5 Get people to like you
- 20. Rapid then steady growth Started with 200 fans now over 1860
- 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
- 25. Key Success Factor #6 Get people to keep on liking you
- 26. Can I be your friend? © English National Opera 2011 http://www.youtube.com/user/englishnationalopera#p/c/7F5A0072405CF9AD/0/aDycZH0CA4I
- 27. Facebook user wants news & community Based on a sample of 287,090 impressions across the Chitika advertising network Source: http://mashable.com/2010/03/18/social-media-sites-data/ Twitter user wants a personalised news channel
- 29. Post news relevant to community
- 30. Share experiences, advice & tips
- 33. Key Success Factor #7 Monitor and (estimate) results
- 35. Weekly overview to monitor activity Facebook weekly update
- 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
Editor's Notes
- 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 http://www.youtube.com/watch?v=aDycZH0CA4I&feature=player_detailpage
- 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