This document discusses content strategy for promoting a conference across various social media platforms and websites. It provides tips for creating engaging content for Facebook, Twitter, websites and YouTube to keep attendees informed and encourage participation. It emphasizes the importance of setting expectations, creating a content calendar and list, engaging volunteers, defining success metrics, and planning post-conference wrap-up content. The overall goal is to use all available resources to provide attendees with unique, useful information to keep them engaged with the conference across different platforms.

1. Content Strategy
What the what?
Mandy Stahl
Community Manager
@MandyStahl

2. What?
http://www.slideshare.net/KMcGrane/content-strategy-content-is-king

3. Why content strategy?
• How are you talking to your
community/potential attendees?
• Give them information they want/need to
keep them engaged with you
• Stop just asking them to buy from you
• Make use of all of your resources
• Unique experiences in each platform

4. Questions to ask yourself:
http://www.slideshare.net/KMcGrane/content-strategy-content-is-king

5. Where does content come from?

6. Where does content come from?

7. Where does content come from?
Editorial Dept
• Magazine + Onsite News
Marketing Dept
•Printed pieces + Website
language
Learning Dept
•Session tracks and general
session speakers
Expo Dept
•Logistics + special event
information
Public Relations Dept
•What’s in the news about
conference/industry
Member services Dept
•Volunteer activity
Foundation/Policy Depts
•Fundraising Events

8. Rule #1 Lesson for Working world

9. Rule #1
People are inherently
lazy.

10. Rule #1
People are inherently
lazy.
Yes, you too.
Me too.

11. Facebook

12. Facebook
What?

13. Facebook

14. Facebook

15. Facebook
• Write 2-3 sentences at most
• Videos and pictures are essential
• Links with thumbnail pictures
• Ask open ended questions
• Pull relevant news articles

16. Facebook Questions
• What was your favorite part of last year’s
conference?
• What are you most looking forward to?
• How will you be traveling to the conference?
• What is your favorite takeaway from today’s
general session?
• What was your favorite “What ___ say meme?”
• What is your favorite conference food?
• Have you been to ____ city before? Have any
suggestions for other attendees?

17. Great Facebook Resources
• Allfacebook.com

18. Twitter
• 140 Characters max (duh)
• Leave room for RT characters so max at 120
• Shorten your links
• Use consistent abbreviations
– Association International Conference
– Assoc. Intl Conference
– Assoc Int’l Conf
• Always include conference hashtag
• Use industry recognized hashtags
• Ask questions

19. Website
• Updated content
keeps homepage
from looking stale
• Gives reason to
visit site again
• Chance to highlight
other portions of
event

20. YouTube
• Can cross-promote on Facebook
• Ask speakers to do own promotional
videos for their sessions
• Quality

21. Okay, now what?

22. Set expectations
• Facebook
– 1-2 posts per week
– 2-3 posts per week for last 2 months
• Tweets
– 1-2 per week 6 months out
– 3-4 for last 2 months
• Website What’s New
– 1 per week for last 2 months

23. Content List
• Brainstorming with all teams
• Shared content list
• Talk through each platform for each week
• Shared calendar with colors by post type
• Work through writing for each platform
with marketing manager

24. • Keep content team motivated
• Share stats on previous weeks’ posts
• Show them when their ideas work
• Share updated list per week

25. Engage Volunteers
• Detailed list of suggestions for interaction for
both speakers and volunteer groups
• Post on Twitter once per week using the
hashtag #ASAE12
• Like the ASAE Annual Page:
www.facebook.com/asaeannual
– “I’m looking forward to #ASAE12 because I will
get to see @MandyStahl!”
– “When you are making your schedule for
#ASAE12 make sure to put my session on XX at
XX. It will change your life!”

26. Define Success
• Facebook
– # of likes or # of interactions
• Twitter
– # of tweets using hashtag
• Private network
– # of people
– # of member lead conversations

27. After conference
• Plan for wrap-up content
• Emails
• Tweets review
• Continue to encourage attendees to share
on FB
• Okay if not going 100% all year

28. End
• Take a nap. You deserve it.

29. Thank you!
• Tweet me with any questions:
@MandyStahl
• Can also be reached on any of my social
channels at www.mandystahl.com