The document discusses how organizations can use social media and digital marketing strategies to enhance conference experiences. It provides an overview of key digital platforms like Facebook, Twitter, YouTube and mobile and offers tactics for each. These include developing content for different stages of the conference experience and following best practices like the "4:1 rule" for Facebook posts. The document also presents a case study of a youth organization that engaged attendees both during and after their conference through an integrated digital strategy.
Using Social Media at Religious Events & Conferences
1. SOCIAL MEDIA
And Creating a more Engaging Conference
Experience
by Pat Padley
@ppadley
www.PatrickPadley.com
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
www.patrickpadley.com
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 SQPN.com – a non-profit Christian media network.
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
www.patrickpadley.com
7. "Your website isn't a
destination. Get over
yourself."
@ppadley
www.patrickpadley.com
9. YOUTUBE IS #2
• YouTube is now the second most used search
engine in the world.
- Comscore 2010 report
@ppadley
www.patrickpadley.com
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.
www.facebook.com/press
@ppadley
www.patrickpadley.com
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.
http://blog.twitter.com
@ppadley
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
15. DIGITAL STRATEGY you need one.
All the digital channels should support each other:
• Website
• Email
• Search
• Social (Facebook, YouTube, Twitter, etc.)
• Mobile
@ppadley
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
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
www.patrickpadley.com
35. FACEBOOK TACTICS
• The average Facebook page reaches less than 8%
of their fans daily.
• Most fans interact with your page in the “feed”
@ppadley
www.patrickpadley.com
36. 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
www.patrickpadley.com
37. FACEBOOK TACTICS
• Take advantage of your profile photo.
– 180px wide by 540px high
@ppadley
www.patrickpadley.com
38. FACEBOOK TACTICS
• Using the @ symbol
to tag people, events or
other Facebook
pages.
@ppadley
www.patrickpadley.com
41. 4:1 RULE
It‟s not about you.
“If you build it, they won‟t come.”
Follow the 4:1 Rule
For every ONE social object (piece of content) that is
about you, there needs to be FOUR social objects that are:
• informative
• inspirational
• entertaining
• engaging
• re(marketable)
• promote others
@ppadley
www.patrickpadley.com
42. TWITTER
“No one reads all your Tweets. Get over
yourself.”
– 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
www.patrickpadley.com
43. 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
www.patrickpadley.com
45. 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
www.patrickpadley.com
46. YOUTUBE
• Within the description
of each video on YouTube
place links back to
your website for more
Details.
• Use tags
• YouTube =
authoritative link-back
47. 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
48. 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
www.patrickpadley.com
50. HOW TO GET IT DONE
• Use internal resources
• Utilize outside resources for guidance, education &
thought leadership
– Teaching you how to fish
@ppadley
www.patrickpadley.com