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#sm4events
Social Media Strategies for Maximum
Special Event Success
Lisa M. Chmiola, CFRE
@houdatlisa
Josh Hirsch
@joshhirsch1
March 20, 2016
You say you want a revolution?
3
#sm4events
• Strategies
• Case Studies
• Discuss implementation
What we’ll cover
#sm4events
Quiz Show!
What percent of Instagram users are under
age 35?
90%
#sm4events
Quiz Show!
How many events were organized via
Eventbrite in 2014?
1.7 million
#sm4events
Quiz Show!
How many users are registered with the
Periscope streaming video app?
10 million
#sm4events
Strategy 1: Hashtag
#sm4events
Strategy 2: Choose Platforms
#sm4events
• Where are constituents?
• What are your social media goals?
• Do you have great visual content to share?
• Who will manage the sites? What is their level
of knowledge?
Facebook
#sm4events
Facebook
#sm4events
FRIEND PAGE
Facebook
#sm4events
Instagram
#sm4events
Twitter
#sm4events
Twitter
#sm4events
Eventbrite
#sm4events
Periscope
#sm4events
Developing an App
#sm4events
• Do you have a need for real-time updates not
easily communicated otherwise?
• Can the app reduce other event
resources/expenses (e.g. program book)?
• Do you have a need for attendees to engage
among themselves during your event?
• Are you prepared to deal with technical
glitches and increased expectations from
attendees?
Strategy 3: Build Teams
#sm4events
• Who is on the team?
• What is their role?
• Do they develop content? Share content
provided?
• What is strategy before, during, after event?
Case Study: #TEDxBocaRaton
#sm4events
Case Study: #TEDxBocaRaton
#sm4events
Case Study: #TEDxBocaRaton
#sm4events
Case Study: #rice100
#sm4events
Case Study: #GreatGive15
#sm4events
Case Study: #GreatGive15
#sm4events
Case Study: #GreatGive15
#sm4events
Strategy 4: Analyze
#sm4events
• Inside social media platforms
• External sites (e.g. Klout, Storify)
• Look for:
- Number of followers, increases/decreases
- Comments, Likes, Reshares
- Time of day/Day of week (of interactions)
- Demographics
How will you implement?
#sm4events
• Which platforms/apps will you use?
- Who will develop content? Who will post it?
- How often will you post?
• How will you implement into your event?
- How will you engage attendees prior to the event? During?
After?
- Who will monitor responses?
• What challenges do you foresee?
• How will you determine success?
Lisa: @houdatlisa
houdatlisa@gmail.com
Josh: @joshhirsch1
Josh_hirsch@hotmail.com
29
#sm4events
Look for Storify & Slideshare links to be
Tweeted this week!

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#Sm4events at #AFPFC 2016

Notas do Editor

  1. Poll: who manages SM for org? Which platforms: FB, Twitter, Instagram? Reference tweets-ones we are sending and encourage them to post. Slideshare & Storify.
  2. https://www.youtube.com/watch?v=0eUeL3n7fDs
  3. http://expandedramblings.com/index.php/important-instagram-stats/2/ 400 million monthly active users
  4. http://www.eventbrite.com/blog/2014-by-the-numbers/ Represents 80 million tickets and $1.5B in volume
  5. http://expandedramblings.com/index.php/business-directory/35094/periscope-stats-and-facts/ As of August, surely more now. Coming up on 1 year anniversary, 350k+ hours streamed daily.
  6. Critical first step, think about length, is it taken? Using new vs. one already out there Listening-it is a conversation Storify discussion First hashtag used on Twitter – August 23, 2007 Hashtags became hyperlinked on Twitter – July 2, 2009 Way for people to search on a specific topic and filter through the overflow of online content Brands use hashtags as a way to promote engagement, throw their brand into conversations
  7. Tweeting Inc article. http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html Consider surveying volunteers, donors to see what sites they are using. Professional angle? LInkedIn is for you. Real time updates? Try Twitter. Visual content is great on Pinterest & IG. And so on. Management-engagement “not just a commercial it’s a conversation”
  8. Reference AZ presentation for visuals on friends, pages, etc. Org needs a page not a friend Groups vs. pages Events How much it’s changed in 11 years; started out needing college/university account to join. Now grandmothers fastest growing demographic on site.
  9. Reference AZ presentation for visuals on friends, pages, etc. Org needs a page not a friend Groups vs. pages Events
  10. Reference AZ presentation for visuals on friends, pages, etc. Org needs a page not a friend Groups vs. pages Events
  11. https://www.instagram.com/stagnesacademy/ https://www.instagram.com/p/81JEl5A3K5/?taken-by=stagnesacademy Have had account for a little less than year
  12. http://www.eventbrite.com/e/st-agnes-alumnae-professional-networking-happy-hour-tickets-16306100987 Features: can check in attendees via app, can also print nametags and check in lists. Events can be public or private. Easy sharing to other apps. Can personalize event link and customize fields for RSVP display. Can have physical tickets. Can email attendees; site also sends auto reminder 48 hours out. Can add JPEGs. Integrations with MailChimp, Survey Monkey and other services. Tips: set your RSVP number high or event will close to others.
  13. Reference AFP IHQ conference app Technical glitches = crisis communications Having app doesn’t mean conversation stops elsewhere; adds a layer/dimension. Make integration easy (they allowed listing of handles/profiles)
  14. #AFPeeps & Houston Marathon Ambassadors
  15. JOSH
  16. JOSH
  17. JOSH
  18. Social media @Rice Why the # matters Build it and they will come! How do you know it worked? 1300 tweets using #Rice100 3100 tweets about Centennial in general Houston trending topic for weekend Managed by Office of Public Affairs, but individual schools and departments have own accounts too. Challenge to have same brand standards organization wide. One of first critical steps was coming up with #Rice100. Why this is important to be concise and catchy. Built internal audience first by using and encouraging others to use hashtag well in advance of Centennial. Then spread to external community, just like the campaign. Used metrics and Google Analytics to help track activity.
  19. JOSH
  20. JOSH
  21. JOSH
  22. Group discussion