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Making social media part of a successful marketing strategy for an annual conference
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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
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5. Do you use social media? What social media channels do you use?
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
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
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
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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.
