Social media can be a great contributor to the success of professional events, but only if you do it right! This presentation shows some of the basic principles of the effective use of social media for and at events. Main lesson? There is no ROI without the I. This presentation was used at the International Astronautical Congress 2014 in Toronto, Canada (#IAC2014)

1. Social Media for Space Events
#IAC2014 Toronto
3 October 2014
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2. Agenda
• Social Media Strategy
• Communication Mix
• Three phases of a
social media campaign
• Practice
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3. Social Media Strategy
Mission and Vision
Corporate Strategy
Marketing Plan
Communication Plan
Social Media Plan
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4. Communication Mix
Communication Plan
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Website
Traditionel Media
Social Media
Mailings
Trade Shows

5. Synergy between Channels
• Channels support each other
• Share content
• Website is central element…
At least in 2014 it is…
• Each channel has its own specific
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added value
• Mix depends on organization type
and corporate objectives
Communication Plan
Website
Traditionel Media
Social Media
Mailings
Trade Shows

6. Social Media Campaign Tools
• Depends on Objectives, Content and Audience
• Each tool targets specific element of this cube
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7. Social Media terminology
Social Media Strategy
Content Management
Community Management
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8. Phases of a Social Media Campaign
Phase 1 – Before the event
Phase 2 – During the event
Phase 3 – After the event
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9. Phase 1 – Before the event
• Objective
Conversion, promotion, community, service
• Content
Website, press releases, brochures, logistics,
content calendar
• Audience
Potential speakers, exhibitors, sponsors,
visitors
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10. Phase 2 – During the event
• Objective
Webcare, information, community, publicity
• Content
Photos, live reports, video, social media
mentions, press reports
• Audience
Visitors, online audience (future visitors),
press
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11. Phase 3 – After the event
• Objective
Webcare, results, community, publicity,
keep momentum
• Content
Statistics, blog posts, media reports, plans
• Audience
Sponsors, press, brand ambassadors,
future visitors
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12. Implementation
• Phase 1 –
Strategy, resource planning, tool selection,
community building, content creation, start
monitoring
• Phase 2 –
Live reporting, live monitoring, webcare
• Phase 3 –
Analysis, community management,
transfer to next event, keep momentum
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13. No Social Media ROI without I
• Social Media is a strategic instrument
• Results depend on quality of the plan
• No Social Media ROI without I
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14. @timmermansr |@WorldSpaceWeek | #WSW2014
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