CASE STUDY
BRIEF The 2nd Annual PMI Australia Conference was help over 3 days hosted by the Melbourne Chapter of the Project Management Institute from 8 – 10 Sept 2014. We were engaged to manage the social media, working closely with the events team. The aim was to build an online consistent presence, raise awareness, showcase speakers and sponsors and create a buzz leading up to, during and after the event.
SOLUTION We started with a full audit, streamlined and updated the digital assets, created a strategic plan, guidelines and templates, We then created and executed a content plan, and managed the engagement. LinkedIn and Twitter were the identified as the main platforms we would use, with Facebook as a secondary platform. An event hashtag #PMIAC14 was assigned and promoted to delegates, speakers, sponsors, Chapters and the events team for use on Twitter and Facebook (but was not relevant on LinkedIn). The main assets were the LinkedIn Group, and the Twitter account, and various tools were used to collate the conversations.
RESULTS We grew the Twitter followers by over 40% , the LinkedIn Group by almost 2.5 times and even grew the Facebook Page by 22% even though it wasn’t a main focus. For the first two weeks of September the hashtag was tweeted over 750 times which was up by 635% over the same period in August! From 1 July to 14 September the hashtag was used in 1239 tweets and we had 942 Retweets. Interesting fact: Of the twitter followers, 85% are male, with 76% of followers being aged 25 – 49. In the week prior to the event, a record number of LinkedIn discussions were started (21), which generated 34 comments. Overall activity in the group was up over 700% since the 2013 event. The event brought in about 50 more delegates than 2013 from the combined marketing efforts.
FEEDBACK “Jo had come highly recommended from two trusted sources. She devised a robust social media strategy and then executed on it. Particularly noticeable was the LinkedIn and Twitter engagement immediately leading up to and post conference. She created the framework and generated the buzz to allow more reticent participants easily and actively engage, created a hashtag wall and left us with a memorable experience.” – Anne Sheehan, PMI Conference Director ABOUT WILDFIRE SOCIAL MARKETING Jo Saunders is a marketing consultant specialising in digital communication strategy, training and support. She provides group training, coaching and consulting in the use of LinkedIn and online marketing tools, to professionals, SME businesses and organisations.
This can be applied to conference and event social media, from audit, set up, strategy, training and management. Engage our services from the onset to build the biggest result, and let us plan the most suitable plan for your event. We can work with your team or manage the event communication for you.
Creative Marketing Strategy to Connect, Communicate & Ignite Your Brand 0422 431 039 | Find me online: About.Me | LinkedIn | Facebook | Twitter [email protected] www.wildfiresocialmarketing.com
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