Beat to Tweet: 3x as Neat. A Social Media Case Study TEDxManitoba 2011

Transcription

1 Beat to Tweet: 3x as Neat A Social Media Case Study TEDxManitoba 2011 Lisa MacKenzie TEDxManitoba 2012 Chair JULY25, 2011

2 Build it, and they will come

3 Social Media is Free!

4 TEDxManitoba 2011 A Case Study

5 When passion, learning and social media collide

6 Agenda 1. Overall TEDxManitoba Campaign 2. Social Media Approach 3. Social Media Campaign Results 4. War Wounds &Lessons Learned 5. Questions

7 But first.context Setting the Stage. and.some Background

8 Setting the Stage I am NOT a Social Media Guru Social Media Expert Social Media God Social Media Master <Insert other funky term>

9 Setting the Stage What I am (was) Social media explorer Continuous learner Hands on learner Fascinated by Social media Green field player

10 Background

11 Background

12 Background The Challenges First time event Not for profit entity Limited marketing budget Pressing need That thing called a day job

13 Overall TEDxManitoba Campaign Marketing Objectives Build the Brand Create Event Awareness Promote the Application Process Promote the Live Stream Augment the Live Stream

14 Overall TEDxManitoba Campaign Targets Students Manitoba Business Community Media Attendees and live stream viewers Potential sponsors Potential and confirmed speakers

15 Overall TEDxManitoba Campaign Demographic Diverse as possible Common Factors Passion Past change-maker Potential future change-maker TED-aware (hopefully)

16 Social Media Approach 1. Select social media applications 2. Define engagement plan 3. Build a Following and Fan Base 4. Determine content

17 Social Media Approach 1. Select social media applications

18 Social Media Approach

19 Social Media Approach Facebook Created a Fan Page Obtained a Vanity URL Added Networked Blogs App Purchased Facebook Advertising Used Facebook Analytics/Insights Leveraged individual accounts

20 Twitter Social Media Approach Created account Created and registered event hashtags #TEDxMB and #TEDxManitoba Followed TEDxManitoba-related lists Listened and monitored constantly Leveraged individual accounts

21 LinkedIn Social Media Approach Created a TEDxManitoba Group Posted Discussion Items Manager s Choice Shared and/or Liked Group content Promoted and joined other TEDxManitoba related groups Leveraged individual accounts

22 Social Media Approach 2. Define engagement plan Created a communication plan and schedule Influential targets Key events Post Frequency Best times Scheduled vs Live Monitoring Frequency

23 Social Media Approach 2. Define engagement plan Facebook Daily Checklist Monitor Respond to comments and posts Post content Look at analytics

24 Social Media Approach 2. Define engagement plan LinkedIn Daily Checklist Monitor Respond to comments Post content/ start discussions Cross promote on other groups

25 Social Media Approach 2. Define engagement plan Twitter Daily Checklist replies and respond Check DMs and respond Tweet thanks for RTs and Mentions Follow new followers Monitor hashtags and respond Find RT content and do RT s Schedule #ManitobaMondays and #FF s Engage in conversations

26 Social Media Approach 3. Build a Following and Fan Base Followed/Liked individuals and entities Followed/Liked TED and TEDx twitter accounts and FB Pages Built lists others would follow Peg Business, Peg Peeps, Winnipeg News Engaged in #FF and #ManitobaMondays

27 Social Media Approach 4. Determine content to tweet/rt & post Event Related Speakers Sponsors Venue Planning Status Updates Blog posts Promo Videos

28 Social Media Approach 4. Determine content to tweet/rt & post TEDx and TED-Related TEDx Guidelines TED Talks TED Conferences Other TEDx Events

29 Social Media Approach 4. Determine content to tweet/rt & post Community and News Influential Winnipeg Tweeters Winnipeg news Winnipeg/Manitoba/Canada Media Winnipeg entities Winnipeg cultural organizations

30 Social Media Campaign Results

31 Social Media Campaign Results The Numbers Facebook 835 Likes LinkedIn 53 Members Twitter 1300 Followers, 112 lists Live tweeting Close to 500 viewers 1200 tweets, 213 contributors, 4 continents Trended #1 in Winnipeg, #2 in Canada

32 War Wounds & Lessons Learned Top 5 (ok, 6). 1. Time, Effort, and Presence (NOT FREE) 2. Engaging vs Selling 3. Can t please everyone 4. Trolls exist 5. It s a community 6. Talent required

33 TEDxManitoba Website (that s me!)

34 If you re thinking it, ask it; you re likely not alone in wanting an answer