The document discusses using social media to promote events and increase attendance. It provides examples of how the Noisy Little Monkey agency used strategies like Twitter outreach, Facebook ads, and engagement on sites like Google+ to help increase registrations for an event called Science City Bristol by 30% over the previous year. Metrics showed social media campaigns were effective at driving traffic and engagement both before and during the event. The document advocates developing a social media style guide and using images to engage audiences on social platforms.
3. NOISY LITTLE MONKEY
AWARD WINNING SEARCH & SOCIAL AGENCY
• With a unique hybrid of search optimisation, social media
marketing, creative flair and technical wizardry, we drive
traffic, enquiries and sales
Winner: Best Innovation
Finalist: Best Recruitment Campaign
Yes, that is a dog. Mr Dog to you.
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@MrJonPayne
4. WHO’D TRUST A MONKEY?
cv
cv
Over 80 businesses, charities and gov’t bodies in EU, USA & Africa
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@MrJonPayne
5. WHY BOTHER WITH SOCIAL?
MY BOSS IS OLD SCHOOL
Even ancient bosses can’t argue with the math(s)…
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@MrJonPayne
6. IF THE AREA OF
THIS SLIDE
REPRESENTS
ALL THE PAGE
VIEWS
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7. WHY BOTHER WITH SOCIAL?
FACEBOOK PWNS THE TRAFFIC
THIS MUCH
IF FACEBOOK
1 in 5 of all page views are on Facebook: ZDNET 2012
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18. TAKE AWAY
GOOGLE ANALYTICS #FAILS WITH DARK SOCIAL
• This shortens your links and tracks them from any
campaign, any channel
Free. Always will be: http://goo.gl/yX88la
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19. HOW TO DO IT WELL?
P.D.R… I
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28. HOW TO DO IT WELL?
P.D.R… I
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29. CASE STUDY
MONKEY DID
•
•
•
•
•
•
•
•
•
Outreach on Twitter to target market
Jazzed up the Twitter and LinkedIn profiles for Science City Bristol
Engaging with attendees before the event to increase awareness
Phone interviews with attendees (x6), writing up interviews, social
promotion of interviews
Newsletter content suggestions and editorial
AdWords creation and maintenance prior to event
Facebook Ads creation and maintenance
Social engagement prior to event
Running the Twitter account whilst at the event and replying to
attendees
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30. THE IMPACT OF OUR WORK
OVERALL VISITORS COMPARED TO 2012
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31. THE IMPACT OF OUR WORK
OVERALL VISITORS FROM SOURCES
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32. THE IMPACT OF OUR WORK
CAMPAIGNS: BREAKDOWN
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33. THE IMPACT OF OUR WORK
FACEBOOK CAMPAIGN
AD:
PROMOTED STATUS:
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34. THE IMPACT OF OUR WORK
ORGANIC TRAFFIC
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35. KEY NUMBERS
1000 REGISTRATIONS
• Registrations Up 30% On 2012
• Less drop outs
• Duration of stay hugely up
•
Lots of engagement on Twitter, Google+ on the day
Our learning – we measured the above this time, so we can improve on in 2014
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36. HOW TO DO IT WELL?
P.D.R… I
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37. IMPROVING ON 2013
IN 2014 WE WILL
• Be active earlier
• Create a cohesive calendar between PR, Email, Social &
Blogs
• Lever ‘celebrity’ attendees from 2013
• Get full control of the website
• Engage with live bloggers / tweeters to share content
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39. TAKE AWAY
STYLE GUIDE
• What does the brand want from social media?
• Who are the audience? – Not just customers
• What do they want? – Entertaining & educating. Not promo &
sales.
• When are the key events in their year?
• Who do they trust?
• What does that mean for the brand tone of voice?
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40. TAKE AWAY
STOP THE SCROLL
• We navigate social with our thumbs
• Arresting images stop the scroll
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41. Follow for slides & swearing: @MrJonPayne
Follow for tips: @NoisyMonkey