Recognising the importance of having a solid social media strategy, the organizers of the Pivot Conference recruited the help of HootSuite. This partnership resulted in a case study outlining how the Pivot Conference used social media and more specifically HootSuite to to productively inform and engage with their conference attendees. Find out how the Pivot Conference Increased followers, built brand attention, enhanced their Social Media relationships with partners and increased their blog following.

1. Case Study: Pivot Conference
(cc) Kenneth Yeung - www.snapfoc.us
Using Social Media to Build Your OCT 15-16, 2012 NY ®
Conference Audience conference
FROM SOCIAL BRANDS TO SOCIAL BUSINESS
Introduction
When hosting a conference of any size, it’s vital to communicate with The Tomorrow Project, founded
your audience in an effective and efficient manner. The dissemination in 2008 by William Lohse,
is devoted to conferences,
of conference information to various channels is essential. As a result,
events, and research that serve
conferences are using social media as the way to productively inform and customers and markets–and
engage with their conference attendees. At HootSuite. we offer features their needs for tomorrow.
that will strengthen your social media strategy. Use HootSuite to to listen In 2011, The Tomorrow
and track social conversations, interact with your followers, schedule and Project produced The Pivot
post Facebook content and analyze key metrics. Conference, Social Week, and
Contact Summit in NYC.
The Pivot Conference, hosted by The Tomorrow Project, recognised the
importance of hosting a conference with a solid social media strategy in place.
They used HootSuite as their social media management tool.
The Pivot Conference, hosted by The Tomorrow Project, was as an exclusive
two-day event for top brand managers who seek to bridge the gap between
their brand and the rising Social Consumer. The purpose of Pivot was to deliver
the context and understanding needed to redirect marketing dollars, create
authentic interactions, and map a strategy of successful engagement with this
powerful new market. AutoSchedule
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2. Case Study: Pivot Conference
Campaign Objectives & Goals
The proposed campaign was twofold. One part was building audience
engagement for and during Pivot Conference 2011 through trivia, polls,
conversations, and research teasers. The second part was converting
followers into attendees through strategic call to actions.
The Pivot team also wanted to:
• Increase followers
Conversations (Internal
• Build brand attention
Collaboration)
• Increase registration for the event
• Communicate With Your
• Enhance social media relationships with partners and speakers Entire Organization
• Improve click-through rates • Simplify Communication
• Distribute research surveys and results • Internal Conversations =
• Increase blog following External Engagement
• Collaborate with Everyone
To achieve the following goals, Pivot experimented with the HootSuite
platform from September 9th – October 10th.
Achieving Success
In order to achieve the goals the Pivot team set out to reach, they had to
focus on delivering quality content year-round to gather a loyal following,
and eventually acquire them as attendees.
As Pivot is an event that only happens two days every year, one of
the biggest issues for the team was creating a sense of year-round
engagement and urgency. The overarching goal of creating a year-round Organize your social
impact was difficult to achieve without social. Before using using social business with HootSuite
the team was committed to traditional mediums and produced press Teams.
releases, marketing email, and blog posts.
• Collaborate with Control
As a seven-person startup the team’s resources were limited, and these • Map to Your Existing
traditional forms of communications were taking enough effort without Structure
much result. Pivot established a presence on Twitter long before using • Provide the Right Level
HootSuite, but after realizing how much time could be saved, switched of Access
over quickly. • Assign Messages For
Follow Up
By using HootSuite, they were able to craft and deliver their messaging
at optimal times. They also used HootSuite to listen and track social
conversations, to interact with their followers, to schedule and post
Facebook content and to analyze key metrics. A major benefit to using
HootSuite was also their ability to collaborate internally on Twitter, while
working remote.
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3. Case Study: Pivot Conference
Pivot’s approach also included mixing both their content and other social
business publications with a heavy focus on research and statistics. Pivot
found that the most successful tactic was clear and constant messaging.
They also made sure they were accessible at all times to their attendees,
offering advice and answering questions as needed.
Results Monitoring
The advanced monitoring
The Pivot Conference not only reached campaign objectives, they and listening tools allow
achieved success beyond their expectations. Comparing selected initial you to perform and save
objectives: advanced searches, filter
for content and create and
Increase followers manage Twitter lists and
With the same number of employees and resources, @pivotcon’s following followers.
increased by 1,000 new followers over the course of one month.
Build brand attention
During October 17th & 18th, Pivot tracked over 6,000 tweets through The Tomorrow Project also
several HootSuite streams. At one point the conference started trending produced these events:
on Twitter, and HootSuite’s platform allowed them keep up with the Social Week 2011 was the in-
conversation through quick stream creation. gathering of the Internet social
media industry. A cornucopia
of events spanning the social
spectrum, Social Week was the
Enhance social media relationships with partners and speakers one place and one time where
Using the list functionality, Pivot was able to create separate lists for each companies, thought leaders,
influential press and investors
group of participant (sponsors, advisors, speakers etc). This enabled them from the increasingly dominant
to track and participate with their community more effectively. social universe can accomplish
the greatest amount of the most
important work efficiently. Social
Improve click-through rates Week’s many and various events
continue to generate a nexus for
Prior to using HootSuite, the team was not tracking CTR’s effectively. influence, relationship building,
While using HootSuite, @pivotcon received on average 36.25 clicks per information exchange and branding.
day during September and October. Contact Summit is a working
festival of innovation where the net’s
leading minds and entrepreneurs
can connect with the people who
Distribute research surveys and results are building the social technologies
Stats and Research Results was the most retweeted when Pivot started of tomorrow. The net of the future
will not be fueled by ads, but
using HootSuite. by people solving real problems
through distributed, peer-to-peer
solutions. This is dormant promise
Increase blog following of the Internet, finally coming to
23.5% of site referral traffic came from Twitter efforts this month. In the fruition.
month before, this percent was only 16.04%.
To learn more about HootSuite Enterprise,
visit HootSuite.com/enterprise
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