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    jo@wildfiresocialmarketing.com                                                          www.wildfiresocialmarketing.com