GREENLAND VENUE MANAGEMENT How we use social media to promote our venues and events “ Our mission is to create inspiring spaces and events dedicated to promoting creativity and community through art, music, culture and small business development.
Constellations - A multi purpose event venue and bar - in 2018 we celebrated our 4th birthday - We currently employ 14 full time staff and during out peak season up to 25 contracted part time staff - We put the ‘Baltic Triangle at the heart of everything we do - We’ve won a few awards - Focus on arts, culture, music and private events - In year 2 our turnover grew by 150%, since then steadily building year on year by 46%
Constellations Event Mix
Hinterlands Our second multi-purpose event venue 10’500 sqft of space - split across three rooms - Event Hall, Eclipse, Annex Unlike Constellations, more focus on corporate events - conferences & meetings A greater focus on regional and national customers Primarily marketed towards professional event organisers and the visitor economy
• • • • • • • • • • • • • • • • • • • • • • • • • • • Venue Profiles Profile/Attributes Constellations Hinterlands Type of venue Unusual/Multi-purpose venue Conference Venue (as classified by UKCAMS report statistics) Hire Options Hire and open to the public Hire only Corporate hires Event Concentrations Cultural events Private hires (weddings & parties) Multi-day events Exhibitions Live music & Festivals Food & drink events Training Meetings Food & drink events Cains Brewery site USP Constellations Garden Baltic Triangle flagship venue Mixing business with leisure/lifestyle Direct sales Marketing Focuses Word of mouth PR campaigns Social media Venue finding services Online content Email marketing Online content Professional event organisers Buyer Behaviors Grassroots Support independent business Ethical business standards Support independent business Regular social media users Arts & Culture Innovators
Our Approach Why , how, who for? Our Business Objectives: Increase our turnover to £2.2million over the next 18 months with profits of 20%. Growing year on year by at least 15% for the next 5 years. Over the next 5 years establish ourselves as one of the leading events and venue management companies based outside of London. Build a portfolio of national customers with 70% of new business coming from beyond the region where our event spaces are based.
Our Approach Why, how, who for? To do this we want to: Build 2 new event venues spaces after 2018 in the North West region - x1 multi-purpose and x1 specialist Develop new ways for our customers to interact with AI and VR technologies within our event spaces Each year create a range of regular events and campaigns that focus on art, music and business Create stronger strategic links with local, regional and national organisations to raise the profile of Liverpool and the North West as an events destination Continuously improve our digital marketing strategy to drive new business and improve our brand awareness online
Our Approach Why, how, who for? Our Objectives guide our Marketing Targets: - We want 70% of new event customers to come from outside the local region. - Attract two thirds of future business from the corporate sector, with the next significant target group; government and public sector bodies, followed by cultural events such as music, food & drink and exhibitions - Continue to concentrate event bookings at Constellations on cultural events, private hires alongside our regular inhouse offers. - Attract 5% of future customers from overseas - Raise brand awareness of GVM(UK) as a mixed-use venue and events operator. - Enhance our customer relationships, retaining 60% of all current and future bookings
Marketing Mix Why, how , who for?
Social Media Accounts Why, how , who for? Business chatter / Online networking / brand focussed / research and development Event promo / values / Visual content / story telling visual content / audience / shared responsibility / LinkedIn development / listings coverage / interactions Facebook Instagram Twitter Website Blog Conversations / Twitter Brand Identity / Offers chat / videos / event cover- & Services / Location / age / B2B / press contacts / Contact info / Story / SEO What’s trending? Communicatiing our values / SEO / back linking / engaging content / topical
Recent Social Campaigns Why, how , who for? Hinterlands Event Packages & Christmas Parties Winter Weddings for 18/19 #Live Music Thursdays - Every Thursday throughout the year Recurring Social Media Campaigns We use Smartsheets to plan campaigns and Social Pilot to schedule them Constellations Summer Freshers Week - Sept 18’ Garden Offer and Third And Garden Closing Party Party Events On The Corner Music Festival
Our average week Managing our Social Media Key facts: We can be running anywhere between 6 -10 events or social media campaigns at a time Produce or stream x4 20-30 second video clips Manage 12 different social media accounts (Twitter, Facebook, LinkedIn) w/ an average of 1 - 3 carefully planned posts going out per day per account Be hosting 4 - 6 of our own inhouse events on Facebook - Spend money to promote your event pages Write X2 blog posts (increasing this to x4 per week) Produce concise analytics reports to inform future campaigns Social Media accounts for 10%-15% of our marketing
Average Weekly Reach Facebook Week Post Engagement 4500 Reach 35,000 New Followers 110 Recommedations & Reviews 20 Video views 800 - 1000 Posts per week 20 Twitter Week Post Engagement 6,000 Reach 10,100 New Followers 60 Instagram Week Post Engagement 3,900 Reach 15,500 New Followers 195
Helpful Analytics Tools Socialpilot Compares each platform All Helps find relevant separately in order to help content from across visualise, update reports of the web analytics when logging on each day Sprout Social Having all of your analytics in one place All makes it easier to track and compare your efforts across multiple profiles and platforms. Iconosquare Snaplytics gives you data on the performance All Insignts into Insta- of your snaps, audience growth and more. gram Stories too Buzzsumo will not only show you the number All - mostly Twitter Helps find relevant of shares for each piece of content, but it also content from across shows you which type of content performs the web Buzzsumo best on each network based on length, type, publish date and more. Through Tailwind, you can track trends in All - mostly Instagram Finds and posts followers and engagement, analyze your without having to Tailwind audience. search for content Google Analytics (GA) is one of the best ways All Social traffic to and to track social media campaigns and even from our websites Google Analytics help you measure social ROI. and landing pages
Analytics Work-Flow
Who Are We Trying To Reach? User Cases The Tech Company – Tech North The Culture Congress – The independent associations of festivals The Music Festival – BBC6 Music Private hires - The wedding couple Brand Activation – The health & beauty brand The Food and Drink experience - Independent Liverpool Cheese Festival Culture - The local theatre group Community - The family day out The political group - Momentum / World Transformed
Social Media Tools What We Do Video & Live Advocacy Marketing Custom And Look-A-Like Streaming Audiences
Social Media Tools What We Do Scheduling and useful Meaningful Curated Use your blog and metrics Content website content
Social Media Tools What We Do Twitter Chat Hashtags Facebook Local
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