Social Media For Conference Centers 2018 IACC AAP Evan Urbania ChatterBlast Media February, 2018
AGENDA 1. Introduction 2. Challenges 3. Social Channels: Overview 4. Social Media + Brands 5. Storytelling + Conference Centers 6. Strategic Tactics 7. Future Trends 8. Summary Page 2
INTRODUCTION
MEET EVAN Born in NJ, USA • Attended Drexel University, PA • Worked as strategy consultant to • financial and high-tech companies Co-founder and CEO of ChatterBlast • Media in Philadelphia, PA Really likes gadgets, bikes and planes • @theurbanian on Twitter and Insta • Page 4
ChatterBlast Media is a digital voice agency that focuses on social media and creative digital communications . We help organizations reach their target customer communities. We work with businesses , nonprofit organizations , celebrities and government entities . Page 5
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Educators Three of our staff members teach at local universities. We launched ChatterBlast University in 2016 to meet the growing need for quality, customized social media education. ChatterBlast University teaches public courses and executive teams using a curriculum university model Page 7
CHALLENGES
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SOCIAL CHANNELS: OVERVIEW
GENERAL (Nov 2017) 3.03B social media users • 3.5B internet users have an average of 7.6 social accounts • $40B was spent on social advertising in 2016 • People aged 55-64 are twice as likely to engage with a brand vs • those 28 or younger 100 million hours of video are watched daily • Page 14
FACEBOOK 2+ billion active monthly users • 500,000 new users every day • 79% of internet users are on • Facebook More than 50 million businesses • have Facebook pages 100 million hours of video are • watched daily Page 15
TWITTER 328 million active users worldwide • 82% of users are active on mobile • Tweets with images receive 89% • more likes and 150% more retweets 86% of advertising revenue is from • mobile 54% of users have taken action due • to seeing a brand mentioned in a tweet Page 16
INSTAGRAM 800 million active users • 35% of users check Instagram • multiple times per day More than 40 billion photos • shared Up to 3.5 billion likes every • day Brand engagement is 84 times • higher than Twitter Page 17
SOCIAL MEDIA + BRANDS
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STORYTELLING + CONFERENCE CENTERS
STORYTELLING: WHY? Demonstrate thought leadership • Harness emotional responses • Emphasize center’s history and • impact on clients, community, economy, etc. Challenge assumptions or • misunderstandings about organization Page 31
A UNIQUE OPPORTUNITY Unlike large convention centers where every huge space looks the same, smaller conference centers offer a brand of personality , style and eccentricity Celebrating that personality is key to that cannot be found elsewhere. telling your center’s story on social media. So how do you do it? Page 32
STRATEGIC TACTICS
1. THOUGHT LEADERSHIP Page 34
1. THOUGHT LEADERSHIP Page 35
2. IMAGERY Content with relevant imagery gets 94% more views than content without imagery . (Hubspot) Page 36
2. IMAGERY Page 37
3. BEHIND THE SCENES Page 38
4. VIDEO (STANDARD, LIVE, VR/AR) Audiences are 10 times more likely to engage, embed, share and comment on video content than blogs or related social posts. (eMarketer) Page 39
4. VIDEO (STANDARD, LIVE, VR/AR) Experiment with hyperlapse, slow-motion and editing options. Page 40
4. VIDEO (STANDARD, LIVE, VR/AR) Explore Facebook Live , and Instagram Live and but use those features wisely and sparingly. Page 41
5. HUMANIZATION + EMOTION Page 42
5. HUMANIZATION + EMOTION Remind your audience that your conference center is more than just a physical building—it is composed of the people who run the show on a daily basis. Page 43
5. HUMANIZATION + EMOTION Reasons • Page 44
6. SOCIAL ADVERTISING An account with a limited number of fans can still reach a large number of users through strategically targeted advertising . • Ensure content is seen by users with a demonstrated interest in the topic • Place ads in user streams based on geographic location , email lists and demographic data • Convey message to users who don’t like your page in a non-intrusive way Page 45
6. SOCIAL ADVERTISING Page 46
7. IMPACT MEASUREMENT Measuring results informs future strategies and proves ROI to stakeholders. Page 47
7. IMPACT MEASUREMENT Page 48
8. SEO Page 49
FUTURE TRENDS
MILLENNIAL AND GEN-Z DECISION MAKERS These individuals will take over both influencer and buying power ( $200 billion annually ) and be the loudest voices in the social realms. Information-seeking behavior • Search engine mavens • Consumers of online-only news • Digital influencers • User-generated content • Page 51
INCLUSION AND DIVERSITY The digital space serves as a venue for groups of all ages, cultures and backgrounds with common interests to share ideas and information. Examples: • #twentysomething • #90sKid • #EqualRights • #LoveWins • #BabyBoomers Page 52
TRUSTED SOURCES Research shows an increasing amount of US adults get their news from social media. As a result, we’re exposed to information that’s inaccurate or completely false more than ever before. • The National Report • World News Daily Report Empire News • News Examiner • Page 53
MEMETIC LANGUAGE Page 54
MEMETIC LANGUAGE Page 55
MEMETIC LANGUAGE Page 56
SUMMARY
KEY TAKEAWAYS • Content is just content until there’s emotion behind it. Then, it’s storytelling . • The majority of your messaging should exist in visual form. Think of text merely as an accompaniment. • People care about people more than they care about brands or businesses. • Social advertising is the key to reaching your target audience, and consistent reporting is key to proving the investment was worth it. Page 58
RESOURCES For staying up-to-date and inspiring creative energy. www.chatterblast.com/blog • Social media news, trends, tips, etc. • Lessons learned and expert advice • Giggles galore Facebook Blueprint webinars : Facebook + TV • Business Growth • Facebook Advertising • Page 59
Q&A
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