IACC AAP Social Media For Conference Centers 2018 - Evan Urbania ChatterBlast Media February, 2018
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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
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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
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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.
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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
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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 14FACEBOOK
• 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 15TWITTER
• 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 16INSTAGRAM
• 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 17SOCIAL 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 31A 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 32STRATEGIC TACTICS
1. THOUGHT LEADERSHIP
Page 341. THOUGHT LEADERSHIP
Page 352. IMAGERY
Content with relevant imagery gets 94% more views than content without imagery. (Hubspot)
Page 362. IMAGERY
Page 373. BEHIND THE SCENES
Page 384. 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 394. VIDEO (STANDARD, LIVE, VR/AR)
Experiment with hyperlapse, slow-motion and editing options.
Page 404. VIDEO (STANDARD, LIVE, VR/AR)
Explore Facebook Live, and
Instagram Live and but use
those features wisely and
sparingly.
Page 415. HUMANIZATION + EMOTION
Page 425. 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 435. HUMANIZATION + EMOTION
• Reasons
Page 446. 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 456. SOCIAL ADVERTISING
Page 467. IMPACT MEASUREMENT
Measuring results informs future strategies and proves ROI to stakeholders.
Page 477. IMPACT MEASUREMENT
Page 488. SEO
Page 49FUTURE 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 51INCLUSION 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 52TRUSTED 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 53MEMETIC LANGUAGE
Page 54MEMETIC LANGUAGE
Page 55MEMETIC LANGUAGE
Page 56SUMMARY
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 58RESOURCES
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 59Q&A
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