case study: conference management & support with twitter

www.astekweb.com © Astek Consulting 2011

2 0 1 1 S I PA C o n f e r e n c e

T w i tt e r A c ti v i t y :

6 / 5 / 2 0 1 1 – 6 / 7 / 2 0 1 1

Rachel YeomansMarketing Director | Social MediaAstek Consulting


OverviewThe Specialized Information Publishers Association (SIPA) hired Astek to host its Twitter presence during its 2011 conference and trade show in Washington D.C.Astek performed the following services:• Created and moderated content during the three-day conference

beginning 30 minutes before the daily keynote and ending one hour after the final session

• Created #SIPA2011 and separate hashtags per conference session• Organized and messaged an iPad giveaway to a randomly-selected

winner who used #SIPA2011 in tweets• Delivered in-depth analytics each day with an over-arching analytic

overview & summary following the conclusion of the conference


OverviewIncluded in this presentation: • Data from hashtags used in selected one-off sessions• Engagement summary & highlights• Overall analytics and for the conference & for @SIPAOnline• Conclusion & results


C o n f e r e n c e H a s h t a g s :

H i g h l i g h t s


#NewMarketing41 Mentions22 Unique Authors27 RT’s


#BuildAudience30 Mentions20 Unique Authors5 RT’s


#PassionPayup33 Mentions7 Unique Authors11 RT’s


#PublisherBOD24 Mentions20 Unique Authors4 RT’s


#SocialContent98 Mentions34 Unique Authors52 RT’s


E n g a g e m e n t S u m m a r y


Engagement Summary10 Direct Messages on Conference Information / Questions34 Mentions asking technical questions & engaging in conversation throughout conference


Engagement SummaryRanked a Trending Tweet in D.C. area on 6/5


Engagement Summary45 Mentions Included Video and/or Photography


A n a l y ti c s & R e a c h


Overall Twitter Activity

Conference Hashtags

#SIPARound

#SIPA2011

TOTAL

0 500 1000 1500 2000 2500

RT'sAuthorsMentions


@SIPAOnline


C o n c l u s i o n & R e s u l t s


Conclusion & ResultsTwitter engagement exponentially increased from the beginning of the conference through to the endConference attendees began to address @SIPAOnline and #SIPA2011 when asking questions or voicing feedback/complaints showcasing a real-time customer support experience for attendeesAllowed those who weren’t attending the conference to engage with those who were in attendance


Conclusion & ResultsSeparate hashtags per session allowed those who weren’t at that session to communicate on that topic through a controlled forumCreated the ability to supply reports that showed information, conversation, and feedback through the real-time tweets that can be referenced for future useShowcased that a small- to mid-sized Twitter user population can create a very large reach through the Twitter platform

case study: conference management & support with twitter

Technology

conference hashtags

conference sessionorganized

threeday conference

twitter presence

twitter platform

engagement summaryranked

engagement summary45

overall twitter activity