iacc aap social media presentation-urbania aap social m… · introduction 2. challenges 3. social...

Social Media For Conference Centers 2018IACC AAP

Evan UrbaniaChatterBlast Media

February, 2018

1. Introduction2. Challenges3. Social Channels: Overview4. Social Media + Brands 5. Storytelling + Conference Centers6. Strategic Tactics7. Future Trends8. Summary

AGENDA

INTRODUCTION

• 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

MEET EVAN

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.

ChatterBlast Media is a digital voice agency

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

Educators

CHALLENGES

SOCIAL CHANNELS: OVERVIEW

• 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

GENERAL (Nov 2017)

• 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

FACEBOOK

• 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

TWITTER

• 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

INSTAGRAM

SOCIAL MEDIA + BRANDS

STORYTELLING + CONFERENCE CENTERS

• Demonstrate thought leadership• Harness emotional responses• Emphasize center’s history and

impact on clients, community, economy, etc.

• Challenge assumptions or misunderstandings about organization

STORYTELLING: WHY?

A UNIQUE OPPORTUNITY

Unlike large convention centers where every huge space looks the same, smaller conference centers offer a brand of personality, style and eccentricitythat cannot be found elsewhere. Celebrating that personality is key to

telling your center’s story on social media.

So how do you do it?

STRATEGIC TACTICS

1. THOUGHT LEADERSHIP

Content with relevant imagery gets 94% more views than content without imagery. (Hubspot)

2. IMAGERY

2. IMAGERY

3. BEHIND THE SCENES

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)

4. VIDEO (STANDARD, LIVE, VR/AR)Experiment with hyperlapse, slow-motion and editing options.

4. VIDEO (STANDARD, LIVE, VR/AR)

Explore Facebook Live, and Instagram Live and but use those features wisely and sparingly.

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.


• Reasons


An account with a limited number of fans can still reach a large number of users through strategically targeted advertising.

6. SOCIAL 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

6. SOCIAL ADVERTISING

7. IMPACT MEASUREMENTMeasuring results informs future strategies and proves ROI to stakeholders.

7. IMPACT MEASUREMENT

8. SEO

FUTURE TRENDS

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

MILLENNIAL AND GEN-Z DECISION MAKERS

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

INCLUSION AND DIVERSITY

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

TRUSTED SOURCES

MEMETIC LANGUAGE

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.

For staying up-to-date and inspiring creative energy.

RESOURCES

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

iacc aap social media presentation-urbania aap social m… · introduction 2. challenges 3. social...

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