The Campaign

How do you promote a conference event on social media? By sharing our research and recent event experience, we will help you get a leg-up the next time you need to promote an event.

We recently ran a social media marketing campaign for a unique conference called “Families at the Forefront of Technology”. The conference focuses on technology for people with special needs. The theme is all about improving lives through educating special needs families about unique technological innovations in existence today and on the forefront.

3 Obstacles

    1. Reaching the right people; posts needed to be targeted in order to  reach the people who would benefit the most from the conference.
    2. A limited budget.
    3. A NEW conference. This was the inaugural conference year, so we had no campaign list or past year’s reputation, testimonials, nor marketing assets to work from.

Our Actions

First we made a fantastically gorgeous (ok we’re biased), website for the FFT conference where people could easily register. This became the main hub, and nearly all ticket sales were generated through this site.websitefftcon

Twitter

We made a Twitter ads campaign with over 20 promoted tweets. The tweets both informed and drummed up excitement by highlighting speakers, location, and the conference hashtag (that we created!): #FFTCon. A few tweets also included photos, as visuals tend to draw more engagement. Check out the best performing promoted Tweet:Best tweetIt received over 14000 impressions and 200 engagements. It was the first tweet in the campaign to include a photo, attracting viewer’s attention. The “great deal” text always gets attention, what great deal was this? They had to find out!

Facebook Ads

We saw some fantastic results on Facebook! Here are our most effective ads and strategies. Take a look at this ad:bestfbAd

The ad showcases one of the speakers for the event, Amanda Boxtel. The text is short and catchy– Bionic Exoskeleton? Who wouldn’t want to check this out? The ad was also acutely targeted to those with a high propensity to be interested in bionics and disability advocacy, so the people who saw it were much more likely to click on it and be interested in the conference.

bestAdTarget

Ad targeting

best ad results

Ad Results

 

 

 

 

 

 

 

The ad website clicks were $0.80 per click! Total cost per engagement was a mere $0.04. Yep, that’s right – FOUR CENTS. It performed very well on mobile devices as well.

Facebook Posts

Our favorite post was based on those cheesy “share this!” photos on Facebook, however this one was uplifting with a deep emotional draw. The more people saw it, the more people who would be able to benefit from the conference. We utilized the same story of Amanda Boxtel, but included a photo, more specifics about her story, and a call for people to share the photo. A link to the conference was also embedded in the description.

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Text as appeared on newsfeed.

Catchy text as it appeared on newsfeeds.

The post started out doing very well organically, so we put some money into it and exposure shot through the roof!

Check out those likes!

Check out those likes!

Over 500 likes, 130 shares, and 13000 impressions, 5000 of which did not cost us a penny! Organically we received over 100 likes, 6 comments, and 31 shares! Folks really liked the feel-good story and the powerful photo. Best of all, we were able to target and inform the ideal audience about the conference. We felt like the post was a great success because it gave the conference a huge bump in exposure.

The Duds

We also had some poor performing posts and tweets, like this Facebook post:
badpostbadpostresults

 

 

 

While the concept was cool, execution was lacking, with the conference link a bit disconnected from the image, and the small video photo not drawing much attention. Finally, all of our posts and tweets mentioning 3D printing didn’t seem to gain much traction, it just wasn’t something our audience was looking for.  Oh well, next time!

On LinkedIn we experimented, but nothing quite panned out this time around.

Results

Overall we had:

        • nearly 100,000 impressions – 47,000 on twitter, 48,000 on Facebook.
        • Spent under $1k
        • Over 600 direct website link clicks from both Twitter and Facebook  ads(though facebook had the bulk).

        Why

        We undertook this project to learn, sure, but the real deal was to help those in our community with special needs. This conference was a roaring success. Turnout was higher than expected and the post-conference surveyors demanded that the Families at the Forefront of Technology Conference returns next year. One of Lauren’s (the owner of Lawton Digital Marketing) good friends has special needs, so doing this campaign was that much more rewarding.

        Next, check out the project details and results snapshots on the Families at the Forefront of Technology Campaign portfolio page. Also, check out Lawton Digital Marketing’s recent work on the Portfolio page.