Case Study: Usage of Social Media, Community Building & Event Management Best Practices for the Annual Alumni Event of a Large Group of Premier Institutions Having Identical Branding & A Globally Spread Diaspora.
The Objectives of the Organizing Committee:
- Maximize participation for the 3-day paid event.
- Attract desired no. of sponsors for the event, including for specific tracks & activities planned.
- Little or no intial traction among large numbers of the target segment for the event.
- The location of the event not being a draw for large numbers of the target segment.
- Lack of initial enthusiasm among quite a few potential corporate sponsors because of the uncertainties brought on by the challenges mentioned above.
The tools & methods used to help attainment of objectives.
- Carefully selected social media networks to build an online, engaged community across the alumni diaspora.
- Content curation & management focusing on select domains to increase interest in social media Pages, ensure Page loyalty & maximize post & Page viewing.
- Use a variety of interest generating, interaction & engagement techniques to build growing communities for each of the identified domains.
- Interweave event news, announcements & special promotions with topical content for the various domains to maximize visibility & readability and minimize fall-outs on account of annoyance or lack of sustained interest.
- Use carefully selected content periodically to generate interest in the location of the convention and the chosen venue.
- Design the registration process online to be an easy, quick & anxiety-free one with enough information about various support systems, transportations, hotels & special rates applicable for registrants.
- Tightly couple the website for the event with the Social Media Pages to provide interlinkage & parking of important news, event details, announcements & static Pages primarily on the website with periodic social media posts diverting traffic to these announcements & static informations.
- Use social proof & obtain regular feedback about tangible & intangible needs of target segment & crowdsource interest tracks across the engaged communities.
- Use web analytics regularly to gauge aspects like impact, engagement & interest levels and carry out tweaks & any mid-course corrections necessary.
- Significantly higher interest levels at various stages compared to past events.
- Conversion of a significant percentage of naysayers first to probable and then to confirmed participants.
- Significant bump in early registration numbers compared to past events.
- Confirmation from corporate sponsors, targeted speakers & moderators, reasonably early, on account of the points mentioned earlier.