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:

  1. Maximize participation for the 3-day paid event.
  2. Attract desired no. of sponsors for the event, including for specific tracks & activities planned.
The Challenges:

  1. Little or no intial traction among large numbers of the target segment for the event.
  2. The location of the event not being a draw for large numbers of the target segment.
  3. 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.

  1. Carefully selected social media networks to build an online, engaged community across the alumni diaspora.
  2. Content curation & management focusing on select domains to increase interest in social media Pages, ensure Page loyalty & maximize post & Page viewing.
  3. Use a variety of interest generating, interaction & engagement techniques to build growing communities for each of the identified domains.
  4. 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.
  5. Use carefully selected content periodically to generate interest in the location of the convention and the chosen venue.
  6. 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.
  7. 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.
  8. Use social proof & obtain regular feedback about tangible & intangible needs of target segment & crowdsource interest tracks across the engaged communities.
  9. Use web analytics regularly to gauge aspects like impact, engagement & interest levels and carry out tweaks & any mid-course corrections necessary.

The results:

  1. Significantly higher interest levels at various stages compared to past events.
  2. Conversion of a significant percentage of naysayers first to probable and then to confirmed participants.
  3. Significant bump in early registration numbers compared to past events. 
  4. Confirmation from corporate sponsors, targeted speakers & moderators, reasonably early, on account of the points mentioned earlier.