HOW WOMEN WORK Conference/ Social Media Case Study

Social Media Case Study

Executive Summary This case study showcases the power of Social Media and how it has the ability to communicate your campaign to a large audience in a short space of time. Qanect understands how in today’s market social media usage has changed the approach to marketing and promoting a brand or event.

Introduction to How Women Work

March 7th & 8th 2012

Annual How Women Work Conference launched in 2010 with it’s main objective too:• Empower women to grow and succeed • Reach hearts and minds, break down barriers and promote understanding between cultures

Qanect was appointed by HWW in 2012 to manage their Social Media Platforms ( Facebook, Twitter) 3 days prior to the event and during the 2-day conference.

In addition to Social Media management, Qanect also created a custom designed newsletter and content to be sent out to the market to increase ticket sales prior to the event.

Social Media Strategy:

The single most important assertion behind Qanect’s Social Media Event Campaigns is the creation and facilitation of conversation between users. It is the generation and deployment of relevant and interesting content through applicable Social Media channels like Facebook and Twitter that acts as the catalyst for sparking conversation and creating buzz and awareness for brands.

The following Case Study presentation will illustrate how Qanect utilizes Social Media to ensure event promotion

and maximum exposure to an online audience.

Social Media Strategy:

Using sound strategy, Qanect was able to ensure the HWW social media campaign was a success:

1. Objective of using Social Media to promote How Women Work Conference

2. Social Media Strategy

• Planning

• Generating Pre-event Buzz

• Capturing shared experiences

3. Delivery

4. Results

Purpose of Presentation

How Women Work Social Media Objectives

To ensure the success of the HWW conference, Qanect presented a unique opportunity to promote awareness through Social Media.

Location and Event Awareness

• Drive awareness through social media ( Twitter/ Facebook) to local and the global community • Educate online audience on the How Women Work conference

Shared experiences

• The HWW main objective is to make women feel that “they are not alone” and through social media we are able to reach a broad audience and allow thoughts and insights to be shared instantly

• Provide a platform where the community could also share their ideas, thoughts and experiences • Create a central ‘conversation’ point

Engage in conversation

• Using social media tools like Twitter will allow questions and answers to be viewed by audience at large in which the HWW organizers could respond to instantaneously

Engagement

Target AudienceA predominantly female audience from different backgrounds/ nationalities/ professions:

• Local, regional from the GCC MENA and expats • Aged 20 years and above • Educated & Driven • Professional community in Qatar• Business owners • Corporate employees/ executives • Entrepreneurs • Individuals returning to the workforce • Students • Industries

Tone and Language presented on Social Media:• Professional • Friendly • Insightful • Personable

Desired Outcomes

• Build a strong Social Media audience

• Improve understanding of How Women Work Conference

• Promote engagement before and throughout event to encourage greater participation

• Connect audience with speakers

• Engage and encourage conversation and provide a better understanding of what the conference entails

• Become a “digital” platform to communicate with the external world and for those who did not attend

the event

• Covering insightful and educational speaker conversation during workshops/discussions

• Gain insight into audience responses to better understand conference objectives and to develop future

goals for upcoming conferences

• Engage with attendees during the conference

• Create buzz!

• Provide longevity of the event- keep conversation going

• Build a strong foundation

Our Success!

Across the 8 day period, we achieved the following results:Facebook • Increase of 1,378 people (170.16%

increase) in 5 days

• 414% increase of new people who liked the page in 5 days

• Increase of 11 new Facebook followers in

one day and 33 in total• Increase of 588.89% in ‘People Talking

About This’ • Increase in virality by 11.14% based on

one post ( Highest up-to-date)

Objectives of using Facebook

• Build an online relationship with your audience / provide information

• Utilize an effective social media marketing tool to drive online engagement

• Generating pre-event buzz

• Drive conversation / interest / feedback

• Opportunity for your audience to share your information with their network

• Reach users on an emotional / personal level

• Measure success

ActionIntroduce: 1. New albums including uploading of guest speaker profiles and event magazine2. Adding a custom designed e-newsletter. 3. Provide information on the event4. Seek out new audiences / encourage sharing of content5. Daily updates on the event 6. Event coverage

Through uploading of the guest speakers profiles, this generated the greatest level of engagement and reach - 316 people which contributed to 12.66% increase in virality. Virality is attributed to the number of comments, shares and likes by overall audience.

We were able to: • Build engagement from audience • Create buzz • Provide further information on the event • Increase activity and ‘sharing’ of information• Touch audience on an emotional level

Results from our actions

March 4th total reach started at 605 people

On March 8th increased to 1,983 reaches

An increase of 1,378 people (170.16% increase) in 5 days

Overall Outcome (based on Actions for a five day coverage)

By loading the speakers albums on the Facebook page we had…

An increase of 11 new Facebook followers (10.08% increase) in

one day

Between March 4th

And 5th 11 new likes

Which also lead too…

March 4th -8th 103 people increase

Increase in 1401 people viral reach

An increase of 588.89% in ‘People Talking About This’

Objective of using Twitter for HWW

• Creating instant and consistent updates from

workshop speakers, topics, quotes and comments

during conference

• Encouraging real-time coverage and feedback from

audience

• Reach audience on an emotional level by shared

experiences

• Record and showcase audience perspective,

questions, thoughts

• CREATE #BUZZ

What we were tweeting throughout the event

Created #hwwqatar for easy following stream

Through creating a hashtag for HWW (#hwwqatar ) we were able to:

• Categorize tweets/ posts

• Provide consistent flow of

information throughout event

• Make HWW a “talked about”

conference

• Show tweets easily in Twitter

search

Outcome• Instant consistent posts that

are easy to follow

• Real time comments and

workshops

Actions

We leveraged both our account and followers with HWW

Cont’d By leveraging Qanect’s followers with How Women Work and other twitter users we

were able to reach a larger audience to further promote ‘event happenings’

Tweetwall A shared URL made on Teetwally.com showing all tweets on a big screen while using #hwwqatar

ObjectiveWe introduced a Tweetwall at the Social Media Forum- “How to make the most of it as a professional women” to:

- Visually engage audience to send tweets and comments during forum encourage audience participation - Create real time feedback from audience to be addressed by speakers - To facilitate conversation between those who did not attend the forum or conference with those who did .

Outcome

- Audience became visually encouraged to engage throughout forum - Speakers answered questions from Twitter questions along with regular Q&A’s

Summary

Re-cap of Social Media objectives for HWW • Engagement • Positioning HWW as one of the leaders in the use of social media ( Twitter and Facebook) during

event • Location and Conference Awareness • Professional Growth and Organizational Change• Shared Experiences

Actions • The use of Social Media platforms like Facebook and Twitter throughout event • Build up of event ‘Pre-event’ buzz• Real-time coverage of conference

Outcomes • Real-time user engagement• Consistent coverage of speakers/topics/comments • Created buzz• Positive feedback

Final desired Outcome