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Social Media for Space Events
#IAC2014 Toronto
3 October 2014
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Agenda
• Social Media Strategy• Communication Mix• Three phases of a
social media campaign• Practice
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Social Media Strategy
Mission and Vision
Corporate Strategy
Marketing Plan
Communication Plan
Social Media Plan
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Communication Mix
Communication PlanW
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Synergy between Channels
• Channels support each other• Share content• Website is central element…
At least in 2014 it is…• Each channel has its own specific
added value• Mix depends on organization type
and corporate objectives
Communication Plan
Web
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Social Media Campaign Tools
• Depends on Objectives, Content and Audience• Each tool targets specific element of this cube
Objectives
Target AudienceContent
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Social Media terminology
Objectives
Target Audience
Content
Social Media Strategy
Content Management
Community Management
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Phases of a Social Media Campaign
Phase 1 – Before the eventPhase 2 – During the eventPhase 3 – After the event
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Phase 1 – Before the event
• ObjectiveConversion, promotion, community, service
• ContentWebsite, press releases, brochures, logistics,content calendar
• AudiencePotential speakers, exhibitors, sponsors, visitors
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Phase 2 – During the event
• ObjectiveWebcare, information, community, publicity
• ContentPhotos, live reports, video, social media mentions, press reports
• AudienceVisitors, online audience (future visitors), press
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Phase 3 – After the event
• ObjectiveWebcare, results, community, publicity,keep momentum
• ContentStatistics, blog posts, media reports, plans
• AudienceSponsors, press, brand ambassadors, future visitors
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Implementation
• Phase 1 – Strategy, resource planning, tool selection, community building, content creation, start monitoring
• Phase 2 – Live reporting, live monitoring, webcare
• Phase 3 – Analysis, community management, transfer to next event, keep momentum
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No Social Media ROI without I
• Social Media is a strategic instrument• Results depend on quality of the plan• No Social Media ROI without I
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Thank You!
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