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SocialOnline Media Tactics for Annual Meetings

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Diminished reach of traditional media; fewer outlets, fewer journalists ... Social media has the potential to enhance a reporter's job. ... – PowerPoint PPT presentation

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Title: SocialOnline Media Tactics for Annual Meetings

1
Social/Online Media Tactics for Annual Meetings
2
New/social media because

Online formats and tools are now primary rather
than secondary content areas
You deliver your message directly to your
audiences
Diminished reach of traditional media fewer
outlets, fewer journalists
You reach self-selecting individuals interested
in topic-specific messages
Extends your reach to new audiences and outlets

3
New/social media because

Journalists are using it (a lot)
Fosters connections with journalists and
facilitates a two-way conversation
Permanent presence in the databases
Increase organizations online visibility as a
thought leader

4
What Reporters are Hearing about using Social
Media

Dont isolate your online activities from your
real life. Make real connections with your
audiences
Dont be stingy. Link to other people, and
theyll link to you
Be selective. Instead of focusing on amassing
followers , the real benefit from social media
may be that it helps you sort out information
Take a step back. Social media has the potential
to enhance a reporters job. The traditional
reporting process needs to be taken apart and
seeing where the individual pieces fit now,
said Patrick Cooper of USA TODAY.
(Tips from participants on a panel on social
media at NVision, a gathering of journalists at
D.C.s Newseum, and reported on SmartBriefs
SmartBlog on Social Media, March 30, 2009)

5
Traditional annual meeting outreach
6
It is a simple extension of media

Radio audio clips
Podcasts posted/distributed widely
TV video clips
Posted/distributed widely
Print online opportunities
Web sites (yours and others)
Blogs
Chat rooms, message boards, etc.

7
Annual Meeting Tactics
8
Your Web site a critical element

Is it meeting the news needs of media?
Is there a clear path for media to the news room?
Do your provide the whole package
Releases (HTML, Word /- PDF)
Bios with photos
Images, graphics
Streaming video, animation
Audio actualities, podcast segments
Size of files, resolution of images, etc.
indicated?
Password protected content when appropriate?

9
Your Web site cont.

Audit your Web site
Speed/technology
Appearance, layout and color, fonts, images
Structure and navigation
Content and messages
Search Engine Optimization (SEO)
Interactivity comments, questions, email
address collection, RSS feeds
Comparative analysis vs. top competitors

10
Special Annual Meeting Media Kit

A one-stop shop (releases, podcasts etc.)
A temporary site, online for a year

11
Radio Audio

Tactic - Podcasts
Tape 3-5 minute interviews with spokespersons
about meeting topics
Can be an extension of your Radio News Service
(actuality) program
Professional broadcaster interviews on-site or in
advance of meeting by phone
Q A or have spokesperson talk about a meeting
topic
Keep it interesting

12
Audio Podcasts

Distribution
Alert target audiences (members, media, affinity
groups), encourage sign-ups to RSS feeds or an
email alert
Post podcasts on your Web site, Facebook, iTunes,
Pod Nova, Juice, Podcast Pickle, Odeo/science,
etc.
Offer to other Web sites, blogs and suggest they
link to your audio content

13
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14
Video Podcasts

Distribution
Post on your Web site
Post on annual meeting or organization Facebook
page, You Tube, Odeo, others
Offer to Web sites and blogs (e.g. abcnews.com,
about.com, medscape)
Alert media to video and provide link to your Web
site

15
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16

Distribution
Pitch to webeditors_at_abcnews.com
Cant be promotional

Distribution
Accepts videos
Pitch specific disease group or topic web group

Distribution
Send an introductory letter to news_at_webnet.com
Physician editorial panel reviews and consider
content

Print Tactic - Facebook
Set up page specific to your organization and a
special one for your annual meeting
Connect with members, affiliated organizations
and the general public about annual meeting news
Can be a temporary site, taken down in weeks or
months after meeting

Distribution
Post audio, video and meeting news releases,
Assign staff to site upkeep and to respond to
visitor comments/queries
Update the page at least once a week (more is
better)

21
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22

Print Tactic Flickr
Post annual meeting pictures (i.e. press
conferences, research awards)
Distribution
Alert media to pics so they can download and
include them in their coverage

23
Blogs

Print Tactic - Blogs
Assign members, organization leaders or staff to
blog about the meeting before, as its happening
and after
Rotate blog authors so its not a time drain
Monitor posts so comments are answered and
content is fresh

24
Blogs

Distribution
Promote the blog to
Your members
Members of related societies
Advocacy groups
Bloggers who write about your topics (look up
blog directories e.g. Mommy blogs)

25
Blogs

Distribution
Encourage blogs, Web sites to link to your blog
(media blog already)
Post blog entries on your Web site, Facebook page
Link Twitter followers to your blog for
additional annual meeting insights

26
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27
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28
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29

Print Tactic - Twitter
Tweet about highlights from the meeting, issues
and summaries
Set up a Twitter account , let your audience know
in advance and encourage them to follow you
Alert media to your Twitter presence and follow
reporters on Twitter
Establish a hash tag (subject) to track your
tweets and ask your followers to use it so you
can track the discussion

Distribution
Have one or more members or staff provide regular
updates during the meeting
Link Tweets back to your Web site for meeting
info

Distribution cont.
Post monitors at annual meeting to broadcast
real-time tweets
General public may also follow the meeting
Summarize all the live tweets from the conference
in a blog post

Tips for live tweeting from a science conference
(from a tweeter)
Don't forget to enjoy the conference and your
live tweeting from it. Otherwise, it's worthless
Ask your Twitter followers what they think of
your updates and what they want to know from the
conference
Live tweeting can be 'non-live' (evening better
quality )
Summarize all of your live tweets from the
conference in a blog post. It is helpful for
later reference
(source Clinical Cases and Images -
Bloghttp//casesblog.blogspot.com/

33
How it can work Success is Tweet
34
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35
Measuring Impact of Social Media

Build in something to measure
Track hits to Web site
Track increase of online mentions and presence in
search engine returns
Calls, email queries
Tonnage (where did it appear, who reads, watches,
listens)

36
Youll be in good company(Source Association
Social Media wiki)

Category Associations Using Social Media
This is a list of associations using social
media. To see what kind of social media each
association is implementing, visit the individual
association pages. You may also visit
SpecialCategories to select lists by specific
types of social media.
Add Your Association to This List
A
AARP
ARMA International
ASAE and The Center for Association Leadership
Air Conditioning Contractors of America
American Anthropological Association
American Association for the Advancement of
Science
American Association of Motor Vehicle
Administrators
American Bar Association
American Cancer Society
American Chemical Society
American College of Rheumatology
American College of Rheumatology Research and
Education Foundation