How to put together a strategic plan for social media - made for the Exhibition and Event Association of Australasia (EEAA) industry day. Features Australian social media statistics, a step-by-step plan and some philosophy.
1. FROM Will they turn up? TO Will we turn up? A moment of digitally induced self-reflection for the events and exhibitions industry www.mccann.com.au | @mccanntweets www.markpollard.net | @markpollard
59. Then put the complicated stuff on one page per persona (and challenge yourself to write the over-arching strategy on one A4 piece of paper) [Examples and diagrams removed]
60. Play with a path to purchase Life-embracing retiree Awareness Consideration Preference Purchase Message Experience Content Metrics Awareness via quant survey Searches. Website visits.
61.
62.
63.
64.
65.
66.
67.
Editor's Notes
Where to start – with an industry that deals with everything from baby events to boat shows, from consumer to B2B?
Let’s start with the secret about digital marketing. Credit: Shh photo http://www.flickr.com/photos/21994122@N04/3261645610/
There are 5 things that seem to get in the marketer’s way when it comes to embracing this Credit: http://stratfordcharter.files.wordpress.com/2009/10/obstacle.jpg
An example of how we (at McCann) are to apply our talk to our walk. New website: all content hosted off-site (YouTube, Behance, Slideshare) but aggregated via our www.mccann.com.au URL. We’re learning as well – about what content people are interested in (from us), where, when and so on. The point is: we’re living what we preach.