Is your association looking for new ways to increase its event attendees or build a better social media presence? Are you having trouble reaching new audiences? Discover how the Red Chair Communications team used a social technology tool in order to help Options IX for the Control of Influenza grow its social media presence and ultimately reach its target audience.
The Options for the Control of Influenza conference, which takes place every three to four years, is the largest conference exclusively designed for leading virologists, epidemiology and infectious diseases researchers, clinicians and scientists. Year after year, it consistently attracts an international, diversified audience.
The RCC team is currently marketing the next Options conference, Options IX, and needed to discover new and effective ways to reach the target audience. Not only did they need to start building a new conference brand on social media, but they also needed to build their own segmented lists for email marketing and outreach efforts with the ultimate goal of driving traffic to the website to register.
For the Options IX conference marketing, this is the first time that RCC is using a social technology tool to capture prospects through social media research. With 73 percent of Americans on social media, what better way to reach your specific audience than through a resource that is so commonly used?
The ongoing effort of using the social technology tool for Options IX has proven to be successful thus far. RCC utilizes the social technology tool by setting up a predefined engagement workflow to establish a natural flow of engagement. The automation of the tool allows for interaction between the user and Options IX, which has resulted in conversions and has helped RCC build the Options IX social media brand reputation. Additionally, RCC has been able to capture prospects’ email and social media handles by building segmented lists through the tool’s lead export function.
Since RCC began using the social technology tool in November, we have seen a 366 percent increase in Twitter followers and have discovered over 4,500 new prospects, as well as a 31 percent link click rate and a 19 percent response rate, meaning the captured prospect responded to a direct message.
This graph indicates how using the social technology tool has caused an exponential increase in Twitter followers.
This chart indicates the number of prospects captured based on keywords in their job title or social media profiles and how these keywords coincide with their likeliness to interact with Options IX. Because of the functionality of the social technology tool, these numbers are above the industry average.
