Welltodo Summit Social Media
Developed social media strategy and created content for Welltodo's 2019 Summit
Content Creation / Copywriting / Engagement Strategy
Welltodo helps people build incredible businesses and careers in the wellness industry.
Welltodo is a brand the focuses on connecting the wellness community, through news, events and a careers platform. They have a well-established and popular brand, with a clear look and feel, and already have a presence on social media. The Welltodo Summit enables attendees to kickstart their business and discover new ways to grow, innovate and succeed in the global wellness industry. Open to entrepreneurs, investors, industry stakeholders, wellness brands and individuals interested in becoming more involved in the wellness industry.
I worked with Welltodo to manage the social media for their 2019 Summit across multiple social media platforms.
I began by establishing the main goals for the social media during the event, and the KPIs for each of these.
I created goals focused around the event structure, event audience and the Welltodo brand, and used these to define my social media strategy. Here are a few of the goals I was planning around:
Encourage engagement from Summit attendees
Social media engagement from Summit attendees is positive not only for the Welltodo brand, but also all of the partner brands who were attending the event
Share the highlights from the day for non-attendees
Not everyone was able to make the event. Sharing the highlights invited people to enjoy the day even if they weren't able to be there
Spotlight partner brands and their stories
There were a number of exciting brands at the summit, both newer and more well-established, with inspiring stories to tell
Selecting a specific social platform to focus on requires some insight into audience and brand reach.
Managing social media on the day of an event as a one-man-band means researching the most effective means of reaching your audience, based on what kinds of followers are on each platform. While a consistent presence is advisable across all social platforms, it is likely that there is one (or sometimes two) specific platforms which are best suited to focusing on for certain events of campaigns.
Based on audience insight, Instagram was the most relevant platform for the Welltodo Summit - Welltodo have a large audience on Instagram (currently sitting at 14.7k followers), and using Instagram stories allowed us to create a 'live' feel to the content.
One third of the most-viewed Instagram Stories are from businesses
I also created content with a similar look and feel for other platforms, such as Facebook, Twitter and LinkedIn, where Welltodo also have a presence. The tone of voice and specific focus of each post was tailored to the platform is was shared on, meaning that it was as relevant as possible for each platform's audience.
Need for Speed
Creating templates and planning content allows you to be more agile during an event.
Events are usually quite fast-paced for a social media coordinator. There is often a huge amount to capture, and if there is only one of you, then effective time management is essential. Another way of ensuring you don't miss anything is to map out the content you want to capture based on the agenda for the day, and then template the visuals. This is particularly effective for creating branded Instagram Stories. Below are some examples of the template-based visuals created for Instagram Stories.
I shared content across platforms on the day of the event.
Maintaining a consistent tone of voice was a key element on the day of the event - I was keen that regardless of the platform, the brand still resonated with users. Everything we shared was original content, and there was a balance between videos, animations, photos and copy.
The follow-up content after an event is just as important as content on the day.
A week after the event, we shared content across the various platforms. We incorporated some of the professional photography into this, and directed people to the photo album as the call to action. There were different focuses for each platform:
Considered to be a more personal platform - We focusing on sharing most of the photos on here in an album format
We broke the LinkedIn follow-up posts down into topics/talks, rather than sharing one post with a lot of photos. As most people are on LinkedIn for professional content, it makes sense to really take advantage of the great discussions that were had on the day. We shared 3-4 posts about the event, broken down by a specific topic and accompanied by relevant photos, using a more conversational tone to encourage engagement.
Note: Not only does this provide more event-centric content, but also boosts posts to a wider audience by covering more topics than a more 'generic' photo album post would. It is more likely to be relevant to LinkedIn users, and is more informative.
Twitter is known for its limited characters, so the focus for this platform is concise and snappy copy. We also increased the use of hashtags on this platform.
We used Instagram Stories to share a short recap of the summit and tagged event sponsors/partner brands, while also redirecting viewers to the Facebook album for the full photo album. We also shared an Instagram post reflecting back on the event.