|Increasing Participation with Social Media|
Helping Conference Attendees Get Social
ESPA (formerly the Association for Convention Operations Management) was looking to increase participation and excitement around its 2012 Annual Conference being held January 6-8 at The US Grant Hotel in San Diego, California.
CMA Association Management developed ESPA’s "Seek & Tweet” contest which offered a new way for attendees to get to know the Conference destination (San Diego) and each other through Twitter. The scavenger hunt style activity required attendees to snap photos of themselves with association leadership, speakers, members or city landmarks and post them to Twitter using the hashtag #ESPA2012. The participants were entered into a drawing to win a complimentary hotel stay for ESPA’s 2013 Annual Conference and complimentary attendance to ESPA’s 2012 webinars.
The contest was promoted heavily on its website and in pre-conference brochures and e-mail blasts. CMA also mobilized the association’s Board in hopes they would inspire other attendees to participate. While on-site at the Conference, CMA helped attendees with questions and monitored participation. CMA also gave a Twitter tutorial to the ESPA Board of Directors to help maximize their Twitter experience.
As a result of this contest and other Twitter participation, tweets using the hashtag #ESPA2012 reached over 20,000 people and yielded over 80,000 impressions, increasing awareness of the association and its activities as well as participation and excitement around the Conference. The contest also increased the general comfort level of attendees in interacting with the association on social media, opening up the opportunity for more association promotions through social media in the future.