Social Media & Content Creation for GBTA Convention 2023 | Dallas

I tackle all campaigns on social with an analytics-first approach. Aesthetic content is a great benefit, but unless it is based in strategy and proven by analytics, it’s not worth the phone it was posted with. I took over GBTA’s 12+ social media platforms in June 2023, only 70 days out from their largest annual event with no social media strategy in place for the event or the company. With no baseline or foundation to work with, I led on the fly.

I built my speed strategy by reviewing the last 6 months of content to determine what was the most and least successful and doubled down on external platform research from Sprout Social and Hootsuite to focus the attention on the average top-performing and converting content. We leveraged the existing event branding and GBTA’s core values of Community, Learning, and Advocacy to develop content pillars and creative social templates to quickly generate attractive, interesting content. Content was published three times per week on a dedicated LinkedIn Showcase, and weekly on all other global and regional socials to promote the event. I also took a radical leap, launching live-streamed morning-show style content. Each morning former-CMO Kevin Fliess would discuss the upcoming events of the day and speakers or sessions of note.

Results:

+35% Engagement rate on LinkedIn Showcase page

+1,550% LinkedIn Post Engagements

+1,745% LinkedIn Post Link Clicks