WorkSmart Conference

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conference social media campaign

WorkSmart Conference

Conference Social Media Campaign

We were engaged by QUT Conferences, a unit within the Division of Research and Commercialisation at the Queensland University of Technology for a conference social media campaign to promote the WorkSmart Office Professionals Conference on the Gold Coast. This event was aimed at providing a stimulating and challenging environment for delegates to expand their skills and grow. The brand WorkSmart captures the true essence of the conference – to empower each person with the skills and tools to perform to their maximum, while maintaining a healthy work and life balance.

This national conference provides usually attracted approximately 200 delegates; predominately women working in administrative roles, within the public and private sectors. Delegates travel from as far as Sydney and Melbourne and for some, this is their annual work escape and included Personal Assistants, Executive Support, Finance Officers, Executive Coordinators, Project Officers, Office Managers, Business Support, Administration Officers, Secretaries and Faculty Support and Administration.

The conference social media campaign objective was to promote the event and increase likes/followers of social channels. Initially we sent people to the conference website for an expression of interest and later to register for the official event due to be held in October at the RACV Royal Pines Resort on the Gold Coast.

When we commenced with the client they had 27 followers on instagram, 134 on Facebook and 75 on Twitter – a very low base. They had no tracking in place and no databases from previous years to leverage.

We commenced with a strategic session and preparation of a campaign strategy. WE then added conversion tracking to their online assets including the ability to track ‘click to emails’, ‘clicks on the register button’ etc.​

Over a six month period results achieved from a $3236.86 spend to Facebook (+ our monthly management fees) included:

– 297,713 post impressions (people who saw the social posts)
– 2194 link clicks
– 132 who initiated check out
– 16307 video views
– 223 new page likes
– An increase from 500 unique users/month on the website to 3255
– 611 click to register and 18 click to emails
– The client did not provide final event numbers but reported they were increased from previous years and were happy with the outcome.

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