Monthly Archives: November 2016

Top Strategies for Taking Your Online Community Offline with Marketing Events – Stefanie Grieser [SSM019]

How do you go from having no conference – from almost having no marketing team, just you being the 9th employee and one of the very first marketers – to a marketing conference of 1,000 attendees, acclaimed in your industry, a must-attend destination on the annual events calendar?

How do you do all of that in just four years?

We had the pleasure of speaking with Stefanie Grieser, International Marketing Manager at Unbounce, about the multifaceted strategies that go into marketing and growing one of the most successful marketing conferences in the industry. And how marketing events help to engage your audience and create delighted customers for life.

A huge thank you to Stefanie for jam-packing this episode with actionable wisdom and takeaways for social media managers and marketers looking for the best ways to start, grow, and nurture successful marketing and social media events.

How to listen: iTunes | Google Play | SoundCloud | Stitcher | RSS

This episode is available on:

In this episode, here’s what you’ll learn:

Stefanie Grieser shares the fascinating story and strategy of how Unbounce went from small meetups to hosting one of the largest marketing events in the industry. You’ll also learn other great things like:

  • How social media can help you market and grow your offline community
  • Why measuring the ROI of events is challenging, but important
  • Key factors and strategies in promoting marketing events and conferences
  • Where sales and acquiring new customers fits into the event marketing cycle

2 Key Takeaways for Successful Event Marketing from Stefanie

In Stefanie’s words…

1.Keep in mind the backbone of any great event is great content

“Keep in mind the backbone of any great event is great content: deliver great value for your audience and an audience. If you keep those two things top of the priority list I think you’ll succeed in event marketing. Again, I said this throughout the interview, you can have all the bells and whistles and you could be worried and stressed about catering, but at the end of the day that’s lower on the priority list to make a great event.”

2. Keep it simple at the start

“I would also advise people that are thinking about doing event marketing, whether it’s a conference or a smaller meetup, to keep it simple at the start. You don’t need to over-complicate things. Again, keep those two things top of mind, an audience and great content. Really keep it simple. I think the first year you can get sidelined. We’re going to have all these different tracks and all these people and it can get complicated really quickly.”

I think if you simplify things, especially if you’re a one person team. I was by myself. I was doing this. I was spearheading things from the ground up and there’s a lot of people around me would be like, “Oh, what about this? What about this?” I had to … It’s so great to think about all these extras and think about all these different tracks or what we could do here, but at the end of the day I think keeping it simple and keeping those two things top of mind will really serve you well.”

 Mentionable Quotes and Shareable Snippets

Event Marketing Tips with Stefanie Grieser

In Stefanie’s words…

“Really, event marketing is an extension of your content marketing. That’s the backbone to a really successful event. You can have all the bells and whistles, and events oftentimes get overshadowed by all these bells and whistles and great AV and balloons and swag. But really the backbone of a great event is an audience, the people there. That makes an event: a community and great content, valuable content that people can learn from.”

Show Notes and Other Memorable Moments

Thanks a million for checking out this episode! Below are the websites and other tidbits that were mentioned in today’s podcast about creating incredible Facebook communities using groups. If you have any questions for us, feel free to drop us a line in the comments and we’ll respond right away!

Companies and Events Mentioned by Stefanie

Great Quotes

  • “It’s a very big word, but really like any project or startup or even marketing channel, you should think of it as an MVP. Start small. We didn’t start by saying, ‘We’re going to do a conference. We’re going to pull off a conference.’ Yes, we kind of had the endgame in mind: It would be nice to do a conference. But why don’t we take little steps to get there?”
  • “These communities could really be strengthened through in-person encounters. Unbounce is a software company. We provide marketing and conversion software to marketers, and all of our interactions are done online. Building an in-person marketing strategy really actually strengthens some of the ties that we have to our community, to our customers, to people that could be customers – future customers I call them.”
  • “It showed us that people want in-person experiences and events. They want in-person connections. That was one little thing on the road to a bigger event. We did five or six meetups in different cities, and we found that it was really valuable. People were learning a lot. They were a high touch opportunity.”
  • “If you think of an event as a marketing campaign you are driving and you’re using different levers to promote your event to get people to come. Social is one of those, social is something that we integrate into a marketing campaign. It’s always an aspect. Okay, we have this campaign, you have this event. How are we going to tell people about it? We have an audience on social. We have a community on social so we’ll tell them through social media.”

How to Say Hello to Stefanie (and us)

Stefanie “Stef” Grieser is a must-follow marketer on Twitter and she would love to say “Hello” at smgrieser.

Thanks for listening! We’d love to connect with you at @buffer on Twitter or with the hashtag #bufferpodcast.

Enjoy the show? It’d mean the world to us if you’d be up for giving us a rating and review on iTunes!

About the Show

The Science of Social Media is a podcast for marketers and social media managers looking for inspiration, ideas, and results for their social media strategies. Each week, we interview one of the very best in social media marketing from brands in every industry. You will learn the latest tactics on social media, the best tools to use, the smartest workflows, and the best goal-setting advice. It is our hope that each episode you’ll find one or two gems to use with your social media marketing!

The Science of Social Media is proudly made by the Buffer team. Feel free to get in touch with us for any thoughts, ideas, or feedback.

34 Magical “Moana” Facts You Probably Don’t Know

Maui was originally bald, for starters.

BuzzFeed News spoke one-on-one with Moana directors Ron Clements and John Musker in July during a press event at Walt Disney Studios in Burbank, California. And after hearing from a bunch of other key creative voices behind Disney’s latest animated feature, here’s the coolest stuff we learned.

Development drawing for the character Moana.

Disney / Jin Kim

1. Moana was deliberately designed to have a “realistic” body type.

2. Flounder from The Little Mermaid and Olaf from Frozen both appear in the film.

Development drawing for the character Moana.

Disney / Bill Schwab

View Entire List ›

Don’t cancel the retrospective


Not too long ago, I noticed a lot of teams at my company rescheduling or cancelling retrospectives. Sometimes it was because key people were going to be out of office. Sometimes it was because a major deliverable was due and everyone was wildly stressed. Sometimes it was because the project wasn’t as far along as expected, and they wanted to wait for more data. Always it was because of something completely logical and understandable.

But it bothered me a lot.

I turned to the internet to back me up – to give me some “expert’s” opinion on why you should never move or cancel retros, that I could then send out triumphantly to our teams. Instead, I found a dearth of thinking on retro cadence and scheduling. Denied the collective wisdom of the internet, I was forced to look inwards to better understand why these scheduling changes bothered me so much. Is it just that I’m a compulsive rule follower who can’t handle change? Always a possibility worth examining. Were there things I wanted to say at these retrospectives that made the delay problematic? Not exactly, since as a team lead I get to talk plenty enough already.

As a manager, one of the things I have heard over and over again is to never cancel a one-on-one meeting with a direct report. If you have to reschedule, it should be as close as possible to the original time. Rescheduling and cancelling 1:1s is a sign to your reports that spending time with them is not important to you, and doing so should be avoided if you actually respect your colleagues.

The retrospective feels the same way to me. The person who reschedules it is probably a Product Manager or a Tech Lead, dutifully reviewing the schedule for the team and realizing there might be a problem. They invariably send a message to the effect of “Hey guys, this seems like a really bad time – anyone mind if we move it to next week?”

Which of you would raise your hand and say it’s not ok? I’m a fairly forthright person, and I’m not sure I would. It’s a tall order to demand the time of the whole team.

So what’s the big deal about retrospectives anyway? Are we all beholden to the Agile Manifesto, following the pattern just because it says to? I really hope not, and I can say from my experience some of the best innovations on my team have come from retros. To me, a retrospective is like a one-on-one for the whole team, and can serve the same purpose.

These are my favorite things about the retrospective format:

  • Enforced thinking time. We all spend our days running at top speed, so taking 15 minutes at the start of a meeting just to think about a topic is incredibly valuable. Taking time before the meeting would be even more impactful, but baby steps.
  • Ideas from each individual. The format encourages every single member to contribute to the discussion. The mix of written and verbal discussion affords avenues for people with different communication styles to all have their feedback heard.
  • Venting. In the same way that sometimes a 1:1 needs to be a blowing-off-steam session, group venting in a retro can be cathartic and much healthier than silent stewing.
  • Pulse taking. As a manager, some of my best sense of how the team is doing comes from retros. Teams are most healthy when every member has things to say, positive or negative, and is willing to discuss them out loud with the group. A retro with lots of things to “stop doing” isn’t necessarily a bad thing; one where there’s no constructive discussion probably is.

So you don’t want to cancel your retros. Rescheduling may sometimes be warranted. You are not likely to get great thoughtful ideas out of people who are stressed out and thinking about an imminent release the whole time. On the other hand, if it happens a lot, it can send a message that the team doesn’t value retrospecting (and probably is also oversubscribed).

I found that just reminding teams that retrospectives are a first-class calendar system was enough to effect positive change. Rescheduling will always happen, but it’s approached with more thought and consideration. My team realized we were actually in a format rut, so we decided to try the sailboat retrospective. Pro tip: It’s more fun if you add pirates.

Cat Miller is Staff Software Engineering Manager at Flatiron Health.

Perros que no olvidan, motores imposibles, fístulas que hicieron historia. Lo mejor de la semana

Dejamos atrás el Black Friday, y nuestra tarjeta de crédito respira aliviada (hasta que mañana nos embista el Cyber Monday). Con los Estados Unidos de fiesta, ha sido una semana lenta en noticias, pero con un puñado de artículos memorables que vale la pena repasar. Aquí tienes lo mejor y lo más leído de la semana.

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