GBTA Convention 2023

Project Term: June 2023 - August 2023

The Scenario

In June 2023, Moira took the lead on social media at the Global Business Travel Association (GBTA). The first seventy days in this project were focused on their largest annual event, GBTA Convention. Without a tight timeline and no previously determined social strategy or policies, Moira jumped in and led on the fly.

The Analytical Approach:

There wasn’t a lot of data available nor were metrics specifically tracked up to this point, so much of the strategy and plan of approach was based on current performance against average benchmarks for the company. Moira reviewed content from the last six months 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.

The Creative Approach:

For a fast turnaround approach, Moira leaned into the conference and GBTA’s branding, leveraging the brand’s core values of Community, Learning, and Advocacy. All social content focused on highlighting the value of the event based on those elements. By partnering with the Conference’s marketing manager, Moira was able to restructure the graphics created for email communications and reshape the layout into a more social-friendly graphic.

Moira also took a radical leap in the on-site social, taking on scripted live-streamed social content for the first time in GBTA social. On Day One of Convention, we debuted Coffee with Kevin, a short stream featuring CMO Kevin Fliess. Each outlined the day’s themes, highly anticipated sessions, and star-studded speaker schedule in a Good Morning America-style show for attendees.

Results of the Approach

The social media strategy led to impressive results. The engagement rate on Convention LinkedIn page increased by 35%. Post link clicks skyrocketed by 1,745%, and post engagements saw a massive 1,550% increase.