Creating Buzz for the Leadership Energy Summit Asia (LESA) 2017

Iclif, a leading provider of leadership development programs, hosts the annual Leadership Energy Summit Asia (LESA), bringing together global leaders and industry experts. For the LESA 2017 event, I was tasked with creating buzz and generating awareness to increase participation and engagement on social media, particularly on Twitter and Facebook.

Iclif’s goal for LESA 2017 was to boost attendance, raise awareness about the event, and engage professionals globally. With the competitive nature of online events, the challenge was to create hype and stand out in a crowded digital space, leveraging social media platforms to generate excitement ahead of the summit.

1. Increase event visibility and build anticipation on social media.
2. Drive website traffic and increase leads through professional channels.
3. Engage the audience with relevant content, including speakers, event updates, and real-time participation.
4. Position Iclif and its leadership event as an industry leader on social platforms.

1. Viral Content Creation 📣

• Focused on crafting engaging posts that would resonate emotionally, using real-time event updates and speaker highlights to create excitement.
• Promoted the #LESA2017 hashtag, encouraging followers to share their experiences, creating organic conversations around the event.

2. Targeted Social Media Ads 🎯

• Ran Facebook and Twitter ads to promote the event and engage the target audience.
• Utilized A/B testing to optimize ad creatives, copy, and placements for maximum engagement and click-through rates.
• Focused on ad scheduling during peak times like lunch hours and after-office hours for higher engagement.

3. Event Engagement & Real-Time Updates 📸

• Actively tweeted and shared live updates from the event, including interviews, images, and videos.
• Engaged the audience in real-time by asking them to share their own experiences using the event hashtag.

4. Content & Speaker Promotions 📅

• Designed weekly social media posts leading up to the event to showcase speakers and event details, driving awareness and anticipation.
• Posted about keynote speakers and topics, positioning LESA 2017 as a must-attend event for industry professionals.

5. Community Engagement 🤝

• Engaged followers by responding to comments, sharing content, and participating in conversations.
• Fostered excitement by sharing exclusive behind-the-scenes content and event teasers.

Twitter Success 🚀

• Created enough hype to place LESA 2017 on Twitter’s trending list during the event—an achievement that significantly increased visibility for Iclif.
• Encouraged audience participation via the event hashtag, which resulted in increased interaction and engagement across Twitter.

Strong Social Media Performance 📊

The Facebook Ads campaign delivered impressive results with 350,000 impressions and 175,000 reach, effectively driving awareness for LESA 2017.

• The 15% Click-Through Rate (CTR) indicates strong engagement from the target audience.
• The ads resulted in 3,571 clicks to the campaign landing page.

Cost-Effective Campaign 💰

With a RM 1000 budget, the campaign maintained a cost per click (CPC) of MYR 0.28, ensuring high ROI and efficient use of the ad spend.

Real-Time Event Engagement 📸

Social media engagement during the event, including live updates and interaction with followers, helped place LESA 2017 on Twitter’s trending list and boosted overall visibility.

Facebook Growth 📈

• Page Likes: Increased by 200% within a year, from 3,769 to 6,504 likes, as a direct result of social media promotions and event hype.
• Lead Generation: Gained significant leads through Facebook Ads and post-event follow-ups, increasing interest in Iclif’s programs.

The LESA 2017 event received notable coverage from major media outlets, further amplifying the event’s reach and impact. Some key articles include:

• Galaksi Media: "5th Iclif Leadership Energy Summit Asia: Addressing Leadership Challenges in the 21st Century"
  Read the full article here
• The Edge Malaysia: "Zeti: Concept of Leadership in the 21st Century Demands New Thinking"
  Read the full article here

These articles highlight the significance of LESA 2017 and contribute to the credibility and visibility of the event.

This campaign demonstrated the power of organic content marketing, real-time engagement, and targeted paid ads in generating buzz for an event. By leveraging a multi-channel approach and continuously optimizing content and ads, I was able to help Iclif significantly boost engagement, increase visibility, and place the LESA 2017 event on the social media map.

Iclif’s social media presence was amplified not just by paid ads but also through organic engagement, real-time event promotion, and a strong community-driven strategy. This case study highlights the impact of integrated digital marketing strategies on event promotion and brand awareness.