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.

Google releases Featured Photos screen saver for Mac

Google's Featured Photos screen saver on Mac.


Google today announced that it has come out with a new Mac screen saver that displays certain photos that people share publicly on Google+. Previously these kinds of photos have been available as a backdrop on the Chromecast and other devices, but now they’re available for use on Apple’s desktop operating system.

Recently Google released the Wallpapers app for Android that made its debut exclusively on the Google Pixel smartphone. Today Google said it has also added these photos into that Wallpapers app, in addition to the Mac screen saver.

“With our new Featured Photos screensaver for Mac, you can display stunning, high-resolution photography from our Google+ members whenever your computer is inactive,” Google product manager Neil Inala wrote in a Google+ post.

To install the screen saver for Mac, download it, double click the .saver file in Finder, select Google Featured in the Desktop & Screen Saver section of System Preferences, and then allow the app to download automatic updates.

The screen saver shows a different image each time that it appears. If you have additional displays attached to your Mac, each display will show a different image.

This isn’t anywhere near the first time that Google has come out with tools for Apple’s products. On iOS Google offers many apps, including the Gboard virtual keyboard. On Mac there are fewer Google apps, the most significant one being Chrome. But the screen saver is an operating system-level feature, and now Google has a presence there, one that promotes content from its social network, something that Google has in general been deemphasizing.

Suspected Charleston shooter Dylann Roof reportedly will represent himself in court

Dylann Roof (R), the 21-year-old man charged with murdering nine worshippers at a historic black church in Charleston last month, listens to the proceedings with assistant defense attorney William Maguire during a hearing at the Judicial Center in Charleston, South Carolina July 16, 2015. REUTERS/Randall Hill Thomson Reuters

The man accused of fatally shooting nine African-American people at Emanuel African Methodist Episcopal Church in Charleston, South Carolina, in June 2015 will be allowed to represent himself in court, CNN’s South Carolina affiliates reported on Monday.

Dylann Roof, 22, was deemed mentally competent to stand trial for hate crimes in South Carolina, US District Judge Richard Gergel ruled last week.

The test for competency is whether the defendant “has a sufficient present ability to consult with his lawyer with a reasonable degree of rational understanding” and “has a rational as well as factual understanding of the proceedings against him,” according to Gergel’s ruling.

Roof, who faces 33 federal charges and the death penalty, was an avowed racist at the time of the attack. A disturbing website registered to Roof – with a racist manifesto and dozens of photos of his posing with guns and the Confederate battle flag – was found shortly after the massacre occurred.

Jury selection for Roof’s trial was delayed after his defense attorneys called for a competency test. It will resume Monday. Since Roof is representing himself, he is allowed to reject prospective jurors he thinks won’t give him a fair trial.

The police have said Roof sat with the Wednesday-night bible study group for at least an hour debating whether to shoot “because everyone was so nice to him,” NBC reported last year.

He reportedly confessed to law-enforcement officials shortly after he was arrested that he ultimately decided he “had to go through with his mission.”

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Kansas City Chiefs win wild ‘Sunday Night Football’ game when field goal in overtime hits upright and somehow goes through

Snapshot_20161127_233225NBC Sports

The Kansas City Chiefs won a wild “Sunday Night Football” game against the Denver Broncos when they made a field goal as time expired in overtime, a kick that clanged hard off the upright and still somehow managed to go through.

The Chiefs only made it to overtime by scoring a controversial touchdown at the end of regulation when Tyreke Hill caught a pass and was initially ruled short of the end zone. It looked like time was going to run out without the Chiefs getting off another play. However, officials stopped the clock, reviewed the play, and ruled that despite his knee being down before the ball crossed the goal line, Hill did not actually possess the ball until he was in the end zone. 

RAW Embed

The Chiefs then converted the two-point conversion to force overtime.

After both teams traded field goals on their opening drives of overtime, the Broncos faced a fourth down with under four minutes to go. Broncos coach Gary Kubiak elected to attempt a 62-yard field goal that missed to the left. The downside is that it gave the Chiefs the ball at the Broncos 48-yard line, needing only a field goal to win.

The Chiefs then moved the ball down to the Broncos 16-yard line with just five seconds to go. That’s when Cairo Santos’ game-winning field goal attempt hit the upright so hard it was audible on the broadcast. And yet, the ball still somehow managed to just sneak behind the other upright after the ricochet.

RAW Embed

Chiefs win. Wow. 

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E3-1240 v5 3.50GHz single core perf worse than E5-2650 v2 2.60GHz PHP 5.X

E3-1240 v5 @ 3.50GHz performance is worse than E5-2650 v2 @ 2.60GHz for PHP 5.X. For PHP 7 (and everything else) the E3 is better.

The test setup is Xenserver 6.5 w/Centos 6.8 kernel 2.6.32-642.6.2.el6.x86_64 HVM guests. Each VM has 2 cores assigned. The test is using siege. PHP 5.4, 5.5, 5.6; are all nearly 50% slower for E3. PHP 7 is 200% faster for E3. Varnish is nearly 300% faster for E3. Sysbench tests are 150% – 300% faster for E3. Only PHP 5.X is faster for E5.

I’ve torn down and rebuilt the VM’s several times and confirmed they are the same. I’ve even live migrated them across to the other host/proc and confirmed the same results.

I’ve tried strace, but it isn’t going to work because it adds overhead to every call and the E3 executes that overhead faster. In a browser the E5 TTFB is 167ms; the E3 is 318ms. Stracing the call on the E5 is 548ms; E3 557ms. The E3 executes the overhead of strace faster and the execution times equalize.

What is different about PHP 5.X that it would run so much better on the older generation, slower clocked, E5? Is it the larger l1/l2 cache making the difference? Or something else, instruction set related maybe? What another tool could I use, that adds a little overhead, to see the php execution performance?