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How Events Can Build and Support Global Communities

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International Social Summit

Turn�Global

Jo Juliana Turnbull

May 5, 2023

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ABOUT US

Turn Global - Remote Digital Consultancy Business based in Europe

Jo Juliana Turnbull

  • Freelance Marketing Consultant
  • Working in SEO since 2008, agency and client side in Australia, London and Barcelona
  • Organiser of Search London - and Search Barcelona - June 29th
  • Global Freelancer of the Year – Finalist 2020
  • Digital Women - Innovator of the Year – Runner Up 2021
  • Founder of Turn Digi - online event
  • EU and Company Cultures Awards Judge
  • Chartered Marketer

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OVERVIEW

Agenda

  • Getting Started
  • Methodology
  • Results
  • Become Involved
  • Takeaways

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Getting Started

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HAVE A GOAL

Three Different Events

    • Search London
    • Turn Digi
    • Tea Time SEO

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HAVE A GOAL - SEARCH LONDON

Support those in search & create a platform for new speakers

    • Keep the goal in mind
    • Not experienced
    • Been in agency life 1 year
    • Working in SEO less than 2 years
    • SEO, PPC and Social
    • Took over October 2010

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KEEP THE MOMENTUM

In less than 2 years = 1000 members and 13 events !

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CELEBRATE MILESTONES

Birthdays and record talks

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OPENING DOORS

Search London led to becoming involved in blogging at global events

    • Blogger for State of Digital and UK Search Awards
    • Became Awards Judge
    • Euro 2012 Roadshow met more than 50 SEOs in 2012 in Europe, USA and Australia - interviews
    • Wrote 92 blog posts for State of Digital - winner of best search blog
    • Attended SMX London, NYC, IntSS NYC and London, Search Love
    • Led to my first speaking gig at ClickZ NY (when I was living in Australia)
    • Then set up Turn Digi and also Tea Time SEO

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This was one person - what could it do for a business?

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OPENING DOORS

SEO Roadshow

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Methodology

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NO METHOD SET OUT - SEARCH LONDON

A passion to support others and continuous learning

    • Keep in mind objectives - share and promote first time speakers
    • Promote good work
    • Consistency is key
    • Write out learnings on a platform - State of Digital
    • Interviewed others in search - made them more approachable
    • Supported other events

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OBJECTIVES - TURN DIGI

Maximise my network to promote others

    • Provide a platform to connect those in search and online marketing industry together - globally
    • Help others in the industry promote themselves especially small businesses and self employed
    • Attract a diverse range of speakers
    • Encouraged more women to take part
    • Run events in Spanish, French as well as English
    • Have actionable tips - no theory

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METHOD

Now I knew my objectives - how could I achieve them?

    • Maximise my own network
    • Notice who is not as well known and promote them
    • Have an accessible platform = YouTube and Streamyard
    • Create good artwork - via my network fund a designer
    • Connect others and referrals

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OBJECTIVES - TEA TIME SEO

Set up March 2020

    • Keep connections alive during covid
    • Create mini events around “tea time”
    • Share tips in short bursts
    • Promote first time speakers from around the world
    • Promote good tips

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METHOD

Maximise Time

    • No paid media so needed to maximise resources
    • Contacted those who interviewed before
    • Used platform was using for Turn Digi - Streamyard
    • List of topics lacking in the industry
    • List of speakers and locations

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Results

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SEARCH LONDON

12 Years = 12th Birthday party

    • 90 Attendees
    • Diversified lineup of speakers and topics
    • Engaged audience

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SEARCH LONDON

12 Years

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5 attendees from 5 different continents

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TWITTER

Birthday month - February 2023

Twitter - Search LDN

  • Birthday party month - most impressions

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Twitter - SEO Jo Blogs

  • More mentions BUT less impressions

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LINKEDIN

Optimise Your Social Media Profiles

Twitter - Jan - April 2023

  • 69 more Twitter followers (over 4 months)
  • 150 more Twitter followers personal account
  • Now 1,621 Followers
  • The more interaction, the more impressions and followers

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Linkedin - Dec - April 2023

  • 218 Followers since mid Dec 2022

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SEARCH LONDON RESULTS

Did I meet my objectives?

    • Provide a platform for first time speakers and have a supportive community for those in search

Small community - everyone knows one another

    • Increased my branding in the industry
    • Personal Twitter and Linkedin followers over 5k and 2k respectively
    • Grew Search LDN brand to over 1.5k Twitter followers
    • Generated more leads

From Search London - had many contracts

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SEARCH LONDON SPEAKERS

Promoting new speakers across the globe

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SEARCH LONDON MEMBERS

12 years and over 75 events

    • May 16th - online
    • June 12th - in person
    • PLUS Search Barcelona - June 29th !

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RESULTS DID NOT EXPECT

Pleasant surprises

    • Formed lots of good relationships globally
    • Invited to be a co-host of WTSFest 2021
    • Invited to host WTSWorkshops
    • Mentor of WTSEO community
    • Promotion from others on social
    • Referrals from others
    • Met many SEOS worldwide in person

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TURN DIGI RESULTS

Did I meet my objectives?

    • Help others in the industry promote themselves especially small businesses and self employed
      • First Turn Digi - 18 speakers and 12 had their own business
      • Second Turn Digi – 5 out of the 12 speakers had their own business
      • In both sessions promoted both Nicky Carey who has her own business and did the branding for the presentation
      • Alexunder Hess has his own design business and did the logo and artwork for Turn Digi

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TURN DIGI RESULTS

Did I meet my objectives?

    • Wanted to attract a diverse range of speakers
    • At the first Turn Digi - we had 18 speakers calling in from 8 different countries & 3 different continents.
    • Some were not on the regular speaking track including Sheri Mandour and Lily Dedman who both spoke about Diversity and Disability – topics not always addressed
    • INTERNATIONAL - English, Spanish and French
    • Encouraged more women to take part
    • First Turn Digi, 14 out of 18 - women speakers
    • Second Turn Digi event, 8 out of 12 - women speakers

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TURN DIGI

Connect with others across the globe

    • Launched with 18 speakers from 8 countries in April 30 2020
    • 77,300 impressions over 28 days (by May 16)

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TEA TIME SEO - RESULTS

Connect with others across the globe

    • Daily Tea-Time SEO educational talks from a diverse group of expert speakers across the industry, including several first-time speakers
    • Live sessions daily since March 30th (except bank holidays)
    • May 14th, - These three women were first time speakers;
    • https://www.youtube.com/watch?v=ERyQ-bLAVjw
    • 44 of the 93 speakers were women
    • 30 and 60+ live views per video
    • In the first 6 weeks generated 358 new SEO contacts

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TEA TIME SEO

Traffic across the site and social media was up

    • Site traffic up by 17% for the 6 weeks of “Tea-Time SEO” compared to the 6 weeks before
    • Organic search sessions up 17%
    • Social traffic up 152%
    • Email traffic up 104%
    • Twitter – April 2020 Impressions up 145%

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TEA TIME SEO

Traffic for YouTube was up and no paid media !

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GROWING A COMMUNITY CAN ACHIEVE BUSINESS GOALS

Increase in brand visibility and leads

    • Supporting a community is good for business
    • Your company is involved with helping others
    • Your company is paying it forward
    • More brand visibility through sponsorship
      • Increase in social mentions
      • Growth of followers
    • Increase in traffic
    • Generates leads
    • WHICH TURNS INTO SALES !

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Get Involved

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HOW CAN YOU BE PART OF GLOBAL COMMUNITIES

Look out for opportunities

    • Promote events on social media
    • Write about events in newsletters - Aleyda’s SEOFOMO
    • Buy them a coffee
    • Be a partner
    • Be a media partner
    • Be a sponsor
    • At your company:
    • Nominate another speaker if you’ve spoken already
    • Encourage team members to attend events
    • Allocate budget towards training and networking

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EVENTS IN 2023

Online and in person

    • Search London - June 2023
    • Mozcon - August 2023
    • Women in Tech SEO - September 2023 - USA
    • Inbound - September 2023
    • BrightonSEO - September 2023
    • AdWorld Experience - October 2023
    • International Search Summit - November 2023

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Takeaways

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TAKEAWAYS

Before creating an event - think about the gap you are filling

  • Turn Digi
  • Provide a platform to connect those in search and online marketing industry together
  • Help others in the industry promote themselves especially small businesses and self employed
  • Attract a diverse range of speakers and talk about different topics - Diversity and Disability – topics that are not always addressed at events
  • Host an event in other languages - not just English
  • Encouraged more women to take part

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Takeaways

When supporting an event think about your company’s AND

the event’s objectives

  • How do you want to align with the event?
  • How can you best support them?
    • Free trial
    • Working on a study or survey together
    • Buying scholarship tickets for their event
  • Have a consistent brand image to promote
  • Important to have consistent messaging

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TAKEAWAYS

Think about how much more impact a company can make vs one person

  • Nearly 3,000 Linkedin views of 1 post
  • 214 leads created in 3 weeks
    • No paid media
  • 682 YouTube views on 1 day
  • Nearly 73k Twitter impressions

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THANK YOU

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@SEOJoBlogs

@SearchLDN

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CONTACT DETAILS

Turn Global - Remote Digital Consultancy

Jo Juliana Turnbull

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@SEOJoBlogs

@SearchLDN

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Come to Search LDN’s Online Event

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bit.ly/searchldn-may

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Photo source: Jan Kopřiva in Unsplash

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GET INVOLVED

Search London - online - May 16th - bit.ly/searchldn-may

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