Good morning and welcome to the Monday morning marketing podcast, I'm Esther.
And I'm Melanie.
And today we're talking to Samantha Kelly, a.k.a. tweeting Goddess about how to market a virtual summit. Welcome, Samantha.
Thank you very much for having me, ladies.
You're very welcome.
Absolutely. It's a delight to have you, Samantha. And it is kind of like full circle for us, isn't it?
It is. It is. We met Melanie and I met working with Sam. We were working on various events in person. Sam has done women's inspired network events, Irishman's party conference events, a social summit. That's right.
Social Media Summit,
Social media summit, so many, so many that this lady is a master of running events and she's taking her event online.
Take on the world.
Take on the world.
I just want to interrupt you there and tell you I'm not a master of running events. If anything, it's my team that are the masters of running events. I just show up really, and I just do the background stuff. But if I couldn't do any of it without my team, I promise you.
That was going to be one of our questions.
No, I'm not. Trust me.
So it does take an army to get all these things together.
Absolutely. Absolutely.
So the reason why we wanted to talk to you is you've got a virtual summit coming up very soon having you, Samantha. What date is your summit?
I do. It's very exciting. It's on the 21st of October because of covid and everything that's happening in the world. Normally, we do our events in person. But I just said, you know what? Let's just do it online. And that way we can have global and global events that people can attend from all over the world.
And it was time, really it was time that you did.
Yeah, it was time. It was time. And this way, you know, nobody's left out. Men and women can come along and, you know, it's we have actually got I've been busy in the background building relationships with them. We have the Singapore chambering on board. We have the Irish Chamber in Philadelphia. We've the Irish business organisation in New York. And we also have Canada on board as well. So it's kind of nice to you know, I decided to tap into my network and that's what we all should be doing right now during this pandemic, is tapping into our networks and just saying, look, I'd love your support. I'm doing this. Could you help me with a retweet or sharing or something? And so I just did that and I just got them all on calls and we had a chat and there we go. And now it's huge. We've over 30 speakers now as well. So it's really important that we share advice with each other because a lot of countries, we had slightly different experiences. But then again, we've had the same experience with the lockdown and then having to learn about online, having to learn about Zoom. And you know what was funny? I never used Zoom because I used to use whereby or I use Chromecast or, you know, there's so many different platforms for all people. We're talking about Zoom, you know, so I thought it quite funny. So I've had to start using Zoom more than I want to. But at least now people know what a zoom is. You know, they know that it's possible to build relationships and friendships online.
Yeah and this is something that you've been advocating for years.
Yeah.
Building relationships online. So take it take us back to the start.
The start was about 2011 and I started my own business, Funky Goddess, and I was alone parents on social welfare. My father had just passed away. And so I was kind of in a place where, you know, you only live once and life is too short kind of space head. And yeah, I my my daughter at the time, she got her first period, which is a really awkward milestone for girls, and I just felt sorry for her. So I went to the shop to buy her some kind of gift set that I could give her a beginner set or whatever. And I was really surprised to see there was no such thing. I was like, oh, that's weird. And so so there and then in the supermarket aisle, I decided, OK, I'll do it. So I had no money, I had no business experience. I had barely a Facebook page. And I just started Funky Goddess, which was a gift box for girls. But because it was such a taboo topic, it got a lot of attention. So I just started emailing journalists about it. They were like, "oh my God, this is going to cause such controversy". And so I was I ended up on all kinds of shows of BBC and everything. And I just realised from marketing that business that I was pretty good on Twitter in particular. And also I was lonely at Night-Time when the girls would go to sleep. And I just thought I was just chatting to people. But actually I was building relationships I didn't realise. So that's really how it started. And then when I sold Funky Goddess, I, I appeared on Dragons Den and things like that, and I was on TV a lot. So my profile, you know, I got a lot more followers than I suppose. I just wanted to talk to other women who were like me as well and men who were in business. So I started creating little communities of businesses. And so I wish this party was the first one, which is a hashtag on Twitter. And I just saw a lot of magic happening. And I realised actually this is really powerful. When you get people together, like minded people, that magic happens. And it is magic because I just love the buzz of seeing people connected and someone getting a big sale as a result of every tweet I've done or something, you know, and it's just really nice. So really, that's where it started. And now, thank goodness I've established myself as a Twitter expert because there's so many social media experts and Instagram experts and Facebook experts. Well, there weren't many Twitter experts. So thank God I just happened to a lot of it was luck, but a lot of hard work as well. You know.
I was going to say it was definitely hard work because,
oh, definitely
You had some hard graft, Samantha. Myself and Esther have seen you build your community and because we worked alongside you as well. And so we know how much work you put in. And but now you're an influencer and you're topping, you know, charts all over the globe, which is an achievement.
You know, that was so funny, really, because. Yeah, but Melanie, you helped me as well. Don't forget, because remember, I wanted to go to that conference in Manchester, and you told me you were going to a conference in Manchester. And I said, oh, I said, I'd like to go to that. And so then we barely knew each other and we both hopped on a plane. I hate flying. And you had to watch me have some kind of hissy fits because of the plane. And then we ended up staying in. But actually what I did was I reached out to the people in Manchester and said I was going over and was there any speaking slots. And I happened to end up on the stage then on the panel. So that was. But I asked Johnny.
Was that the same as at the same Manchester event that I won the ticket to
Exactly.
You know that that goes back five years now.
Exactly, so that was my first time at an event outside of Ireland speaking on a stage. No, I was only on a panel, but I made enough of an impression, I suppose, during the day as well, tweeting and stuff that like, you know, it kind of got me into that whole space of ash. And I saw other speakers. Maybe I could do that, you know, and I thought and one particular speaker, you know, I went, I can definitely do that. So I said, Rice. So, you know, it was just it started there, really. And then Esther, we hadn't met until that day. And it was Trubridge, this party chat, which I was reading. So, you know, it just all connected together, connecting the dots. And that's what I do a lot of. But I remember, you know, meeting you and then you started working for me afterwards. So, you know, it was worth your while to make that.
Well, I don't know.
Esther, she has seen me at my worst and my best, so we won't say anything about that. But Esther is the most patient person I've ever met because, you know, we've been through the sloppiness. We've been through the, you know, the hard times and the really, really good times. And Esther has been a huge support in the background because you wouldn't see Esther in front of the camera much or stuff like that. Like I would be. But she is in the background, you know, doing the websites and all of that stuff. And, you know, she's done both my websites. And I highly recommend if anyone needs the website and she knows their stuff. And I need to surround myself with people like that, that know stuff that I don't know, like Esther would say to me, oh, yeah, code and backend and this and that. And I'm like, OK, I have no idea what it is and I just give it to you to do that. And that's that's the only business owners listening to. OK, you could spend hours making your own website. But why should you focus on the stuff that you're really, really good at and focus on that and just pay someone. It's worth the investment to get it done right. Get it done, slick, so that you can focus on the stuff that your best.
Thank you, Sam. Thanks very much for that. I wasn't expecting any of that today because we're here to talk about you.
Second, I'm also getting her to do my website as well.
There you go. Yeah. You see, and then and Melanie has supported me, too. I mean, if it wasn't for Melanie's sponsor, one of our conferences. So, you know, it's important that we surround ourselves with people who can add value as well, you know, and that can help us to achieve what we want to achieve. But also, it's about bringing them with you, you know, and helping them. I guess I've often referred business to you. And, you know, it's about not forgetting that. Who are the people that have your back and making sure that you reward them in some way. And, you know, it has been tough financially. Everybody has suffered, I think, the past few months. And it's about loyalty. You know, at this stage, I think a lot of people have been tested. Their loyalty has been tested because some people can't get paid on time. And even me, I was like, oh, my God. I mean, this is just I was like, but I have to get a job, you know? But then when I put up a post saying I was thinking this, guess what? I got inundated with raises because, you know, people thought I didn't need business. People thought that I was OK and I didn't need any work. I was like, I want work I want. So there you go. So it's funny the way people's perception, they see you successful. They think you don't need the business.
It's certainly the bigger you get is something does happen. People see you posting regularly, putting up content and they feel that you don't need it.
Yeah. And you know what? And also people think you're more expensive than you are. You know, they think, oh God, I can't her profile so big I can't possibly afford her. And I'm like, really? Like maybe I'm undercharging. So anyway, yeah, it's fun.
So let's go back to Social Media Summit, but anybody can set up a virtual summit, can they? Literally anybody you don't have to be a well-known speaker or an international influencer, do you know?
No, and that's something I would suggest people do, especially in these times, is why don't you set up a little so much for your audience, for your customers that you already have and find out from your customers what are the issues they're having problems with at the moment. So let's say their biggest issue is getting sales are online sales. Then get an expert to go on the summit and speak to your customers and help them with that issue. And that's really people can set up anyone can set up a summit. But there's different platforms and stuff. You know.
You have a large audience. So is it from your audience that you choose your speakers or does people come to you and, you know, you have an audition, but they have to go through? How do you choose your speakers?
This is interesting. I probably do it different to everybody else in the world. I watch people on Twitter and I watch how they behave and I watch who's bitching about who and I watch about who's adding value and who knows their stuff. And sometimes what I do is I suggest what they like to do a webinar for my women's Inspire network first. And then if I find that that's really cool. Next thing, they're on my radar as a speaker for my conferences, I usually try and choose women's inspire members as much as possible, and I like to give the underdog a chance. So if there's someone like I know that's when I was speaking to the chambers about coming on board and Stofer, I, I often said, look, do you know anyone that needs a boost? You know, because I do like to give someone a chance to hasn't had a chance on stage before. And I did that with Ilina and with Miriam. And, you know, over the years I try and give one member a chance at the stage. I would never, ever dream of being on stage. You know, I'm still trying to get Jacquie to get on board. And, you know, it's like people like that, you know, that wouldn't normally it would be like, no way am I getting on that stage. But if you give them the chance, sometimes they can actually be the most popular speaker of the day. And so, yes, I choose my speakers just from relationships I built. There are some speakers that I know are really, really cool that I might admire from afar, and I would try to get them like Nelly Olson, Little House on the Prairie. I used to love Little House on the Prairie. And now Allison, who plays Nellie Olson, is actually speaking at our conference on the 21st of October. And that started on Twitter. That relationship.
You have no idea who follows you on Twitter. You just don't really understand the audience. They may not even be actually following you, but they are watching you.
Yeah, well, I was watching her and I saw that she was having to cancel loads of things because of COVID. So I reached out to her and I said, you know, I'd love you know, before that even I said, I'd love you to have, you know, she was there. Irish connexions. I said, why don't you come to her to speak at the conference and then go over to it. And then I could see she was struggling and I said, look, you know, why don't you still do the conference? I'm going to do it online. So do you want to still do it? She was like, yeah. And then I helped her. I showed her how to stream yard and stuff. So I did a one hour session with Alison, which was really funny. So. We're kind of very on very good terms, so it's like she's just a human like the rest of us, but I find her very interesting and she's very funny and she's very kind. So, yes, she's going to be speaking at a conference about how she had to adapt, even someone Hollywood star having to adapt to a life, you know.
Melanie
Now, the topic of this year, because you've done a few now summits, haven't you, so and you pick different topics each year and tell us what the topic is this year.
So it was supposed to be leadership and creating new leaders by walking the walk. But when because of COVID in the pandemic and the difficulties business owners are having at the moment, I like to add value according to what's relevant at the moment. And so I said, you know what? We call it leadership, but then we'll have a little tagline underneath saying "how to get your business thriving online post covid" because it's important to tap into the mood of the nation and of the world right now. And this is what people need help with. So people are not going to buy tickets necessarily just for leadership, but they will buy tickets for anything that's going to help them get through moving their business online.
Yeah, there's always a different speakers. There's loads of different topics that are being spoken about from wellness to sales to websites to now. Yes, I'm speaking at the conference
Yeah, and Instagram, LinkedIn, Twitter. So we have all a lot of social media coverage as well, which I think is very important. We also have Dan Ginkas, who writes for Forbes, and he's a customer. I mean, I think we need to remember better customers we already have. And I think a lot of people are so busy trying to get new sales, are forgetting about the customers they already have who possibly could you could sell to or possibly could end up referring business to you. So I made sure I know. And covid hit the first thing I thought was, oh, my God, all my members are going to cancel. I did. I thought that's it no one's going to have money. So I said, hey, hang on, what if I add more value, then they won't cancel. And it worked because I added two extra webinars a week. You know, we did a lot of stuff. I got some of my high profile people that I knew. I interviewed them like Mary Kennedy and Alison and so on. And you know that really I knew that that's the way I had to go. And I also did a lot of free webinars and that was very I'm exhausted right now. But I had to make sure I knew that it was important to keep to stay top of mind and make sure that I showed that I was the expert in online because I knew people were going to start moving on like, you know,
And you are the tweeting goddess. So are you only marketing this event on Twitter or where else can people find out information about the event?
How are you marketing it? Is is is there a strategy that you have in place?
Well, normally Twitter is really where we get most of our sales. So I just do I've started doing videos myself. I don't know if you saw you did one this morning when I came back from school because the people that will come to my conference will be having the same life as I am. And so I'm doing mostly Twitter with Facebook events, Facebook ads, but to be honest, LinkedIn as well. And that's just from sharing, you know, updates and stuff and email marketing. But it's always Twitter. I just stick with what works for me and what works like. It might not work for someone else, but because I 55000 followers and I have people watching and I have a lot of leads there that I know I can go to that probably just haven't had time to buy their tickets. Yes, I just build relationships and I just suggest why don't you come along the next thing to buy a ticket when I put a video up of me, tickets, sales come in. The biggest tip I can give today to anyone listening to this is do tweet at half eight on a Saturday morning or half eight on a Sunday morning if you want to sell tickets to something.
That early! Blooming
Probably you could do it earlier, too, but, yeah, that's what I often do that and I would always have a twist going at that time because I think people are relaxing after their busy week. They might have forgotten about the conference. They meant to buy a ticket during the week, but they're sitting there. The kids want to have a lie on either the mom or the dad and the kids. They're watching Bernie, and they're on their phones catching up and see what's happened.
Arnie's got a mention, WOW!
Everybody can get a mention on this
Torture, yet it's so that's my and my and my members obviously, as well, you know. So if I think things are slow, which they're not together, they're great now. But like they do things, things are slow. Start time to look at different things. And I do find that when the speakers we've asked on speakers to do video, when we have a PR we have a PR campaign going out as well. So we have great she got Allison on six o'clock show last night, things like that. And yeah. So if it's not broke, don't fix it.
Absolutely. And that's totally out of police communications if anybody thinks that she is brilliant.
Yes.
Just last question. Some pros and cons of going virtual versus in-person conference.
Well, you're not going to get this in-person human connexion, are you? But like, nobody can really do that anyway. You can't even hug people. And our thing was always like Brian Fonzo would say, you know, it's hugs, not handshakes. When we finally meet at our event every year and the pros and the cons, the pros are anyone can drop in. You can just go to the talks you want to go to. You don't have to sit there all day. So it's someone you don't particularly like or who's smelly or something. You know, you can actually you can just pop in. You can be in your pyjamas if you want to, you know, and that's what's lovely about it. And then if you and also our virtual so much you can watch the replays, the replays come into your inbox straight after the talk. So you're not waiting around for days for the replays I really love. It's very slick. And John McGarry and he did social selling so much and I saw how that worked. And I was very impressed and I decided to use the same platform.
So you're not limited to numbers either. You're not.
Oh, that's a lovely yeah. That's a lovely plus. But the con is, you know, I had to make it very affordable. Twenty five euros because you know, but because hopefully we'll get more people, it'll balance out. Normally the tickets would be eighty nine ninety euros but they're twenty five euros which is nothing. Even one of those talks is worth more than twenty five euros.
I agree.
It's all about the value.
Yeah. And so where, where can we find more about you, Samantha? If people want to learn more about what you do and how you do it and how to reach you, where would be best
at tweetinggoddess.com. I'm always on Twitter @tweetinggoddess, I'm on Instagram, I'm on Facebook and everything. But really, Twitter and LinkedIn is where I would hang out. So tweeting got us a comment. I'm what I do now is I actually train people if they want to raise the profile and how to successfully raise their profile online in particular. And so that's really what I thrive and that's what I love. But the Women's Inspire network is women'sinspired network.com. If you go to the events section, you'll see the event there. But we're tweeting about it all the time and the Instagram account is brilliant as well. So, yeah, definitely. If you want to come to the conference, I'd love to see as many people as possible from different countries to be globally. You know, I think and we're going to have lunch-time networking so we can network online and you can meet hopefully some of the speakers, the after-party as well. So, yeah, just we're going to it's going to be very relaxed, very relaxed. All we want is that people will learn and share ideas and the hashtag will be hashtag with twenty global. And we'll probably be trending number one that day.
We were there every year.
Yeah. Well thank you very much for joining us today, Sam, and all the best for the conference.
Thank you so much.
Yeah. And it's been incredibly insightful and I'm sure listeners will find this extremely beneficial.
Thanks.
That's us for this week, guys, talk to you again next week. Bye bye.