Association Insight International & European 1 | Page 61
Association Success Story
SOCIAL MEDIA PAID REACH
Facebook sponsored story on the day of the event, 14 November 2013.
Results:
During the 24-hour period, participants created 1,277 total tweets using the hashtag #ialdchasedark, with 1
million total timeline deliveries, reaching approximately 200K total users, on Twitter alone.
IALD gained new visibility within the lighting industry, generating interest from new potential members and
creating the momentum that may result in three new regions/chapters of IALD based on the success of the
event.
IALD’s Klout score jumped from 53 on 13 November 2013 to an association-high of 58 on 20 November 2013.
The event has been shortlisted in the special-event lighting category of the 2014 Lighting Design Awards,
produced by Lighting magazine.
Learning Points:
We need to encourage more grassroots participation by lighting designers who may not be in close
proximity to a participating region/chapter.
Recognising and addressing the difficulties of organising a global, volunteer-driven event.
Addressing the issue of creating value for the sponsors.
That the success of this event was down to detailed planning and close communication with
region/chapter coordinators.