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General Overview on Social Media By: Caroline Faillet, Founder and Managing Director, BOLERO, Paris, France and Stéphanie di Mattia, Counsultant, High Potential Ressources SAS
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Social media in the Exhibition Industry?
UFI Focus MeetingApril 30, 2010Paris, France
Stéphanie di MATTIAConsultant, HPR
Foresight & Strategic MarketingExpertise in the Meeting Industry
Caroline FAILLETFounder, BOLERO
Web Intelligence & Influence
Why does the Exhibition Industry have to organize its presence
in social media?
You need to be
where your e-reputationis being built and can influence
the opinion of your targets
& mobile devices
With Social Media
Your exhibition & venue can be...
Back from the Hi-Fi show […] What a sad, embarrassing event. It was like watching a slow rail crash - fascinating and horrifying at the same time. […] Why were there so few exhibitors? Perhaps its because there are so few visitors. Why are there so few visitors? Why didn't you go? Let me know! http://russandrews.blogspot.com/2005/10/back-from-hi-fi-show.html
At 11:37 AM, T.Groves said... The London Shoq is a nightmare because of location - being next to Heathrow is great for the International Dists/Manufacturers, but no good for paying customers.1) Too far from nearest tube2) Nightmare to park - it takes about an hour to find a parking space
...evaluated in real time
... compared to your competitors
Visible to anyone e-connected
This e-reputation influences the choices and the decisions of your (prospective) customers
Consultation of official web sites has been decreasing from 18 months ↔ top-down information (Source: Alexia Internet)
Already 18 % of searches comes from social media and not anymore from search engines(Source: Nielsen Oct 2009)
An increasing influence of social media on purchase decisions
72 % of people trust the information forwarded by persons they know
You can not take control of what users are saying
But you can manage it
Forget it
ECONOMICAL WEB
By organizing your presence
where conversations
creating opinions on
your exhibitions /
venues happen = outside your
official web sites, in social
media
How ?Official web sites
WEB 2.0
Social media BlogsForumsChatroomsSocial NetworksVirtual world, etc.
You want to be part of
the growing Digital Generations’universe to convince them to become your clients
If you are not in conversation in social media
You do not belong to their world = you do not exist
They get suspicious about you
They will consider your exhibition as dated
You give competitive edge...
to your competitors, if they are active and efficient
in social media
to new actors who offers e-alternatives matching
their uses and needs (↔ reintermediation)
E-Market Place &
e-commerce
Social networks
Monitoring market &
competitors
Comparison sites
Virtual contents
Competitors’conversations
If you want
to create close links with the Digital Generations
to be part of their world
You have no choice but to immerse yourself in their culture, with their codes
ECONOMICAL WEB
How ?Official web sites
WEB 2.0
Social media BlogsForumsChatroomsSocial NetworksVirtual world, etc.
By being in conversation
with them where you have more chance to
reach them = in social media
You need to build
your own communities for a continuous contact
with your targets
Exhibition
Many brands and organisations are already conscious of the stake
of building close relationships with their customers
They animate virtual communities and create physical events to strengthen the relationship
Your (prospective) customers will be more and more in demand
So it becomes urgent for you
to organize a permanent link and conversation with them (between 2 sessions)
to create and animate your own and specific communities
In order to...
Listen to your specific communities & Understand their expectations and search route
Continuous improvement of your online & offline offers and communication
Ideas to develop value added services
Anticipate crisis
Increase marketing efficiency
Risk managementAvoid loss
New potential revenues
Capitalization of the collectedmetadataGrowth
of qualified visitors
Optimization of marketing and communication expenses
Growth of exhibitors satisfaction“Ambassadors”
Positive e-reputation
The more you wait,
the longer it will take
the more it will cost
to get good results in social media
« Within a few years, a company that doesn’t engage in this sort of activity will look dated »
« You might think this connection to the market would result in an unhealthy focus on the short term. But based on what we’ve seen […] we think this future will instead foster a culture of responsiveness that’s needed to create effective long term strategies. »
« Companies need connections to their markets to create long-term loyalty » and they « won’t be able to build it in a week or a month once they realize they need it ».
Now we suppose you are conscious of
the stakes for your exhibitionsto organize their presence
in social media
The new question becomes: How doing it efficiently?
Creating a blog?
… a wiki page?
Publishing contents on Slideshare, Flickr…?
Creating an official Web TV on You Tube?
Animating a group or a page on Facebook?
Developping followers on Twitter?
Contacting web influencers?
Introducing your event to professional groups of the sector?
You will have to make choices…
… based on the most popular social media?
FORUMS
BLOGS
SOCIAL
NETWORKS
Twitter : 60% of notoriety but 5% of users
and 40% of conversations with no interest
Facebook : 300 million users but 70% look at photographs
Forums : 22% of users,
10% of contributors
Blogs : 133 million,
but what is their audience?
… based on the power of influence?
Informing Working your image
Building close links with (prospective) customers
Vote Comments
Forums
RSS and Twitter
Blog
Youtube, Flick’R
PR towards influencers
SocialNetworks
… based on marketing objectives?
Guiding decisions
This is still your own way of seeing things
Always a top-down communication approach
Certainly NOT
… counterproductive
A bad community
management can create
major crisis and damages
in terms of image and
customers relationships
If you do not want your actionsin social media to be…
… a total failure
No fans on your Facebook page
No follower on Twitter…
Only a one shot communication
No strategic reflexion No capitalization
Who is talking in your sector? Where?On which subjects?
What is his power of
influence?
What is the profil of
the audience?
What is the risk of propagation?
Who is looking for what?
Who are the
influencers? on which subjects?
Why?
You first need to understand …
Communities
Subjects
Route of influenceTones used Opinions
Location
A necessary diagnosis
When you understand how your targets are thinking,
you understand their search route
collaborative web site
In network with the professional
of the sector
Youtube
Specialised web site
What is the search route of your e-visitors?
Deploy your presence online
according to the search route of your e-visitors
collaborative web site
In network with the professional
of the sector
Youtube
Specialised web site
Target your actions according to your priorities
Take place and settle in early in the information chain.Compete specialized web sites with a high performance in Search Engine Optimization
Present and explain the value of your event to influencers Take the opportunity to
create contents on Youtube based on your exhibitors offers, workshops…
Add value to the existing network by collaborative animation of your event
Join the network !
collaborative web site
In network with the professional
of the sector
Youtube
Specialised web site
Here publishing
content
Here e-Public relations
Here an official
website
Here publishing
content
Here a tactical website
What is your presence online going to be?
What you look for is not to be
the one who speaks louder
… nor the most visible one
But to be the most influencial
To optimize your chance of success...
You need to integrate web uses
Into your organization
EfficiencyReactivity
Development of collaborators skills Creation of new functions, web expertise
PragmatismLearning organization
as they spread fast in the physical world
Access to social media
Simplified procedures
Into your behaviour
Humility
Coherence between online & offline, communication & actions
Transparency, explanation, proof
Long term commitments with your communities “It takes 20 years to build-up a reputation, 5 minutes to destroy it ” (Warren Buffett)
You need to integrate the web culture
Or you may be counterproductive in social media
Lateral communication
Listen to the web communities to understand themUnderstand them to deploy the best targetted actions
Deploy the best targetted actions to be the most influencial
And make sure you integrate web uses and web culture into your organization
Stéphanie di MATTIAConsultant, HPR
Foresight & Strategic MarketingExpertise in the Exhibition Industry
[email protected]+33 612 399 679
Caroline FAILLETFounder, BOLERO
Web Intelligence & [email protected]+33 611 59 25 79
