07.07.2010

Social Media Prof. Dr. J. Beier

Open Seminar, Budapest 2010

07.07.2010

• Introduction

• The potential of social media

• Integrated marketing and social media

• How to work with social media

Source: The following presentation is based on a survey made by

VOK DAMS Consulting, Event und Web X.0, 10th June 2010.

Questionnaire was responded by 1053 marketing managers; 73

experts were additionally interviewed.

Social media and its influence on

our industry

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3

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Change in size and mix of B2B Media revenues

Source: JEGI; VSS Communication Industry Forecast 2009 – 2013; August 2009

• Forecasted growth of B2B media revenues

• Rapid growth of marketing spending in B2B online but…

• …the exhibition industry maintains its position at the expense of other

traditional media

44%

36%

5%

15%

2009$24.2 billion

44%

27%

6%

23%

2013$26.0 billion

07.07.2010

Please rate the influence of social

media on your Communication–Mix

today

5

(1) No Influence

(2) Weak Influence

(3) Moderate influence

(4) Strong influence

(5) Very strong influence

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0% 5% 10% 15% 20% 25% 30% 35%

No influence

Weak influence

Moderate influence

Strong influence

Very strong influence

B2C

B2B

Evaluation of the influence of Social

Media on the Communication-Mix

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Please rate the potential of Mobile

Internet (via Smartphone) for

improving the communication in the

industry by 2015

7

(1) No Potential

(2) Weak Potential

(3) Moderate Potential

(4) Strong Potential

(5) Very Strong Potential

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0% 10% 20% 30% 40% 50% 60% 70%

No potential

Weak potential

Moderate potential

Strong potential

Very strong potential

B2C

B2B

Potential of Mobile Internet

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07.07.2010

Please choose which of the following

options regarding Integrated Marketing

has the highest potential for your

organization:

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(1) Print + Social Media

(2) Mobile Marketing + Social Media

(3) Online Marketing + Social Media

(4) Radio + Social Media

(5) TV + Social Media

(6) Events + Social Media

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Potential for Integration with Social

Media

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(1) High involvement of customers and guests

coming to the event

(2) Design of the content by the user

(3) Social Media can be used for documentation of

events

(4) Excellent tool for inviting people

(5) Multiplying potential of World-of-Mouth enhances

the success of the event

Why a combination of events with

Social Media?

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B2B

(1) Integrated

Communication

(2) Being close to the

customer

(3) Effective sales

(4) Being up-to-date with

brands and products

(5) Feedback about

customer satisfaction

B2C

(1) Integrated

Communication

(2) Being up-to-date with

brands and products

(3) Word-of-Mouth

(4) Being close to the

customer

(5) ROI

What is your motivation for

participating in Social Media?

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1. Synergetic effects of using integrated

communication

2. Catalyst for viral communication

3. Useful seeding for dissemination of information

4. Meaningful and relevant information

5. Opportunity of designing “user generated

content”

Drivers for the successful use of

Social Media

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(1) Already today

(2) 2011-2012

(3) 2013-2014

(4) 2015 or a later

(5) not at all

(6) don`t know

Please predict, at the latest, when

exhibition organizers should use

social media for customer

communication?

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• Listen

Find out where your target group is located on the internet;

what type of social media is being used.

• Try social media yourself

Hint: If you are invited to a party and you try to sell

products you will never be invited again!

• Make Social Media part of your integrated

communication

Tweets, announcements and even information of low

interest should be distributed using all media channels

Rules for communication

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07.07.2010

• Stage 1

Activate your target group

• Stage 2

Be involved before, during and after the event.

• Stage 3

Follow-up is necessary

Documentation and diffusion of the information collected

Working with social media

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07.07.2010

• Thank you very much for your attention.

• Any questions?

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