Presentation to CRV MPI Chapter on Social Media in the Meetings Industry

1. "ALL THAT GLITTERS IS NOT GOLD"
- CONTEXT, BALANCE AND
PERSPECTIVE AROUND SOCIAL MEDIA
IN THE MEETINGS AND EVENTS
INDUSTRY
All that glisters is not gold;
Often have you heard that told:
Padraic Gilligan Many a man his life hath sold
But my outside to behold:
Vice President, Industry Relations Gilded tombs do worms enfold.
MCI Had you been as wise as bold,
Young in limbs, in judgement old
Your answer had not been
inscroll'd
Fare you well, your suit is cold.

2. Introduction
"All that glitters is not gold" - context, balance and perspective
around Social Media in the Meetings and Events Industry
Repeatedly technology and, in particular, social media is
mentioned in surveys of Meetings Industry personnel as the
single most important development of recent times: a game
changing, paradigm shift dividing our industry into two time
zones - before social media and after social media. While there
is some truth at this heart of this analysis there can also a
temptation to then overlook and lose sight of the enduring
reasons why our industry exists. Surely its foundation pivots
around the value of Face to Face and live events and the maxim:
"when people come together magic happens!” ?

3. Introduction
• Who am I?
• Digital and Social Media – some background
• Digital and Social Media in The Meetings Industry
• Digital and Social Media – the power and the pitfalls
• Digital and Social Media – before, during and after the
Event
• ICEM 2012 – a case study on the power of digital and
social media
• Final Story – Bathrobes in San Antonio

5. @padraicino
http://padraicino.com

6. Who do I work for?

7. Expert?

10. The Terminology

11. Digital & Social Media in The Meetings
Industry
• ICT
• Cisco
• Oracle
• Pharma
• Boehringer
• Bayer
• Pfizer
• Hospitality
• Accor
• Sonesta

12. Digital & Social Media in IT

13. Digital & Social Media in Pharma
“Pharma is about a thousand years behind everything else you see in
consumer (marketing). Pharma has made progress but it is being held
back by its own nervousness. If there is a conservative interpretation
of the rules, and a very conservative interpretation of the rules and
then an insanely conservative interpretation of them – Pharma will
go with the insanely conservative one”
Pharma Insider quoted in PMGroup 2012 Digital YearBook
Yet Pharma has embraced the digital revolution:
• Kai Gait, Digital Marketing Director at GlaxoSmithKline
• Francesco Raimo, Digital Director at Life Healthcare
• John Pugh, Director of Digital at Boehringer

14. Example: Syrum by Boehringer
“ … For (John) Pugh, it’s clearly about learning – both for pharma and
those playing the game. Indeed, part of the rationale for a beta launch
is to allow players to shape the direction of the game, as he admits “we
don’t know where it’s going to go, that’s the exciting thing about it – it’s
a very unpharma approach, it’s a more Silicon Valley approach”.
Paul Tunnah, Pharma Phorum

15. Example: Diabetes Blog by Bayer UKI
“The annoying thing about the Bayer blog is
that it’s really interesting … [but invisible]
Dominic Tyler PME

16. Example: Pfizer’s Twitter campaign on Ageing

17. Example: ACCOR
• Focus on Brand Reputation and Customer Satisfaction
• B2C
• Partnered with Synthesio with
clear KPIs
• Double digit growth in on-line sales
at Novotel brand

18. Example: Stone Korean Kitchen
• Importance of integrated approach
• Twitter + Facebook + Linkedin + Yelp + Groupon

19. Example: Sonesta Hotels

20. Digital & Social Media – The Power and the Pitfalls

22. Digital & Social Media – The Power and the Pitfalls

24. Digital & Social Media – The Power and the Pitfalls

25. Digital & Social Media – Before /During /After an
Event
• Engagement BEFORE, DURING and AFTER
• Extension of the life of the meeting BEYOND the F2F
event
• From passing to permanent
• Paradigm Shift / Game Changer
• New focus on content

26. Social Media and Meetings/Events

27. Before …

28. During …

29. After …

34. Bathrobes in Texas

35. MPI CRV Linkedin Group

36. MPI Research on Hybrid …

37. THANK YOU
Keep in Touch
@Padraicino
http://padraicino.com
Padraic.gilligan@mci-group.com