2. Future Development of Events
1. Critically assess and evaluate a range of
global trends and contemporary issues in
respect of their impact on the development
of the events industry;
2. Develop critical arguments as to the impact
of technology/social media on future
developments in the events industry;
1. Synthesise competing perspectives and
their relative impacts;
2. Critically evaluate a range of literature and
research on the topics delivered.
3. “Whether for human, financial or
organisational purposes, information
technology is the critical link
between an average organisation
soon in decline or a great Event
Leadership firm with expansive
growth potential”
(Goldblatt, 2011, p28)
Technological Developments
4. “we're starting to see a media (technological)
landscape in which innovation is happening
everywhere, and moving from one spot to
another. That is a huge transformation. Not to
put too fine a point on it, the moment we're
living through -- the moment our historical
generation is living through -- is the largest
increase in expressive capability in human
history.”
(Shirky, 2009)
Technological Development
5. Social Media
Social Media is defined as:
• websites and applications used for social networking
(Oxford Dictionary, 2012)
• forms of electronic communication through which users
create online communities to share information, ideas,
personal messages, and other content (as videos)
(Merriam Webster Dictionary, 2012)
• Any tool or service that uses the internet to facilitate
conversations
(Solis, 2010 cited in Bowdin et al, 2011)
8. Characteristics of Social
Media
• PARTICIPATION: Contribution & Feedback
• CONNECTEDNESS: Social media make use of links to
other sites resources and people
• COMMUNITY: Quick and effective formation of online
communities with shared interest (e.g. sports, leisure-
related etc..)
• OPENESS: Services are open to feedback and
participation. No barriers to accessing and making use of
content
• (Two-way) CONVERSATION: ≠ One-way broadcast of
traditional media
(Source: Mayfield, 2010)
9. Social Media & Events Report 2012
• 73% indicated social media as ‘somewhat’ or ‘very
important’ as a marketing instrument for event
organisers
• Only 39% use monitoring tools to measure success
....Does this suggest that the events industry regards
social media as a fad?
10.
11.
12. The benefits of social media
• Information: Share your ideas with others, see what they think
and gain valuable feedback
• Customer Service: Use social networking to humanize your
business
• Traffic: Use social networking sites to send traffic between
other social networking platforms that directs traffic to your
website or blog
• Networking: By helping others you create ‘social currency’
which can be used to leverage your brand from one platform to
another
• Business Management: Track positive and negative
experiences to improve business performance
Source: Peter Kerwood, cited in Bowdin et al, 2011
16. TweetDeck Task
What are the key features, benefits and
limitations of Event Managers using
Twitter?
• Tweet your answers to
@Jonathan_Sibley
• Use the hashtag #lmueventsmgt
In groups of 3 (1 person must be a Twitter
user) consider the following question:
17. Event managers can exploit social media to build ongoing
relationships between the event and its customers
(Kerwood, 2006 cited in Bowdin et al, 2011)
18.
19. Thank you for listening
Jonathan Sibley
Jonathan.sibley@me.com
@Jonathan_Sibley
www.slideshare.net/Jonathan_Sibley
20. • Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2011) Events
Management. 3rd. Ed. Oxford: Elsevier Butterworth-Heinemann
• Kotler, P. and Armstrong, G.M. (2010) Principles of Marketing. Prentice-Hall
• Masterman, G. & Wood, E.H. (2006) Innovative Marketing Communications,
Oxford: Elsevier: Butterworth Heineman
• Mullins, B., Hardy, D., & Sutton, W.A (2000) Sports Marketing, Champaign:
Human Kinetics.
• Quainton, D. (2009). Social networking: find your wings, or get left behind.
Event Magazine, 1 June. (Internet) Available from
http://www.eventmagazine.co.uk/ news/features/909373/Social-networking-
Find-wings-left-behind [Last accessed on 18.01.2013).
• Raj, R., Walters, P and Rashid, T. (2011) Events Management: An Integrated
and Practical Approach. London: Sage
• Goldblatt, J. (2011) Special events: a new generation and the next frontier
6th Ed. New York: Wiley (pp.27-28)
• Shirky, C, (2009), How social media can make history (Internet) Available
from
http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can
_make_history.html [Last accessed on 27.05.2013]
References and Further Reading
21. Web References and Websites
• http://www.telegraph.co.uk/technology/twitter/9750215/Starbucks-
Twitter-campaign-hijacked-by-tax-protests.html [Last accessed on
27.05.2013]
• http://www.nesta.org.uk/events/hot_topics/assets/features/social_me
dia_at_scale_and_london_2012 [Last accessed on 27.05.2013]
• http://www.fredcavazza.net/2008/06/09/social-media-landscape/
[Last accessed on 27.05.2013]
Websites
• Social Media Monitoring: www.tweetdeck.com
• Infographics: http://visual.ly
• User driven content: http://digg.com & www.stumbleupon.com
Hinweis der Redaktion
I have chosen to highlight ICT applications for events as it is argued that technology is a critical factor for any firm wishing to achieve great event leadership and expansive growthIt is also contended that innovations in technology, have enabled creativity to be communicated to and by mass audiences of consumers, which represents a transformation in the way in which media is created and distributed.
I have chosen to highlight ICT applications for events as it is argued that technology is a critical factor for any firm wishing to achieve great event leadership and expansive growthIt is also contended that innovations in technology, have enabled creativity to be communicated to and by mass audiences of consumers, which represents a transformation in the way in which media is created and distributed.
Arguably the transformation which has had the biggest impact is the internet and the growth of social media sites such as Facebook and Twitter.Social Media is defined by Solis as “Any tool or service that uses the internet to facilitate conversations”
The internet and social media services provide businesses with multiples channels through which they can interact with potential customers and the numbers of potential customers accessing these channels is growing at a faster rate that another media has in the past.The following short video clip highlights the rapid growth of social media and suggests that this is an issue which can not be ignored by businesses.
It is the openess and of Facebook allowed it to reach 200 million users in one year. This is despite not being the biggest social network within in China.24 out of the top 25 newspapers are experiencing dramatic declines in circulations. It is contended that this is due to the fact that society is now consuming news via services which enable two way conversations.
The 2012 Social Media and Events report (which is included in your packs) highlighted that social media was important for event organisers but worryingly it also highlighted that a minority use monitoring tools in order to measure impact. Does this suggest that the events industry still regards social media as a fad?
This lack of monitoring could suggest why 89% or ad agencies are planning on marketing using facebook, event through 67% of users sate that they rarely pay attention to adverts on social networks.
Indeed, it appears that peer recommendations via social media have a significant effect on whether delegates choose to attend an event.
It can be seen that social media can beneficial in encouraging delegates to attend events as they are able to research what others a saying about the event as well as gathering feedback and recommendation The following slides include some addition benefits. For reasons of brevity I will focus on some key issues.
It is argued that it is particularly important to monitor feedback via social media as the openess of tools such as Twitter enable customers to provide negative feedback as well as positive. This issue was highlighted when Starbucks asked users of an ice rink which they sponsored at the Natural History Museum to tweet messages to be show on a big screen using the hashtag #spreadthecheer. This opportunity was hijacked by users who used the opportunity to protest about the company’s nonpayment of tax.
Despite the negative impact felt by Starbucks social media can be effectively used by event managers in order to monitor interactions both during and after an event, often replacing the use of feedback forms.
An example of a social media monitoring tool which can be used by event managers is TweetDeck.Using TweetDeck it could be possible for me to monitor students understanding of key issues as well as using twitter as a tool in order to enable students to review learning after the lecture by searching for the hashtags set for the task.This activity is “live” and if any of you are twitter users and would like to take part I would be happy to demonstrate how it may work.
The slides from today’s session are available via slide share.
