Panel: the old marketing rules are broken - 50th ICCA world congress

ME205
The old marketing rules
are broken
Urs Haeusler, Kate Schmitt, Lykle de Vries

dinsdag 25 oktober 11

Kate - @nothing_to_add
Urs - @ursgossip
Lykle - @lykle


First, we have some
questions for you


post your questions on
our Twitter-wall:
#icca2011sm


Marketing
vs.
Social Media
Lykle de Vries - 50th ICCA World Conference


a plea


http://www.ﬂickr.com/photos/memestate/54408373/in/photostream/


http://www.ﬂickr.com/photos/jeffcapeshop/2186416612/


http://www.ﬂickr.com/photos/stijnnieuwendijk/3098445189/in/photostream/


the world has changed


information is free


http://www.ﬂickr.com/photos/inju/112082907/


TV

http://www.ﬂickr.com/photos/roadsidepictures/276395210/


Radio

http://www.ﬂickr.com/photos/imh/3297961043/


http://www.storytellersmediagroup.com/


Closed

Selective

Controlling


gate keepers


(are you a gate keeper?)


do you think you are?


you might be
disappointed...


weblog/twitter/
facebook:
my own information
channel


weblog/twitter/
facebook:
my own information
channel
on internet


http://www.ﬂickr.com/photos/scott_rtw/1350993666/


Closed
Selective
Controlling



Open
Random
Supportive



http://www.ﬂickr.com/photos/roseﬁrerising/3841043935/


Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.

28

“Marketing is the price
you pay for being
unremarkable”
(Robert Stephens, founder of the Geek Squad)
http://thinkvitamin.com/business/why-you-should-ﬁre-your-pr-company/


you pay for being uct
rod
badp
unremarkable”


you pay for being uct
rod
badp
unremarkable”
bad service


so be remarkable


start the conversation


experts


audience


ﬁrst:


who do you

want to talk to
about what
and where
do you ﬁnd them
?

...
...



...
...

...

...

http://www.ﬂickr.com/photos/highersights/6231641551/


Lykle de Vries
lykle@deondernemers.nl
06-53 76 69 64

Twitter: @lykle

foto: Ester Kroezenga


SOCIAL MEDIA FOR THE
MEETING INDUSTRY?
• YES!
• Social Recruiting - Saves Money and Time.
• Social Market Research - Validating and Extending your
Reports.
• Social Innovation - Crowdsourcing as your Ear on the Market.
• Social Promotion - Viral Ticketing and Media to gain
Participants.
• Social Sharing - Spreading Know-how and Knowledge among
the carefully targeted groups.

©


YOUR APPROACH

• Define your target: What do you actually want to achieve?
• Monitor beforehand: What is spoken where on the web
about you? >Sentimend plus qualtiative analysis.

• Find your Story, linking into your actual main campaign
• Set up your Strategy, including Content-/ Issueplanning,
choose the platforms that suit your story.

• Be brave roll it out, starting small.
• Don‘t forget media support and Monitoring measures.
©


THAT MEANS:

• Deliver topics, people would like to talk about and
share with their network.

• Provide offers, of which Users want to know more.
• Open up and provide behind the scenes information.
• Offer projects, in which people would like to
participate.

• Be a platform on which users can communicate with
you and among each other.
©


Your Storys...
Products

Company/
Brand
You Consumers‘
or Clients
World
Contests/
Initiatives
UGC,???


Cross media anniversary campaign „150 years of Mammut“ -
Print/ Online/ App / Tradeshow, B-2-B.

©


I AM A SM MANAGER,
I AM A(N)... I am used to Sado Maso Jokes
Fairytale Inventor
CSR Observer
Bridge-Builder Stakeholder Understander

Outside of the Box Thinker
Edgy communicator
Creative Conceptor
Overtime-Worker

Nerdy Nerd
Trend-Sniffer Curious Researcher
Crisis-tackler Believer in Gamification
Online-Addict
Timings-Lover Shitstorm-Whisperer
Secret Messenger
Internal Pacemaker Very understanding Editor
Exhbitionistic Adaptor
Restructurer
Eloquent Moderator
Online 18/7.
Transmedia Thinker
Detail-Loving Strategist ©


>ADD WISE
SENTENCE HERE
ABOUT THE BREAD
AND BUTTER OF SM.

©


SM-STRATEGY DEVELOPMENT
Forums and special
CENTRAL Communities
SOCIAL MEDIA HUB
OTHER OPTIONAL
SOCIAL MEDIA CHANNEL
e.g.

Constant Facebook
Places
Moderation Blogs

Actions

OFFLINE CONTENT
eg. Offline-Events

OPTIONAL: LINK YOUR SM-
ACTIVITIES TO OFFLINE. OPTIMIZING INTERFACES
Links to importan Websites such as
Homepage.

©


EXAMPLE: CONTENTPLANNING

©


EXAMPLE: ISSUE MANAGEMENT

©


ISSUE MANAGMENT (2)
ACCOMPANIED BY...
• List of Contacts/ People in charge;
• especially defining the contact chain on weekends - the Social
Web never closes, it truly is an eternal dialogue.

• Definition of how issues on different platforms are
treated;

• Evolving issues protocol for monitoring and
evaluation.

©


MONITORING BEFORE
AND AFTER...
• Via SM2 for example.

©


SOCIAL MEDIA MARKETING
FOR GOMEZ INCLUDES...
Analysis Structures and + Qualification
Strategy Processes Inhouse Trainings

Social Media Corporate Blogging/ Involvement of
Guidelines Twitter Influentials

Integrated Media
Media Programming
Campaigns

Reporting/
Moderation Issue Management
Monitoring

B2B Social Media
Video/ Podcast STORY TELLING
© Marketing


LINKS BETWEEN SM AND
THE MEETINGS INDUSTRY
Analysis Structures and + Qualification
Strategy Processes Inhouse Trainings

Social Media Corporate Blogging/ Involvement of
Guidelines Twitter Influentials

Integrated Media
Media Programming
Campaigns

Moderation Issue Management Reporting/Monitoring

B2B Social Media
Video/ Podcast STORY TELLING
Marketing
©


FACTS + FIGURES.
WEBGUERILLAS
• Specialist for Below the Line Marketing
• Founded: 2000 AD
• Headoffice: Munich, 60 employees
Branch: since 10/2011 in Zuerich, 18 employees
• Stakeholder of APPadvisors and UnserAller (mobile
apps and crowdsourcing)
• Owned and Managed by David Eicher and: Gomez.

©


VIRAL CAMPAIGNS AND SEEDING

©


AMBIENT/ AMBUSH MARKETING:

Guerilla Marketing (offline)
incl. online extension and
accompanying PR
©


GUERILLA MARKETING

Lycos: Dog-
Chancellor
(Hundeskanzler):

Guerilla Event. In the
proximity of the
candidates Schröder
and Stoiber, paper
dogs with provocative
statements where
placed - and gained
much attention.

©


Lee Jeans: Events at Open-Air-Festivals, delivering storys for different media, which
where communicated free of charge.
– Guitars: Bands acknowledged fans with Lee guitars while playing live, and asked
them on stage.
– Jeans Dropper: Every 500 SMS sent to a special number, the Zeppelin dropped a
jeans into the crowd.
©


Email: k.schmitt@webguerillas.ch

PLEASE... GET IN TOUCH!
YouTube: .com/user/ohnezuckerzusatz

Brainwash: brainwash.webguerillas.de/autoren/katrin-schmitt/
Twitter: .com/nothing_to_add Quora: .com/Kate-Smith-1
LinkedIn: ch.linkedin.com/in/kateschmitt
WEBGUERILLAS AG
Stauffacherstr. 31
8004 Zürich G+: Kate S.
Facebook: .com/dajume T 0041-442-961-221
F 0041-442-961-223

www.webguerillas.ch
©


Event Management 2.0 –
How Social Media Marketing Enhances Ticketing


Facts…

• Worldwide more than 800.000.000 user
• Fastest growing group = over 50 year old
(USA over 25% of FB user are older than 45 years)
• USA over 70% of whole population / Germany 40%)
• Users are in average connected with 130 friends

Quelle: Facebookmarketing.de & http://www.checkfacebook.com/


the Sky is the limit ;-)


200+ million users


Connect the world’s
professionals to make
them more productive
and successful


• More than 11.1 million members (mainly DACH)
(June 2011) use XING to boost their business, job and
career.
• XING is a platform where professionals from all kinds
of different industries can meet up
• More than 170,000 events promoted on XING every
year
• Members can meet and exchange views in
around 50,000 specialist groups


The Starting Point for Social Media and Events

1. Use Social Media (Facebook, Twitter, XING, etc.) –
your customers (the attendees) are already there!

2. Gives you a direct contact with customers
(viral marketing, 2-way-channel, feedback,…)

1. Gives you chance to build up a relationship with
your most important "asset" – your attendees


Social Media Report: Results

1. Facebook, Twitter & XING are key for reach, virality &
dialogue

2. 80% of organisers want to increase future activity

3. Goals: event promotion, gaining information &
attendees

4. Problems: lack of time, complex ROI calculation…
…BUT: 60% don't use monitoring tools


Set vs. realised goals

Slight deviation between set- (blue) and realised goals (green).
Main goal: increasing event awareness.
Outcome: social media goals realisable for organisers.


Network-related tips: How to use
Social Media


 Create Facebook Fanpage for event
 Circulate relevant content early
 Event-related information, interviews, photos, videos
 Likes & Comments promote your event virally on Facebook
 amiando's social ticketing app: ticketing with Facebook


 Create Twitter Account for event
 Information pre- and post event
 Event Hashtag -> "bundles" event-related communication
 Twitter monitoring: immediate reaction possible, valuable feedback


 Create event and ticket-sale on XING
 XING-groups and existing contacts for reach and effective event
marketing
 Recommend event: Attendees recommended event according to profile


 Create YouTube channel for event
 Pre-event videos: Interviews with speakers
 Post-event videos: key points, presentations, interviews
 Multiple-platform videos: Facebook, Twitter


 Create event on Foursquare
 Check-ins:
 Participants circulated in own network
 Networking effect (meeting online)
 Check-ins incentivise with rewards: badges, giveaways etc.…


Conclusion…

Social Media:
 Puts you closer to your audience (target group)
 Close relationship and direct dialogue with target group
 An addition to traditional ticketing channels
 Ticket sales with minimal marketing costs
 Information about existing-/potential customers
 Long-term relationship with attendees/ target group

 Remember to exploit these possibilities!!!


Kompletter Report kostenlos herunterladen

http://www.amiando.com/socialmediareport_en


Contact

Urs Haeusler
Head of Sales

amiando GmbH

Sandstraße 33, 80335 Munich, Germany
Phone: +49 (89) 5527358-33, Fax: +49 (89) 5527358-10
urs.haeusler@amiando.com

www.amiando.com


panel


ﬁnal question


Thank you!


Panel: the old marketing rules are broken - 50th ICCA world congress

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Panel: the old marketing rules are broken - 50th ICCA world congress