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

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Together with Katrin Schmitt (Webguerillas) and Urs Haeusler (Amiando), we spent an hour outlining how marketing has been changed by Social Media.

Transcript

ME205The old marketing rules

are brokenUrs Haeusler, Kate Schmitt, Lykle de Vries

dinsdag 25 oktober 11

Kate - @nothing_to_addUrs - @ursgossip

Lykle - @lykle

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First, we have some questions for you

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post your questions on our Twitter-wall:

#icca2011sm

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Marketing vs.

Social MediaLykle de Vries - 50th ICCA World Conference

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a plea

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

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

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

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

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

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

the world has changed

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information is free

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

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

TV

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

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

Radio

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

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

http://www.storytellersmediagroup.com/

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http://www.storytellersmediagroup.com/
http://www.storytellersmediagroup.com/

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Closed

Selective

Controlling

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gate keepers

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(are you a gate keeper?)

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do you think you are?

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you might be disappointed...

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gate keepers

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weblog/twitter/facebook:

my own information channel

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weblog/twitter/facebook:

my own information channel

on internet

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

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

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

Closed

Selective

Controlling

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

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

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

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

Open

Random

Supportive

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

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

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

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Positive experiences are bigger conversation starters than negative

experiences. People like positive stuff.

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http://www.insites.eu/
http://www.insites.eu/
http://www.insites.eu/
http://www.insites.eu/

“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/

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http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

“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/

bad product

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http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

“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/

bad product

bad service

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http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/
http://thinkvitamin.com/business/why-you-should-fire-your-pr-company/

so be remarkable

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start the conversation

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start the conversation

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experts

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audience

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first:

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about

whodo you

want totalk to

?whatand where

do you find them

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next:

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.........dinsdag 25 oktober 11

contact conversation content

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contact conversation content

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contact conversation content

...

.........

...

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contact conversation content

...

...

.........

...

...

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

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

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

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

Lykle de Vries

foto: Ester Kroezenga

lykle@deondernemers.nl06-53 76 69 64

Twitter: @lykle

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http://www.linkedin.com/in/lykledevries
http://www.linkedin.com/in/lykledevries
http://www.linkedin.com/in/lykledevries
http://www.blijfkijken.nl
http://www.blijfkijken.nl
mailto:lykle@deondernemers.nl
mailto:lykle@deondernemers.nl
http://www.deondernemers.nl
http://www.deondernemers.nl

Lykle de Vries

foto: Ester Kroezenga

lykle@deondernemers.nl06-53 76 69 64

Twitter: @lykle

dinsdag 25 oktober 11

http://www.linkedin.com/in/lykledevries
http://www.linkedin.com/in/lykledevries
http://www.linkedin.com/in/lykledevries
http://www.linkedin.com/in/lykledevries
http://www.blijfkijken.nl
http://www.blijfkijken.nl
mailto:lykle@deondernemers.nl
mailto:lykle@deondernemers.nl
http://www.deondernemers.nl
http://www.deondernemers.nl

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©

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.

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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.

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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.

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Contests/ Initiatives

Your Storys...

Consumers‘ or Clients

World

You

Company/ Brand

Products

UGC,???

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

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I AM A SM MANAGER,I AM A(N)...

Curious Researcher

Eloquent Moderator

Edgy communicator

Secret MessengerVery understanding Editor

Nerdy Nerd

Crisis-tackler

Detail-Loving Strategist

Shitstorm-WhispererOnline-Addict

Trend-Sniffer

Internal Pacemaker

Transmedia Thinker

Believer in Gamification

Creative Conceptor

Online 18/7.

I am used to Sado Maso Jokes

Outside of the Box Thinker

Bridge-Builder

Restructurer

Timings-Lover

Exhbitionistic Adaptor

Stakeholder UnderstanderCSR Observer

Overtime-Worker

Fairytale Inventor

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

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Actions

CENTRALSOCIAL MEDIA HUB

Constant Moderation

OTHER OPTIONALSOCIAL MEDIA CHANNEL

FacebookPlaces Blogs

OFFLINE CONTENTeg. Offline-Events

OPTIONAL: LINK YOUR SM-ACTIVITIES TO OFFLINE. OPTIMIZING INTERFACES

Links to importan Websites such as Homepage.

Forums and special Communities

SM-STRATEGY DEVELOPMENT

e.g.

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EXAMPLE: CONTENTPLANNING

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EXAMPLE: ISSUE MANAGEMENT

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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.

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http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de

©

MONITORING BEFOREAND AFTER...•Via SM2 for example.

dinsdag 25 oktober 11

©

AnalysisStrategy

Structures and + Processes

QualificationInhouse Trainings

Social Media Guidelines

Corporate Blogging/ Twitter

Involvement of Influentials

Media Programming Integrated Media Campaigns

Moderation Issue Management Reporting/ Monitoring

Video/ Podcast STORY TELLING B2B Social Media Marketing

SOCIAL MEDIA MARKETING FOR GOMEZ INCLUDES...

dinsdag 25 oktober 11

©

LINKS BETWEEN SM ANDTHE MEETINGS INDUSTRY

AnalysisStrategy

Structures and + Processes

QualificationInhouse Trainings

Social Media Guidelines

Corporate Blogging/ Twitter

Involvement of Influentials

Media Programming Integrated Media Campaigns

Moderation Issue Management Reporting/Monitoring

Video/ Podcast STORY TELLINGB2B Social Media

Marketing

dinsdag 25 oktober 11

©

• 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.

FACTS + FIGURES.WEBGUERILLAS

dinsdag 25 oktober 11

©

VIRAL CAMPAIGNS AND SEEDING

dinsdag 25 oktober 11

http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://localhost/~David/cases/_unibet_standalone/standalone/_index_dummy.html
http://localhost/~David/cases/_unibet_standalone/standalone/_index_dummy.html

©

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

AMBIENT/ AMBUSH MARKETING:

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©

(Sensation-)Event-Marketingincl. online extension

(SENSATION-)EVENT-MARKETING

dinsdag 25 oktober 11

©

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©

dinsdag 25 oktober 11

©

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.

GUERILLA MARKETING

dinsdag 25 oktober 11

©

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.

GUERILLA MARKETING

dinsdag 25 oktober 11

©

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.

dinsdag 25 oktober 11

©

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.

dinsdag 25 oktober 11

http://www.spiegel.de/
http://www.spiegel.de/

©

GomeZ on vacation.Rare, but happenZ...

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©

PLEASE... GET IN TOUCH!

WEBGUERILLAS AGStauffacherstr. 318004 Zürich

T 0041-442-961-221F 0041-442-961-223

www.webguerillas.ch

Twitter: .com/nothing_to_add

Facebook: .com/dajume

LinkedIn: ch.linkedin.com/in/kateschmitt

YouTube: .com/user/ohnezuckerzusatz

G+: Kate S.

Brainwash: brainwash.webguerillas.de/autoren/katrin-schmitt/

Quora: .com/Kate-Smith-1

Email: k.schmitt@webguerillas.ch

dinsdag 25 oktober 11

http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.de
http://www.webguerillas.ch
http://www.webguerillas.ch
http://ch.linkedin.com/in/kateschmitt
http://ch.linkedin.com/in/kateschmitt
http://brainwash.webguerillas.de/autoren/katrin-schmitt/
http://brainwash.webguerillas.de/autoren/katrin-schmitt/
mailto:k.schmitt@webguerillas.ch
mailto:k.schmitt@webguerillas.ch

Event Management 2.0 – How Social Media Marketing Enhances Ticketing

dinsdag 25 oktober 11

Facts…

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

• 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

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the Sky is the limit ;-)

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200+ million users

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

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• 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

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

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

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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.

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Network-related tips: How to use Social Media

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

Create event on Foursquare Check-ins:

Participants circulated in own network Networking effect (meeting online)

Check-ins incentivise with rewards: badges, giveaways etc.…

dinsdag 25 oktober 11

Conclusion…

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!!!

Social Media:

dinsdag 25 oktober 11

http://www.amiando.com/socialmediareport_en

Kompletter Report kostenlos herunterladen

dinsdag 25 oktober 11

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

dinsdag 25 oktober 11

panel

dinsdag 25 oktober 11

final question

dinsdag 25 oktober 11

Thank you!

dinsdag 25 oktober 11

Kate - @nothing_to_addUrs - @ursgossip

Lykle - @lykle

dinsdag 25 oktober 11

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