FYP 2017 ‐ Digital Strategy Session 27/11/2017 1 Online communication and digital strategy: Conquering the digital divide Online communication and digital strategy: Conquering the digital divide Juan José García DOMS Barceló Congresos @acereto1 #ICCAWorld fyp2017.iccaworld.org 2 01 Behaviour Changes 02 What worked well in the past might no longer work Today 03 Rethinking your user experience The Digital disruption Behaviour changes 21% 1 Billion 50% 150 In traditional TV Only 21% of TV ads are watched. YouTube 1 Billion hours of viewing time a day Trillions of searches on Google every year More than 50% are on Mobile Devices An average Individual look at their phones 150 times a day Interesting Stats 4 Source * Google Mi∙cro-mo∙ments Noun: Plural noun: Micro-Moments A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something Word of the day own your…. Intent-rich moment when decisions are being made and preferences are being shaped 1. 2. What is expected Digital experiences Continuity of customer journey Ease of use
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FYP 2017 ‐ Digital Strategy Session 27/11/2017
1
Online communication and digital strategy: Conquering
the digital divide
Online communication and digital strategy: Conquering
the digital divide
Juan José GarcíaDOMSBarceló Congresos@acereto1
#ICCAWorld
fyp2017.iccaworld.org
2
01 Behaviour Changes
02What worked well in the past might no longer work Today
03 Rethinking your user experience
The Digital disruption
Behaviour changes21% 1 Billion 50% 150
In traditional TV
Only 21% of TV ads are watched.
YouTube
1 Billion hours of viewing time a day
Trillions of searches on Google every year
More than 50% are on Mobile Devices
An average
Individual look at their phones 150
times a day
Interesting Stats
4
Source * Google
Mi∙cro-mo∙mentsNoun: Plural noun: Micro-Moments
A moment we reflexively turn to a device to act on a
need we have in that moment – to learn, discover, find
or buy something
Word of the day own your….
Intent-rich moment when decisions are being made
and preferences are being shaped
1.
2.
What is expected
Digitalexperiences
Continuity ofcustomerjourney
Ease of use
FYP 2017 ‐ Digital Strategy Session 27/11/2017
GPDR Data
Will change the rules of digital marketing
General Data Protection Regulation
Which are the key selection criteria of a delegate to attend a conference?
Networking
01
02
Scientific Programme
03 Value for Money
Destination Appeal04
Which will be more relevant in the future to boost attendance and increase sponsorship?
Digital Marketing
• Reach out to maximum people
• Targeted or Client Specific Marketing
• Versatile
• Immediate Communication
Traditional Marketing
• Limited Audience
• Global Marketing
• Non-Versatile
• Delayed Communication
Which will be more relevant in the future to boost attendance and increase sponsorship?
Marketing Tools
Digital Marketing
• Brand creation• Congress website• Congress app• Webinars• Video• Email campaigns• E-newsletter• Social media
Traditional Marketing
Face to Face Marketing
• Printed material• Mailings• Advertisement in media
(sector related)• Public Relations• Cross selling
• Sales actions with industry partners
• Ambassadors• Promotion at previous
congress or related events
FYP 2017 ‐ Digital Strategy Session 27/11/2017
Key elements of your website
Responsive
01
02
Search Engine Optimization -SEO-
03 High load speed
SSL Certificate04
Banner ads, hyperlinks to supporting organisations and sponsors (cross marketing)
05
06
Easily remembered domain
07 Social Media Optimization -SMO-
Monitor website statistics to gain insights of your target groups’ behaviour08
Some useful ToolsTestmysite.thinkwithgoogle.com
Thinkwithgoogle.com
Alexa.com
Google Analytics
Facebook Graph Search
ROI
FYP 2017 ‐ Digital Strategy Session 27/11/2017
FYP 2017 ‐ Digital Strategy Session 27/11/2017
27
Not Databases
Building Communities
Web 2.0 Build your community!
Which social media works best?
Different media, different approaches and
messages?
Targeting your audience
Brand Influencers’ Network
Don’t panic¡Focus on the influencers¡
Heavy contributors
Intermittent contributors
1%
9%
90%Lurkers
FYP 2017 ‐ Digital Strategy Session 27/11/2017
92% of global consumers trust UGC and WOM more than advertising
Source: Nielsen
We trust people, not logos
84% of millennials do not like advertising
Source: The McCarthy Group, 2014
#1 source of information for Millennials are “close friends”
Wäy obtains 234,000 followers in just one day because of its last influencer’s fam trip
How to make your content go viral Key Opinion Leader
(bloggers, youtubers)
Their Opinions have great influence on others
Effective marketing
1.2.
KOLs
FYP 2017 ‐ Digital Strategy Session 27/11/2017
Conquering the digital disruption
Analyse and Fine Tune
Mobile first Responsive Design
Content is still king
Effective MarketingExample using KOL
“Don´t fear the future, because the future is you”
Aaaaaaa<
Óscar Arias Sánchez
4 4
Online communication and digital strategy: Conquering
the digital divide
Online communication and digital strategy: Conquering
the digital divide
Juan José GarcíaDOMSBarceló Congresos@acereto1
#ICCAWorld
fyp2017.iccaworld.org
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