Ufi Keynote 10 Feb

UFI Global CEO Forum - Ronnie Overgoor

Sunday, February 6, 2011


Agenda

Food for thought

Some Facts and Figures

Why not use Social Media

Why use Social Media

What to do?

ROI


Food for thought ...



Sergey BrinCo-founder of Google

Founded in 199737 Years old

Personal capital 17.5 billion24000 Employees

$ 7.29 Billion Profit (Q4)



Steve ChenCo-Founder You Tube

Founded in 200532 Years old

Sold for $ 1.65 billion to Google



Jack DorseyFounder Twitter

34 Years oldFounded in 2006

Went public in 2008Value $ 1.6 billion



Mark ZuckerbergFounder facebookFounded in 2004

26 Years oldPersonal capital $ 7 BillionMore than 0.5 billion users

8% Total US traffic


The online world is created by young internet entrepreneurs, not by the corporates.

Conclusion One


The biggest media companies don’t create media themselves, that’s been done by us.

Conclusion Two


It’s a new playing fieldConclusion Three


Facts and Figures


Differences in Social Media platformsUse differences when operating globally

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Social Media Traffic Europe


Marketers EuropeSource: http://www.alterian.com/resources/research/Alterian-Annual-Survey-Results-2010/


About you

Although social media is seen by 47% of those surveyed as providing significant ROI in the promotion of an event, 69% of respondents do not have the means to measure its impact.

While exhibition and event marketers continue to look for innovative digital media to engage audiences, interestingly, e-mail marketing (85%) is perceived as the tactic that provides the greatest ROI in the marketing of an event.

Source: Center for Exhibition Industry ResearchSunday, February 6, 2011

Do you have a cohesive digital marketing strategy for your events? Source: Digital + Exhibiting Marketing Insights 2010 - by Ceir


Are you able to quantify the ROI for your social media tactics?Source: Digital + Exhibiting Marketing Insights 2010 - by Ceir


The world is getting mobile connectedTablets and Smartphones: More than 50% of all computers are no computers anymore

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Monitor more than 22.000 Dell-related topic postsDaily mentions of Dell on Twitter alone have greater reach than combined ciculation op top 12 daily newspapers


Percentage of companies who have acquired a customer from that channelDifferences between btb and btc


In next 3 years, social media will start to drive more value than seoE-mail marketing under pressure - Interruptive / Deliverability issues / Careful with permissions

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Most ‘liked’ Facebook page typesConvention Centers - Position #21


Why not use Social Media?


Cause you think it’s one big hype


“Tsss....show me the business case”


I don’t want it in my office!


...and you’re not the only one..


“Cause internet is dangerous, stupid and I don’t like it anyway”



Why do use Social Media?


1. Your people want it


9% more productiveUniversity of Melbourne study


2. To Network.


To network.


Work to do ...


To network or not to network....that’s the question


3. Direct reach.


Direct reach.+ 4000 direct contacts


Direct reach.


Direct reach.


Targeted reach.Groups


4. Promotion.


To promote your eventsOn LinkedIn


And to promote your eventsOn Facebook


And to promote your eventsOn Twitter


Why promote there?Cause it’s crowdy with people and you have targeted reach


5. Distribution of your content.


Distribution of your content.














Distribution of your content.all about sharing


6. SMO / Search.


Google loves Social Media


Search is more than Google


Search is more than Google


You Tube is Search Engine #2Searchstories


And there’s much to winwithin a day


And there’s much to winwithin a day


I could have done the same on Facebook in a minute


More reasons why to use social media?


7. Cause CRM is hard


And it’s replaced by VRMit’s cheaper and easier; everybody updates his data, shares interests and tells what he/she is doing


8. Functionalities


Social Single Logon


Location based services


Complete Event Sitesfor free


550.000 appsfor free


9. Research


TweetdeckKeep track of the Buzz


Company Data


Company Data


Company Data


Company Data


Company Data


What to do?



Hire/create expertise and build up knowledgeFind your internal heroes


Define a strategyCarefully integrated into a wider strategy


Redefine old formulas and budgetsCRM / Websites / IT


Quit expensive Event SitesCreate social hubs


Quit expensive Event SitesCreate social hubs


ROI


Define success metrixSource: KingFishMedia


Define success metrixSource: KingFishMedia


Define success metrixSource: Forrester

Financial: Has revenue or profit increased or costs decreased?

Brand: Have consumer attitudes about the brand improved?

Risk Management: Is the organization better prepared to note and respond to attacks or problems that affect reputation?

Digital: Has the company enhanced its owned and earned digital assets


Conclusion: make a plan


Don’t underestimate the effort required

Ideally in the form of a dedicated individual who can keep dialogue flowing and seed productive

conversations. Continuous new content and engagement tactics are required to grow the

vibrant community necessary for achieving buzz around your event.


Use the internet as source for researchThere’s no excuse for ignorance


Use the internet as source for researchsocial media strategy filetype:pdf / slideshare.net


thx.

[email protected] | @ronnieovergoor | linkedin.com/in/ronnieovergoor


mailto:[email protected]

mailto:[email protected]

Ufi Keynote 10 Feb

Documents

social media platforms

social media tactics

youalthough social media

direct reach

social mediawhy

social mediawhat

biggest media companies

exhibiting marketing