"All that Glitters is not Gold"
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"ALL THAT GLITTERS IS NOT GOLD" - CONTEXT, BALANCE AND PERSPECTIVE AROUND SOCIAL MEDIA IN THE MEETINGS AND EVENTS INDUSTRY Padraic Gilligan Vice President, Industry Relations MCI All that glisters is not gold; Often have you heard that told: Many a man his life hath sold But my outside to behold: Gilded tombs do worms enfold. Had you been as wise as bold, Young in limbs, in judgement old Your answer had not been inscroll'd Fare you well, your suit is cold.
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Presentation to CRV MPI Chapter on Social Media in the Meetings Industry
Transcript of "All that Glitters is not Gold"
"ALL THAT GLITTERS IS NOT GOLD" - CONTEXT, BALANCE AND PERSPECTIVE AROUND SOCIAL MEDIA IN THE MEETINGS AND EVENTS INDUSTRY
Padraic GilliganVice President, Industry Relations
MCI
All that glisters is not gold;Often have you heard that told:Many a man his life hath soldBut my outside to behold:Gilded tombs do worms enfold.Had you been as wise as bold,Young in limbs, in judgement oldYour answer had not been inscroll'dFare you well, your suit is cold.
Introduction"All that glitters is not gold" - context, balance and perspective around Social Media in the Meetings and Events Industry
Repeatedly technology and, in particular, social media is mentioned in surveys of Meetings Industry personnel as the single most important development of recent times: a game changing, paradigm shift dividing our industry into two time zones - before social media and after social media. While there is some truth at this heart of this analysis there can also a temptation to then overlook and lose sight of the enduring reasons why our industry exists. Surely its foundation pivots around the value of Face to Face and live events and the maxim: "when people come together magic happens!” ?
Introduction• Who am I?• Digital and Social Media – some background• Digital and Social Media in The Meetings Industry • Digital and Social Media – the power and the pitfalls• Digital and Social Media – before, during and after the
Event• ICEM 2012 – a case study on the power of digital and
social media• Final Story – Bathrobes in San Antonio
@padraicinohttp://padraicino.com
Who do I work for?
Expert?
The Terminology
Digital & Social Media in The Meetings Industry
• ICT• Cisco• Oracle
• Pharma• Boehringer• Bayer• Pfizer
• Hospitality• Accor• Sonesta
Digital & Social Media in IT
Digital & Social Media in Pharma“Pharma is about a thousand years behind everything else you see in consumer (marketing). Pharma has made progress but it is being held back by its own nervousness. If there is a conservative interpretation of the rules, and a very conservative interpretation of the rules and then an insanely conservative interpretation of them – Pharma will go with the insanely conservative one”
Pharma Insider quoted in PMGroup 2012 Digital YearBook
Yet Pharma has embraced the digital revolution:• Kai Gait, Digital Marketing Director at GlaxoSmithKline• Francesco Raimo, Digital Director at Life Healthcare• John Pugh, Director of Digital at Boehringer
Example: Syrum by Boehringer
“ … For (John) Pugh, it’s clearly about learning – both for pharma and those playing the game. Indeed, part of the rationale for a beta launch
is to allow players to shape the direction of the game, as he admits “we don’t know where it’s going to go, that’s the exciting thing about it – it’s
a very unpharma approach, it’s a more Silicon Valley approach”.
Paul Tunnah, Pharma Phorum
Example: Diabetes Blog by Bayer UKI
“The annoying thing about the Bayer blog is that it’s really interesting … [but invisible] Dominic Tyler PME
Example: Pfizer’s Twitter campaign on Ageing
Example: ACCOR
• Focus on Brand Reputation and Customer Satisfaction• B2C • Partnered with Synthesio with
clear KPIs• Double digit growth in on-line sales
at Novotel brand
Example: Stone Korean Kitchen
• Importance of integrated approach • Twitter + Facebook + Linkedin + Yelp + Groupon
Example: Sonesta Hotels
Digital & Social Media – The Power and the Pitfalls
Digital & Social Media – The Power and the Pitfalls
Digital & Social Media – The Power and the Pitfalls
Digital & Social Media – Before /During /After an Event• Engagement BEFORE, DURING and AFTER• Extension of the life of the meeting BEYOND the F2F
event • From passing to permanent• Paradigm Shift / Game Changer• New focus on content
Social Media and Meetings/Events
Before …
During …
After …
Bathrobes in Texas
MPI CRV Linkedin Group
MPI Research on Hybrid …
