UFI Open Seminar in Europe 2010 - Budapest - Jorg Beyer
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Transcript of UFI Open Seminar in Europe 2010 - Budapest - Jorg Beyer
07.07.2010
Social Media Prof. Dr. J. Beier
Open Seminar, Budapest 2010
07.07.2010
• Introduction
• The potential of social media
• Integrated marketing and social media
• How to work with social media
Source: The following presentation is based on a survey made by
VOK DAMS Consulting, Event und Web X.0, 10th June 2010.
Questionnaire was responded by 1053 marketing managers; 73
experts were additionally interviewed.
Social media and its influence on
our industry
2
3
07.07.2010 4
Change in size and mix of B2B Media revenues
Source: JEGI; VSS Communication Industry Forecast 2009 – 2013; August 2009
• Forecasted growth of B2B media revenues
• Rapid growth of marketing spending in B2B online but…
• …the exhibition industry maintains its position at the expense of other
traditional media
44%
36%
5%
15%
2009$24.2 billion
44%
27%
6%
23%
2013$26.0 billion
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Please rate the influence of social
media on your Communication–Mix
today
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(1) No Influence
(2) Weak Influence
(3) Moderate influence
(4) Strong influence
(5) Very strong influence
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0% 5% 10% 15% 20% 25% 30% 35%
No influence
Weak influence
Moderate influence
Strong influence
Very strong influence
B2C
B2B
Evaluation of the influence of Social
Media on the Communication-Mix
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07.07.2010
Please rate the potential of Mobile
Internet (via Smartphone) for
improving the communication in the
industry by 2015
7
(1) No Potential
(2) Weak Potential
(3) Moderate Potential
(4) Strong Potential
(5) Very Strong Potential
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0% 10% 20% 30% 40% 50% 60% 70%
No potential
Weak potential
Moderate potential
Strong potential
Very strong potential
B2C
B2B
Potential of Mobile Internet
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Please choose which of the following
options regarding Integrated Marketing
has the highest potential for your
organization:
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(1) Print + Social Media
(2) Mobile Marketing + Social Media
(3) Online Marketing + Social Media
(4) Radio + Social Media
(5) TV + Social Media
(6) Events + Social Media
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Potential for Integration with Social
Media
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(1) High involvement of customers and guests
coming to the event
(2) Design of the content by the user
(3) Social Media can be used for documentation of
events
(4) Excellent tool for inviting people
(5) Multiplying potential of World-of-Mouth enhances
the success of the event
Why a combination of events with
Social Media?
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B2B
(1) Integrated
Communication
(2) Being close to the
customer
(3) Effective sales
(4) Being up-to-date with
brands and products
(5) Feedback about
customer satisfaction
B2C
(1) Integrated
Communication
(2) Being up-to-date with
brands and products
(3) Word-of-Mouth
(4) Being close to the
customer
(5) ROI
What is your motivation for
participating in Social Media?
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07.07.2010
1. Synergetic effects of using integrated
communication
2. Catalyst for viral communication
3. Useful seeding for dissemination of information
4. Meaningful and relevant information
5. Opportunity of designing “user generated
content”
Drivers for the successful use of
Social Media
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(1) Already today
(2) 2011-2012
(3) 2013-2014
(4) 2015 or a later
(5) not at all
(6) don`t know
Please predict, at the latest, when
exhibition organizers should use
social media for customer
communication?
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• Listen
Find out where your target group is located on the internet;
what type of social media is being used.
• Try social media yourself
Hint: If you are invited to a party and you try to sell
products you will never be invited again!
• Make Social Media part of your integrated
communication
Tweets, announcements and even information of low
interest should be distributed using all media channels
Rules for communication
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• Stage 1
Activate your target group
• Stage 2
Be involved before, during and after the event.
• Stage 3
Follow-up is necessary
Documentation and diffusion of the information collected
Working with social media
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• Thank you very much for your attention.
• Any questions?
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