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Presentation given October 15 2010 during the CICG client event
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Online Communities: Impacts on Live Marketing Strategies
picnik tous droits réservésPermanent link to this comic: http://xkcd.com/802/
Lift
Community & event
New event formats
Community role before event
Community during event
Conclusion
Agenda
Certains droits réservés par PrinZaffiro
Events
Services
Content
Research
Lift Community
A crowdsourced content & services company fostering innovation About Lift
Technology Usage
Technology Usage
Inno
vatio
n
Inno
vatio
n
Events to inspire and connect Swiss and international pioneersLift events
Talks
Given by some of the moment's brightest and most inspiring
speakers curated and prepared by Lift Team.
Experience
A space dedicated to networking and inspiration,
with media art presentations, startup booths, technological
demos, etc.
Social events
Networking at its best during carefully prepared social
events
Open program
50+ hours of workshops, talks, discussions, managed by the
community via an online proposition and voting system.
Lift event growth strategy
Lift Lift With Lift Inside
Lift @home
own and produce
franchise and co-produce service auto-organize
Lift11 will take place on February 2-4, 2011 in
Geneva at the Centre International de
Conférences Genève
Topic‣ Re-organization, the changing workplace‣ Engaging users with games‣ Community mining, new forms of business intelligence
‣ Trends and ideas from around the world
Business opportunities‣ Workshops (co-creation - focus - open)‣ Business village‣ Lift Project
Next Event - Lift 11 Geneva
Conference participants(1000 per event)
Online visitors(+160’000)
Online community members(+7000)
Agenda
Text
An online community is: where a group of people with similar goals or interests connect and exchange information using web tools.
Jeremiah Owyang
Community & eventAn old and multiform relationship
Music & concert
Health & walk Politics & gathering
Game & lanparty
A plethoric tool landscape
There ‘s no magic
Event industry has adopted the tools
Community & event
Digital + Exhibit Marketing Insights 2009
5
Use of Digital Marketing and Best Practices
Exhibition management and corporate brand side marketers have unquestionably adopted digital media as part of their everyday activities. In general, the digital marketing tactics respondents use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites.
Looking more closely at the digital habits of each respondent group, as shown in Figure 4, corporate brand side marketers’ use of digital demand generation tactics such as online advertising, webcasts, and Google ad words is slightly higher than their exhibition management counterparts.
Corporate marketers are investing in banner ads or using proprietary content in interactive formats such as webcasts or event microsites as a means to amplify program messaging and foster deeper engagement.
For their part, exhibition management respondents outpace corporate brand respondents’ use of social media. The divergence in each groups’ use of this medium is likely due to the fact that event producers are relentlessly pushing to make a specific event the centerpiece of the community. Social media is a powerful platform upon which to build a 24/7 marketing program that is, in a sense, “activated” by the live experience. Meanwhile, corporate exhibitors deploy social media for numerous events, resulting in a more fragmented effort. (See Figures 5 and 6.)
FIGURE 4. Use of Digital Marketing
Audio downloads/podcasts
Virtual complements to live events
RSS
SMS/MMS Mobility
Online games
Other
Do not use any digital marketing tactics
0% 10% 20% 30% 40% 50%
3%5%
Corporate BrandExhibition Management/ProductionGoogle adwords
Blogs
Online Video
E-mail marketing/advertising
Social Media sites (Facebook, Linked In, Twitter, etc.)
Webcasts
2%2%
1%3%
3%10%
13%22%
20%16%
23%26%
33%26%
31%36%
29%31%
28%42%
87%95%
36%62%
Online advertising (Banner Ads, search marketing)
Web site/Microsites
Web-based event management tools
60% 70% 80% 90% 100%
31%42%
72%74%
77%79%
For their part, exhibition management respondents outpace corporate brand respondents’ use of social media.
CEIR - Digital + Exhibiting Marketing Insights 2009
And believe that it will last
Which of these technologies do you think will be commonplace in conventions and exhibitions by 2020
Convention 2020 - Fast Future
Community & event
Communauté et événement
Le contenu est la seule chose importante
Du virtuel au réel
techcrunch disruptive
mashable
apéro
Du réel au virtuel
Salon de l’Automobile
From virtual to real
Flash mob - Apéros géants
Bar camp et unconferenceLes nouveaux format
The Rules of BarCamp
• 1st Rule: You do talk about BarCamp.• 2nd Rule: You do blog about BarCamp.• 3rd Rule: If you want to present, you must
write your topic and name in a presentation slot.
• 4th Rule: Only three word intros.• 5th Rule: As many presentations at a time
as facilities allow for.• 6th Rule: No pre-scheduled presentations,
no tourists.• 7th Rule: Presentations will go on as long
as they have to or until they run into another presentation slot.
• 8th Rule: If this is your first time at BarCamp, you HAVE to present. (Ok, you don't really HAVE to, but try to find someone to present with, or at least ask questions and be an interactive participant.
Bar Camp - Unconference
Text
http://www.barcamp.org/
Content crowdsourcing
Viral ticketingLa communauté avant l’événement
Using the community to sell tickets
Sub title text
Text
Community based badging
Real time mobile web
The audience interacts, completes, challenges,....
Live video & chat
A model for live marketing ?Conclusion
Community Content
Event
frame&
engage
distribute&
create
meet&
work
Value
Some thoughtsConclusion
‣ Engagement marketing is becoming an important component of live marketing.....
‣ Real time interactions change the dynamic of content distribution in events....
‣ Experts are on the stage, ....in the audience, ....and everywhere....
‣ Nurturing the community before, during, and after the event with quality content will become more and more critical....
‣ Events are not anymore limited in time and space, they are modified and enlarged by communities...
‣ What event formats and organization will serve these needs ?
