Social media outlets such as Facebook, LinkedIn and Twitter have become increasingly popular, not just as a way to supplement meaningful interaction, but in many ways to establish personal interaction where it didn’t previously exist. Convention delegates in industries across the board – even those based on face-to-face interaction – are rushing to figure out how to make social media work for them.
“I think social media is changing the nature of interaction surrounding conventions,”said Steven Paganelli, vice president of business development-DMOs/CVBs for the Washington, D.C.-based, TIG Global, which serves the travel industry through research and marketing solutions. “Certainly, the opportunity to connect on a higher, more meaningful level face-to-face has always been at the heart of meetings and conventions, but social media tools and new technologies are making it easier for delegates to move beyond their comfort zone to meet new contacts, share ideas and engage in these events in deeper ways.”
Attendees can look for sessions or booths of interest by following tweets – or updates on Twitter – from others interested in the same thing; vendors can get live updates when important clients check in to their rooms so they can get set up for their meeting and meeting speakers can use instant feedback to direct their speeches to topics the audience wants to hear.
But as delegates have learned how to use these tools for business, event organizers have had to quickly find ways of adapting to the changing demands.
The latest installment of TIG Global’s social media guide for destination marketing organizations identifies successful online marketing strategies as those that focus on their community’s core needs and attributes.
Instant feedback and a way to sort through information efficiently is at the core of many of those needs.
One of largest shifts in the industry in the past few years has been the growing popularity of virtual conferences – online events that bring together myriad social networking tools onto one platform. Virtual attendees can then attend seminars, meet vendors or clients via web cams and see live feeds from others who are actively micro blogging about the experience. Those involved believe this to be the way the industry is heading.
“Social media has spurred new forms of communication. Yet, marketers are finding it harder and harder to get through to their targets and maintain a constructive dialog with their customers,” said Scott Kiekbusch, director of Digital Marketing Solutions, Cramer. “For this reason, virtual events and environments are becoming a critical piece of the marketing mix as they create a sense of community among existing and potential customers, which in turn leads to more qualified – and closed – leads.”
It’s more cost effective as well, according to Hoang Vuong, CEO of Unisfair, a virtual event and environment provider headquartered out of Menlo Park, Calif.
“Marketers today are looking to squeeze as much value as possible out of every budget dollar,” Vuong said. “As a result, they are relying on marketing programs that increase reach and drive pipeline.” And by amplifying their usefulness through social media tools, Vuong added, virtual events are just the answer.
But as much change as there has been thus far in the industry, there is still a long way to go with much room for improvement.
Rick Calvert, CEO and co-founder of Blogworld Expo, thinks the industry changes thus far are only the beginning.
“It’s absolutely just starting for the convention industry,” Calvert said. “It’s going to fundamentally change the industry, as it’s fundamentally changing so many other things.”
