UFI Focus Meeting on Social Media - Paris 2010 - Maria Martinez


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Event Organizer Experience from a Corporate point of view
By: Maria Martinez, Organization, Human Resources and Systems Manager, IFEMA, Madrid, Spain

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UFI Focus Meeting on Social Media - Paris 2010 - Maria Martinez

  1. 1. <ul><li>EVENT ORGANIZER </li></ul><ul><li>EXPERIENCE FROM A CORPORATE </li></ul><ul><li>POINT OF VIEW </li></ul><ul><li>UFI- ICT FOCUS MEETING </li></ul><ul><li>SOCIAL MEDIA IN THE EXHIBITION INDUSTRY </li></ul><ul><li>Paris, Abril 29-30 2010 </li></ul>
  2. 2. <ul><li>TO BE OR </li></ul><ul><li>NOT TO BE </li></ul><ul><li>IN SOCIAL MEDIA </li></ul>
  3. 3. <ul><li>Trends can kill us all </li></ul><ul><li>Technology and common sense will let us survive </li></ul>
  4. 4. <ul><li>I assume everyone here has a corporate web. </li></ul><ul><ul><li>Who has introduced web 2.0 tools? </li></ul></ul><ul><ul><li>Do we know what web 2.0 is? </li></ul></ul><ul><ul><li>Who has incorporated social media to their webs? </li></ul></ul>
  5. 5. <ul><li>Allow me to tell you a story </li></ul><ul><li>One year and a half ago (almost two) </li></ul><ul><li>two thirds of our show managers wanted to be </li></ul><ul><li>cool and have web 2.0. oriented shows. </li></ul>
  6. 6. We played a game <ul><li>What do you mean by this? We asked. </li></ul><ul><li>“ I want the cool tools”. </li></ul><ul><li>2. What does that mean? </li></ul><ul><li>“ I want to have what everyone has.” </li></ul><ul><li>3.- What does Everyone have?. </li></ul><ul><li>“ Blogs”, chats, wikis, all of that. </li></ul>
  7. 7. <ul><li>One year ago: “ The question was different. </li></ul><ul><li>I want my show to be present in social media. </li></ul><ul><li>We asked what do you mean by that ?: </li></ul><ul><li>I want everything : I want to be in Twitter, I want to be in Linkedin, I want to be in Facebook, I want it “all”. </li></ul><ul><li>Do you want blogs? . Not really, just communities!! </li></ul>
  8. 8. CORPORATE ANALYSIS <ul><li>From a corporate perspective, to be able to surf the wave and decide what strategy we needed to follow, we analysed a few things: </li></ul><ul><li>1.- What the clients needed and wanted. </li></ul><ul><li>2.- What was really necessary (prioritize) </li></ul><ul><li>3.- How much everything cost and where the money </li></ul><ul><li>was going to come from to afford these changes. </li></ul>
  9. 9. EVOLUTION TOWARDS WEB 2.0 <ul><li>Web 1.0 </li></ul><ul><li>- Connects information : Provides information via links </li></ul><ul><li>to web pages. </li></ul><ul><li>- Transformed the way in which we access information. </li></ul><ul><li>Web 1.5 : Connects applications. </li></ul><ul><li>- Service oriented architecture </li></ul><ul><li>- Transformed the way we use and develop </li></ul><ul><li>applications. </li></ul>
  10. 10. <ul><li>Web 2.0 : Connect users. </li></ul><ul><li>- Easy way of sharing information in the internet, </li></ul><ul><li>through “social software”. </li></ul><ul><li>- Changes the way in which we share information and </li></ul><ul><li>work together. </li></ul>
  11. 11. <ul><li>Web 2.0 </li></ul><ul><li>“ Communities and services based on the web, to facilitate the creativity, collaboration and exchange and sharing of information between users”. </li></ul><ul><li>Source : Andrew McAfee/org/blog-/ </li></ul><ul><li>From Web 2.0 to Enterprise 2.0 </li></ul>
  12. 12. <ul><li>Enterprise 2.0 </li></ul><ul><li>Emerging Platform of social software. </li></ul><ul><li>In company. </li></ul><ul><li>Companies with clients and suppliers. </li></ul>
  13. 13. Guru Dim Hindchcliffe Definition <ul><li>1.- E 2.0.- It’s going to happen, whether we like it or not. </li></ul><ul><li>2.- E. 2.0.- It’s more than wikis and blogs. </li></ul><ul><li>3.- E. 2.0.- It’s more a way of thinking than a technology (technology </li></ul><ul><li>nowadays more than ever is a commodity). </li></ul><ul><li>4.- Employees have to be trained in techniques and best practices. </li></ul><ul><li>5.- Benefit could be enormous but it has to be built on solid grounds </li></ul><ul><li>6.- Traditional information systems should not be </li></ul><ul><li>abandoned. </li></ul><ul><li>7.- You company is going to change – Be ready. </li></ul>
  14. 14. Enterprise 2.0 implies a transformation <ul><li>Innovation sources organizations Individuals, communities </li></ul><ul><li>Interactions Structured Ad-hoc – Not defined </li></ul><ul><li>Comunications From top to bottom Two ways – Interactive </li></ul><ul><li>Knowledge Controlled –Rigid Open- Participative </li></ul><ul><li>Applications Created by IT Created by users and IT </li></ul><ul><li>Collaborations E-mail, Meetings Social Webs </li></ul><ul><li>wikis – RSS </li></ul><ul><li>e mails , meetings </li></ul>
  15. 15. Social technographics leaders <ul><li>Source : Forrester (2008) </li></ul><ul><li>- Creators </li></ul><ul><li>Publish blogs, web pages, load videos, download music and write articles. EU: 10%. </li></ul><ul><li>Critics </li></ul><ul><li>Value comments, products, services. </li></ul><ul><li>Comment other people’s blogs, participate in chats edit wikis. EU: 20%. </li></ul><ul><li>Collectors : </li></ul><ul><li>Receive RSS, tag contents, vote on online sites. EU: 10% </li></ul>
  16. 16. <ul><li>Joiners </li></ul><ul><li>Own a profile on social media. EU. 12,5% </li></ul><ul><li>Spectators : </li></ul><ul><li>Read blogs , wikis, watch videos. EU: 37% </li></ul><ul><li>Inactives: </li></ul><ul><li>Do nothing of the above. EU: 53% </li></ul>
  17. 17. From Web 2.0 to Enterprise 2.0 Project information Sharing & managing deliverables Sharing knowledge Wiki Activity Ranking- relevant business information Page Ranking- relevant content Search/Tagging Integration of data from multiple applications Maps Mashups Connecting with Subject Matter Experts, content, and processes Meeting friends & acquaintances Social Networks Thought Leadership, Product Evangelism Sharing opinions, reviewing products Blogs Enterprise Consumer (Web 2.0) Technology
  18. 18. IFEMA’S EXPERIENCE <ul><li>Internal : </li></ul><ul><li>In order to train an educate our people in the use of these tools we developed an intranet with Web 2.0 technology. </li></ul><ul><li>We used Oracle UCM Technology, which we also used for our web site. Therefore the data introduced in the intranet is good for the internet as well, saving us a lot of time and effort. </li></ul>
  19. 21. SOCIAL MEDIA STRATEGY <ul><li>HOW DO WE START </li></ul><ul><li>It is important to distinguish between: </li></ul><ul><li>Personal Accounts </li></ul><ul><li>Groups </li></ul><ul><li>Pages </li></ul><ul><li>From a personal account in Facebook, pages and groups could be created. </li></ul><ul><li>IFEMA created a personal account with a general profile of the company. </li></ul><ul><li>From that account we have opened a page from which administer the different corporate pages for all our shows. </li></ul><ul><li>IFEMA is the administrator of all the information. </li></ul><ul><li>The administrator is called a “Community Manager” and is a member of the Communication Area. </li></ul>
  20. 22. <ul><li>The community manager can : </li></ul><ul><li>Publish news </li></ul><ul><li>Create a link with IFEMA’S page </li></ul><ul><li>Link the page to a blog </li></ul><ul><li>Promote the page with advertising (A campaign in Facebook costs aproximately 300,00 euros) </li></ul><ul><li>Initiate discussions </li></ul><ul><li>Create events and send invitations </li></ul><ul><li>Send information to fans </li></ul><ul><li>Analyse statistics </li></ul>
  21. 23. DEFINITION OF COMMUNITY MANAGER (new role) <ul><li>1 .- A community manager should provide personality to the brand by </li></ul><ul><li>interacting with the community as a person, not as a generic user. People </li></ul><ul><li>should be able to trust and respect the community manager. The people </li></ul><ul><li>in the community need to know that the community manager really cares </li></ul><ul><li>about them and their needs and concerns. </li></ul><ul><li>2.- A community manager should help translate the user’s comments to </li></ul><ul><li>internal improvements and should also translate internal communications </li></ul><ul><li>back out to the community. </li></ul><ul><li>3.- A community manager needs to advocate the community to the company </li></ul><ul><li>and advocate the company to the community. </li></ul>
  22. 24. OUR PRESENCE TODAY IN SOCIAL SITES <ul><li>We have created in Facebook a corporate profile for IFEMA- Feria de Madrid. </li></ul><ul><li>It is connected to the pages/profiles created by IFEMA for the following exhibitions: </li></ul><ul><li>ALMONEDA </li></ul><ul><li>ARCOMADRID </li></ul><ul><li>AULA </li></ul><ul><li>CIBELES </li></ul><ul><li>FERIARTE </li></ul><ul><li>FITUR </li></ul><ul><li>MADRID NOVIAS </li></ul><ul><li>MODACALZADO + IBERPIEL </li></ul><ul><li>PIEDRA </li></ul><ul><li>SALON OUTLET RESIDENCIAL </li></ul><ul><li>SALON INTERNACIONAL DEL AUTOMOVIL ECOLOGICO </li></ul><ul><li>SIMO NETWORK </li></ul><ul><li>SIMM </li></ul><ul><li>VETECO </li></ul>
  23. 25. <ul><li>Some “smart” outside people also created two profiles in Facebook of two well-known shows: SIMO and ARCO </li></ul><ul><li>We have also created communities in Linkedin for SIMO NETWORK (92 registered) and FITUR. Basically, it is used by a very professional crowd. </li></ul><ul><li>We also have presence in You Tube for : </li></ul><ul><li>- SIMO NETWORK (113 video reproductions) </li></ul><ul><li>- VETECO </li></ul><ul><li>CIBELES </li></ul><ul><li>We use a Twitter channel to send short messages, connected also with Facebook and Linkedin. </li></ul>
  24. 26. <ul><li>SIMO-NETWORK </li></ul>
  25. 31. <ul><li>AULA </li></ul>
  26. 33. <ul><li>VETECO </li></ul>
  28. 41. <ul><li>ARCO </li></ul>
  29. 46. <ul><li>ARCO (2010) </li></ul>
  30. 52. <ul><li>MODACALZADO- IBERPIEL </li></ul>
  31. 54. <ul><li>MADRID NOVIAS </li></ul>
  32. 61. <ul><li>IFEMA </li></ul>
  33. 63. CONCLUSIONS <ul><li>Social Media is no expensive from an IT point of view. </li></ul><ul><li>The expense comes from the administration of the different sites. </li></ul><ul><li>A community manager (external or internal)is generally required. </li></ul><ul><li>Not all the shows need the same strategy.Each one is different. </li></ul><ul><li>We cannot control what is published in social media. We have to be able to live with it !! </li></ul>
  34. 64. <ul><li>Thank you very much for your attention! </li></ul>
  35. 65. www .ifema. es