Live marketing: the importance of communities

Lift10 1’000 participants Geneva Lift09 800 participants Lift08 Geneva Lift France 10 Lift07 650 participants 700 participants Geneva Marseille 550 participants Lift France 09 Lift06 Geneva 560 participants 350 participants Marseille Geneva Lift Asia 07 Lift Asia 09 Lift Asia 10 Lift Asia 08 200 participants 450 participants 500 participants 450 participants Seoul Jeju Jeju Jeju First videos published Launch of Lift community iPhone application 20 talks offered free on liftconference.com relaunches Lift videos become available Youtube and other platforms with community features on the Apple iPhone. Lift@home Community based events launch in Tokyo, London, Toronto, New York, Lausanne, Geneva, and more.

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Agenda An online community is: where a group of people with similar goals or interests connect and exchange information using web tools. Text Jeremiah Owyang

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. FIGURE 4. Use of Digital Marketing Online advertising (Banner Ads, search marketing) 77% 79% Web site/Microsites 72% 74% Webcasts 42% 31% Social Media sites (Facebook, Linked In, Twitter, etc.) 36% 62% E-mail marketing/advertising 87% 95% Web-based event management tools 28% 42% Online Video 29% 31% Blogs 31% 36% 33% Corporate Brand Google adwords 26% Exhibition Management/Production Audio downloads/podcasts 23% 26% Virtual complements to live events 20% 16% RSS 13% 22% SMS/MMS Mobility 3% 10% Online games 1%3% Other 2% 2% Do not use any digital marketing tactics 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CEIR - Digital + Exhibiting Marketing Insights 2009

Which of these technologies do you think will be commonplace in conventions and exhibitions by 2020 Convention 2020 - Fast Future

• • • • • • • Text • http://www.barcamp.org/

‣ 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 ?

Live marketing: the importance of communities

by Yves Cretegny on Jun 25, 2010

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Live marketing: the importance of communities — Presentation Transcript

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