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Welcome to Conference Scotland<br />Thank you to all Contributors<br />
Scott Snedden<br />Corn Exchange venue Manager<br />
VT<br />
Richard John<br />Chair<br />
House keeping<br />Agenda<br />Toilets<br />Phones<br />Fire Exits<br />
votin<br />
Chris Lawson<br />Conference-Scotland Founder<br />
State of the Nation(Glasgow)<br />Glasgow Marketing Bureau secured £131M 2010<br />Hotel occupancy in Glasgow the highest ...
State of the Nation(Edinburgh)<br />Edinburgh Convention Bureau secured £74.2M ahead of  a target of 73.9M in 2010<br />Fo...
State of the Nation(National and International)<br />The global value of business tourism is estimated to be in excess of ...
State of our Nation<br />It is estimated that the Scottish market brings in business tourism is worth £827m annually And a...
State of our Nation<br />It is estimated that the Scottish market brings in business tourism is worth £827m annually And a...
Dr Jane Ali-Knight<br />
Sustaining a Competitive Edge: Opportunities and Challenges facing the Scottish Events Industry<br />Dr Jane Ali-Knight<br...
Building on Current Successes..<br />2012 and beyond<br />
State of Play….Edinburgh<br />Dynamic value, e.g.<br />Edinburgh C 455 ,000 population -> 55 major Events yearly<br />Edin...
89% of people say they increase local pride
£40m in new income in Edinburgh and £51m in Scotland
support for  5 242 FTE jobs for a year in Edinburgh </li></ul>Overall, the festivals attracted a wide range of visitors an...
Involves community
Extend the visitor season
Change the market
Adapt over time</li></ul>20<br />
Creating the Festival and Event Managers of Tomorrow....<br />Challenge: Traditional Management Approach v Event-Specific ...
Creating the Festival and Event Managers of Tomorrow....<br />Attractiveness of the industry makes it highly competitive t...
.......Globally<br />Strong tradition of Events Management Training in Australia and North America<br />America – traditio...
Challenges..how to keep the Thundering Hooves at Bay!<br />
...and the great Scottish summer<br />Dr Jane Ali-Knight,  j.ali-knight@napier.ac.uk<br />Thank You!<br />
Paul Bush OBEEvent Scotland<br />
VT<br />
Interactive<br />
voting<br />
Hybrid Events<br />
Gareth Lloyd<br />Digital Event Services<br />
The Blended Event<br />“..a live event that engages and interacts with a remote audience….”<br />
Why would you want to webcast?<br /><ul><li>Take the event to the people who cannot be present
Create an online experience that mirrors the live event, complete with interaction between presenter and viewers
Reach new audiences online, giving them a taste of what the on-site event is like
Increase revenue by selling live or on-demand access online to attendees, or selling webcast sponsorship to exhibitors and...
Avoid scheduling conflicts and boost retention as on-site attendees watch sessions on-demand
Support green meeting initiatives by making all conference sessions available online.</li></li></ul><li>“ adding a virtual...
……. your takeaway sir!<br />Internet Connectivity<br />“ be prepared”<br />
Thank You<br />Gareth.Lloyd@saville.co.uk<br />@savilleDES<br />www.saville-av.com<br />
Grace Owen<br />JISC<br />
This much I know...<br />Grace Owen, JISC<br />www.jisc.ac.uk<br />about Hybrid Events<br />
Where it all started<br />It all started with a hashtag!<br />Event ‘amplification ‘<br />Hybrid Event <br />
JISC Conference 2011<br />Separate ‘online’ programme of activities<br />Online ‘host’ based in a studio at the event<br /...
What if there’s no budget?!<br />Just stream slides and audio<br />Authorstream (www.authorstream.com)<br />Video and slid...
Final thoughts<br />Check what your budget is!<br />What resources do you have available?<br />You are creating 2 events –...
Thank you!<br />Grace Owen, Communications Co-ordinator, JISC<br />www.jisc.ac.uk<br />Email: g.owen@jisc.ac.uk <br />Twit...
Richard Myles<br />Flume Ltd<br />
WIFM: Growing your audience<br />
Getting results for your clients<br />
So what is a virtual event?<br />
Case Study – Sustainability Now<br />
Video & audio webinars<br />
Case study - results<br />
2,500Unique visitors<br />2.5<br />311<br />265<br />
2,500Unique visitors<br />2.5Average hours<br />311<br />265<br />
2,500Unique visitors<br />2.5Average hours<br />311Average webinars viewers<br />265<br />
2,500Unique visitors<br />2.5Average hours<br />311Average webinars viewers<br />265 Average exhibitor visitors<br />
Best advice?<br />
The argument against (doesn’t stack up)<br />
Thank you<br />richardmyles@yahoo.co.uk<br />www.linkedin/in/richardmyles<br />twitter: @richmyles<br />
VOTING<br />
Content is King<br />
Carl Holland<br />Conference Producer<br />
The Case for Content<br />
What are the 5 most important messages<br />
The Content test<br />
Strategy & Recognition<br />
Delivery<br />
Don’t be afraid to say no! <br />
Workshop: 5 Barriers to getting involved in content<br />
What are the 5 most important messages<br />The Content test<br />Strategy & Recognition<br />Delivery<br />Don’t be afrai...
Coffee Break<br />
clock<br />
Richard John<br />Chair<br />
Social Media<br />
Charlotte Britton<br />Mako Marketing<br />
Social Media to Promote Events<br />Capitalising on the Opportunity<br />
5 Top Tips	<br />Will cover 5 top tips to promote your events using social media<br />To assist in increasing awareness, s...
Top Tip #1: Blog About it<br />Set up a blog / website (e.g. Wordpress)<br />Enable online bookings<br />Ensure integrated...
Top Tip #2: Use Twitter	<br />Set up Twitter account for Conference or use existing company one<br />Follow conversations ...
Top Tip #3: Set up a Facebook Page	<br />Set up a Facebook fan Page (if relevant)<br />Link up Twitter & Blog<br />Set up ...
Top Tip  #4: LinkedIn<br />Get involved in groups where your audience are<br />Integrate Twitter into your profile<br />In...
Top Tip #5:Optimise for Social Sharing<br />Ensure Hash Tag & Twitter / Facebook account on delegate packs<br />High speed...
Thanks for your time<br />Any questions will be covered on the panel<br />Contact details:<br />Email: charlottebritton@ma...
Carlos Alba<br />Carlos Alba Media<br />
Social Media<br />Business or Pleasure<br />
"Editing a newspaper at the start of the 21st century is a tough job. The concept of mediating world events to a select gr...
The Players<br />Traditional media<br />Online platforms<br />Blogs<br />Smartphone apps<br />Social Media<br />
What social media?<br /><ul><li>Twitter
Facebook
LinkedIn
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Conference Scotland Event

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Conference Scotland Event

  1. 1. Welcome to Conference Scotland<br />Thank you to all Contributors<br />
  2. 2.
  3. 3. Scott Snedden<br />Corn Exchange venue Manager<br />
  4. 4. VT<br />
  5. 5.
  6. 6. Richard John<br />Chair<br />
  7. 7. House keeping<br />Agenda<br />Toilets<br />Phones<br />Fire Exits<br />
  8. 8. votin<br />
  9. 9.
  10. 10. Chris Lawson<br />Conference-Scotland Founder<br />
  11. 11. State of the Nation(Glasgow)<br />Glasgow Marketing Bureau secured £131M 2010<br />Hotel occupancy in Glasgow the highest level in a decade<br />Room Yields have increased 15% to £64.61 from £54.65 in 2009<br />Glasgow enjoyed the highest year to date occupancy (78.9%) of any Scottish city – the first time ever in its history<br />
  12. 12. State of the Nation(Edinburgh)<br />Edinburgh Convention Bureau secured £74.2M ahead of a target of 73.9M in 2010<br />For the 10th consecutive year, Edinburgh was voted the UK’s favourite city in the Guardian, Observer and guardian.co.uk Travel Awards<br />50% of the conferences confirmed by ECB are worth in excess of £0.5 million<br />In 2009-10 Edinburgh hosted 257 meetings attended by 58, 277 delegates<br />
  13. 13. State of the Nation(National and International)<br />The global value of business tourism is estimated to be in excess of £40 billion<br />Business tourism is the fastest growing sector in world tourism and represents 28% of inbound tourism into the UK<br />The UK is the 5th most popular destination for international association meetings, after the USA, Germany, Spain and Italy<br />A trend survey from UKEMTS suggests that events spend last year topped 16.3bn nationally! 1.3m business events.<br />
  14. 14. State of our Nation<br />It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.<br />
  15. 15. State of our Nation<br />It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.<br />
  16. 16.
  17. 17. Dr Jane Ali-Knight<br />
  18. 18. Sustaining a Competitive Edge: Opportunities and Challenges facing the Scottish Events Industry<br />Dr Jane Ali-Knight<br />Director, Edinburgh Institute: Festivals, Events and Tourism<br />Edinburgh Napier University<br />Conference Scotland, Friday 2nd September 2011<br />
  19. 19. Building on Current Successes..<br />2012 and beyond<br />
  20. 20. State of Play….Edinburgh<br />Dynamic value, e.g.<br />Edinburgh C 455 ,000 population -> 55 major Events yearly<br />Edinburgh Festivals Impact Study, 2011<br />Worlds biggest programme of arts festivals from June to Sept. Based on a survey of 2 624 visitors<br />In 2010 Edinburgh's Festivals attracted 4m attendances, and an estimated 2m trips to the city. This generated:<br /><ul><li>output of just under £261m in Edinburgh and £245m in Scotland
  21. 21. 89% of people say they increase local pride
  22. 22. £40m in new income in Edinburgh and £51m in Scotland
  23. 23. support for 5 242 FTE jobs for a year in Edinburgh </li></ul>Overall, the festivals attracted a wide range of visitors and city residents.<br />Other values<br /><ul><li>Cultural driver
  24. 24. Involves community
  25. 25. Extend the visitor season
  26. 26. Change the market
  27. 27. Adapt over time</li></ul>20<br />
  28. 28. Creating the Festival and Event Managers of Tomorrow....<br />Challenge: Traditional Management Approach v Event-Specific Approach<br />1999 Business Tourism Forum report found event and conference industries required enhanced negotiation skills, higher client management skills, detailed knowledge of venues, ability to anticipate clients needs and to suggest solutions to problems.<br />
  29. 29. Creating the Festival and Event Managers of Tomorrow....<br />Attractiveness of the industry makes it highly competitive therefore emergence of college and universities courses<br />People employed in events tend to be highly educated (Goldblatt 2000). 79% degree and 15% post grad degree (US 1996) UK 2002 survey support this – 66% to degree level <br />Increased recognition of events management qualifications and as a subject association in its own right<br />Formation of AEME (Association of Events Management Education) in April 2004 – now 36 members<br />Over 40 HE/FE providers in the UK alone - Plethora of courses at undergraduate level since its first course in 1996 Leeds Metropolitan University has over 1000 students studying on its Undergraduate courses. UCAS search brought up 406 courses<br />Developments at postgraduate level<br />Increasing professionalism of industry, rise of executive education<br />
  30. 30. .......Globally<br />Strong tradition of Events Management Training in Australia and North America<br />America – tradition of Events Management Education and first Certified Special Event Professional Certifications – George Washington University<br />Event Educators Forum 2004 identified over 200 courses in Australia increased growth esp. after 2000 Olympics. This is being mirrored internationally eg: in Macao 2 institutes offer Event degree programmes.<br />Course being developed in emerging event destinations ie: Gulf region, South East Asia<br />
  31. 31. Challenges..how to keep the Thundering Hooves at Bay!<br />
  32. 32. ...and the great Scottish summer<br />Dr Jane Ali-Knight, j.ali-knight@napier.ac.uk<br />Thank You!<br />
  33. 33.
  34. 34. Paul Bush OBEEvent Scotland<br />
  35. 35. VT<br />
  36. 36.
  37. 37. Interactive<br />
  38. 38.
  39. 39. voting<br />
  40. 40. Hybrid Events<br />
  41. 41. Gareth Lloyd<br />Digital Event Services<br />
  42. 42. The Blended Event<br />“..a live event that engages and interacts with a remote audience….”<br />
  43. 43. Why would you want to webcast?<br /><ul><li>Take the event to the people who cannot be present
  44. 44. Create an online experience that mirrors the live event, complete with interaction between presenter and viewers
  45. 45. Reach new audiences online, giving them a taste of what the on-site event is like
  46. 46. Increase revenue by selling live or on-demand access online to attendees, or selling webcast sponsorship to exhibitors and sponsors
  47. 47. Avoid scheduling conflicts and boost retention as on-site attendees watch sessions on-demand
  48. 48. Support green meeting initiatives by making all conference sessions available online.</li></li></ul><li>“ adding a virtual component and moving to a hybrid model does not cannibalise physical event attendance but rather drives future physical event attendance”Danette Veal CISCO<br />
  49. 49. ……. your takeaway sir!<br />Internet Connectivity<br />“ be prepared”<br />
  50. 50. Thank You<br />Gareth.Lloyd@saville.co.uk<br />@savilleDES<br />www.saville-av.com<br />
  51. 51.
  52. 52. Grace Owen<br />JISC<br />
  53. 53. This much I know...<br />Grace Owen, JISC<br />www.jisc.ac.uk<br />about Hybrid Events<br />
  54. 54. Where it all started<br />It all started with a hashtag!<br />Event ‘amplification ‘<br />Hybrid Event <br />
  55. 55. JISC Conference 2011<br />Separate ‘online’ programme of activities<br />Online ‘host’ based in a studio at the event<br />Integrated video/audio/slides livestream<br />Polls and remote question moderation<br />Twitter <br />Lanyrd, LinkedIn<br />
  56. 56.
  57. 57. What if there’s no budget?!<br />Just stream slides and audio<br />Authorstream (www.authorstream.com)<br />Video and slides – use free streaming service<br />Ustream<br />JustinTV<br />
  58. 58. Final thoughts<br />Check what your budget is!<br />What resources do you have available?<br />You are creating 2 events – the physical and the online!<br />Don’t be afraid to experiment<br />
  59. 59. Thank you!<br />Grace Owen, Communications Co-ordinator, JISC<br />www.jisc.ac.uk<br />Email: g.owen@jisc.ac.uk <br />Twitter: @graceporter<br />
  60. 60.
  61. 61. Richard Myles<br />Flume Ltd<br />
  62. 62.
  63. 63.
  64. 64.
  65. 65. WIFM: Growing your audience<br />
  66. 66. Getting results for your clients<br />
  67. 67. So what is a virtual event?<br />
  68. 68. Case Study – Sustainability Now<br />
  69. 69. Video & audio webinars<br />
  70. 70. Case study - results<br />
  71. 71. 2,500Unique visitors<br />2.5<br />311<br />265<br />
  72. 72. 2,500Unique visitors<br />2.5Average hours<br />311<br />265<br />
  73. 73. 2,500Unique visitors<br />2.5Average hours<br />311Average webinars viewers<br />265<br />
  74. 74. 2,500Unique visitors<br />2.5Average hours<br />311Average webinars viewers<br />265 Average exhibitor visitors<br />
  75. 75. Best advice?<br />
  76. 76. The argument against (doesn’t stack up)<br />
  77. 77. Thank you<br />richardmyles@yahoo.co.uk<br />www.linkedin/in/richardmyles<br />twitter: @richmyles<br />
  78. 78.
  79. 79. VOTING<br />
  80. 80.
  81. 81. Content is King<br />
  82. 82. Carl Holland<br />Conference Producer<br />
  83. 83. The Case for Content<br />
  84. 84. What are the 5 most important messages<br />
  85. 85. The Content test<br />
  86. 86. Strategy & Recognition<br />
  87. 87. Delivery<br />
  88. 88. Don’t be afraid to say no! <br />
  89. 89.
  90. 90. Workshop: 5 Barriers to getting involved in content<br />
  91. 91. What are the 5 most important messages<br />The Content test<br />Strategy & Recognition<br />Delivery<br />Don’t be afraid to say no!<br />
  92. 92.
  93. 93. Coffee Break<br />
  94. 94. clock<br />
  95. 95. Richard John<br />Chair<br />
  96. 96. Social Media<br />
  97. 97. Charlotte Britton<br />Mako Marketing<br />
  98. 98. Social Media to Promote Events<br />Capitalising on the Opportunity<br />
  99. 99. 5 Top Tips <br />Will cover 5 top tips to promote your events using social media<br />To assist in increasing awareness, spread the word & deliver your goals<br />
  100. 100. Top Tip #1: Blog About it<br />Set up a blog / website (e.g. Wordpress)<br />Enable online bookings<br />Ensure integrated / signposted through other channels<br />Add blog posts before, during and after event<br />Live blogging can create the buzz <br />
  101. 101. Top Tip #2: Use Twitter <br />Set up Twitter account for Conference or use existing company one<br />Follow conversations & find/choose hash tag<br />Tweet blog posts & conference news<br />Live tweeting at event<br />Start creating the buzz<br />
  102. 102. Top Tip #3: Set up a Facebook Page <br />Set up a Facebook fan Page (if relevant)<br />Link up Twitter & Blog<br />Set up event on page <br />Post photos to Fan page and get people to tag themselves<br />Build buzz & interest<br />
  103. 103. Top Tip #4: LinkedIn<br />Get involved in groups where your audience are<br />Integrate Twitter into your profile<br />Integrate Blog into personal & company profile<br />Set up as event on LinkedIn<br />Think about setting up group specifically for event to enable people to network<br />
  104. 104. Top Tip #5:Optimise for Social Sharing<br />Ensure Hash Tag & Twitter / Facebook account on delegate packs<br />High speed WIFI accessible<br />Live stream event<br />Get people interacting using social media<br />Listen to your audience for feedback<br />
  105. 105. Thanks for your time<br />Any questions will be covered on the panel<br />Contact details:<br />Email: charlottebritton@makomarketing.co.uk<br />Twitter: @makomarketing / charlottebritto<br />
  106. 106.
  107. 107. Carlos Alba<br />Carlos Alba Media<br />
  108. 108. Social Media<br />Business or Pleasure<br />
  109. 109. "Editing a newspaper at the start of the 21st century is a tough job. The concept of mediating world events to a select group of readers has been blown apart inside a decade. Reporters, writers, editors and printers are wandering round like victims of a bomb blast, enveloped in a cloud of digital dust. The profession of journalism staggers about, choking for air. Nobody knows quite what is happening.”<br />Simon Jenkins<br />
  110. 110. The Players<br />Traditional media<br />Online platforms<br />Blogs<br />Smartphone apps<br />Social Media<br />
  111. 111. What social media?<br /><ul><li>Twitter
  112. 112. Facebook
  113. 113. LinkedIn
  114. 114. Referral Key
  115. 115. Delicious
  116. 116. Digg
  117. 117. Reddit
  118. 118. StumbleUpon</li></li></ul><li>The rules<br />Remember it’s a platform<br />If you’re going to use it, use it<br />Don’t use it as a spam dump<br />Don’t be a bore<br />You get out what you put in<br />
  119. 119. The benefits<br />Democracy<br />Convenience<br />Visibility<br />Debate<br />Economy<br />Networking<br />
  120. 120. The disadvantages<br />Democracy<br />Visibility<br />Debate<br />Economy<br />Time consuming<br />
  121. 121. Twitter<br />Set up a hashtag for your event<br />Link to www.eventbrite.com<br />Share relevant news<br />Reach out and engage <br />Create a dialogue <br />
  122. 122. Facebook<br />Provide a focus<br />Be visual<br />Create a community<br />Pose questions<br />
  123. 123. LinkedIn<br />Play around<br />Join groups<br />Be bold<br />Go to the top<br />
  124. 124.
  125. 125. voting<br />
  126. 126. The Case for a ScottishEvent Association<br />Calum McCallum<br />Merklands Events PR<br />
  127. 127.
  128. 128. Does the Scottish Events industryneed its own voice?<br />
  129. 129. Are we an Industry?<br />In 2010 tourism was an £11bn industry to Scotland<br />Business tourism, on track to be a £1bn industry<br />Event tourism is one of the fastest growing industries in the world <br />2010 Edinburgh Festivals = £261m tourism impact<br />2010 The Open Championship (2010) = £100m combined economic and media impact to Scotland<br />EventScotland since 2003 has invested over £275m<br />Source <br /><ul><li>VisitScotland Business Tourism Unit
  130. 130. EventScotland</li></li></ul><li>Are we an Industry?<br />Glasgow’s Convention & Marketing Bureau secured £131 million in conference sales in the financial year ending March 2010, which equated to 494,150 delegate days <br />Events supported – or managed by – GCMB in 2009/10 achieved an economic impact of £28.4 million for Glasgow. This represented an increase of £10 million over the previous year.<br />The city of Glasgow attracts 2.3 million visitors per annum who generate £600 million for the local economy<br />Source <br />- GCMBWebsite<br />
  131. 131. Future Challenges<br />Infrastructure<br />Changing markets / Competition<br />Geopolitics<br />Technology<br />Demographics<br />Consumer behaviour<br />Economics<br />Employment market<br />Source - The Economic Contribution of the Visitor Economy: <br />UK and the Nations – June 2010, Deloitte<br />
  132. 132. A Single Voice – Why?<br />Two Governments<br />The Independence question?<br />Local income tax<br />One voice<br />2014<br />Jobs<br />Can we afford not to?<br />
  133. 133. Does the Scottish Events industryneed its own voice?<br />
  134. 134. Calum McCallum<br />www.merklands.co.uk<br />
  135. 135.
  136. 136. voting<br />
  137. 137.
  138. 138. THANK YOU!Please join us for drinks.<br />

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