Presentation at PPA Connect 2017

1. Luke Bilton, Director - Digital & Content, UBM EMEA

2. The FIREX community reacts to the Grenfell Tower disaster

4. 800% increase in blog
posts published by brands
-89% drop
in social shares per post
2016
Consumption
Production
Source: TrackMaven

5. Good content marketing is publishing with event KPIs

6. 1% searches come to us
30,354 sessions per month
7,284 per year
10% of new data come to the show
728 new visitors
5% searches come to us
151,770 sessions per month
36,000 per year
10% come to the show
5,000 new visitors
3,035,400 industry-related searches per month
*Based on value of £259 per visitor
£188,552
value of new visitors*
£1,295,000
value of new visitors*
Modelling the impact of publishing -> events
2% conversion rate of traffic to data

7. 1. Understand their challenges

8. 2. Create with the community

9. 3. Authentic tone of voice

10. 0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
+65% unique users
+31% page views
+87% unique users
+70% page views
4. Buy or build visitor audience with smart publishing
1
2
3

11. 5. Fish where the fish are

12. Master Mind
Podcast
Live audience feedback
6. Find interesting ways to solve their problems
30 second pitches
121 Meetings
Catwalk

13. 7. Champion the industry

14. 8. Delight the audience

15. Voting
9. Develop content campaigns for each topic/persona
Co-creation and lead generation
Digital content Live experience
MOST
INFLUENTIAL
DRONE
SECURITY

16. 62%
Predicted increase in
online engagement in
Asia with regional
content
85%
Actual increase in CTR
from Asia-specific
email newsletter pilot
95%
Visitors to live theatre
content sessions are
from the relevant
region
10. Optimise the distribution

17. 10 principles for building communities around live events
1. Understand customer challenges
2. Create with the community
3. Authentic tone of voice
4. Buy or build visitor audience with publishing
5. Fish where the fish are
6. Find interesting ways to solve their problems
7. Champion the industry
8. Delight the audience
9. Develop content campaigns for each persona
10. Optimise the distribution

18. “Experience is the thing”
JANE RISBY-ROSE, GLOBAL EVP EVENTS, UBM