UFI Focus Meeting on Social Media - Paris 2010 - Stéphanie di Mattia & Caroline Faillet


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General Overview on Social Media

By: Caroline Faillet, Founder and Managing Director, BOLERO, Paris, France
and Stéphanie di Mattia, Counsultant, High Potential Ressources SAS

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UFI Focus Meeting on Social Media - Paris 2010 - Stéphanie di Mattia & Caroline Faillet

  1. 1. Social media <br />in the Exhibition Industry?<br />UFI Focus Meeting<br />April 30, 2010<br />Paris, France<br />Stéphanie di MATTIA<br />Consultant, HPR<br />Foresight & Strategic Marketing<br />Expertise in the Meeting Industry<br />Caroline FAILLET<br />Founder, BOLERO<br />Web Intelligence & Influence<br />
  2. 2. Why does the Exhibition Industry <br />have to organize its presence <br />in social media?<br />
  3. 3. <br />You need to be <br />where your e-reputation<br />is being built and can influence <br />the opinion of your targets<br />
  4. 4. With Social Media<br />& mobile devices<br />
  5. 5. Your exhibition & venue can be... <br />...evaluated in real time<br />Back from the Hi-Fi show <br />[…] What a sad, embarrassing event. It was like watching a slow rail crash - fascinating and horrifying at the same time. […] Why were there so few exhibitors? Perhaps its because there are so few visitors. Why are there so few visitors? Why didn't you go? Let me know! <br />http://russandrews.blogspot.com/2005/10/back-from-hi-fi-show.html<br />At11:37 AM, T.Grovessaid... The London Shoqis a nightmarebecause of location - beingnext to Heathrow isgreat for the International Dists/Manufacturers, but no good for payingcustomers.<br />Toofar fromnearesttube<br />Nightmareto park - ittakes about an hour to find a parking space<br />
  6. 6. ... compared to your competitors <br /> Visible to anyone e-connected <br />
  7. 7. This e-reputation influences the choices and <br />the decisions of your (prospective) customers <br />
  8. 8. An increasing influence of social media on purchase decisions<br />72 % of people trust the information forwarded by persons they know <br />Already 18 % of searches comes from social media and not anymore from search engines<br />(Source: Nielsen Oct 2009)<br />Consultation of official web sites has been decreasing from 18 months ↔ top-down information (Source: Alexia Internet)<br />
  9. 9. You can not take control <br />of what users are saying<br />Forget it<br />But you can manage it<br />
  10. 10. How ?<br />Official <br />web sites<br />ECONOMICAL WEB<br />By organizing your presence where conversations creating opinions on your exhibitions / venues happen = outside your official web sites, in social media<br />Social media <br />Blogs<br />Forums<br />Chatrooms<br />Social Networks<br />Virtual world, etc.<br />WEB 2.0<br />
  11. 11. <br />You want to be part of <br />the growing Digital Generations’universe to convince them to become your clients <br />
  12. 12. If you are not in conversation in social media<br /> You do not belong to their world = you do not exist <br />  They get suspicious about you<br /> They will consider your exhibition as dated<br /><ul><li> You give competitive edge...
  13. 13. to your competitors, if they are active and efficient in social media
  14. 14. to new actors who offers e-alternatives matching their uses and needs (↔ reintermediation)</li></li></ul><li>E-Market Place & <br />e-commerce<br />Social networks<br />Comparison sites<br />Virtual contents<br />Monitoring market & competitors<br />Competitors’<br />conversations<br />
  15. 15. If you want <br />to create close links with <br /> the Digital Generations <br /> to be part of their world<br />You have no choice but to immerse yourself in their culture, with their codes<br />
  16. 16. How ?<br />Official <br />web sites<br />ECONOMICAL WEB<br />Social media <br />Blogs<br />Forums<br />Chatrooms<br />Social Networks<br />Virtual world, etc.<br />By being in conversation with them where you have more chance to reach them = <br />in social media<br />WEB 2.0<br />
  17. 17. <br />You need to build <br />your own communities <br />for a continuous contact <br />with your targets<br />Exhibition<br />
  18. 18. Many brands and organisations <br />are already conscious of the stake <br />of building close relationships with their customers <br />They animate virtual communities and <br />create physical events to strengthen the relationship<br />
  19. 19. Your (prospective) customers <br />will be more and more in demand<br />So it becomes urgent for you <br /><ul><li> to organize a permanent link and conversation with them (between 2 sessions)</li></ul> to create and animate your own and specific communities<br />In order to...<br />
  20. 20. Risk management<br />Avoid loss<br />Anticipate crisis <br />New potential revenues<br />Ideas to develop value added services<br />Listen to your specific communities <br />& Understand their expectations <br />and search route<br />Continuous improvement of your online & offline offers and communication<br />Positive <br />e-reputation<br />Increase marketing efficiency<br />Capitalization of the collected<br />metadata<br />Growth <br />of qualified visitors<br />Growth <br />of exhibitors satisfaction<br />“Ambassadors”<br />Optimization of marketing and communication expenses<br />
  21. 21. The more you wait, <br /> the longer it will take<br /><ul><li> the more it will cost</li></ul>to get good results in social media<br />
  22. 22. « Within a few years, a companythatdoesn’t engage in this sort of activitywill look dated »<br />« You mightthinkthisconnection to the marketwouldresult in an unhealthy focus on the short term. But based on whatwe’veseen […] wethinkthis future willinsteadfoster a culture of responsivenessthat’sneeded to create effective long termstrategies. »<br />« Companies need connections to their markets to create long-term loyalty » and they « won’t be able to build it in a week or a month once they realize they need it ».<br />
  23. 23. Now we suppose <br />you are conscious of <br />the stakes for your exhibitions<br />to organize their presence <br />in social media<br />
  24. 24. The new question becomes: <br />How doing it efficiently? <br />
  25. 25. Creating a blog? <br />
  26. 26. … a wiki page? <br />
  27. 27. Publishing contents on Slideshare, Flickr…?<br />
  28. 28. Creating an official Web TV on You Tube?<br />
  29. 29. Animating a group or a page on Facebook?<br />
  30. 30. Developpingfollowers on Twitter?<br />
  31. 31. Contacting web influencers?<br />
  32. 32. Introducing your event to professional groups <br />of the sector?<br />
  33. 33. You will have to make choices…<br />
  34. 34. … based on the most popular social media?<br />
  35. 35. … based on the power of influence?<br />Twitter : 60% of notoriety but 5% of users <br />and 40% of conversations with no interest <br />Facebook : 300 million users but 70% look atphotographs<br />Forums : 22% of users, <br />10% of contributors<br /> SOCIAL <br />NETWORKS<br />Blogs : 133 million, <br />but what is their audience?<br />FORUMS<br />BLOGS<br />TWITTER<br />
  36. 36. … based on marketing objectives?<br />Guiding decisions<br />Vote Comments<br />Forums<br />PR towardsinfluencers<br />RSS and Twitter<br />Youtube, Flick’R<br />Informing<br />Working your image<br />Blog<br />Facebook<br />Social<br />Networks<br />Building close links with (prospective) customers<br />
  37. 37. Certainly NOT<br />This is still your own way <br />of seeing things <br />Always a top-down communication approach<br />
  38. 38. If you do not want your actions<br />in social media to be… <br />… counterproductive<br />A bad community <br />management can create <br />major crisis and damages<br />in terms of image and <br />customers relationships <br />
  39. 39. … a total failure<br />No fans on your Facebook page<br /> No follower on Twitter…<br />
  40. 40. Only a one shot communication<br /> No strategic reflexion No capitalization <br />
  41. 41. You first need to understand …<br />Whoistalking in yoursector?<br />Where?<br />On which subjects?<br />What is the profil of <br />the audience?<br />What is his power of influence? <br />What is the risk of propagation? <br />Who are the influencers? <br />on which subjects?<br />Who is looking <br />for what? <br />Why?<br />
  42. 42. Subjects<br />Communities<br />Location <br />A necessarydiagnosis<br />Opinions<br />Tones used<br />Route of influence<br />
  43. 43. When you understand <br />how your targets are thinking, <br />you understand their search route<br />
  44. 44. What is the search route of your e-visitors?<br />Google<br />Specialised web site<br />Youtube<br />collaborative web site<br />In network with the professional of the sector<br />
  45. 45. Deployyourpresence online according to the search route<br />of your e-visitors<br />
  46. 46. Target your actions according to yourpriorities<br />Take place and settle in early in the information chain.<br />Competespecialized web sites with a high performance in SearchEngineOptimization<br />Google<br />Specialised web site<br />Present and explain the value of yourevent to influencers<br />Take the opportunity to create contents on Youtubebased on yourexhibitorsoffers, workshops…<br />Youtube<br />Add value to the existingnetwork by collaborative animation of yourevent<br />collaborative web site<br />In network with the professional of the sector<br />Join the network !<br />
  47. 47. Whatisyourpresence online going to be?<br />Herea tacticalwebsite<br />Google<br />Here <br />e-Public relations<br />Specialised web site<br />Here publishing content<br />Youtube<br />Here publishing content<br />collaborative web site<br />Here an official website<br />In network with the professional of the sector<br />
  48. 48. What you look for<br /> is not to be <br />the one who speaks louder<br />
  49. 49. … nor the most visible one <br />
  50. 50. But to be the most influencial<br />
  51. 51. To optimize your chance of success...<br />
  52. 52. You need to integrate web uses <br />Into your organization<br />Access to social media<br />Development of collaborators skills <br />Creation of new functions, web expertise <br />Efficiency<br />Reactivity<br />Simplified procedures<br />Pragmatism<br />Learning organization <br />as they spread fast in the physical world <br />
  53. 53. You need to integrate the web culture<br />Into your behaviour<br />Humility<br />Lateral communication<br />Coherence between online & offline, communication & actions<br />Transparency, explanation, proof<br />Long term commitments with your communities<br />“It takes 20 years to build-up a reputation, <br /> 5 minutes to destroy it ” (Warren Buffett)<br />Or you may be counterproductive <br />in social media<br />
  54. 54. Caroline FAILLET<br />Founder, BOLERO<br />Web Intelligence & Influence<br />cfaillet@bolero.fr<br />+33 611 59 25 79<br />Listen to the web communities to understand themUnderstand them to deploy the best targetted actionsDeploy the best targetted actions to be the most influencialAnd make sure you integrate web uses and web culture into your organization<br />Stéphanie di MATTIA<br />Consultant, HPR<br />Foresight & Strategic Marketing<br />Expertise in the Exhibition Industry<br />sdimattia888@gmail.com<br />+33 612 399 679<br />