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UFI Open Seminar in Europe 2010 - Budapest - Jorg Beyer

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Social Media
by: Jorg Beier, Cooperative State University - Ravensburg, Germany

Published in: Business
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UFI Open Seminar in Europe 2010 - Budapest - Jorg Beyer

  1. 1. Social Media Prof. Dr. J. Beier Open Seminar, Budapest 2010 07.07.2010
  2. 2. Social media and its influence on our industry • Introduction • The potential of social media • Integrated marketing and social media • How to work with social media Source: The following presentation is based on a survey made by VOK DAMS Consulting, Event und Web X.0, 10th June 2010. Questionnaire was responded by 1053 marketing managers; 73 experts were additionally interviewed. 07.07.2010 2
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  4. 4. Change in size and mix of B2B Media revenues • Forecasted growth of B2B media revenues • Rapid growth of marketing spending in B2B online but… • …the exhibition industry maintains its position at the expense of other traditional media 2009 2013 $24.2 billion $26.0 billion 15% 23% 5% 44% 6% 44% 36% 27% Source: JEGI; VSS Communication Industry Forecast 2009 – 2013; August 2009 07.07.2010 4
  5. 5. Please rate the influence of social media on your Communication–Mix today (1) No Influence (2) Weak Influence (3) Moderate influence (4) Strong influence (5) Very strong influence 07.07.2010 5
  6. 6. Evaluation of the influence of Social Media on the Communication-Mix Very strong influence Strong influence Moderate influence B2C B2B Weak influence No influence 0% 5% 10% 15% 20% 25% 30% 35% 07.07.2010 6
  7. 7. Please rate the potential of Mobile Internet (via Smartphone) for improving the communication in the industry by 2015 (1) No Potential (2) Weak Potential (3) Moderate Potential (4) Strong Potential (5) Very Strong Potential 07.07.2010 7
  8. 8. Potential of Mobile Internet Very strong potential Strong potential Moderate potential B2C B2B Weak potential No potential 0% 10% 20% 30% 40% 50% 60% 70% 07.07.2010 8
  9. 9. Please choose which of the following options regarding Integrated Marketing has the highest potential for your organization: (1) Print + Social Media (2) Mobile Marketing + Social Media (3) Online Marketing + Social Media (4) Radio + Social Media (5) TV + Social Media (6) Events + Social Media 07.07.2010 9
  10. 10. Potential for Integration with Social Media 07.07.2010 10
  11. 11. Why a combination of events with Social Media? (1) High involvement of customers and guests coming to the event (2) Design of the content by the user (3) Social Media can be used for documentation of events (4) Excellent tool for inviting people (5) Multiplying potential of World-of-Mouth enhances the success of the event 07.07.2010 11
  12. 12. What is your motivation for participating in Social Media? B2B B2C (1) Integrated (1) Integrated Communication Communication (2) Being close to the (2) Being up-to-date with customer brands and products (3) Effective sales (3) Word-of-Mouth (4) Being up-to-date with (4) Being close to the brands and products customer (5) Feedback about (5) ROI customer satisfaction 07.07.2010 12
  13. 13. Drivers for the successful use of Social Media 1. Synergetic effects of using integrated communication 2. Catalyst for viral communication 3. Useful seeding for dissemination of information 4. Meaningful and relevant information 5. Opportunity of designing “user generated content” 07.07.2010 13
  14. 14. Please predict, at the latest, when exhibition organizers should use social media for customer communication? (1) Already today (2) 2011-2012 (3) 2013-2014 (4) 2015 or a later (5) not at all (6) don`t know 07.07.2010 14
  15. 15. Rules for communication • Listen Find out where your target group is located on the internet; what type of social media is being used. • Try social media yourself Hint: If you are invited to a party and you try to sell products you will never be invited again! • Make Social Media part of your integrated communication Tweets, announcements and even information of low interest should be distributed using all media channels 07.07.2010 15
  16. 16. Working with social media • Stage 1 Activate your target group • Stage 2 Be involved before, during and after the event. • Stage 3 Follow-up is necessary Documentation and diffusion of the information collected 07.07.2010 16
  17. 17. • Thank you very much for your attention. • Any questions? 07.07.2010 17

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