The document discusses how social media and technology have impacted the MICE industry in the Middle East. It notes that customers and clients are increasingly connected through new communication channels and have changed expectations around individualization. Businesses have also lost some control over their brands as what people say about brands online becomes more influential. The document outlines trends in social media and mobile technology use in the MICE industry and region, noting that tracking online engagement is not enough--businesses must take action and adapt organizational cultures to be more collaborative and responsive in order to leverage social media opportunities.

1. The Impact of Social Media and
Technology on the MICE Industry in the
Middle East
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2. Slide  2
MICE in MENA – 2013. All change please…
• Customers & clients: Increasingly
connected
• New communication & marketing
channels: Faster, more diverse
• Changed expectations of venues:
Increasing individualization &
customization
• Data deluge: Access to more
(customer) data than ever before, but
less seems to be done with it
• Electronic Word of Mouth

3. Slide  3
The Changing Consumer
The Passive Consumer The Active Consumer
Before After
Passive
Consumption
One-way
Communication
One thing
at a time
Sharing,
Interacting
Multi-way
Communication
Everything
at the same time

4. Slide  4
The Changing Business
Brands / Companies are…
What they say they are
Brands / Companies are…
What people say they are
Before After
The BIG IDEA
= Success
Full
Control
One size fits all
Evolving Lost Control
Tailor-made

5. Slide  5
The Digital Multiplier Effect
Yesterday
Today
Brand
X
Brand
X

6. Slide  6
Social & Digital in the MENA region

7. Slide  7
Social & Digital in the MENA region

8. Slide  8
Social & Digital in the MENA region
Source: Discover Digital Arabica

9. Slide  9
Social & Digital in the MENA region
Source: Discover Digital Arabica

10. Slide  10
“Social” and “Tech-Savvy” Clients
The behavior of today’s tech-based travelers,
meeting organizers, & clients…
Are you losing influence with today’s social consumers? Many of them
are so plugged into networks of friends and peers that your brand can
get completely cut out of purchase decisions.

11. Slide  11
“Social” and “Tech-Savvy” Clients
The Break-Up: http://youtu.be/D3qltEtl7H8

12. Slide  12
Quality Scale of Engagement
Like
Comment
Spread
Goal
User likes or follows
User comments on content
User retweets, reposts, forwards
Goal Achieved: purchase,
registration, subscription

13. Slide  13
The New Business Reality & Organizational Culture –
Some thoughts…
• Tracking alone is not enough. Action must be taken!
• Often, the problem lies in stretched resources - without
adding “being social” to everyday activities.
• Success requires cross-functional feedback loops & teams:
From silos, lack of communication,
multiple handoffs…
Cross-functional roles, high
collaboration, results oriented…

14. Slide  14
B2C

15. Slide  15
B2B

16. Slide  16
Keytrends: MICE & Mobile

17. Slide  17
Keytrends: MICE & Mobile

18. Slide  18
Keytrends: Visual Content
http://production.promediaadvt.com/mediaonevt/

19. Slide  19
Don’t Forget…

20. Slide  20
Questions?

21. Slide  21
Please connect!
LinkedIn: http://www.linkedin.com/company/iconsulthotels-fze
Twitter: @iconsulthotels
Facebook: https://www.facebook.com/iconsulthotels