More and more companies start to realize that the philosophy and technologies of social media can improve not only external communication or recruitment. Applied cleverly, social media can take your internal communication, sharing of ideas, collaboration and know-how management to the next level.
The usage of mobile apps for social media and messaging services like What’s App? has tripled last year! Continue reading Social and messaging app use triples – what about event apps?
Just came across this infograpics about the recent growth in social network usage, updated by the Search Engine Journal.
Interestingly, Twitter is currently the fastest growing network. While I am a big fan of this network service, particularly when it comes to
- real-time coverage of events and
- getting a quick overview of a certain topic,
it kind of surprises me, too. Of all the networks, Twitter is definitely the one which is most complicated to infrequent users. However, they changed the interface and the look-and-feel quite a bit in recent months, with the aim to make it more user-friendly. It seems this has worked out.
Since a couple of years, amiando (a subsidiary of XING, the social business network for German-speaking countries), anually publishes a report about the usage and trends regarding social media cultivation for events.
It is always an interesting read for event marketeers, because it allows benchmarking with other organizers. The report also gives some useful tips on how to improve your social strategy before, during and after an event, providing specific recommendations for each of the most relevant networks.
Here are some of the key findings this year:
- ¾ of event organisers consider social media a very important marketing instrument
- The major interest still lies in Facebook, Google+ and Twitter
- Four out of five event organisers are planning to increase their activities in the future.
- Only 20% make use of monitoring tools.
Especially the last finding is a disturbing one, because how do you know if the time and money spent on social networks is worth while when you don’t monitor?
In our company, our Digital Media Manager provides monthly reports to each project manager, giving insights into
- Twitter: How did the number of followers develop? Which influencers have mentioned us? What’s the percentage of fake accounts among our followers?
- Facebook: How did likes and unlikes develop? What were the best performing posts?
- LinkedIn / XING: How did the number of members in our groups develop? How does the activity index per group develop (number of interactions divided by number of group members)?
- General: How did our Klout score develop?
Of course, there is a lot more that can be done, but for an organizer like us, it is a question of how to define a routine and minimize the cost of monitoring.
People are used to rich media content these days. And they expect a decent quality. The beauty of Instagram video is that it delivers quite high quality rich media content, without having to book a video team.
When it comes to trade shows, it does not replace the “good old” review video, produced by professionals. However, Vine and Instagram add authenticity to the mix. There is a great shift towards brief rich media content. No one wants to see 3-4 minute videos any more. The hype around Vine and Instagram is fueling that trend. As a planner, we need to take that into account when creating our social content strategy.
Just yesterday, Instagram introduced a new feature for the video part of the app. With the new release, you can import video from your phone’s camera and apply the video filters to it. This is interesting when you use an external professional camera for video capturing, like a DSLR.
One more reason for me to prefer Instagram over Vine – What is your opinion?
It is one of those crazy success stories: Born in June 2012, acquired by Twitter in October 2012, and now it is April 2013 and the hype around Vine peaks!
What is this all about?
Vine is a smartphone app that allows the users to edit, publish and embed short 6-sec videos on various social platforms. Doesn’t sound spectacular, does it?
Still, there were many attempts so far to bring social video to a next level, most of which have failed. With Vine, it could be different, as the early indicators show. In February, Vine went up to # 97 in the AppRank, while other services like Socialcam went down. Click on the image below to get more stats from Onavo.com.
As the BBC put it, “What would be agonisingly boring for three minutes, or even 30 seconds, on YouTube is an entirely different proposition at six seconds.” The strong backing from the mother Twitter will push the service quite significantly.
And of course the first events are quickly jumping on the opportunity to test what Vine can do to create a buzz around the show!
No big surprise that SXSW is once again among the first to tap into the potential. Here’s some interesting Vines from SXSW visitors that have been featured on Mashable, like the one with Danny Boyle and the Grumpy Cat!
— Jeff Lind (@jefflind) 9. März 2013
So, what’s in it for events and conferences?
Provided you have a social media savvy and enthusiastic audience (well, who wouldn’t these days? ;-) ), here’s some tips on what Vine could do for you.
1. Viral marketing
Due to the viral nature of Vines, brands and marketing agencies around the world are busily creating 6 sec videos. Here’s the chance to create an elevator pitch for your show with the potential to be widely shared.
— United Nations (@UN) 28. März 2013
2. Present your team It adds a personal touch to present your team members and contacts on the web. Why not do it with a 6 sec vid rather than a static pic?
3. Engage your audience Encourage your participants to create Vines during the event using the event hashtag, and then share them on a screen in the lobby or another suitable place on the showfloor. Like this:
4. Prepare your attendees
Here’s how the George Washington University educated the attendees at the Spring Career Fair about how to best prepare for the show:
— GW Career Center (@gwcareercenter) 19. Februar 2013
5. Pre-trade show marketing: Product previews in 6 seconds
Ask your exhibitors to share Vines about upcoming products. They’ll not be revealing too much, but they can generate interest in what is there to see at the show!
I am sure there is no limit to creative usage. Have you experimented with Vine already? Have you come across nice stuff produced around events? Feel free to share it here!
I am a strong believer in the power of social media for events. No big surprise, I guess…
From the social media seminars that I’ve been holding so far – mostly for small and medium-sized enterprises – it became obvious that a lot of companies are struggling still to implement social media strategies in the areas of sales and business development.
However, apart from events. there is no doubt that with recruiting and employer branding, social media is playing a major role.
In my assignment with spring Messe Management, my team and I are in charge of staging recruiting events embedded in trade shows – because that is where you will best find skilled workers as potential employees! The first two events are planned in parallel to CeBIT 2014 and Hannover Messe 2014. If you want to find out more, please follow
- Twitter: @JobCareerMessen (English and German tweets)
- Facebook Job and Career Messen (in German only)
- Web: www.jobandcareer.de
As a by-product, I’ll start sharing nuggets here on my blog about social recruiting and employer branding.
I do believe that for event organizers, there is a great potential in social recruiting, especially if you are looking for savvy co-workers that know how to excel in cultivating social platforms for events, trade shows and congresses.
To start with, let me share with you this nice overview of Social Recruiting Trends, compiled and researched by @sydneyeve with Queen’s University in Canada.
Those of you who are interested in further exploring the topic, let me draw your attention to the upcoming Human Resource Management shows we are organizing – Employer branding, e-Recruiting and social media are high on the agenda at these shows.
- Personal Süd in Stuttgart
- Personal Moscow, Russia
- Personal Nord in Hamburg
- Zukunft Personal in Cologne
- Personal Hungary in Budapest
- Personal Austria in Vienna
- job and career at CeBIT 2014
- job and career at HANNOVER MESSE 2014