"All that Glitters is not Gold"

transcript

"ALL THAT GLITTERS IS NOT GOLD" - CONTEXT, BALANCE AND PERSPECTIVE AROUND SOCIAL MEDIA IN THE MEETINGS AND EVENTS INDUSTRY

Padraic GilliganVice President, Industry Relations

All that glisters is not gold;Often have you heard that told:Many a man his life hath soldBut my outside to behold:Gilded tombs do worms enfold.Had you been as wise as bold,Young in limbs, in judgement oldYour answer had not been inscroll'dFare you well, your suit is cold.

Introduction"All that glitters is not gold" - context, balance and perspective around Social Media in the Meetings and Events Industry

Repeatedly technology and, in particular, social media is mentioned in surveys of Meetings Industry personnel as the single most important development of recent times: a game changing, paradigm shift dividing our industry into two time zones - before social media and after social media. While there is some truth at this heart of this analysis there can also a temptation to then overlook and lose sight of the enduring reasons why our industry exists. Surely its foundation pivots around the value of Face to Face and live events and the maxim: "when people come together magic happens!” ?

Introduction• Who am I?• Digital and Social Media – some background• Digital and Social Media in The Meetings Industry • Digital and Social Media – the power and the pitfalls• Digital and Social Media – before, during and after the

Event• ICEM 2012 – a case study on the power of digital and

social media• Final Story – Bathrobes in San Antonio

@padraicinohttp://padraicino.com

Who do I work for?

Expert?

The Terminology

Digital & Social Media in The Meetings Industry

• ICT• Cisco• Oracle

• Pharma• Boehringer• Bayer• Pfizer

• Hospitality• Accor• Sonesta

Digital & Social Media in IT

Digital & Social Media in Pharma“Pharma is about a thousand years behind everything else you see in consumer (marketing). Pharma has made progress but it is being held back by its own nervousness. If there is a conservative interpretation of the rules, and a very conservative interpretation of the rules and then an insanely conservative interpretation of them – Pharma will go with the insanely conservative one”

Pharma Insider quoted in PMGroup 2012 Digital YearBook

Yet Pharma has embraced the digital revolution:• Kai Gait, Digital Marketing Director at GlaxoSmithKline• Francesco Raimo, Digital Director at Life Healthcare• John Pugh, Director of Digital at Boehringer

Example: Syrum by Boehringer

“ … For (John) Pugh, it’s clearly about learning – both for pharma and those playing the game. Indeed, part of the rationale for a beta launch

is to allow players to shape the direction of the game, as he admits “we don’t know where it’s going to go, that’s the exciting thing about it – it’s

a very unpharma approach, it’s a more Silicon Valley approach”.

Paul Tunnah, Pharma Phorum

Example: Diabetes Blog by Bayer UKI

“The annoying thing about the Bayer blog is that it’s really interesting … [but invisible] Dominic Tyler PME

Example: Pfizer’s Twitter campaign on Ageing

Example: ACCOR

• Focus on Brand Reputation and Customer Satisfaction• B2C • Partnered with Synthesio with

clear KPIs• Double digit growth in on-line sales

at Novotel brand

Example: Stone Korean Kitchen

• Importance of integrated approach • Twitter + Facebook + Linkedin + Yelp + Groupon

Example: Sonesta Hotels

Digital & Social Media – The Power and the Pitfalls

Digital & Social Media – Before /During /After an Event• Engagement BEFORE, DURING and AFTER• Extension of the life of the meeting BEYOND the F2F

event • From passing to permanent• Paradigm Shift / Game Changer• New focus on content

Social Media and Meetings/Events

Before …

During …

After …

Bathrobes in Texas

MPI CRV Linkedin Group

MPI Research on Hybrid …

THANK YOUKeep in Touch

@Padraicino

http://padraicino.com

Padraic.gilligan@mci-group.com

"All that Glitters is not Gold"

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