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The changing face of Event Marketing
Sean Williams November 2, 2011
Flow for the hour
• Introduction
• The Canadian Digital Landscape
• Some interesting examples
• Going forward
Who is this guy?
• I’ve been in marketing for almost 20 years
• Done the ‘big’ agency thing (i.e. Leo Burnett, Dentsu, etc.) and worked for companies in marketing/sales roles (i.e. Nikon and Molson)
• Set up ‘marketing consultancy’ business in 2007
• Clients in retail, tourism, automotive, higher education, telecommunications, and of course, events
• Offers strategic counsel, as well as a variety marketing and communication services
• Holistic approach with endless resources
What I’m hoping to achieve this afternoon
1. Put forward some relevant information regarding the ‘digital landscape’ in Canada
2. Highlight some ‘industry’ references
3. Offer some advice and suggestions moving forward
Claim
I’m happy to report that this is a compilation of ‘Canadian’ specific data from a variety of sources. This compilation of data means the information may not always correlate.
Also, additional sources of ‘proprietary’ or custom data should be sought to confirm numbers given here before using them for business planning purposes.
The digital world
http://www.youtube.com/user/Socialnomics09#p/u/5/x0EnhXn5boM
What’s happening in Canada
We’re a pretty active bunch... online
We are social beings
Usage just keeps going up
How things look based on age
Where we converse, share, and view
We LOVE facebook
Over 16.5 million
Canadians are on
2011 Checkfacebook.com
It’s our top online destination
It’s not just for young people
Every month, 71% of Canadian
Internet users visit
Canadians like video too
2011 comScore
We consume a lot
Monthly activity with video
We tweet...
2010 website-monitoring.com
...but it’s not for everyone
2011 Little Fish, Big Pond Blog
Social networks are key news sources
Apr. 2011 CMRC
It’s also where we engage and ‘like’
48% of Canadians with social networking profiles ‘like’ or ‘follow’
at least one brand or company
Of this group, they follow an avg. of 6.7 brands
2011 Ipsos Reid
We also like our ‘smart’ phones
2011 Quorus Consulting
Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,003
What do we use them for
2011 Quorus Consulting
Q9. Which of the following activities do you do on your cell phone? (Prompted questions)
We still enjoy ‘traditional’ media
‘Locally’, we’re engaged by TV and the internet
Television Radio Newspaper Magazines Internet Out of home
61.3
6.8 7.1 8.3 11.4
1.7
Q: Which ONE of the following media carries advertising that you believe to be the most engaging?
Source: BBM Analytics OmniVU May 2011 – Atlantic Canadians 18+
What does this all mean
• People are connected most of the time
• Social networks are here to stay
– They’re more than just ‘social’ networks
– If you can get them to ‘like’ you, you’re in
• It’s not just facebook
• Video, video, video
• Mobile devices are ‘smarter’ and aren’t
just for talking
• Traditional media is still relevant
Industry examples
Juno Awards
Juno Awards
• One of Canada’s top events
• In all key social media channels with an ongoing presence
• Is for everyone and embraces everyone – Has a lot of facebook posts and retweets
• Wasn’t too active on facebook or twitter during 2011 event
• Site doesn’t feature social media buttons (under ‘Media’)
Bust a Move
http://www.youtube.com/user/bustamovehfx#p/u/36/AQg98H-VwBs
Bust a Move
• A relatively new event to the Halifax market
• Arranged a unique ‘launch’ event that went viral – Over 28,000 views of one video
• Used social media to generate PR and ‘word of mouth’
• Event continues to evolve and uses a variety of social media tools
• Halifax website could be more engaging
Halifax Pop Explosion
Halifax Pop Explosion
• Looking to elevate their presence in the market
• Active and integrated across all digital channels (i.e. social media)
• Reported ‘real-time’ during event
• Garnered a lot of ‘talk’ and saw a high level of interaction – Posted a follow-up survey
• Achieved great results this year – best so far
Going forward
Why should you use social media
• An effective tool to add to your marketing mix
– it’s one of many pieces
• Tools are free – the thinking and resources
cost money
• Get a read on people – pre, during and after
event
• Gage your success and/or reputation
• Support stakeholder involvement and
sponsorship activation
• Connects to those that want or plan to attend
How to use social media
• Chose the right channels (don’t tweet for the sake of tweeting)
• Include some sort of promotional twist • Sign-up or register ‘socially’ • Report ‘real-time’ • Engage those not in attendance • Keep going... after the event • Ask for input
Now what?
Talk to your ‘customers’ – find out how best to engage them
Map out a plan – strategy, goals, content, tools, resources,
tracking, KPIs, etc.
Don’t disregard the past – there are tools you’ve used in the
past that have worked
Start slow – don’t overwhelm yourself with social media ‘toys
and tricks’
Listen, engage and act – the worst thing you can do is
nothing
Revisit and adjust – if it’s not working, change it
Thank you [email protected] facebook.com/swmgroup @swmgroup linkedin.com/in/seanwillliams Google+ (Sean Williams) seanwilliamsmarketinggroup.tumblr.com