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EVENT ORGANIZER EXPERIENCE FROM A CORPORATE

POINT OF VIEW

UFI- ICT FOCUS MEETINGSOCIAL MEDIA IN THE EXHIBITION INDUSTRY

Paris, Abril 29-30 2010

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TO BE OR

NOT TO BE

IN SOCIAL MEDIA

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Trends can kill us all

Technology and common sense will let us survive

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1. I assume everyone here has a corporate web.

Who has introduced web 2.0 tools?

Do we know what web 2.0 is?

Who has incorporated social media to their webs?

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Allow me to tell you a story

One year and a half ago (almost two)

two thirds of our show managers wanted to be

cool and have web 2.0. oriented shows.

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We played a game

1. What do you mean by this? We asked.

“I want the cool tools”.

2. What does that mean?

“I want to have what everyone has.”

3.- What does Everyone have?.

“Blogs”, chats, wikis, all of that.

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•One year ago: “The question was different.

•I want my show to be present in social media.

•We asked what do you mean by that ?:

•I want everything : I want to be in Twitter, I want to be in Linkedin, I want to be in Facebook, I want it “all”.

•Do you want blogs? . Not really, just communities!!

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CORPORATE ANALYSISFrom a corporate perspective, to be able to surf the wave and decide what strategy we needed to follow, we analysed a few things:

1.- What the clients needed and wanted.

2.- What was really necessary (prioritize)

3.- How much everything cost and where the money

was going to come from to afford these changes.

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EVOLUTION TOWARDS WEB 2.0

Web 1.0

- Connects information : Provides information via links

to web pages.

- Transformed the way in which we access information.

• Web 1.5 : Connects applications.

- Service oriented architecture

- Transformed the way we use and develop

applications.

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• Web 2.0 : Connect users.

- Easy way of sharing information in the internet,

through “social software”.

- Changes the way in which we share information and

work together.

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Web 2.0

“Communities and services based on the web, to facilitate the creativity, collaboration and exchange and sharing of information between users”.

Source : Andrew McAfee/org/blog-/

From Web 2.0 to Enterprise 2.0

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Enterprise 2.0

Emerging Platform of social software.

• In company.

•Companies with clients and suppliers.

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Guru Dim Hindchcliffe Definition

1.- E 2.0.- It’s going to happen, whether we like it or not.

2.- E. 2.0.- It’s more than wikis and blogs.

3.- E. 2.0.- It’s more a way of thinking than a technology (technology

nowadays more than ever is a commodity).

4.- Employees have to be trained in techniques and best practices.

5.- Benefit could be enormous but it has to be built on solid grounds

6.- Traditional information systems should not be

abandoned.

7.- You company is going to change – Be ready.

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Enterprise 2.0 implies a transformationInnovation sources organizations Individuals, communities

Interactions Structured Ad-hoc – Not defined

Comunications From top to bottom Two ways – Interactive

Knowledge Controlled –Rigid Open- Participative

Applications Created by IT Created by users and IT

Collaborations E-mail, Meetings Social Webs

wikis – RSS

e mails , meetings

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Social technographics leadersSource : Forrester (2008)

- Creators

Publish blogs, web pages, load videos, download music and write articles. EU: 10%.

-Critics

Value comments, products, services.

Comment other people’s blogs, participate in chats edit wikis. EU: 20%.

Collectors:

Receive RSS, tag contents, vote on online sites. EU: 10%

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Joiners

Own a profile on social media. EU. 12,5%

Spectators:

Read blogs , wikis, watch videos. EU: 37%

Inactives:

Do nothing of the above. EU: 53%

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From Web 2.0 to Enterprise 2.0

Technology Consumer (Web 2.0) Enterprise

Blogs Sharing opinions, reviewing products

Thought Leadership, Product Evangelism

Social Networks Meeting friends & acquaintances

Connecting with Subject Matter Experts, content, and processes

Mashups Maps Integration of data from multiple applications

Search/Tagging Page Ranking- relevant content

Activity Ranking- relevant business information

Wiki Sharing knowledge Project information Sharing & managing deliverables

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IFEMA’S EXPERIENCE

-Internal :

In order to train an educate our people in the use of these tools we developed an intranet with Web 2.0 technology.

We used Oracle UCM Technology, which we also used for our web site. Therefore the data introduced in the intranet is good for the internet as well, saving us a lot of time and effort.

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SOCIAL MEDIA STRATEGYHOW DO WE START

It is important to distinguish between:

-Personal Accounts

-Groups

-Pages

From a personal account in Facebook, pages and groups could be created.

IFEMA created a personal account with a general profile of the company.

From that account we have opened a page from which administer the different corporate pages for all our shows.

IFEMA is the administrator of all the information.

The administrator is called a “Community Manager” and is a member of the Communication Area.

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The community manager can :

-Publish news

-Create a link with IFEMA’S page

-Link the page to a blog

-Promote the page with advertising (A campaign in Facebook costs aproximately 300,00 euros)

-Initiate discussions

-Create events and send invitations

-Send information to fans

-Analyse statistics

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DEFINITION OF COMMUNITY MANAGER (new role)

1.- A community manager should provide personality to the brand by interacting with the community as a person, not as a generic user. People should be able to trust and respect the community manager. The people in the community need to know that the community manager really cares about them and their needs and concerns.

2.- A community manager should help translate the user’s comments to internal improvements and should also translate internal communications back out to the community.

3.- A community manager needs to advocate the community to the company and advocate the company to the community.

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OUR PRESENCE TODAY IN SOCIAL SITESWe have created in Facebook a corporate profile for IFEMA- Feria de Madrid.It is connected to the pages/profiles created by IFEMA for the following exhibitions:

• ALMONEDA• ARCOMADRID • AULA • CIBELES• FERIARTE• FITUR• MADRID NOVIAS• MODACALZADO + IBERPIEL• PIEDRA• SALON OUTLET RESIDENCIAL • SALON INTERNACIONAL DEL AUTOMOVIL ECOLOGICO• SIMO NETWORK• SIMM• VETECO

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Some “smart” outside people also created two profiles in Facebook of two well-known shows: SIMO and ARCO

We have also created communities in Linkedin for SIMO NETWORK (92 registered) and FITUR. Basically, it is used by a very professional crowd.

We also have presence in You Tube for : - SIMO NETWORK (113 video reproductions)- VETECO- CIBELES

We use a Twitter channel to send short messages, connected also with Facebook and Linkedin.

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SIMO-NETWORK

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AULA

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VETECO

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CIBELES MADRID FASHION WEEK

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ARCO

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ARCO (2010)

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MODACALZADO- IBERPIEL

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MADRID NOVIAS

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IFEMA

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CONCLUSIONS-Social Media is no expensive from an IT point of view.

-The expense comes from the administration of the different sites.

-A community manager (external or internal)is generally required.

-Not all the shows need the same strategy.Each one is different.

-We cannot control what is published in social media. We have to be able to live with it !!

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Thank you very much for your attention!

www.ifema.es