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Summary
Summary................................................................................................................................... 2
Social Demographics........................................................................................................... 2
Analysis.................................................................................................................................... 3
Summary
How important are social networks as marketing instruments for you as an event organiser?......... 3
Which social media platforms would you like to know more about?........................................... 5 The number of users in the various social media problems have emerged. A comparison with the re-
channels such as Facebook, Twitter and YouTube sults from last years reports is especially interes-
Are you planning on changing your social media activities in the future?..................................... 6 has grown by about 20% over the past year. ting, as it highlights several key shifts.
Google+, for instance, has 500 million users and
How much content do you publish weekly in social media channels?.......................................... 7
Facebook even has 1.1 billion. This report will also provide you with numerous
What are your social media goals?........................................................................................ 8 useful tips on how you can apply social media even
Nowadays social media and the event industry more effectively to marketing your events
In which categories were improvements observed?.................................................................. 9
are inseparable: A prime example for this is this
What are the reasons that prevent you from using the potential of social media?........................10 years UEFA Champions-League-Final between
FC Bayern Mnchen and Borussia Dortmund during Social Demographics
Do you make use of monitoring tools, in order to study social media channels and which over 4.8 million tweets were sent.
analyse the success of your activities?.................................................................................. 11 Around 1500 event organisers were interviewed in
Social media has a huge potential for marketing an online survey. 57% of the interviewees were
Which monitoring instruments do you use to monitor your social media activities?......................12 events and it is no longer possible to imagine male and the majority was aged between 30
event marketing without it. People are increasingly and 50. 55% were from Germany, Austria and
The most important findings.......................................................................................................13
using the internet to read up about events, buying Switzerland, 38% from the rest of Europe and
How to: Social media tips for the event industry...........................................................................14 tickets on social networks and networking on social 7% from North and South America. 22% of those
media platforms at events. Never has it been easier interviewed are mainly involved in organising
Checklist of the usage of social media instruments.........................................................................16
to build direct customer relations and accurately conferences and congresses, 24% organise seminars
Network specific tips.................................................................................................................17 approach target groups. Social media marketing and training courses, 11% corporate events, 6%
prior to, during and after your event is essential. trade shows, 9% stated that their main focus is
Facebook.................................................................................................................17 concerts, festivals and nightlife events, and the
Twitter.....................................................................................................................19 remaining 24% are spread out across networking
events, private events and other events.
XING.......................................................................................................................21 But exactly how important are
Pinterest................................................................................................................. 22 these networks for the event
Foursquare.............................................................................................................. 24 industry?
YouTube................................................................................................................. 25 Which networks are used? And what are the ob-
Google+.................................................................................................................. 26 jectives for event organizers in using them? XING
EVENTS, Europes leading tool for online event re-
Last but not least..................................................................................................................... 28 gistration and ticketing, once again this year took
on the challenge of determining how event orga-
The Authors............................................................................................................................. 29
nizers use social media as marketing instruments,
About XING EVENTS Event Registration & Ticketing................................................................... 29 identifying the latest trends and investigating what
Facebook
Welche Social Media Kanle nutzen
How important
Sie? are social networks as
marketing instruments for you as
an event organiser?
Twitter
LinkedIn
Google+
Blogs
Flickr or the like
XING
Pinterest
Foursquare
Other
None
Very important
Neutral
Other
Facebook
Google+
Twitter
LinkedIn
YouTube
Pinterest
XING
Blogs
None
Foursquare
Flickr
of the event
awareness
Increasing
Creating a new information
Increasing customer loyalty
Increasing the
Reducing marketing expenditures
Up to 3
Up to 10
Up to 25
More than 25
Consistent publishing of relevant information in Plan your social media activities in advance and Social media campaigns can pursue different ob- mer loyalty. This shows the continuing priority in
social networks contributes to the success of social decide which channel is best suited for each jectives. Determine your goals before engaging in these areas but also reveals a shift of significance
media campaigns. content. Coordinating the individual campaigns will social media activities. The survey clearly shows amongst them: this year the importance of event
guarantee you the best results. the main goal is increasing awareness of indivi- marketing has increased significantly compared to
It is noticeable that most event organisers publish dual events (58%). 49% hope to increase brand brand awareness.
up to 3 posts per week; at the top end of the recognition through social media activities. 41%
scale 7% publish more than 25 posts per week. 15% utilize social media to distribute information and
of those interviewed do not post any information 37% hope to increase customer loyalty. Conclusion:
on social media sites and do not actively use these The main social media objective for organisers is to
channels. This is 4% more than the previous year. It is noticeable that, at the time of the survey in increase awareness. It is important to ensure that
However 85% of all event organisers publish at least 2012, 70% wanted to increase event and brand target group-specific information is spread through
one post per week. awareness whilst 65% hoped to improve custo- the appropriate channels.
Increasing aware-
social media?
Lack of time
channel (to replace email, etc)
the brand
Increasing customer loyalty
Lack of know-how
Reducing marketing expenditures
Lack of personnel
Inability to measure effectively
Generation of leads
Other
Other
The survey shows that the main goal was to Both major goals formulated by event organisers What prevents event organisers from reaching their It is evident that event organisers, despite realizing
increase awareness. With 44% of the organisers were also those with the highest percentage of social media goals? The biggest problem in this area the great potential of social media, are still
reaching this goal, it is evident that over 76% of goal achievement. It is likely that this is due to is a lack of time, know-how and staff. unwilling to assign the required time and personnel
organisers who had set themselves this goal were increased measures taken by the organiser in order resources.
successful. 42% stated that they were able to to reach these goals. It is interesting to note that, in 2012, lack of time
increase awareness of their brand by means of social was already the greatest obstacle to reaching
media and 28% were able to improve customer social media goals.
loyalty.
No External
Monitoring of social media campaigns is essential The use of monitoring tools is crucial for the The 20% of event organisers who said they employed Cost-free solutions are predominantly used for
for any successful social media strategy. successful implementation of marketing strategies. monitoring tools were asked to specify which kind social media monitoring.
This is the only way to verify specific marketing of tools they were using. As in the previous years
It is noticeable that 39% do not monitor their social measures and, if necessary, adapt them accordingly. analysis, most event organisers (83%) are using
media measures and 41% of organisers dont even cost-free monitoring tools. It is interesting to note
know if they are using monitoring tools at all. No that there has been a 4% increase in those using
more than 20% check their social media goals by fee-based tools compared to last year. Compared
means of monitoring tools. to the last two reports these values show a consi-
derable increase of almost 10% in two years. The
biggest change has been in the use of external
tools. Whilst 14% were using these external tools
last year, only 1% are still monitoring their goals in
this way today.
Event organisers still rely heavily on social media The most important objectives of social media
activities when promoting their events. This can activities are still to increase awareness of individual
be deducted from the fact that over 80% of event events as well as of the brand. Nearly half (44%)
organisers are planning to increase their social me- were able to achieve this, the equivalent of 76% of
dia marketing measures this year. The most widely the event organisers who had set themselves these
used channels in this area remain Facebook, goals. This is the same success rate as event orga-
Twitter, XING and LinkedIn. nisers had in 2012.
and plan
network planning phase during the event after the event
Events are an important element of XING as they al- This way you can offer your attendees a platform
low users to maintain offline business relations. By for networking and for discussing relevant topics
integrating the XING EVENTS ticketing tool event prior to the event. Give your attendees the feeling
organisers can offer their tickets within the net- that they are directly involved with the organisation.
work. But XING offers much more than merely ticket Let them for instance vote on the topics of
sales. The diversity of XINGs marketing options certain talks or open discussions. Be creative as
provides great opportunities for event organisers. there are countless ways of attendee participation.
With XING as with other networks it is important
that the relevance and quality of the shared infor-
Planning Phase mation be high.
XING demonstrates great potential for event mar-
keting. Make use of all of XINGs capabilities. Post The full potential of XING unfolds when taking
information about events in your network. Find the event straight into the network. XING lets you
relevant XING groups and publish information about create events and the integration of XING EVENTS
your event in these and then start discussions in even lets you sell tickets directly on XING. Only by
these groups that are relevant to your event. Make this can you profit from automatic recommenda- Create your event straight on XING or link
use of this information and include it in your event. tions as well as viral network marketing effects. This During the event your event to your XING account.
Create groups for large events and invite your at- way, based on their profile information, your event Connect with new people through XING. You can
Identify relevant groups to effectively
tendees. is automatically recommended to users who might do this during the event using the XING app. If you
market your event.
be interested. Furthermore users are informed created a XING group for your event mention it to
which of their contacts are attending your event. people. A XING group is a good channel to stay
Advertise your event with the XING
If you are using XING EVENTS you can, with just connected to your attendees and is also the perfect
AdCreator and significantly increase
a click, choose that your event be also listed on platform for your attendees to network and exch-
your reach.
XING. ange among themselves.
With currently 500 million users Google+ is beco- During the event
ming increasingly important for the marketing of For interested people that are following your event
events. Despite rising member numbers Google+ from home you should share photos and videos on
was unable to overtake Facebook. The US user Google+. The Google+ application allows sharing
spends an average of 3 minutes on Google+ per of pictures, videos and info graphics conveniently
month while spending 7 hours on Facebook. For a from mobile devices. It is also possible to participate
successful event marketing campaign one ought to at conferences or seminars by means of Google
make use of both social media networks. Hangouts.
Last but
These groups allow you to address specific individual
groups and ensure they receive only target group re-
levant information. To make your event well-known
beforehand you should integrate an +1 button into
your website. This gives interested visitors the op- Tip:
portunity to share your event with their network in To make sure your event receives a high Google
not least
advance. Google+ possesses an event option. Invite ranking you should have as many Google+ fol-
your attendees prior to the event and customise the lowers as possible. When searching for your
event page with pictures, videos and link it to your event Google uses information from your circles.
Google calendar. Therefore you should manage your account well
and add as many contacts as possible.
We are delighted to be publishing our third Social This year we are looking again for success stories,
Media & Events Report this year. We hope that suggestions and good examples of social media
we have once again been able to demonstrate the marketing in the event industry for future reports.
importance of social media as a marketing inst-
rument in the event industry. On the basis of the We look forward to your feedback:
survey and the resulting analysis we have illustra- reports@xing-events.com
ted the developments which have taken place in
social media in recent years. Using various diffe-
rent examples, as well as offering tips and tricks on
the best possible use of social media tools we have
attempted to show the most advantageous ways of
promoting events using social media.
Frenchweb tw tagungswirtschaft
FrenchWeb.fr is a French magazine by professional tw tagungswirtschaft as a professional business
digitals. Creating a community of 24.000 experts publication is a reliable partner for MICE deciders.
and businessmen. Find topics such as: news, data, It features an extensive variety of information and
research studies, interviews, video reports and thus is an efficient support instrument for planning
podcasts. French web also offers various services: and organizing meetings, conventions, congres-
a specialized job market for the digital trade, work- ses and events. TW offers inspiration for readers
shops @ Frenchweb, formations @Frenchweb an as well as real-life support.
Agenda, all Web-events as well as CLUB Frenchweb. In addition, tw tagungswirtschaft presents suc-
www.frenchweb.fr cessful case examples, analyses on-going research
and university projects, conducts own studies and
provides in-depth background reports while at the
HORIZONT same time narrating stories, awakening interest
Newspaper for marketing, advertisement and media and triggering emotions.
The weekly paper HORIZONT dealing with all topics www.tw-media.com
of the modern marketing communication: covering
marketing concepts, trends and tendencies in the
agency business and developments in classical and Veranstaltungsplaner
interactive media. The association of German event organisers has
Furthermore HORIZONT informs about career possi- more than 650 members and is thus the largest
bilities in the communication industry. national interest group. Here organisers of major
www.horizont.net DAX companies, medium sized companies
and event agencies get together and focus on
networking, experience exchange as well as further
ICCA education. The association of German event
ICCA represents the main specialists in organising, organisers is a central networking platform.
transporting and accommodating international www.veranstaltungsplaner.de
meetings and events, and comprises over 950
member companies and organisations in 88
countries worldwide. ICCA specialises in the
international association meetings sector, offe-
ring unrivalled data, communication channels, and
business development opportunities.
www.iccaworld.com
http://www.wallstreetjournal.de/article/SB10001424127887324577904578559050001311288.html
21th June 2013
http://www.sueddeutsche.de/digital/soziales-netzwerk-google-plus-meldet-millionen-nutzer-1.1544217
21th June 2013
http://www.socialmediastatistik.de/category/twitter/
21th June 2013
http://blog.de.twitter.com/2013/05/immer-am-ball-beim-jahrhundertfinale.html
5th June 2013
http://www.internetworld.de/Nachrichten/Medien/Social-Media/Google-Plus-Mehr-als-500-Millionen-Mit-
glieder-und-2-neue-Funktionen-72063.html
10th June 2013
http://www.sueddeutsche.de/digital/neues-design-fuer-google-netzwerk-wie-google-plus-Facebook-ko-
piert-1.1330919
10th June 2013
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mit-ceo-dennis-crowley-3272/
12th June 2013
https://de.foursquare.com/about/
12th June 2013
http://www.performance-marketing.at/social-media-marketing/foursquare-als-marketingplatform-fur-un-
ternehmen-teil-1/
12th June 2013
http://www.gruenderszene.de/marketing/youtube-marketing
12th June 2013
(http://investor.fb.com/results.cfm)
13th June 2013
(http://techcrunch.com/2013/05/17/Facebook-growth/)
13th June 2013