Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11

MICE market monitor 2010

Outbound trends in Germany, Austria and SwitzerlandOptions for participation in the research

Being and staying on top of your news!

The need to migrate from ‘traditional’ PR and marketing to new communication

concepts to reach a ‘socially-connected’ audience

October 26, 2011 – 11 am

ICCA congress in Leipzig

tmf dialogue marketing & piranha press & pr

• Experts in dialogue marketing focusing on international meeting, incentive, congress and event markets and tourism

• We have built a big global business relation network in MICE and tourism

• Helping organisations with PR and marketing communication to media and buyers (corp and associations)


The rise of web 2.0 and social media has become the next big challenge for this industry – practical solutions are needed!

Overview presentation

• PR & marketing in MICE and tourism today

• Social media: some myths and facts

• Challenges and opportunities

• Relevant content is king!

• The rise of the social media news release (smnr)

• The social media newsroom (smn)

• Destination PR & (Social Media) Marketing Services: success process and outcomes

PR & marketing in MICE and tourism today

PR, marketing & brand communication in MICE and tourism as it is now:

• Newsletters and information campaigns/telemarketing, press releases/mailings

• One-to-one activities: sales calls, roadshows/events, fam trips , tradeshows/ Hosted Buyers, editorial visits, press receptions, press conferences, press trips

• CRM / MRM (relationship management)

• Some social media is used in the industry but opportunistic and fragmented

PR & marketing in MICE and tourism today

What is the challenge for success in marketing & pr?

• How can you add value to your work?

• Nobody has time anymore, everybody is so busy

• Too much information and projects at the same time

• Intense competition

• Business ethics

• Less budgets but more work

The traditional PR & marketing mix is more andmore coming under pressure due to complex work Environment and the rise of social media

Social media: some myths and facts

• My target groups don’t use social media

• Social media isn’t worth the trouble for B2B

• Social media for B2C is very different from B2B

• If nobody tweets about us, we don’t need social media

• Social media is not measurable

➟ Check again where your journalists and Buyers are

➟ Social media in B2B is rapidly becoming bigger than B2C

➟ Social media for B2B = same as social media for B2C

➟ If nobody tweets about you, they are not talking about you

➟ Site traffic, tweets, followers, etc.


And it is not only in consumer markets: in business-to-business social media is even getting much bigger

• 93% of all B2B marketers are engaged in some form of social media (source: BtoB Magazine)

• So are industry journalists, buyers, venues, convention bureaus, tourist offices, event organisers and other potential customers

• And Social CRM is the next big thing!http://www.youtube.com/watch?v=j1ozGiXSpI0

http://www.youtube.com/watch?v=j1ozGiXSpI0

Challenges and opportunities

• There is no substitute for individual relationships

• But getting your /your partners’ stories exposure /coverage in the online media has become a necessity

• ROI and current economic climate

• With multiple content providers, and the global nature of the online media this can prove to be a challenge


• Distribute and publish relevant news releases and associated content in such a way the audience can easily use and share the content in their own networks

• Track the resulting coverage, mentions and bookmarks

• But to do this takes a great deal of time and can limit your potential to achieve the best results


And how do you???

• ....select the right sources from the thousands of sources on the Web?

• ....monitor all information about you on the Web?

• ....select the right content for further use in story creation, news releases, newsrooms?

Relevant content is king!

With the rise of social media and new PR tools you need eg: • The ability to real-time source, filter and ‘clip’ unique online and offline content about your brand

• Skills to curate and create content based on relevance to the market segment/targeted audience

• Someone with the competence to assess/judge content in order to relevance to the market segment

• Means to publish the content to the right audience at the right moment in the channels of their choice

The rise of the social media news release (smnr)

The end of the press release as-we-know-it:

• The text-heavy, one-size-fits-all format of the traditional press release is no longer serving the purpose it used to

• Now many journalists use the Internet as their primary research source

• Journalists now prefer to receive news in a format that makes it easy for them to quickly insert it into their story

• Themes need to be presented holistically: announcements, quotes, links to background material, other recent news stories, tags to easily identify and find, content, multimedia assets, embed codes and social media buttons and widgets

They need a Social Media News Release (SMNR)

The social media newsroom (smn)

• The social media news releases are published to newswires, RSS feeds, social networks, email, etc.

• They need an “interface” to their audience

This interface is called Social Media Newsroom

Here some newsroom examples:http://www.newsroom.firstdirect.com/http://newsroom.lufthansa.com/http://www.swiss.com/web/EN/about_swiss/media/Pages/SocialMediaNewsroom.aspx

http://www.newsroom.firstdirect.com/

http://newsroom.lufthansa.com/

http://www.swiss.com/web/EN/about_swiss/media/Pages/SocialMediaNewsroom.aspx

http://www.swiss.com/web/EN/about_swiss/media/Pages/SocialMediaNewsroom.aspx

The social media newsroom (smn)

• The newsroom helps to create, publish and share your content, information and news with an online, socially-connected audience – media as well as planners

• Making your online newsroom a central content hub with social features & news items/news releases that:

– Reach all the right journalists, buyers, bloggers, magazines and newspapers

– Allows journalists and the bloggers to easily find all your content

– Provides the content in the format journalists and bloggers prefer

Destination PR & (Social Media) Marketing Services: success process and outcomes

repeat


• A new concept to reach and engage with media, bloggers and stakeholders in the conventions, meetings and incentive market

• We focus on improving our destination customer’s brand communication by making better use of new online PR tools and social media

• Available for global communication, in different languages and markets

• Old sales versus new sales 2.0: creating communities of Buyers, venues, service providers etc. in MICE

• Support one-to-one activities through online brand communication


• Real-time brand monitoring

• Reaching relevant target groups faster and better in their preferred (online) channels

• Increasing service level to customers and media

• Faster generation of more valuable leads (Buyers)

• Better management of brand reputation

Thank you for your interest!

www.tmf-gmbh.de www.tmf-forum.de@tmf_connect

Johanna Fischer, Managing Director Follow me on Twitter: @johannadialogue

Social media revolution

http://vimeo.com/11551721

http://vimeo.com/11551721

Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11

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