ICCA FORUM FOR YOUNG FYP...Launching at AIME\爀圀愀礀昀椀渀搀椀渀最屲Query...
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Transcript of ICCA FORUM FOR YOUNG FYP...Launching at AIME\爀圀愀礀昀椀渀搀椀渀最屲Query...
ICCA FORUM FOR YOUNG PROFESSIONALS 2012
Overview
• Series of case studies being introduced across the various digital platforms at the Melbourne Convention and Exhibition Centre.
Presenter
Presentation Notes
Looking at website, mobile site, app and social media
Case Study 1 – MCEC Website
• Challenge – to reconnect with key audiences now the MCEC had been open for over two years – move from a locational/functional website to a more sales orientated website
Case Study 1 – MCEC Website
• Reconnect with key audiences now the MCEC had been open for over a year
• Need to truly engage with the business event planners.
• We needed a solution that fits both with MCEC event planners and consumers and delegates attending meetings, conferences and exhibitions.
Current Site Disconnect Market Needs
Presenter
Presentation Notes
What was the core purpose – selling space! Consider key business drivers for MCEC Further testing in the market Move from locational (how do you get here) – functional (what our facilities are) – personal tailoring your needs Become a place to meet and connect with collegues Ran a series of workshops that showed we had a disconnect – website was not driving sales less than $500K Reconnect and truly engage with a solution that fits both the event planners and delegates attending meetings, conferences and exhibitions
http://www.mcec.com.au/
New MCEC Website
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Increase from 20,000 visits to 41,000 Over $1.5 in revenues directly related to new website and the ability to plan a meeting before making the call to sales Case studies showing how events look and feel Direct contact to the right sales person on line Still meeting all the needs for the consumer/delegate coming to the centre Direct 20% Referring 21% - Organic 59% appear because of the their relevance to the search items Revenue: FY12 YTD (01/07/11 – 08/02/12) Number of Events = 44 Actual Value = $1,052,942 7,140 video views
Mobile Website
Home What’s On Event Details Search Results Case Studies
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Launching at AIME Condensed version of new site – launching today – no stats as yet - Where is mcec Contact Plan an event Whats on 20% accessing via mobile platforms – needed again to meet market demands
Case Study 2 - APP
• The challenge - to develop customer-focused Smartphone app (white label) across all platforms iPhone, android and tablet platforms
Case Study 2 - APP
• The Internet has moved beyond our homes and workplaces, and into the palm of our hand.
• Mobile phones have developed to a point where browsing rich media websites is now possible anytime and anywhere. This has changed the expectations of consumers who want to access information wherever they are
Presenter
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Ran a series of focus groups across all segments to determine what was going to be needed and used. Needed a solution that is free to all clients regardless of the type of business they bring to the centre Needed to be easy to use – internal and external Needed to be able to branded inline with the event as needed
App
MConnect.mcec.com.au
Presenter
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Launching at AIME Wayfinding Query On-line What’s On All relevant information – white labelled – controlled by the event planner in terms of content. Simple to use
Case Study 3 – Social Media
• Challenge – introduce social media across multiple channels, blogs, facebook, twitter to ensure that our customers are getting more out of their event experience by joining us online.
Presenter
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Reviewing what our competitors are also doing in this space.
Facebook – why engage
• Build audience to create a competitive advantage
• Maintain and increase brand advocacy
• Increased media value
• Grow a community to market future events communications to directly
• Drive traffic to website
• Develop an event “check-in” culture
• Attach MCEC to event conversation – photos, interviews
Presenter
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MCEC is more than just a venue Get more out of your experience by joining us online Develop a social voice – personality
• User Journey – event experience
Instigate specific, relevant and continue discussion and
personalised event conversation to conversation following events
to begin the event experience
Pre event Post event The event
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Run competitions to expand the fan base
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Listening period 30 days August/September2011 Through Radian 6 – Radian6 - through social media listening, tracking, monitoring and engagement tools allow organizations to successfully employ a social media strategy based on real time monitoring and trend results – understands where and when and why the conversation around your brand is occuring See and track conversations around competitors brands Myer, Honda, Bunnings etc Had to do share of voice in the meetings industry Listened to what people where saying ahout brand, technology, food and what’s on – looked at who was checking in across a series of competitors
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Then broke it down by competitor within the 4300 event and category mentions – 1200 of them where specifically branded to either MCEC or competitors
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Looked at the conversation that our competitors where having across the various channels Twitter, blogs being the most prelevant
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Industry comparison – whilst conversations are happening not everyone is doing it well
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Industry comparison
• People care more about the events, not the venue!
• “What’s on” is a dominant topic – which peaks during relevant show
• People love taking photos
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Whats on - Peaked during homeshow, Aethist convetions Melbourne tattoo and body art convention Photos extend people their cool, makes their friends envious and more importantly gives them a way to remember their day –
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Why do people check in – 29% for deals and promotions 17% are sharing their location 14% association with cool places 7% scoring points from friends!
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Xmas Pudding – we gave pudding away through face book increased our likes by 50% - started to engage users
Case Study 3 – Social Media
Blogging - sharing stories on our world class Food and Wine to the world
Blogging
• Develop a new front line food and wine blog from the MCEC
• Social media tool – engages visitors through weekly posts/updates
• Provides an insight into the kitchens – goods produced in-house
• Visual journey to the farms and wineries throughout Victoria – sustainable suppliers
• Stand along website – own branding – unconventional – new audience – food and wine lovers
• Allows engagement with our food and wine team
• Provides an network to the food and wine community both nationally and internationally
• Provides a platform for ongoing sales and business development
• Provides cost savings – advertising, edm’s, collateral
• Invaluable media relationships have been established
FARM TO FORK Branding
From Farm to Fork
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Food and Wine Blog “From Farm to Fork” blog has been under maintenance since the staff changes in the food and beverage department in November 2011 Complete audit of content and images Updates to the blog are currently being worked through Blog will go live before AIME 150+ followers
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Presentation Notes
Communicate with delegates in house on a day to day basis – listen to what is being said and respond as needed Ie; air conditioning
Social Media Goals
Tool August 12 December 12 YTD FACEBOOK FANS FACEBOOK
INSIGHTS 10,000 20,000 756
TWITTER FOLLOWERS
TWITTER 5.000 10,000 731
BRAND MENTIONS VIA SOCIAL
RADIAN6 500 800 N/A
EARNED MEDIA VALUE
MANUAL $300,000 $600,000 N/A
WEBSITE TRAFFIC GOOGLE ANALYTICS 4% 6% 3.7%
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