L’importance des communautés (virtuelles et physiques)

La communication événementielle dans l’ère du virtuel:bataille ou complémentarité ?

picnik tous droits réservés

Lift

Community & event

New event formats

Community role before event

Community during event

Conclusion

Agenda

Lift

Lift is a conference built around a community of pioneers who come together in Europe and Asia to explore the social, economic and environmental consequences of new technologies.

An open and accessible event, Lift answers a very fundamental question: What can the future do for you?

Innovation can be a threat if we ignore it, and an opportunity if we anticipate it. Over three days, Lift makes it possible for all participants to keep up-to-date with the most significant changes anticipated in the next three years.

// From 350 participants in 2006 to a global series of eventsLift timeline

2006 2007 2008 2009 2010

Lift06350 participantsGeneva

Lift07550 participantsGeneva

Lift08650 participantsGeneva

Lift09800 participantsGeneva

Lift101’000 participantsGeneva

Lift Asia 07200 participantsSeoul

First videos published20 talks offered free onYoutube and other platforms

Launch of Lift communityliftconference.com relauncheswith community features

iPhone applicationLift videos become availableon the Apple iPhone.

Lift@homeCommunity based events launch in Tokyo,London, Toronto, New York, Lausanne, Geneva, and more.

Lift Asia 09450 participantsJeju

Lift France 09560 participantsMarseille

Lift Asia 10500 participantsJeju

Lift France 10700 participantsMarseille

Lift Asia 08450 participantsJeju

Lift

Lift

Lift Lift With Lift Inside

Lift @home

own and produce

franchise and co-produce service auto-organize

Keyword

Keyword A

Key

Word

Keyword B

‣ Innovation program‣ Geomarketing‣ Man/machine interfaces

‣ Event organization‣ Community management‣ Content creation

Agenda

Text

An online community is: where a group of people with similar goals or interests connect and exchange information using web tools.

Jeremiah Owyang

Community & eventAn old and multiform relationship

Music & concert

Health & walk Politics & gathering

Game & lanparty

A plethoric tool landscape

There ‘s no magic

Event industry has adopted the tools

Community & event

Digital + Exhibit Marketing Insights 2009

5

Use of Digital Marketing and Best Practices

Exhibition management and corporate brand side marketers have unquestionably adopted digital media as part of their everyday activities. In general, the digital marketing tactics respondents use mostly include e-mail marketing/advertising, online advertising and Web sites/Microsites.

Looking more closely at the digital habits of each respondent group, as shown in Figure 4, corporate brand side marketers’ use of digital demand generation tactics such as online advertising, webcasts, and Google ad words is slightly higher than their exhibition management counterparts.

Corporate marketers are investing in banner ads or using proprietary content in interactive formats such as webcasts or event microsites as a means to amplify program messaging and foster deeper engagement.

For their part, exhibition management respondents outpace corporate brand respondents’ use of social media. The divergence in each groups’ use of this medium is likely due to the fact that event producers are relentlessly pushing to make a specific event the centerpiece of the community. Social media is a powerful platform upon which to build a 24/7 marketing program that is, in a sense, “activated” by the live experience. Meanwhile, corporate exhibitors deploy social media for numerous events, resulting in a more fragmented effort. (See Figures 5 and 6.)

FIGURE 4. Use of Digital Marketing

Audio downloads/podcasts

Virtual complements to live events

RSS

SMS/MMS Mobility

Online games

Other

Do not use any digital marketing tactics

0% 10% 20% 30% 40% 50%

3%5%

Corporate BrandExhibition Management/ProductionGoogle adwords

Blogs

Online Video

E-mail marketing/advertising

Social Media sites (Facebook, Linked In, Twitter, etc.)

Webcasts

2%2%

1%3%

3%10%

13%22%

20%16%

23%26%

33%26%

31%36%

29%31%

28%42%

87%95%

36%62%

Online advertising (Banner Ads, search marketing)

Web site/Microsites

Web-based event management tools

60% 70% 80% 90% 100%

31%42%

72%74%

77%79%

For their part, exhibition management respondents outpace corporate brand respondents’ use of social media.

CEIR - Digital + Exhibiting Marketing Insights 2009

And believe that it will last

Which of these technologies do you think will be commonplace in conventions and exhibitions by 2020

Convention 2020 - Fast Future

Community & event

Communauté et événement

Le contenu est la seule chose importante

Du virtuel au réel

techcrunch disruptive

mashable

apéro

Du réel au virtuel

Salon de l’Automobile

From virtual to real

Flash mob - Apéros géants

Bar camp et unconferenceLes nouveaux format

The Rules of BarCamp

• 1st Rule: You do talk about BarCamp.• 2nd Rule: You do blog about BarCamp.• 3rd Rule: If you want to present, you must

write your topic and name in a presentation slot.

• 4th Rule: Only three word intros.• 5th Rule: As many presentations at a time

as facilities allow for.• 6th Rule: No pre-scheduled presentations,

no tourists.• 7th Rule: Presentations will go on as long

as they have to or until they run into another presentation slot.

• 8th Rule: If this is your first time at BarCamp, you HAVE to present. (Ok, you don't really HAVE to, but try to find someone to present with, or at least ask questions and be an interactive participant.

Bar Camp - Unconference

Text

http://www.barcamp.org/

Content crowdsourcing

Viral ticketingLa communauté avant l’événement

Using the community to sell tickets

Sub title text

Text

Community based badging

Real time mobile web

The audience interacts, completes, challenges,....

Live video & chat

A model ?Conclusion

Community management

Content creation

Event organization

conversationtrend spotting

....

topic selectionprogram management

....

speaker sourcingtickets selling

....

Value

Some thoughtsConclusion

‣ Engagement marketing is becoming an important component of live marketing.....

‣ Real time interactions change the dynamic of content distribution in events....

‣ Experts are on the stage, ....in the audience, ....and everywhere....

‣ Nurturing the community before, during, and after the event with quality content will become more and more critical....

‣ Events are not anymore limited in time and space, they are modified and enlarged by communities...

‣ What event formats and organization will serve these needs ?

Yves CretegnyE-mail: yves@liftconference.com

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