Welcome to Conference ScotlandThank you to all Contributors
Scott SneddenCorn Exchange venue Manager
Richard JohnChair
House keepingAgendaToiletsPhones
Fire Exits
Chris Lawson
Conference-Scotland Founder
State of the Nation(Glasgow)• Glasgow Marketing Bureau secured £131M 2010• Hotel occupancy in Glasgow the highest level in a
decade• Room Yields have increased 15% to £64.61 from
£54.65 in 2009• Glasgow enjoyed the highest year to date
occupancy (78.9%) of any Scottish city – the first time ever in its history
State of the Nation(Edinburgh)• Edinburgh Convention Bureau secured £74.2M ahead of a
target of 73.9M in 2010• For the 10th consecutive year, Edinburgh was voted the
UK’s favourite city in the Guardian, Observer and guardian.co.uk Travel Awards
• 50% of the conferences confirmed by ECB are worth in excess of £0.5 million
• In 2009-10 Edinburgh hosted 257 meetings attended by 58, 277 delegates
State of the Nation(National and International)
• The global value of business tourism is estimated to be in excess of £40 billion
• Business tourism is the fastest growing sector in world tourism and represents 28% of inbound tourism into the UK
• The UK is the 5th most popular destination for international association meetings, after the USA, Germany, Spain and Italy
• A trend survey from UKEMTS suggests that events spend last year topped 16.3bn nationally! 1.3m business events.
State of our Nation
• It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.
State of our Nation
• It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.
Dr Jane Ali-Knight
Sustaining a Competitive Edge: Opportunities and Challenges
facing the Scottish Events IndustryDr Jane Ali-Knight
Director, Edinburgh Institute: Festivals, Events and Tourism
Edinburgh Napier UniversityConference Scotland, Friday 2nd September 2011
Building on Current Successes..
Event led regenerationIe: Dumfries and Galloway
Scottish Events produce ROI of 17:1(EventScotland, 2011)
77% of Glasgow’s workforce in creative sector
Major Events such as T-in-the- Park contribute £7.5m to local economy
2012 and beyond
State of Play….EdinburghDynamic value, e.g.Edinburgh C 455 ,000 population -> 55 major Events
yearlyEdinburgh Festivals Impact Study, 2011
Worlds biggest programme of arts festivals from June to Sept. Based on a survey of 2 624 visitors
In 2010 Edinburgh's Festivals attracted 4m attendances, and an estimated 2m trips to the city. This generated:
• output of just under £261m in Edinburgh and £245m in Scotland
• 89% of people say they increase local pride• £40m in new income in Edinburgh and £51m in Scotland• support for 5 242 FTE jobs for a year in Edinburgh Overall, the festivals attracted a wide range of visitors and city
residents.
Other values Cultural driver Involves community Extend the visitor season Change the market Adapt over time
20
Creating the Festival and Event Managers of Tomorrow....
• Challenge: Traditional Management Approach v Event-Specific Approach
• 1999 Business Tourism Forum report found event and conference industries required enhanced negotiation skills, higher client management skills, detailed knowledge of venues, ability to anticipate clients needs and to suggest solutions to problems.
Creating the Festival and Event Managers of Tomorrow....
• Attractiveness of the industry makes it highly competitive therefore emergence of college and universities courses
• People employed in events tend to be highly educated (Goldblatt 2000). 79% degree and 15% post grad degree (US 1996) UK 2002 survey support this – 66% to degree level
• Increased recognition of events management qualifications and as a subject association in its own right
• Formation of AEME (Association of Events Management Education) in April 2004 – now 36 members
• Over 40 HE/FE providers in the UK alone - Plethora of courses at undergraduate level since its first course in 1996 Leeds Metropolitan University has over 1000 students studying on its Undergraduate courses. UCAS search brought up 406 courses
• Developments at postgraduate level• Increasing professionalism of industry, rise of executive education
.......Globally• Strong tradition of Events Management Training in Australia and
North America• America – tradition of Events Management Education and first
Certified Special Event Professional Certifications – George Washington University
• Event Educators Forum 2004 identified over 200 courses in Australia increased growth esp. after 2000 Olympics. This is being mirrored internationally eg: in Macao 2 institutes offer Event degree programmes.
• Course being developed in emerging event destinations ie: Gulf region, South East Asia
Challenges..how to keep the Thundering Hooves at Bay!Using new
technologies
Increasing customer
demands
Capitalising on the
legacies of 2012 and
2014
Maintaining Scotland's lead in the
Festival and Event Industry
Shift in funding, attention
and expertise
from West to East
Facilities and
Infrastructure
Development
Restructuring - public sector
governance to
more entrepreneurial
styles
Paul Bush OBEEvent Scotland
Interactive
Hybrid Events
Gareth LloydDigital Event Services
“..a live event that engages and interacts with a remote
audience….”
The Blended Event
Why would you want to webcast?• Take the event to the people who cannot be present • Create an online experience that mirrors the live event,
complete with interaction between presenter and viewers • Reach new audiences online, giving them a taste of what
the on-site event is like • Increase revenue by selling live or on-demand access
online to attendees, or selling webcast sponsorship to exhibitors and sponsors
• Avoid scheduling conflicts and boost retention as on-site attendees watch sessions on-demand
• Support green meeting initiatives by making all conference sessions available online.
“ adding a virtual component and moving to a hybrid model does not cannibalise physical event attendance but rather drives future physical event attendance”Danette Veal CISCO
“ BE PREPARED”
Internet Connectivity
……. your takeaway sir!
Grace OwenJISC
Where it all startedIt all started with a hashtag!
Event ‘amplification ‘
Hybrid Event
JISC Conference 2011• Separate ‘online’ programme of activities• Online ‘host’ based in a studio at the event• Integrated video/audio/slides livestream• Polls and remote question moderation• Twitter • Lanyrd, LinkedIn
What if there’s no budget?!• Just stream slides and audio
– Authorstream (www.authorstream.com)• Video and slides – use free streaming service
– Ustream– JustinTV
Final thoughts
• Check what your budget is!• What resources do you have available?• You are creating 2 events – the physical and the online!• Don’t be afraid to experiment
Thank you!Grace Owen, Communications Co-ordinator, JISCwww.jisc.ac.uk
Email: [email protected] Twitter: @graceporter
Richard MylesFlume Ltd
WIFM: Growing your audienceTotal
universe
365
virtualHybrid
event
Physical event
Getting results for your clientsThought
leadership
• Webinars• Whitepapers• Discussions• Q&A
Branding
• Pre-event marketing
• Banners • Sponsorship
Lead generation
• Data capture• Depth of
information• Networking
So what is a virtual event?
Case Study – Sustainability Now
Video & audio webinars
Case study - results
2,500 2.5
311 265
2,500U
nique visitors2.5
311 265
2,500U
nique visitors
2.5Average hours
311 265
2,500U
nique visitors
2.5Average hours
311Average webinars
viewers
265
2,500U
nique visitors
2.5Average hours
311Average webinars
viewers
265 Average exhibitor
visitors
Best advice?
The argument against (doesn’t stack up)
Cannibalising revenue?
Costs too much?
Takes too much time?
Content is King
Carl HollandConference Producer
The Case for Content
What are the 5 most important messages
The Content test
Strategy & Recognition
Delivery
Don’t be afraid to say no!
Workshop: 5 Barriers to getting involved in content
What are the 5 most important messagesThe Content testStrategy & RecognitionDeliveryDon’t be afraid to say no!
Coffee Break
Richard JohnChair
Social Media
Charlotte BrittonMako Marketing
Social Media to Promote Events
Capitalising on the Opportunity
5 Top Tips• Will cover 5 top tips to promote your events using social
media
• To assist in increasing awareness, spread the word & deliver your goals
Top Tip #1: Blog About it• Set up a blog / website (e.g. Wordpress)• Enable online bookings• Ensure integrated / signposted through other channels• Add blog posts before, during and after event• Live blogging can create the buzz
Top Tip #2: Use Twitter• Set up Twitter account for Conference or use existing
company one• Follow conversations & find/choose hash tag• Tweet blog posts & conference news• Live tweeting at event• Start creating the buzz
Top Tip #3: Set up a Facebook Page• Set up a Facebook fan Page (if relevant)• Link up Twitter & Blog• Set up event on page • Post photos to Fan page and get people to tag themselves• Build buzz & interest
Top Tip #4: LinkedIn• Get involved in groups where your audience are• Integrate Twitter into your profile• Integrate Blog into personal & company profile• Set up as event on LinkedIn• Think about setting up group specifically for event to
enable people to network
Top Tip #5:Optimise for Social Sharing
• Ensure Hash Tag & Twitter / Facebook account on delegate packs
• High speed WIFI accessible• Live stream event• Get people interacting using social media• Listen to your audience for feedback
Thanks for your time
Any questions will be covered on the panelContact details:
Email: [email protected]: @makomarketing / charlottebritto
Carlos AlbaCarlos Alba Media
Social MediaBusiness or Pleasure
Simon Jenkins
"Editing a newspaper at the start of the 21st century is a tough job. The concept of mediating world events to a select group of readers has been blown apart inside a decade. Reporters, writers, editors and printers are wandering round like victims of a bomb blast, enveloped in a cloud of digital dust. The profession of journalism staggers about, choking for air. Nobody knows quite what is happening.”
The Players• Traditional media• Online platforms• Blogs• Smartphone apps• Social Media
What social media?TwitterFacebookLinkedInReferral KeyDeliciousDiggRedditStumbleUpon
The rules• Remember it’s a platform• If you’re going to use it, use it• Don’t use it as a spam dump• Don’t be a bore• You get out what you put in
The benefits• Democracy• Convenience• Visibility• Debate• Economy• Networking
The disadvantages• Democracy• Visibility• Debate• Economy• Time consuming
• Set up a hashtag for your event• Link to www.eventbrite.com• Share relevant news• Reach out and engage • Create a dialogue
Facebook• Provide a focus• Be visual• Create a community• Pose questions
• Play around• Join groups• Be bold• Go to the top
The Case for a ScottishEvent Association
Calum McCallum
Merklands Events PR
Does the Scottish Events industryneed its own voice?
Are we an Industry?• In 2010 tourism was an £11bn industry to Scotland• Business tourism, on track to be a £1bn industry• Event tourism is one of the fastest growing industries in the world • 2010 Edinburgh Festivals = £261m tourism impact• 2010 The Open Championship (2010) = £100m combined economic
and media impact to Scotland• EventScotland since 2003 has invested over £275m
Source -VisitScotland Business Tourism Unit-EventScotland
Are we an Industry?• Glasgow’s Convention & Marketing Bureau secured £131 million in
conference sales in the financial year ending March 2010, which equated to 494,150 delegate days
• Events supported – or managed by – GCMB in 2009/10 achieved an economic impact of £28.4 million for Glasgow. This represented an increase of £10 million over the previous year.
• The city of Glasgow attracts 2.3 million visitors per annum who generate £600 million for the local economy
Source - GCMB Website
Future Challenges• Infrastructure• Changing markets / Competition• Geopolitics• Technology• Demographics• Consumer behaviour• Economics• Employment market
Source - The Economic Contribution of the Visitor Economy: UK and the Nations – June 2010, Deloitte
A Single Voice – Why?• Two Governments• The Independence question?• Local income tax• One voice• 2014• Jobs• Can we afford not to?
Does the Scottish Events industryneed its own voice?
Calum McCallumwww.merklands.co.uk
THANK YOU!Please join us for drinks.
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