Survey: Associations Incorporating Social Media into Events
November 03, 2009
Eighty-three percent of associations currently are using one or more digital tools to market and execute their events, although most are not yet using those tools to their full potential, according to a new survey from Champion Exposition Services, a San Francisco-based event and tradeshow marketing firm.
The survey, which asked associations about their use and adoption of social media tools, found that 91 percent plan to use one or more digital tools in the next 12 months, and that 66 percent plan to incorporate more digital tools and experiences into future events.
"Through talking to our customers it became apparent that social media is increasingly important to them," Champion Vice President of Marketing Leslie Brand said in a statement. "They want to know what tools are working and how to best leverage them. This survey is an opportunity for us to develop a benchmark for how these technologies are changing events, and provide this shared knowledge to our community."
According to the Champion Survey, social networks—Facebook (67 percent), Twitter (54 percent) and LinkedIn (48 percent)—are the most common digital tools employed by associations, 69 percent of which cited shifting attendee behavior as the reason they're incorporating digital tools into their events.
Despite their increasing use of social media, however, associations aren't using digital tools to their full potential, Champion said, because while 100 percent are using Facebook for pre-show attendee marketing, less than half are using Facebook's video (33 percent) and discussion forum (48 percent) features. Similarly, 82 percent of associations are using Twitter to create pre-show buzz, but only 36 percent are using it to communicate directly with attendees and only 23 percent to follow attendees' conversations.
Other key findings, according to Champion:
• 18 percent of associations have hired someone to manage their digital efforts • 18 percent of associations are seeing cost-savings from using social networks • 33 percent of associations have been able to reduce their use of direct mail because of social media • 28 percent of associations plan to use digital event platforms and other event-centric technologies in the coming year • 70 percent of associations are actively producing, considering or interested in pursuing virtual events
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