Mistakes Events make on Social Media

That there are many communication mistakes are made among the different social media channels is not a secret anymore. Or do you know what you should and should not do, when it comes to social media activities?

Surprisingly the event industry is making the same mistakes than any other industry. Fortunately those mistakes are not made on purpose, but rather by being naive or ignorant.

Julius Solaris recently shared his knowledge on social media and created a guideline, how to prevent common mistakes on social media networks. As the editor of the event managers blog he likes to blog about event technology trends and provides the audience with “professional advice and tools to face the most stressful job in the world.”

To ease the handling of all the different social media networks he displayed 20 different mistakes, which are usually made. To get an overview I will illustrate the main mistakes.

First of all not dedicating someone responsible for social media is the most common and severe mistake– and it is the root of all evil. Mainly, all the following mistakes occur, because of the lack of qualified personnel. Social media is so big and important for organizations that a social media manager/responsible is essential. A social media manager is able to create creative content, measure the activities, respond quickly and act as soon as a social media crisis will arise.

Secondly the author mentioned the necessity of social media monitoring software. That is the second position where it is required to allocate some budget. (First position is the social media manager.) It might seem unexpected for some of you, but there are a lot of hidden opportunities waiting, such as identifying nurturing influencers or gathering Facebook about the performance and generate leads.

Another ‘no-go’ is begging for something. Do not ask for any kind of favor. It is certainly not providing any value to the user, which is a fundamental part of each Marketing process.  Make sure there is something in it for your audience, in order to ask for a specific action. Make it some kind of indirect asking.

Another severe mistake is not addressing mentions. Picture this in real life: Someone is coming to the information desk and asks a question and you would ignore them completely. This is an unacceptable behavior. Unfortunately you show the same kind of behavior by not responding to clearly addressed mentions. The state of the art is to respond within one hour or even less. Therefore the advice is very simple. Just respond.

These mistakes are just four out of 20, so take some time and read though the others and expand your knowledge on social media. Lets make social media channels a faultless place.

for full blog article see: http://www.eventmanagerblog.com/social-media-mistakes?utm_source=feedburner

Eva-Maria Feuerstein

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Venue marketing…

…a new strategy for Marketing experts and Event Managers to promote their location, venue or destination or is it just a new buzzword within the fast changing world of the event industry?

But before we answer this question, let us try to understand what is behind the term venue marketing:
“Your best Amigo is your Imago” says Stjin Oude Vrielink, Marketing Manager at OVEANDIVA in Amsterdam and speaker of this topic at the Best of Events 2014, and states that venue marketing consists out of three energies – the physical, the mental and the spiritual energy.  Furthermore, he claims that venue marketers should have a fully implemented mission and vision statement, promote CRM, stay updated on their customers’ needs and discover niches to stand apart from their competitors. And always present your venue the way you would like to experience it as a customer itself!

Now, thinking about the new venue marketing approach this model can be dived into two classic marketing approaches:
1. the strategic approach with ‘brand positioning’ after Aaker and Esch – the association of human characteristics to the product and

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Markensteuerrad von icon brand navigation, Darstellung nach Esch 2012, S. 102, zit. aus Schade 2012, S. 356

2. the operational approach – the realization of ‘brand positioning’ applied to the four P’s -product, price, place and promotion- in marketing.

So, getting back to the question at the beginning and considering the comparison of the venue marketing approach and the classic marketing approach we, the #HimEventCamp group, think it is right to say that venue marketing is a current buzzword.

-Vanessa Baumann-

KANO Modell, Handzeichnung von Dr. B. Sommerhoff, 13.03.2014, Vortrag an der HIMH. Foto: Susanne Doppler
KANO Modell, Handzeichnung von Dr. B. Sommerhoff, 13.03.2014, Vortrag an der HIMH. Foto: Susanne Doppler

Service Excellence – Bubble oder handfester Approach?

Von Susanne Doppler

Hohe emotionale Bindung an Produkte, Marken, Dienstleistungen kann den Kunden zum „Gefangenen“ machen, oder zum „Fan“. Was macht den Unterschied?

Diese und viele andere spannende Facetten des Qualitätsmanagements erläuterte Dr. Benedikt Sommerhoff vor 60 Studierenden im Rahmen seines Gastvortrags an der HIM, der Einladung von Prof. Dr. Stefan Hagmann gefolgt. Beide sind seit über 10 Jahren dem Thema Qualitätsmanagement verschrieben, das – um es in den Worten des Referenten zu sagen – zu Unrecht in die Schublade der „Erbsenzähler und Erbsenrandpolierer“ gesteckt wird. Nach 90 Minuten abwechslungsreichem Vortrag und lebhafter Fragerunde schreibe ich mein Notizheft: Lessons learned: Qualitätsmanagement hält praxistaugliche Modelle bereit, um den Zusammenhang zwischen Kundenerwartung, Kundenbindung und –zufriedenheit  zu verstehen und zu steuern. Und es ist entgegen meiner Erwartungen zudem unterhaltsam: Qualitätsmanager haben Definitionen für Qualität (nicht verwunderlich), für Kundenzufriedenheit (schon schwieriger) und – Achtung: für Begeisterung! Spätestens da waren alle Zuhörer hellwach.

Am Beispiel des KANO Models erläutert Herr Sommerhoff die Zusammenhänge zwischen Kundenerwartung, Leistungserbringung durch den Dienstleister und Kundenzufriedenheit. Begeben wir uns zur Erklärung in ein Business Hotel. Aus Erfahrung wissen wir, dass es in diesem Dienstleistungsumfeld Services gibt, die schlicht erwartet werden. Ein Fön im Badezimmer zum Beispiel. Als selbstverständlich angenommen könnte man solche Services  ins Endlose steigern, ohne eine Steigerung der Kundenzufriedenheit zu bewirken. Man nennt sie daher auch Hygienemerkmale. Bleiben wir bei unserem Beispiel, dem Fön. Der wird erwartet. Ist er da, ist alles gut. Ist er nicht da – ist der Kunde unzufrieden. Auch wenn man(n –  oder Frau) den Fön gar nicht braucht.

Als zweite Kategorie führt KANO sog. Leistungsmerkmale ein. High Speed Internet, freies WLAN, Nespresso Kaffemaschine auf dem Zimmer, Wellnessbereich. Mit steigendem Angebot steigt stetig auch die Kundenzufriedenheit. Das ist gut und gewollt, hier ist das Thema eher: kann ich die Leistung noch wirtschaftlich anbieten?

Und dann sind da die Begeisterungsmerkmale. Das völlig Außergewöhnliche, Unerwartete. Das uns begeistert, auch wenn die Leistungsmerkmale vielleicht nicht zu 100% stimmen. Wie zum Beispiel ein liebevoll zubereitetes Care Paket am frühen Morgen für die offensichtlich bevorstehende Geschäftsreise. Völlig überrascht von dieser Aufmerksamkeit ist es dem Kunden egal ob das Brot mit Billigkäse von Aldi belegt ist oder mit Ziegenfrischkäse aus der Fromagerie um die Ecke. Denn die Geste ist derart unerwartet und aufmerksam, dass sie begeistert! Problem hier: wenn andere Wettbewerber anfangen, gleiche Überraschungen anzubieten, ist es bald keine Überraschung mehr. Der Kunde stumpft ab. Wenn dann die Leistungsmerkmale nicht nachziehen (also kein Aldi Käse…)  kehrt der Effekt in sein Gegenteil um. Unzufriedenheit ist die Folge.

Ich werde das Kano Modell im #imEventCamp vorstellen und  Produktmodellen wie beispielsweise von Homburg gegenüberstellen.

Um meine Eingangsfrage noch zu beantworten: es ist die Kundenzufriedenheit, die emotional hoch gebundene „Gefangene“ von emotional hoch gebundenen „Fans“ unterscheidet. Im Umkehrschluss bedeutet das auch, dass Kundenzufriedenheit mit  Produkten, Marken und Dienstleistungen alleine nicht ausreicht. Für ein erfolgreiches Geschäftsmodell braucht es immer beides.

Das ist also wie im echten Leben. Danke, Benedikt Sommerhoff und Stefan Hagmann, für diesen sehr inspirierenden Nachmittag. (Susanne Doppler, Heidelberg 13.03.2014)

The importance of storytelling

In today´s Event Industry one of the biggest problem is that everyone thinks he or she can organize a great event. Most companies don´t employ special event managers but let the work be done by the marketing department or even the assistant. This is also why the schedule is mostly the same and lot of the times very boring for people who visit these events.

This is there the concept of storytelling needs to be applied. Storytelling exists in psychotherapy, in arts, in companies and should also be used in the Event branch to create an unforgettable experience for the attendees which is a leitmotif, it can be a theme, a color or a special emotion that is connected to the company  and applied through the whole event planning process.

The greatest advantages are that listeners start to engage through storytelling, they listen, learn, discover and connect. Furthermore a story stays in the memory of the listeners more easily, especially when they are included in the story.

For us as event managers there are 3 important questions that have to be considered when planning an event with storytelling: What is the story about? What should the story achieve? Where and when can it be told best?

On the example of the festival “Tomorrowland” we discussed in class about the importance to apply the process of storytelling. Mostly everyone agreed that this festival would not have the kind of success it is wasn´t for the great story they tell with their décor, their trailer before, as well as their aftermovie or the special features during the festival. The example of Ms. Doppler also showed us how simple storytelling can be but still impressed us all.

In the context with Lisa´s presentation we also discussed the question whether to apply storytelling or invite celebrities, a survey on xing and facebook will follow. 

 

– Laura –

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Content is not King anymore!

Krone_BlogThis royal headline was the start of the Mondays #imEventCamp session. Some Event and Social Media Experts claim that content was king for a long period of time when talking about Marketing. However it will now take turns with other important components, like Speed or the consumer itself.

In terms of speed, the implementation of computer-aided programs helpsto improve the efficiency of the Managers work. Those programs help to standardize recurring working processes to gain time. This time furthermore, could be used for not standardizable, creative processes to gain better content.
In the service sector it is well known that customer is king, but it was not seen as important as content. Now the customers experience is in the center of attention and content should just be like a blanket, wrapped around the customer where and whenever he or she requires it.

Obviously in the opinion of these experts, content clearly became Queen.
Even more interesting was the outcome of the group’s discussion, in which the participants developed models where the three components became equally important and are supporting each other. The main model showed that Social Media with its promptness is in favor of speed and therefore supports content, because without content speed is worth nothing.

Feuerstein Eva-Maria

How social is CSR?

Social-responsibility-cartoon_cartoonstick

One of the topics of our  session today was CSR and the critical aspects related to it. Obviously, the society appreciate if companies seem to be social and to be concerned about the environment but it remains a bitter taste and the question: Are they only social because of a better media performance? The question arises, if companies are still considered to be social if they act hypocritically only because of positive reputation in public. Another critical point – appearing in retrospect to all social funding organizations – is if the money goes where it’s promised to go. In my opinion, this is an argument which often arises because people searching for an excuse to do no duration. By developing our discussion we came up with the point that it is more important for companies to start with CSR in their own ranks: paying the employees sufficiently, creating fair work conditions and use environmentally friendly methods to produce their goods and services. Before they don’t fulfil these criteria costumers might not believe that they donate money to charity organizations and dismiss this kind of double standard. Nevertheless, it is better to do anything beneficial at all instead of doing nothing! Elena Roch

The experiment has started…

Our lecturer Mrs. Prof. Dr. Susanne Doppler came up with the brilliant idea to design our last event module ‘Meeting, Trade Fair and Exhibition Management’ like a BarCamp.

This means we create our own schedule with topics we are interested in. Last week we discussed, democratically at a round table, the name for our BarCamp, the allocation of different tasks and gathered all kind of event-related topics. The plan is to work out the different topics everyone is going to present, go on-line with information and updates on Twitter, Facebook, this Blog and other social media, and in about six weeks we want to hold a real and public BarCamp at our university ‘Hochschule für Internationales Management Heidelberg’ where everyone is invited to and where each of us is going to moderate one session about a chosen topic.

During the entire process and also after the public BarCamp we will reflect on our progress, what went well and what did not go so well, so that we can learn from it and take this experience with us in our working life when we leave university this summer.

Our group consists of seventeen students studying ‘International Event Management’ on Level 3. All of us are behind this idea and we want to make this work!

 

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