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HYBRID EVENTS Innovation Trend in Live-Marketing HYBRID EVENTS Innovation trend in live-marketing OCTOBER 2011 CONTENT _MANAGEMENT SUMMARY 03 _EDITORIAL 06 _INTRODUCTION 08 _RESULTS OF THE QUANTITATIVE SURVEY 13 _RESULTS OF THE QUALITATIVE SURVEY 20 _HYBRID EVENTS IN PRACTICE 26 _HYBRID EVENT STRATEGY TOOLS 28 _NEW COMMUNICATION RULES 29 _CONCLUSION 31 _GLOSSARY 34 _CONTACT 39 2 MANAGEMENT SUMMARY This management summary provides an over- view of the key findings of this study. The individu- al results are described in more detail in the following sections. _An event is the marketing measure with the highest contact intensity. Because of its reach, social media are a communication platform that has the greatest potential for brand-, pro- duct- and business communication. _To describe this combination, VOK DAMS has coined the term hybrid event. _In contrast to the purely additive aspect, the hybrid event describes the integrative interplay of social media and live-marketing. In this con- text, the term social media is defined broadly. It encompasses not only classic social media platforms, but also all web-based tools. _The integration of social media makes it possible to: _communicate in real time _interact with other people _create a common sense _enable access to the event in a playful manner _make inferences about the potential target group of the event _increase the identification with the programme _Hybrid events are participant-centred, not event-centred anymore. _Hybrid events solve an important challenge of events: the successful combination of reach and contact intensity. RESULTS OF THE QUANTITATIVE SURVEY: _75 % (and 64 % B2B) of all businesses surveyed are already present on social media. _Social media networks are the top communica- tion tool. _51 % (and 45 %) think that social media will gain in importance. _It is assumed that the mobile internet has a particularly high potential. _ The hybrid event (the combination of social me- dia and event) is considered the most relevant communication measure. 3 MANAGEMENT SUMMARY RESULTS OF THE QUALITATIVE SURVEY: According to the respondents, the most important success factors for the use of social media are: _Synergy effects of integrated communication _Enabling viral communication _Appropriate seeding for widespread distribution of information _Strong and relevant contents _Opportunities to design user-generated content According to the respondents, the future pros- pects of hybrid events are: _The combination of social media and events will increase _Technological innovations make new event formats possible _Stronger connection of online and offline events _More efficient event concepts _Stronger integration of hybrid events into the communication mix 4 MANAGEMENT SUMMARY HYBRID EVENTS IN PRACTICE BEFORE THE EVENT: _Integration into existing internet platforms _Development of individual platforms _Apps for smartphones DURING THE EVENT: _Event interactive wall _Event game wall _Event info wall _QR codes _Augmented reality AFTER THE EVENT: _Flashmob / Urban hacking _Documentation _Discussion forums _Online games HYBRID EVENT STRATEGY TOOLS: _Social media insights _Social media event monitor _Social media.content management NEW COMMUNICATION RULES: _Simultaneity _Response _Attention _Authenticity _Testing _Making it part of the communication _ Event and live-marketing specialists expect that in the future, social media will be an integral part of any successful event. _The hybrid event is the most innovative trend in live-marketing. 5 EDITORIAL THE WORLD OF COMMUNICATION IS CHAN- GING RAPIDLY The magic word is social media. No other discip- line has had such a lasting effect on the field of marketing. Today, technological possibilities al- low extreme simultaneity of event and communi- cation, as well as simultaneity of sending a message and receiving a direct response from the recipient. A response that is not only returned to the sender, but also disseminated via social media networks worldwide in a snowball effect. And because of mobile communication with, for example, smartphones, this happens in nearly every inhabited place in the world. It can only be conjectures what impact this has today and will have in the future on marketing specialists. Well- trodden paths have to be abandoned; new deve- lopments have to be continuously tested for their meaningful use. This applies to the classic marketing communica- tion as well as to events and live-marketing. Thus, at the beginning of this study, we propose the fol- lowing risqué hypothesis: “In the future, no event will be successful unless it involves social media.” This study will explain why hybrid events are a new dimension of event communication. First of all, the hybrid event stands for the combination of social media and event. VOK DAMS has coined the term to describe the integrative – in contrast to the purely additive – interplay of social media and live-marketing. In this context, the term social media is defined broadly. It encompasses not only classic social media platforms (such as Facebook, XING, Twit- ter, YouTube, etc.), but also all web-based tools that can be used during an event, and that can enable a genuine interaction of the visitor (Apps, QR codes, augmented reality, etc.). 6 EDITORIAL Four central questions have guided us through this study: _“What are the reasons for the growing impor- tance of social media?” _“What does the future of social media and events look like?” _“How are hybrid events implemented?” _“What effect do social media have on the communication with our target groups?” Our study on hybrid events is not restricted to the theoretical presentation of facts and results, but shows how the knowledge gained can be put into practice. Hence, the following pages shall provide infor- mation, food for thought and inspiration for your day-to-day work. We hope you’ll enjoy reading our study. Wolfgang Altenstrasser Director 7 INTRODUCTION Social media have become a contact point bet- ween businesses, brands, products and consu- mers. The advantages are obvious. The social web in- tensifies the communication between people. A large number of people communicate with each other in real time, without any limits and via mul- timedia. Even on a small budget, communication can be very successful. While many innovative concepts have already been tried and tested in the classic disciplines of the marketing mix, the full potential of events and live-marketing has not been realized yet. Tradeshows, conventions, product launches and company anniversaries will continue to take place in the real world, but they will be supplemented by the internet and the infrastructure of the social media application. It will thus be possible to invite participants, to interest them, to get them invol- ved and to continue the dialogue after the actual event. The physical, real event as the strong, emotional primary event is thus extended by an event on the internet, the secondary event. The hybrid event – that is, the integrative inter- play of social media and event – supports the trend towards the democratization of business communication. Communication is increasingly shaped by user-generated content, shifting the focus from the company to the users. The hybrid event opens up a new dimension for achieving classic goals of an event – in-depth information, more motivation and, above all, a genuine in- volvement of the participants. Social media activities can be implemented in all phases of an event. 8 INTRODUCTION HYBRID EVENT Businesses want customers to become their fans – because fans forgive, as many briefings provi- ded to communication agencies prove. They speak about increasing the number of fans signi- ficantly, entering into a direct dialogue, asking for feedback or positioning products in the lifestyle sector The influence on the number of fans is of particu- lar importance, since/because the identification with image, product and brand values guarantee economic success. Word-of-mouth is the new currency of the 21st century. 78 % of people trust personal recommendations. To take advantage of this fact, experts in marketing strategy favour Facebook above all other social networks. This is hardly surprising since it is the largest and fastest growing social platform in Germany, as the latest figures of BITKOM show. 9 INTRODUCTION BITKOM Social media now link the relevance of informati- on with a recommendation. Users choose infor- mation that is relevant to them, recommend it, discuss it online, comment on it. RELEVANCE AND RECOMMENDATION Social Media RELEVANCE RECOMMENDATION = Added value = Dialogue live Social media and also live link relevance and recommendation. 10 INTRODUCTION Hybrid events solve an important challenge of events: the successful combination of reach and contact intensity. The event establishes the inten- sive contact to the participant. The number of contacts is increased via mobile marketing and classic communication; the contacts are expo- nentiated and intensified at the same time via so- cial media networks. SYNERGY POTENTIAL The user-generated event becomes reality. For business communication, it is important to under- stand the function and effect of social media in order to assess what makes sense for one’s own business. This study also deals with questions about the changes in the communication behavi- our of the target groups, the most popular web- based channels and the potential of hybrid events – the combination of event and social media. One crucial factor is, of course, the right content that is of benefit to my business. Only recently did Germany’s most famous blogger and marketing expert, Sascha Lobo, demand, in his usual provo- cative manner, that the blogger community ac- tively disseminate relevant content. He defines the hybrid event as “a kind of twin – if the right people come together in the right environment, they can inspire each other like nowhere else”. 11 RESULTS OF THE QUANTITATIVE SURVEY The survey carried out by the VOK DAMS.Institute for Live-Marketing comprises a qualitative and a quantitative part. 1,053 marketing professionals participated in an online survey. In addition, in- terviews were conducted with 73 experts to ask them about the application of social media in their business communication.
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