an investigation into the use of social media marketing and measuring its effectiveness in the...

16
ENTER 2014 Research Track Slide Number 1 An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry Alessandro Inversini Emma Sykes School of Tourism Bournemouth University, United Kingdom [email protected] [email protected]

Upload: ifitt

Post on 15-Jan-2015

188 views

Category:

Social Media


2 download

DESCRIPTION

An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

TRANSCRIPT

Page 1: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 1

An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

Alessandro InversiniEmma Sykes

School of TourismBournemouth University, United Kingdom

[email protected] [email protected]

Page 2: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 2

Introduction

In the last few years it has been shown an increase up to 90% of event producers using one or more

social platforms (Hughes, 2012).

Page 3: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 3

Social Media

• Social media is a popular marketing tool• Difficulties persists particularly related to:

– ROI & effectiveness (Hoffman and Fodor 2010, Dzamic,

2012). • Several authors/organizations proposed

– frameworks – measurement metrics

Page 4: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 4

Measurement is a vital part in the success of social media (Murdough 2009; Solis 2011).

Page 5: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 5

Social Media Measurement (i)

The literature reveals a number of social media measurement words,

– loyalty (e.g. Evans, 2008; Castronovo and Huang, 2012)

– influence (e.g. Blowers, 2012)

– awareness (e.g. Fisher, 2009; Hoffman and Fodor, 2010)

– engagement (e.g. Li, 2010; Sterne, 2010; Blowers, 2012)

– reputation (e.g. Dzamic, 2011; Marchiori and Cantoni, 2012)

Page 6: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 6

Social Media Measurement (ii)

Examples of measurement frameworks– Social Media Council Framework (IAB SMC, 2010)

– Social Media Strategy Funnel (Schottmuller, 2012)

– Social Media Measurement Framework (Owyang and Lovett, 2010)

– Community Engagement Framework (Powell et al.,2011)

– The Engagement Pyramid (Li, 2010)

Page 7: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 7

Why Event Industry?

• From 30% to 90% of event producers using one or more social media platforms. (Hughes, 2012) – Twitter to increase engagement both before an event

(Hambrick, 2012) and during (Ross et al., 2011), remaining constantly in contact with attendees (Lee et al., 2012).

– Facebook enhances brand awareness and potentially result in the purchase of a ticket. (Ellison et al., 2007), aids interaction prior to an event (Lee et al., 2012).

Page 8: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 8

Research Objectives • To explore the effects of social media on marketing

communications in the technology events industry. • To understand whether event companies and

brands are employing consumer centric social media marketing strategies.

• To evaluate how event companies and brands are measuring social media in their marketing campaigns.

• To discover how extensively social media is used in the technology events industry and what channels are utilized during and after an event.

Page 9: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 9

Interviews

Company Participant (P) Function

A P1 Digital Media Marketing Manager

BP2 Marketing CoordinatorP3 Senior Conference Manager

CP4 Social Media AssistantP5 Marketing DirectorP6 President

Exploratory, multi-case study, qualitative approach.

Page 10: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 10

Effects of Social Media

“We saw an increase of almost thirty percent of new followers through Twitter...from our campaign compared to twenty-eleven” (P1A).

“On Twitter we used to have like eight thousand followers and we just actually this week hit the twenty thousand mark” (P3).

“Level of communication, engagement, response they were like...huge increase and really obvious” (P5).

Page 11: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 11

Measuring Social Media

“One thing I do is..I always measure is..the website traffic..that each..social channel generates to our website.” (P1)

“We use Google analytics so we track a lot of the like..the..we put links on like Twitter or Facebook, we put in tracking URL’s and then on the back end look at Google analytics”. (P2)

Page 12: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 12

Measuring Social Media

“If someone has ‘liked’ something so many times you assume immediately that you understand that this is something that they do..if they retweet”. (P6)

“I think the hardest thing is quantifying engagement it’s very difficult”. (P3)

Page 13: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 13

Audiences

“so we don’t really differentiate the audience right now” whilst further stating, “we’re just limited on resources..but that’s one of the things we definitely want to focus on more”. (P1)

Page 14: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 14

Social Media Usage

“Right now it is just kinda a drop in the bucket..but you know..we..I’m trying to let the senior level people know that it’s..very important” (P1)

“We are lucky over here because our MD is really social and he’s a marketing guy deep down..and he’s, you know massively into social media so we don’t have to..convince him of the sort of..need to use it”. (P3)

Page 15: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 15

Social Media Usage

“no person on the management team is going to care here if we go on about the fact that we got twenty thousand followers, it’s a nice number to say..but all they are going to be like is yes but how many did you convert”. (P3)

“she’s just going to care about the money”. (P3)

Page 16: An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

ENTER 2014 Research Track Slide Number 16

Conclusions• Increase in interactivity with customers in event

industry (Obj.1)

• Strategies are not explicitly consumer centric (Obj.2)

• Tangible measures are important for management. Frameworks are recognized as important but not used (Obj.3)

• The extent to which social media is used depends on management’s commitment (Obj.4)