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Best Practice of Social Media within the exhibition industry Kiev, 6 April 2011 2 3 16 months ago 4 IFEMA strategy IFEMA strategy Web 2.0 SOCIAL MEDIA EXPLOSION! 5 6 ALL TOOLS ARE ONLINE 0 A cost free strategy IFEMA

  1. Best Practice of Social Media within the exhibition industry Kiev, 6 April 2011

  2. 2

  3. 3 16 months ago…

  4. 4 IFEMA strategy

  5. IFEMA strategy Web 2.0 SOCIAL MEDIA EXPLOSION! 5

  6. 6 ALL TOOLS ARE ONLINE 0 € A cost free strategy

  7. IFEMA strategy � Global project on social networks � Development of institutional profile � Differentiated treatment for each fair, depending on: •Professional or public reach •Social repercussion •Fit with the profile of the different platforms � Provoke synergies between different profiles and channels and, at once, between all the various networks. � Community Manager: IFEMACommunication Dept. � Testing resources: •Phase 1. Own media •Phase 2. Working with specialised companies � Search for allies: bloggers 7

  8. 8

  9. Timeline 60,095 70 fans 60 50 40 30 20 10 0 2009 2010 2011 16 months 9

  10. Timeline 12.807 14000 followers 12000 10000 8000 6000 4000 2000 0 dic-09 ene-10 feb-10 m ar-10 abr-10 16 months 10

  11. 11

  12. Success stories facebook.com/cibelesmfw VÍDEO 12

  13. 13 Success stories

  14. Success stories The power of blogs | bloggers VIRALITY!!! personal BLOGS 14

  15. Success stories facebook.com/soycibelino Cibelino is a person with an interest for fashion, catwalks, the latest trends, street style, design, music, art… Cibelinos project a fresh look, trendy, avant- garde, and imaginative personality . 15

  16. Success stories Initiatives to stimulate participation Cibeles MFW Opens its catwalk to people on the street! Through the “Soy Cibelino” profile on Facebook, young fashion lovers are invited to take part at the Cibeles Madrid Fashion Week fashion shows. 16

  17. 17 900 hopefuls 60 finalists Success stories

  18. Success stories 18

  19. Success stories Initiatives to stimulate participation FLASH MOB To publicise the Soy Cibelino community, on the eve of its 52nd edition CMFW organised the first Fashion Mob in Spain to choose the boy and girl with the most Cibelino look. Over 100 flashmobbers dance to rhythm of Cibeles in the centre of Madrid 19

  20. Success stories Initiatives to stimulate participation CIBELISE YOUR OWN T-SHIRT T-shirt design competition to reinforce the “Soy Cibelino” brand. Aimed at illustrators and designers who use the “Soy Cibelino” logo in the most original way. Over 140 designs 20

  21. Success stories Initiatives to stimulate participation WOW!!! 21

  22. 22 PROFESSIONAL NETWORKING linkedin.com/company/ifema Success stories

  23. Success stories facebook.com/invisibleimprescindible SIMO Network defends the key role in businesses of computer professionals with the creation of a PAGE for the exchange of opinions, discuss concerns and meet new colleagues. The goal is to lend them visibility and make them an integral part of the fair. 23

  24. Success stories Initiatives to stimulate participation TICcionary A humorous dictionary of technological terms, made by followers of the page. Blackberry: American actress who won Oscar for Monster´s Ball 24

  25. Success stories Initiatives to stimulate participation MEETUP All followers were invited to a meeting at SIMO Network with Enrique Dans, one of Spain’s most famous bloggers . The conference had 1200 accumulated visits on Twitter. INVISIBLE IMPRESCINDIBLE T-SHIRT Designed exclusively for this page, as an element to make followers visible when visiting the fair. 25

  26. 26 Initiatives to stimulate participation Success stories

  27. Success stories @Fitur_Madrid facebook.com/fitur 2.424 followers 10.512 fans Number of followers doubled during the fair 27

  28. Success stories Initiatives to stimulate participation TRAVELLING MEETUP Brought together all segments to share experiences. The audience: 2000 SPEAKER CORNER A space for globetrotters to share recommendations on destinations and routes with the rest of visitors 300 interventions 28

  29. Initiatives to stimulate participation Success stories facebook.com/arcomadrid ► Digital meeting with fair director: > One hour > Live > Over 50 responses ► Photography Competition 30 Anniversary > More that 200 entries > 3 winners > Prize: guided visits 29

  30. Success stories Initiatives to stimulate participation @feriaARCOmadrid ► Official twitter selection competition > 10 finalists (two pre day) ► “#feriaARCOmadrid” was listed among the top twitter trends during ARCOmadrid week. 30

  31. Success stories “Is there Art in Twitter?” report by “Arte Informado” The results of this study, the first carried out in the art world in Spain into Twitter, endorses the 5 days effectiveness of a communication strategy like 3417 mentions that developed by the ARCOmadrid community manager. 31

  32. 32 Latest from ARCOmadrid on Flickr Success stories

  33. 33 Development of free ARCOmadrid app for smartphones Success stories

  34. Information and conversation on Web To make network dialogues more visible, IFEMA is adding to all its portals a contents manager to feature all the activity generated (Twitter and Facebook). 34

  35. Conclusions Social networks offer IFEMA a platform for communication, interaction and dialogue that benefits: Exhibiting companies Visitors Fair International projection platform with benefits such as: Reducing economic investment Minimise promotional efforts Immediate response | Call Center Readdress negative information Promote products Capture visitors Agile constant information Meeting Point Positioning in search engines 35

  36. 36

  37. 37

  38. www.ifema.es

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