Philippe le Roux, agence d’interactions, has a mission in life: connecting people in the new frontier. “Over the past few decades, we’ve developed effective marketing strategies for mass media. Now we’re facing another major shift as we leave behind well-known rules and formulas, entering new territory where Web interactions, social networks, and mobile communications have more impact than traditional media”
Throughout history, the youth of the day has told the world how they will change that world. Now, they show us how to change it! In a recent survey of how youngsters receive the daily news, 37% use their cellphone and 60% from their computer. Whilst there is still a small proportion utilising the television and newspapers, receiving news is no longer sufficient: young people want to share and discuss. An incredible 71% of today’s youth will be chatting whilst watching TV. Conversation is King.
So where does this leave us? It is not just communication in the future, it is how will those communication tools be used. It is the power of communication that astounds us…. Google, one of the top three companies in the world, has never advertised…. Their success is in the power of the communication. Conversation can make a brand or kill a brand, witness the demise of some companies! 90% of people surveyed (source Neilsen Co) have a degree of trust in a recommendation from people known to them, with 70% having such trust in consumer opinions posted on line.
What to do: “there are” said Le Roux “three basic strategies: Use the network effect and get people talking about your event; Build a Community by connecting attendants and speakers before the event, starting a conversation; and Spice the Experience, augmenting reality, physical connecting … and remember spouses have smartphones too and are very influential!”.
This powerful session at IAPCO’s 42nd Annual Meeting in Quebec was followed by one of IAPCO’s programmed working groups on maximising social media for your event, the outcome of which is a set of guideline, for members’ only, to enable them to enhance their clients’ and their events’ exposure and experience.
