Based on social media applications, which are a purely technical infrastructure, the social web is developing into a new contact point between companies and consumers. Companies are increasingly using this contact point as one element of their communications mix. In doing so, companies aim to address their target groups more directly in order to encourage dialogue and establish a closer relationship with the consumer.
Perceiving the customer as partner at eye level is understood as the “new dominant logic of marketing”. Although social media are ubiquitous, the consumer becomes aware of only about two per cent of marketing messages. Precise planning, a sensible strategic approach and a radical break with the familiar marketing environment are extremely important in utilizing the social web.
This is the starting point of VOK DAMS’s study. It describes the success factors necessary for a social media marketing planning process focusing on planning, creating and seeding the campaign messages. The planning process developed is supported by the results of an empirical survey. The process shows where multipliers can be identified and integrated to increase the added value of the campaign. The communication behaviour of users was also examined to identify the most important reasons for communicating on the social web.
The topic of social media and event is not new to VOK DAMS, one of the internationally leading agencies for events and live-marketing. In numerous client projects as well as studies, workshops and information events, the Wuppertal agency has shown for many years how to combine social media and events successfully. To give this combination a name, VOK DAMS has coined the term “Hybrid Event”. The simple formula is: “Hybrid Event = Live-Event plus MoSoLo”. MoSoLo stands for mobile applications, social media and location-based services. This includes the entire range of interactive web applications – from an App for smartphones and tablets to web-based guest management tools, the integration of social media platforms, QR codes and augmented reality applications. Hybrid events as an integrated communications campaign are ideal for increasing the number and intensity of contacts, and represent the shift towards the user-generated event.
The study is available at www.facebook.com/vokdams or via email at info@vokdams.de
