Champion Exposition Services Releases Findings from Survey on Use of
Social Media and Digital Tools by Associations
Results Indicate Widespread Adoption -- with Tools Being Leveraged
Throughout the Event Cycle. Opportunity for Exploiting These
Technologies to Their Full Potential Still Exists
SAN FRANCISCO--(BUSINESS WIRE)--Champion Exposition Services today announced the findings of its survey
on the use and adoption of digital tools by the association market. The
research study reveals that associations are making significant inroads
into integrating a variety of technologies and social media into their
event strategies, with 83% of respondents currently using one or more
digital tools, and 91% planning on using them in the next 12 months.
Respondents disclosed that social networks Facebook (67%), Twitter (54%)
and LinkedIn (48%) are the most commonly used new digital tools, and
detailed why and how they?re being used. The research indicates that
while social media tools are being adopted, associations are still in
the exploratory phase and are not yet exploiting these tools to their
full potential.
?Through talking to our customers it became apparent that social media
is increasingly important to them,? said Leslie Brand, Vice President of
Marketing for Champion Exposition Services. ?They want to know what
tools are working and how to best leverage them. This survey is an
opportunity for us to develop a benchmark for how these technologies are
changing events, and provide this shared knowledge with our community.
Immersa Marketing, Champion?s sister company and marketing arm has done
extensive research on the digital landscape ? defining what tools are
out there ? we leveraged that research in developing this survey.?
According to the survey, the pace of adoption will only increase in
coming years, as a key finding reveals that two-thirds (66%) of
respondents plan on incorporating more digital tools and experiences
into future events. None planned on using fewer tools in future event
cycles. A variety of factors are driving this rapid adoption, but the
study revealed that the primary motivation is attendee demand.
Sixty-nine percent of respondents stated that shifting attendee behavior
was the driving force behind incorporating digital tools into their
events.
?We will be using more digital tools in the next year,? said Frank
Gainer, Conference & Conclave Program Director, American Occupational
Therapy Association. ?If you want to survive and thrive, you better.
Social media is a must to get to the younger audience.?
Associations have incorporated social media?s use throughout the event
cycle, but aren?t yet taking full advantage of these technologies. All
respondents are using Facebook for pre-show attendee marketing (100%),
but fewer are leveraging the platform?s video applications (33%) or
discussion forum (48%) features. Similarly, with Twitter, those
respondents using the service are tweeting to create buzz pre-event for
attendee marketing (82%) or support PR efforts (68%). However,
associations are missing an opportunity to leverage Twitter as a back
channel at events by using session-specific hashtags to follow
conversations, facilitate Q&A or communicate with staff and speakers.
Only 36% are directing attendees to use direct messaging, and only 23%
are using hashtags to aggregate tweets.
Signaling the growing importance of digital tools in the rise of a new
position in the association market: One in five (18%) surveyed revealed
that they had hired a digital direct/manager to lead their social
media/digital solutions efforts. Associations are also seeing an impact
on their bottom-line as a result of leveraging digital tools. Eighteen
percent are seeing cost-savings from using social networks like Facebook
and Twitter to replace traditional marketing efforts and communication
with attendees. Thirty-three percent have been able to reduce their use
of direct mail thanks to including social media in their marketing mix.
Other findings in the study revealed that event-centric technologies
such as digital event platforms are gaining traction, with one in four
(28%) planning on using them in the coming year. Also, 7 in 10
respondents are actively producing, considering or interested in
pursuing virtual events. It?s interesting to note that the associations
surveyed are not intending to replace their live events with virtual
events, but are using virtual events to address a changing market by
generating additional revenue streams and offsetting travel and
attendance costs for exhibitors and attendees.
To learn more about the study?s findings and how associations are
implementing social media and digital tools, contact Leslie Brand at
415.655.2208 or leslie.brand@championexpo.com.
About Champion Exposition Services
Champion Exposition Services (?Champion?) is a leading provider of event
marketing services for tradeshows and corporate events. Champion has
been a driving force in the industry for more than 20 years. Recognized
as one of the top service providers in North America, Champion elevates
the impact that an event has on the community that it serves while
easing the planning and production process for show managers and
exhibitors. Champion delivers on this with its CODE of Service?Creative
solutions, Organizational tools, Dedicated account teams and Exhibitor
solutions. Champion is a part of the WCP Exposition Services Holding
Company, LLC ?WCP Expo,? which also includes Immersa Marketing and the
George Fern Company. WCP Expo is one of the largest event marketing and
service providers in North America with locations in over 25 cities and
more than 600 expert employees producing over 1500 events annually. More
information on Champion can be found at http://www.championexpo.com/.
WCP Exposition Services
Tami Carter, 415-230-3024
tami.carter@wcpexpo.comRead more