Is social media based registration the future?

Twitter Facebook Google+ LinkedIn
Social media is clearly the future. Anyone that doubts this doesn’t have teenage children or needs to borrow some for a couple of hours. How can I say that? I was lucky enough to listen to Mark Stevenson (www.markstevenson.org) at last November’s ESSA G50+ Conference at Milton Keynes. One of the things that really hit home was that, as a business owner, was that I am employing a generation of people, much removed from my own, and I don’t know or understand how they communicate. Shortly after that I watched my school age daughter sit in my lounge with three friends. How were they communicating? Via iPad and, no, my lounge isn’t nearly that big. ‘Ah but that generation isn’t in business yet.’ I hear you say. No but they will be soon. I was also reminded of my sister-in-law who, whilst she won’t admit it, is closer to 50 than 40 and she lives on Facebook. Even an old dinosaur like me is now succumbing to the wiles of LinkedIn.So what is social media based registration? What it is not is a way to use your Facebook details or LinkedIn account to populate a registration form with some contact details. Pre-populated registration forms and even browser auto-fills do a far better and quicker job. Having a ‘use your LinkedIn account to register’ module on your online registration form without any other functionality is a bit like having Twitter and Facebook links but no-one in your organisation to deliver your Tweets and look after communication – pointless. Social media-based registration is actually a really powerful marketing tool and when event budgets are set, that’s where the cost should sit because that’s where the benefit is. Your social media registration should, apart from the obvious population of the registration form, do the following:1. Alert friends and business associates of the intention to attend via Social Posting2. Invite their friends and business associates via Social Emails3. Look at who is attending the event and network with them4. Arrange meetings at the event with other potential attendees ‘meet me at the bar’You want to be able to get all event participants to promote your event or, more simply, take part in advocate marketing. One such provider of the above is InGo. InGo (www.ingo.me) is an American company that offers, in my opinion, a better solution in that the social media tools are seamlessly integrated into the customer’s existing registration process. While other companies have their merits, we prefer the InGo approach and product. Working with an American company could have caused issues but we found InGo to be remarkably easy to work with and the technical side of the integration process far easier than anyone had expected. A real bonus has been the launch of InGo Europe covering the UK, Germany and Italy with InGo now available both in a sales and technical support environment here in the UK. The proof of the decision was to get an event live with an Interchange/InGo solution which didn’t take long. InGo had already been approached, on industry recommendation, by Grace Turner of Future Publishing about The Photography Show, 21–24 March 2015 at the NEC. The event is a mix of trade and consumer and an ideal showcase. InGo has had remarkable success in the US and has numerous examples of double-digit attendance growth. “We’ve had great success with InGo for ICFF. Through the use of this application we captured an 18.7 per cent increase in registrants,” said Joanne Wheatley, vice president of marketing services at Emerald Expositions. “ICFF utilised every opportunity available through InGo: they marketed aggressively and their social engagement was exceptional.”Will the Photography Show do the same? Is social media based registration the future? Absolutely it is. I am looking forward to working with Grace and her colleagues at Future to produce the evidence to show this and the success of our first venture in partnership with InGo. I am also really excited to have two more UK organisers signed up with events running in June with registration going live any day now and ongoing negotiations with a number of other prominent UK organisers. Watch this space!   This article was first published in the May issue of EN. Any comments? Email Annie Byrne
Twitter Facebook Google+ LinkedIn

Related Stories

Elsewhere on EN

Only one day left to get your EN Awards entries in

Only one day left to get your EN Awards entries in

Only one day left event profs! One day to make it count and enter your very best people, shows and companies into the 2017 EN Awards.
Movers & Shakers 18/01/16

Movers & Shakers 18/01/16

People moves at Inntel, Sodexo and BCD M&E and Zibrant Live!
Fast Forward 15 encourages future female talent to apply

Fast Forward 15 encourages future female talent to apply

Industry initiative Fast Forward 15 is looking for its third intake of mentees.

WATCH THE EN AWARDS 2016 HIGHLIGHTS


silverstream.tv

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.
2 Minutes with Sarah Mayo

2 Minutes with Sarah Mayo

Sarah Mayo, marketing director EMEA, Freeman and FreemanXP talks about her new role, playing golf with Westlife and the skills needed in our industry.

Latest News

Only one day left to get your EN Awards entries in

Only one day left to get your EN Awards entries in

Only one day left event profs! One day to make it count and enter your very best people, shows and companies into the 2017 EN Awards.
Movers & Shakers 18/01/16

Movers & Shakers 18/01/16

People moves at Inntel, Sodexo and BCD M&E and Zibrant Live!
Fast Forward 15 encourages future female talent to apply

Fast Forward 15 encourages future female talent to apply

Industry initiative Fast Forward 15 is looking for its third intake of mentees.

Latest Galleries

London Boat Show 2017

London Boat Show 2017

Award-winning British actress Joanna Lumley OBE was on hand when the London Boat Show officially opened to crowds at ExCeL London.
NHM’s last dance with Dippy

NHM’s last dance with Dippy

The Natural History Museum hosted a New Year celebration for 600 revellers to make history and be part of the final event with the iconic Dippy the Diplodocus in the Hintze Hall.
Christmas lunch at ExCeL

Christmas lunch at ExCeL

Mash Media, ExCeL London and Brand Events came together with other industry bodies to host a festive lunch across East End London for Newham communities.

Latest Opinions

30% of Confex exhibitors are NEW

30% of Confex exhibitors are NEW

The Confex Showfloor, always a hive of activity, colour and buzz, welcomes a host of new exhibitors bringing even more pizzazz with new and unusual venues and destinations from all over the globe.
10 years in the making

10 years in the making

As the association has gone from strength to strength over the last 10 years, Andrew Harrison, ESSA director talks achievements, expertise and knowledge.
The Dealmaker in January

The Dealmaker in January

Steve Monnington of Mayfield Media Strategies runs the rule over the latest global exhibition deals.