11. State of the Nation(Glasgow) Glasgow Marketing Bureau secured £131M 2010 Hotel occupancy in Glasgow the highest level in a decade Room Yields have increased 15% to £64.61 from £54.65 in 2009 Glasgow enjoyed the highest year to date occupancy (78.9%) of any Scottish city – the first time ever in its history
12. State of the Nation(Edinburgh) Edinburgh Convention Bureau secured £74.2M ahead of a target of 73.9M in 2010 For the 10th consecutive year, Edinburgh was voted the UK’s favourite city in the Guardian, Observer and guardian.co.uk Travel Awards 50% of the conferences confirmed by ECB are worth in excess of £0.5 million In 2009-10 Edinburgh hosted 257 meetings attended by 58, 277 delegates
13. State of the Nation(National and International) The global value of business tourism is estimated to be in excess of £40 billion Business tourism is the fastest growing sector in world tourism and represents 28% of inbound tourism into the UK The UK is the 5th most popular destination for international association meetings, after the USA, Germany, Spain and Italy A trend survey from UKEMTS suggests that events spend last year topped 16.3bn nationally! 1.3m business events.
14. State of our Nation It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.
15. State of our Nation It is estimated that the Scottish market brings in business tourism is worth £827m annually And accounts for 20% of total tourism spend.
18. Sustaining a Competitive Edge: Opportunities and Challenges facing the Scottish Events Industry Dr Jane Ali-Knight Director, Edinburgh Institute: Festivals, Events and Tourism Edinburgh Napier University Conference Scotland, Friday 2nd September 2011
28. Creating the Festival and Event Managers of Tomorrow.... Challenge: Traditional Management Approach v Event-Specific Approach 1999 Business Tourism Forum report found event and conference industries required enhanced negotiation skills, higher client management skills, detailed knowledge of venues, ability to anticipate clients needs and to suggest solutions to problems.
29. Creating the Festival and Event Managers of Tomorrow.... Attractiveness of the industry makes it highly competitive therefore emergence of college and universities courses People employed in events tend to be highly educated (Goldblatt 2000). 79% degree and 15% post grad degree (US 1996) UK 2002 survey support this – 66% to degree level Increased recognition of events management qualifications and as a subject association in its own right Formation of AEME (Association of Events Management Education) in April 2004 – now 36 members Over 40 HE/FE providers in the UK alone - Plethora of courses at undergraduate level since its first course in 1996 Leeds Metropolitan University has over 1000 students studying on its Undergraduate courses. UCAS search brought up 406 courses Developments at postgraduate level Increasing professionalism of industry, rise of executive education
30. .......Globally Strong tradition of Events Management Training in Australia and North America America – tradition of Events Management Education and first Certified Special Event Professional Certifications – George Washington University Event Educators Forum 2004 identified over 200 courses in Australia increased growth esp. after 2000 Olympics. This is being mirrored internationally eg: in Macao 2 institutes offer Event degree programmes. Course being developed in emerging event destinations ie: Gulf region, South East Asia
53. This much I know... Grace Owen, JISC www.jisc.ac.uk about Hybrid Events
54. Where it all started It all started with a hashtag! Event ‘amplification ‘ Hybrid Event
55. JISC Conference 2011 Separate ‘online’ programme of activities Online ‘host’ based in a studio at the event Integrated video/audio/slides livestream Polls and remote question moderation Twitter Lanyrd, LinkedIn
56.
57. What if there’s no budget?! Just stream slides and audio Authorstream (www.authorstream.com) Video and slides – use free streaming service Ustream JustinTV
58. Final thoughts Check what your budget is! What resources do you have available? You are creating 2 events – the physical and the online! Don’t be afraid to experiment
98. Social Media to Promote Events Capitalising on the Opportunity
99. 5 Top Tips Will cover 5 top tips to promote your events using social media To assist in increasing awareness, spread the word & deliver your goals
100. Top Tip #1: Blog About it Set up a blog / website (e.g. Wordpress) Enable online bookings Ensure integrated / signposted through other channels Add blog posts before, during and after event Live blogging can create the buzz
101. Top Tip #2: Use Twitter Set up Twitter account for Conference or use existing company one Follow conversations & find/choose hash tag Tweet blog posts & conference news Live tweeting at event Start creating the buzz
102. Top Tip #3: Set up a Facebook Page Set up a Facebook fan Page (if relevant) Link up Twitter & Blog Set up event on page Post photos to Fan page and get people to tag themselves Build buzz & interest
103. Top Tip #4: LinkedIn Get involved in groups where your audience are Integrate Twitter into your profile Integrate Blog into personal & company profile Set up as event on LinkedIn Think about setting up group specifically for event to enable people to network
104. Top Tip #5:Optimise for Social Sharing Ensure Hash Tag & Twitter / Facebook account on delegate packs High speed WIFI accessible Live stream event Get people interacting using social media Listen to your audience for feedback
105. Thanks for your time Any questions will be covered on the panel Contact details: Email: charlottebritton@makomarketing.co.uk Twitter: @makomarketing / charlottebritto
109. "Editing a newspaper at the start of the 21st century is a tough job. The concept of mediating world events to a select group of readers has been blown apart inside a decade. Reporters, writers, editors and printers are wandering round like victims of a bomb blast, enveloped in a cloud of digital dust. The profession of journalism staggers about, choking for air. Nobody knows quite what is happening.” Simon Jenkins
131. Future Challenges Infrastructure Changing markets / Competition Geopolitics Technology Demographics Consumer behaviour Economics Employment market Source - The Economic Contribution of the Visitor Economy: UK and the Nations – June 2010, Deloitte
132. A Single Voice – Why? Two Governments The Independence question? Local income tax One voice 2014 Jobs Can we afford not to?
Thank you Richard.Good afternoon everyone both here in Edinburgh and online. Thank you for inviting me here today.I’m Grace, I work in the Marketing and Communications team at an organisation called JISC. For those of you that have never heard of JISC, we are the UK’s expert on information and digital technologies for UK education and research.JISC provides resources, knowledge and expertise that colleges and universities would struggle to source individually due to cost and resource. Events are a major part of JISC’s corporate outreach communications strategy as a dissemination, engagement and consultation channel. The JISC annual conference has been the biggest event in the JISC calendar year and one of the biggest in the sector. It changed a lot over the years and this year was the first year that we really moved in the direction of a hybrid style event.
The journey towards a more hybrid or blended event model for JISC has been a long journey and one of experimentation, taking risks, making a few mistakes and learning from them.We started experimenting back in 2007 with Twitter by introducing a conference hashtag to harness the backchannel of chat going on. Most people thought it was a total waste of time and just did not get what on earth it was all about or what the point of it was. It was confined to a very small number of uber-geeks who appeared to be swopping digital notes about complete gibberish amongst themselves making it all rather exclusive. 4 years later, look at the power of Twitter today. In 2008 the JISC annual Conference hashtag was actually the number 1 trending hashtag over a period of 24 hours – that was how little Twitter was being used in that way at the time. The following year we added a livestream video and again used Twitter as an online engagement channel. This allowed people to watch the main plenary sessions of the conference and follow and take part in the twitter stream via the conference hashtag.This proved a pretty successful formula for a few years until we decided to up the ante again this year and turn the ‘amplification activities’ around our annual conference to ‘online engagement’ activities. We wanted online followers to be able to interact and actually feel as if they were actually participating in the conference as opposed to just watching or following it with a bit of Twitter action here and there.
Online delegates will just not get the same experience of the event as those attending in the room. Physical events do not always translate directly to the digital world in the same way that something designed for print often looks horrible if just plonked straight onto a webpage. So we enhanced things a little for our online audience specifically and stopped treating them like a second class delegate:- created a whole separate programme for online participants. For me this is essential if you are to turn your events into true hybrid or blended events. This comes with a health warning as we learnt that you really need to spend as much time planning the online programme as you do the physical programme as filling just 1 minute of time is actually quite hard on the hoof so it needs careful content planning and lots of plan bs!!!- Had an online host, kind of like a TV presenter, who was based in a studio that we set up at the conference (we used one of the conference rooms), he introduced the whole online programme, the livestreamed sessions, held interviews in the studio during tea breaks and lunch, we also had a panel discussion during lunch which involved online participants sending in questions for the panel. The host led all of this throughout the day. as expected we livestreamed all the main plenary sessions using the Mediasitelivestream platform which is being used today, and also livestreamed the most popular breakout sessions to add to the online programme.we conducted polls and took questions for Q&A sessions through Twitter and Mediasite (using a person who acted as their voice at the conference) Twitter once again played a big part, we had a Twitter microblogger who was the official Conference Twitterer, using a corporate account set up for the conference tweeting out short soundbites from all the main sessions. We also had a team of people monitoring the twitter feed retweeting stuff, responding to people and sending out more administrative or general announcementsFinally in the run up to the conference we set up a dedicated group on LinkedIn for the conference and advertised it through the main event webpage, encouraging those on LinkedIn to signup to see who else was going and see if they could make any useful connections.We also put the event on a handy site called Lanyrd. This is a Twitter related site that allows people on Twitter to search for events they might be interested in and indicate if they are attending or following it. Essentially another useful social media networking tool.-
All this stuff, the livestream, the twitter feeds and the social media links we put into a specially created page – or a ‘one stop shop’ page, Allowing online participants to have everything they needed to be able to fully engage the event in one place.
All this comes with a health warning as it needs a lot of people to pull it off and you need budget! So, if you or your client have little or no budget there are a few ways and means of doing it on a shoestring that we have tried or know about at JISC: if you have no money you could just stream the presentations and the audio using Authorstream – slides go out live and people can watch them and listen to the presentation and perhaps discuss them in a chat room or on Twitter. The best bit is it is completely free. If you have a bit of budget you could hire a camera crew and film and mix the presenter and presentation slides and stream it via a free streaming service such as Ustream or JustinTv. These are totally free. - finally if you find some cash down the back of the sofa you could just get the professionals in like Gareth from Saville AV to do the whole lot for you and make it look shiny and fancy. This costs more obviously but worth it if you have the budget.
A few last thoughts before I finish to wrap upIf you want to make your event a hybrid event Check what you can afford! Obvious I know but it greatly affects what you can do, but as I said before you can still do something with nothingHybrid events require a lot work and a lot of people to pull them off, they come with a health warning so be realistic and plan planplan3) You are essentially creating 2 events – the physical element and the online element and they can be different and need to be given equal treatment in the planning process4) Finally don’t be afraid to experiment and be up front if you are doing something for the first time, online audiences are very forgiving and appreciate your efforts, so give it a go.
