This is just a quick note to share that I’m planning to attend the following forums on Digital Transformation, Customer Experience and Big Data in Chicago. Let me know if you will be there and let’s plan to meet. Thanks to Argyle’s team for their kind invitations.
See you there : )
“New research indicates that Webinars [and social media platforms], now well-established as a vital marketing tool for many companies, continue to rise in popularity. Almost 75% of companies surveyed recently by DemandGen Report have increased the frequency of webinars they host […] 84% use webinars for lead generation, 75% have increases frequency of webinars in the past year, more than 50% use LinkedIn and Twitter for webinar promotion […] it’s a 360-degree approach before, during and after a webinar.” – “Maximizing Webinars with Social and Interactive Engagement” by DemandGen. Research sponsored by GoToWebinar in 2010.
“1.83M corporate and business meetings, trade shows, conventions, congresses, incentive events and other meetings take place in the U.S., resulting in: $280B in direct spending, 1.78M U.S. jobs, $115B contribution to GDP, $28B in federal, state and local tax revenue, $66.8B in U.S. labor income […] contribution to the U.S. GDP is greater than, for example, motion picture/recording industry ($113B), performing arts/spectator sports/museums ($87B) and information and data processing services ($80B). Combined direct, indirect and induced effects of the meeting industry to GDP total $393B.” – “2012 Economic Significance Study” by PwC for the Convention Industry Council.
I am reviewing my notes from a discussion that I facilitated in 2009 here in Chicago. Frost & Sullivan’s Executive MindXchange program invited me as a thought leader to an event focusing on social media in the enterprise environment. We were addressing the future marketing impact of online tools such as webinars and social networking platforms. Some comments pointed to rapid growth cannibalizing budgets otherwise allocated to conventional events.
That discussion led to a scenario where companies would undertake more online marketing activities while downsizing the scope and scale of efforts traditionally devoted to industry trade shows and conventions. In hindsight, the paradox is that online communications and social media’s growth might have helped foster participation in conventional events instead. I am thinking of two factors worth considering as follows.
First, new technologies have lowered barriers and democratized access to communication channels. There now is a higher signal-to-noise ratio and, therefore, a more pressing need to clearly standout and differentiate. Second, analytics have become of the essence and relationships are king.
We are now paying far more attention to metrics dealing with: reputation, engagement depth and quality, meaningful conversations, leads and conversions and, most importantly, experiences and relationships. In this context, meeting in person and capturing someone’s undivided attention with a compelling demonstration experience can make all of the difference. I am thinking of businesses where personal relationships are paramount whether we are talking about decision makers and/or influencers.
As a result both online and conventional activities happen to be growing for many of us. I just took a quick look at my involvement in 50+ industry events since 2008 and created the above chart. I was interested in getting a feel for the relative share of the roles I get to play. Public speaking engagements and demonstrations of emerging and next generation technologies account for 50%. This is intertwined with social media as consultaglobal, my former blog and network on innovation management registered 500,000+ views while innovarista (this new blog) is picking up the pace.
The above chart lists countries ranked by viewership. I would just like to share that couldn’t be happier about innovarista.org’s traction after having written just 30 posts.
I would like to express my gratitude to those of you who are visiting as well as anyone connecting over other other platforms such as the ones listed on the right side of this blog, all of which are showing growth metrics too. I am also grateful to Nowspeed’s Olivier Sartor whose social media training makes all the difference and to Cindy Bergevin who is heading Communications for Cloud at Alcatel-Lucent.
Innovarista’s activity levels are very encouraging and I will continue to develop content for my blog. At the time of writing this, my thinking is to keep sharing insights on (1) “innovation management,” (2) “marketing for high tech” and (3) opinions on the specific set of “cloud computing” topics that my work focuses on. I think that it might also make sense to write a bit more about (4) some personal experiences. I also need to do work on various pages, which are now shown as placeholders.
Interestingly enough, innovarista’s social media engagements are mostly converting to one on one conversations over more conventional conventional tools such as LinkedIn personal messaging, email, phone calls and meetings. I am assuming that this has to do with the consulting nature of these interactions and, perhaps, sociodemographics for a professional community less inclined to leave open comments over social media.
My take is that the more anyone looks into engagement metrics and web analytics, the more we value the benefits of direct personal interactions and undivided attention. Quality conversations trump quantity in this case. This chain reaction leads to stronger personal relationships and high reputation levels where it actually matters.
Thanks again and greetings from Chicago.