Social media…is it critical toward sustaining event businesses in 2013 and beyond?

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Economists claim that the current economic malaise comes as a direct result of the volatility in today’s global economy and the increasing on set of nationwide austerity measures (EIBTM 2012). Despite this, Davidson (2012) argues that the global events sector can still look forward to another period of moderate expansion in meetings, events and business travel volume and spending in 2013. Technology has evolved rapidly in a manner that supplies event businesses, venues and planners with novel resolutions to facilitate them need to work more efficiently at all stages in the planning lifecycle (Davidson 2011). With the significant rise of social media event attendees have engaged willingly in these platforms. Furthermore, the growing trend of social media has compelled event planners to re-think how to organise and market events effectively and consider how social media should be integrated into an event strategy. Shang et al (2011) highlighted that businesses need to have a good understanding of the information shared on social media and how to manage it for the business to remain competitive and sustainable. However, information on the implementation of social media within event businesses is in limited supply in academic literature. Therefore the purpose of this paper is to provide essential knowledge to current and potential events businesses in order to gain competitive advantage and sustain a successful events business model. It will review event marketing literature, explore the features of contemporary event marketing with a primary focus on social media and Web 2.0 technologies and evaluate their role within an integrated marketing strategy toward securing a sustainable business model for events companies. The research was qualitative in nature, with the main data collection methods being in-depth interviews and focus groups. Focus groups enabled the researcher to observe and comprehend the context within which decisions and action occur mirroring the activities of social media where decisions and actions are taken after posts or comments have been made. Findings suggest that event planners are using social media at all stages of the event planning process: for promotion, awareness, engagement and feedback. It was evident that it is still a new tool within the industry and that many event planners have not fully embraced all of its features. However, interaction and engagement with event attendees is a particular element of social media that event planners are embracing to gain the trust of their consumers and secure audiences strategically. Bolan et. al (2012) emphasised that events revolve around communication and interaction and that social media is an essential element of successful event business models. The research also highlighted that social media enabled planners to promote and market events to thousands of people in seconds before, during and after the event and also more interestingly to non- attendees. The research recommends that event businesses embrace new technologies such as social media, become fully literate in their features and engage with event attendees at all stages of the event planning process toward securing a sustainable events business model for 2013 and beyond.
LanguageEnglish
Title of host publicationUnknown Host Publication
Number of pages0
Publication statusPublished - 17 May 2013
EventCouncil for Hospitality Management Educators - Queen Margret University Edinburgh
Duration: 17 May 2013 → …

Conference

ConferenceCouncil for Hospitality Management Educators
Period17/05/13 → …

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Social media
Business model
Planning process
Interaction
Event marketing
Focus groups

Keywords

  • Social Media
  • Integrated Marketing Communications
  • Sustainable event businesses.

Cite this

@inproceedings{1b157b2448fa4e9fbb41b221ec0c3a34,
title = "Social media…is it critical toward sustaining event businesses in 2013 and beyond?",
abstract = "Economists claim that the current economic malaise comes as a direct result of the volatility in today’s global economy and the increasing on set of nationwide austerity measures (EIBTM 2012). Despite this, Davidson (2012) argues that the global events sector can still look forward to another period of moderate expansion in meetings, events and business travel volume and spending in 2013. Technology has evolved rapidly in a manner that supplies event businesses, venues and planners with novel resolutions to facilitate them need to work more efficiently at all stages in the planning lifecycle (Davidson 2011). With the significant rise of social media event attendees have engaged willingly in these platforms. Furthermore, the growing trend of social media has compelled event planners to re-think how to organise and market events effectively and consider how social media should be integrated into an event strategy. Shang et al (2011) highlighted that businesses need to have a good understanding of the information shared on social media and how to manage it for the business to remain competitive and sustainable. However, information on the implementation of social media within event businesses is in limited supply in academic literature. Therefore the purpose of this paper is to provide essential knowledge to current and potential events businesses in order to gain competitive advantage and sustain a successful events business model. It will review event marketing literature, explore the features of contemporary event marketing with a primary focus on social media and Web 2.0 technologies and evaluate their role within an integrated marketing strategy toward securing a sustainable business model for events companies. The research was qualitative in nature, with the main data collection methods being in-depth interviews and focus groups. Focus groups enabled the researcher to observe and comprehend the context within which decisions and action occur mirroring the activities of social media where decisions and actions are taken after posts or comments have been made. Findings suggest that event planners are using social media at all stages of the event planning process: for promotion, awareness, engagement and feedback. It was evident that it is still a new tool within the industry and that many event planners have not fully embraced all of its features. However, interaction and engagement with event attendees is a particular element of social media that event planners are embracing to gain the trust of their consumers and secure audiences strategically. Bolan et. al (2012) emphasised that events revolve around communication and interaction and that social media is an essential element of successful event business models. The research also highlighted that social media enabled planners to promote and market events to thousands of people in seconds before, during and after the event and also more interestingly to non- attendees. The research recommends that event businesses embrace new technologies such as social media, become fully literate in their features and engage with event attendees at all stages of the event planning process toward securing a sustainable events business model for 2013 and beyond.",
keywords = "Social Media, Integrated Marketing Communications, Sustainable event businesses.",
author = "Nikki McQuillan and Laura McKeown",
note = "Reference text: References: Berthon, P.R., Pitt, L.F, Plangger, K. and Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55, 261-271. Bolan, P., Kearney, M. and Smyth, I. (2012) The impact of social media on tourism events: exploring and harnessing the Web 2.0 landscape to maximise success. Conference paper at: International Conference on Tourism and Events: Opportunities, Impacts and Change, June 20-22, 2012, Belfast, Northern Ireland. Boyd, M. and Ellison, N. (2007) Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 210-30. Boyd, D., Golder, S. and Lotan, G. (2010) Tweet, tweet, re-tweet: conversational aspects of re-tweeting on twitter. Proceedings of the 43rd Hawaii International Conference on Social Systems. HI: Kauai. Casteleyn, J., Mottart, A. and Rutten, K. (2009), How to use facebook in your market research. International Journal of Market Research, 15 (4), 439-47. Chang, Hsia C. (2010), A new perspective on twitter hashtag use: diffusion of innovation theory. Proceedings of the American Society for Information Science and Technology, 47 (1), 1-4. Cowlett, M. (2011) A social insight (A special report on market research). Marketing Magazine, 31-34. Chu, S. (2011) Viral advertising in social media: participation in facebook groups and responses among college-aged users. Journal of interactive advertising, 12 (1), 30-43. Crowther, P. (2011) Marketing event outcomes: from tactical to strategic. International Journal of Event and Festival Management, 2 (1), 68-82. Davidson, R. (2011a) EIBTM 2011 Industry trends and market share report. Spain. Available from: http://www.eibtm.com/files/2011_eibtm_industry_report.pdf [Accessed 16 February 2013]. Davidson, R. (2011b) Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2 (2), 117-138. Davidson, R. (2012) EIBTM 2012 Industry Trends and market share report. Spain. Available from: http://www.eibtm.com/page.cfm/link=268 [Accessed 16 February 2013] Duncan, T. (2002), IMC: Using advertising and promotion to build brand. International edition, New York: McGraw-Hill. Eagle, L., Kitchen, P.J. and Bulmer, S. (2007), Insights into interpreting integrated marketing communications: a two-nation qualitative comparison. European Journal of Marketing, 41 (7), 956-970. Ellison, N.B., Steinfield, C. and Lampe, C. (2007) The benefits of facebook friends: social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12 (4), 1143-1168. Fill, C. (2002), Marketing communications: contexts, strategies and applications, 3rd ed., Harlow: Financial Times Prentice-Hall. Getz, D. (2005), Event management and event tourism, communication corporation. New York: Elmsford. Gillin, P. (2007), The New Influencers: A marketer’s guide to the new social media. California: Quill Driver Books. Haythornthwaite, C. (2005) Social networks and internet connectivity effects. Information, Communication and Society, 8 (2), 125-47. Hede, A. and Kellett, P (2011) Marketing communications for special events: analysing managerial practice, consumer perceptions and preferences. European journal of marketing, 45 (6), 987-1004. Holm, O. (2006) Integrated marketing communications: from strategy to tactic. Corporate Communications: An International Journal, 11 (1), 23-33 Holzner, S. (2008) Facebook marketing: leverage social media to grow your business. Indianapolis: Que. Kietzmann, J. H., Hermkens, K., McCarthy, I. P. & Silvestre, B. S. (2011) Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, 54 (3), 241-251. Kitchen, P.J. and Pelsmacker, P. (2004) Integrated marketing communications: a Primer. London: Routledge. Kwon, E.S and Sung, Y. (2011) Follow me! Global marketers’ twitter use. Journal of interactive advertising, 12 (1), 4-16. Masterman, G. and Wood, E. (2005), Innovative marketing communications: strategies for the events industry. Oxford: Elsevier. Owen, E. (2012) Bushmills runs facebook competition for distillery festival. Marketing Magazine. Available from: http://www.marketingmagazine.co.uk/news/1121408/Bushmills-runs-Facebook-competition-distillery-festival/ [Accessed 14 February 2013]. Prodhan, G. (2011) Marketers struggle to harness social media. IBM survey. Protalinski, Emil (2012). Facebook has over 845 million users. ZDNet. Available fromhttp://www.zdnet.com/blog/facebook/facebook-has-over-845-millionusers/8332 [Accessed 14 February 2013]. O’Reilly, T. (2005), What is Web 2.0? Design patterns and business models for the next generation of software. Available from: http://oreilly.com/web2/archive/what-is-web-20.html [Accessed 14 February 2013]. Pelling, E. and White, K. (2009) The Theory of planned behaviour applied to young people's use of social networking websites. Cyberpsychology & Behavior, 12 (6), 755-59. Pitta, D.A., Weisgal, M. and Lynagh, P. (2006), Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing, 23 (3), 56-66. Prakash, K. and Sharma, R. (2010) Megamarketing an event using integrated marketing communications: the success story of TMH. Business strategy series, 11 (6), 371-382. Pring, C. (2012) 100 Social media, mobile and internet statistics for 2012 (March). Available from: http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/ [Accessed 14 February 2013]. Rushe, D. (2012) Facebook shares drop to less than half their initial stock price. The Guardian, 20 August. Russel, S.(2007). Experiential joins the marketing party. BandT Weekly, 57 (2604), 8. Shang, S. S.C, LI, E.Y, Wu, Y and Hou, O.C.L., (2011) Understanding Web 2.0 service models: a knowledge creating perspective. Information and Management, 48, 178-184. Shimp, T.A. (1993) Promotion management and marketing communications. TX: The Dryden Press, Fort Worth. Thackeray, R., Neiger, B.L., Hanson, C.L. & McKenzie, J.F. (2008) Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health Promotion Practice, 9 (4), 338-343. Twitter (2012) About. Available from: http://twitter.com/about [Accessed 4 July 2012]. Wauters, R. (2010), Twitter growth: happening all over the globe. Available from: http://techcrunch.com/2010/06/23/twitter-internationalgrowth/. [Accessed 27 February 2013].",
year = "2013",
month = "5",
day = "17",
language = "English",
booktitle = "Unknown Host Publication",

}

McQuillan, N & McKeown, L 2013, Social media…is it critical toward sustaining event businesses in 2013 and beyond? in Unknown Host Publication. Council for Hospitality Management Educators, 17/05/13.

Social media…is it critical toward sustaining event businesses in 2013 and beyond? / McQuillan, Nikki; McKeown, Laura.

Unknown Host Publication. 2013.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Social media…is it critical toward sustaining event businesses in 2013 and beyond?

AU - McQuillan, Nikki

AU - McKeown, Laura

N1 - Reference text: References: Berthon, P.R., Pitt, L.F, Plangger, K. and Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55, 261-271. Bolan, P., Kearney, M. and Smyth, I. (2012) The impact of social media on tourism events: exploring and harnessing the Web 2.0 landscape to maximise success. Conference paper at: International Conference on Tourism and Events: Opportunities, Impacts and Change, June 20-22, 2012, Belfast, Northern Ireland. Boyd, M. and Ellison, N. (2007) Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 210-30. Boyd, D., Golder, S. and Lotan, G. (2010) Tweet, tweet, re-tweet: conversational aspects of re-tweeting on twitter. Proceedings of the 43rd Hawaii International Conference on Social Systems. HI: Kauai. Casteleyn, J., Mottart, A. and Rutten, K. (2009), How to use facebook in your market research. International Journal of Market Research, 15 (4), 439-47. Chang, Hsia C. (2010), A new perspective on twitter hashtag use: diffusion of innovation theory. Proceedings of the American Society for Information Science and Technology, 47 (1), 1-4. Cowlett, M. (2011) A social insight (A special report on market research). Marketing Magazine, 31-34. Chu, S. (2011) Viral advertising in social media: participation in facebook groups and responses among college-aged users. Journal of interactive advertising, 12 (1), 30-43. Crowther, P. (2011) Marketing event outcomes: from tactical to strategic. International Journal of Event and Festival Management, 2 (1), 68-82. Davidson, R. (2011a) EIBTM 2011 Industry trends and market share report. Spain. Available from: http://www.eibtm.com/files/2011_eibtm_industry_report.pdf [Accessed 16 February 2013]. Davidson, R. (2011b) Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2 (2), 117-138. Davidson, R. (2012) EIBTM 2012 Industry Trends and market share report. Spain. Available from: http://www.eibtm.com/page.cfm/link=268 [Accessed 16 February 2013] Duncan, T. (2002), IMC: Using advertising and promotion to build brand. International edition, New York: McGraw-Hill. Eagle, L., Kitchen, P.J. and Bulmer, S. (2007), Insights into interpreting integrated marketing communications: a two-nation qualitative comparison. European Journal of Marketing, 41 (7), 956-970. Ellison, N.B., Steinfield, C. and Lampe, C. (2007) The benefits of facebook friends: social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12 (4), 1143-1168. Fill, C. (2002), Marketing communications: contexts, strategies and applications, 3rd ed., Harlow: Financial Times Prentice-Hall. Getz, D. (2005), Event management and event tourism, communication corporation. New York: Elmsford. Gillin, P. (2007), The New Influencers: A marketer’s guide to the new social media. California: Quill Driver Books. Haythornthwaite, C. (2005) Social networks and internet connectivity effects. Information, Communication and Society, 8 (2), 125-47. Hede, A. and Kellett, P (2011) Marketing communications for special events: analysing managerial practice, consumer perceptions and preferences. European journal of marketing, 45 (6), 987-1004. Holm, O. (2006) Integrated marketing communications: from strategy to tactic. Corporate Communications: An International Journal, 11 (1), 23-33 Holzner, S. (2008) Facebook marketing: leverage social media to grow your business. Indianapolis: Que. Kietzmann, J. H., Hermkens, K., McCarthy, I. P. & Silvestre, B. S. (2011) Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, 54 (3), 241-251. Kitchen, P.J. and Pelsmacker, P. (2004) Integrated marketing communications: a Primer. London: Routledge. Kwon, E.S and Sung, Y. (2011) Follow me! Global marketers’ twitter use. Journal of interactive advertising, 12 (1), 4-16. Masterman, G. and Wood, E. (2005), Innovative marketing communications: strategies for the events industry. Oxford: Elsevier. Owen, E. (2012) Bushmills runs facebook competition for distillery festival. Marketing Magazine. Available from: http://www.marketingmagazine.co.uk/news/1121408/Bushmills-runs-Facebook-competition-distillery-festival/ [Accessed 14 February 2013]. Prodhan, G. (2011) Marketers struggle to harness social media. IBM survey. Protalinski, Emil (2012). Facebook has over 845 million users. ZDNet. Available fromhttp://www.zdnet.com/blog/facebook/facebook-has-over-845-millionusers/8332 [Accessed 14 February 2013]. O’Reilly, T. (2005), What is Web 2.0? Design patterns and business models for the next generation of software. Available from: http://oreilly.com/web2/archive/what-is-web-20.html [Accessed 14 February 2013]. Pelling, E. and White, K. (2009) The Theory of planned behaviour applied to young people's use of social networking websites. Cyberpsychology & Behavior, 12 (6), 755-59. Pitta, D.A., Weisgal, M. and Lynagh, P. (2006), Integrating exhibit marketing into integrated marketing communications. Journal of Consumer Marketing, 23 (3), 56-66. Prakash, K. and Sharma, R. (2010) Megamarketing an event using integrated marketing communications: the success story of TMH. Business strategy series, 11 (6), 371-382. Pring, C. (2012) 100 Social media, mobile and internet statistics for 2012 (March). Available from: http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/ [Accessed 14 February 2013]. Rushe, D. (2012) Facebook shares drop to less than half their initial stock price. The Guardian, 20 August. Russel, S.(2007). Experiential joins the marketing party. BandT Weekly, 57 (2604), 8. Shang, S. S.C, LI, E.Y, Wu, Y and Hou, O.C.L., (2011) Understanding Web 2.0 service models: a knowledge creating perspective. Information and Management, 48, 178-184. Shimp, T.A. (1993) Promotion management and marketing communications. TX: The Dryden Press, Fort Worth. Thackeray, R., Neiger, B.L., Hanson, C.L. & McKenzie, J.F. (2008) Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health Promotion Practice, 9 (4), 338-343. Twitter (2012) About. Available from: http://twitter.com/about [Accessed 4 July 2012]. Wauters, R. (2010), Twitter growth: happening all over the globe. Available from: http://techcrunch.com/2010/06/23/twitter-internationalgrowth/. [Accessed 27 February 2013].

PY - 2013/5/17

Y1 - 2013/5/17

N2 - Economists claim that the current economic malaise comes as a direct result of the volatility in today’s global economy and the increasing on set of nationwide austerity measures (EIBTM 2012). Despite this, Davidson (2012) argues that the global events sector can still look forward to another period of moderate expansion in meetings, events and business travel volume and spending in 2013. Technology has evolved rapidly in a manner that supplies event businesses, venues and planners with novel resolutions to facilitate them need to work more efficiently at all stages in the planning lifecycle (Davidson 2011). With the significant rise of social media event attendees have engaged willingly in these platforms. Furthermore, the growing trend of social media has compelled event planners to re-think how to organise and market events effectively and consider how social media should be integrated into an event strategy. Shang et al (2011) highlighted that businesses need to have a good understanding of the information shared on social media and how to manage it for the business to remain competitive and sustainable. However, information on the implementation of social media within event businesses is in limited supply in academic literature. Therefore the purpose of this paper is to provide essential knowledge to current and potential events businesses in order to gain competitive advantage and sustain a successful events business model. It will review event marketing literature, explore the features of contemporary event marketing with a primary focus on social media and Web 2.0 technologies and evaluate their role within an integrated marketing strategy toward securing a sustainable business model for events companies. The research was qualitative in nature, with the main data collection methods being in-depth interviews and focus groups. Focus groups enabled the researcher to observe and comprehend the context within which decisions and action occur mirroring the activities of social media where decisions and actions are taken after posts or comments have been made. Findings suggest that event planners are using social media at all stages of the event planning process: for promotion, awareness, engagement and feedback. It was evident that it is still a new tool within the industry and that many event planners have not fully embraced all of its features. However, interaction and engagement with event attendees is a particular element of social media that event planners are embracing to gain the trust of their consumers and secure audiences strategically. Bolan et. al (2012) emphasised that events revolve around communication and interaction and that social media is an essential element of successful event business models. The research also highlighted that social media enabled planners to promote and market events to thousands of people in seconds before, during and after the event and also more interestingly to non- attendees. The research recommends that event businesses embrace new technologies such as social media, become fully literate in their features and engage with event attendees at all stages of the event planning process toward securing a sustainable events business model for 2013 and beyond.

AB - Economists claim that the current economic malaise comes as a direct result of the volatility in today’s global economy and the increasing on set of nationwide austerity measures (EIBTM 2012). Despite this, Davidson (2012) argues that the global events sector can still look forward to another period of moderate expansion in meetings, events and business travel volume and spending in 2013. Technology has evolved rapidly in a manner that supplies event businesses, venues and planners with novel resolutions to facilitate them need to work more efficiently at all stages in the planning lifecycle (Davidson 2011). With the significant rise of social media event attendees have engaged willingly in these platforms. Furthermore, the growing trend of social media has compelled event planners to re-think how to organise and market events effectively and consider how social media should be integrated into an event strategy. Shang et al (2011) highlighted that businesses need to have a good understanding of the information shared on social media and how to manage it for the business to remain competitive and sustainable. However, information on the implementation of social media within event businesses is in limited supply in academic literature. Therefore the purpose of this paper is to provide essential knowledge to current and potential events businesses in order to gain competitive advantage and sustain a successful events business model. It will review event marketing literature, explore the features of contemporary event marketing with a primary focus on social media and Web 2.0 technologies and evaluate their role within an integrated marketing strategy toward securing a sustainable business model for events companies. The research was qualitative in nature, with the main data collection methods being in-depth interviews and focus groups. Focus groups enabled the researcher to observe and comprehend the context within which decisions and action occur mirroring the activities of social media where decisions and actions are taken after posts or comments have been made. Findings suggest that event planners are using social media at all stages of the event planning process: for promotion, awareness, engagement and feedback. It was evident that it is still a new tool within the industry and that many event planners have not fully embraced all of its features. However, interaction and engagement with event attendees is a particular element of social media that event planners are embracing to gain the trust of their consumers and secure audiences strategically. Bolan et. al (2012) emphasised that events revolve around communication and interaction and that social media is an essential element of successful event business models. The research also highlighted that social media enabled planners to promote and market events to thousands of people in seconds before, during and after the event and also more interestingly to non- attendees. The research recommends that event businesses embrace new technologies such as social media, become fully literate in their features and engage with event attendees at all stages of the event planning process toward securing a sustainable events business model for 2013 and beyond.

KW - Social Media

KW - Integrated Marketing Communications

KW - Sustainable event businesses.

M3 - Conference contribution

BT - Unknown Host Publication

ER -