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amiando.com - July 2012

Social Media & eventS RepoRt

2012

ow is the event industry using Social Networks?

event registration & ticketing

Summary .....................................................................................................................................................2Socio-demographics ............................................................................................................................2 Analysis .....................................................................................................................................................3What importance do social media have as a marketing instrument or event organizers? ..................3What social media channels are being used? .......................................................................................4Which social media platorms would you like to know more about? ....................................................5Do you plan on modiying your social media activities in the uture? ...................................................6How much content do you publish each week on social media platorms? ........................................7What are your social media goals? .......................................................................................................8For which o your objectives have you already seen improvement? ....................................................9Which actors are preventing you rom harnessing the potential o social media? ............................10Are you using monitoring tools to observe social media channels and track the successo your activities? ................................................................................................................................11Which monitoring instruments are you using to observe your social media activities? .....................12Key Insights ..................................................................................................................................................13How To: Social media tips or the event industry ..........................................................................................14Overview o the use o social media instruments ...............................................................................16Network specic tips...........................................................................................................................17Facebook ...................................................................................................................................17Twitter.........................................................................................................................................19XING ...........................................................................................................................................21Pinterest .....................................................................................................................................22Foursquare .................................................................................................................................24YouTube .....................................................................................................................................25Google+ .....................................................................................................................................26Last but not least ...........................................................................................................................................28The Authors ..................................................................................................................................................29 About amiando – event registration & ticketing.............................................................................................29Our Media Partners .......................................................................................................................................30

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event registration & ticketing

ight years ater its ounding, Facebookboasts 901 million active users each month –and more are joining every day. More than 170million tweets are sent out each day. One yearater its ounding, Google+ reports 170 millionusers. Social networks long ago moved outo the realm o purely private use. Companiesrom all industries are taking advantage o thesocial web to better reach their customers,market products and generate awareness ortheir brand.

Yet how important are thenetworks in reality for the eventindustry?

Which networks are used? And what are theobjectives or event organizers in using them?amiando, Europe‘s leading tool or onlineevent registration and ticketing, once againthis year took on the challenge o determininghow event organizers use social media asmarketing instruments, identiying the latesttrends and investigating what problems haveemerged. A comparison with the results romlast year‘s reports is especially interesting, asit highlights several key shits.This report will also provide you with numeroususeul tips on how you can apply social mediaeven more eectively to marketing your events.

Socio-demographics

The online survey polled approx. 1000 eventorganizers. The respondents were 60%male, with the majority o them between 30and 50 years old. 60% came rom Germany, Austria and Switzerland, 10% rom the rest oEurope, 10% rom North and South Americaand 20% rom other countries. 22% o thosesurveyed primarily organize conerences andcongresses, 22% seminars, training sessionsand courses, 13% corporate events; a urther11% indicated that they promote primarilyconcerts, estivals and nightlie events, whilethe remaining 32% were spread out amongother, networking events, private events andtrade airs.