How Social Media Helped Promote the ISPA 2013 Conference and Expo

The ISPA 2013 Conference and Expo just took place from October 21 to the 23. They used multiple social media channels to enhance this conference before, during, and after the event. Before the event, ISPA used social media channels to promote the 2013 ISPA Conference and Expo by reminding followers of the upcoming event, highlighting sponsors of the event, guest speakers that would be presenting at the event, and products that would be showcased at different booths. ISPA encouraged attendees to follow them on Instagram and post pictures using #ISPA2013. They also promoted different exhibitors that had registered for the show and shared links to content about those products so attendees could find out information before

the show.  Information about registration information, seminars, development sessions, and tips and checklists to prepare for the event were shared on different sites.  They also posted details about hotels to stay at for the expo, auction details, and contest information. Basically, social media was used to attract exhibitors, sponsors, and attendees for this event and to increase awareness about the conference.

During the event, the ISPA Association used social media to inform attendees and followers about what was going on at the event and to promote the different sessions and exhibits at the event. They posted information about the times and locations of different events and sessions that were taking place and encouraged interaction from attendees.  They reminded attendees of what specific events were taking place on that day and brought the excitement of the conference to attendees and followers as it was taking place. They posted highlights from the day and reminded attendees about what events were going on the next day.

After the event, ISPA Association used social media to thank exhibitors and sponsors of the event, as well as attendees who came to the event. They continued the buzz about the conference by asking attendees to share their experiences on Instagram and on the ISPA blog site. 

The ISPA Association used multiple social media channels for event marketing for the 2013 Conference and Expo including Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube, and their blog site. Their Facebook posts received the most responses in terms of likes, comments, and shares. Attendees shared their excitement by interacting with posts. They also received comments on their Instagram posts where they captured special events through images and on Twitter.  

The ISPA Association posted a variety of content on their social media sites about this event. They posted registration information and reminders consistently on Facebook and Twitter. They posted high quality photos on all their sites before, during, and after the event. They even posted some behind the scene photos of the showroom as they were setting up. They posted a variety of content promoting different products, speakers, and exhibitors that would be at the event. They also provided links to content on their blog site and magazine. They shared links to brands that were promoting their products at the event.

Hashtags were used on Facebook, Twitter, Instagram, and Pinterest sites. Events, general sessions, workout sessions,  the silent and live auction, development sessions, guest speakers, and products were highlighted on these social platforms. They did a very good job of letting attendees know what events were taking place at different booths and where and at what time social events were taking place. ISPA did retweet tweets posted by followers and exhibitors. 

Sponsors of the ISPA Conference and Expo were promoted by special hashtags that identified them as sponsors. ISPA Association also included information on the sponsors in the October digital issue of Pulse. The ISPA Association website has a link to the sponsors for the conference that directs you to their websites.

The ISPA Association used IMC for promoting this event. They provided information about this conference not just on social media sites, but also in Pulse, a magazine for spa professionals, press releases, ISPA SmartBrief,  the ISPA Association website, and through emails. They used multiple channels to promote the event and to deliver a consistent message to the audience.

ISPA Association maintains its brand personality on its social media platforms and website. They created a specific website for this event. Their voice is consistent and expresses their commitment to supporting educational opportunities and networking experiences for the spa industry worldwide. The images, colors, font, and logo are consistent on their website and social media platforms providing followers with a brand image that is recognizable. 

A highlight that impressed me was the behind the scenes photos and information that they provided on their social sites, specifically Facebook and Twitter. These images really highlighted all the work and effort that goes into putting together such a large event. I think that this information builds anticipation for such an event and gets attendees excited about being a part of the event. 

I think that the ISPA Association could have included some more videos on Facebook or Twitter that might have given followers a more in depth view of sessions. The images they posted were very engaging, but nothing captures someone’s attention like a live short video of some portion of the event where attendees can tell about their experience. They could have also done live streaming of some of the events. 

It's Hospitality: An Industry-Related Social Network

It’s Hospitality is a business network for the hospitality industry. Its target audience is anyone involved in hospitality including those who work in the travel, lodging, restaurant, and gaming industry. This platform specializes in connecting businesses, organizations, service providers, vendors, and companies in the hospitality industry. It works by allowing members to connect to other people in the industry by joining the network. Members can interact with other users, send messages, and participate in chat sessions. In addition, members can use the site to update information about their own future events, plans, and needs so other groups in the industry are aware and available to offer assistance. This network also allows members to follow updates of other members that they do business with. In other words, this industry related social network helps members connect with other people in the industry in an efficient way so they know what is going on in the industry. Members can communicate through forums. They also have access to people and product searchers, job searches, and news about the hospitality industry. This network is important to help people in the hospitality industry stay connected with the other companies, businesses, and individuals they work with. It’s a great resource since members have the ability to connect, interact, and communicate with others.

I think this platform is very useful for people who work in the hospitality industry. Hospitality is such a large industry, and this network helps companies and professionals in this industry stay connected so they can be efficient and productive. According to Ruszczyk (2012), industry-related social networks “may be less distracting than regular social networking sites." I think this platform can stand out from the major channels because it offers its members direct access to other people and businesses in the industry. Members can maintain their relationships with companies they work with and find new contacts that might provide them with valuable information, products, or services. For example, if you need to fill a position in your company you can post it on this network and have direct access to people who might be interested and qualified for the job.  According to Ruszczyk (2012), you can network with other professionals in the hospitality industry on LinkedIn, but that social network is not devoted entirely to hospitality so you would spend more time trying to search for information related to your field. This channels stands out because it makes it easy to communicate with others in the hospitality industry.

The hospitality industry could incorporate proximity marketing into its communications plan in a variety of ways. Proximity marketing allows users to increase engagement with customers, send ads at a time when customers are most likely to purchase, and customize ads depending upon availability of products and services.  The hospitality industry could use proximity marketing to offer customers digital coupons for discounts at restaurants, hotels, spas, or gift shops. They could post promotional content as well. According to Reaves (2012), hotels could use proximity marketing to provide information about happy hour, restaurants, or the benefits of signing up for loyalty programs, while restaurants could advertise menu specials and provide media entertainment while customers wait for their table. Proximity marketing provides businesses the unique opportunity to reach consumers at the time when they could most benefit from the advertising message so its relevant and advantageous to the customer.

Since proximity marketing only targets the customer when he or she is near the actual location of the business, other social platforms need to work alongside this program to ensure its effectiveness. Social networking sites such as Facebook and Twitter can be used to interact with customers and prospects and help maintain relationships that build brand loyalty. Content communities like Pinterest, and Instagram can offer customers visual content in the form of photos to increase engagement with specific businesses and brands in the hospitality industry. YouTube is another content community that brands can use to engage customers visually and tell a brand’s story. Email marketing is another great channel to reach a target audience. According to an infographic by Constant Contact, businesses that combined social media marketing and email marketing had better results . By combining social media marketing, email marketing, and proximity marketing, businesses can effectively reach customers and increase sales. All three are an important part of an IMC plan to bring a consistent message to the audience.

IMC Success!

Successful brands have an IMC plan that includes social media. Successful marketing strategies include maintaining consistent messages and imagery across all channels. I have chosen three of my favorite brands and analyzed their social media sites.

Disney does take an IMC approach by maintaining a consistent message on all of their social media sites. Their voice and content are the same. The images and colors are consistent on all of the channels as are the logos.  Disney does keep their content up-to-date on their sties. Hashtags are used regularly on Facebook, Instagram, and Pinterest. On Twitter and Instagram, they post new content practically everyday and sometimes twice a day, as is the case on Facebook. They post less frequently on Google+ but at least once every few days. They have a variety of Pinterest boards on different Disney themes including many of the different Disney characters and movies. There are social media buttons on Google+ to drive traffic to their other channels. Some of the links on their Twitter account lead to Instagram. They do have links to images and videos on Twitter to increase engagement. Disney does really use great images on all of their sties that really capture the brand image and attention of their followers and fans. Disney has always been associated with making dreams come true and providing magical experiences and that persona is present on all of their sites.

Walmart is another company that takes an IMC approach. They have a consistent message on all their sites. Their voice and tone is carried through the different social media channels as is their imagery, colors, and fonts. Their content is very current. They post new content on Facebook at least three times a day, and their content varies from specials on products to pet photo contests. They tweet at least three times a day. Walmart also posts content regularly on Google+ and Instagram. They have many different boards on Pinterest from recipes to wedding rings. They use hashtags regularly on Twitter, Facebook, and on Google+. Walmart includes its moto “Save Money

Live Better” on all its sites. They maintain their brand personality across all their channels. They have great images. On Facebook and Google+, they drive traffic to their website, which has links to their other social channels.

Amazon also has an IMC approach. They present a unified campaign on all their social media sites by maintaining a consistent voice, tone, and imagery. Amazon’s content on Facebook is current, and they post at least once a day if not more. They don’t tweet everyday. Their content on Instagram has not been updated since August. They only have five photos for August so they don’t have a huge presence on Instagram. The last time they posted new content on Google+ was on September 7, and they don’t post very frequently. Amazon does have many different boards with a variety of topics on Pinterest that range from furniture to food. Amazon does use hashtags frequently on Twitter, Pinterst, and Facebook. Amazon drives traffic to their website from Facebook and Twitter.

Blogs: My Top 5

Blogs are becoming increasingly more popular in our society. A blog is a great medium to use to interact with followers and share ideas and information with others. According to eMarketer, by 2014 over 150 million Americans will be reading blogs (http:// www.emarketer.com/Articles/Print.aspx?R=1007941).  Therefore, it’s important for brands and companies to use blogs as part of an IMC plan  to reach their target audience. But not all blogs are created equal. There are specific characteristics that characterize successful blogs. According to Collier (2009), successful blogs publish new content frequently, maintain a presence on various social sites, write fresh content, and provide sharing options on social media sites (http://moblogsmoproblems.blogspot.com/2009/04/Secrets-of-top-marketing-and-social.htm). ). I have chosen to review five blogs that interest me and analyze their format and content to highlight factors that make them successful.

Whole Foods Market blog is a professional blog. Its purpose is to inform followers about different products, share information about eating and living healthy, and shares recipes and information about healthy food in general. The blog is unique because it focuses on eating healthy and showcases products sold in the store. The blog reflects the brand because its message is about enjoying a healthy lifestyle by using organic and natural products. Whole Foods website drives traffic to the blog. The website has rotating headlines with a link to the blog. Whole Foods also drives traffic to the blog through its other social media sites, by emails, and by newsletters, which are part of their IMC plan. Based on Collier’s (2009) characteristics, Whole Foods blog is successful since it posts new and original content everyday. The blog contains social share buttons, and readers can connect with the brand on multiple social networks. Per Young (2011), a successful blog uses pictures and images and offers solutions (http://www.prdaily.com/Main/Articles/9986.aspx?format=2).  This blog does use images and videos and gives readers solutions for how to eat healthy.  However, I think the images on the blog could be better quality. I did not see any outside companies advertising on the blog, but Whole Foods does showcase products they carry.

Zappos Fashion Culture blog is also a professional blog. The purpose of the blog is to feature trendy fashion items that are sold at the online site. It’s a unique blog because its main focus is fashion and giving customers information about what’s in fashion. The blog reflects the brand because it is fun, simple, and trendy. It offers a service to its customers by showcasing different items and fashion trends. The website drives traffic to the blog, and Zappos does have a IMC plan that includes social media sites, email, and ads in magazines. People want to read the blog because they are short, fun, and full of great pictures. Based on Collier’s (2009) characteristic of a successful blog, this blog is successful since it posts several times a day, and the content varies from spotlights on new designers and new brands to fashion tips. According to Young (2011), grabbing the reader’s attention with interesting headlines is a great tip to use for a successful blog, and Zappos does this well. An example of a headline that caught my attention is “Inspired By: Cozy in the City.” The varied content and great images help make this a successful blog. However, per Collier (2009), a successful blog has social buttons and options to connect to other sites and Zappos only has a Facebook button on this blog. Zappos could improve their blog by including a link to their Twitter account. Zappos advertises the products they sell on this blog.

Nuts About Southwest is a professional blog. Its purpose is to inform people about what’s going on inside Southwest Airlines and to interact with the brand. This blog is unique because it gives readers an inside view of the company. This blog reflects the brand because it’s funny and reflects the unique sense of humor that Southwest Airlines projects to its customers. The Southwest website drives traffic to the blog. The blog is just one part of their IMC strategy that includes email, social media, TV, etc. They use SEO to rank high on search engines. People read the blog because it connects them to the brand. This blog contains many of the characteristics mentioned by Collier (2009) including new content, original content, social share buttons, and links to all their social media sites including Luv Letters, a section with letters from customers. I do think the blog could benefit from higher quality images and photos. I did not see any advertisers on the blog. Potential advertisers could include rental car companies or hotels.

Mashable is a news blog that specializes in digital, social media, business, tech, entertainment, and mobile news. The purpose of the social media blog is to cover the latest news stores about social media and to offer information about what’s going on with different social media platforms. It is a unique blog because it covers the latest developments in social media. It reflects the brand because it’s informative. Its website drives traffic to the main blog which offers viewers different content areas to choose from. Mashable has a presence on all the different social media sites that also drives traffic to the blog. They also send emails to followers. This blog has many of the characteristics mentioned by Collier (2009) including posting new content daily, links to other social media accounts, a presence on the different social media sites, and options for sharing and receiving content. Not only do they have great images, videos and interesting headlines, they interact with their readers by posting questions and requesting comments, all different tips that Young (2011) recommends to follow to have a successful blog. In my opinion, this blog isn’t missing anything. Some advertisers on this blog are Moto X, Seagate Central and Samsung.

Twenty-Something Travel is a semiprofessional blog written by Stephanie Yoden. Its purpose is to tell the adventures of a young woman who has decided to make traveling a priority in her life. She wants to let other people her age know that anyone can choose this kind of lifestyle. The blog is unique because it’s geared towards people in their twenties who would like to enjoy traveling while they’re young. Since the blogger is twenty-something and living out her dream, her site reflects her adventurous spirit. The blogger has a presence on all the social media sites, which bring traffic to her blog. She also writes for US Travel on Answers.com. Per Collier (2009), successful blogs keep content fresh by reviewing products, which this blogger does. On her September 8 post, she reviews some travel products. She does have social share buttons, links to her social media sites, and nice images. In my opinion, her blog could use some videos to provide another form of communication with her readers. UK Travel Videos advertises on her site.

Blogs are a great way to drive traffic to the website, help businesses increase their SEO, and share information with customers. Blogs allow you to communicate with your followers on a more personal level. On other social media sites, short posts are common. On blogs, you are really able to share a large amount of information with your followers so they can get to know your brand or company better.