EXHIBITOR Magazine Unveils Social Media Marketing Report
September 20, 2018
The momentum behind the use of social media as a marketing tool is continuing to grow, according to the results of EXHIBITOR Magazine’s 2018 Social Media Marketing Survey, the fifth in a series of research efforts geared toward finding out how exhibit and event marketers are using social media.
“In 2010, EXHIBITOR surveyed 400 marketers to obtain benchmark data on everything from which social media sites were proving the most popular for marketing purposes to what corporate objectives, if any, social media was helping companies to achieve,” explained Travis Stanton, editor of EXHIBITOR.
Since then, EXHIBITOR has surveyed nearly 1,000 exhibiting companies and charted the data against that 2010 benchmark, he added.
According to the data, the use of social media as a marketing tool has ballooned over the past eight years, with the majority of respondents saying that they not only have dedicated social media managers and/or departments to assist in strategizing, executing and measuring social campaigns but that they also make a habit of using paid features to heighten their messages on leading sites including Facebook, Twitter, Pinterest and Instagram.
“That’s a stark contrast to 2010, when social media was perceived as an entirely free marketing medium and roughly 85 percent of corporate social media campaigns were conceived of and executed by the marketing team, without the aid of dedicated social media subject matter experts,” Stanton said.
More than nine out of 10 marketers say their companies are currently using social media for a variety of purposes, including exhibit marketing (91 percent), event marketing (58 percent), and other general marketing purposes (95 percent), according to the study.
Stanton sited that event marketers who are tapping into the potential of social media marketing claim increased brand awareness, enriched relationships with clients and prospects, increased booth traffic and event attendance, additional press coverage and even increased sales as direct results of their campaigns, yet only one-third of marketers proactively set measurable objectives to gauge their social media efforts, and just a slight majority (57 percent) track any metrics to prove the success or failure of their social media campaigns.
While the majority of marketers are turning to the most heavily used platforms such as Facebook, Twitter and LinkedIn, other sites are gaining momentum and interest among marketers, as well.
In addition, while only 5 percent of exhibitors were promoting their exhibits on Instagram in 2014, in 2018 that number has increased to 37 percent.
Results from the 2018 Social Media Marketing Survey, published in the September 2018 issue of EXHIBITOR magazine, can be viewed HERE.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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