B-to-B Events

Facebook, Twitter and YouTube are all quickly becoming vital contributors to b-to-b event programs. As attendee communication tools, channels for fast and cost-effective content propagation and forums for feedback and real-time troubleshooting, mainstream social media is changing the way conferences and user events get planned and managed. But for many event marketers, the strategic value of LinkedIn still remains a mystery. Is it a pure networking tool for industry job seekers?

At this year’s Mobile World Congress trade show in Barcelona (Feb. 21-March 1), Intel executed a new engagement strategy in its booth that transformed its former b-to-b program into an immersive, high-tech b-to-c experience. The 40-foot by 100-foot booth featured three key experience zones created to connect with original equipment manufacturers like Motorola, Nokia and LG, service providers like AT&T and Verizon, as well as developers and press analysts.

In this monthly series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.

The event industry seems to already be moving faster in 2012 than it did in 2011. If that’s possible.

With strategies set and most budgets finally approved, watch for first-half action across all categories.

It’s not easy to teach old dogs new tricks, but at 135-year-old construction company Ballast Nedam, they were willing students. The Netherlands-based company has been making a transition over the past five years from being solely a contractor to a company that is responsible for the complete construction process with an emphasis on sustainable innovation.