Meeting News - July 27, 2009 - (Page 15)

J u l y 2 7 , 2 0 0 9 Vo l u m e 3 3 , N u m b e r 1 0 Corporate/Sales Nella Veldran, Vice President, Travel Group Phone: (646) 654-7325 Southeast/Mid-Atlantic/Ohio Larry Mischik, Ad Director/Account Manager 3054 Four Oaks Drive, Atlanta, GA 30360 Phone: (770) 604-9641 By Seth Harris sharris@meetingnews.com Event Profile N.Y./N.J./New England/Bermuda/Caribbean Diane DiMaggio, International Advertising Director 770 Broadway, NY, NY 10003; Phone: (646) 654-7332 Tweets Tweak Conference Marketing Moves At last month’s Sun Microsystems-hosted increase its pre-event marketing reach. JavaOne JavaOne Conference at the Moscone Center in San Twitter followers numbered 500 in the early marFrancisco, the company used several social net- keting stages, but by the time the show started, the working technologies to help build attendance, handle had 2,500 followers and more than 2 milgain exhibitors and sponsors and increase the lion “second-order followers” recorded through event’s lifecycle, while also keeping the event budg- Web-based Twitter data tracker Twinfluence, said et flat compared with 2008. Scott Schenker, vice president of client services, Sun Microsystems’ experimentation with vari- program strategy and experience design at George ous digital and social media P. Johnson, which assisted the enabled the company to draw Sun team with JavaOne planmore than 15,000 attendees and ning and marketing. 95 exhibitors to the annual paid “With six to eight months event. worth of work, we went from To supplement the company’s essentially nothing to a magnitargeted e-mail newsletters and tude of 2 million people who we online marketing campaign, the can touch through a single Twitevent marketing team aggrester based on the re-Tweeting sively used such emerging that takes place,” Schenker said. media as BlogTalk Radio, podEmerging technologies like casts and Twitter to generate Twitter also can provide plansponsorships, entice new ners and event marketers with exhibitors and enhance their an aggregated database of pre- and post-show marketing attendee and exhibitor demovalue. graphics and profiles and track For the application and softtheir interaction with the show’s ware community that attends content. For JavaOne, Sun used Sun’s Betsy Hansen JavaOne and similar conferdata aggregator site Twazzup ences, user-generated content is and learned that visitors came becoming increasingly important in adding value from 694 cities, and 72 percent were from outside to the experience of attendees and exhibitors. San Francisco. “That is the direction that the community is takSchenker said the new technologies enable planing, and our audience is definitely gravitating ners to go to an environment where “the global toward that in terms of how they promote the impact of being able to figure out where your audievent and get the attention of their customers,” said ence is makes you realize that a lot of it extends virSun Microsystems senior marketing manager Betsy tually and it’s not just in the traditional forms of Hansen, who oversees Sun’s large events, including marketing.” the free-attendance CommunityOne, which runs Technology also enabled Sun to give its concurrently with JavaOne and the company’s exhibitors enhanced visibility. European mobile Customer Engineering Conference. communications and media provider Orange, for Through the JavaOne Twitter handle, Sun example, ran a contest that Sun promoted on the announced new exhibitors and sponsors with links JavaOne Web site, to which attendees submitted back to the main JavaOne Web site. Sun found that more than 100 applications. its Tweets promoting exhibitors and sponsors drew Sun’s pre-event marketing work extended outmore traffic to its Web site and Twitter handle. side of social media and into search engine opti“When we Tweet about them, they reciprocate the mization. Hansen said that the paid contextual Tweet and we seem to have built buzz with the viral word searches on Google gave Sun the “ability to effort of that tool,” Hansen said. totally hone in on a specific technology or area and Twitter use enabled the company to greatly do some targeted advertising.” r July 27, 2009 MeetingNews 15 Florida/Cruise Arthur Hyman, Associate Publisher/Account Manager 1267 Via Fiume, Boynton Beach, FL 33436 Phone: (561) 736-5374 CA/HI/Colorado/Arizona/Nevada/N.M. Sharon Freeark, Account Manager 2950 31st St., Ste. 100, Santa Monica, CA 90405-3037 Phone: (626) 578-0700; Fax: (626) 578-0720 Digital Sales Jared Smith, National Account Manager 770 Broadway, NY, NY 10003; Phone: (646) 654-5520 International Diane DiMaggio, International Advertising Director 770 Broadway, NY, NY 10003; Phone: (646) 654-7332 Diane.Dimaggio@nielsen.com Canada Cyndy Fleming, Publicitas APR 468 Queen St. E, Toronto, ON M5A 1T7 Phone: (416) 363-1388 Cyndy.Fleming@Publicitas.com Western office: Rosalind Genge, Publicitas APR 1281 W. Georgia St., 502, Vancouver, BC V6E 3J7 Phone: (604) 688-5914; Fax: (604) 689-0703 Rosalind.Genge@Publicitas.com Mexico & Latin America Veronica Castro, CASS Media Corina No 31-B; Col. Del Carmen Coyoacan, Mexico, DF 04100 Phone: 52-55/5605-1757 veronicacastro@cassmedia.com Singapore Lavender Tan, Al Media 733 Bukit timah Road #03-05, Singapore 269748 Phone: (65) 6469-9321; Fax: (65)6469-8028 lavtan@signet.com.sg Malaysia, Thailand, Philippines Annie Blanchard & Assoc Unit 9A #8 Wack Wack Rd. Condo-minium, Wack Wack Rd., Greenhills E, Mandaluyong City 1550, Metro Manila, Philippines Phone: (632) 646-2497; Fax: (632) 647-1853 abaltd@skyinet.net Korea Jung-Won Suh, Sinsegi Media Inc. 4-13, Yoick-dong, Kandungpo-gu, Seoul, Korea 150-890 Phone: +82 2 3275 5969; Fax: +82 2 785 8225 sinsegi-2@sinsegimemdia.info Japan Hiroko Kujime, Pacific Business, Inc. Matsuda Building, 2-4-6 Nihonbashi Kayabacho Chuo-ku, Tokyo 103-0025; Phone 81-3-3661-6138 Fax: 81-3-3661-6139; Kujime-pbi@gol.com Taiwan Ye Chang & Paula Liu, Epoch Ltd 3F-4, 189 eelung Road, Section 2, Taipei 11054, Taiwan Phone: +886-223-779108 epoch.paula@msa.hinet.net, epoch.ye@msa.hinet.net Spain Luis Andrade, Luis Andrade Publicidad Internacional Plaza Descubridor Diego de Ordas 1, Madrid, 28003, Spain Phone: +34-91-441-6266, Fax: +34-91-441-6549 LAndrade@luisandrade.com Portugal Paulo Andrade, Ilimitada Media International Av. Eng. Duarte Pacheco; Amoreiras Torre 2, Piso 5 Sala 1, Lisbon, 1070102, Portugal Phone: 351-21-385-3598/45; Fax: 351-21-388-3283, PAndrade@ilimitadapub.com www.meetingnews.com http://www.meetingnews.com http://www.meetingnews.com

Table of Contents for the Digital Edition of Meeting News - July 27, 2009

Meeting News - July 27, 2009
Contents
Newsmaker
Meetings Spotlight
Meeting Post
Viewpoint
Association Watch
Event Profile
Meeting People
MeetingNews Research
Travel Dashboard
Mid-America Regional
Golf Meetings
Hawaii

Meeting News - July 27, 2009