November was the month that many of us have been waiting for in the MICE industry. After the last cancellations due to the pandemic situation, IMEX America in Las Vegas and IBTM World in Barcelona finally returned to their traditional form. Despite the restrictions, it’s hopeful to see that it was possible to organize both events, including exhibitors, visitors, hosted buyers and presentations and panel discussions on different stages during the events.
Please, do not forget about us
However, many people were unable to attend for various reasons. Due to quarantine, financial reasons, restrictions and other various reasons. I couldn’t go to Barcelona because I was diagnosed with Covid. I finished my isolation and I was eager to join you in Barcelona. But I had to resign because my doctor didn’t recommend that I travel. My option was to observe the IBTM 2021 via the Internet. Luckily Mariska could travel to Barcelona and she took actively part in IBTM World.
I expected that due to the pandemic the MICE industry would have learned their lessons, that the industry would change and broaden its horizons. I hoped that during these two years we would get to know the opportunities brought by the Internet, new platforms such as Hopin, Hubilo and Swapcard. I really hoped that the organizers and exhibitors would not forget the home based audience.
There has been so much talk lately about sustainability and inclusion in the MICE industry, technology can prevent exclusion like never before. You no longer have to fly to the other side of the world to attend an event and listen to a keynote speaker. Are these just empty slogans and boxes to be ticked off by events organizers?
I know we are all eagerly waiting for a return to normality and a return to the state of 2019, to IMEX and IBTM trade shows as we know them. The same way I see it, the organizers of the fair have forgotten about the equally wide and absent audience. Over the last two years, however, the world has changed a lot.
I am aware of the fact that the above mentioned trade show organizers have created virtual equivalents of the shows. Reed Exhibitions has created IBTM World Online 14-15 December this year and IBTM Wired (the second edition of which will take place 28 June – 1 July 2022). While IMEX has created a new online event IMEX Buzz Hub and maintains an active community. However, this is not the same as attending their most important traditional trade show online.
#IBTMworld social media listening
How could you participate online at IBTM this year? By watching the LIVE streaming on IBTM’s social media platforms that showed booths and short interviews with exhibitors. The longest live streaming lasted 17 minutes from the South American section of the fair. In addition, you could watch a video – a summary of each trade fair day – on Facebook. The video from the first day on Facebook had nearly 130,000 views and many other videos had tens of thousands of views. For comparison, it is worth seeing which results had the videos recorded in 2019. You can see the difference and the growing interest.
It is a pity that this year the organizers could not do a live stream of the speeches during the IBTM World Knowledge Programme on LinkedIn, Facebook, Youtube or any other platform. I missed the talks on Twitter Spaces or any other social audio platform. The longest live broadcast I managed to watch was “Re-connectem – Presentation of the Barcelona MICE Destination Support Programme” on Youtube VisitBarcelona which lasted 1,5 hours.
Was there another way to observe IBTM this year? I followed official hashtag #IBTMworld (plus #ibtm #ibtm2021 #ibtm21) and looked at what texts, photos and videos were published by trade fair participants and exhibitors. For every major event I create a project in Brand24 (social media listening tool) and listen to what is happening in the online sphere during the trade show. Congratulations to:
- Germany Convention Bureau
- Meet in Ireland
- Finland Convention Bureau
- France Convention Bureau
who were very active in sharing content from Fira Barcelona.
Quick & Sweet #IBTMworld Social Media Report. Social mentions 2426 (Twitter 1254, Instagram 583, Facebook 102), SM Reach 2.9 mln, AVE 441k $. Interested in detailed report? Send me DM. Created with @brand24 #wordofmice #eventprofs #destinationmarketing #socialmediamarketing pic.twitter.com/LpXiPtxCA8
— Jaroslaw Marciuk ☕️ call me Jaro (@JaroslawMarciuk) December 3, 2021
New technology and potential for the MICE industry
I have already spoken to many people about this topic, both attendees and those not present, and they have similar experiences. Unfortunately, the pandemic has picked up again and more restrictions are being introduced. I was curious to see how destinations have prepared for the new reality, whether they have presented suggestions at their booths as to how the technology could be used in future events. Unfortunately, I couldn’t find inspiring examples. In case I missed something, please do let me know.
Next to my opinion about IBTM, I have to admit that at least the organizers made some attempt to broadcast the fair. There is a bit different story with IMEX in Las Vegas, you could watch social media report official videos, IMEX Buzz on Swapcard and user generated content with hashtag #IMEX21.
I am really disappointed that the current technical possibilities are not used. This is for me another reason to believe that the organizers should not only follow the trends, but even create their own trends and inspire their own exhibitors to support and to use the technology.
I’m prepared to pay to get access to the online platforms where you could watch the presentations, the panel discussions and interact with other attendees. And more important to see each other, comment and ask questions. It’s about people, it’s about engagement, because we love to work with people.
I’m curious how our industry will evolve in 2022. Fingers crossed …
The second season of the B2B Influencer Marketing Chat Series
What are the B2B Influencer Marketing chat series?
Welcome to our LIVE interviews where we talk about B2B influencer marketing in the world of MICE (Meetings, Incentives, Conferences and Events). We speak with people from all around the globe about the role, the meaning, the impact and the possibilities of B2B Influencer Marketing on LinkedIn, Twitter, Instagram. Facebook, Youtube, TikTok and other social media and networking platforms. We share case studies, discuss influencer marketing campaigns for destinations and other suppliers from our industry and beyond.
Our hosts for the first series of 10 episodes Mariska Kesteloo and Alessia di Raimondo (S01). And for the second series of 10 episodes Jaroslaw Marciuk and Mariska Kesteloo (S02).
How to join the B2B Influencer Marketing chat series?
Join us every Thursday at 1 pm CEST /12 pm GMT LIVE on Zoom. You can participate and ask questions to our special guests. This is the most engaging way to be part of our series of interviews.
Follow us on Eventbrite and sign up for the next live interview with influencers, entrepreneurs, and many other interesting guests from the MICE industry and beyond. You can register and participate for free.
World of MICE – events on Eventbrite – free registration.
What if you missed a live episode?
In case you missed our live session, listen to our conversation on your favorite podcast channel. We upload the whole interview to the following podcast channels: Spotify, Apple Podcasts, Google Podcasts and Radio Public.
Blog posts
Do you prefer reading over listening? You can read the entire conversation from each interview on our website.
The second season of B2B chat series
We started the second season in November 2020 with Instagram Influencer, Phil Gonzalez and our new regular host – Jaroslaw Marciuk. Enjoy watching, listening, and reading the B2B influencer marketing chat series.
1. Phil Gonzalez – Influencer marketing on Instagram
Phil Gonzalez, besides being a dynamic person, he got involved in the internet and social media from the early start. He saw the evolution of influencers and influencer marketing, before it received its official name. Besides he’s a huge fan and passionate about Instagram and with his community (Instagramers Network) and followers he reaches thousands of people.
During this episode with Phil Gonzalez we will cover the following topics:
- The role of Instagram
- How Instagram has changed over 10 years
- The evolution of influencers
- Instagramers (Igers) and mobile photographers community on Instagram
- How do you become an influencer on Instagram?
- How does the future look like for Instagram? (Reels, Shopping, videos)
- Is it too late to start your Instagram profile?
You can read two blog posts: Influencer Marketing on Instagram and The future and trends on Instagram in 2021
2. Tim Williams – Measuring impact of influencers
Tim Williams is the CEO of Onalytica, an Influencer Marketing company that provides Influencer Relationship Management software and supporting professional services. Established in 2009, Onalytica helps brands to run their influencer programs to increase brand awareness, improve brand reputation and drive lead generation or consideration in the early part of the buying process.
During the episode with the Tim Williams we will talk about:
- The outcome of the Onalytica report: The Current State & Future of B2B influencer marketing
- The impact of B2B influencer marketing
- The underestimated role of data in the world of influencer marketing
3. Anna Gorska – The role of marketing in the world of international associations
Anna Gorska has been involved in the meetings industry for over 20 years. Since May 2019 she is part of the Advisory Board in the leading Polish association called PCO Symposium Cracoviense, where she is responsible for relations with the international associations. In March 2019 Anna became the Vice President of the SKKP Polish Conference & Congress Association. She is a passionate lecturer at universities promoting the importance of the meetings industry to the young generation. In October 2020 she was elected as a Board member for ICCA (International Congress and Convention Association). She was also chairing the ICCA Central European Chapter for 6 years.
We will talk with Anna Gorska about:
- News from the World; an initiative that was created during the lockdown to keep in touch with associations. And now this initiative is on the list for an award
- The ICCA conference that was held in November 2020 and had more than 1500 participants online
- The role of the different social media channels; why Facebook is more popular in Poland than LinkedIn for associations?
4. Nyomi Rose – Influencer marketing on TikTok and Generation Z
Nyomi Rose is a final year Events Management Student who has flourished during this COVID-19 era through leveraging her social media skills and to spread positivity, passion and love for the events industry. In six months Nyomi has transformed her skillset and developed a status as a young professional woman within the world of events, becoming a prominent figure in the pursuit of diversity, sustainability, social media optimisation and youth empowerment through her Instagram and LinkedIn pages.
Nyomi Rose empowers and provides impactful insight to individuals and SMEs to optimise their social media and marketing strategy. Nyomi is a Tech, AI and Data enthusiast and aims to bridge the digital gap through sharing her knowledge and insights.
We will discuss with Nyomi:
- TikTok from a personal account to professional influencer
- Numbers, influencers, demographics, terminology and
- The voice of the young generation and misunderstanding of TikTok
- Is the MICE industry ready for TikTokers collaborations and campaigns?
- TikTok B2B influencer campaigns – case studies
- How to use TikTok in the era of Covid-19?
Join Eventprofs TikTok Challenge created by Nyomi
5. Horacio Caamano – Influencer marketing in South America
Horacio Camaano is a Director of Global Accounts Latin America at ConferenceDirect in Buenos Aires, Argentina. ConferenceDirect is a full-service meeting solutions company specializing in site selection/contract negotiation, conference management, housing and registration. It provides expertise to 1,600 corporations and associations worldwide through 350 Associates and regional offices. Horacio is passionate about the meetings & events industry and of course marketing.
He created his home studio during the lockdown and decided to dedicate his time to learn new skills. During the episode with Horacio we will cover the following topics:
- Insights from a MICE influencer; how is life nowadays in South America
- How to become an influencer in Argentina and South America?
- The untouched potential of influencer marketing in South America
- The future of the MICE industry in South America
- The role of B2B Influencer Marketing
6. Helen Moon – The role of wellbeing in the MICE industry
Helen Moon founded Event Wellbeing Week and EventWell Ltd in 2017, the event industry’s first charitable social enterprise and resource dedicated solely to offering wellbeing advice, knowledge and support to event professionals to keep them well.
She has more than 20 years of experience in the world of marketing and events and she believes passionately in the value of live events and the power of the communications that all marketers create and deliver. She loves what she does, and believes that every individual should be given the freedom and opportunity to find their passion in life.
During the episode with Helen Moon we will cover the following topics:
- The role of wellbeing in the MICE industry
- How Helen Moon got passionate about wellbeing and started her company Eventwell in 2017?
- The role of marketing for her company; sharing best practices from Eventwell
- Sharing practical tips on how to disconnect for eventprofs (especially going offline) in a very connected world
7. Maris Kuklis – Airlines marketing in the era of Covid-19
Maris Kuklis is a curious, adventurous and enthusiastic relationship marketing team player who is always keen to learn, develop and share knowledge. Result-driven, passionate and creative guy with solid business acumen and a comprehensive skill-set underpinned by extensive experience in hospitality, events, airline and destination sales as well as marketing.
Within Etihad Airways, Maris is responsible for developing the MICE market for Etihad’s global network, long-term value and profitability.
During the episode with Maris we will cover the following topics:
- What were the most important steps that Etihad Airways has taken on the level of safety and security of the passengers?
- What has Etihad Airways done to remain in touch with its clients?
- The future of Etihad Airways; new initiatives and what are the plans for 2021 and beyond
8. Robert Szulc – How to build a community on Social Media
Robert Szulc is the CEO of Boomerang, an incentive company based in Warsaw, Poland. The company has specialised in travel for corporate clients for 20 years. Experience, passion and creativity are their three main strengths. They organise incentive and corporate trips abroad, like motivational company trips, conferences, congresses and fairs.
The aim of all projects is to strive for excellence in providing participants with unforgettable experiences. A network of contractors around the world and travel experiences allow them to create unique and unconventional incentive programmes. They are avid travelers with great knowledge of the countries they travel to.
During our chat episode with Robert Szulc live from Ecuador we will cover the following topics:
- How you can create a community on Social Media by sharing your passion and personal ideas
- How his community contributed to the growth of his incentive company
- Sharing his dream journey that he started in January 2021 and will visit 4 continents in 4 months #worldinstages_4continents
- Latest news about the new normal in travel and incentives – airlines, airports, hotels, MICE industry and destinations in Europe and South America
9. Carina Bauer – The future of exhibitions
Carina Bauer began her career in retail and catering, before entering the meetings industry in 2002 as the Marketing and Operations Director for IMEX in Frankfurt, as part of the original launch team for the exhibition. Following the expansion of the IMEX brand into America in 2009, Carina was appointed CEO of the IMEX Group. In her role, Carina is responsible for all aspects of the business.
We are all sad that the IMEX 2021 edition in Frankfurt is cancelled, what will happen? The following topics will be covered with Carina Bauer:
- We will talk about how IMEX adapts to the current changes. More details about the decision-making process will be shared in our conversation
- IMEX has a strong community and loyal visitors who come every year to Frankfurt and/or Las Vegas. We will talk about how F2F communities were fragmented by Covid and what that means for IMEX and for others
- Marketing & social media. IMEX always has been very active on social media and Carina will share insights about the tools and strategies they have used
10. Antti Lumiainen & Nadja Rubtsova – B2B influencer marketing campaign
Antti Lumiainen is an event enthusiast with over 10 years of industry experience and a strong believer of face to face and the power of events. Having a diverse background in associations, exhibitions and event management, Antti is now working with Helsinki Marketing, promoting Helsinki as a meetings and events destination. He has been active for several years in the local chapter of Meeting Professionals International and currently holds the position of President Elect. He is passionate about giving back to the industry that has created so many possibilities for his career.
Nadja Rubtsova has more than 10 years of experience in the meetings industry. Before starting her own business in 2020, Nadia has worked in 4 different countries as well on the suppliers’ side as from the client’s side. Nadia specialises in business development, sales and negotiations.
During this episode we will cover the following topics together with Nadja Rubtsova and Antti Lumiainen:
- Why has Helsinki chosen to put influencer marketing for the meetings & events industry on their agenda?
- How do you select the right influencer for your city?
- Based on which criteria did Helsinki choose for Nadia to work together?
- How do you create a relevant content calendar in these challenging times for our industry?
- What are the tasks of the influencer during the campaign?
Jois us
If you have an inspiring story and/or experience which could be relevant for our audience, please contact us: mariska@wordofmice.com
Meet Word of MICE
Word of MICE is the first and only global influencer community for the MICE industry. We inspire hotels, venues, destinations and other suppliers to employ Social Media Influencers as an integral part of their brand strategy and explore the true potential of influencer marketing. We create unique creative, tailor-made campaigns for all suppliers in the MICE industry over the globe.
Our B2B clients appreciate our years of experience in the MICE industry combined with an innovative product to bring their brand awareness to the next level.
The Power of B2B influencer Marketing
Founder at Word of MICE & Past-President at MPI Belgium
Mariska Kesteloo
Mariska Kesteloo is an expert in B2B influencer marketing. Her goal is to use social media as a way of adding increased value to events, mostly through micro influencers. In this interview, she tells us the ins and outs of her job.
Exploit the power of social media, create valuable networks and contact the right people to increase visibility of events. Today we talk with Mariska Kesteloo, founder at Word of MICE and B2B influencer marketing expert. She offers us a detailed look at the meetings and events industry from her perspective: marketing and social media. In a frank interview, Mariska shares the lessons she’s learned on her professional journey and this new paradigm of events communications.
Tell us about your career and what drives you in your day to day work.
Ideas are born from frustration, that’s the reason why I started my company. Working as a freelance event professional for years, I visited many tradeshows and exhibitions where I talked with different hotels, venue’s and DMC’s. When I raised the question ‘Why should I organize an event in your hotel, venue or destination?’,often I received an answer like: we have 500 rooms, 10.000 square meters meeting room and we are a four-star property. These are facts and figures I can find online. Isn’t our industry all about creating amazing experiences and connecting the right people? Tell me the story of your hotel, why should I organize my upcoming event in it, and not at the neighbor’s? What is your unique selling point, how do you differentiate yourself from the others, and more importantly, what is your target audience? One size doesn’t fit all! You can’t be an expert in all fields, right? How is it possible that in the Twenty First century we still use the same methods that we’ve been using for the last thirty years, if not more? It’s time for a change!
How did you start working in B2B influencer marketing?
I had been working in the travel industry for more than ten years, with so many active bloggers and vloggers. This made me think: how about we use this medium in our B2B industry? We could use the power of experts, people with a professional experience in our sector, and let them tell their stories in a creative, fun or unique way. It’s always better to be recommended than having to promote yourself. Peer to peer recommendation is extremely powerful. It’s still word of mouth, only that we’re using the online tools called social media.
Testing the idea at IBTM in 2016, I discovered it had potential and, in 2017, I started working full-time. It’s been a huge challenge since then. One little mouse can create a huge impact in your life, so can one micro-influencer, so what if the word was spread by more mice or micro-influencers? That’s when Word of MICE was born!
It’s always better to be recommended than having to promote yourself. Peer to peer recommendation is extremely powerful. It’s word of mouth, only here we’re using the online tools called social media.
What do you find most exciting about being a leader in the meetings and events industry? What are the main challenges you face?
First, I don’t see myself as a leader to be honest. My goal is to inspire others with my knowledge and experiences, to convince them of the added value of influencer marketing, and to use it to its full potential. Our industry is not really ‘early-adaptor minded’ if I was to describe it in marketing terms.
To convince potential clients to invest in influencer marketing is like selling a different mindset. Why? Because the budget that suppliers are spending on exhibitions, folders, flyers, and other activities and events, you want them to invest it in influencer marketing. We are used to doing our sales and promotions in a certain way and I must convince the CFO/CEO to change. That’s a major shift and challenge! It’s a completely different mindset that requires time and lots of patience.
In that sense, I see myself as a disruptor, a change-maker. My drive is to make suppliers more visible in the market by telling their stories through experts and to get in touch with the right target audience.
What would be the best way to dismantle these challenges?
In Dutch we love expressions and the best one to describe it is: If one sheep leaps over the ditch, the rest will follow. The only thing they need is time. As we work on new cases we have more results and it’s easier to convince them from several proven track records. Influencer marketing is not yet common in the B2B market, but it will come, that’s for sure.
Besides, I need to keep my focus, be patient and keep on working hard to continue my mission together with my team. I like challenges, and this is a major one.
Influencer marketing is not yet common in the B2B market, but it will come, that’s for sure.
When measuring the success of an event, which are the most important KPIs to consider?
First, it depends on the strategy of the client. Influencer marketing is a part of the marketing strategy. Do you want to attract a new audience? Do you have a new service or product to sell, or are you opening a new hotel? Do you suffer from a ‘misperception’?
We start from there and investigate the client’s profile, we see what their target audience is. We start with our research, as you can read below in the overview. We set the goals and we follow-up, adjust them and modify them when needed during the campaign. At the end, we collect all the data in a report and we present the full overview.
Tell us 5 tips to pick the perfect influencer for a campaign/supplier.
- Don’t focus on the number of followers but on the quality of their network and your strategy. Therefore, every client has different needs, is looking for a different market, etc. It’s a thorough process to find and to match the right influencer with the client.
- Influencer marketing has endless options, you can measure the impact and adjust it any time you need to.
- Influencers are not those who call your hotel for a free stay and dinner! That’s typical for the B2C market, not in the B2B market.
- The MICE industry is a very particular niche industry and you must be an insider to be, or to become, an influencer. In other words, work only with experts!
- Influencer marketing is a collaboration between the influencer, the client and, in some cases, the agency. Only in this way will the campaign be a success.
Our influencers are not selected based on the size of their communities, but on the quality of their network and published content. Besides, we consider their knowledge, their background, their relationships and their contacts in the industry. It’s an intense process to find and connect with the right person, someone who can create and spread the story of a product or service in an authentic way, and I always tell this to potential clients. We prefer to avoid the word ‘influencer’, as it only creates confusion about their job -it really is! – and their credibility.
So, how does it work?
- Identify needs: we analyze the target audience, preferred channel, timeframe and desired outcomes,
- Scouting & selection: we cast a wide net and we search for beloved personalities and thought leaders in today’s social media platforms from in our database, based on the client’s requirements.
- Briefing: WOM sits down with both customer and influencer(s) to align and coordinate the creative content and brand communication.
- Planning: WOM proposes a communication plan with influencers and a strategy.
- Marketing: the influencer broadcasts branded communication through their channel while WOM follows up closely. During the entire process, we keep our client up to date, delivering insights into the influencer’s performance during each phase.
- Final report: after the influencer’s branded communication comes to an end, we share a final assessment with all available figures.
Which social network do you consider the greatest asset to help spread the word and broadcast an event? What other communications channels do you consider essential?
The world of social media is changing rapidly, and a lot of people get confused when selecting which channel they should use. First, you need to know what social network your current or potential audience is using. Starting from there, you don’t need to maintain all channels. Focus on one or two channels and maintain them, be consistent and professional. That’s already a lot of work.
What advice would you give someone taking their first steps in the meetings and events sector?
Networking is key, this is, getting involved in an association. For me, this has given me the opportunity to get in touch with many people in the international sector. Plus, in the mean time you have access to education. You should also get a mentor. It’s always great to have the knowledge of a senior professional, who can support you in every step of your career. Important: questions which may seem more personal, don’t be afraid to ask them!
Looking towards 2020, where would you like to see innovation within the sector?
If I look towards my business, it would be great if suppliers used the power of social media influencers to share their stories, be visible and be online.
Next, I’m fan of sustainability and diversity in the broad sense of the word. We need to care about our planet, we only have one! I hope we can move towards a more sustainable industry, and innovation plays a huge role here. Also, although many women are working in our industry, the CEOs and GMs are usual men. We need to change that, bring more equality into the entire industry. Working with people with different backgrounds, cultures and experiences is very enriching. Only in this way will we be able to move forward in our industry.
The first season of the B2B Influencer Marketing Chat Series
Now more than ever suppliers in the meetings & events industry are struggling; we are all going through a difficult time due to COVID-19 pandemic. But how do you stay in touch with your target audience nowadays? And what kind of content do you post which is relevant today and for the near future? Have you thought of influencers? Perhaps not!
Therefore we want to give you insight, easy to implement tips on a shoestring budget. Because we have a wrong perception of influencers and we want to change your perception. We want to help you to go through these challenging times together.
Now more than ever influencers play a crucial role, they have an audience of followers. These followers trust the influencer and rely on them for tips and suggestions on how to go through these rough times. And it’s not about sales, it’s about trust and relevance.
What are the B2B Influencer Marketing chat series?
Welcome to our LIVE interviews where we talk about B2B influencer marketing in the world of MICE (Meetings, Incentives, Conferences and Events). We speak with people from all around the globe about the role, the meaning, the impact and the possibilities of B2B Influencer Marketing on social media and networking platforms. We share case studies, discuss influencer marketing campaigns for destinations and other suppliers from our industry and beyond.
Our hosts for the first series of 10 episodes are Mariska Kesteloo and Alessia di Raimondo.
Who should join our LIVE sessions on Zoom
People from the meetings & events industry and beyond! Planners & suppliers are welcome. If you are working in a hotel, or for a destination, airline, DMC or at the other side as an event planner, join the session.
A practical interview where you get concrete tips on how to continue your communication together with influencers these challenging times, on a shoestring budget. It’s our aim to support planners & suppliers from the MICE industry with our passion and knowledge about B2B influencer marketing, to spread your story in an appropriate way during this pandemic.
How to join the B2B Influencer Marketing chat series?
Join us every Thursday at 1 pm CEST /12 pm GMT LIVE on Zoom. You can participate and ask questions to our special guests. This is the most engaging way to be part of our series of interviews.
Follow us on Eventbrite and sign up for the next live interviews with influencers, entrepreneurs, and many other interesting guests from the MICE industry and beyond. You can register and participate for free.
World of MICE – events on Eventbrite – free registration
What if you missed a live episode?
In case you missed our live session, listen to our conversation on your favorite podcast channel. We upload the whole interview to the following podcast channels: Spotify, Apple Podcasts, Google Podcasts and Radio Public.
Blog posts
Do you prefer reading over listening? You can read the entire conversation from each interview on our website.
1. Alessia di Raimondo and Mariska Kesteloo
During this episode with Alessia and Mariska we will cover the following topics:
- How to set up a successful B2B influencer marketing campaign in 6 steps?
- How to find the right influencers for your company
- Budget friendly tips in these turbulent times of global pandemic
Listen to our conversation on Spotify podcast or read a blog post How to set up a successful B2B influencer marketing campaign.
2. Patrick de Pauw – Employer Branding
For our upcoming edition we have invited Patrick de Pauw, co-founder from Social Seeder, to talk about employer branding and of course influencer marketing.
What will you learn from Patrick:
- What is employer branding?
- Why is employer branding now more important than ever?
- What is the link between influencer marketing and employer branding?
- And how companies can benefit from the use of influencer marketing and employer branding?
- Receive suggestions and ideas what you can do to keep your target audience and employees engaged
Listen to our conversation on Spotify podcast.
3. Giovanna Lucherini – Destination Marketing
For our upcoming edition we have invited Giovanna Lucherini, director of the Napoli Convention Bureau in Italy to talk about destination marketing and of course influencer marketing. What will you learn?
- Why has Napoli chosen to work influencers dedicated to the meetings & events industry?
- The role of influencers during the campaign and after?
- The outcome of the Napoli Convention Bureau campaign
- The role and responsibilities of influencers during the Covid-19
- The future of destination marketing and the role of influencers
Listen to our conversation with Giovanna Lucherini on Spotify.
4. Ivo Franschitz & Henrik von Arnold – Ambassadors & Influencer Marketing
For our upcoming edition we have invited Ivo Franschitz and Henrik von Arnold, the co-founders of Enited, to talk about the role of ambassadors of tomorrow, and B2B influencer marketing. What will you learn?
- The current definition and role of ambassadors & influencers for destinations
- Why do play ambassadors now and in the near future a bigger role, especially during Covid-19 and after?
- What are the benefits of an ambassadors program on a short and long term?
- How can you adapt your current ambassadors program?
- How do you select the right ambassadors and keep them involved on a long term?
You can listen to our conversation on Spotify.
5. Keith Jenkins – Ambassadors & Influencers
For our upcoming edition, we will host Keith Jenkins, the founder of iambassador – the leading travel influencer network. In this edition we will talk about the challenges of the travel influencers, and the role of influencers now and in the near future in the travel & MICE industry. What will you learn?
- The role and impact of travel influencers before Covid-19
- How travel influencers have pivot their businesses
- How destinations and other suppliers can benefit from influencers and what are the reasons to work with travel or MICE influencers
- What the MICE industry can learn from the travel industry
- The future of influencers for the travel & MICE industry
Listen to our conversation with Keith Jenkins on Spotify.
6. Dries de Geyter & Dennis Lippens – How to measure the success of your B2B influencer marketing campaign?
For our upcoming edition we have invited Dries de Geyter and Dennis Lippens, founders of Deer Lord Games, and passionate digital marketers. In this edition we will talk about the challenges of how to measure the success of a B2B influencer marketing campaign.
A crucial question to ask yourself and your team: how will we know our B2B influencer campaign is a success? This question is often posed as “What is the ROI (Return On Investment)? The exact return is incredibly tricky to calculate, but there are different measures of success and you should be very mindful about how you will quantify success if you want to keep winning. And if you don’t measure your mistakes, you’re doomed to repeat them. What will you learn?
- How to structure your B2B influencer marketing campaign?
- How to define the outcome of your campaigns?
- What are the tools and platforms you can use to measure the outcome?
- The metrics clients and influencers can use themselves to track the data?
- Insights how and when to measure the outcome after the campaign
Listen to our conversation with Dries and Dennis about How to measure the impact B2B influencer marketing campaign.
7. Amanda Thurlow & Sabrina Meyers – How to work with influencers in the MICE industry?
For our upcoming edition we have invited Amanda Thurlow, Sabrina Meyers and not to forget Alessia di Raimondo, all passionate MICE influencers.
A question we receive a lot, how can an influencer contribute to my company? There are many options and possibilities and therefore we will talk with 3 passionate influencer from the industry to gain more insights about their work. Also to which projects they have contributed in the past, the tasks they have done, and of course how the pandemic has impacted their business.
In this edition we will talk about the work of the influencers, and what they can do for your company and the projects they have done in the past. What will you learn?
- Understanding the process; how to work with influencers?
- How to select the right influencer for a campaign?
- How influencers have changed their business during Covid-19?
Listen to our conversation with MICE influencers on Spotify.
8. Rupa Shah – Influencers & brands: what are we allowed to do and what not?
For our upcoming edition, we have invited Rupa Shah, owner of Hashtag Ad Consulting. She’s an authority in the industry and with her years of knowledge, we will dive into this important and often ‘overseen’ topic.
If you are a brand, what are the rules and regulations that you need to apply if you start working with influencers? Yes, there are rules that you need to apply. But some of the criticisms still levelled at it are that it is unregulated; it is the Wild West of the marketing world; that influencer fraud, fake followers and non-disclosure of paid-for relationships is rife. But is that really the case? And is it a global problem or are there just a few rogue states where this kind of marketing anarchy is tolerated?
What will you learn?
- Insights about the rules and regulations for companies if they start working with influencers
- What are the obligations for the influencers who are involved in the campaign?
- Important items about cross border campaigns
- Examples from professional examples who applied the rules & regulations
Listen to our conversation on Spotify with Rupa about ads and regulations for influencers.
9. Julius Solaris – Influencers in the MICE industry
We are excited to announce that we will interview Julius Solaris, one of the biggest influencers from the MICE industry. Julius Solaris is the founder of Event Manager Blog. During this interview we will gain insights about his journey, how he got started with blogging and where’s standing today being acquired by Skift.
What will you learn from Julius Solaris?
- Gain insights from the biggest influencer in the MICE industry; how Julius started with his blog and where’s he’s standing today
- The growing importance of digital marketing
- How to get started as a MICE blogger
- His vision on the world of B2B influencer marketing and influencer marketing in general
Listen to conversation with Julius Solaris on Spotify.
10. Tom Augenthaler and David Wing- B2B Influencer Marketing in different industries
We are excited to announce that in the final episode we will interview Tom Augenthaler and David Wing, both known in the world of B2B influencer marketing. During this interview, we will gain insights into how other industries have implemented B2B influencer marketing, what have they learned from their failures and successes. And besides they will share relevant case studies.
Tom Augenthaler is the founder of the The Influencer Marketer, speaker, consultant and trainer. David Wing founded Wing Digital Marketing. Two passionate founders and fans of B2B influencer marketing.
What will you learn from B2B?
- Gain insights how other industries have implemented B2B influencer marketing
- The failures and successes stories
- B2B influencer marketing case studies
- The role of influencers and thought leaders in a B2B environment
- Their vision on the future of B2B influencer marketing
Listen to our conversation with Tom Augenthaler and David Wing on Spotify.
Jois us
If you have an inspiring story and/or experience which could be relevant for our audience, please contact us: mariska@wordofmice.com
Meet Word of MICE
Word of MICE is the first and only global influencer community for the MICE industry. We inspire hotels, venues, destinations and other suppliers to employ Social Media Influencers as an integral part of their brand strategy and explore the true potential of influencer marketing. We create unique creative, tailor-made campaigns for all suppliers in the MICE industry over the globe.
Our B2B clients appreciate our years of experience in the MICE industry combined with an innovative product to bring their brand awareness to the next level.