What I absolutely have to tell you about is the video Hear Me, See Me, Include Me. From the moment I first saw it I couldn’t stop thinking about it. Its creator Megan Strahle, who has been working in the MICE industry for many years and is primarily focused on sustainability in the meetings industry. Mariska and I had the opportunity to work together with Megan, and we both never noticed that Megan had a disability.
Only after watching her video, I really understood how important her voice is. I don’t want to summarise the whole video and I encourage you to watch it for yourself, but do want to point out a few things that particularly caught my attention.
Hear Me, See Me, Include Me
In the video Megan talks about invisible disabilities, disabilities that at first sight can lead to misunderstandings, negative perceptions or judgments of a person. Just because a disability is not visible does not mean it is not there.
As Megan says, people with disabilities face new limitations in this pandemic era. We all know that when meeting online, the element of human contact is missing. Networking on Zoom, online seminars, virtual trade shows and conferences, hybrid congresses have opened up new opportunities to participate in global events, but have also paradoxically created new barriers for people with disabilities.
For example, hearing and listening. This was particularly memorable for me. “Hearing isn’t just what happens, hearing is something I have to work on” – Megan syas.
You have to be able to see the person speaking and read their lips. Unfortunately, wearing masks also took away the ability to receive the content correctly. Megan’s film can be watched here below.
Good examples and things could be done way better
The Zoom and Clubhouse apps are two examples of how certain things could be improved for people with disabilities. Zoom did not have free subtitles for app users, unli. e the Google Meet, Microsoft Teams and Skype platforms. A significant change was only brought due to a lawsuit. Lawsuit Against Zoom Claims Closed Captions Surcharge Discriminates Against Deaf Users.
On the other hand, a very good example on how to prepare for a virtual event and taking into account the needs of people with disabilities was TEDx London Women`s Event 2021.
In the video, the author shares tips on how to improve the organisation of events in closed spaces and for online events. Additionally, you can find out what employers can do to make work easier for disabled employees and on how to improve communication. Everyone wants to be part of groups, local communities and the events. And these rights should not be taken away.
Over a week ago I created and shared this video. I had fully expected five people maximum (including my mom!) would watch it. The response has been overwhelming & with my dissertation due date looming, I didn’t have the time to fully realize the impact (1) https://t.co/PTEPmEDUX2
— Meg Strahle (she/her) (@megstrahle) August 31, 2021
Disability in the world #WeThe15
The Tokyo 2020 Summer Paralympic Games (24 August to 5 September 2021) just finished in Tokyo. Many countries were represented by people with disabilities. The athletes won many medals, gold, silver or bronze and brought us touching moments and many reasons to be proud. What all athletes and disabled people have in common, however, is the great achievement of fighting their limitations and weaknesses every day.
Do you know how many people live with a disability in the world? People with disabilities are 15% of the world’s population. The #WeThe15 social campaign is asking attention for people with a disability. I encourage you to watch the video on the official Youtube channel of the International Paralympic Committee.
What can you do?
Do we have important challenges for the MICE industry in the coming months and for upcoming planned real, hybrid and virtual events? Yes, we definitely have.
Can we also take into account the needs and expectations of people with disabilities to make these events more welcoming and accessible to a wider audience? Yes, we can! People with disabilities are also part of your target audience!
Let each of us think about what we can change and improve. Sometimes you really don’t need much.
It starts with being aware and listening to the suggestions of people with disabilities. Let’s start by spending 30 minutes watching the film Hear Me, See Me, Include Me.
Jaro(slaw) Marciuk. Thank you Meg for sharing your story.
How to value your working experience as a freelance event planner?
I don’t need you to say that it’s been a huge challenge to remain positive in these unprecedented times. And moreover how to generate a continuous stream of revenue? Let us be straight forward, and perhaps I can say this being a Dutch, as we are known for our straightforward opinion, but it’s true right? Let’s face the reality. Let me inspire you sharing some tips you haven’t thought
Have you thought of going to the next level with your experience? And to become an industry expert and to value your knowledge and network?
Tell me more
Let me start with the beginning
Suppliers are struggling to get in touch with their target audience, people like you, event planners. In these very dynamic times it’s not easy to find the way, how to communicate, what is appropriate and what not? Which channels and which message? And in this complicated landscape in which the overall rules and regulations for our industry change continuously in each country.
And moreover to get through the noise of online messages and to find trustworthy messages, who are authentic and coming from true persons.
Suppliers are looking for support from you, event professionals who are experts in their field, passionate about organising events and who are close and daily in touch with their audience.
Wouldn’t it be interesting to get paid to do your passion? Yes, this is possible.
Let’s start with the definition B2B influencer marketing.
B2B influencer marketing is part of your marketing strategy by using industry experts who represent your target audience to get in touch or to stay in touch with your desired audience and bring insightful perspectives to the forefront, and build brand trust and credibility.
*Source TopRank Marketing
Therefore we need people like you!
What is the next step?
Let me be clear, you need to be an insider of the industry with at least 5 years working experience in the field. If you don’t have any working experience, you probably don’t have the right followers and moreover you are not trustworthy to share your opinion about an industry topic.
Next, the meetings & events industry is broad; we have all sorts of niches like incentives, corporate events, large conferences, events dedicated for small international associations. What I would like to say is, choose your niche and stick to it. Whatever you do, you are the expert in your field. And that’s how to create your authority, your unique followers and building up your community.
What can you do?
Much more than you think. First of all you know what event professionals, the organisers need, what makes you decide to read the article or to fill in a poll? On which channels are you active and what do you see as trends and evolving in your community? Next, are you active in an industry association? Perhaps you could share your experiences in a blog, or live during an event or take part in a panel discussion during an industry event.
Next, you are daily in touch with your audience, you know their needs, pain points and challenges. Perhaps you could propose to do a trial with one of the new upcoming features? And don’t forget the upcoming trends for 2022, social audio, sustainability and hybrid events are here to stay.
Strategy is key
We see that strategy is sometimes an obstacle, how to create and to write a strategy for a potential client or collaboration. Let me be honest, it’s a challenge for everyone nowadays as it’s very difficult to predict what’s going to happen.
But if you write a proposal, you need to replace yourself in the minds of the clients. What do they need, what are their expectations? Do research and dive into the world of the world wide web where you can find lots of interesting insights about your client. And the more indepth you do your research, or perhaps you know the client, the better you can write a proposal. Or just ask for more details and information.
And it’s not from one day to another that magic will happen, therefore B2B influencer marketing is a combination of online and offline activities supporting the strategy of the client. Which is in alignment with your values and vision.
We have a bridge to gap
What I have noticed is that industry experts come up with the most exciting ideas but that’s not always a fit for the client, despite it will do good or they might need it. Sometimes it’s just a bridge too far. Therefore do your research, are you working with a corporate client with a commercial purpose or a convention bureau fully supported by the government? These are two worlds apart.
Compensation
Always a challenge but try to be reasonable. How much time does it take to create a post, to publish it, and to analyze and to collect the data? And don’t forget to include the calls with your client and follow-up emails. Count the hours that you need to accomplish these tasks. Don’t underprize yourself, try to be reasonable.
More inspiration and information you can find it here https://www.wordofmice.com/influencer-marketing-proposal-brands
Good luck and see you soon!
MICE regards,
Mariska
TikTok Challenge to get eventprofs ready for the B2B Influencer Marketing Chat Series
Let`s talk about TikTok
Why are event professionals not engaged with TikTok? Is it fear, lack of awareness, makes you feel old or even just want to ignore a social media platform which has over 850M active users worldwide? Wait, what?
60% of TikTok users are Gen Zers, the trendsetters, trend breakers and influence changes globally whether we like to admit it or not. I can imagine many event professionals would rather ignore this social media and just wait for the trend to be over so they can just go back to posting their same old content.
Yes TikTok could be replaced with another social media platform later on but it’s the fact that you have missed a key demographic who are all eager to have their voices heard and prosper in their dream career whilst most of the world is against the #NextGen succeeding.
Now, why is this a problem? It’s a problem because if you have forgot to include a demographic which in the next couple of years will be your customers, employers and competition you have been erased from their minds. The next generation consume content everywhere they go, advertisements trying to get them to buy their products and follow them on social media. They can decide in less than six seconds whether to keep on scrolling or to give you the benefit of the doubt.
TikTok is the platform to be on but it’s important you understand:
- what it is
- who uses the platform
- why you should be on TikTok,
- how to best use the functions and insider tips and tricks
Will you be joining us for the 4 Day TikTok Challenge #wordofmicetiktokers?
TikTok Challenge for eventprofs
Will you be joining Nyomi Rose, Mariska Kestloo, Jaroslaw Marciuk for the 4 Day TikTok Challenge to get you ready for the B2B Influencer Marketing Chat Series? So, come and join us and leverage yourself on TikTok to make sure your event business or even personal brand is future proof.
Day 1’s TikTok Challenge is for everyone to, Get to know you!
Introduce who you are, share what you do and a fun fact perhaps. This is a great TikTok to film even if you already use TikTok or to introduce yourself to 850 million active users. There are different ways you can film this type of TikTok such as; Pointing to different places on the screen and then adding text over the top or by going into the templates section on the record tab and begin uploading images that represent your brand, company or events you plan.
- Introduce yourself to TikTok, this can be educational!
- A song that empowers you, use a sound in TikTok Viral, you can find these in the sounds tab when you go to record your video.
- Use TikTok hashtags: #introduceyourselfchallenge #intro #viral #introducemyself
@mariskakestelooMy first video on TikTok ?##eventprofs ##wordofmicetiktokers @whatnyomidoes
Make sure you check out the TikTok from Nyomi Rose over on her profile at @whatnyomidoes and get inspired by her take on the Day 1 TikTok Challenge. Don’t forget to use #wordofmicetiktokers so I can easily find your TikTok!
Day 2’s TikTok Challenge is to share your misunderstandings of TikTok!
This is a great TikTok to film as you can put a funny twist on the video but it’s important to show your preconceptions or judgements about TikTok but then share positives you are learning from the platform! There are many different ways you can film this type of TikTok but you need to make sure this is entertaining as comedy is loved on this platform.
- Share what you thought about TikTok, this can be entertaining!
- A song that makes you laugh or is just silly, use sounds from the TikTok Dance and LOL Sound sections, you can find these in the sounds tab when you go to record your video.
- This time use hashtags from the Discover tab that are trending, use hashtags that resonate the most with your TikTok.
Make sure you check out the TikTok from Nyomi Rose over on her profile at @whatnyomidoes and get inspired by her take on the Day 2 TikTok Challenge. Don’t forget to use #wordofmicetiktokers so Nyomi can easily find your TikTok!
Day 3’s Challenge is to share what you are currently doing to inspire or empower the #NextGen as they are your future employees and business partners
60% of TikTokers are Gen Zers, so it’s important you share that you aren’t just doing TikTok for the fun of it, you want to be visible to the #NextGen and inspire them to be part of the events industry. This type of TikTok can be filmed in a variety of ways; Pointing to different places on the screen and then adding text over the top, using a filter that allows you to share videos or images or even a filter that celebrates your commitments to the #NextGen. Have a browse!
- Share what you are doing to leverage young people in your workplace or how you empower others around you, this is inspiring.
- A song that is motivating, fun and empowering, use sounds from the Hot 40, Sport Energy or Hip-Hop Fire tab, you can find these in the sounds tab when you go to record your video.
- Use hashtags: #futureleader #empower #Learnontiktok #goals
Day 4’s TikTok Challenge is to share what you are going to use TikTok for in the era of Coronavirus
This is time to let people know more about your journey which is important because everyone loves a story and how you got to where you are. Just remember this is to a Gen Z audience so this needs to be something they care about such as if you vacancies to recruit young talent, you have webinars or events that can help them level up in their career, why your company is the best to work at or even if you have advice you would tell your younger self.
@themiceblog What’s your pivot this year ##eventprofs? ##2020Wrapped ##edutok ##wordofmicetiktokers @whatnyomidoes
This type of TikTok can be filmed in many ways; Pointing to your top 3 solutions on the screen and add text, show your story by recording your voice so you can directly tell the audience or even do a workplace tour!
- Share top tips on how you got into the events industry and built your brand
- A song that is trending, use sounds from the Pop hits or Retro Fun tab, you can find these in the sounds tab when you go to record your video.
- Use Tik Tok hashtags: #NextGen #trending #millennials #GenZ
Make sure you check out the TikTok from Nyomi over on her profile at @whatnyomidoes and get inspired by her take on the Day 4 TikTok Challenge. Don’t forget to use #wordofmicetiktokers.
Have fun and let`s talk about TikTok Influencer Marketing
How many videos have you shared on TikTok? Join our special host Nyomi Rose and let`s talk about TikTok and Influencer Marketing. During this episode we will cover the following topics:
- TikTok from a personal account to professional influencer
- Numbers, influencers, demographics, terminology, …
- Misunderstanding of TikTok
- The voice of the young generation – your future employees and business partners
- Is the MICE industry ready for TikTokers collaborations and campaigns?
- TikTok B2B influencer campaigns
- How to use Tik Tok in the era of Coronavirus – time to learn new digital skills
Free registration on Eventbrite. B2B Influencers Marketing Chat Series with Nyomi Rose about TikTok.
About our Influencer Marketing Chat Series
Welcome to the B2B Influencer Marketing Chat Series where we talk about 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, impact and possibilities of B2B influencer marketing. Season 01 regular hosts: Mariska Kesteloo & Alessia di Raimondo interviewed MICE industry leaders and influencers.
You can listen to us and our guests on Spotify, Apple Podcasts, Google Podcasts.
The second season of B2B Chat Series
We launched the second season of B2B Influencer Marketing chat series in November 2020. Follow us on Eventbrite and signup for coming chats with influencers, CVB`s representatives and many other interesting guests from the MICE industry and Social Media world. We started the second season with Instagram Influencer – Phil Gonzalez and our new regular host Jaroslaw Marciuk.
World of MICE – events on Eventbrite registration.
The TikTok campaign for eventprofs and content (text and videos) have been created by Nyomi Rose. She is a final year Events Management Student who has flourished during this COVID-19 era through leveraging her social media to spread positivity, passion and love for the events industry. In six months Nyomi has transformed her skillset and has developed a status as 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 empowers and provides impactful insight to individuals and SME’s to optimise their social media and improve their marketing strategy. Nyomi is a Tech, AI and Data enthusiast and aims to bridge the events digital gap through sharing her knowledge and insight into the new digitised world.
Website: whatnyomidoes.com
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.
