5 Practical Online Marketing Tips for 2013

November 29, 2012

In 2012, we saw Google, the dominant search engine; make some radical changes to its indexing and ranking policies. The focus has shifted, once and for all, from quantity to quality. What event marketers say about a given brand has become less important than how consumers respond to that brand’s presence online. This emphasis on target audience driven social engagement will further strengthen in 2013.

How often users share your content on social media sites, comment on it, review it and return to it will carry more weight than it has ever before. The number of times a link is tweeted or posted on Facebook, the number of people who like or follow your organization, or the number of people in your Google+ circle, these and similar parameters will become critical to the ranking and visibility of your online content. To succeed in this changed environment, event managers will need to research their audiences’ digital and social media behavior, and then engage them in spaces where they spend most of their time.
 
Here are some practical tips for aligning your content with your audiences’ expectations in 2013.
 
Tie content to entertainment and reward.
Entertainment content helps excite fans and followers, and keeps them motivated to check-in regularly. Build social games, surveys and interactive contests to engage your audience. Reward participants for playing and endorsing your content. Organizations like Coca Cola, Starbucks and Disney are popular on Facebook because they incentivize people to interact with their bands through promotional offers, viral storytelling and open engagement.  
 
Customize content for shorter attention spans.
In a study conducted in 2009, Google found that slowing search results by just 4/10ths of a second would reduce the number of searches by eight million a day! As more and more online content competes for our attention, customizing content for shorter attention spans and smaller screens will be the key to a successful e-marketing strategy. Chunk copy and edit ruthlessly to drop the non-essential details and make skimming easier. Use storytelling as a content marketing device to make your content relevant to the reader. Add short videos, slideshows, charts, infographics and pictures to add depth and interest to the content.
 
Make your content SoLoMo – Social, Local and Mobile.
Tune into breaking news and issues that are close to your followers’ hearts and tie in your story with these. Reward event participants for downloading and using the official mobile app for your event. Enable your exhibitors to connect with attendees by sharing their content, brands and press releases on your online assets. Enable attendees to personalize content based on their location and preferences. Implement marketing automation techniques to analyze user behavior and implement highly targeted, context-rich marketing campaigns accordingly.
 
Curate content from partners, industry leaders and loyal customers.
Follow key organizations and social media influencers in your industry, and work with them to curate content of interest to your event participants. Reach out to thought leaders in your space to endorse your event, survey results, research studies and user generated content in their blog posts. Encourage regular event participants to respond to online surveys, ask questions, and share your content with their friends on social media sites. 
 
Publish content in multiple places.
Create content once, and post it in multiple places, that’s the new mantra. Utilize tools that facilitate the creation of highly adaptable modular content, that can be tweaked and posted in different places automatically, or with very little effort.

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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