Gleanin Adds WhatsApp Functionality to Social Referral Marketing Platform
September 18, 2018
Show organizers using Gleanin, a social referral marketing platform for exhibitions, can now offer their event registrants the ability to use WhatsApp to broadcast their participation and invite their friends and colleagues to attend.
Since the inception of Gleanin Connect, Gleanin’s social referral marketing tool, visitors have been able to broadcast their event attendance through social media channels including Facebook, LinkedIn and Twitter, as well as invite their contacts via email.
Immediately available to all Gleanin customers and their registrants, the additional WhatsApp functionality not only helps facilitate a new level of social sharing but also gives organizers another marketing channel from which to acquire, convert and grow event registrations, according to Gleanin officials.
“We currently work with over 400 events worldwide and so have been able to carefully see trends in the visitor registration process,” said Peter Richards, CTO of Gleanin.
He continued, “We expect mobile registration to steadily increase, as will the importance of a great mobile experience. Our company goal is to provide a technology which allows attendees to be able to broadcast their event attendance with their friends and colleagues via their preferred platform.”
Currently, 15 percent of event registrations are completed over a mobile device and with a predicted 2.5 billion smartphone users by 2019, this percentage is only set to increase, he added.
Owned by Facebook, WhatsApp is known as the world’s most popular messaging application that boasts a global user base of more than one and a half billion. With visitors more likely to attend an event when referred by a colleague, referral marketing is quickly becoming one of the most effective new channels for event marketers.
By allowing registered visitors to invite their WhatsApp contacts to attend an event, show organizers who use Gleanin Connect now have the ability to reach new potential visitor audiences like never before, according to Tamar Beck, CEO of Gleanin.
“At Gleanin, we passionately believe that mobile is the future for event marketing,” Beck said. “Adding WhatsApp functionality to our platform means our customers now have access to one of the largest messaging platforms in the world.”
She continued, “With any new marketing channel, reporting results is vital and so, of course, we track how many registrants share via WhatsApp and how many registrations that drives. For so long, registration has simply been a data capture exercise. But now, we can harness the power of the attendee to help extend marketing reach beyond what has previously thought possible.”
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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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