Seoul’s Dialogue in ‘People-First’ Marketing Interactivity and Communication are Central to SCB’s New Online Marketing Campaign
The Seoul Convention Bureau is opening the lines of communication with its fans for its latest social media promotion, Steve’s Complete Convention Plan. The new campaign focuses heavily on user participation, encouraging them to express their opinions of Seoul’s meetings and entertainment infrastructure. The rewards for their input include free airfare to Seoul and the chance to experience the objects of their discussion first-hand.
The strongly interactive approach sees the SCB utilize the community-driven nature of social media platforms more than ever before. At the heart of the campaign, eponymous business traveler Steve is in Seoul for four days attending a conference, and looking to mix business and pleasure. The aim is to emulate a typical stopover convention-goer, giving users a more firsthand idea of how their Seoul itinerary might play out, while shedding light on the city’s top event venues and entertainment attractions.
As Steve makes his way through the city, participants are asked to help the title character make itinerary decisions along the way. Should he check in to the super-deluxe business hotel Inter Continental Seoul COEX or the equally-capable Lotte Hotel Seoul? Would he have more post-event fun at new, alternative gallery and social meeting space Platoon Kunsthalle or Club Freebird, Seoul’s oldest nightclub?
The entrant with the best suggestions stands to win 2 free roundtrip air tickets to Seoul and experience some of the choices for themselves next year.
The value of social media platforms, such as Facebook, Twitter, and LinkedIn, is rapidly increasing in the global meetings industry as organizations, buyers, and convention-goers are seeing their usefulness as business communication tools.
Lykle de Vries, CEO of Netherland-based firm De Ondernemers BV, complimented the ‘people-driven’ nature of Steve’s Complete Convention Plan.
“I really like the effort [the SCB] is making and the steps they are taking… they have tapped into a very rich resource for recommendation and word-of-mouth marketing.”
Mr. de Vries also commented on the great potential of social media platforms in general for building lines of communication in the industry.
“Social Media allows the organizer to continue a conversation with his participants (and facilitate the conversations amongst the participants) before, during and after the event actually takes place,” he said.
This is the SCB’s third social media promotion in the space of a year. The previous campaign, the Seoul Sizzling Sweepstakes, highlighted Seoul’s top events and entertainment venues, with the SCB awarding gift vouchers to the winning participants.
Steve’s Complete Convention Plan runs until November 26 and is open to all overseas residents. To participate, visit www.facebook.com/miceseoul or http://tinyurl.com/3kesf4b