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The first in a series of free masterclasses for event professionals, organised by Westminster conference and meetings venue One Wimpole Street, revealed that 99% of event organisers are hungry for practical insights into how new mobile technologies like QR codes, mobile EPOS and smartphone ticketing are directly impacting consumer behaviour, redefining event goers’ expectations and transforming the way venues and brands communicate with them.
Held in One Wimpole Street’s high-spec Main Lecture Theatre on Thursday 15th September, an interactive poll of the 100 event professionals in the audience gauged each person’s immersion in social media tools like LinkedIn, Foursquare, Facebook and Twitter, using wireless handheld response units built into each seat. Live results projected onto the theatre’s screen confirmed that 80% had a LinkedIn profile, but surprisingly only 25% of the audience could classify theirs as complete or active. This suggests that event organisers are trying to cover all bases to be visible, without having a clear-cut strategy for social media engagement.
Event organisers were encouraged to get on board with QR codes, which will form the basis of the mobile ticketing phenomenon, embedding into them things like video content, interactive venue information, CRM programmes, newsletter sign-up and loyalty card schemes. All security is embedded into QR codes and personal likes and dislikes can be measured and used as futures routes to sales.
The next One Wimpole Street Technology Masterclass will take place on Tuesday 17th January 2011 from 7.45am - 9.45am.