This paper examines the current position of a conference that goes by the theme “Social Media for Marketers” looking into the impact it has had so far in adding value to attendees and opportunities for expansion. The study relies on an online survey (Google Form) issued over and interval of 3 years to attendees with 11 closed-ended multiple choice questions to be answered. The sample population used is N=167. Data analysis was done using Microsoft Excel to find averages and percentages, and findings presented as pie charts. The study revealed that currently, the conference has a likelihood of referrals from its audience and is meeting the expectations of most of its attendees, but there is still more adjustments and work that needs to be done to improve on these strengths. The survey also reveals that the main challenge being faced by most attendees is the inability to attend all sessions and most of them feel that Voice control and AI need to be included in future conference discussions. The paper ends by laying out a few recommendations that would help reinforce the current position of the conference.
Table of Contents
Executive Summary. 1
List of Figures. 1
Objectives of Study. 1
Data Collection. 2
Data Analysis. 2
Ethical Considerations. 2
Technological advancement has made life easier, and marketing which traditionally relied on the use of physical structures like billboards and electronic equipment that very few people possess like TV sets and radio, has not been left behind. As Ibrahim and Ganeshbabu (2018) would best explain, currently it is very easy to reach a large multitude and specifically your target market, with just a simple click. Even though social media platforms like Facebook and Twitter, have made this possible, not many people have the knowledge or the skill to exploit this resources to market their products and services. It is for this reason that agencies have come up with platforms to teach like the Social Media for Marketers Conference that is held on an annual basis. For learning to take place nevertheless, it is essential that appropriate tools are used and the best environment is set, and this explains why the management of conferences such as Social Media for Marketers is trying its best to make its delivery better. This study will examine 3 surveys that have been distributed to the attendees of this Social Media for Marketers for the periods of 2017, 2018, and 2019, in a bid to understand audience’s needs and make future conferences more resourceful.
Data in this survey was collected using Google forms that attendants could easily access in their forms, with 11 close-ended and multiple-answered questions. The data collected could then be accessed from the back end and extracted in the form of an excel sheet for analysis. Most of the questions also had their answered structured in the form of Likert Scale. The surveys were collected from the participants 3 times spaced in an interval of 3 years (2017-2018-2019). The sample size collected in this case was N=167.
Data collected was analyzed using Microsoft’s Excel Data Analysis plug-in to establish descriptive statistics and correlational analysis. The data analyzed was then presented in the form of graphs (pie charts). To be able to solve the objectives of this study, the researcher decided to monitor the data for questions 3 (for value) and question 4 (for propensity of recommendation). Question 6 and 7 were also examine for response that would guide the conference management to adjust or eliminate things that audiences do not like (Q6) and plan add subjects that they wish were there (Q7).
At the very beginning of the survey was a consent note that explained to the respondents the objectives of the survey, why it was important to participate and what the data would be used for. According to OECD (2016), this is a critical and indispensable aspect of conducting social and clinical surveys.
Objective 1: Value Gained
|Year||Extremely Well||Moderately Well||Slightly Well||Not Well at all|
Figure 1: Percentage Expectations Met in 3 Years
Objective 2: Probability to Recommend
|Year||Extremely likely||Not At all Likely|
Figure 2: Percentage Likelihood of Attendees to Make Referrals in 3 Years
Objective 3: To establish what the attendees do not like and what they would like added
Q7: Topics audiences want to hear (Statistics in 3 Years)
Voice Control: 12 (2017) + 9 (2018) + 7 (2019)
AI: 11 (2017) + 14 (2018) + 2 (2019)
AI = 29
Voice Control = 27
Q6: Not being able to attend all Sessions: 2017-9 + 2018-5 + 2019-5
According to the results on meeting audience expectations, as far as the 3 years have been concerned, the conference management has been doing fine as 14% of the respondents have recorded having extremely received what they expected. Nevertheless, the management has to work further in increasing this percentage and reducing the current 6% value for those who felt their expectations had not been met by any way. As far as the propensity of referrals is concerned, 0 respondents recorded having 0 chances of referral, implying that every attendee has the likelihood of referring this conference service. A very few people however, over the period of 3 years-49 persons, recorded to extremely have the likelihood of referring the conference. The management of the conference should work in improving this specific statistic, so as to boost on the sale of its services and cut down on their marketing budget.
From the results leveled above for questions 6, the researcher chose to focus on genuine and reasonable dislikes by audiences, with the most critical being most audiences not being able to attend all the sessions they wanted to. This might have been caused by issues like attendees having to travel very long distances and accommodating themselves in the area where the conference takes place for the period of the conference. Some attendees might also have very tight schedules. In total 19 attendees were not able to attend all sessions for the 3-Year period. Regarding question 7 on the topics that attendees would like to listen to in future AI and Voice Control stood as the most sought topics over the period of 3 years that the conference has been held. Over this period, 29 respondents suggested AI and 27 Voice Control. According to ITU (2019), these two technologies are the top of emergent topics now and will remain so for a long time into the future. This explains the interest of the audience. The conclusion from this analysis is that the conference under investigation is achieving its purposed because of the positive response on expectations being met, and probability of referrals.
Ibrahim, S., & Ganeshbabu, P. (2018). A Study on the Impact of Social Media Marketing Trends on Digital Marketing. Retrieved from: https://zenodo.org/record/1461321/files/120-125.pdf
ITU (2019). Artificial Intelligence And Information Communication Technology Accessibility. Retrieved from: https://www.itu.int/en/ITU-D/Regional-Presence/Europe/Documents/Events/2019/Accessible%20Europe/1008_AI%20and%20ICT%20Accessibiity_webEA3_Final.pdf
OECD (2016), “Research Ethics and New Forms of Data for Social and Economic Research”, OECD Science, Technology and Industry Policy Papers, No. 34, OECD Publishing, Paris. http://dx.doi.org/10.1787/5jln7vnpxs32-en
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