The business events industry in Africa is vibrant, professional and filled with potential – this is what my experience at #MeetingsAfrica14 taught me.
We were contracted by the South Africa National Convention Bureau (SANCB) to help it increase its social media presence, and to help profile the 2014 edition of Meetings Africa.
In just five months we were able to increase its Facebook fan base by 1 178 fans – exceeding the target by 778 fans, and meeting it ahead of the deadline. For Twitter we grew the following by 876 followers – exceeding the target by 303 followers, and meeting that target just under a month ahead of the event. Both the Facebook and Twitter pages continue to grow daily.
We also created a Google+ page for the SANCB, and this page is growing too. We did not set any targets for this page, but it is at 124 pluses and has some notable followers.
The actual event was three days of networking, making business connections and creating business opportunities.
Business Opportunities Networking Day – known as BOND Day – included association meetings, educational talks on topics relating to the business events industry, the Event Greening Forum, the IMEX-MPI-MCI Future Leaders Forum, and the glitzy gala dinner where local group The Soil performed.
My highlight on this day was Linda Pereira, senior partner and CEO of L&I Communications Group and executive director of CPL Events, who was one of the presenters for the educational sessions. She spoke about maximising trade show attendance, and her natural and vibrant delivery made the session most interesting. She is obviously well versed on the subject and she made sure that the main content of the session was found in her engaging delivery and her experience, not her notes.
The Sandton Convention Centre was alive with business deals, networking and the positive marketing of Africa as a great business events and incentives destination. My highlights from the two days are quite a few:
- Meeting retired Proteas cricketer Mark Boucher, who was promoting his wine, The Innings, at the WildCon stand
- Meeting members of the marketing team at the Carlson Rezidor Hotel Group stand, because they were so helpful and friendly
- Meeting buyers and visitors from around the world and hearing the positive things they had to say about Africa as a whole, and South Africa specifically
- Being given discount vouchers for massages by the Sandton Tourism Association as a pre-wedding gift
- The divine food we were served for lunch
I also liked the general energy of the whole show – the exhibition floor was alive with business deals, and we had the privilege of transporting that vibe and information on to social media platforms, so that those who were not at #MeetingsAfrica14 could follow the hashtag and contribute electronically.
I had more responsibility at this show than at any other I have covered, and I enjoyed the challenge. I have certainly learnt a few lessons – ones I will be using to improve our delivery at Meetings Africa 2015, and lessons that have already positively affected the work I am producing.
It’s amazing how much this continent has to offer and, to echo the sentiments of the exhibitors I spoke to at the show, I think #MeetingsAfrica14 will generate more business tourism to the continent.
Monde Mateza, South African Tourism's digital marketing specialist, said: "Flow Communications delivered excellent social media coverage in the build-up to the event. Even during the event, the speed and quality of engagements with followers on our social media platforms left an indelible impression – a feat that we believe will further entrench the Meetings Africa social media platforms as useful platforms to engage on matters related to the South African convention industry."