Wei-Tyng Tsai currently serves as Senior Event Manager at Freaks 4U Gaming GmbH in the Berlin HQ,a 360-degree marketing agency in gaming and eSports industry. She has been active in the conference and association management world for over 10 years and is involved in convention, congress and exhibition management for a broad range of industries.
She devotes herself to help associations and agencies transform the communication means between meeting organizers and attendees from a millennial view. Wei-Tyng’s broad knowledge of community and influencer management has supported her association and industry clients to reach out online and offline target audience efficiently.
Ahead of a talk Wei-Tyng will be giving at The Meetings Show, which takes place on Wednesday 27 & Thursday 28 June at Olympia London, we found out more about how the influencer economy will be affecting associations.
In simple terms, what is the influencer economy?
The influencer economy, in a nutshell, is the business network or system generated by influencers in the local, regional or national community.
Why is the influencer economy something that association event planners should be aware of?
Influencers could form an organic micro-economy which would leverage vertical and lateral effects for the organisation events. They are the ‘Opinion Leaders’ in certain groups or communities; often they interact with each other online, where most associations are reluctant to engage their audience in the digital world.
Do you think associations currently do enough to communicate with their audiences digitally?
Digitalisation is still fresh to the association world and the furthest they have gone is adapting to is building a website for their conferences/congresses/meetings. Associations are however gaining more and more awareness of the influencer phenomenon, yet they are mostly hesitant to take actions. Partially this is because of the sceptical attitude towards to it, but mainly it is due to the lack of know-how knowledge and operational experiences.
How could influencers be important in the success of an association events?
Influencers or Key Opinion Leaders are the ambassadors of your organisation. If the associations are considering expanding their membership territories and deepening the member engagement, they are the gateway for association leaders to collaborate with in the next steps.
Do influencers work for both online and offline audiences?
Yes, they work primarily online to build and interact with their audience, the conversation/interaction could be brought to real lives and converted into event participations if there is suitable scene to engage influencers at the offline evens.
What will association buyers gain by attending your session at The Meetings Show?
I hope they will gain their first insight of how influencers could generate online viewership and offline participation through a case study. They will learn the principles of how to identify association ambassadors within their own organisation.
If you had one top tip for association event planners, what would it be?
Embrace and adapt to the change of communication means for the younger generations; from event apps to social media platforms, the goal is to broadcast your association’s vision in a suitable and efficient way while interacting with your targeted young audience. Hire or use colleagues from the younger generations and take their perspectives into account when you develop the latest marketing strategy for the organisation.
Wei-Tyng Tsai will be speaking at The Meetings Show 2018, at 9.50am on Wednesday 27 June. For more information about the education programme and to register to attend, visit www.themeetingsshow.com.