< PreviousF or an enticing incentive or corporate meeting, Disney Cruise Line offers personalized facilities and a fun atmosphere aboard a full fleet of ships that appeal to adults as much as kids. Groups can integrate into their meetings onboard entertain- ment, whether it’s Disney character appearances at private functions or teambuilding activities onboard. “I think it makes a lot of sense doing events on these vessels because it’s fun. It adds an element of mystery and a bit of magic,” said Joyce Landry, CEO of Landry & Kling Global Ship Solutions, a leader in booking ship-based meet- ings and events as well as incentive cruises. “If it’s an incen- tive program, you’re trying to reward people; you’re trying to have them have an experience that they wouldn’t have elsewhere. Very few people have cruised in general and even fewer people have been on a Disney cruise. It could be a really nice enticement.” Landry & Kling works as a liaison between its planner clients and the cruise line. “We work with a lot of planners who have never done a program on a ship before,” Landry said. “We help them to understand what they can and can’t do, what they can negotiate, what’s included, what’s not Meetings at Sea How Disney & Other Cruise Lines Are Leading a New Era of Incentive Travel BY MARLENE GOLDMAN INDUSTRY INSIGHT The Disney Wish Courtesy Photo 20 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comincluded. We help with that learning curve — help to make it easier for them.” Landry noted that Disney executes its meetings and incentives with the utmost attention to detail from the very start of the voyage. “It’s lovely for incentives and meetings. As you’re arriving at the vessel, you enter this gorgeous atrium. They have a microphone there and you tell them your name and they introduce you to the whole ship.” The Disney team is quite creative. If planners tell them what they’re planning on doing, they are open to custom- izing some of the technology onboard to make it much more customized and to have some of the characters come to your meeting. Landry is particularly impressed with the technology capabilities on the ships. On one of the ships she booked, she said there was a re-creation of the Star Wars starship, and Star Wars characters were on hand. “It’s like being on a movie set, and it’s done very well. I think that for adults or for children, it can be fascinating and charming. It can be funny because you walk down the hallway and if you’re passing one of the animated pictures, they’ll come to life. And it will be a surprise. You will be passing a battleship and all of a sudden, you’ll hear the ship, and you turn around and then another one comes alive, and then they start fighting.” A good size group for a Disney Cruise Line meeting is up to 300, and employee events where attendees can bring their families are ideal. “We’ve had a lot of these lately where it’s an employee reward and for extra cost you could bring your kids. It’s a pretty low step-up price. Everyone loves the quality of it.” The Disney Cruise Line fleet features a variety of ships visiting ports of call at destinations around the globe. The Disney Wish, which first debuted in 2022, the Disney Dream, Disney Fantasy, Disney Magic and Disney Wonder all offer everything from a full-time group services manager and catering team to Broadway style light- ing and laser systems, which are at their disposal for presentations and group entertainment. “Disney has several dif- ferent ships, and they built all their vessels with a very similar platform, so you can count on certain amenities,” said Landry. There are confer- ence rooms available onboard the Disney Dream. The ship features the Fantasy Conference Room at 337 sf; Magic Conference Room with 337 sf; and the Wonder Conference Room, also with 337 sf. All three combined, with air walls open, equals 1,012 sf. One of the onboard venues on all the Disney ships is the Walt Disney Theatre, which is equipped with an approxi- mately 40-foot-wide proscenium stage and full-flying capa- bilities for moveable backdrops and scenery. There is also a sophisticated projection system, pyrotechnic capabilities, and state-of-the-art lighting and sounds. The Walt Disney Theatre on both the Disney Fan- tasy and Disney Dream ships offers a 1,340-seat capacity theater; and the Disney Magic and Disney Wonder are each home to a 977-seat capacity theater. Landry has used the Walt Disney Theatre for groups on the Disney Dream. “It’s got incredible audio visual and 4D cinema and a nice stage in the front. Planners can take that over privately.” She has also utilized two of the premium restaurants onboard Disney Dream, Palo and Remy, which offer inti- mate rooms for private group events. “We worked with a technology group, and we were able to take over one of the restaurants as a trade show. This was a big produc- tion. We booked it almost two years in advance.” Landry said the setup entailed placing displays on the dining tables and having meetings in there for the three nights of the cruise. “It worked out incredibly well, but it’s not easy to do and it would have to be offseason. You need to really pick your times to do something like that.” Advance planning is crucial for something that elabo- rate, whether it’s taking over a restaurant dining area or a particular lounge for an event or cocktail party, since Dis- ney has extensive programming onboard their ships and The Grand Hall aboard the Disney Treasure. Courtesy Photo TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 21 Groups can integrate into their meetings onboard entertainment.planners need to make sure their events can fit in. Disney ships also offer adult-only areas where groups can gather such as Disney Dream’s The District. Pink is an adult exclusive bar inside The District designed to look like the inside of a champagne bottle. Guests can see within the bar’s walls the pink elephants from the beloved Disney film “Dumbo” dancing. There is also a District Lounge for cocktails and sports bar Pub 687. “If you have attendees who didn’t bring any children, Disney has adult areas especially at night where no chil- dren are allowed,” Landry said. The Route 66 area on the Disney Wonder, includes the WaveBands live music club, Diversions sports pub and The Cadillac Lounge piano bar. Disney is expanding its fleet later this year with Disney Treasure, which will feature a Grand Hall with decor inspired by exotic locales in Asia and Africa, including the fictitious city of Agrabah from Disney’s “Aladdin.” The space will serve as the ship’s most prom- inent gathering space and will offer its own dedicated entertainment moments and surprises. The signature suite on the ship will be the two-story Tomorrow Tower Suite, similar to the multiroom suite on the Disney Wish — a nearly 2,000-sf setting themed to “Moana.” The Disney Treasure will look to EPCOT for its design, with art pieces, molten metal and colorful glass accents evoking the atmosphere of EPCOT’s World Dis- covery neighborhood. Another feature on the Disney Treasure will be the Haunted Mansion Parlor, pouring craft cocktails and offer- ing an exclusive onboard merchandise collection. Another onboard venue will be the Periscope Pub, which takes a page from Walt Disney’s 1954 film, “20,000 Leagues Under the Sea” and the legacy 20,000 Leagues Under the Sea ride at Disney World. The submarine- styled interiors include a glass ceiling. Disney Treasure will also introduce “Disney the Tale of Moana,” in its Walt Disney Theatre with set design and music based on elements of Pacific Islands culture and tower- ing puppets coming to life onstage. The vessel will also feature Plaza de Coco — the first theatrical dining experience themed to the Disney and Pixar film, “Coco.” The theater-in-the-round venue will offer dining If it’s an incentive program, you’re trying to reward people; you’re trying to have them have an experience that they wouldn’t have elsewhere. JOYCE LANDRY CEO Landry & Kling Global Ship Solutions Last month, Royal Caribbean launched Icon of the Seas, the world’s largest cruise ship, nicknamed “The largest waterpark at sea.” It offers meeting and incentive groups new bleisure possibilities. Sailing from the port of Miami, at a length of nearly one-quarter of a mile, the vessel can host 5,600 guests across its 20 decks. It is equipped with a conference center that can accommodate up to 180 people across three rooms that can be combined or separated with airwalls. Besides the new vessel’s eight “neighborhoods,” seven swimming pools, and five sit-down restaurants, Icon of the Seas has seven music lounges and two the- aters — one a high-tech domed show venue, the other featuring an ice surface for skating performances that can be rented out by business groups during the day. For a list of other Royal Caribbean vessels, visit royalcaribbean.com. Royal Caribbean: A New Look for Meetings at Sea Icon of the Seas 22 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com ©Disney Ships’ Registry: The Bahamas MEET THE DISNEY WISH Welcome aboard the newest ship from Disney Cruise Line, the Disney Wish. Here, there’s enchantment around every turn as fantastical worlds and favorite stories from Disney, Marvel, Star Wars™ and Pixar come to life like never before! Indulge in imaginative dining alongside favorite Frozen Characters at Arendelle: A Frozen Dining Adventure. Prepare to be pampered at Palo Steakhouse, an elegant, adults-only restaurant inspired by the lovable pomp and circumstance of Cogsworth, the enchanted clock from Disney’s Beauty and the Beast, offering a scrumptious selection of premium steaks and exquisite Italian dishes. Feel the thrill on AquaMouse, the first-ever Disney attraction at sea. And with elevated adult-exclusive spaces like the Star Wars: Hyperspace Lounge and incredible kids’ clubs like Marvel Super Hero Academy, there’s something for everyone to enjoy on board. Magic meets the sea on the Disney Wish on 3- and 4-night adventures to The Bahamas and Disney’s private island, Castaway Cay! To learn more about your next meeting or incentive at sea visit DisneyMeetingsAndEvents.com ©Disney Ships’ Registry: The Bahamas MEET THE DISNEY WISH Welcome aboard the newest ship from Disney Cruise Line, the Disney Wish. Here, there’s enchantment around every turn as fantastical worlds and favorite stories from Disney, Marvel, Star Wars™ and Pixar come to life like never before! Indulge in imaginative dining alongside favorite Frozen Characters at Arendelle: A Frozen Dining Adventure. Prepare to be pampered at Palo Steakhouse, an elegant, adults-only restaurant inspired by the lovable pomp and circumstance of Cogsworth, the enchanted clock from Disney’s Beauty and the Beast, offering a scrumptious selection of premium steaks and exquisite Italian dishes. Feel the thrill on AquaMouse, the first-ever Disney attraction at sea. And with elevated adult-exclusive spaces like the Star Wars: Hyperspace Lounge and incredible kids’ clubs like Marvel Super Hero Academy, there’s something for everyone to enjoy on board. Magic meets the sea on the Disney Wish on 3- and 4-night adventures to The Bahamas and Disney’s private island, Castaway Cay! To learn more about your next meeting or incentive at sea visit DisneyMeetingsAndEvents.com tables surrounding a central stage, with per- formances and show effects that will spread throughout the room. The Disney Trea- sure will embark on its maiden voyage, a seven-night Eastern Caribbean cruise from Port Canaveral, Florida, this December, followed by an inaugural season of seven-night itinerar- ies to the Eastern and Western Caribbean from Port Canaveral. Disney Cruise Line is also building out a new ship, Disney Adventure, that will be homeported in Singapore for at least five years beginning in 2025. Disney Adventure will be dedicated to Asian destinations and markets. The 208,000-gross-ton ship will become the largest in Disney’s fleet and will be the cruise line’s debut in Southeast Asia. Ports of Call The destinations and ports of call are broadly varied on the Disney Cruise Line ships. Disney Dream offers options for groups and incen- tives on four- and five-night cruises to locations in west- ern Caribbean and The Bahamas such as Grand Cayman, Cozumel and Nas- sau. Disney Dream also sails to European destinations in the Mediterranean, Greek Isles, British Isles and popular locales in the Norwegian Fjords and Iceland. Disney Dream sails to the Castaway Cay, a private island in The Bahamas reserved exclusively for Disney Cruise Line. Disney Castaway Cay offers beaches, lagoons for snorkeling, walking trails and BBQ dining locations. Groups can set up private areas on Castaway Cay and host events with music, dancing, Disney characters and a host of other options. They have an entire area of the beach that’s only for adults including a spa. Groups booking on the Disney Magic can choose three routes in the Caribbean that all stop at Disney Castaway Cay. Its Western Caribbean route offers ports of call in Mexico, Grand Cayman, Jamaica and more while its South- ern Caribbean route stopping in Martinique and Barbados among other locales, and Eastern Caribbean offers Domini- 24 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com Meeting planners looking to be a star by find- ing a unique and incredible venue will absolutely be that when they choose Celebrity Cruises. Known as one of the best premium cruise lines in the industry, Celebrity Cruises offers 16 award- winning ships with unique experiences in more than 300 destinations and 3,000 shore excursions on all seven continents. From Asia, Alaska, Aus- tralia to Europe, the Caribbean and many more destinations, Celebrity Cruises lead a new era of corporate travel. Attendees can expect unique conferences, fundraisers, product launches, trade shows and more while experiencing the seven seas as their brilliant background for a tailor-made luxury experience. Meeting planners can find the perfect space to host meetings with exclusive access to onboard facilities. They can save time and money with F&B and entertainment, which is all included in the cruise fare. Impressive the- aters set the stage for larger conferences, while comfortable lounges can accommodate smaller breakout sessions. For more information, visit celebritycorporatekit.com/group-meetings. Celebrity Cruises: Leading a New Era of Corporate Travel The Meeting Place aboard Celebrity Edge Disney Castaway Cay Photo by Steven Diazcan Republic and Puerto Rico, among others. Disney Wonder heads to Alaska with stops in historic towns like Ketchikan, Skagway and Juneau, as well as gla- cier viewing along the Stikine Icecap. It also runs itinerar- ies in Mexico with stops at Puerto Vallarta and Los Cabos for snorkeling or sailing down the Baja Peninsula. Other options include glass-bottom boat tours on California’s Catalina Island. Its Caribbean itinerary can include the nature island of Dominica, the beaches of St. Thomas in the U.S. Virgin Islands and the colonial history of Puerto Rico’s San Juan. The Disney Fantasy and Disney Wish travel to islands throughout The Bahamas and Caribbean. All sailings on these Port Canaveral-based ships feature a visit to Cast- away Cay. Disney Wish offers mainly three- and four-night Bahamian vacations, while the Disney Fantasy sails to popular ports in the eastern and western Caribbean on seven-night cruises. Disney Cruise Line introduced its new dedicated cruise terminal last year at Port Everglades in Fort Lauderdale. The Disney Dream began sailing from the dedicated cruise terminal last November and will be followed by the Disney Magic this May. The experience starts when guests enter the terminal, as the experience turns into the Disney and Pixar’s film, “Finding Nemo.” Guests are joined by some of the movie’s favorite characters on colorful murals, including fish, rays and coral. As guests get closer to embarkation, they will be welcomed by characters Nemo, Marlin and Dory. Overhead, the ceiling fixtures are designed to make guests feel like they are undersea and part of the movie. This year, there are sailings from Fort Lauderdale to Disney’s new island destination, Disney Lookout Cay at Lighthouse Point in Eleuthera, The Bahamas, which offers play areas for children as well as adult-only beaches, din- ing areas, bars and beachside cabanas. At the heart of Dis- ney Lookout Cay at Lighthouse Point is a colorful arts and cultural pavilion where special programs and local artists offer opportunities to learn and celebrate the traditions and natural beauty of The Bahamas. Disney partnered with Bahamian artists, historians and cultural ambassadors when designing Disney Lookout Cay at Lighthouse Point. Some other local elements infused into the destination include the colors and music of the Baha- mian street parade, Junkanoo. Murals, sculptures and other designs created by Bahamian artists, including some from Eleuthera, are integrated into gathering spaces and cabanas, which can be used by corporate and incentive groups. The growing trend of meetings at sea is keeping corpo- rate event planners sailing away! And looking to keep the cruise community among their venues of choice for meet- ings and or incentive. C&IT TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 25 With some of the newest ships in the industry, Norwegian Cruise Line currently boasts the youngest fleet among major North American cruise lines. Thanks to a wide range of revolutionary features, in addition to a number of new spaces and interactive expe- riences meant to excite and inspire, attendees can expect an extraordinary meeting at sea. Norwegian Viva, the sec- ond ship of the groundbreaking Prima Class, debuted last fall. Mirroring the design of the award-winning sister ship Nor- wegian Prima, Norwegian Viva features standout onboard experiences, including the Viva Speedway — the three-level racetrack; Indulge Food Hall, an upscale food market exhibiting 11 unique eateries; the fastest slides at sea, The Drop and Rush; and NCL’s industry- exclusive sustainable cocktail bar, the Metropolitan Bar. Following the success- fully launched Norwegian Prima and Norwegian Viva, making new waves in March 2025 will be the Norwegian Aqua, the latest evolution of its innovative Prima Class Norwegian Cruise Line. With contemporary accommoda- tions, spectacular dining choices and award-winning Broadway performances like “Jersey Boys” or “Footloose,” attendees will discover entertainment that’s beyond anything at sea. Visit ncl.com for more information. Norwegian Cruise Line: Entertainment Beyond Anything at Sea Norwegian VivaW hy should meeting and event planners bother with social media? No need to Google this. Last year, an event plan- ner’s post on social media revealed the perfect answer. “Social media is of high importance to meeting and event professionals, and particularly with event planning.” It stated that “more than 85% of event planners are using social media for promoting their event.” If you’re a meeting and event planner and you’re part of the remaining 15%, one of the New Year’s resolutions you should keep is this: how to build a strong planner’s social media presence in today’s tech-driven, tele-everything world, where most of us have come to rely heavily on digital connections for work and networking. Social media is vital to most companies and individu- als looking to market themselves, and it’s no different for the meeting industry. The stats don’t lie. According to Our World in Data, a non-profit research firm with thousands of experts around the world, by the end of 2019, Facebook had over 2.4 billion active users. Instagram also crossed the 1 billion user mark, while Twitter (X) had around 350 million people on the platform. The growth of social media networks over the last few years has seen a swift up-climb — and the ‘hashtag revolution’ has considerably impacted those brands and businesses that took to channels like FB, Instagram, Twitter/X, YouTube and even TikTok to reach and engage with a global audience. The events industry has also made use of social media to increase the buzz about their events and conferences. Duane Gibson is a small business social media advisor and owner of Spelled With U, a social media management com- pany in Alexandria, VA. He works with several meetings- related groups. In one of his recent blog posts, Gibson stated that “the evolution of social media’s role in marketing meet- ings and events encompasses more than just storytelling. It has enabled meeting planning professionals to create a sense of FOMO (fear of missing out) for their events.” Like many in the industry, Gibson understands that social media can be instrumental in boosting many of the aspects of event planning digitally, from event marketing to the attendees to venue marketing, and even to real-time, two-way communications. With effective posts, event planners are sharing high- quality content on social media channels to engage the bil- lions of active social media users, including event attendees. Social Media Networks At its core, social media is a platform based on all aspects of networking. Event planners know this, so they’re finding that business connections are made easily through social media. And LinkedIn isn’t the only great social chan- nel to forge new business relations. This story was made possible by connecting with meeting and event planners through Facebook, LinkedIn and even Instagram. For independent meeting and event planner Sandra Tutkute, owner of Bloomssandmacarons, an event company in Chicago, IL, that provides her services for both corpo- rate and other events, social media doesn’t just help drive business. It ultimately drives revenue for herself and her DepositPhotos.com The #Hashtag Revolution Building a Strong Planner’s Social Media Presence BY ALANA CASTILLAS INDUSTRY INSIGHT 26 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comcompany, as well as inspires her work. “I’ve been follow- ing social media trends since it all began,” said Tutkute. “I like to see what other people do on social media, how they promote and advertise their events. I believe more in showcasing your work rather than just creating an image on social media.” Like most planners, Tutkute believes in connecting with peers and industry leaders at meetings and events often leading to smooth networking opportunities on social media networks such as LinkedIn, Instagram, and Facebook. But, unlike some planners, she doesn’t rely on social media too heavily to find new business or build her network. “The most important thing is to do your job. Do it at your best and the rest will come along,” she said. “Having a planner’s authentic personality and solid leadership skills enable me to adapt and engage to achieve high-level results quickly. My multi-faceted approach, for instance, gained by being a lifelong learner, has ensured productive conversa- tions and the evolution of ideas and processes.” While Tutkute is proficient in using social media to com- municate with and grow her network, what drives her is to get the job done well. “I enjoy the social nature and strong relationships that drive the success of the hospitality indus- try. My relationships are warm, personal and lasting,” she added. But of course, not everyone uses every social media platform. In fact, one could argue that you don’t need to post on every app to be successful. Like Tutkute, Lori Dolan, an event planner and owner of Events from Lori in Wellington, FL, uses Facebook and Instagram to network and create con- nections with others in the industry. She said, however, “I’m on the fence about TikTok and probably need to research some best practices.” “I need to bone up more on LinkedIn because that is where more corporate leads and clients are. It is much more than just promotional postings; LinkedIn is a more professional resource to search for leads and the right contacts. Most of my postings have been colorful yet polished teaser videos for my events. Lately, I have been incorporating survey results from around the event industry to bolster my offerings,” said Dolan. Event Digital Marketing Before social media became a thing, event planners used “industry publications, mailers, email blasts and good old-fashioned email to showcase events,” said Christy Lamagna, master event strategist, at Strategic Meetings & Events, in Bernardsville, NJ. Like other event planners, she saw the evolution of social media turn into a new digital marketing resource. The first recognizable social media site, as we know it today, was Six Degrees. This platform was created in 1998 and was based on the “web of contacts” model of social networking. It enabled users to upload a profile and make friends with other users. Since then, a lot of things have changed for social media networks and how professional corporate event planners use these platforms, but a lot more has remained the same. For planners, no amount of post impressions and reaches can replace the “in-person networking and industry mix- ers, including local event organization chapters, chambers of commerce, etc.” Dolan continued, “For a while, I was also doing EDDM (Every Door Direct Mail), but it didn’t have the reach I was looking for. Plus, it could become quite costly, and the response rates did not justify the spending.” It used to be that social media was an intern’s responsi- bility. But corporate event planners have seen how that has also changed. Social media now requires dedicated individ- uals who prioritize it every day to maximize its impact. “Analytics and the aforementioned spending dollars were the main reason social media exploded,” explained Dolan. “Where once people looked at social media posts like data entry, now they are the lifeblood (for better or worse) of a business. And since the dreaded cancel culture can negatively impact a reputation with just one post, you need someone at the social media helm who can address a possible crisis swiftly and professionally.” Social media is where attendees are gathered, so while “handling social media directly is a wonder- ful turn of events, it is a full-time job,” said Lamagna. “People need to be engaged constantly. The demands of managing multiple social media platforms, creating content, analyzing data and engaging with your audience are more than an intern’s or part-time commitment. If you can influ- ence behavior, you have achieved suc- cess. Event strategists know that.” Building a Planner’s Image As for how planners are using social media to build their image, propel their careers and increase their brand, Dolan likes to trek carefully depending on her audience. “In my opinion, for corporate meetings and events, LinkedIn is my first choice, followed by Facebook and Ins- tagram. I am also on the fence right now about Twitter/X, as I do not see it as an effective promotional tool. It’s mostly been a place to share thoughts and opinions.” TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 27 You need someone at the social media helm who can address a possible crisis swiftly and professionally. LORI DOLAN Event Planner and owner Events from LoriFor inspiration for her event concepts, Dolan likes to follow vendors she works with or those she hopes to part- ner with for future collaborations, and even to take a peek at the competition. This may come as no surprise, but most planners see themselves as competitors when in reality they are essentially in competition with their clients. This calls for planners to market or brand themselves differ- ently, and social media is the perfect tool for that. “Quality over quantity,” Lamagna said. “Be authentic and relatable. Make sure your content is useful and original. Don’t post for the sake of posting. It’s important to value your audience’s time, not inundate them with messages. It’s also important to remember that perfection is the enemy of progress; you’re not on a movie set. Allow your social media to capture you as your authentic self, not a perfectly lit, coiffed mannequin.” Because of social media’s visibility, planners can embrace a clear digital marketing strategy that focuses on the desir- ability and accessibility of their destinations. They should use all the tools available to promote their brand, showcase their work and reach attendees. The final polished content benefits everyone who’s viewing and taking notes. “Certain small elements should never be overlooked,” said Dolan, who thinks carefully about how to leverage social media effectively so she can increase awareness, generate excitement and drive growth for her company. When she’s looking at her competitors, bland content does not excite her. “Sometimes, the concentration is so intent on being witty or eye-catching, details are lost. Recently, a chapter of a major event organization had a holiday event, and the title of the event was hidden in this Roman numeral combination, so you had to concentrate and pay attention to see the words. It engaged you, it was cool, frankly, and it 100% worked. The event was sold out within a brief time.” She recalled another post where the event planner men- tioned the fine speaker lineup and scheduling, but that was all lost as the planner also posted about the venue’s lackluster food choices and related expenses that added up. That negative feedback did not excite Dolan. “When I first started on social media, Face- book was just a way to find old friends, and your status updates were limited to a few pre- programmed choices. And then it became like that old shampoo commercial from the 80s… ‘and they told two friends, and so on…’ Friends begat other friends, and then everything expanded to business and business pages, etc. The best part of any social media for me is coming across someone else’s posting or tag and discovering a new idea, contact, venue or organization I need to book or be a part of.” Lamagna not only looks at her peers’ social media plat- forms but at other people’s social media from all walks of life and uses them for inspiration. “It goes back to being your authentic self so drawing inspiration can’t be confused with emulating someone else’s style. It’s about your message and your brand,” she said. From meeting planners who post on social media after attending conferences or events, Lamagna has observed that brief posts are usually better for engagement. “People who have successfully shared key insights are posting valu- able content, not posting for the sake of posting. Remem- bering that everything about your audience is key. It may be your post but you need to answer the question, ‘What’s in it for me?’ to get eyeballs.” While Facebook and LinkedIn are effective platforms where planners like to gather, Instagram and TikTok are perfect for them to provide glimpses into the daily life of a meeting planner, or document the entire conference journey, from traveling to the destination to the culmina- tion of the event. “People have limited time. If you are using your video instructively then a beginning-to-end documentation of an entire conference may be useful on these platforms,” said Lamagna, who finds that short clips of things that happen onsite get more traction. “For instance, a shot of a gorgeous general session set. I hesitate to put too much emphasis on the food and the décor as most events are about the content being shared, not the accessories. Planners get frustrated that they are not taken seriously and then post photos of parties and floral arrangements on Instagram; we are what we post.” Industry News Source Planners often get their latest industry news, job oppor- tunities and trend updates from social media. Whether • Know your audience: generate content depending on whether they’re Boomers, Gen X, Millennials or Gen Z. • When posting about your events, read your attendees’ comments and opinions being expressed. Reply promptly to any complaints. • Share media content: pho- tos, videos and trailers about your upcoming event on social media platforms like LinkedIn, Face- book, Instagram and TikTok. • Share Surveys and polls on Insta- gram and Facebook. • For attendees who couldn’t attend your event, share full event recordings on Facebook and LinkedIn. 5 Social Media Tips: 28 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comfrom an individual planner, event company, vendor firm or a group post, which is typically emailed to registered attendees, many of these conversations lead to endur- ing relationships. Some of the most popular groups are those created for an event, where people connect and network with other planners and attendees. There you can find people such as Ed Graziano, founder and managing director of Corporate Event Interactive, an events company in Chicago, IL. To rejuvenate attendees, Graziano and his team cre- ate activities to kick-off a meeting or provide that much- needed burst of energy at the halfway point of an event. Now more than ever, event planners are using social media platforms as a tool to reach industry insiders, as well as those looking to get inside the industry. Graziano posted recently: “Looking for a part-time or full-time book- keeper to add to our Cor- porate Event Enterprises, Inc.’s Finance Team.” For event planners look- ing to connect, all the social channels provide plenty of open and closed groups in which to network. Corporate Event Planners is a “closed group designed to bring together top professionals eager to absorb, advance and advise” and their posts are as diversified as the members themselves. “I am pursuing a career in corporate event plan- ning. #eventprofs,” posted an anonymous member in the group thread. Creating Identifiable, Branded Hashtags With a new year comes new growth, and new opti- mism to work as a collective to connect and plan creative designs for events. To that end, corporate planners create, share, and maintain a unique personal and company brand identity online. This is most important for making connec- tions, sharing industry news, promoting events, develop- ing relationships and ensuring maximum exposure for an upcoming event. For that reason, planners use event planner hashtags such as #eventprofs, #eventplanner, #meetingprofs, #cor- porateevents and #eventpros. As a standard, four to five hashtags should be used in all event posts on their social media channels. “I build an online invitation with plenty of hashtags. Especially if it is a public show or event, I like to tag as many business and community organizations as possible,” said Dolan. “And not only hashtags but mentions (@) can spread your brand like wildfire. Sometimes I ask attend- ees to hashtag murdermysteries or impersonators and @ eventsfromlori or the venue or organization. Together, these have amplified my bookings.” After the meetings and events have been planned and delivered, most event planners know that planning extends well beyond the event day. The same hashtags used before and during an event should be used in posts after the event is over, most especially those containing attendee feedback or reviews. Social Listening While connecting, shar- ing and engaging are part of social media, so is social listening. Social listening is useful for understand- ing what attendees are saying about an event. And this practice pro- vides valuable insights for future improvements. “Planners should refrain from responding to every single review or response defensively,” said Dolan. “Now, that may come off as counterproductive, but I have seen places where their social media representative is like a rabid dog — knee- jerk responding to every poor review or a review that something could use improve- ment. Sometimes, you need to take a look at the big picture, recognize the keyboard jockeys for what they are and focus on the ones who are truly giving you good information.” Planners know social media is a digital marketing and networking tool. It helps generate leads, connect and meet attendees, as well as build relationships. They also know that the #hashtag revolution is evolving. So, what works today may not work tomorrow. And it is not a one-size-fits- all digital marketing tool. While creating engaging content with different media is good, figuring out what platform and what hashtags are best for a post is key. After all, not all platforms were created equal. “I love LinkedIn, but I would not use that to create buzz,” concluded Dolan. “TikTok and Facebook Reels, yes. This harkens back to having the right person in charge of your social media because the content and the amount of effective postings are daunting. Years ago, I used a social media scheduling tool, and it was great. Now I use Canva Pro, so I am going to start leveraging its media posting plat- form this year.” C&IT Courtesy of Lori Dolan Lori Dolan uses #murdermysteries, #impersonators, @eventsfromlori, as well as her client’s hashtags, to amplify their events. TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 29Next >