I attended the LuxLive 2014 event last week, located at the ExCel in London. I observed how the lighting industry was using social media during the event and I noticed a huge increase in its use compared to past events of similar size. For LuxLive there were over 5,400 social media posts before during and after the event.
This is a good sign for a B2B and OEM event, and is a huge increase on the levels of adoption that I saw 3-4 years ago. I have been in this industry for a long time, and recall being asked to develop a plan for a web page to list the main office address for my employer at that time, similar to others in the lighting industry, at a time when other industries were experimenting with adding databases to their web pages using ODBC ;-).
LuxLive Progress…
The most impressive aspect for me of the social media use at LuxLive was the presence of the social media co-coordinators actually on the manufacturer stands and the use of mobile. I connected with a few of them and the interaction was quick and responsive. The quality of the posts and tone of voice are very good, especially when compared to past lighting industry posts.
The lighting industry is progressing nicely with interactive media on the go!
LuxLive.. The 5,400
I made an analysis of the social media at LuxLive and you can view the results in an infographic format (see below). 5,400 plus social media posts were made by the lighting industry leading up to, during and after LuxLive. This number includes any social media posts with the LuxLive hashtag or that mentioned the event within the period 24th October and the 23rd November 2014.
Social media is more than mere quantity, and especially in B2B, even more so. Social media has to have business relevance. It can enhance relationships and provide leads and insights. Good to see that after a busy first day it was still not over as I received an invite via Twitter to join a regular Tweet chat being held with a lighting designer about light and architecture that was about to start in the United states. A busy day and day two proved to be just as good, and featured an award dinner and much more all highlighted on social media. The lighting industry looks like it is has moved on well from its early adoption of social media for publishing press releases and price lists to being on the way to an interactive business relevant social future!
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