MIPIM 2017 – time for 2018?

Now that MIPIM, the property event of the year, has come and gone and you’ve had time to evaluate your time there, your effectiveness as an organisation, your preparation for the event and your presence both physically and socially, is there anything you would have done differently?

2018 will be here in no time and MIPIM will return once more, so whilst it’s still fresh it would be beneficial to work out what you did right, what you could have improved upon and what you intend on doing new next year.

One of the key things we noticed was just how social it was this year.

Gone are the days where you would keep hold of information and release it whenever you could, or in time for a print deadline – we live in a social world and if you’re not on the ball, releasing stories and news as they break, you’ll be left behind and become less relevant as a business. Going forward, remember that it’s all about collaboration and sharing.

Proactivity will be your best friend for future MIPIM events – planning what news you want to release as a business/brand and what you want to curate from other relevant and meaningful content will show that you are a protagonist in a conversation that is relevant to your target audience.

In keeping with this, you should have a social and content plan formed prior to the event. By having a previously-created and scheduled plan, you’ll have more of a chance of being really present at the event whilst still maintaining a social presence. There are countless social media management tools you can use to help with this.

Along with being proactive, you need to be reactive. By releasing news first, either by live-tweeting or live-streaming, you’ll ensure that your company will be seen by everyone who’s following MIPIM online i.e. your target audience.  You’ll be showcasing yourself as an authoritative voice who’s at the forefront of property knowledge, solidifying yourself and your company as industry experts.

Did you use video this year? If not, you’re already falling behind. In 2017, 74% of online consumption will be in video form – and as you can imagine, this will increase next year. You don’t need expensive equipment or a degree in video production – with just an iPhone and an app like iMovie you can create brand-worthy content that will increase engagement rates on your social channels and website.

If you’re keen to livestream your video content then Periscope is your best bet. Periscope is a live video app that works through Twitter, which allows you to livestream to your entire follower base ensuring you’re as reactive as possible. People can also view these livestreams through their own Periscope accounts, increasing your reach. If your followers reside on Facebook, you can go “Facebook live” – all of your followers will receive a notification that you’re streaming, ensuring maximum exposure.

And whilst we’re talking about apps, the MIPIM 2017 app was a quintessential piece of software to ensure you had all the information you needed in the palm of your hand, from conference times to your own MIPIM diary. You can set out your agenda, check out the floor plans so you never get lost and join in on interactive sessions. Keep an eye out for it next year and take the time to learn how to use it.

Are you feeling ready?

Whether you’re an architect, planner or developer, you can be at the forefront of the social development of MIPIM 2018 – with the expanse of tools available to you, there’s no excuse! If you think you need some help getting a social or content calendar together, need assistance with video ideas or would like some training in the best-to-use apps, contact us at Roland Dransfield and we’ll make sure you get the help you need.