La gestión estratégica de la marca en los eventos empresariales 2.0.

Abstract

The business events in the relationship marketing strategy have recently undergone an unprecedented transformation both in their own identity and in the specific social communication processes that go on before, during and after the holding of the event. Together with the traditional marketing strategy and the linking with the stake-holders by means of relationship strategies, in the context of the present society, the social media become indispensable platforms to interconnect and interact with groups of interest of business organizations by means of communication 2.0 and social networks. This fact undoubtedly increases the potential of the relationship and communication strategies that business organizations can apply in corporate events and leads us to the need to consider the way the brand-event is managed, and also a new professional profile for the event manager, linked to the functions of emerging roles in the context of online communication, such as the Community Manager, the Content Manager or the Content Curator. Through an intentional sampling of twelve national and international corporate events developed by companies, associations or business organizations and held in our country in the year 2012, we aim to analyse, by means of the case studies methodology, whether the planning of the actions implemented on social media has been designed from well-defined strategic objectives and is, consequently, based on a 2.0 communication strategy, or, on the contrary, its use means an exceptional activity that starts and ends with such event. This analysis will allow us to suggest some basic guidelines that can be helpful to manage the brand strategy in the business events in a professional way.