Experiencing IMEX America in person for the first time was a remarkable opportunity to immerse myself in the dynamic atmosphere of the Mandalay Bay Convention Center in Las Vegas and connect with the unique IMEX community cultivated by the organizers over the years. This global event has evolved into an essential platform for the MICE industry, fostering invaluable connections, insights, and innovations for professionals worldwide. As a content creator, the chance to produce digital content on-site was invaluable, adding a dynamic and engaging dimension to my overall experience.
In this comprehensive Social Listening Report, I explore the significant role that social media and digital marketing played at IMEX America 2024, examining how these tools shaped and enriched the event’s narrative. From innovative strategies to emerging trends and key industry conversations, this report delves into how digital engagement influenced this year’s gathering, setting a new standard for MICE industry events.
And there’s an exclusive reveal waiting at the end – a surprise you won’t want to miss.
Intro
This report utilizes the social media listening tool Brand24 to analyze conversations surrounding the #IMEX24 hashtag – IMEX America’s official tag—and related keywords like “IMEX America” across the internet from September 26 to October 26, 2024. This timeframe allows for a comprehensive analysis of digital engagement, capturing pre-event buzz, real-time interactions, and post-event reflections.
This monitoring includes a variety of platforms: Facebook, Instagram, Twitter, TikTok, YouTube, podcasts, and websites, providing a holistic view of how the IMEX community is connected and engaged online.
IMEX America 2024 summary
The social listening analysis related to IMEX America in Las Vegas reveals a total of 2,275 mentions across various platforms, reflecting the event’s significant online presence. This includes 1,846 mentions on social media and 429 mentions from non-social sources.
The estimated social media reach stands at 1,045,427, while the non-social reach is approximately 1,273,991, showcasing the extensive visibility of the event. I must say, I’m truly impressed by these numbers!
Engagement metrics indicate 24,952 interactions on social media, including 1,819 pieces of user-generated content and 23,599 likes.
Notably, 122 videos, including content from TikTok and YouTube, contributed to the overall engagement, highlighting the multimedia aspect of discussions surrounding the event.
Sentiment analysis shows a predominantly positive outlook, with 99.7% of mentions being positive, reflecting the favourable reception of IMEX America among attendees and participants. The average value of engagement (AVE) is estimated at $192.08k, underscoring the event’s impact and relevance within the MICE industry.
Topic Analysis: IMEX24
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1. MICE Industry Updates
- Description: This category centres on updates within the MICE industry, covering news about sustainability, new initiatives, and activities of international associations.
- Metrics: With 137 mentions and a 208K reach, it commands a 32.99% share of voice, making it the most prominent category.
- Analysis: The high reach and significant share of voice show strong audience engagement with industry-wide updates. This likely reflects growing interest in sustainability and international collaboration, indicating that these are critical themes for MICE stakeholders.
2. IMEX America 2024 (Registration Information)
- Description: This subtopic focuses on the registration process and event-specific conferences for IMEX America 2024.
- Metrics: It has 207 mentions with a 153K reach and a 24.2% share of voice.
- Analysis: As a high-profile event, IMEX America 2024 is drawing substantial attention, particularly regarding registration. The high reach and mentions indicate that anticipation for the event is significant, and attendees are actively engaging with preliminary information.
3. IMEX America 2024 (Promotions & Networking)
- Description: Covers discussions around IMEX America 2024 related to promotions, booth information, and networking opportunities.
- Metrics: With 180 mentions and 108K reach, this category holds a 17.2% share of voice.
- Analysis: This segment’s focus on promotional and networking aspects is crucial for exhibitors and attendees looking to maximize visibility and business connections at IMEX. The sizable share of voice reflects an engaged audience interested in the event’s professional networking opportunities.
4. Polish Tourism Showcase
- Description: Highlights tourism and event venues in Poland.
- Metrics: 63 mentions, 48K reach, and 7.55% share of voice.
- Analysis: Poland’s positioning as an attractive MICE destination is well-received, though its reach is lower than topics directly related to IMEX. However, this indicates interest in Poland as a niche but growing market within the MICE industry.
5. Liberty MICE Promotions
- Description: Liberty International’s promotions for their MICE services at IMEX Las Vegas, emphasise various global destinations.
- Metrics: Achieving 75 mentions and 38K reach, with a 6.03% share of voice.
- Analysis: Liberty’s strategy to leverage IMEX for global promotion highlights how companies use major industry events to showcase international offerings. Though smaller in reach, the topic still maintains a steady audience interested in diverse MICE destinations.
6. Event Planning Insights
- Description: Provides tips and insights related to event planning, targeting IMEX 2024 attendees.
- Metrics: 58 mentions, 36K reach, and 5.66% share of voice.
- Analysis: This reflects the audience’s desire for practical knowledge in event planning, likely indicating a high value placed on professional development among attendees. This category, though not as widely mentioned, aligns with the educational goals of the IMEX event.
7. IMEX America Exhibitors
- Description: Focused on exhibitors and scheduling appointments for the IMEX America event.
- Metrics: 69 mentions, 29K reach, and 4.62% share of voice.
- Analysis: This smaller but targeted segment demonstrates interest in exhibitor participation logistics, highlighting the importance of visibility and client connections for businesses attending IMEX.
8. Event Industry Sustainability
- Description: Discusses sustainability initiatives within the events industry, such as carbon reduction efforts and awards.
- Metrics: Only 2 mentions with 5.2K reach, resulting in a 0.83% share of voice.
- Analysis: Although it’s a small portion of the discussion, sustainability’s presence shows that it’s beginning to gain traction within the MICE sector. As sustainability concerns grow, this topic might expand, especially with increasing regulations and consumer demand for eco-friendly practices.
The piece of the report presented above was created thanks to AI solutions implemented in Brand24. Below you will find my Quick & Sweet Social Media Report #IMEX24 infographics from IMEX America 2024.
Social media mentions and reach
The social listening analysis for IMEX America in Las Vegas highlights a total of 2,275 mentions across various platforms, reflecting the event’s substantial online engagement. Below is the breakdown of mentions by platform:
- Facebook – 99 mentions
- Instagram – 1,195 mentions
- X (Twitter) – 371 mentions
- TikTok – 71 mentions
- Videos – 51 mentions
- News – 371 mentions
- Podcasts – 6 mentions
- Blogs – 23 mentions
- Web – 85 mentions
As anticipated, Instagram once more led social media mentions at IMEX America, generating this time over three times the volume of posts compared to X (Twitter). Nevertheless, X remains the second most popular platform for users to share their updates. Additionally, the report noted more than 70 TikTok videos, marking the highest number produced for the event to date.
Should IMEX consider creating and managing activities on its own TikTok profile to engage with different audiences? The content they produce for Instagram Reels is particularly well-suited for this entertaining platform.
Strategic Fusion: How E-Marketing Enhances Trade Show Impact
20 of the most active public profiles
This compilation highlights the top 20 most active public profiles. It features their social media handles, along with their follower counts and total mentions.
| # | Profile Name | Site | Mentions | Followers | Share of Voice | Est. Social Reach | Influencer Score |
|---|---|---|---|---|---|---|---|
| 1 | liberty_itg | X (Twitter) | 15 | 491 | 1.076 | 11,249 | 4/10 |
| 2 | JaroslawMarciuk | X (Twitter) | 14 | 3,746 | 1.612 | 16,848 | 7/10 |
| 3 | PolandCvB | X (Twitter) | 11 | 461 | 0.767 | 8,017 | 4/10 |
| 4 | Breaking News Show: Travel & Tourism | Youtube | 10 | 1,780 | 0.009 | 89 | 6/10 |
| 5 | callmejaro | TikTok | 8 | 94 | 0.208 | 2,172 | 2/10 |
| 6 | crowdcomms | X (Twitter) | 8 | 1,248 | 0.095 | 994 | 6/10 |
| 7 | Poland Convention Bureau | 6 | 565 | 0.032 | 339 | 5/10 | |
| 8 | IMEXGroup | 6 | 17,734 | 1.789 | 18,700 | 8/10 | |
| 9 | promtur_panama | X (Twitter) | 6 | 1,261 | 0.182 | 1,900 | 6/10 |
| 10 | prevuemeetings | X (Twitter) | 6 | 3,438 | 0.197 | 2,062 | 7/10 |
| 11 | kongresmagazine | X (Twitter) | 6 | 1,476 | 0.084 | 882 | 6/10 |
| 12 | Travel And Tour World | Youtube | 5 | 3,170 | 0.008 | 82 | 7/10 |
| 13 | meetingstoday | X (Twitter) | 5 | 16,822 | 0.724 | 7,566 | 8/10 |
| 14 | eventoslatam | X (Twitter) | 5 | 99 | 0.004 | 45 | 2/10 |
| 15 | eTurboNews | X (Twitter) | 5 | 21,519 | 0.926 | 9,680 | 8/10 |
| 16 | FacilitiesMedia | X (Twitter) | 5 | 2,267 | 0.153 | 1,604 | 7/10 |
| 17 | ExpoLogic | X (Twitter) | 5 | 1,844 | 0.088 | 920 | 6/10 |
| 18 | DMI_Hotels | X (Twitter) | 5 | 1,178 | 0.346 | 3,617 | 6/10 |
| 19 | CreativeGroupIn | X (Twitter) | 5 | 1,539 | 0.416 | 4,354 | 6/10 |
| 20 | AttendInteract | X (Twitter) | 5 | 1,749 | 0.083 | 871 | 6/10 |
20 the most influential public profiles
Here you can explore the key figures driving the digital conversation at IMEX America 2024: the top 20 influential public profiles. With their strong presence and significant engagement across various social media platforms, these profiles play a crucial role in shaping the online landscape of the event in Las Vegas. Their insights and interactions help to amplify the discussions and trends that define the future of the meetings, incentives, conferences, and exhibitions.
| Rank | Profile Name | Site | Mentions | Followers | Share of Voice | Est. Social Reach | Influencer Score |
|---|---|---|---|---|---|---|---|
| 1 | BoletinViajes | X | 2 | 1,264,024 | 4.865 | 50,577 | 10/10 |
| 2 | IMEXGroup | Facebok | 6 | 17,734 | 1.799 | 18,700 | 8/10 |
| 3 | JaroslawMarciuk | X | 14 | 3,746 | 1.621 | 16,848 | 7/10 |
| 4 | RCBrwanda | X | 1 | 14,531 | 1.530 | 15,900 | 8/10 |
| 5 | SATravelTrade | X | 4 | 41,126 | 1.472 | 15,303 | 8/10 |
| 6 | MG_MOD_OMAN | X | 1 | 146,938 | 1.414 | 14,700 | 10/10 |
| 7 | PROCOLOMBIACO | X | 1 | 260,837 | 1.254 | 13,041 | 10/10 |
| 8 | AlroyaNewspaper | X | 1 | 238,318 | 1.146 | 11,915 | 10/10 |
| 9 | liberty_itg | X | 15 | 491 | 1.082 | 11,249 | 4/10 |
| 10 | echaillo | X | 4 | 11,642 | 0.976 | 10,147 | 8/10 |
| 11 | phunware | X | 2 | 12,621 | 0.943 | 9,800 | 8/10 |
| 12 | eTurboNews | X | 5 | 21,519 | 0.931 | 9,680 | 8/10 |
| 13 | SkiftMeetings | X | 2 | 48,247 | 0.836 | 8,689 | 8/10 |
| 14 | PolandCvB | X | 11 | 461 | 0.771 | 8,017 | 4/10 |
| 15 | mcr_conf | X | 3 | 3,193 | 0.741 | 7,700 | 7/10 |
| 16 | meetingstoday | X | 5 | 16,822 | 0.728 | 7,566 | 8/10 |
| 17 | Uruguay_Natural | X | 1 | 144,742 | 0.696 | 7,237 | 10/10 |
| 18 | ShLetsMeet | X | 1 | 95,845 | 0.645 | 6,709 | 9/10 |
| 19 | NorthstarMeets | X | 3 | 21,465 | 0.641 | 6,663 | 8/10 |
| 20 | submintur | X | 1 | 1,221 | 0.606 | 6,300 | 6/10 |
The social listening analysis for IMEX America identified the most engaged countries in terms of mentions and reach. The United States led the activity, followed by notable participation from Poland and the United Kingdom. Oman and Mexico also demonstrated significant engagement, contributing to the event’s broad international reach and influence.
Read also:
- The Top 100 Most Influential People in the Events Industry
- IMEX Frankfurt 2024 takeaways on innovation and inspiration
- IMEX Frankfurt 2024 Social Listening Report
- How to master LinkedIn for the MICE industry in 2024
Trending hashtags at IMEX
The analysis reveals the top trending hashtags that gained traction across social media during the event, with #imex24 and #imexamerica leading the way. These hashtags reflect the most popular topics among the vibrant community of event professionals and highlight the key themes that shaped discussions.
| Rank | Hashtag | Mentions |
|---|---|---|
| 1 | #imex24 | 953 Mentions |
| 2 | #imexamerica | 656 Mentions |
| 3 | #eventprofs | 522 Mentions |
| 4 | #imex2024 | 311 Mentions |
| 5 | #imex | 286 Mentions |
| 6 | #lasvegas | 231 Mentions |
| 7 | #mice | 146 Mentions |
| 8 | #meetingprofs | 144 Mentions |
| 9 | #imexlasvegas | 137 Mentions |
| 10 | #imexcited | 119 Mentions |
| 11 | #events | 112 Mentions |
| 12 | #imexperience | 101 Mentions |
| 13 | #libertytourism | 94 Mentions |
| 14 | #libertydmc | 82 Mentions |
| 15 | #eventplanner | 77 Mentions |
| 16 | #networking | 74 Mentions |
| 17 | #eventtech | 74 Mentions |
| 18 | #imexamerica2024 | 62 Mentions |
| 19 | #corporateevents | 61 Mentions |
| 20 | #eventplanning | 60 Mentions |
Emoji Analysis
A standout feature of social listening for me is Emoji Analysis, which provides insight into the emotional tone of the IMEX discussions. This tool reveals the sentiment behind the conversations, offering a deeper understanding of participant engagement.
Behind the Scenes at IMEX24 with Carina Bauer
While creating a report with Brand24, I came across an insightful post-event podcast conversation featuring Carina Bauer, IMEX CEO and award-winning event industry professional. In the #IMEX #DESIGNtoCHANGE PODcast ONstage with Ruud Janssen, Carina shares valuable perspectives on the event and the evolving landscape of the meetings and events industry.
Check out Event Design Collective Vimeo.
Final Thoughts
Attending IMEX America in Las Vegas for the first time was a remarkable opportunity to experience the vibrant energy of the event at Mandalay Bay Convention Center. The IMEX community’s unique atmosphere highlights its significance as a key trade show for the MICE industry, fostering connections and inspiring innovation.
Capturing digital content on-site across platforms like LinkedIn, X, Facebook, TikTok, and Instagram – both on the personal and corporate (Poland Convention Bureau) profiles – added an exciting dimension to my experience, allowing me to convey the essence of IMEX America. Just #IMEXcited and #IMEXhausted.
The power of Social Listening in tourism and the MICE industry
This report delves into the vital role of social media and digital marketing at IMEX America 2024, examining how these tools shaped the event and enriched its narrative. Through key digital strategies and trending conversations, this analysis underscores the impact of digital engagement in elevating MICE events.
What strategies do you think could further enhance engagement at future events? How do you envision the role of social media evolving in the MICE industry? I’d love to hear your thoughts!
