Reed Expositions France belongs to the Reed Exhibitions group, the world’s leading events’ organiser. In addition to the company’s corporate site Reed Expositions France operates and manages 43 web sites dedicated to its clients’ events. After purchasing BuzzWatcher in 2012, Reed Expositions now has a fully integrated solution to monitor all of its actions on social media.

1. Reed Expositions France optimises the presence
of its 40 client brands on social media thanks to
AT Internet’s efficient and effective BuzzWatcher
solution.
Reed Expositions
France
Online Intelligence Solutions
C a s e s t u d y

2. 2AT INTERNET / CASE STUDY / Reed Expositions
INTRODUCTION
Reed Expositions France belongs to the Reed Exhibitions group,
the world’s leading events’ organiser which is present in 41
countries, staging over 500 events. Reed Expositions France
organises 60 trade and consumer events (Batimat, Documation,
Salon du livre, Fiac, …) covering 18 industries.
In addition to the company’s corporate site Reed Expositions
France operates and manages 43 web sites dedicated to its
clients’ events and 3 portals representing a total of 47.6 million
page views in 2012 (OJD certified data*). Thanks to Reed
Expositions’ online activity and the development of its online
products, the company is enhancing the profile of its events.
Reed Expositions offers made-to-measure services such as
pre-registration, an exhibitor and visitor extranet for event
preparation, an online technical guide, appointment making
services, and has updated its site with new content such as an
online directory, a showcase, the latest exhibitor news, a forum
etc., allowing participants taking part in trade shows to keep
in contact, encouraging exchange within their professional
community.
The company’s e-business department has been using AT
Internet’s Analyzer solution since 2006 to track its corporate
sites and client brands. After purchasing BuzzWatcher in 2012,
Reed Expositions now has a fully integrated solution to monitor
all of its actions on social media.
* The OJD is a professional French association whose role it is to certify the
broadcasting, distribution and listing of newspapers, periodicals and other types
of advertising channel.
CHALLENGE
The company’s e-Business unit works with all of Reed
Expositions’ different departments. The e-Business unit
contains a production service which creates trade show
websites, an online marketing team which works on developing
the company’s online strategy in co-operation with the “event”
brand, and finally a performance team which Hubert Brousseau,
Web Analytics and Social Media Monitoring Manager, is part of.
Client
Reed Expositions
Industry
Event organisation
Seller
AT Internet
In figures
• 18 industries
• 1.3 million visitors
• 43 verbundene Websites
• 47.6 Millionen Page Views
Solutions
• BuzzWatcher Essential
• Analyzer III
Benefits
• Measuring ROI on all social media
activity
• Web and social analytics on the
same platform
• Improved client knowledge
Contact
Hubert Brosseau, Web Analytics and
Social Media Monitoring Manager
C a s e s t u d y
“We work with brands
that are very active
on social media. Our
ability to interact
on all channels is an
overriding challenge.”

3. 3AT INTERNET / CASE STUDY / Reed Expositions
He explains that: “Up until then we didn’t have a buzz
monitoring tool, yet all of all our brands were present on social
networks. With the BuzzWatcher solution, one of the major
goals has been to determine ROI, not only thanks to traffic
volume data, but thanks to other tangible elements such as
retweets, brand quotes, followers etc.”
In terms of e-reputation monitoring, Reed Expositions France
has clearly identified the following goals:
• Measure the impact of actions on social media by calculating
ROI to justify its marketing choices (ad purchase, display
budget, community management, etc.).
• Improve client knowledge by creating regular reports as well
as occasional audits for major events.
SOLUTION
After selecting different service providers to choose from, Reed
Expositions France chose AT Internet’s BuzzWatcher as its
monitoring solution. Hubert Brosseau explains:
“In addition to the power associated with integrating the
e-reputation tool into the web analytics tool, and being able to
cross traffic volume data with social analytics data on the same
chart, the AT Internet sales offer was very competitive indeed.”
Quick to set up
After a test period was carried out on a sample of client sites,
it only took three weeks to set up the BuzzWatcher solution.
First of all, an AT Internet consultant presented the detail
of the functionalities to future users. The consultant then
accompanied the marketing team to configure the different
sites (choice of keywords, exclusions, terminology, etc.). Reed
Expositions France wanted to have all of its customer data in
the one BuzzWatcher account for an overall, centralised view of
the data.
Regular reports: extremely useful for marketing
managers
The first step in using BuzzWatcher involves removing “noise”,
qualifying data (with the notion of sentiment in particular) and
categorising articles which are relevant to the brands analysed.
At Reed Expositions France, the articles are processed
internally by an e-marketing assistant. This task, known as
media curation, makes it possible to create daily and weekly
reports which are sent automatically to marketing and Online
product managers.
“Our initial need was to
show the impact of our
presence and actions on
social media.”
“We have been
convinced by the multi-
product dashboards
which make it possible
to cross Internet
traffic data with social
analytics.”

4. 4AT INTERNET / CASE STUDY / Reed Expositions
Targeted ad hoc studies for major events
The e-Business team carries out complete “e-Reputation
online Buzz” audits thanks to data provided by BuzzWatcher.
Before carrying out this type of study and analysing the results,
Hubert Brosseau insists on the importance of preparing and
defining KPIs. The long-term objective of this report is so that it
can be integrated into a job-specific dashboard, created with the
Business Intelligence solution used by Reed Expositions. This
link was made possible thanks to AT Internet’s API.
THE RESULTS
We have seen that BuzzWatcher is very efficient and effective
for reporting and analysing long cycles, for creating detailed
assessments, explaining traffic peaks or for detailed
comparisons between traffic data (traffic, page views, visitors,
etc.), and social data. Reed Expositions highlights the many
advantages of using the monitoring solution: consolidated
results thanks to a multi-support tool (blogs, news sites, video
platforms, social networks etc.), the logic of the interface and
how the results are presented.
Already satisfied with the work carried out by the AT Internet
teams and the Analyzer solution, Hubert Brosseau, E-Business
analyst, confirms that the multi-product dashboard feature
available with BuzzWatcher has been a considerable asset.
In his opinion, this analysis “makes the figures talk”and also
allows him to document the data accurately.
“With BuzzWatcher we
now have a professional
monitoring tool
which allows us to get
consolidated data for all
channel types.”
E-reputation study - Reed Expositions France – 2013

5. 5AT INTERNET / CASE STUDY / Reed Expositions
Other significant results for Reed Expositions France include:
- Identifying influencers on specific domains. Reed Exposition
has created the Top 20 influencers on Twitter as well as a
ranking list for these Opinion Leaders.
- The sentiment analysis, which has allowed the company
to get feedback from visitors to find out what they liked or
didn’t like in terms of the organisation and the content used
in trade shows. This analyses has also seen new needs arise
(for example the need to have a mobile application) or has
identified technical problems (such as the e-tickets working
incorrectly).
- In terms of ROI, Reed Expositions has been able to see that
3.7 million tweets were shared for one event which would have
represented an investment of 11,100 Euro if a display purchase
operation had been undertaken (a cost% of 3 Euro).
“BuzzWatcher gives us
the tools required to
determine the ROI for
channels which, up until
now, were difficult to
measure.”
Benefits
• MeasuringROIonallsocialmediaactivity
• Webandsocialanalyticsonthesameplatform
• Improvedclientknowledge

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The company, which has more than 150 employees, is present in
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About Reed Expositions Frankreich
Reed Expositions France organises 60 trade and consumer
events covering 18 industries: Art, Broadcasting Television,
Boating, Books Publishing, Building Construction,
Communication, Environmental Management, Food Service
Hospitality, Franchising, Healthcare, Homestyle, Information
Technology, Interior Design Climate Control, Jewellery,
Manufacturing, Marketing, Safety Security, Transport Supply
Chain, and Travel.
It is a subsidiary of Reed Exhibitions, the world’s leading event
organiser.
Contact
www.atinternet.com
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Online Intelligence Solutions