Elevating the Attendee Experience   through Social Matchmaking:   Using the Principles of Social Marketing to            I...
Definitions• Social Marketing          • Social Media Marketing-Systematic approach of     -Process of gaining websitemark...
Social Media Marketing Campaign
Social Marketing Campaign
Understanding Social Marketing
1. Identify the Problematic Social Behavior• Pain point?• Challenge?• Missing or Void?
Social Media Marketing Campaign
2. Population• Identify the target population that is causing  the behavior
3. Look for Patterns in the Population• Group together individuals that are showcasing  the behavior based on a variety of...
http://zee-thedeep.blogspot.com/
4. Present the Result of Maintaining the        Problematic Behavior• Your brain will die• You will fail in your career• O...
5. Present Yourself as the           Legitimate Solution• Statistics• Degrees• Testimonials• Content• Name Dropping• WOM
6. Identify the Relief Factor• Don’t do drugs• Replace a meal with a shake• Take vitamins• Run using our shoes• Use our sp...
7. Reward the Behavior• Nancy Reagan sends you a letter• Better grades• Promotion at work• Free cocktails• Extra meetings ...
Understanding Population Dynamics
Gen Pop & Long-Tails      Source: http://www.outofmygord.com/archive/2009/10/29/The-Cult-of-Technology.aspx
Behavioral Adoption
Behavioral Adoption
Goals of the Social Marketer• Find the relevant variable that changes  behavior• Push on that variable to alter its natura...
Applying Social Marketing to Events
Applying Social Marketing• Use the same methodology• Study your population• Identify the behaviors that you want to change...
NiUG International
Something for Everyone       Source: http://www.outofmygord.com/archive/2009/10/29/The-Cult-of-Technology.aspx
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
Elevating the Attendee Experience through Social Matchmaking
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Elevating the Attendee Experience through Social Matchmaking

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Elevating the Attendee Experience through Social Matchmaking

  1. 1. Elevating the Attendee Experience through Social Matchmaking: Using the Principles of Social Marketing to Increase Attendee Value
  2. 2. Definitions• Social Marketing • Social Media Marketing-Systematic approach of -Process of gaining websitemarketing techniques & traffic or attention throughprinciples to achieve social media websitesspecific behavioral goals -Create content to increaseto achieve a social good WOM and measure on conversion-Can be appliedcommercially-Focus on behavioralchange
  3. 3. Social Media Marketing Campaign
  4. 4. Social Marketing Campaign
  5. 5. Understanding Social Marketing
  6. 6. 1. Identify the Problematic Social Behavior• Pain point?• Challenge?• Missing or Void?
  7. 7. Social Media Marketing Campaign
  8. 8. 2. Population• Identify the target population that is causing the behavior
  9. 9. 3. Look for Patterns in the Population• Group together individuals that are showcasing the behavior based on a variety of criteria: • Demographics • Psychographics • Behavioral indicators • Taste/Preference
  10. 10. http://zee-thedeep.blogspot.com/
  11. 11. 4. Present the Result of Maintaining the Problematic Behavior• Your brain will die• You will fail in your career• Other people will know more than you• You will be fat• No one will like you
  12. 12. 5. Present Yourself as the Legitimate Solution• Statistics• Degrees• Testimonials• Content• Name Dropping• WOM
  13. 13. 6. Identify the Relief Factor• Don’t do drugs• Replace a meal with a shake• Take vitamins• Run using our shoes• Use our special sleep mattress• Come to our event
  14. 14. 7. Reward the Behavior• Nancy Reagan sends you a letter• Better grades• Promotion at work• Free cocktails• Extra meetings or special meetings• VIP treatment• Special guest passes
  15. 15. Understanding Population Dynamics
  16. 16. Gen Pop & Long-Tails Source: http://www.outofmygord.com/archive/2009/10/29/The-Cult-of-Technology.aspx
  17. 17. Behavioral Adoption
  18. 18. Behavioral Adoption
  19. 19. Goals of the Social Marketer• Find the relevant variable that changes behavior• Push on that variable to alter its natural state• Make the shift towards adoption faster and a shorter timeframe• Reinforce the new variable to stop from backsliding
  20. 20. Applying Social Marketing to Events
  21. 21. Applying Social Marketing• Use the same methodology• Study your population• Identify the behaviors that you want to change• Be credible• Find the influencers• Highlight the influencers• Reward the behavioral change
  22. 22. NiUG International
  23. 23. Something for Everyone Source: http://www.outofmygord.com/archive/2009/10/29/The-Cult-of-Technology.aspx

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