Social Intelligence for Event Marketers

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Social Intelligence for Event Marketers

  1. 1. Social Media for Event Marketers (What most brands do wrong and how you can do it right) Jason Metz President of Brand Influencers Jason@Brand-Influencers.com @mktginfluencers
  2. 2. What will you get out of this? - An overview of what Social Media REALLY is - Mainstream perceptions are wrong; most brands “do it” wrong - An introduction to Social Ethnography™ - A discussion about “real-time behavioral data” - An introduction to Contextual Disruption™ - How YOU can build smarter events through social 2
  3. 3. WE SPEAK THE SAME LANGUAGE
  4. 4. We all live the same life – we travel all year to tradeshows and events, activating event programs to influence audience behavior
  5. 5. The goal: connect event marketing to real-world business success
  6. 6. To be successful, we must cut through the clutter and resonate
  7. 7. For me, the solution is social media…
  8. 8. Facebook, Twitter, YouTube, LinkedIn, Instagram and Pinterest… The ‘usual suspects’
  9. 9. But we need to look deeper than the “broadcast” aspect of social, because social is really about conversation…
  10. 10. THIS is Social Media… Pamela Schwartz No need to wait for govt to ban unhealthy school lunches. My kids prefer healthy food! #AppleADay” about an hour ago • 89 Likes • 42 Comments Jenny looks so adorable in this pic! OJ and sliced apples on the farm. Fun times ;) 42 minutes ago • 17 Likes Even farm animals want to share JK. So true though Pam—just develop good habits and bad choices aren’t made.
  11. 11. And within EACH of these conversations… there is data… data that reflects attitudes, motivations, passions and behavioral patterns…
  12. 12. In 1948, George Orwell wrote a novel that envisioned the world in 1984… A world of perpetual war, omnipresent government surveillance, and public mind control…
  13. 13. With leaks from Edward Snowden and others, it’s pretty clear that we do currently live in a world where very powerful entities are WATCHING us
  14. 14. At the heart of the controversy is the NSA – specifically their methods of data collection and analysis. This is an actual classified NSA document that diagrams the government’s spying apparatus
  15. 15. not a presentation on NSA surveillance or nt overreach or violations of the constitution. o talk to you about how WE can use data and predictive analytics in OUR businesses.
  16. 16. To begin, check out a quick clip from a great movie Moneyball – the story of how a small market baseball team became a perennial powerhouse through data collection and predictive analytics
  17. 17. Now let’s look at an example closer to home. The Walmart Social Genome project is a massive knowledge base that aggregates billions of tweets, Facebook messages, blog posts, YouTube videos and more, analyzing people’s discussions of – and relationships with – products Walmart sells. Through sophisticated social listening and predictive analysis, Walmart stocks every store with products consumers are most likely to buy, in close proximity to other products that will maximize up-selling. They also use data to optimize CRM, keyword buying strategy and more…
  18. 18. And through Walmart’s Shopycat App, they use your friends’ social activity to make personalized gift recommendations for the holidays…
  19. 19. But it’s not just Walmart. Far from it. Check out Gatorade’s acclaimed Mission Control…
  20. 20. And here’s how Cisco is using big data and real-time social insights to guide business strategy
  21. 21. The internet is a vast ecosystem of social platforms, communication channels and interconnected networks…
  22. 22. Across all these disparate networks, we as consumers create and share content. We initiate and participate in conversations. We join and become active within communities. And we express our interests, passions and motivations with ever social activity.
  23. 23. Social Ethnography™ Pamela Schwartz No need to wait for govt to ban unhealthy school lunches. My kids prefer healthy food! #AppleADay” about an hour ago • 89 Likes • 42 Comments Jenny looks so adorable in this pic! OJ and sliced apples on the farm. Fun times ;) 42 minutes ago • 17 Likes Even farm animals want to share JK. So true though Pam—just develop good habits and bad choices aren’t made. 6 minutes ago • 9 Likes
  24. 24. Social Ethnography™
  25. 25. At Brand Influencers, we call this process Social Ethnography™. Every day we aggregate and analyze millions of conversations and activities currently taking place among YOUR target audience across all social channels. Through technology and offline research, we identify key trends and establish predictions of future behavior. Social Ethnography™
  26. 26. Identify Emerging Themes Capture Industry Trends Find Fans and Advocates Discover Product Issues Competitive Insights Social Data and Predictive Analytics Crisis / Risk Management Uncover Influencers Product Development Feedback Message Penetration Sales Leads
  27. 27. Influences Offline behaviors Online community Drives Drives The 360 Perspective of your target audience Offline culture & community Online behaviors Influences
  28. 28. Often brands THINK they know their target, but because they’re so blinded by useless “demographics”, they really have NO idea who they’re trying to engage.
  29. 29. CONNECTING SOCIAL TO LIVE EVENTS A PROCESS WE CALL CONTEXTUAL DISRUPTION™
  30. 30. G l o b a l C u s t o m e r E x p e r ie n c e M a n a g e m e n t Global Customer Experience Management Understand your audiences’ interests and motivations Create relevant experiences for your customers, regardless of channel 46 Align your organization across channels, markets and teams
  31. 31. And here’s where it all comes together, where we use deep social intelligence to better understand a brand’s target audience, create contextual event experiences, and use those experiences to powerfully engage various key segments of the brand’s consumers through multi channel experiences that resonate, and produce genuine business results.
  32. 32. THANK YU Jason Metz Co-Founder, President @MKTGInfluencers 973.885.8129 Jason@Brand-Influencers.com

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