Elevating the Attendee Experience
through Social Matchmaking:
Using the Principles of Social Marketing to
Increase Attendee Value
• Social Media Marketing
-Process of gaining website
traffic or attention through
social media websites
-Create content to increase
WOM and measure on
conversion
Definitions
• Social Marketing
-Systematic approach of
marketing techniques &
principles to achieve
specific behavioral goals
to achieve a social good
-Can be applied
commercially
-Focus on behavioral
change
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 criteria:
• Demographics
• Psychographics
• Behavioral indicators
• Taste/Preference
http://zee-thedeep.blogspot.com/
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
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 special sleep mattress
• Come to our event
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
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 natural state
• Make the shift towards adoption faster and a
shorter timeframe
• Reinforce the new variable to stop from
backsliding
Applying Social Marketing to Events
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
NiUG International
Something for Everyone
Source: http://www.outofmygord.com/archive/2009/10/29/The-Cult-of-Technology.aspx