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