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. 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. WE SPEAK THE SAME LANGUAGE

4. We all live the same life – we travel all year to tradeshows and
events, activating event programs to influence audience behavior

5. The goal: connect event marketing to
real-world business success

6. To be successful, we must cut through
the clutter and resonate

7. For me, the solution is social media…

8. Facebook, Twitter, YouTube, LinkedIn, Instagram
and Pinterest… The ‘usual suspects’

9. But we need to look deeper than the “broadcast” aspect of
social, because social is really about conversation…

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. And within EACH of these conversations… there is data… data that reflects
attitudes, motivations, passions and behavioral patterns…

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…

14. 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

15. 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

16. 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.

17. 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

18. 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…

19. And through Walmart’s Shopycat App, they use your friends’ social
activity to make personalized gift recommendations for the holidays…

20. But it’s not just Walmart. Far from it. Check out Gatorade’s acclaimed Mission Control…

21. And here’s how Cisco is using big data and real-time social insights to guide business strategy

22. The internet is a vast ecosystem of social platforms, communication channels and interconnected networks…

23. 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.

25. 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

26. Social Ethnography™

27. 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™

29. 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

31. Influences
Offline
behaviors
Online community
Drives
Drives
The 360
Perspective of
your target
audience
Offline culture &
community
Online
behaviors
Influences

32. 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.

33. CONNECTING SOCIAL TO LIVE EVENTS
A PROCESS WE CALL
CONTEXTUAL DISRUPTION™

34. 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

35. 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.

36. THANK YU
Jason Metz
Co-Founder, President
@MKTGInfluencers
973.885.8129
Jason@Brand-Influencers.com