Sanjeev Pasricha, MD CS Direkt- "Best events are where the social media consumer plays the hero"
Experiential marketing and communications agency, CS Direkt, was set up in the year 1995 with their launch of the Apple Macintosh PC's in India. Their motto- To serve the increasingly more informed, intelligent and inquisitive consumer who looks beyond flashy packaging and towards engaging experiences.
EE: How can an event planner engage the social media consumer?
Always start with the audience motivation when you come up with any ideas, regardless of the medium. But in the Social Media space that’s even more critical! In fact, that’s the first part of CS Direkt's proprietary MOBD (Motivation, Objective, Benchmark & Differentiator) approach--where the ‘M’ consciously takes MainStage.
EE: What are the new practices in this space?
There are always new trends and new fads, but like I said, the very nature of Social Media hinges on a few things: friends, great content and viral impact. If your event's social media campaign allows them make more friends, produce some wow content and finally share it with the world, you’re guaranteed success. But if it does only one and not the others, your campaign is going to fall flat.
EE: How does the brand stand to benefit?
Well, It’s a win-win scenario now for both Brands and Social Media consumers! Now event marketing teams only need concentrate on the leveraging their strategies on topical issues or hot trends and basically letting things go viral from their on. In fact, the less events are seen hard selling corporate messages and instead are seen as mediums for personal stories or bigger cause-stories, the more associational benefits for the event in the long-term.
EE: How to facilitate action in this regard?
It starts with being very clear about what you want from Social Media buzz for your event. It’s alright to create some chatter about an impending event, but it’s even better to get the target audience to create some content that they could share and that you could showcase at the event. And it would be best if you could enable the Social Media consumer become more noticed, more liked and more influential in his friends circle all thanks to your event. Let him be the Hero of your event-story and you’ll be surprised how soon he or she becomes an evangelist for your cause!
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