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TRANSCRIPT
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Translating Your Planner Personality Into Personal Attendee Experiences
Myllisa PattersonSenior Marketing Director
Cvent
@myllisa
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• Get an eCertificate for a free coffee!
A story about personality and personalization
Six fundamental human needs
What data powers personalization
How event tech creates personal experiences for attendees
The best personalization taps into human needs
The plan
Most successful campaign
Birds of a feather
The six fundamental human needs
Certainty
Uncertainty/Variety
Significance
Connection/Love
Growth
Contribution
Certainty that you can avoid pain and gain pleasure,
safely and securely
The need for the unknown, change, new stimuli,
adventure
Feeling unique, of value, important, special or needed,
independent
A strong feeling of closeness or union with someone or
something
The expansion of capacity, capability or understanding
A sense of service and focus on helping, giving to and
supporting others
The year of personal power
The year of personal power
The year of personal power
Data drives personalization
Personal information
Demographics
Firmographics
Name, email address, phone number
Job role, age group
Industry, segment, location
How do you get this data?
Registration
check-in /
badging
Poll
Answered
Keynot
e
Session
Session
Feedback
Exhibit
Floor
Booth
1:1
Appointment
Event
Survey
Product
Demo
Session
Speaker
Question
Submitted
Digital footprints
Personalized communications
Personalized schedule and alerts
Segmented content
Hi Anne,
Alexa told us you like coffee. We hope you found the coffee tasty and the
content useful at the meeting last week. Have a cup on us to help get you
through the rest of your week. We hope to see you next time.
Fundamental needs
Certainty
Certainty that you can avoid pain & gain pleasure, safety & security
• Schedule
• Maps
• Wayfinding
Uncertainty/Variety
The need for the unknown, change, new stimuli & adventure
• Registration questions
• Birds of a feather
• Personalize dessert
Significance
Feeling unique, of value, important, special or needed
• Data mine past event participation
• Recommend like activities
• Push notification reminders
Connection/Love
A strong feeling of closeness or union with someone or something
• @tag registrants on social channels
• Social wall
• Post event image roundup
Growth
The expansion of capacity, capability or understanding
• Recommend sessions
• Personal follow up for Q&A participants
• Use polls
Contribution
A sense of service and focus on helping, giving to and supporting others
• Acts of service
• Steps for good
• Selfie or photo challenges
it works
Make it personal
Questions?
• REMINDER: Take the survey and get the eBook and a coffee.
Thank you!
• REMINDER: Take the survey and get the eBook and a coffee.
