Apr 24 2011
Would Oscar Wilde have a blog? Would Marilyn Monroe tweet? Would Hemmingway post pictures of him standing over a slain rhinoceros on Facebook?
The answer to all these questions is, most likely, yes.
That’s because human nature hasn’t changed; the technology has. And as technology has grown, more people are using it for a very human endeavor: to promote things. This could be a business, a cause, an event, or often, themselves. This, of course, is not rocket science; what is rocket science, however, is promoting something effectively, and not alienating people in the process.
After all, if building an organic buzz for an event was as easy as posting on Facebook, everyone would do it. That’s because it’s hard to reach out beyond your immediate contact-universe in a meaningful, precise way. Until now. Until GoodBuzz.
GoodBuzz is a place where everyone can post their activity and event promotions, and taps into a free peer referral network to virally spread the message to. Members recommend each other’s events for free using different channels available: e-mailing, social media (Facebook, Twitter, Linkedin, Myspace, etc.), blog, posters, flyers, SMS, etc. When things work out well, the grass roots buzz is achieved, and your event is a smash. Registration is free and easy, allowing to log in using any type of account, such as Facebook or Twitter.
Here’s how it works. Once logged in, create an event marketing campaign through GoodBuzz. Send referral requests out into the universe and throw in some rewards to lure participants. Then sit back and manage the campaign with a nifty menu of data, analytics, and messaging tools. Those are the basics, and a quick scan of assorted screen shots will show you just how intuitive and aesthetically pleasing it is.
It’s the back-end logic behind the platform that makes it so promising. For starters, GoodBuzz has a keen understanding of what constitutes an effective promotional campaign, which is a happy confluence of “quantity” and “quality.” On the quality side, GoodBuzz helps you cut through the “white noise” of event overload. Anyone on Facebook, or – God forbid, Myspace – can attest to this. You’re bombarded with dozens of events a day, and it’s hard to keep up. They all blend together, you get flustered, and you end up staying home, eating a tub of Ben and Jerry’s. GoodBuzz works because it enables you to create local networks, like, say, “Chicago Bands Network,” or LinkedIn-ish networks like “International Technology and Business Events Organizers Network.” Simply put, it reduces – if not eliminates – the dreaded “event spam.”
Second, the quantity component. GoodBuzz is like a great electronic telephone tree, with eight campaign channels available (emailing, social networks, banners, widget, invitations (RSVP), SMS, flyers, posters (indoor, outdoor), and word of mouth. To a savvy user who has an intuitive understanding of their desired recipients, they can create a targeted campaign using one or any combination of these channels. To those who aren’t sure, they can experiment and see what works. The idea here is precision, focus, and finesse – the true tangy magic sauce to any successful marketing effort.
There’s also the idea of incentives. Last I checked, humans like getting stuff, and GoodBuzz enables you to reward strangers for spreading the word. The deals can be tangible, and they can be whatever you want (although the “free albino pony” reward may get cumbersome over time.)
To that end, each campaign can be attached to a specific goal (e.g. “we want 200 attendees at our concert.”) This feature displays a keen sense of how the human mind works; people simply act faster when presented with a tangible, articulated end-state (“nothing like imminent death to focus the mind,” the old adage goes.) Similarly, this feature adds a “name and shame” component – invited registrants, when they see who has signed up, will feel compelled to join. Good ol’ peer pressure!
GoodBuzz’s platform is scalable and can be applied to all types of businesses, be it something as simple as a band drumming up support for a big show, or as complex as a non-profit holding a fundraiser, or a business rolling out a holiday marketing campaign. There are no limits to this free referral platform.
Ultimately, GoodBuzz’s model combines the timeless psychological elements of the human mind – not a huge surprise once you realize its founder studied philosophy at university; the premise is classic Hobbes! GoodBuzz understands the value of incentives, of – for a lack of better term – peer pressure, self-interest, knowing your audience, and the fact that at the end of the day, people want to do the right thing and help out their fellow man. It also helps that the current web landscape lacks a platform that can tie these diverse elements together while harnessing the power of GoogleBuzz (no less) to help promote events.
So while I’ll leave the deeper Freudian analysis on the human psyche to the experts, I’ll go out on a limb and say that if Elvis was having a party, he’d use GoodBuzz to get the word out. After all, internet or no internet, no one wants to throw a party where nobody comes.