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Patrick is CEO of dwinQ the real-world social media company. For event and sponsorship marketers, dwinQ is the social media engagement platform that deepens and extends event participation by turning every attendee into a brand champion
The dwinQ app creates fun social memories at events and venues by automatically capturing photos and activities and posting them in real time with no friction. More than 500,000 people use the dwinQ platform sponsored by brands like Facebook, Nintendo, Cadbury, Vail Resorts, Lexus and more.
Patrick is a technology visionary and serial entrepreneur. He started dwinQ to fill the void between social sharing and being fully engaged in a real world activity. He has started four successful technology companies and understands the future of technology and how it will impact business and life in a way that creates value and is truly 'making a dent in the universe." His vision has translated not only into successful start-ups but also more than half a dozen technology patents.
Patrick has deep insight on social media marketing and has created a process called "Maneuver Marketing" based on special operations tactics. His application of Maneuver Marketing to social media has made him a highly sought after speaker. His wife thinks he's a better speaker than Steve Jobs, you should really see him sometime live. He also likes to write. He has published two books by John Wiley and sons and has written on social media as a regular contributor for Social Media Today and CNBC. his guest articles have also appeared in Forbes and multiple other publications. He has been profiled by the New York Times, Smart CEO, CNN and others.
Patrick received his bachelor of science from the University of New Hampshire, an MBA from the University of Virginia and also attended MIT for special technology training. He sits on the board of Trinity College Dublin's Business School and is active in several charities. He is a commercially rated pilot and was second in the 1996 Olympic Trials in the sport of rowing, after wining many national and international titles.
You are right about great content. If something hits the newsfeed or timeline it influences.
Research shows the best content is user generated content (UGC) because it makes each individual the star of their own show. Adding product placement to that UGC with a subtle logo or message is the optimal way to create influence and awareness.
Most big brands spend millions on events - reaching a relatively small number of people in the real world. This is old marketing that doesn't fit with today's marketing mix.
Todays marketing mix requires social. A social media operating system for events (like dwinQ) is the single best way to develop influence and awareness. It is a part of the marketing mix that will be a must have for event marketer trying to stay relevant.
Don't stop at promoting the event - hastags and online chats are great - but the most powerful use of social media for building brand champions is at events.
Capture photos and post them to the user's Facebook page automatically - if you want to leverage product placement strategies overlay a logo on the photo and make it really engaging. dwinQ (www.dwinQ.com) did this for Cadbury at the Olympics and 20,000 guests generated over seven million Facebook earned impressions - about the equivalent of $2.2m of advertsiing on network TV.
@Kristina - You're right, and the interesting thing is that his engagement is down (1.7m now vs over 2.0m when I wrote the blog). He has dipped well below the 30% he was at. That means that the drive for "Likes" is hurting the people who were engaged in the conversation - it seems to prove my point about the marketing value of engagement vs. the ego value of Likes.
Another amazing statistic I just saw over the weekend in a marekting survey (I think it was in AdAge) was that the number one goal for CMO's in 2013 was better customer engagement. The second highest goal was revenue generation.
That speaks volumes that CMOs are more interested in engaging their clients and potential clients than revenue generation. It seems like better long term thinking. What is going to shift in marketing is a focus toward actual activity - what people are doing rather than what they like. That data will be the most valuable to targeted marekting.
Good tips for marketers, thanks!
The other tip I would suggest is that brands create a photo automatically for guests at company-sponsored events.
This is a very powerful way of generating genuine content, and creating the same message (helping to optimize the time decay factor in Facebook/Instagram's EdgeRank). You can use a system like dwinQ or you can hire a photogrpaher and have the photos go to a site where particpants can upload themselves with an Instagram enable API - eitehr way - you set the hashtag and metadata for you company.
For more social media tips check out blog out - http://www.dwinq.com/social-blog/
Eileen - nice article. I took a more direct look at it on a guest blog I did for CNBC. You can take a look at it here. http://www.cnbc.com/id/16561378
As you point out -there is more to this silly GM annnoucement than meets the eye. Maybe we shold look at the allocation the GM pension fund received in the IPO?