The Personified Economy

By Layla Romero

Tamara Mendelsohn’s presentation at the 2013 BCAMA VISION Conference focused on what she called the “social economy” of Eventbrite. Despite her being the VP of Marketing at the Silicon Valley-based company, Tamara’s breeziness and delivery made it feel like you were having a casual conversation with her regarding her views and recommendations for success in social media. This refreshing format saw her boiling down social media tactics down to their very basics, and she touched on many key points that, although seemingly obvious, are often overlooked.

Due to the unique nature of Eventbrite, in that it provides a service that “facilitates the gathering of people”, Tamara was forced to dig deep to uncover the company’s core values, or authentic self, before she was able to establish a connection with the site’s users. Despite its incredibly diverse client base, Tamara and the Eventbrite team recognized that they provided a much-needed service, but the real challenge came in trying to establish an emotional link to the people who needed their services. To do so, she pinpointed the characteristics that personified their brand. People relate to shared values, or rather “touch points”, and they were more likely to engage in genuine interactions with the brand if it truly and consistently embodied these principles. Tamara’s recommendation to the attendees was to follow a similar model, which then streamlines the content and direction of social media interactions, as communities would rally behind these predetermined interests.

Tamara also spoke of leveraging the needs of your communities. With her keen eye for spotting trends in her audience’s behaviour, she has made timely adjustments to the services according to the site’s users’ needs. For example, the advent of social media has encouraged Eventbrite to incorporate web elements that linked their users’ event sites directly to their Facebook pages. In streamlining the process of their event promotion, Eventbrite had empowered its users with the simplicity of these processes. It also created other ingenious means of marketing, such as a pseudo-word-of-mouth system where online users would be targeted for promotional ads based on the purchasing behaviours of their own network of contacts. As smartphones and mobile apps increase in popularity, they too are providing a new and welcome set of challenges for Tamara and her marketing team.

After Tamara’s presentaton, VISION attendees were encouraged to turn to their tablemates and participate in a small workshop that discussed the presence of core values and their subsequent effect on the attendees’ social media channels. This provided an opportunity to network with people from a diverse set of industries and also allowed attendees to gather or share pointers regarding success in effective and engaging social media presences.

Snippets from the attendees:

  • “I loved how they allowed us to talk to each other like that. I’m so glad to know that I’m not the only one feeling lost with social media.”
  • “I’m not always sure that Twitter was necessary for my company, but I think it would be really important for us to start focusing more on Facebook”
  • “I don’t think our organization has figured out its core values yet. We need to do that!”

Layla Romero (@laylayuki) is a member of the BCAMA Marketline Committee. Aside from a variety of marketing gigs, her principal job has only been revealed to a few and is yet to be discovered by the general public. (Editor’s Note: Really – you’ll never guess!)

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