Interesting Article Do you believe that the reason for non-participation is not based on a personal cost-benefit analysis. Rather, it has to do with the social context of the event. It isnt rational, but emotional. Let me describe this one situation, generalizing it somewhat, to illustrate my point. A group holds an event with a speaker or trainer. If that person is not a big-name, then the reasons for showing up change. Something other than the fascination with the big name has to emerge as a compelling reason to attend. If the group is also not well known, then there exists some ambiguity about who these people are. So, for a person to attend an event like this requires them to cross an undefined social boundary. They have to venture into an unknown environment. What I learned is that people are willing to try something new when friends join them in doing it. It was the word-of-mouth of people sharing with their friends that made it happen. The lesson? Pay attention to the social context. Seek to understand how the social bond between people can be used to create an event that is personal for everyone who attends. Remember comfort in new or strange settings is an emotional issue, not a technical one. If there is no natural social connection between those whom the event planners want to attend, then they have to create it. How? 1. Identify groups of people where there is a social bond and invite the leader to bring his or her group. Within the planning group, each person needs to identify people that they know well enough go to them and ask them to bring a group. 2. Make the event personal for each person. This means that members of the host organization have to recruit on a personal level. Invite them, pay for their registration fee or their meal. They have to decide in their mind that this is an event they will share together. 3. Make it easy to cross social boundries to meet people. One way to do this is to highlight the networking value of the event. Come meet people, share with them your work or passion. 4. Create an environment of contribution. Give potential participants a way to contribute to the success of the event. Do this in your advertising. This means that the event needs to be about more than a presentation, it is about create a social environment that may last beyond the event itself. 5. Use social media technology to connect people before the event. The idea is that the event starts the moment that announcement of the event has been made. It you wait to create a social environment at the schedule evented, then youve lost the oppotunity to foster a environment of conversation that helps people feel comfortable in participating.
Posted on: Mon, 03 Nov 2014 13:58:25 +0000