Unlock Barriers to Apathy and Capitalise on Covid-19 Giving Behaviour
One of the most surprising things that the Covid-19 pandemic brought about was a shift in audience behaviour and mindset towards the community. NGOs received a spike in donation campaigns towards migrant and disadvantaged groups in Singapore.
This change was reflected significantly on social media. Previously a heavily curated platform with a fixation on popularity, behaviour has changed to one showcasing a more unfiltered version of reality in an effort to cope collectively as a community. In a way, this has circled back to the true purpose of social media being a platform that brings groups of people together for positive outcomes.
How can organisations leverage on this change to advance more social causes?
What does this new behaviour change spell out for the future of social marketing?
How can brands build relevance and trust with the change in mindset and values?
Devise Inspiring Catalysts that Kickstart Positive Behavioural Change on Social Media
Join us in this dynamic 1-day seminar to acquire the latest know-hows on designing interactive frameworks that inspire behavioural change using social media. Apply interactive behaviour frameworks from science to drive behaviour change. Develop a storytelling framework that motivates collective behaviour on Facebook, Instagram and YouTube. Know when to exercise caution when developing plans to build a “relationship” with individual audiences. Learn how to deal with resistance from target communities when championing a cause. Examine how to conceptualise engaging programmes that build trust and foster participation from communities.
An Option to Attend a Fully Immersive 1-Day Virtual Seminar Experience
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Hear LIVE presentation on leading case studies and common challenges | Connect via chat and video call with like-minded professionals | Engage in LIVE Q&A and chats during sessions with speakers and peers | Gain access to full workshop materials and handout |
Programme Highlights
Audience Behavioural Insights
Understanding audience behaviour on the path to purchaseDevelop Interactive Behavioural Frameworks
Changing mindsets and developing actionable cues for behaviour changeDigital Engagement Strategies
Communicating behavioural change strategies to target groups on FB, IG, YouTube & Mobile AppsBest Practices for Behaviour Change Using Social Media
Hear how to design, deliver and encourage behaviour change
Benefits of Attending
- Discover the latest behavioural trends and distinct audiences types in 2021
- Assess how to target user groups and understand the barriers to behaviour change
- Problem-solve solutions that deal with disengaged behaviour patterns
- Design recognizable social cues that encourage clear repeatable action steps and reduce drop outs
- Explore how to synchronise various social platforms to shape and reinforce behaviour change
- Uncover what worked and didn’t when using social media to nudge for behaviour change
- Adopt techniques to overcome user fear and resistance to new habits
- Gain insights into using data to measure, learn and improve for sustained habit change
- Coordinate management buy-in to proceed with interaction design framework for programmes
- Pick up tips on managing negative comments from target community to champion cause
Speakers
Who Should Attend
Senior level professionals responsible for Research, Development, Programme, Planning, Engagement, Corporate Social Responsibility, Communications, Digital Marketing, Social Media
Agenda
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08.30
Registration & Morning Coffee
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09.00
Chairperson’s Welcome & Ice Breaking Session
Lesley Ngai, Head of Audience Development & Content, Hello Health Group
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09.30
Audience Behavioural Insights
Utilising Behavioural Science to Drive Engagement Behaviour on Social Platforms
Uncover the behavioural trends driving engagement behaviour on Facebook-owned platforms and what brands can do to drive more tangible outcomes on their platforms
- Behavioural trends and distinct audience types to prepare for in 2021
- Consumers in the Path to Purchase: What we can learn from Behavioural Science
- Social Media = Social Markets? Cautions for organisations aiming at building a “relationship” with individuals
- Using the MINDSPACE model to drive outcomes on social platforms
Jeff Vlahovich, Global Lead-Platforms Audience Research | APAC Lead Audience Research, Facebook
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10.30
Morning Refreshments & Network Break
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10.45
Developing Interactive Behavioural Frameworks
Changing Mindsets & Developing Actionable Cues for Behavioural Change
Hear how Grab uses behavioural science to design interactive behavioural frameworks to motivate positive behavioural change on its app that has reduced ride cancellations significantly
- Know your target user groups and understand the barriers to behaviour change
- Understand the underlying psychology behind disengaged behaviour patterns
- Interactive, easy to apply framework on using science to drive behaviour change
- Case studies with applications of behaviour science-based change
Preeti Kotamarthi, Behavioural Science Lead, Grab
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11.45
Digital Engagement Strategies
Communicating Behavioural Change Strategies to Target Groups on Facebook, Instagram and YouTube
- Align interactive design framework with content marketing that connects
- Develop a storytelling framework that motivates interactive behaviour on Facebook, Instagram and YouTube
- Design recognisable visual cues that encourage clear repeatable action steps and reduce dropouts
- Synchronise various social media platforms to shape and reinforce behaviour change
Shraddha Tawate, Senior Strategic Lead, Ward6 Singapore
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12.45
Lunch & Networking Break
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14.15
Designing Digital Financial Planning Products That Drive Behaviour Change
The fear of financial planning is often a stress inducing process of #adulting put off by many young Singaporeans. Listen to how DBS overcame this hurdle by designing interactive digital products that encourage young users to take the first step in designing a financial future they want
- Establishing value-driven frameworks
- Understanding the science behind habit building mechanisms
- Knowing our users; what are their barriers to financial planning?
- Using data to measure, learn and improve
Ng Wei Lieh, VP Digital Product Management, DBS Bank
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15.15
Afternoon Refreshments & Network Break
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15.30
Best Practices for Behaviour Change Using Social Media
Citizen Adventure’s Strategy in Using Facebook to Instill Empathy through Personal Stories
Get insights as to how Citizen Adventures reframes easily forgotten everyday social issues by designing empathy through personal stories on social media and how a simple act of giving a haircut can get Singaporeans involved in serving alongside marginalized communities. Check out their tours here.
- How Citizen Adventures conceptualizes a range of programmes and its’ strategy in serving different needs in the community
- How Citizen Adventures brought organic, ground up social initiatives like #Backalleybarbers and to life on Facebook and Instagram
- Not just another socially conscious enterprise: Tips on managing resistance and negative comments to Citizen Adventure’s cause
- Citizen Adventure’s strategy in creating organic events and the importance of authenticity
Cai Yinzhou, Director, Citizen Adventures
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16.30
Chairperson’s Insights & Analysis of the Day’s Proceedings
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17.00
End of Seminar