First and foremost, the segments and consumer profiles were defined. It turned out there are four types of clients who undertake these tours depending on their main motives. Segments were labeled mostly with women's names as women were the key clients. They were also behind the decision-making that imbued the purchase. Not only as users, but also as mothers. Below are the key segments.
Three female and one male segment. Sarah, Johan, Simon, and Anna Maria. Sarah is the daughter of people with strong religious roots who were motivated by the common good and preserving the vibe they felt to be right. They send their children abroad to feel grateful and humbler in their daily affairs while preparing for a better and more fulfilled motherhood.
This segment made of Sarahs is mostly motivated by realisation and human relationship building with decent people during the volunteering activities and afterwards. The second segment is 'Johan' who is the Scandinavian/German feminist unrestrained by nature, traveling to educate or empower herself and others. The main motive for Johan is to get bullet points for her resume. This action of purchasing was mostly driven by public perceptions, career safety, and recognition. The third segment was comprised of 'Anna Marias' which is a Latin American or Mediterranean woman who travels and makes decisions spontaneously motivated mostly by realisation and the need to give value unaffiliated to any pious organisations but sometimes affiliated with secular charities. Simon is the college fun-loving guy who wants to go somewhere and have some fun. He doesn’t care so much about sharing Instagram photos, but he does enjoy nice company of likeminded people and especially those of the opposite gender. He wants more the recognition and relationships.
So, we have four segments from which three share the recognition as the main motive, while one where public perceptions define the decision-making process. Once the main motivating factors were uncovered and personas were attached to the segments divided in the CRM/mailing lists/tags, it was easy to develop distinct incentive structures to target each of the segments with tailored referral social utility. This social utility would make sure they spread the word about the unique Nepal travel experience. The segments were mapped based on their needs, common gathering places where they share information, and what type of incentive themes would motivate them the most to share and refer.
Main motivators: realisation, relationship (family)
Social circles: friends, pious temples, pious universities
Social utility to refer? Optimal automated experiences: gratefulness and holiday greetings, tips of how others are becoming a better and more fulfilled thanks to people like Sarah, memories and joyful moments resharing.
Social Utility: ask her to spread the word in her temple or society about how some can benefit from these trips. Make content that is noble and worthy of sharing embedded in the values Sarah lives and shares.
Main motivators: career safety, public perceptions, recognition
Social circles: friends, internet networks, student societies, companies
Social utility to refer? Optimal automated experiences: certificates, LinkedIn references, standardised referral letters send to email
Social Utility: value creation networking (i.e. entry to a LinkedIn Groups for people who create value for others), interview with her well-branded with intros, and outros, to be shared on her private social media.
Main motivators: excitement, recognition, lack of safety
Social circles: friends, student societies, companies
Social utility to refer? Optimal automated experiences: emotionally-laden adrenalin-full content, exciting and loud videos.
Social Utility: social media content that would resonate with other #AnnaMarias, push notifications with challenges to refer other people said directly and plainly.
Main motivators: recognition, relationships
Social circles: friends, student societies, intern in companies, family
Social utility to refer? Optimal automated experiences: certificate, local networking upon return home (from your city/country we had also…), new skills, signed gratefulness letter from the center where Simon served.
Social Utility: skills showcase, certificate for walls but also for social media that would satisfy recognition.
*this case study shows just the type of thinking behind the process made for a charitable cause/company that empowered volunteering centers internationally. It didn't got implemented due to the #coronavirus.