Online Marketing Summit Tour
Last week’s Online Marketing Summit conference hit Seattle and brought a great mix of both advanced and beginner content to the Pacific Northwest. The conference tour is spearheaded by Aaron Kahlow and is based out of San Diego. Aaron’s passion for bringing value to our industry is evidenced by the intimate and welcoming feel of the event. He’s also determined to provide great content and attendees are even encouraged to ‘boo’ any presenter that’s giving a sales pitch. Very refreshing!
Aaron’s hard work over the years has translated to a much needed, marketing industry education and networking platform. He also has an archive of online resources and content that’s worth taking a look at. However, it’s hard to replace the energy and inspiration one can derive from a live OMS event. The tour continues around the US making it’s way back east for stops in Boston and Miami. You can see the full tour schedule here: http://www.onlinemarketingsummit.com/upcoming-oms-events.
If you missed the Seattle event, there’s an OMS Social Media Marketing Summit taking place in San Francisco that’s sure to be a winner. The 2 day conference runs on Monday August 15th and Tuesday August 16th at the Moscone Center West in San Fran.
Seattle Stop Features Great Social Content
There was no shortage of social media content at the Seattle conference. Below I have featured a few of the speakers that were particularly impressive. These guys aren’t to be missed, and you have may the chance to take in their presentations at future OMS events.
The keynote presentation was given by Stefan Weitz from Bing and really drove home the message that ‘Social is in our nature, it’s NOT a fad’. Stefan was generous enough to take the time to do an interview with TMM’s editor, Amanda Bernard. He also provided his slide deck from the presentation which you can find here: http://www.authorstream.com/Presentation/stefanweitz-1075675-bing-social-presentation-online-media-summit-2011.
Tools and Techniques to Drive Viral Success
I always get weary when a speaker promises he knows how to get something to go ‘viral’. Fortunately Blake Cahill, President from Banyan Branch, outlined some truly valuable tools during his presentation: ‘Strategy, Tools and Techniques: How the world’s most talk-able brands utilize Facebook, Twitter, Apps, Mobile and other tools to drive viral success’.
He opened with a great one-liner: “I’m not going to tell you why Twitter matters, I’m going to SHOW you.” And he did deliver several compelling case studies to back up his recommended techniques. So here they are:
1) Put Analytics at the Center: Use social data to prepare and study the existing conversation
2) Social is the NEW CREATIVE
- Think about the passion points or what people CARE about. NOT your brand but topics related to your brand.
3) Social strategy is BUSINESS
- Allow your audience to have input on your offers, service, etc.
4) Engagement with a CAUSE unleashes social
5) Social as a STANDALONE STRATEGY
6) What else: Checking in and STUFF
- Early adopters are the MOST influential
- Important to quickly engage on the new platforms
- If you have a solid social foundation, easier to quickly launch new campaigns on new platforms
7) Fans tell brand experiences through consumer’s eyes and phones
- Solicit user generated content
- Crowd sourced photos for brand
8) Use Mobile and QR CODES
9) Social is Absolutely Measurable
- Value of social traffic to company’s website
- e-commerce transactions and promotions
- potential cost savings from customer amplification, sharing and resolutions versus other marketing and service channels
- Determining whether social is a lower cost channel for website traffic acquisition
I was happy that Foursquare was among the platforms that speakers were buzzing about. David Carter from Awareness Networks even made it the focal point. His session outlined ‘The Top 10 Ways Marketers Can Leverage Foursquare’.
I found it interesting that after he presented the following points, the only question from the audience was about Facebook Places. ACK!
1) Claim your venue
2) Utilize Tips
3) Follow your visitors
4) Market your participation
5) Missed this one he was talking so fast!
6) Offer a special
7) Mirror your venue on Facebook
8) Reward loyalty
9) Identify your influencers
10) Give special offer to Newbies (first check-in deals)
Integration, Integration, Integration
The final presentation I’m going to rave about was delivered by Tad Kahlow (yes, Aaron’s brother) from BusinessOnline. He really brought it home with the important message that marketing is moving away from single-channel campaigns to multiple channel efforts. He asked the audience, ‘What’s your best producing digital channel?’ HIS answer: MULTIPLE channels. His point is that our digital campaigns don’t live in separate silo’s but work together forming a complex web of engagement.
He also touted Value Based Marketing and defined it as ‘delivering authentic, useful and satisfying customer experiences’. He cited an interesting stat, that 78% of CEO’s would like to get closer to their customer. This points to the need to do extensive research and learn as much as you can about your audience. Without knowing what’s valuable to them, you can’t provide them with what they are looking for.
He wrapped up with suggestions on how to win in this new age of the customer having more power and influence over the brand.
- Spend more money on items that provide utility to your customers, instead of wasting money on expensive push marketing campaigns.
- Channel Analysis – Can you reduce investment in under performing channels and campaigns immediately.
- Improving channel performance – Integrated cross channel marketing improves performance
- Execution is usually linear – Customer journey is not!