Thursday, October 8, 2009
Day #2 of the Inbound Marketing Summit 2009 (IMS 09), Boston, brought another fully-loaded agenda of presentations, panels, and networking.
Some notables follow.
By the Numbers
Since a significant portion of today's sessions focused on metrics, I'll start this post with some data points from IMS 09:
- If Facebook was a country, it would be the world's 5th largest (thanks to Paul Gillin for this stat)
- Ranking algorithm for search according to Hubspot: F(n) = context + authority
- Number of Presentations with Susan Boyle References: 2
- Number of Presentations with Seinfeld References: 2
- Number of Presentations with World of Warcraft References: 2
- Number of Books Recommended: I lost count
Talk the Talk
Favorite New Social Media Buzzword: Twestimonial - a positive comment about your brand on Twitter.
Most overused, albeit accurate catch phrase: Content is King
Walk the Walk
With so many excellent speakers--representing companies such as Southwest Airlines, Weber Shandwick, CodeBaby, dna 13, Paul Gillen Communications, IDC, Awareness, Razorfish, and Edvisors, to name a few--learnings cannot be summarized in a single blog post alone. I encourage you to join the #IMS09 discussion on http://twitter.com/ to engage with presenters and participants.
- The two elements of successful search: recency and inbound links
- Listen first. Follow the discussion about your brand and about your competitors
- Loyalty is an emotional response. It is not made from satisfaction alone, but rather stems from willingness to recommend
- Advice from Greg Matthews, Humana, for getting started on Social Media: Be a vacuum, be a padawan, try stuff, and be 2.0
- Employees who love your brand can make excellent public representatives. An example of this is Jim Long, NBC News cameraman who became the unlikely brand ambassador
- Vary your content objects (such as video, documents, podcasts, etc). Mix it up
- Customer service is marketing
- Own the process
The most resonating theme of the day was passion for community. And the vendor sponsors and exhibitors didn't disappoint. Most memorable was the PerkettPR booth at which visitors took a quick quiz that identified the Social Media Gurus they most resemble (social media behavior, not necessarily appearance). As it turns out, I'm a CC.
Wednesday, October 7, 2009
Today was the first of the Inbound Marketing Summit in Boston. Delivered by New Marketing Labs, the two day event focuses mainly on Web 2.0 and social media strategies, tools, and technologies.
I like this event because it is jam-packed with sessions throughout both days, delivered consecutively as the main event, with the expo occurring in the same general area during designated networking time slots during breaks between sessions. Of course, looking down on an empty Gillette Stadium wasn't bad either.
Day 1 brought a number of key takeaways. I’ll share these in summary. To follow the more detailed discussion, enter #IMS09 in the search field on Twitter.
- “Content is king but marketing is queen, and she rules the household.” - Gary Vaynerchuk, "The Wine Guy"
- When embarking upon a social media strategy, consider your customers' goals and objectives, not just those of your own company.
- Social media is not about a set of tools. It is about your objectives for engaging the community. The tools follow these objectives.
- Follow the discussion about your brand, every day.
- Content analysis and web analytics are important, however they are part of your ROI measurement. You also need to involve people who understand your business.
- When measuring ROI of blogs and other social media, consider more than #posts or # mentions alone. Include in your analysis your share of negative and positive comments. - Katie Paine, CEO KDPaine & Partners
- Media relations is a subset of PR 2.0. On the whole, PR 2.0 is about helping companies build and communicate a brand, and engaging that brand with the community it serves
- PR today is about "earning attention, not begging for it." Go where the audience is and bring them value. -David Meerman Scott
- Avoid the temptation to put people into buckets. Go beyond the bucket to see real people and real problems. -CC Chapman
- Twitter is calling for companies to engage in real-time across organizational functions, including R&D. Eastman Kodak has done this successfully, according to its Chief Blogger.
- What is the formula for success in making your video go viral? Tim Street, CEO, APE Digital, Inc. advises that it is Spectacle + Story + Emotion, with a dash of conflict.