Attended Art of Marketing Conference today as a volunteer and got the opportunity to sit in on some great talks.
Some important points I picked up from the conference
- Remember that your customer is not just someone that fills your pockets, but a human. Remember that humans are social, they like to converse, they value relationships and trust. Instead of just opening a twitter account and bombarding them with information, have conversations, offer a little something and get something back.
- Old Spice was the worst campaign, because social media is not a campaign. Social media is made up of relationships. While Old Spice conversed with their public within the duration of their campaign, they forgot about them and ignored them when the hype died down.
- Followers of your followers are just as important. They are your secondary network, your secondary following and they see what you have to say too.
- Loyal followers, RSS feed subscriptions are the real measurement of your influence. It’s not how many followers you have, but how many subscribe, how many keep coming back, are involved in the conversation.
- Websites are usually the result of HPPO decisions, (Highest Paid Person’s Opinion). They are so far, so disconnected from the end user that the website does not make much sense to the target, even though they are the ones that matter.
- One on one marketing is here. Marketers are scared of it. Find it impossible. Think it’s the worst. But it’s here. We just have to suck it up and deal with it.
- Human relationships are way more important than any expensive billboards, any clever superbowl ad or any sneaky ambient advertising. Business has to become human.
- The internet gives power to the consumer to communicate with your brand. Take advantage of this, learn where you made the mistakes and fix them. Build trust, offer rewards and opportunities and get some in return. Reciprocate.
- "Everyone on social media acts like a 19 year old dude- they close too soon. Chill out, have patience"
- The biggest ROI exists in social media because it’s about relationships, emotions and humanization. It’s Thank You Economy time, companies that will break through will be the ones that care about the end user.
- Being enchanting begins with being likable. Being likable is not the same as being trustable. You need to be both, in order to become enchanting.