Vitrue is proud to be a presenting sponsor of the Pivot Conference in NYC on Monday Oct. 17th & Tue Oct. 18th. We hope you enjoy our Live Blog coverage below and invite you to refresh this page throughout the day for updated useful information from the sessions below. You can also check out full bios of all the speakers at this year’s Pivot Conference. We welcome your comments below as we hear from some of the top thought leaders in Social Media Marketing. All times are e.s.t. You can also check out the official Pivot Conference Live Blog.

DAY 2 – October 17, 2011

Welcome! – Step into our LIVE BLOG…

Vitrue CEO Reggie Bradford

3:40 PM Doing Facebook Marketing Right: A Facebook Perspective – Ankur Shah (Techlightenment) | Reggie Bradford (Vitrue) | Matt Trainer (Facebook) | Jon Hackett (R/GA)

• -MT: As a customer, what was your favorite interaction with a business? The barber who knows you? The bartender that knows what you drink?
• -MT: People trust their friends more than any other kind of information.
• -MT: Selling impressions and buying eyeballs is fading away.
• -MT: 3 tenets of FB marketing principals.  Build, engage and amplify.
• -MT: It’s not just about getting users to engage with your brand, it’s getting them to engage with each other.
• -MT: Sponsored stories is the best way to amplify users conversations about your brand.
• -MT: The FB developers were selected based on their abilities to build the best applications on top of the FB API possible.
• -MT: These 3rd party developers help you optimize and maximize everything you do on FB.
• -MT: See examples of the best social campaigns at facebook-studio.com
• -RB: Facebook is becoming the operating system of the Internet.
• -RB: There will be Software as a Service that marketers will use,  just like many sales organizations use Salesforce.
• -RB: These SaaS companies should also be tasked with keeping clients appraised of the constant changes Facebook is making.
• -RB: Native FB tools are great, but when you get into large organizations with multiple brands and multiple teams, it gets more complicated.
• -AS: The data that Facebook has collected allows third party developers and providers to create and offer things that weren’t possible before.
• -AS: It’s important to be able to visualize and customize all of the data available so that you can track the metrics that related to you.
• RB: Marketers are looking at Facebook more holistically, beyond just being campaign-driven.
• JH: Understand the behavior of the users you’re looking for.  Launch and leave ‘em doesn’t work.

Adam Duritz

4:20 PM The Audience Imperative: A New Relationship Between Artists and Fans - Adam Duritz (Counting Crows)

• -AD: You still need to make personal connections.
• -AD: You screw up when you do direct marketing, because viral isn’t linear.  At best it’s reciprocal.
• -AD: What made you a million today may not make you a million tomorrow.  That’s how fast things are changing.
• -AD: Radio screwed up when research changed the way it programs, misuse of information can also be a threat to social.
• -AD: Radio dismissed the importance of discovery, and in the process they got rid of the passion.  Social can’t make those mistakes.
• -AD: When radio disengaged with their fans and went to random surveying, they messed up.  In social you should listen to your fans.
• -AD: When someone complains, it’s not a negative.  They’re trying to tell you how to make your product work better for them.
• -AD: They can’t tell you they want something they don’t even know exists yet.  When they find it, they can’t wait to tell people about it.
• -AD: When people discover something, they become personally invested in it.
• -AD: Nothing anyone tells you is going to be completely gospel.  Don’t adhere blindly to a plan without incorporating your common sense.
• -AD: People are on a blog because they’re totally into what that blog is about.  That can be more powerful than traditional media.
• -AD: People want to be part of a “scene.”

Day 1 – October 17, 2011

 

8:30 AM Introducing the Social Consumer – Brian Solis (Altimeter Group)

• -Full house at Pivot. Brian Solis shaking hands and kissing babies. Stand By…
• -Today’s theme is “Rise Of The Social Consumer”.
• -You have the traditional consumer, the online consumer, and the connected consumer who is ALWAYS on.
• -A connected consumer is an audience with an audience of audiences.
• -A brand’s job is to speak through the user so they’ll share their words.
• -It’s our job to reach people in the streams where their attention is focused.
• -Social Media is not corporate media.
• -Reasonance is something that can stay alive in a stream because people react to it.
• -Customers will break up with brands that don’t provide value.
• -”Like” is too casual an action for brands to assume fans want to deeply engage.
• -Things that keep brands from moving beyond experimenting with social: budget, unclear outcomes.
• -Have you asked your customer what they expect from you in social media? Most brands say “no”.
• -Most brands say they’ll measure success by engagement.
• -Brand goals for social marketing are increased sales and consumer engagement.
• -CMO’s are prioritizing tech to improve customer relationships and experiences.
• -Other CMO priorities are to enhance customer loyalty/advocacy, and design experiences for tablet/mobile apps.
• -A big CMO concern is the use of integrated software suites (Like Vitrue) to manage customers.
• -Brands that focus on segmentation/targeting outperform those who don’t focus on those things.

9:00 AM First Wave of “Social Web” is Over – John D. Hayes (American Express)

• -3 principals to navigating the social world, speed, listen and control.
• -Lady Gaga has 44 million followers on Facebook. She credits her “little monsters”. Talk about a NETWORK.
• -Most studio execs will say the social media indexes they monitor on “opening Friday” will predict lifetime box office performance as a whole.
• -Qwikster was launched & killed in just 10 days by NetFlix.
• -Information is gathered and moves faster, so Business decisions are being made faster
• -AMEX created a forum for their customers to be heard when they pull back on their customers’ buying power.
• -People demand control.
• -People are rebelling against organizations who don’t seem to be listening.
• -It’s the “I’ll decide not you generation”.
• -Marketers…acknowledge you NO LONGER have control, but you are 100% accountable for the outcome.
• -AMEX builds relationships on the values of trust, service and security.
• -AMEX has 161 years of legacy, and here they are having to give up control.
• -AMEX “Unstaged” partnered with YouTube & Vevo and worked with music artists and filmmakers on content. 6 mins is average length of engagement.
• -AMEX Open created small business Saturday Hub on Facebook. Nov 27, 2010 launch. Built a national movement to support small business.
• -1.2 Million joined in a matter of weeks
• -Small businesses saw a 28% lift in revenue over the previous year compared to a 9% lift for all retailers.

9:20 AM A New Definition of Personal Identity – Naveen Jain (Intelius)

• -There’s been a power shift from the big corporations to the individual.
• -A consumer can Tweet, Blog, and bring companies to their knees if you are not getting customer service.
• -With that power, comes responsibility. Because it’s the kind of power that’s toppled governments.
• -There’s no more saying, “I can’t do anything about it”.
• -The tools for worldwide change are at anybody’s disposal.
• -When you see a problem and execute a solution, you’re an entrepreneur.
• -There is nothing, from healthcare to education, that can’t be fixed if a grassroots movement is formed to fix it.
• -The brain works on rewards, mainly the release of dopamine. FarmVille was successful not because it’s entertaining, but it’s based on the player being constantly rewarded.
• -”Incentiveprising” is offering up a big monetary pay day to any entrepreneur who delivers a solution to a problem. Any problem.
• -Changing people’s habits is VERY difficult.
• -It’s easier to create more energy than to get people to start conserving it.
• -There are multiple ways of solving every problem there is.
• -None of us realize the power of the individual.
• -Using Social media, you have as much power as the biggest corporation.
• -On your phone, you have more power than POTUS 20 years ago.

9:40 AM Millenials, Decoded: Inside the Digital Mind of a Connected Generation – Britta Schell (MTV)

• -MTV defines M’s as born 1980-2001 with spending power of 990 Billion.
• -They were reaching adolescence around 1998, when Google was launched.
• -They send over 100 texts a day and watch over 100 online movies per month
• -The consider themselves the most digitally savvy.
• -Their digital lives and real lives intersect
• -M’s create their own identities.
• -They know the power of publicity and branding, and use it to manage their identity.
• -1/3 say they always modify their photos online.
• -Does your brand actively curate its online identity like a M?
• -M’s manipulate communication mediums and have mastered the art of hiding in plain sight.
• -M’s HATE the phone. But it takes priority when it rings because it’s private and real.
• -Each M carefully  defines what’s public and what’s private for them. They like to keep it light online. Not so much religion and politics.
• -93% have posted things only their friends would understand. Veiled language is a public forum. Example: Song lyrics.
• -Does your brand optimize communication strategies based on goals.
• -M’s have reported feedback addiction, the need to have people respond to what they are doing.
• -When they don’t get feedback, many feel angry and isolated.
• -Are you liking your fans back?
• -How can your brand participate in the feedback dynamics of your target’s social spaces?
• -M’s assess the overall experience of a new social network before they really jump in and start to play.
• -M’s are conscious about responding too quickly. One says it makes you look like you have nothing better to do.
• -M’s give opinion by proxy, by posting or sharing a video of something they agree with.
• -M’s recognize that the content that they upload will be their autobiography that’s permanent.
• -M’s are very aware of what they are posting.
• -Is your brand pacing its communication like a Millenial?

11:00 AM Warning: Graphic Content (From Demographics to Psychographics to Behaviorgraphics) – Jodee Rich (PeopleBrowsr) | Dan Neely (Networked Insights) | Drew Breunig (Annalect)

• -JR: Whoever says Social Media is mature is wrong. Still growing.
• -JR: Instead of big data controlling us, big data is being used by individuals to effect change.
• -JR: We ALL have influence SOMEWHERE
• -DN: the challenge is how do you segment all this data.
• -DB: Once Millenials make up the bulk of TV watchers, TV will be rated in a much different way.
• -JR: Neilsen is trying to map the social data to their existing measurement framework. That doesn’t work.
• -DN: If the person using what you have gets to go home 5 minutes earlier because of it, you’re probably going to sell something.
• -DN: If I’m brand #2, how do I get around my top TV-spending competitor? Social.
• -DB: The opportunity for Social is not to try and take TV dollars, but to build on what TV offers.
• -JR: For the first time, we don’t have to mass market, we can market to individual groups.
• -DB: Our audiences have changed, but our systems for measurement haven’t. It’s no longer household & geography based.
• -DB: Communities are being based around interests more-so than physical location.
• -DN: Brands have to switch from a search mentality to a discovery mentality.
• -DN: Example, MTV’s “Teen Wolf” doesn’t need Millenials, they need horror-genre-loving Millenials.
• -JR: “Glee” is the highest performing social TV show.
• -DB: # of sales per presentation, Retweet count by community, outreach ability are metrics that could help the discovery model.
• -DN: CEO’s are who everyone is trying to please, so the metrics have to be business metrics.

 

11:30 AM Genius in the Age of Enlightenment – Jeanniey Mullen (Zinio) | Raul Peñaranda (Creative Director) | Evan Greene (The Recording Academy) | Hope Frank (Webtrends)

• -EG: the Grammy campaign is wereallfans.com
• -EG: Fans make artists celebrities and drive popular culture. Focusing on fans created a deeper relevance.
• -EG: Facebook helped us change the perception of the Academy and what it stands for.
• -EG: Facebook helps us deepen our relationship with our audience.

12:00 PM The Golden Triangle and the 3 Screens – Brian Srabian (SF Giants) | Christina Warren (Mashable)- Host

• -BS: Sports is an example of programming that most people still watch live.
• -BS: Their 3 communities are people at the game, people watching on TV, and people following the game’s progress on social.
• -BS: Off the field, the teams of the MLB are partners, especially when it comes to their social marketing of baseball.
• -BS: MLB stars probably have the lowest social media engagement of the major sports.
• -BS: The team does not control what the players say, but they consult with them and remind them of policies.
• -BS: If you’re a seasonal endeavor such as baseball, social gives you  the chance to keep the conversation going in the off season.
• -BS: The new Facebook timeline is the perfect platform for a sports team, a chance to capitalize on their heritage.
• -BS: The Giants have seen huge growth, now their biggest challenge is how to manage that audience, and the content demands.
• -BS: Giants have a huge social implementation advantage because many of the start-ups in the area are fans and want to help.

12:30 PM Lunch

1:30 PM Are Ads Obsolete? Is Banner Blindness Contagious? – Shiv Singh (Pepsi) | Rishad Tobaccowala (Vivaki) | Daniel Stein (Evolution Bureau)

• -SS: The traditional structures of ads are dying. But brands engaging is not.
• -RT: People love advertising. But it has to be more engaging.
• -SS: The lines are blurring between what ads and TV are.
• -SS: Viewers will judge content differently, depending on where they see it, TV or online.
• -RT: Advertising = commercially branded content
• -RT: The magic will be in how brands connect paid, Owned & Earned marketing.
• -DS: The pieces of content that spread fastest and farthest are still video.
• -DS: When you  are designing content to be shared, you have to make sure the sharer looks cool for doing so.
• -RT: banners are being evaluated on a cost per click basis, and the price is low.
• -RT: The goal is relevance. Sponsored stories are very strong for relevance.
• -RT: We must figure out how the economics of social networks work for marketers.
• -DS: When we decide what celebrities to use, we use socially connected celebs.
• -DS: If you do a banner ad, it’s got to be a doorway to a deeper experience.
• -SS: brands are discovering to be relevant it can’t just be about pushing out the message.
• -SS: Pepsi soundoff is a newly launched social component attached to the X Factor.
• -RT: The stats once boiled down, are not as impressive as your overall number of fans, which means little
• -RT: The half-life of a tweet is 8 minutes. 2% of tweeters make up 90% of the tweets out there.
• -RT: Social earned media will have more to do with mobile than anything else.
• -SS: The war for talent is about to get crazy. Everyone is going to be scrambling to get best people, including in-house for brands.

1:50 PM A New Era of Word of Mouth: Designing Customer Experiences – Frank Eliason (Citibank) | Kip Wetzel (Comcast) | Allison Dew (Dell)

• -FE: Only 2 companies have gotten social media customer service right–Dell and Comcast.
• -AD: be out there engaging customers on THEIR terms.
• -AD: What you learn about your customer through social has to be combined with traditional research.
• -KW: It’s appropriate to use your appropriate network for your target. It they aren’t on Twitter…don’t use Twitter.
• -KW: We watch Klout, but we don’t treat customers differently based on such influence tools.
• -AD: Dell does pay attention to influencers, but where product releases are concerned, not customer service.
• -FE: Brands have to connect the dots in terms of internal structure, because the customer sees you as one brand.

2:10 PM The Impact of Social on TV Ratings – Radha Subramanyam (Nielsen)

• -One of the main reasons people engage in social is the desire to see and contribute opinions on entertainment.
• -3 in 5 online customers create reviews of products and services online.
• -People 25-54 tend to comment on entertainment most.
• -Viewers talk about who’s winning on shows, what’s entertaining and what’s funny.
• -23% of social media mesaages include links to professionally produced content.
• - 4 weeks prior to a show premiere, a 9% increase in buzz volume corresponds to a 1% increase in ratings.
• -Overall, social buzz happens around premieres and finales.

2:30 PM Retiring the Funnel: You’re Spending Your Money in All the Wrong Places – Chris Heuer (Deloitte) | Giovanni Rodriguez (Deloitte) | David Rogers | Rebecca Millman (McKinsey & Co.)

• -CH: Are you willing to recognize which 50% of your advertising is not working and allocate that money on other areas?
• -CH: How much are you willing to spend to build a trusted relationship and what benefits are you willing to get?
• -CH: The more points of engagement that you create through social media, the greater the potential for competitive advantage you’ll have in your market.
• -RM: We’ve dealt with game changing new technology before–the internet and e mail.
• -RM: We haven’t moved as fast as the consumer has in regard to their behavior changes.
• -RM: The way we spend our money is definitely not moving as fast as consumer behavior is changing.
• -DR: Stop spending your marketing dollars on something that doesn’t create clear value for the customer.
• -DR: If you’re putting something on the very limited space on my phone and I’m not interested in it, at all, you’ve failed.
• -DR: You must tie in social metric to a business metric that matters.
• -RM: Can you say I know where my customer is and I’m meeting them where they’re at?
• -CH: Brands have to earn the trust of their employees. There’s no way to just “make it happen”.
• -RM: When something is going your company’s way and you’re hearing it from fans, you have to amplify it
• -RM: When something is not going your company’s way and people are talking about it, you have to interrupt.

3:40 PM Where’s The #%@# Money?: A Spirited Debate – Ian Schafer (Deep Focus) | Jack Krawczyk (StumbleUpon) | Jim Louderback (Revision3)

• -IS: Is there money to be made in social? It’s the tangible media happening between people.
• -JK: The money has always been in storytelling.
• -Brands want to drive people to social places where they control the conversation.
• -IS: We have to know the value of engagement so we’ll know what to pay for them.
• -JK: People share things that their friends will like, and to build their own image online.
• -JK: Intel’s Museum of Me was huge with sharing as it created an emotional experience.
• -JK: People share things that their friends will like, and to build their own image online.
• -IS: You can’t measure social media in terms of direct response. These are evolving brand experiences. You won’t switch from Coke to Pepsi immediately due to one thing. Maybe 5 years of things.
• -JK: Brands are about discovery, direct response is about content.
• -IS: The system is not set up today to facilitate branding and discovery.
• -JK: I think results from social should be measured over a 3 month period, not judged on instant results

4:00 PM Fireside Chat: Analytics and Power – Michael Saylor (MicroStrategy)

• -With  the open graph API, Facebook has created the one database to rule them all.
• -Millions of companies will collapse their data into the Facebook database. It’s inevitable companies will share much of this data.
• -Mobile apps combined with the Facebook Open Graph is going to release the friction on a lot of commerce.
• -When brand applications fully integrate with the FB platform, it could open a new world for businesses of nearly every kind.
• -Forward thinking retailers are realizing the plastic card is going away, it’s going to be an app on the smartphone of loyal customers.
• -Mobile is 10x more powerful than the transition we went through with the Internet.
• -There are things that do you no good in a cubicle, but do you a world of good on a phone in your pocket.
• -If consumers don’t get what they want in a store, they can instantly reroute their purchase to an online store. That will force retailers to change.
• -The money opportunity is in having better software that creates better experiences for consumers so they shift their purchases to you.

DAY 2 – October 17, 2011

8:40 AM The Dirty Little Secret: Is Social Really Just Hot Air? - Jon Bond (Big Fuel)

• -Technology changes dictate marketing changes overall.
• -Brand agencies are good at the low-tech human side, tapping into the emotional.
• -Social media agencies are high on technology but retain the humanness.
• -It is not easy to change an internal agency culture.
• -You have to answer the question, “Why should we take the $10 million we were going to put into TV and put it toward Facebook and Twitter?”
• -The biggest brands get a lot of free for every dollar spent.
• -The more we know about you, the more we can give you content that’s of value to you instead of just selling something to you.
• -Would people pay for your content?  That’s a good litmus test.
• -Agencies have to infiltrate communities and work on the inside.  But they must be of value to that community.
• -All consumers are going to have personal marketing skills in the way they curate their online presence.
• -The agency business will have a resurgence and social media will play a big part in that.
• -The people who deliver the results will be rewarded several times over.  That will attract talent back into the agency business.
• -It’s time to reinvest in training.  There’s a shortage of people who understand social in the agency world.
• -Groups will consolidate to get buying power.
• -He predicts the top influencers will organize and agencies will have to pay to go through those influencer, driving the price up.
• -He believes communities will start launching their own brands.  Example: P Diddy’s vodka.
• -It’s critical for agencies to create a bridge connecting social metrics to known existing business metrics.
• -It seems to mostly be the community management role brands are taking in-house, even though agencies might do that better in many instances.

9:00 AM Inside: The First Social Movie – Dan Beer (Pereira & O’Dell) | Brian Shin (Visible Measures) | Joshua Brandau (Pereira & O’Dell)

• -BS: 2005 in when consumer made video really started hitting its stride.
• -BS: Brands are now using social video to resonate and influence.
• -BS: They watch the Ad Age Viral Video Chart.  The average top video gets 4.5+ million views.
• -BS: Over 2600 brands have launched social video campaigns.
• -BS: If you have the best content in the world but not enough people are seeing it, it’s not going to go viral.
• -BS: There is a threshold of views that a video must reach in order to go “viral.”
• -DB: The social consumer will remember how they felt about your brand.
• -DB: Brands have to find a way to make consumers feel something.
• -DB: Be willing to LOSE CONTROL as an advertiser.
• -DB: “Inside” film presented by Intel and Toshiba, produced with user input.
• -DB: The film got over 10 million views.
• -DB: Suspend your expectations of what advertising should be.  Think entertainment, not advertising.

9:20 AM Building A World Brand In An Era Of Chaos - George Gallate (Euro RSCG 4D)

• -What’s most different than at the dawn of digital is getting metrics and user reaction back in real-time.
• -There must be a deep understanding of the target and think through what you’re putting out there.
• -Social word of mouth is now scaled with social media, and that should be at the core of all social media strategies.
• -Be wary of signal to noise.  B2B wants strong signal, B2C is more about getting heard/seen.
• -At a certain point, a brand should shut up and let the customers take over
• -The top viral video for 2 years, every week, was the Evian roller skating babies.
• -Before the video launched, there was already a large number of followers driven by the overall social strategy.
• -Just pushing something out there doesn’t work, it has to come from knowing your target and a strategy.
• -There is an amazing power in vision…IF you’re willing to execute it.

9:40 AM Friends Who Shop Together: The New Landscape for Social and Mobile Commerce - Arnie Gullov- Singh (Ad.Ly) | Cameron Gross (Best Buy) | Kip Levin (Ticketmaster) | Philippe Gauman Jr. (Google)

• -KL: Ticketmaster is incorporating a way to let friends know you bought a ticket to a show, even tell them where you’re sitting.
• -KL: You can also see where your friends who are going to the show are sitting.
• -AS: Social media is cheap media.
• -CG: We’re capitalizing on the trust that customers have in each other.
• -PG: The ideal for a marketer is to both listen and participate.
• -CG: Best Buy has experimented with customer service via Twitter with some success.
• -PG: He heard a statistic that shows 1 in 5 tweets mention a brand or a product.

10:20 AM Disruptive Technology and the New Consumer Landscape - Charlene Li (Altimeter Group)

• -2007 iPhone debuted.  FB debuted 2007.  iPhone app store July 2008.  iPad came out 2010.  Very quick and compressed advancements.
• -We have no idea what the new disruptive technology will be.
• -Our notions of privacy have flip-flopped in a very short period of time.
• -The new normal is conversation, not messages.  Yet brands keep bullhorning out messages.
• -To maintain relationships with consumers, you have to be authentic and transparent.
• -The only way you can have any level of “control” whatsoever is to engage.
• -The relationships people have with each other is sadly not like the relationships they’re having with brands and organizations.
• -Listening and responding isn’t enough anymore.  You must proactively seek their needs.
• -Do your customers feel like you know them?  Know who they are?  That they’re important to you?
• -Create a culture of sharing within your company.  Don’t be clandestine.
• -Discipline is needed to succeed.  Know how you’re going to handle customer input.  Don’t be ad hoc.
• -Prioritize the tech disruptions that matter, that have real effects on your business.
• -Prepare for failure.  You’re not going to get everything right, so know how to admit you’re wrong.
• -It’s about the relationships, not about the technology.

 

11:30 AM There’s an App for That! Delivering Experiences for the 3rd Screen- Oren Michels (Mashery) | Chris Cunningham (AppsSavvy) | Ray Wang (Constellation)

• -OM: API is the foundation on which apps are built.
• -OM: Many apps are being developed by non-tech companies, by retailers, etc.
• -CC: Activity and actions is what should guide app development, apps that ask, “what are people doing?”
• -OM: A great app does one thing really well, it grants a wish.
• -OM: We’re seeing apps that are short-term, like the one the AP built around the World Cup.
• -OM: The short apps are essentially no different than an ad campaign.
• -CC: Brands trying to force their own objectives into an environment is a recipe for failure.
• -CC: Better to know your targets’ activities and learn how to leverage them.
• -OM: Almost all good mobile apps are location aware.
• -OM: By and large, the best apps will have a different development for each platform.  Otherwise they just won’t look or work right.
• -CC: Sometimes being labeled an app diminishes the fact they have their own sites and communities.  Angry Birds is bigger than an app.
• -OM: Apps are about getting to your customers where they are and giving them something useful they’ll want to engage

11:50 AM The Gamification of Marketing and Advertising - Kris Duggan(Badgeville) | Dan Kimball (Kontagent) | Mathieu Nouzareth (Fresh Planet) | Lee Boykoff (A&E)
-Gamification is the thesis that brand marketers can use the same strategies game designers use to attract and hold users.
-Univ of Washington created a game called Fold It that would have people helping solve a component in AIDS research.  The players did what scientists failed to do.
-LB: A&E built a game based on their “Pawn Stars” show.
-LB: Within one month they had over a million installs.  More people were playing the game than were visiting the channel’s site.
-LB: They look at how frequently they play, how long they play, revenue generated from microtransactions to judge success.
-LB: ARPPU is average revenue per paying user.
-KD: How do you make your customer feel rewarded for their participation and loyalty?
-KD: One challenge is how to use low users to medium users, medium users to heavy.

12:20 PM Lunch

1:00 PM You Can’t be Customer-Centric If You Don’t Know What Customers Want: Designing Shareable Experiences – Brett Billick (Virgin America)

• -What’s important to consumers when they reach out to your brand?
• -Customers feel valued when they feel like the brand will go out of its way to support their needs.
• -Along with value, consumers want to feel you’re delivering efficiency and relevance.
• -They took consumer data, behavioral data and social data, and combined it to find the consumer’s engagement.
• -In terms of importance of channel, the most important was individual email, company website, word of mouth, and face to face interaction in that order.
• -Using the data, they came up with consumer influencer scores.
• -They learned the email channel was the bread and butter for many of their high value guests.
• -Through FB Places and Foursquare, socially connected customers could earn frequent flier credits for checkins.
• -They launched markets using promoted tweets.

 

1:30 PM The Great Debate: The Value of Earned, Paid and Owned Media… What Works? – Steven Rosenbaum (Magnify) | Jay Samit(Social Vibe) | David Iannone (Heineken) | Shani Higgins (Technorati)

• -JS: He says impressions are dead.  A complete waste of money that doesn’t measure anything.
• -JS: Instead of paying for a chance of a result, why not just pay directly for the result?
• -JS: Zynga delivers crack and it’s very addicting because you’re always real close to that next thing you want.
• -SH: They offer advertising in blogs that have great influence but that are under-represented.
• -SH: You activate ambassadors, but then follow it up by amplifying what those ambassadors are doing.
• -SH: You don’t have to be the creator of your content, you can just be the sponsor of it.
• -JS: you have all the stats in the world and still not know the essence of a person. Spend 5 minutes with them and you’ll know what they’re like.
• -JS: social marketing and engagement is like parenting, it’s a lot more work once they can talk back.

2:00 PM From Impressions to Expressions: Becoming the Resource - Michael Donnally (Coca Cola) | Marisa Thalberg (Estee Lauder) | Hank Wasiak (The Concept Farm)

• -MT: Conversing instead of talking at consumers is one of the most fundamental marketing shifts of our time.
• -MD: In every case with every social platform that came along, fans assembled around Coke before the company started any formal program.
• -HW: Control what you can control, your brand’s position.
• -MT: If you have great brands, you have to have confidence in your brand and truly believe people do or will like it.
• -MD: Know how and how quickly you’re going to respond if something negative pops up about you in a stream.
• -MT: Don’t overreact and let one user ruin the whole party.
• -MD: Have good science behind your moderation to clear out content that’s of no use to the community.
• -MT: 15 of their brands participate in the breast cancer awareness program across 25 countries, impressive organizationally.
• -MD: Their “liquid and linked” program is for content to spread out uncontrolled, but always link back to the brand.
• -HW: Online video-watching outranks other online activity.
• -MT: The desire by women for beauty how-to videos is off the charts.
• -MT: When you use a use-generated video but brand it, you’re still presenting yourself as the authority even though you didn’t make it.
• -MD: We need to be fast, quick, nimble and inexpensive with content.  And we need a great deal of content to keep things going.
• -MT: Educating people internally has become a big part of the digital marketing job.
• -MT: I believe that if you’re interested in digital marketing, you need to fundamentally learn to be a good marketer period.
• -MD: Students should be hungry, listen, and focus on the fans.

2:50 PM Transmedia Storytelling - Brian Solis (Altimeter Group) | Eileen Naughton (Google) | Jesse Thomas (Jess3) | Steven Rosenbaum (Magnify)

• -JT: Using different platforms to tell the same story = transmedia storytelling
• -EN: Content has always been engaging, it’s just that there are new and diverse ways to engage.
• -EN: There are genius creators taking full advantage of digital platform, brands like Lady Gaga.
• -SR: authors like people to see content start to finish, but now people come in at different points and experience “parts” of it.
• -JT: Partnerships between creators and brands create tremendous opportunities.
• -EN: YouTube is profound and allows for the discovery of any story you’re interested in knowing about.
• -EN: YouTube is the 2nd larges search site behind Google, so clearly video is the delivery vehicle searchers want.
• -SR: Brands have to think of themselves as publishers, then invite others to make content for you.
• -JT: Don’t forget the remix culture, taking existing content, altering it, then putting it back up.
• -SR: Products now don’t have to be “finished,” they can be altered based on audience feedback.
• -SR: People are willing to pay for content.  The Kindle Fire is going to be important and change behavior.
• -JT: Do your customers really need this thing you’re creating?  Are you providing utility?