NOTE: Post got long so I put Keynote Panel discussion notes on another post.
Raleigh Internet Summit Keynote Panel Notes
Blogging from the Internet Summit in Raleigh today (Tuesday November 15). Having lunch with a cool Raleigh startup and then keynote at 1:30 (so a full day of Internet marketing ahead). Will be starting with the Social Media Advanced "intensive". "Advanced" may be way too much credit since who really can be "advanced" at social media (yet). Also writing how to sell to "ME", a post about how our lives changed post Moore's Law and Google. We've changed so much how we market and sell things has to play catchup (what else is new).
Stay tuned will capture anything THAT rocks today on this post and on @ScentTrail using hashtag #isum11.
One irony struck me already. How can an Internet Summit have such a BAD website? No hero, no clear Calls To Action and a conversion mess. Site needs my employer (Atlantic Business Technologies) help (little plug there :).
Argyle Social Media
Excellent talk by Jill Carlson from Argyle Social. Here is a link to some very important Argyle slides on Social Media. Slides on balanced (promotion balanced by curation was surprise to Jill and me the first time I saw them at @1918's SEO Everything You Need To Know Meeting.
Jill's Slides from Internet Summit
Follow Argyle Social on Twitter
Jill on Twitter
Ignite Social Media
Listening to Christian from Ignite Social Media, creator of the Good Mood Gig very cool social media campaign with stunning results.
"Hardest thing I had to do was call the runner up," Christian from Ignite Social media on here work on Good Mood Gig campaign, a campaign that had to clear FDA and FTC hurdles (drug company) and the legal issues related to offering someone a job. Jim described Christian as a sweepstakes rules junkie and you would have to be to pull of a contest like this.
"Consumer is in control, we are seeing this over and over. Creativity is more important than big budgets in a social media world.
Social Media Is A Cocktail Party by Jim Tobin (@jtobin ) our capable and funny MC today.
@differentwalk (Christian Sullivan from Ignite)
Facebook prevents running a promotion native within the tool, prohibited in terms. Use of a tab is alright. Administer in Facebook is legal. expion = tool to help feed iframes and update across pages = Raleigh startup. Tabs are ways around Facebook Terms and Service.
NOTE: Need to meet with Ignite Social Media.
B2B examples of great uses of social media: Blentec and Hubspot (Hubspot going for thought leadership tracking into Sales Force)
"LinkedIn doesn't work because they won't let you do cool things. We go to them with cool things and they keep telling us we can only do ads," Jim at Internet Summit. LinkedIn forums are so filled with spam it makes it difficult to find good ones.
What about Google +
User interface is easy to use. Excited to see what outcome will be. We are starting with one of our larger clients now, Christian from Ignite Social Media.
"Google Plus is limited now. They need a tabs feature to Facebook to allow more interesting promotions and content. Potential for SEO = enormous if anyone starts to use it, but now it is throughly uninteresting" Jim Tobin, Ignite Social Media founder.
Wildfire.com = create Facebook tabs tool.
Cara Rousseu Social Media Manager at Duke Admissions
Ways consumers filtering noise is changing. Good content can build relationships.
Content should be based on stories. Tell stories, tell them again and in different formats.
Content needs to be remarkable, educational and entertaining. Really hard to be both educational and entertaining.
Using Dove evolution as example of knowing your voice. Excellent Dove Real Beauty campaign.
Example of education.
Kyle Gets Buckets 2.0 = amazing Dookies shooting baskets from strange angles all over campus.
Example of entertaining.
Kyle Gets Buckets = gem because it is a
Cascadian Farm = Great Facebook educational page offering value to become a trusted source.
30Rock = Great entertaining Facebook page.
Burt's Bees = Great Facebook custom tabs well. Go for experience but leave with an impression of Burt's Bees products that stays with you.
Aveeno = Facebook = not great because they talk to themselves about themselves.
Skittles = using social media really, really well. Social media is consistent with brand and they speak with a skittles voice. Post once a day at 4:00 and create "a little piece of candy in my day".
Threadless = example of controlling inventory and manufacturing based on crowdsourcing.
Editorial Calendar = Most Important Tool
Must think ahead and map content to those future activities. We detail what happens based on our admissions calendar. ED applicants get notified in mid-December. For those kids who were accepted we want to highlight Durham and so we will be sprinkling that theme throughout our campaigns mapping and curating content around event and content.
Also have to be nimble with social media content. Need to react TOO!. There will be changes, so you must be flexible and use tools to plan ahead.
With a tight budget brand ambassadors are key. Duke elects 7 bloggers working for "dirt cheap" blogging about Duke as Ambassadors. Identify those who love our brand and enlist them in your effort is critical when you have a low budget.
Content Management Systems - Drupal, Joomla, WordPress and Experssion Engine. Important to have multiple users creating your content. There needs to be a "Managing Editor" for consistency.
Where is your HUB?
Very important to have a hub. For Duke it is Duke Today, acting as an RSS feed abrogator. Facebook is our #2 referrer behind Google for Duke Today.
Important to tell stories and tell other people's stories. For you to be a trusted and valuable source. Free tools to help curate, monitor and create social media:
Google Reader and News Alerts
Facebook Steam (edit options or curate your Facebook stream)
AllTop (resource for relevant keywords)
903 and counting = Coach K contest
Getting really cool stuff we can drip out to our social media channels and we are getting innovative content.
Social Media Challenges
Freshness and how to cut through the noise. Hard to be unique when re-using content.
What is ahead For Social Media Marketing?
Mobile and tablets = absorb content WHILE experience is happening. Content needs to be created around experience, what is happening now will be increasingly consumed via mobile. Geotargeting will matter more. Recommendation engines = no leader in how to get the right content delivered without crazy filtering and streaming. Cutting edge things are becoming common so how to stay ahead is an ever increasing challenge.
Key CONCEPT = NOW Consumed Differently in Mobile Powered World
Absorb media into experience AS experience is happening like my typing this blog post as I am listening to the speaker. This "real time" interaction changes the experience and moves the experience out to our social nets vicariously including a much larger audience and expanding time.
Phil Buckley Interactive Director CapStrat (@1918 and a good friend)
What are people looking for...
83% look for health and medical
82% search for a map
78% looks for service or product
76% get news
Much of this traffic is a social activity in one way or another. Social media is the new barbar shop, water cooler and lunchroom.
"I get all my news on Twitter," Phil Buckley.
No need to turn on CNN when there is breaking news. You can get everything from your social network.
Sharing is bigger than fans, friends and followers. Sharing generates almost 50% of traffic for websites and brands.
Yelp is influencer you even if you've never heard of it. The next time I visited The Pitt they knew about being the Mayor on FourSquare. Get to know Yelp, get to love Yelp but don't always trust their reviews.
4.9 clicks for each piece of information shared on Facebook (on average)
BufferApp = Phil has been using (and I recommend too)
Marketers drool because so much intimate information = magical marketing oh, and there are 1 billion people there.
The good news is I only see ads that are relevant, bad news is they are creepy because they are so spooky-targeted.
Online numbers to tie social and search together are AMAZING (yes this is confirmed by my research shared in Think Like An Internet Marketer).
SEOMoz = what is causing changes in search results, they are: Facebook Shares and Facebook Activity, then Facebook Comments, Facebook Likes...Things shared from your Facebook page content goes up. How can we work to get our social media and search all going down the same path? Google can't ignore, no matter how much they want too, Facebook.
Social media is everywhere and mobile strategy = time to start was yesterday. Mobile is everywhere and growing, growing rapidly. Pre-2007 mobile world was different. "Who needs to be that connected, who needs a phone with them all the time," old comments.
iPhone, introduced in 2007, changed everything because mobile looked COOL!
Responsive Design = trend sweeping design and development community = platform agnostic, flows for any device. Not like the old days. Not just designing for one device, one platform now. Responsive Web Design = pretty no matter what type of device. Essentially creating cool presentation given platform limitations or benefits.
Boston Globe = 1 year to go all Responsive Design site.
St. Pauls = site Phil likes as Responsive Design
All web sites will have to become responsive. People who get to bad mobile platforms = bounce. "Only 7% of my customers are on mobile so it doesn't matter," Phil heard from a client. It might be only 7% mobile because your site stinks. Not be MOBILE MATTERS NOW is crazy.
This "mobile empowerment" of customers is HUGE.
83% adults own a phone
35% own a smartphone
58% of smartphone = geolocation apps
62% of 18 to 24 year olds = smartphones
As we get used to doing a lot on our phones, penetration of smartphones will increase.
Digital assistant in iPhone 4S = more aware than old iPhone and has a "plethora" of data to pull from. We need to pitch Atlantic BT as a local search option to take advantage of geotargeting since we are across from Macy's (lol).
Geo-fencing (coupons based on where you are = going to grow). Digital fencing = SquareUp, a small creditcard swipe for your own store. SquareUp is doing 11M a day in mobile processing. Card Case is taking it to the next level. Within 100 feet of the register = open a tab and auto-checkout as you leave. Everything is linked to your phone.
Jack Dorsey, Twitter founder, runs SquareUp = interesting company you should look at who is making checkout during the holidays easier. No more lines! Worked well at gas stations now why not your local gift or electronics store.
Two questions every client should answer:
What is your social strategy?
What is your mobile strategy?
Will QR readers be built into phone and prompt, "Do you want to access the QR code?" We tell clients they work, but not quite out of beta. Many people see QR codes and don't know what is behind them. As people do more artsy things they may catch on, but not yet.
Google's purchase of Contago? Check this out....
Triangulating people from Yelp, Quora, Facebook and etc... gives a better view of ME to market too so tools will be created to provide that 360 view.
Afternoon Sessions: Online Video
Donna DeMarco, Viddler.com (cofounder)
Online video platform. You provide content. We do about 7M embeds a day. Our main business target is small to medium size businesses.
Video helps sales - 64% more likely to purchase.
Upload once and share on many platforms. My job is to make your video looks nice no matter where it is being viewed. Looking good is your video platforms responsibility.
Gary Vaynerchuck's Wine App = great example of video to mobile.
Every minute 40 hours of video is uploaded. How get above that noise?
Video Interaction call to action.
Video Interaction invite conversations. Example The Help Disney movie used video to host chat.
AMC had a video contest where video was integrated into product.
Video testimonials = very powerful (note: mailVU testimonial app perfect for this)
Benchfly = instructional videos in a closed community.
Traditional ad revenue is moving to video. The thing that is new is it is OK to charge for content. There's more than just advertising. Daily Digital good for this.
User Generated Content $0 to $5 (value last year).
Need at least 100,000 views a month before think about making money from traffic arbitrage.
Video ads on your content network can help "mom and pop shops" move into digital age.
Robert Baker golf coach (Vistrator) send you back a personalized video of Robert Baker telling you what to do with your golf swing.
PR News Wire on Robert Baker
Livestream Power of A Live Moment (Sam Kimball)
* Lean In Experience
* Natural for social integration
* Real time feedback and sharing
* People watch longer (9 to 12 minutes for live per video per viewer vs. 2 - 3 minutes)
* Brand messaging stands out - click through rates are THROUGH THE ROOF
* Web site
* Social integration
Millions and millions of "channels" and billions of minutes of video. Live streaming allows audience to "be there".
Camera, computer and strong Internet connection = you can stream video live.
Best platforms allow for multi-bit rate presentation so looks as good on Plasma as PC.
Entertainment (15%), gaming (14%) and music (12%) top charts but business is coming in at 5.2%.
HOW TO / WHAT TO
1. Video Production
2. Web Development / social app i-Frame creation
3. Promotion to Drive Viewership
The last mile is promotion to drive viewers. Key to "holistic" streaming video approach. Used invite only Black Keys music stream, available for anyone who LIKED T-Mobile on fan page.
This is called "LIKED GATED" and a great idea for FB contests. Get access to something happening NOW.
Another example is weave the live stream into a page with social and merchandising. Anything exclusive or premium = monetize through sponsorship. Look to engage a full service video production company to capture the event since they will do so in a way that makes the event look great and support your brand.
RSVP ad unit = dialog box to create a reminder to tune in.
Social is also key. Live streaming is highly viral. Leverage social media on one of the leading streaming platforms. Engage notable to engage their networks too (should be part of contract of hiring a Seth Godin or Chris Brogen).
Geo Eco-imagination did summit level panels with leaders in tech and environment and live-streamed the entire event through banners into their web site (very cool).
New Video Marketing Perspectives
Strategic thoughts on live streaming. The "live moment" can and should live beyond the live broadcast. How create a time line of photos, videos that encapsulate the live feed. As a road to the broadcast start a stream of relevant multi-media that builds excitement about the live stream. We should be able to create a way for people to follow a channel. How do we get you in the stream that leads up to the live stream. How do we increase the social integration. Connection between social and live streaming video is HUGE.
Following, sharing, commenting and reposting is adds another dimension to live streaming events. Last, but not least, make it easy. Resolution adjustment can be a pain. LiveStream.com is trying to make distribution to multiple devices (Responsive Design) work easily.
Live pack = creates enough bandwidth to do live streaming with cell phones.
samkimball2 on Skype
Jamie Beck, Cisco on Dos and Don'ts of Webinars
Webinar = cheaper than sales calls.
So cheap pretty much anyone can put on a webinar. Over saturation. May not get traction due to other people's bad webinars. Easy to screw up. Free to me = may mean no attendance at actual webinar. Need dynamic invitations and feedback loops to prevent people not showing up.
- Do have a clear title and message.
- Offer an incentive
- Keep pitch short and sweet
- Supplement with social media
- Graphics in email invitation = good and more excitin
- Don't make people jump through hoops
- Don't send simple text without compelling calls to action
- Don't be boring
- Don't load 80 page powerpoint (use Prezi instead MS note)
- Start on time (no matter what)
Started as an analog DJ. Started to incorporate visuals into my DJing and Blue Man and Tony Hawk picked me up. Playing a lot of colleges and bars. I looked at YouTube as a way of showing a younger audience what I was doing. This is before live streaming.
At first my YouTube LIVE experience didn't gel, it didn't work. I started making remixes like a singer making a song. Started doing movie remixes with video editing and sound. I couldn't do those kinds of cuts live because I don't have enough hands. YouTube is my platform of choice, but the problem is how to stand out. Brought a following with me to YouTube and that helped.
What I was doing was so unique. Mike is now demonstrating how he "samples" video using a turntable to "scratch" the video like a record (VERY COOL). Mike is not furiously working the tables as the O Face sketch from the movie goes back and forth. Now a loud rock beat comes up and video of babies are crying and being "scratched" by Mike. Can't describe how cool this is. Mike is manipulating video images the same way turntable DJ manipulates samples and tracks.
Crowd is into it, clapping and excited despite it being 4:00 on a long Internet marketing day. One thing I would share. Be careful with conversations. It is on or off. There are people doing bad things. You don't want to become a negative meme.
I like wordbrush's approach. Their videos exploded on YouTube. Watch YouTube dropoff timeline like a hawk. Hotspots determine where people fall off. Early on hotspots helped me make my videos more friendly. Download free YouTube playbook on how to create successful videos.
How monetize? I'm about about 130,000 subscribers so I depend on sponsors and movie people who pay me to remix, not making a lot of money from subscriber base. MaxHeadRoom is a big influence. Put your collection on hard drive and now you go to town. Much easier than the old days when I needed multiple plane tickets to fly
Copyright issues on mashups? Not the ones I get paid to do (laughter because Mike said it in a rebel DJ way). I have run into some issues I'm not sure I can talk about. I just did IronMan and director saw it and loved it. My advice is just go for it. That being said I have had some...issues (laughter).
I don't work for YouTube either by the way, but I know quite about it. Drop off is a persistent bell. It is so easy to just go and do something else. Its free so it is really easy to use the audience. Why it is important to read YouTube FREE playbook. Best time estimate for videos = 2:00 minutes. Talking = drop off goes up.
You need to write it so your story peaks at the end to keep viewers. Mike is demonstrating how he uses an iPad to help with scratching. Someone suggested Mike do a HOW TO (agree). Mike will be full on at Summit Party tonight.