New Media Expo 2013: Highlight Reel

0001-13375193 When we attended our first New Media Expo (then BlogWorld) in 2009, social media was in the “wild west” stage. Conference attendees were early adopters. The shared belief that social media could not be ignored created dynamic connections between attendees. Conference sessions in the early days covered topics like: – How to convince your boss that social media is important to your communications strategy; and – What is a blogger, and should you pitch them? Cut to 2013 While a handful of early adopters were present, many attendees were first-timers. In fact, many had been sent by their bosses to learn how to apply social media to their business practices. Sessions about convincing your boss, or getting people on-board with social media were a thing of the past.

In other words, social media has arrived. Now what?

Key Takeaways

Follow your passion

We loved this quote from Amy Jo Martin of Digital Royalty’s keynote:
Where passion, purpose and skill collide – that’s where your bliss resides.

If you’re new, you can break through

During the How to Find, Grow, Connect and Influence your Network session, Robert Scoble shared how new bloggers can break through. “Overnight successes happen when you put in one penny, then two, then four, continuing to double pennies over time for success. Don’t be afraid to have a niche blog. Set goals for how many readers you want and then blog to meet that.”

Brands: If you are useful, customers will come

People inherently don’t trust brands, but they do trust other people. How do you break through the lack of corporate trust? Find out what your customers need and solve their problems. Those problems don’t always have to be product or company focused! Jay Baer calls this “youtility.” Baer shared the Hilton Suggests Twitter page as an example of youtility in action. Hilton Suggests’ listens to inquiries on Twitter and provides travelers and people in major cities with restaurant ideas and more. They don’t necessarily talk to Hilton guests, and they don’t usually send people to Hilton properties. By solving needs in real-time, they are building positive sentiment about Hilton in general.

Quick tips for determining what your customers want:

  • Look at search keywords on your back-end analytics
  • Determine what keywords people are searching internally
  • Pay attention to web chatter
  • Ask your current customers and social media fans
Don’t forget to market your marketing!

Loyalty and status go hand in hand

Dino Dogan of Triberr shared that brands can build “insane loyalty” if they give their best customers status. He empowered everyone in the room to think about free things they could give customers that would make them feel special. He used the example of Delta’s SkyMiles wherein Delta grants members priority security line access at the airport. The perk doesn’t cost Delta anything, but it makes loyal Delta flyers feel important.

Influencers and advocates are not the same

Michael Brito and Matt Ridings defined the difference between influencers and advocates.
  • Influencers: Use their social platforms to amplify a message and reach more people.
  • Advocates: Have brand affinity, and will actively promote and defend a brand. Advocates convince their friends to buy (or not to buy) and have an impact on the purchasing funnel.
They empowered people to identify and build relationships with both internal and external influencers and advocates. At BRG, we agree that both influencers and advocates are important. We would add that influencers could become advocates so brands would be wise to consider that relationships with influencers could evolve positively over time. What were your favorite moments from New Media Expo?

Don’t forget to check out our Live Blog from the NMX keynote! We also tracked the best social media statistics from the conference.

Photo Credit: ahockley, Splat Photo