15 Jan New Media Expo 2013: Highlight Reel
Posted at 20:53h in Social MediaWhen 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?
Follow your passionWe 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 throughDuring 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 comePeople 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
Loyalty and status go hand in handDino 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 sameMichael 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.