Summary & Presentations: Social Media Marketing & Monitoring 2011 – San Francisco

Thank you to everyone who attended Social Media Marketing & Monitoring 2011 yesterday. We had some fine presentations, a feisty panel and an impromptu live “surgery” at the...

Social Media Marketing & Monitoring 2011

Thank you to everyone who attended Social Media Marketing & Monitoring 2011 yesterday. We had some fine presentations, a feisty panel and an impromptu live “surgery” at the end of the day. Here are the presentations and a short summary of the conference. Feel free to add your feedback, as well as links to your blog posts, photos and videos in the comments section.

I (Luke Brynley-Jones, Our Social Times) kicked off the day with a “state of the industry” presentation, highlighting some useful stats and trends, explaining how the social media industry is fragmenting, customers are becoming more demanding and adventurous, and we’re getting better at marketing. My presentation (for viewing) includes the top 10 reasons why people un-Like Facebook pages and figures on the growth of small businesses usage of the social web and a chart showing the top priorities of social media marketers (measuring ROI isn’t #1).

Aaron Strout (WCG) provided an insightful presentation on the 5 Golden Rules of Location Marketing. (1) Stake your claim (2) Know your influencers (3) Create a great offer (4) Test, learn, optimize (5) operationalize. He highlighted Ditto and Yelp as location marketing services to watch and recommended, if you can, building into the location services APIs (most have open APIs). He provided a great example of this: an app that automatically calculates your travel mileage if you check in wherever you go. Neat. We hope to make Aaron’s slides available here shortly.

Gabe Joynt (Razorfish) then provided a fascinating summary of the agencies’ recent Liminal report into customer engagement. Apparently customers are most interested in value, efficiency, trust, consistency, relevance and control (in that order). He explained how to break your customers down into types and recommended reading a useful Web Credibility report from Stanford.

Giles Palmer (Brandwatch) then gave a presentation about monitoring the release of several video games for Activision, including Call of Duty: Black Ops and Assassins Creed. He demonstrated how, by tracking the triggers to online buzz, they could sustain interest throughout the launch cycle. Factors impacting on buzz included: format of content released, timing of release, target audience, genre of the game, format of the game. It was an invaluable lesson for anyone launching a new product. We hope to publish Giles’ presentation here shortly.

The panel discussion on “influence” featured Chris Heuer (Deloitte Consulting), Gary Lee (mBlast), Jodee Rick (PeopleBrowsr) and Peyman Nilforoush (NetShelter). There was some disagreement about the relative importance of “authority” and “reach” in determining how influential someone might be, but complete agreement that general influence-grading tools miss the mark, since the context of someone’s expertise is critical. Marketers should look to their customers first when seeking influencers and, although treating customers differently based on their influence-rating should be considered, it must be done sensitively.

After lunch Rajat Paharia (Bunchball) provided a fast-paced introduction to gamification and the use of gaming mechanics for marketing. He highlighted 6 “needs” that people have which can be met by introducing gaming into your marketing (1) Reward (2) Status (3) Achievement (4) Self-expression (5) Competition (6) Altruism. He gave some excellent case studies involving Playboy and Chiquita bananas. You can view his presentation online here.

Dan Martell (Flowtown) opened his session with a brief update on Flowtown, which recently moved from matching emails with social media data (via Facebook) to a more enabling marketing tool. It’s in development now. He then told a story which explained the value of creating social objects – i.e. objects (photos, tweets, posts, videos etc.) which people want to share. He also said you should provide customers with extra value, not discounts.

We then had a lesson on advanced Facebook advert optimisation from Chase McMichael of Infinigraph. Chase analyses the content that your Facebook fans “Like” and uses this information to help you advertise against keywords that your prospective customers have affinities with. He provided some impressive CTR results and urged us to check out Facebook Stories, to amplify positive mentions of our companies. You can watch a video of Chase’s session here.

Finally, Elyse Tager (Constant Contact) took the microphone and explained how the relationship between email marketing and social media has become blurred, but that “email lights the fire, social fans the flames”. She highlighted the importance of updating your Facebook page with useful content and shocked the room by revealing that “96% of Fans never revisit a fan page”.

Jennifer Lindsay (The A-List) couldn’t do her session due to illness, but we do have her slides on the rise of innovative photo-sharing sites (below).

To round off the day we held a “live” surgery during which we crowd-sourced solutions to a number of problems that audience members had. Two involved Facebook: how to stop publishing from one facebook page automatically to several other pages (solution: find out what tool is syndicating your content and switch it off); how to capture more information on an app without putting people off (solution: explain why you want the data, then create a form and ask them to fill it in).

There were some fine quotes during the day. Here are our picks of the bunch:

“Discounts are stupid!” – Dan Martell, Flowtown
“Gamification is about meeting the needs of 43 year old women” – Rajat Paharia, Bunchball
“Ad impressions are so 90’s” – Chase McMichael
“Fail fast and often” – Chris Heuer’s advice for social media marketers.
“Typewriters are what people used to write emails on” – Jodee Rich’s son, quoted

Thank you once again to our sponsors for supporting #SMM11:

  • Brandwatch – The global social media monitoring company
  • Viadeo – The leading business network
  • Constant Contact – Email marketing and social media marketing tools for SME’s

Our next US events will be Social Media Marketing & Monitoring 2011 (New York) on 12th Oct, and Social CRM 2011 (New York) on 3rd Nov., but we plan to be back in San Francisco early in 2012. Keep in touch.

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    A A Reply

    I would have liked to see a deeper dive into social media for B2B rather than just this high level info that may be relevant to B2C.
    Also, it would have been nice for lunch to be in a different room, so we had a chance to stretch our legs a bit.
    Don’t know if I would go to another of these.  Didn’t find it as useful as I was hoping.

    1. Avatar

      Luke Brynley-Jones Reply

      Yes – the problem with covering ‘social media marketing’ in one day is that we don’t get to do the deep dives we’d like to include. Thanks for your feedback re: lunch, I’ll pass that to our event manager in SF.

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    William Smith Reply

    It is what I was looking for 🙂