Social Fresh Portland – Recap and Notes
March 30 2010 by Jason Peck ~ 6 Comments
I enjoyed my third Social Fresh in Portland as much, if not more, than the first two I attended (first in Charlotte and then in Tampa). Thanks to Jason Keath for putting on a great event and inviting me to speak on the Social Media B2B Panel with Greg Cangialosi, Adam Holden-Bache and Schneider Mike (who also happens to be a master at Wii Tennis).
Social Fresh Portland in 140 characters –Smart folks doing smart things in social business, sharing thoughts and tips and having healthy discussions. Bamboo Sushi is the bomb!
*After the event was over a group of us went to Bamboo Sushi and had what some of us would call the best sushi we’ve had in our lives.
Since 140 characters isn’t close to enough characters to get into detail about each of the sessions I attended, please see below for some of my notes.
Social Media as an Internal Platform at Nike – Richard Foo and Barry Tallis
- 65% of people have had a digital brand experience change their opinion about a brand
- Nike has created a digital asset management system and added social elements to it to change how the company manages its global brand marketing processes and foster content collaboration between groups
- They’re using social technologies to improve business processes and drive competitive advantages
- The three things they focus on re: content are establishing/following a calendar, project management and costs
- Digital allows Nike to become part of people’s lives. They don’t advertise anymore; they just do cool stuff.
- Example of cool – http://www.jumpman23mosaic.com – social mosaic that allows people to upload photos and become part of a larger story.
- For Nike, success= noise (people talking about them)
- What’s next: Nike is developing a visual intelligence network that will enable people to use their mobile device to capture content (pictures, video, etc), tag it (with descriptive words and location) and upload it to a collaborative environment to foster storytelling
Social Media From the Trenches – Amber Naslund
- Social media is simple, yet not. It takes time to do it well.
- Knowing your goals and then what you need to execute is the first step
- Radian6 has 5 community managers + one full-time person who is dedicated solely to monitoring and routing conversations/tweets/blog posts to the appropriate people for follow up
- How to convince your boss – you need to measure ROI
- “Eyeballs don’t mean squat. It’s the eyeballs that act that matter.”
- Important metrics:
- Share of conversation (what percentage of conversations are about you vs. your competitors)
- Sentiment – Look at how this changes over time
- Percentage of engaged posts
- Benchmarks of influence – frequency of content creation and how much that content is shared
- Amber’s thoughts on outsourcing: Ok to start, but you can’t outsource forever. People want to have access to the real people behind the brand
Keynote Speaker – Peter Shankman
- HARO – $1.2 million revenue from ads in 2009
- Despite sending emails 3x a day, HARO’s open rate is 75%. Why? Because it’s valuable content
- One of the best things to do = find a better solution to a problem.
- Peter’s 4 rules:
- Be Transparent
- Find out how your audience wants to get information (Hint: ask them!)
- Enable your audience to become finders (give them content they can share and people are grateful that they’ve shared it)
- Learn to write
- Focus on customer service
Goal Focused Analytics – Chris Penn
- Decide on a goal and measure to it. A good goal = qualified leads
- Determine how much a lead is worth
- Create goals in Google analytics and add the lead dollar value to this
- Create specific tracking links for different networks/campaigns
- Look at what channels are driving qualified leads and focus on them
Mapping the Inbound Marketing Ecosystem – Mike Volpe
- Inbound marketing enables companies with brains to compete with companies with budget.
- Steps – Create content, optimize, promote, convert
- Studies show that the more companies blog, the better results they get
- Don’t optimize for what we want people to know you as- optimize for what people would call you (what they search for)
- Rarely shared content: product info, documentation, company background info
- Frequently shared content: new market data, educational content, top-notch blog posts
- Give people multiple ways to convert on your site (not just a contact us page)
- Use lots of calls to action. Test to find best offer/size/color/etc.
- Optimize landing pages
- Utilize limited navigation. Your goal is to get them to fill out a form. Don’t confuse them with other links
- Keep it simple
- When asking people to fill out a form, keep it short
Social Public Relations – Jason Kintzler
- PR today is not just about journalists; it’s about influencers (journalists, consumers, bloggers). Everyone gets information from each other.
- You can’t make a press release social just by adding links to share on social networks.
- Need to rethink format and content of news releases to make them more valuable, easier to read and easier to share/blog about.
- Research shows that people stay on social media releases twice as long as traditional releases
I hope you enjoyed these notes from Social Fresh Portland. Whether we recently met for the first time or knew each other before, I look forward to staying in touch and seeing you at future events.
If you’d ever like to hear more about how we can help you convert prospects to customers, customers to frequent buyers and frequent buyers to enthusiasts through email, online community, search marketing and lead optimization, contact us to schedule a demo today!
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