Last week, I attended Digital Summit 2014 at the Cobb Energy Centre in Atlanta (well, near Atlanta – it’s technically OTP for those in the know).
The conference opened with a keynote from Brent Herd, the Director of Southeastern U.S Sales for Twitter. Herd discussed the importance of brand interaction on Twitter, including implementing hashtags to increase your audience scope. Then he got into a topic that become the underlying message for the next two days – if content is king, distribution is queen.
Here are seven lessons I learned at Digital Summit 2014:
- Success is making the incredibly complicated look easy: Be able to explain your tool and your company in under 15 seconds. To that point, we need to stop using the phrase, “social media is constantly evolving” as a crutch. Every aspect of your company should be constantly evolving, too. Even with this constant evolution, your customers shouldn’t be rocked by change, so focus on a smooth transition from their seat – not yours.
- Get in the mind of your buyer: As marketers, we have to look through the eyes of consumers on a day-to-day basis and organically become a part of their daily lives. For the consumer, it’s a value exchange – we give, they get. Make it easy, make it fun, and make it meaningful.
- The DS community has excellent taste in music: I saw three DJs scattered around the conference. While at first the sight of DJs in the daylight gave me bad bar mitzvah flashbacks, their music selection was on point. The Beastie Boys, Michael Jackson, Arcade Fire, and a sick remix of Jolene? I can get down with that.
- Don’t search for love: Andy Halko, CEO of Insivia made an interesting comment – don’t seek love from customers. Seek to be wanted as a product and needed as a solution. Then, strive to understand your customers as individuals outside of your company and learn what they love in the rest of their lives, but remember that it’s not going to be you.
- Relationship marketing is a hot topic for 2014: Relationship marketing is about requiring transactions and how we can get someone to buy from us more than once. This is done by building authenticity and trust, knowing your audience, aligning values, having values outside your own product, and establishing frequency and diversity.
- Embrace people as a resource: People shape platforms and dictate how we use the platforms to market to them. If you equate brand relationships to personal relationships – acquaintances are social media visitors. Friends are your core audience. And your closest friends who get the best version of a story are your email recipients.
- Create a “Wall of Awesome”: This idea came from InterContinental Hotel Groups’ Social Marketing Director, Nick Ayers. Your “Wall of Awesome” is a space to post positive feedback from customers – praising different aspects of your company, culture, tool, etc. that serves as a constant reminder of your company’s purpose. It can be on a blank space in your office, a page on your website, or a section of your company newsletter.