Seattle Interactive Conference – Day 1

Today I attended the 1st annual Seattle Interactive Conference and had a great time!
I attended six different sessions and now struggling with information overload. To prep for tomorrow, I thought I would document some of the learnings or reinforcement I received today.

The Practitioner’s Guide to the Social Engagement Journey
Key Takeaways:

  • Start with a customer need
  • Executive buy in is key
  • Real results lie ‘between the seams’
  • Look for early wins.Set expectations
  • Measure for impact

Social Media Panel (Banyan Branch)
Panel Members: Alex Samano (T-Mobile), Black Cahill (Banyan Branch), David Camp (Amazon), Kim Johnston (Parallels) and Paul Peterman (Facebook)
Key Takeaways:

  • Social media is an earned media, not paid media
  • Think of social as a loud speaker
  • Be ready to respond and mediate the conversation
  • Never delete unwanted or negative comments
  • Always try to dress the issue publicly, as other product supporters will respond

Social Local Mobile (SoLoMo) Comes of Age: From Local Expression to Local Utility
Key Takeaways:

  • Download Trover (very fun app for entertainment and fun, useful for finding nearby things, social, useful for trip planning to a new city and educational)
  • Expressive, Visual and Fun (now useful)
  • 350 million mobile Facebook users
  • 4 billion Twitter posts per month
  • 1 billion mobile photos per month
  • 1 billion four square checkins to date

Strategy and Creativity in Verbal Branding
Key Takeaways:

  • Book: Microstyle: The Art of Writing Little
  • Short messages: grab attention, communicate instantly, stick in the mind, and roll of the tongue
  • Two parts of messaging: message goals (what you want to say) and communication strategies (how you say it)

Conveying Community Through Stories
Key Takeaways:

  • Follow these 4 R’s to cut through the noise: Relationship (with the people), Relevance (know what matters), Rigor (craftmanship), Results (evaluation strategy)
  • Continuum of Story Types: Investigative Journalistic, Promotional Advocacy, Instructional and Educational, Business Communication, and Community-Centric
  • Always create a action-idea/logline

The Rise of the Social Customer and Their Impact on Business
Key Takeaways:

  • How does the social customer behave?
    • The customer journey is dynamic and always changes
    • Brands need to have multiple customer touch points to break through the clutter
    • Customers need to hear things 3-5 times before they actually believe (must have a relevant message in all mediums)
  • The Social Customer and Brand Experience
    • Google product and services
    • Minimal participation
    • Share content when convenient
    • Aid and influence their micro-communities down the purchase funnel through organic conversations
  • The New Purchase Funnel
    • Build relationship in order to drive advocacy
    • Advocates talk about the brand, even if the brand isn’t listening
    • Advocates are trusted among their peers
    • Influencing them down the purchase funnel

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