Future of Marketing micro conference notes

Following are my notes from the conference today. I appreciated the density of having 60 speakers who each had 60 seconds to share what they thought the future of marketing was. There will be an MP3 and a PDF from ThoughtLead later, but I felt like posting what I learned from this.

@ScottMonty - Scott Monty (Ford)

use paid & earned media

each channel has its own power - use them together for combined power

@MarketingStefan - Stefan Tornquist econsultancy

pass the obsession

think beyond the channel

universal solutions

experience as a whole

optimize for reality

as many channels as it takes

@Unica - Paul McNulty

engage with each prospect in a relevant manner

channels - outbound & inbound

data & execution silo

real time across all channels

@AnneHolland55 - Anne Holland

20-25% improvement running A/B tests

whichtestwon.com - online library

@ChuckMartin1 - Chuck Martin

Mobile is a game changer

5 billion, 90%, nearly 1/2 smartphones

deals, unique services

at the moment desires

@LeeOdden - Lee Odden

Facebook tops Google in weekly traffic

search is beyond Google - internal Facebook, mobile

social commerce is next area of focus

make commerce part of the social experience

@Mike_Stelzner - Michael Stelzner

people don't trust you

walk along side of them

produce engaging content

showcase the success of others

provide extensive how-to articles

interview the experts

recognize those who helped you

@MarketingProfs - Ann Handley

produce great content as the cornerstone to marketing

remarkable content?

good content shares or solves, doesn't show/shill

vendor agnostic information

@CC_Chapman - CC Chapman

content rules - break through the clutter

long term strategy - lay it out, then figure out how to tell it

passion is contagious

get your customers passionate about you - then you'll win

@BoughB - Bonin Bough - PepsiCo

cross-function

Gatorade mission control room

figure out how to participate in this transformative world

put digital at the core

@AmberMac - Amber Mac

Power Friending

pay attention to what is happening in the SM world

social search

recommendations from friends - what to buy, where to eat/stay

@SteveRubel - Steve Rubel

Time & Space - relationship to each

digital media relativity

attention spans are shrinking

hard to break through the noise

surface area - increase - relevant placement

4 areas: paid, owned, earned & social

Leveraging networks -

Laurel Touby

email marketing is spray & pray

Super Nodes - leverage them & their network

flowtimes??? to identify

@BenHuh - Ben Huh

connect people to the things they are interested in

matchmaking

technology & playgrounds

we're willing to advertise a product/person for free

marketers are giving some of their power to users

@ChrisAbraham - Chris Abraham

find everyone who is a viable candidate in their writing/leadership

engage them in what they're talking about

@ChipConley - Chip Conley

We're all human - Maslow's Hierarchy of needs

understand ourselves as humans

successful companies approach desires

Apple does this with unrecognized desires & transformative needs

@JeanneBliss - Jeanne Bliss

Chief Unifier of organization

Brand:

Clarity of purpose

Employees are the brand

Be Human & Real

Become a talkable brand - deliver a reliable service

nurture your humility muscle

@SugarRae - Rae Hoffman

Keep it real - show the real face of your company

celebrate success

sorrow/empathize with failures

Honesty gains clients

be who you actually are

@BrianSolis - Brian Solis

complete socialization of business

lead the individuals you are trying to connect with

inspire them to become advocates

service > adaptation

era of leadership

worth sharing

@CharleneLi - Charlene Li

how to create a social strategy

technology is fantastic at creating relationships

can't control them

give & take

have conversations

define what you will & won't do

@LizzStrauss - Liz Strauss

pay attention to 8-12 of your key people

core of your community

they'll bring you friends and bring your community for you

@JayBaer - Jay Baer - convinceandconvert.com

too much hype around social media

business because of social media

retain customers

increase your conversion rate

social FAQ - top 10 questions customers have - answer them across channels

@60SecondTweets - Jaimie Turner

can you afford...or can you afford not to be in SM

all roads should lead to ROI

not done to be social

5 purposes:

Branding

ecommerce

lead generation

cust retention

research

Attraction vs. Distraction

grow or don't grow?

@ChrisBrogan - Chris Brogan

Use your ears

understand customers in a 360 degree way

not just what they've purchased

what are they talking about when they're not talking about you?

@JohnBattelle - John Battelle

5 horsemen of the Internet, AOL, Google, msn,

independent web - people create their own

dependent web - the portal

message to the web

@SoniaSimone - Sonia Simone

reputations are fragile

supply chain, CEO over drinks, customer service

@Ekaterina- Ekaterina Walter

focus less on b2b marketing

focus more on b2b conversation

you sell to people, not businesses

new marketing - the new norm

not a standalone effort

start participating today

@RandFish - Rand Fishkin - SEOmoz

real time search, social search

3 quick fire tips

register with Google, bing, webmaster tools

use bitly - track twitter - click-through rate

create content that people want to share

@MayaREguru - Maya Pavesa

QR Codes - more real estate agents are using

get the detailed info without/before contacting the Realtor

@PRNewsWire - Victoria Harres

Future of marketing is not selfish, it's to serve people, not sell to them

analytical tools - Facebook, Google, - drill down and find that audience who didn't know they're waiting for your message

not to convince - facilitate that audience member's existing need

@DMScott - David Meerman Scott

Oakley donated sunglasses to Chilean miners

Wynn hotel banned Paris Hilton

companies are planning on a campaign mentality - too far into the future.

Focus on the present. What can you do right now?

Real time is a mindset. SM is tools

@MatthewMay - Matthew May

limiting information - create curiosity, intrigue

iPhone announcement - show, then silent for 6 months

Coke's happiness machine - 3MM views

limiting info seduces people

@Note_to_CMO - Steven Denny

future of marketing is not about tools (SM) it's about the discipline to use them right

remember to sell something!

positive ROI because you mentioned it

test on real consumers, not just fans on Facebook

don't get lazy no matter how sweet the tools are

Simon Salt

Do it Today!

Outshining your competitors

4square, goala, yelp

yelp.com - search for your brand - what are people already writing about you brand/service

engage with those people - say thank you/sorry and then do something about it

@SteveGarfield - Steve Garfield

tell your story with video

quickest easiest way to get info online - pocket HD video camera, webcam or cell camera

easy to assemble video

copy & paste clips together

do it live - push the button live to stream - ustream, etc.

@DannySullivan - Danny Sullivan

use twitter to reach out to people who don't know your brand already

monitor the mention of "Pizza" instead of "Dominoes"

search for "anyone know" +generic product

then reach out to help

@RohitBhargava - Rohit Bhargava

shifting paradigms

we're bad at selling- terms don't mean anything

we become faceless

have a personality - become more authentic

read your about us page out loud

talk in a human language

why you exist

what you are passionate about

personality matters because people matter

@FrankGruber - Frank Gruber - Tech Cocktail

take advantage of opportunities

curiosities

watch things you normally wouldn't

try new things, gadget, apps

innovate by diverting from normal

@UnMarketing - Scott Stratten

listen to passive conversation

set up Google news alert on any subject - entire research of conversations online

once a day to keep up to date

stop listening and you'll stop learning

@PorterGale - Porter Gale

importance of innovation

@MitchJoel - Mitch Joel

some want anonymous searches

ability to do so without being outed

value of anonymous content

@GuyKawasaki - Guy Kawasaki - Enchantment book

new product - should you build a website with custom domain, site from scratch...or build Facebook fan page?

Facebook is what he decided - 350MM users - community shares & spreads

The Strategic View

@KevinCE - Kevin Clark

DIY idea, small team idea

set that idea in motion

???

@JBernof - Josh Bernoff

treat your customer as a marketing channel

once you turn someone into a customer, you're not done

proceed with that idea

identify ???

develop groundswell

empower ability

amplify fan activity

@AaronKahlow - Aaron Kahlow

Marketing automation

C-suite attention

from a social standpoint - what do they want

what you're doing that's not automated - can it be automated?

more value - marketing automation - not just marketing income

@MktgWithMeaning - Bob Gilbreath

marketing with meaning

not just buying impressions

create something they remember and lean toward

improve peoples lives

Charmin - find bathroom near them

@GetStoried - Michael Margolis

everybody is a story teller

this applies to business

people don't buy your product/solution/idea

they buy the idea attached to it

what the brand means to them

give them something to believe in

invite people to find the deeper meaning

tell a story people identify as their own

need to persuade/convince or sell them on anything - that disappears

@SandersSays - Tim Sanders

give them a sense of purpose - this will get them to purchase

make a difference in the world we live in

the new buy one get one free

feel more benefit from doing business with that company

@Bogusky - Alex Bogusky

the new consumer revolution

all consumers are now transformed to advocates

from sellers to buyers

becoming transparent is not a choice

do you do it, or do you have it done to you

don't be a "little" transparent

don't forget to ask your customers for help along the way

@Sandy_Carter - Sandy Carter

marketing in the future will be more automated, more science, less art

CMO - tactical, others more strategic

user generated content from virtual communities

entertainment culture will be the only way to break through the noise - gaming

@NickBilton - Nick Bilton

Rise of high personalization of everything

allow Google access to your social network, they'll modify your search results to include this

hyper-personalized

more curated & personalized content

@RobbinPhillips - Robbin Phillips

future is not about shiny new SM tool - it's about people

dreams, passion, desire to connect with others

SM will enable connection

future is bright & shiny because we get to write the next chapter with our customers

@Zappos - Tony Hsieh

culture - deliver great customer service

word of mouth from customers

keep customers happy by making employees happy

@TDefren - Todd Defren

Content specific approach

put relationships (instead of creative) in front of everything

that makes you a friend who talks to them daily

not the "promotion of the week"

@DWeinberger - David Weinberger

what holds together the network are shared interests

don't pursue you own interests

more impactful approach

@Jimmy_Wales - Jimmy Wales

power of word of mouth

trend towards more influence of WOM marketing

if only one major competitor, easy for a third to sneak up

@BarrySch - Barry Schwartz

more choices...better off?

too much is bad

paralysis, not liberation - choose none of the above

make bad decisions

dissatisfied - something else may have been better

sell more by determining sweet spot - something for everyone, but not too much

@TheCMOClub - Pete Krainik

focus specifically on the employees

get behind the brand

30 second spot

@JeffreyHayzlett - Jeff Hayzlett

convergence across channels

broadcast to narrowcast

how to be radically transparent

seen as genuine

engage, educate, excite, enthuse to make brand ambassadors

key to future success

@GaryVee - Gary Vaynerchuk

1:1 engagement is future of marketing

context & caring

feelings & intent of marketing

more content generated in 24 hours than beginning of time to 2003.