How Much Do You Open Your Kimono? Does "Thought Leadership" Imperil Your Ability to Monetize What You Know?
Does giving away info snacks enable you to sell knowledge meals, or does your blogging and content program actually cost you paying customers? Do you publish everything you know, or hold something back?
Find out in this dynamic presentation filled with tough questions, crowd participation, laughs, and real-world examples (with actual stats). You'll discover the merits (and pitfalls) of unfettered and unabashed kimono opening.
The conversation will be led by two guys who have made a career out of thought leadership and content advice. Joe Pulizzi is the founder of the Content Marketing Institute and is the co-author of Get Content Get Customers. Jay Baer is the President of social media consultancy Convince & Convert and is the co-author of The NOW Revolution.
by Bill Pauls and John McHale
To quote Jay-Z, “I’m not a businessman, I’m a business, Man.” No one connects more deeply with their audiences than rappers. They're fearless marketers -- stirring up trouble, grabbing the mic, commanding attention, and ultimately, selling a ton of product. This session will look at (and listen to) how rappers turn personal brands into marketing platforms, including how they:
-project a consistent brand image
-market to new audiences (rappers have been doing this well since RunDMC met Aerosmith)
-innovate in a digital world (T-Pain’s popular Autotune App, for example)
-cross promote with advertisers
-leverage product placement (mmm, Cristal)
-and drive culture
Last year, Bing won the 2011 Grand Prix at Cannes International Festival of Creativity by launching Jay-Z’s new book. The question is, which brand was the bigger winner?
by Dave Olson
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. This conversation will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. The tips and tactics will include: understanding motivations, providing rewards, setting boundaries, understanding types of volunteers, organizing disappearing task forces, avoiding "cat herding,” and thwarting confusion and conflicts.
Practical examples will include: crowd-sourcing a multi-language software translation project; organizing citizen reporting at an Olympic Games; creating participatory contests to produce content and assets; identifying perpetrators and looters in a riot; raising relief money under difficult circumstances; and, rapidly helping victims in disaster zones.
From the examples, we’ll discuss methods for channeling the passion of audiences into tangible results in much the same manner as Tom Sawyer recruited his fishing pals to help whitewash his fence.
Working independently. It's fairly common in the tech world, but there are also many, many misconceptions and stereotypes. Josh has been working independently as a developer for the better part of the past fifteen years and has learned many lessons not only about what it means to work freelance as far as lifestyle goes, but also many practical bits of info about dealing with money, contracts, clients, personal marketing, and how to fix things when it all seems to go wrong. Christin Roman has just made the big jump from working as a full-time user experience designer to working independently. She will speak about the process of making the big leap -- what sort of planning it took, what the dangers were, and how it's turned out so far. And we can both speak to the idea of working freelance as a lifestyle choice -- balancing work and life, etc. We would also like to keep this open to audience discussion about experiences and techniques for living the life of a freelance rockstar!
Every consumer is local. They live in a community. They’re engaging and interacting in their favorite places, online and offline. And much of today’s marketing misses the mark when it comes to connecting with local consumers online. In this session, we’ll share practical strategies about how any business - from start-ups to local businesses to national brands, agencies, and franchises - can think local in their online marketing and connect the dots between their digital strategies and their physical presence.
Why does local matter for every brand? 86% of consumers use the internet to find a local business. 20% of all searches on Google have local intent. 1 in 3 mobile searches is local. Google map use is 40% local. After looking up a local business on a smart phone, 61% of users called the business and 59% visited. 100% of consumers are local.
It all starts with picking the right strategy for your business type. We’ll share ideas and examples of thinking local from a strategic brand perspective: Content Strategy, Search, SEO & Keyword Strategy, Local Listings, Social Strategy, Online Advertising, Reputation Management, Ambassador & Engagement Strategy, and Mobile Strategy.
By now, every good marketer knows that bringing people together in the real world is a powerful tool for building a community around your company. Despite all our cool social platforms, from Google+ to Quora to Facebook, there is no substitution for getting together in good old physical reality.
But how many parties are there at SXSW? How many drinkups are there every evening in New York, San Francisco, or Seattle? How do you stand out from the crowd and build an event for your audience that will draw people in and help you really connect?
In this session, Jason Preston, Vice President of Strategy at the Parnassus Group, the creators of the Tweet House, 140tc Twitter Conference, and the Blog Business Summit, will share the secrets to creating a compelling event that will rise above the noise and turn attendees into evangelists.
by Neil Perry
Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.
by Glenn Engler
Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.
How can brands in low-interest, low-involvement categories truly engage women in the digital space? Which of women’s digital activities are purchase decision drivers vs. distractors? What do women really want from brands online? Ogilvy, Microsoft and Mindshare teamed up to tackle those questions and more with “Digital Divas,” a groundbreaking study of more than 12,800 women that reveals how the Venus-Mars analogy extends into the digital sphere: how women vs. men live and breathe online and what that means for brands. "Digital Divas" makes sense of the daunting deluge of data on women in the digital domain to tell the story of how women seek, share and shop across channels. We’ll discuss and debate some hot topics, like why women really “like” brands on Facebook and what a “like” is truly worth. We’ll share some surprising new digital developments, like what surpassed peer recommendations and store coupons in 2011 to become the No. 1 influencer of women’s online purchase decisions. And we’ll illustrate how even the least sexy brands are connecting with, captivating and cashing in on women in the digital domains they rule.
9th–13th March 2012