Engaging and Promoting in a Digital Ecosystem

I recently attended a conference session (title of this blog) by Shama Hyder and Eric Kuhn.

Social Media - new definition - people are now the media!

The reach of any event can go viral - the old event that had 10,000 now is reaching millions - think the United airlines story - everyone around the world knows what happened.

In today's age you have the opportunity to get your message out and many will say the Millennials are the ones to get that message out.

By 2020 they will make up the majority of the workforce.

3 Trends in Social Media

  1. Identity-Based Ecosystem - showcase their own identity;
  2. Content Curation and Community - collaboration, community; and
  3. Video Device Agnostic (web + people = TV).

Eric Kuhn - from Hollywood to Silicon Valley.  Where we came from?

3.7 billion global Internet users who are on facebook, Instagram, Twitter, YouTube, Snapchat, email, Kickstarter, Tumblr, Podcast, Tinder.

Fight for future - Uber owns no cars, Alibaba has no stock, airbnb owns no properties, wiki-links sells no encyclopedias.

SoMoLo - social, mobile, local - Uber and Lyft - content is important.

Best Practices

  • Have a purpose, a point of view on social media;
  • Go viral - inform, inspire and insight to action (why you should share); and
  • Talk with the audience not at the audience or down to the audience.

How social media now effects every organization?

  • Content is currency;
  • Live your brand;
  • Design matters (what it looks like); and
  • Have purpose and value with your product, programs.

Until next time!

The Marketing Basics

I recently attended a session headed by executives from 360 Live Media at an association membership and marketing conference.

There session was fast paced and very informative.

They started with Simon Simek's question - Start with why?

They went on to talk about the 5 things every marketer should know:

  1. The 6 R's our metrics for success:  reach, retention, relevance, reputation, revenue, roi (relationships)
  2. 9 P's of marketing - purpose, place, people, promotion, performance, packaging, product, positioning, price
  3. Segmentation - demographic, geographic, firmographic, economic, behavioral, attitudinal
  4. Know your competition - not only chambers but also Prime and other groups asking your members for membership dues dollars (think economic development, CVB, etc.)
  5. PR squared - what consumers want, precision and relevance as well as power and reciprocity

In addition, they gave a list of 45 little things you should try in your marketing practices.

  • Words matter (#1 word free - exclusivity)
  • Bad words matter (Alert)
  • Triggered emails work
  • Speed matters (auto responders - don't go past 3 hours)
  • Thank you page traffic
  • Landing page fields (don't go over 45 seconds to fill it out or you'll lose 42%)
  • Must field responses
  • Landing page navigation bar (remove the navigation bar)
  • Mobile landing pages
  • Invitation emails (you're invited)
  • Submit button (click here, go, download are others words you could use)
  • Non-offer links
  • All links to offer page (with no navigation bar)
  • Logo clicks
  • Question emails
  • Suspense emails (and the winner is...)
  • Single day offers
  • Engagement matters
  • Inactive recipients hurt you
  • Last call emails
  • Pre-Headers are Important
  • Offer in The Pre-Header
  • Test Emoji's (it's working on increasing open rates)
  • Minutes email (grow your business in 15 minutes)
  • Just for emails (CEO's, HR professionals, etc.)
  • Sense of Urgency (time is running out, date in the subject line)
  • After offer expires (more people open after expired than who open before)
  • Horizontal vs vertical
  • Pre-population
  • Free is king (filtering is now done by your ISP, junk mail)
  • Free vs complimentary
  • Multi-touch is only option (same offer - within a two week period or less)
  • Seed yourself
  • Sending time (could be up to 12 hours for large lists)
  • Tomorrow (not the day of the week)
  • Details matter (no last name in emails)
  • Personalization
  • Letter format
  • Primary Image (same for email and landing page)
  • Clocks Work (countdown clock on offer)
  • Flash Sale Offers
  • The 10% Test (not the A/B split test)
  • End of the QTR (don't send in the last 3 days)
  • 3 Second Rule (page needs to load in less then 3 seconds)
  • You Have a Giant Finger (you need space between links)

Their final comment - Test Everything!

For more information about 360 Live Media go HERE.