5. Saying it Short
Helen Klien Ross (@adbroad, @bettydraper)
• The less you say, the more they'll remember.
• You have to find a way to make what you’re
saying stand out.
• If you're trying to write, unplug!
6. 1. Make a story our brains are wired for stories.
2. Make every word count.
o Data: The king died. Then, the queen.
o Story: The king died. Then, the queen died
of grief.
3. Consider the target.
4. Keep it simple.
o Just because you have 140
characters, doesn't mean you have to use
them.
5. Say it different.
7. Social Media: The Next Generation of
Business Engagement
Dave Evans (@EvansDave), Jake McKee (@JakeMckee )
• Identify and focus on process, metrics and
measurements applicable to your business
objectives.
o Tie social to all other business initiatives.
• Engagement isn't a click on a banner, it's a
conversation!
• ROI - think about the purpose of the
investment first; what are we trying to
measure.
8. Detractors
• There are some people
you cannot engage.
• Engaging determined
detractors only amplifies
their voice.
• What to do if a detractor posts (or a rumor
posts) on your page?
• How far do you let a determined detractor go?
9. Customer Experience: Future
Trends and Insights
• Loyalty is an emotional attachment.
• What emotions are you trying to evoke in
your customers/clients?
• How do you pick out what your
customers/clients really want?
• What is your subconscious message?
19. The Striesand Effect
A primarily online
phenomenon in which an
attempt to hide or
remove a piece of
information has the
unintended consequence
of publicizing the
information more widely.
22. Measuring Social Media
Let's Get Serious
• You cannot measure ROI as one specific thing;
measure ROI of whole marketing.
• Three metrics the C-Suite cares about:
o How much did we make?
o How much did we save?
o How happy are our customers/clients?
• Add a layer of reality to understanding analytics.
• Measure more over time and trends.
• Building true followers is an organic process.
• You have to compel them to click "like.”
23. Creating, Curation and the Ethics
of Content Strategy
Margot Bloomstein (@mbloomstein)
CREATION
• Creation is the act of making new meaning from the
world and often times sharing it with others.
• If we're not creating new meaning, we're just adding to
the noise.
• What is our content strategy's point of view?
• Point of view:
o How visible is your point of view?
o What is the bias or perspective they're bringing?
24. CURATION
• Curation is an act of creating new meaning by
combining existing content with new
perspective.
• Human vs. automation
• Shape the visitors experience:
pair things, create groups and consider scale.
• Perspective is a unique purview of humans;
without that (perspective), it's just aggregation.
25. • "You cannot not communicate."
oWe need to own that process.
• Curation with intention.
• Communication with intention.
26. The Thank You Economy
Gary Vaynerchuk (@garyvee)
• From the beginning of
time until 2003; the same
amount of content is
being created every 48
hours.
• Legitimately care first!
27. • Hit an emotional
center.
• When you take it
outside the
context of what
you do, that takes
it to a different
level.
28. • People hear social media and they just
want to push.
o You can't just push!!
• Don't try to close in
one minute (like a
19 year old
boy), you need
patience!
29. • Old Spice guy
campaign a fail; all
they did was push.
• Social media is not
a fad because it's
human.
30. “It's not how many followers
you have, it's how many
followers engage and give
a sh*t about you.”
- Gary Vee