Conversational Marketing Summit – Day Two

Day two was four days ago now but it took a little longer than expected to catch up from being out of the office for a couple of days. Anyhow, here's my highlights from the summit - day two:

Case Studies: Virgin America & Dove

These were presented at different times of the day but I had an epiphany after the second case study. Although these are clearly B2C case studies I realized the rules of Social Marketing for B2B companies are essentially the same. Here’s how Johnny Vulkan of Anomaly put it:

1. Leaning into the Frame – you need to insert yourself into conversations, no room for wallflowers.
2. Branding Utility – make brands useful in peoples lives, if there’s no point in remember your company name, they won’t.
3. Fundamental Goodness – products you deliver need to be good, people have more reach than ever. They won’t tell 7 people if they’re unhappy, they’ll tell 700.

This is all starting to sound like a broken record. However I was particularly moved by the second point ‘Branding Utility.’ The power of an emotional connection and the ability to make a brand useful in people’s lives is strongly tied to its ability to be social.

Dove in particular has done this very well –it’s not just soap, it’s about real women and real beauty. I was particularly moved by their pro-age (as opposed to anti-age) and self-esteem videos shown below:

The ability to make an emotional connection is no easy feat. Luckily for me Cisco’s Human Network campaign took care of the hard part, now I just need to ensure that connection is communicated in everything we do. Hmmm, can you see me thinking between the lines…

Can Big Brands Change their Approach?

This sessions started with a strong statement from Tina Sharkey of BabyCenter, “Change is about re-staffing the organization.” I’m not sure I think it needs to be this dramatic - I think change within the organization can happen if the right leadership and support exists. Although there will always be nay-sayers, I think “re-staffing the organization” may be a bit dramatic.

Richard Tobaccowala of Denou nails the biggest challenge when he said ‘you need to make today’s numbers but be relevant tomorrow.’

Tina then talks about how Johnson & Johnson acquired the talent they were missing when they purchased BabyCenter. Although they own the site they manage it as a separate un-biased community where they own no more than 15% of voice.

The CMO is being replaced by the CFO

Richard says we need to start self marketing. Marketing as we know (knew) it has become outsourced to customers and the role of the CMO is no longer needed – we need to shift to the CFO ‘Chief Facilitator Officer’ role. When it comes to budget allocation spend more on making what you make better and integrate search into everything you do.

Marketing in Social Networks

I was particularly inspired by JP Morgan Chase and how they leveraged Facebook as the platform to initiate a conversation with its customers. In fact, they created a special credit card to promote solely on Facebook and they gave people a reason to talk to each other by allowing people in the group to come together and pool award points and buy things together. But Own Van Natta warns us that some of these conversations have no end so we need to be prepared to commit for a very long time.

Conversational Marketing Summit Recap

I spent yesterday afternoon at the Conversational Marketing Summit and here were my key takeaways:

The Creative Destruction of Advertising

• Chris Peterson of Chautauqua Communications explains that we need to rethink our entire process for marketing focusing more on content.
• The new process includes: product + marketplace + audience - with that you create a content strategy which is then deployed through your media plan, distribution channels and creative.
• Eric Vidal of WebEx (a Cisco Company), shared some of the content types that worked for WebEx including product placements, videos, web seminars, reports, podcasts and radio/TV. Here are some of their lessons learned:
• Integrating the content was key in their execution.
• Podcasts need to be short (7 min or less)
• You can't stage user generated content - customers need instant gratification
• Sometimess pretty doesn't work - plain text driven banners on blogs worked better as they were seen more as integrated versus interruptive
• Customer videos were popular - when they were less than 4 minutes they had a 90% watch to completion rate
• Don't script customer videos - it needs to be more natural (but you can call then and seed them with ideas)

The Conversation Economy - the Third Wave of the Interface Culture

• John Battelle, CEO, Federated Media talks about the three interfaces of information:
  
1. Back Office (c:/) - this is when interoffice conversations started happening
2. Front & Back Office (the Internet) - where employees are 'messaging' to customer on the web
3. Talk with Customers (search) - where customers go to get information
4. I would add a 4th interface where we have just scratched the surface (social networks) - allowing customers to talk to each other


• John talked about how much search engines love conversation - he brought up a search page for a car as an example and only 2 of the 6 links on the first page led you to the company site -- all others were 'conversation' sites including blogs and forums. This made me think that if you do a few searches like this on your keywords it's a good way to find out what conversations you should be joining in on.
• Packaged vs. Conversation Media

• 'We Suck Less Campaign' -- John had a great idea for the cell phone provider who's ready to be transparent. No one is happy with their cell phone carrier for one reason or another but cell phone carriers are still trying to send us messages "fewest dropped calls" "largest network" -- either way the real story is being told by the consumers. John's challenge to a service provider is to come up with a map that allows users to pinpoint dead spots then to have the provider start to fix the spots that are most complained about -- and if they can't be fixed due to city regulations they can explain this and can empower the customers to help by telling them who they need to reach out to. I think it's genius! But as Sarah Fay from Carat and Isobar later said, "the ability to execute ideas is severely lacking."

A Conversation with Scott Cook

• Scott Cook, the Founder and Chairman of the Executive Committee, Intuit stated the obvious - focus on your customers. However Intuit has an interesting way of doing this - they actually recruit from their customer service organization to be part of the development team each year since these people are closest to the customer and have the best understanding of their challenges.
• Scott brings things into reality when he says "the best way to kill a brand is to drive people to a bad experience" - he talks about BeingGirl and Tax Almanac as good examples where
  the user experience that fits the target audience.

Reinventing the Audience

• Sarah points out that one of the differences between digital media is that you may be starting something that may never end - it's like planting a tree and letting it live and grow. This also means "trusting the conversation to play out as it would in the offline world."
• Has Yahoo been listening after all? Jeff Weiner, EVP at Yahoo! talks about their plans to integrate their sites to provide more value to their users. He also talks about interesting ways they have monetized some of their sites through product integration. For example Nikon sponsored a 'Stunning Gallery for Flickr users and Yahoo Answers allows companies to become 'experts' in particular topic areas through sponsorship (I think they beat LinkedIn Answers to this one).

Meet the Ninjas
I can't say I understand these guys but apparently they created a video blog that has been wildly successful. This video pretty much sums up their presence at the event:

More to come ...