Last week I had the privilege of attending the Social Media Week conference in New York City. It was overwhelming and enlightening at the same time, and I walked away so energized and excited about the career path that I have chosen.
“Measuring Attention and Intention, with The New York Times.”
In my first session, Michael Zimbalist, SVP Ad Products and R&D at The New York Times, discussed the evolution of digital advertising. Previously, advertising promised intention – a user action (usually a click) is a proxy for intent to purchase. Google developed AdWords, which allows you to target users based on their intentions.
Now, with the rise of video advertising and social media, digital advertising has shifted. Essentially, it has become a method to capture people’s attention. This migration from the bottom of the purchase funnel to the top has completely changed the game for digital advertising. Marketers now need to shift their focus to storytelling, leverage social marketing, and use different measures of success. Overall, Zimbalist argued that attention is a deliverable in its own right and that marketers who use content to win consumer’s attention will have a distinct advantage when the time comes for those consumers to take action.
“From Fans to Advocates: How to Build Community and Grow #BrandLove”
The second session I attended was presented by HootSuite. HootSuite’s Jeanette Gibson, VP Community & Customer Experience, and Dr. William Ward, Director of Education Strategy, shared best practices and real-world examples of how a strong community of fans and followers can be a powerful tool in activating others to get involved and fall in love with your brand.
Gibson started her presentation by sharing some statistics, including:
- It costs 80% less to retain a customer than to acquire a new one
- 25% increased engagement on community sites can result in 25% increase in revenue
- 92% of companies view customer service as one of their top priorities
- 60% use customer service as a competitive differentiator
- Yet, few companies deliver an outstanding experience
In order to grow brand love, brands must leverage stories, experiences, and momentum in order to inspire fans by curating experiences and stories that surprise and delight.
Gibson then went on to break down the steps necessary to seed brand love: Relationships, Add Value, Engage Employees, Advocacy, and Insights.
Gibson and her colleague, Dr. Ward, discussed the HootSuite Ambassador Program and how it has been helping drive their business. The HootSuite Ambassadors have the opportunity to connect with other likeminded industry leaders as well as advocate HootSuite’s products/services, share HootSuite content to their networks, provide regional insight and feedback, and create a stronger regional presence for HootSuite both online and offline. Ambassadors also strengthen the support community by providing 1:1 support in online forums and chats.
HootSuite often gamifies the experience for their ambassadors. One way they did this was by initiating a 60-day race to see which ambassador could answer the most support questions in exchange for an incentive (the most requested was a LinkedIn recommendation).
The HootSuite ambassador program is one way that HootSuite is using their existing community to spread the word and grow brand love.
“The New DIY – Drones, Makers, and Bots: A Fireside Chat with Martha Stewart and CEO of The Barbarian Group, Sophie Kelly.”
I was extremely excited to attend my last session of Day 1 – and see Martha Stewart in person. I was also interested in learning about the evolution of the DIY industry. Pinterest and Etsy have made incredible technological advances that have impacted DIY and spurred what has become known as the Maker Movement. Referred to by Fast Company as “one of the most disruptive new trends in the entire economy,” the Maker Movement has created a collaborative world where makers can access technologies to prototype, create, and iterate faster than ever before.
Martha Stewart talked about her love of technology and how it has impacted both herself personally and her business. She emphasized, “we have to evolve as quickly as technology is evolving around us.” Her passion for technology has never wavered, from buying her first IBM computer in 1982 (with a table attached to it) to playing with her personal drone collection on her farm with her grandchildren.
Stewart talked passionately about her American Made initiative, which spotlights the next generation of great American makers, including entrepreneurs, artisans, and small business owners. As part of the American Made initiative, there is an annual contest that invites makers from around the country to submit a homemade item that falls into one of four categories: crafts, design, food, and style. The executive editorial team at Martha Stewart Living magazine serves as category judges and Martha Stewart serves as the head judge with final say. Stewart’s American Made program drives home her view that DIY can be a painter with a paintbrush or someone with metal in their garage or a photographer with their iPhone. Stewart was clearly passionate about this program and the community of makers around the country.
When asked one thing that people don’t know about her, Stewart replied that she was one of the first investors in Google. She also invested in a home grocer company that she described as a “total flop.” However, it looks like Martha Stewart ended up just fine.
Stewart looks forward to what’s next for the Maker Movement for her brand. Her immediate plans revolve around international expansion of the Martha Stewart brand. She recently visited China, because the middle class is “100 million and growing and they need stuff, and to be able to afford it.” Providing quality products at a price they can afford will take the Martha Stewart brand to the next level.
The session ended with a drone jousting tournament between Stewart and Sophie Kelly, CEO of the Barbarian Group and moderator of the session. After a valiant effort by Kelly, Stewart came out on top. As Kelly put it, “Of course you won, you’re Martha Stewart!”
See video below: