#INBOUND13 Day 2 Recap: The Marketing Madness Continues

#INBOUND13 as viewed by our social PR team continued strong after day one. More “bold talks” (TEDx style short sessions) and world-class speakers were offered – plus a concert with pop sensation One Republic. Here are the best tidbits you may have missed:

Brian Solis - #Inbound13

Arianna Huffington on Leadership in Business

Perhaps the most popular #demand13 speaker of all time, Arianna Huffington made an appearance to chat about leadership and rebooting your life for better results, overall. What makes a great leader? Well, many great leaders have some way of tapping into their own wisdom and creativity. It also requires redefining success.

Success is currently defined as money and power – but this is a two legged stool. And soon enough, you’re going to fall off this stool. Success should be defined as our well-being, our wisdom and our capacity to wonder and celebrate life. The way companies are led today are using the wrong definition of success.

So what are the barriers? People are afraid of space and silence – but we need to create space in order to be creative. Stop running, and start grazing – it’s time to slow down. Burnout is the disease of our civilization. We have designed the world that we’re living in, but it’s not really working.

If we are going to have leaders take us through turbulent times, they have to foresee the iceberg before we hit. It’s true that people want more time before they want more money. Unplug the tech devices and slow down. This will help you do your tasks with clarity and prioritize which tasks to complete and which tasks can be dropped for more efficiency.

A few words on life: The worst things and the most terrible things in life are actually the best things to happen to us, because they open more doors. Life doesn’t make sense as you’re living it right now – it only makes sense when you look back on it. Everyone here will have things happen that you’re not happy about. Frankly, we’re out of control. But the one thing we can control is our attitude and how we deal with life.

Leaders are able to take the most adverse circumstances and turn them around. Can you do that? But also remember, a failure is not the opposite of success. A failure is the stepping stone to success. So create teams that are willing to fail – as leaders, we have to accept that this is part of the process.

More words on tech: Upward mobility has actually become downward mobility. Technology has created a Garden of Eden in communication. But there’s a snake in the garden, and that snake is hyperconnectivity. How are we could to have human connections in this age of hyperconnectivity? Simple – put the gadgets down sometimes.

Last thoughts: It’s time for a digital detox. Sleep is an undisputed leadership tool. It’s a performance enhancement tool. Stress is costing Americans $300 million dollars and 46% more cost in terms of health insurance. A culture of burnout cannot be a culture of creativity. Rest, relax, recharge. Leaders often self-destruct more than they are destroyed by other people or companies. We all have an obnoxious roommate in our heads, and it’s called self-doubt. Be sure to yell back at that voice.

Brian Solis on WTFuture of Business

Brian Solis - WTF - #Inbound13

Brian Solis took time off stage to discuss his new book “WTF.”

To children, a magazine is an iPad that doesn’t work right, said Brian Solis. They are digital natives.

We have to look at communications as a journey for people, particularly as Generation Z gets older. And it’s never linear, and it’s incredibly experiential. All markets are experiences, they are felt, they are heard.

A marketer’s mission to bring all of the customer touch point something. It’s no longer messages. Web sites suck, and there is no easy find for customers. Responsive design is not enough, you have to help people discover what’s coming next. People prefer to watch a video than a how-to manual.

You can’t SEO your web site into YouTube. Brands cannot compete in the old ways on third party sites that are not Google. That means the zero moment of truth is not owned with customers.

Awareness, zero moment of truth, consideration to purchase, experience, and shared experience is today’s customer cycle. A pivot has occurred that let’s customers don’t need to pay attention to marketing anymore. What your business needs is less strategists and experts, and more conductors who bring people together. Relationships are the currency of the social web.

Ben Grossman on Social Media Practices from Big Brands

Does it ever feel like the big brands are the only ones winning the social media war? Or do you feel like the promise of social media as earned media is dead? That’s not the case, says Ben Grossman, who is a senior strategist at Jack Morton Worldwide.

According to Nielsen, 92 percent of consumers trust recommendations from family and friends. Seventy percent of consumers trust the opinions of online strangers they’ve never met! And since 2007, earned media has become 18 percent more trusted than paid advertising. It’s called the attention economy – consumers ignore paid ads, because they’re constantly surrounded by other messages.

This is why social media matters – because your business can compete, no matter the size. But people are tired of brands that just talk. You’ve got to walk the walk. Social is where rubber meets the road. It’s where your brand lives as a verb.

B2B is becoming “boring to business.” Instead, think of it as B2E – brand to everyone. Social media is especially important at the attract and delight stages of marketing. So when you’re trying to grow your social media audiences, remember that acquisition actually requires action.

Social media isn’t about one-offs. When it comes to building an audience, you need campaigns, and movements. The power of audience insight is huge – it’s not about a connection with your product, it’s about a connection with your customer. So community first, business second on social media. Be sure that you know and understand the audiences on your platforms. And be on the way, not in the way on social. Don’t block users from content – be the purveyor.

Kathy Sierra on “Bad Ass” Awesomeness

The bar is really low for user bad ass awesome as opposed to app awesome, said Kathy Sierra. Companies need to focus on the user experience, what are they able to do, and how will it make them better. Instead they-over focus on function. Go for user awesome, and an incredible outcome. Make people better at something because that creates desirability.

Point of view is worth a ton of money or many VC investments. There is no pseudo bad ass POV. Develop a bad ass POV and really put yourself in the mind of the customer, and what they want to be great at. That’s the meaningful context. Make something that people love.

With content give people perceptive knowledge, enough to make them look awesome. Actual declarative knowledge is a much higher bar to achieve. This is the purpose of great content.

Emily Olson on the Art of Telling Someone Else’s Story

A passionate foodie and entrepreneur, Emily Olson has experience observing brands who tell stories that aren’t about themselves, and partakes in the same strategy when it comes to her new site, Foodzie. She says to stop telling the word about your features, and start talking about how it actually connects.

Frankly, people suck at telling their own stories. As humans, we want to be heard, validated, and feel like we matter. So look for “the story” everywhere. Find the people in the middle, invest in visuals, and pick a timely story to resonate. Give to get – it’s simple.

Ramon DeLeon on Engaging the World and Building Your Brand One Conversation at a Time

An inspiring story, Ramon was 19 years old when he started working for Domino’s as a pizza delivery driver. Through his work ethic and desire to help change the business, Ramon now represents Domino’s as a social media leader and speaker. His tips for success were simple yet refreshing: show up early with the desire to make a difference. Also, don’t be lazy! Work is hard, but that’s what will make you successful. Success only hits a moving target.

But hey, sometimes we can’t do it alone. So in business and friendship, it’s okay to go to battle with a wingman. Advertising is the cost of being boring, and social media is about people, not technology. The more we forget these principles, the more we will fail. Create your own caffeine! Work, play and create with the passion of a child.

BOLD TALKS

Jennifer Leggio on Asking for What You Want

Woes and wins of demanding your worth, said Jennifer Leggio. Be confident, leap tall piles of objections, and tenaciously pursue what you are worth.

When you ask, you may not get what you want. Sometimes the path is uncertain, and you have to take steps before a decision. Uncertainty is not negativity. You may get a no. But if you don’t ask, if you don’t push, you may get rolled over.

Steve Rubel on Sponsored Content

Ethics are a huge part of content marketing, native advertising that needs to be discussed, said Steve Rubel. In the last couple of years that has changed. Pieces that are written by brand or sponsored by brands are ending up in the editorial stream.

A storm of disruption is occurring in sponsored content. Demand for niche content drives it. The mass media model is gone, and free content is widely accessible. Now marketers are adapting the converged media model (as developed by Altimeter Group).

You must clearly delineate that your content is sponsored, no small lettering.

You have to write sponsored content like a journalist and provide feedback mechanisms. There is no compromise. No exchange of good. Pay to play. Media buyers should not interfere with writers.

Jessica Gioglio on Blogging

You have to put yourself out there if you are going to blog, said Jessica Gioglio. Focus on the opportunity to have fun, to be creative.

Personal blogging gives you a sense of perspective. It gives you a sense of what it likes to be pitched. You learn to understand your audience. If you can be personal and interesting you can make a better pitch. Benefit of the role reversal.

Jessica is social media manager for Dunkin Donuts.

Beth Dunn on Becoming a Writing God

I have my deities, my writing Gods that I admire and aspire to be more like, said Beth Dunn. Each of these writers has advice for people like you and me, and it is always has a comment theme.

Writing is the currency on the social web. Good writing – words – are a must online. Companies will pay for great work.

Writers must practice, but we need more specific information. Write every day, even if it is bad. Poet athletes deliver a poem every day in the proverbial envelope. Jerry Seinfeld writes every day. He writes a joke every day. Lower your standards, write like crap, but write everyday.

Missed day one’s recap? Click here for #Inbound13′s best ideas.

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