Our social team, comprised of Stacey Miller and Geoff Livingston, are live at #INBOUND13 this week bringing you all the marketing tidbits you may have missed if you didn’t attend the conference; or like us, were so totally overwhelmed by information that you had to write it down and revisit it again.
Here are their favorite takeaways thus far from Inbound – for more, follow @vocus on Twitter and stay tuned to the blog for coverage of days 2 and 3:
Seth Godin on the Digital Revolution
Seth Godin opened INBOUND13 with a discussion on the current state of the Internet revolution. He focused on how people can do things with marketing tools as opposed to what they can make. Most companies are trying to turn the Internet into a big free ad for mass products.
Mass marketing created a vehicle to seek as much product as possible. But mass marketing has been rendered ineffective by the Internet, which allows people, to circumnavigate mass approaches. Now people don’t have to listen if they don’t want to.
You cannot buy your way into share of voice, Seth said. Buying attention doesn’t work. In the last eight years weird has become normal, making mass normal approaches even more ineffective. People are quite good at being unique, and yet connect.
Your email list is the most important thing you own, Seth said. Why would you spam it to make a goal on the last day of the quarter?
Marketing is all about coordination, trust, permission and an exchange of ideas. Generosity is about giving, and that makes people want to work with you. Art makes you stand out, special and unique with a point of view. Combined these elements make a brand special and stand out. That is how you gain connection.
Marketers need to think deeply about smartphone work versus substantive work. A great tweet means little if we have nothing to tweet about. Taking time to do more than the three minutes we give ourselves on tasks is necessary.
Elizabeth Dunn Applies Happy Money to Marketing
Happiness comes from experiences and not possessions after the $75k income threshold, says Elizabeth Dunn, co-author of Happy Money. Research indicates that experiences are unique and that inoculates us from buyers remorse. People are better liked when they talk about experiences as opposed to their material possessions.
People can share an experience, and they can’t do that with possessions. That provides social value. For example, consider the Tough Mudder phenomena. You have to work together. The key to a great experience is something that is memorable, unique and social. Brand should position to the experience.
Abundance is the antithesis to appreciation. A BMW is special only when the owner takes the time for a pleasure ride. The experience is unique. BMW owners do not appreciate their cars anymore than Ford Focus owners during commutes, says research.
Scarcity helps you appreciate something. A TV program during a commercial break, limited time offer sandwiches, and breaks during a massage were all used as examples. Long term relationships work better when you add novelty such as a romantic weekend, or other exciting activities. A better experience happens because it is memorable and unique. It’s a treat.
People experience an innate joy when they give to others. This should be harnessed for biz. Employee giving and cause marketing programs create great experiences for customers. Find ways for people to share and give to each other easily, and you can build a great experience.
Christopher Penn’s Awaken Your Inner Superhero
Awaken your inner superhero. Read minds on social networks, change reality with a blog, and remember everything thanks to the digital knowledge. We need to be superheroes because the world is monstrous, said Christopher S. Penn. There’s a need for new solutions. Check out Ushahidi as an example.
Kipp Bodnar on Context Marketing
If we only have eight seconds to get someone’s attention, then why do we fail to take context into our marketing? Context marketing is not a feature, it is a mindset, said Kipp Bodnar.
Most companies want friends, but they really don’t want to know us. They don’t respect us. We need to respect people’s interests and needs and permission.
Context marketing is how you think about your market. It is cross channel outreach, and revolves around different types of personas. Personalization by demographic type is built across all channels, web, blog, email and mobile.
Part of context is understanding everything people have done with the brand. Remember their interactions, how they have changed, and the information associated with it. Context marketing requires marketers to focus on people, not tactics. In contextual marketing, you think about the customer, the user first.
Jason Keath on Marketing Inspiration
The word “inspiration” comes from the original meaning, “to inhale” or “to breathe in.” Social Fresh’s Jason Keath asks the question – when is the last time you did this? Today, we treat creativity as a sort of magic, but we really shouldn’t.
There are three fundamental elements of creativity that we as marketers should adhere to: freedom (do as you please), scale (can it work in a variety of different settings, including growth) and function (does it really work?). To get inspiration and come up with better ideas, you need freedom – because big ideas do not grow in small places.
A quote by Albert Einstein provokes the next part of the conversation: “If at first the idea is not absurd, then there is no hope for it.” As stated earlier, ideas require scale in order to be feasible.
The other piece of the puzzle? Not just one idea. You need to generate as many ideas as possible. Are you scared of generating too many ideas, or failing?
“It’s totally fine to fail, you just have to fail fast,” in the words of Marissa Mayer. Without many creative ideas and failures, the world would not be where it is today. So where do you find and generate these grand ideas? Ideas happen when expertise brushes against life experience. When’s the last time you had an “ah ha” moment?
Mitch Joel on Rebuilding your Business Model
Carefully think about this question, and then answer it: could the internet have been a fad? At one point, people thought so, says Mitch Joel of Twist Image. Before you think about social or mobile as a fad, let’s consider a few things. The new world is the one-screen world. Forget multi-screen, third-screen, etc. The only screen that matters is the one that is in front of you! They’re not just phones, they are the remote controls of our lives.
Do you think that your brand will make it across the finish line? The writing is on the wall, and it’s bloody. We’re living in a post-PC world. Over 30% of traffic to websites is coming from mobile – and that’s astounding.
Will you be a brilliant innovator in this world? Brilliant innovators can capitalize and monetize. They can also take an idea and constantly innovate and motivate – remember this. Mobile? It’s not a bubble. These are foundational movements.
How will you innovate within mobile? Don’t just push the same crap out to people on the same channels.
Nancy Duarte on Presenting Visual Stories that Resonate with Audiences
Let’s think of a different way to communicate with our audience. Nancy Duarte’s recommendation? Use symbols and stories to create a movement. As communicators, we want people to jump up and follow us, but we also want to resonate with them. As humans, we physically react to stories. Our heart rate changes, our eyes dilate, we get chills down our spine. Do you do this as a marketer?
Here’s where to start: make sure every piece of persuasive communication has the three part structure of a beginning, middle and an end. Also, is there a turning point in your story? Remember that you as the communicator are not the hero. Your audience is the hero, and your audience has control. Really great communication establishes “what is.” And people remember the last thing – always. So make sure that the last thing that you say is amazing.
Want even more #INBOUND13? Check out our photo coverage of the event on Facebook.