Lessons Learned For Today and the FutureM

Last week, I had a great opportunity to mix and mingle with marketers as we navigated through the world of technology. Digital media will always be about bridging the gap between the real world and the virtual world, while contributing to the overall ROI, and making a true connection with the audience.

The forces came together to kick off the FutureM week of events at the Harvard Faculty Club with the Gravity Summit. It was located at the Harvard campus where the social media platform Facebook was born. The event broke new ground bringing a great group of speakers and attendees from across the country. People showcased their marketing stories using social media showing how big brands have made a few “Friends” and “Followers” along the way. Executives that contributed were from Bing, Mr. Youth, former CNN reporter Rick Sanchez, Audi, CFO of Hootsuite and others. I listened and tweeted away with new tips to share. Here is a link to a list of presentations that might be useful for you.

Respect, Recognition and Reward!

At the Gravity Summit, speaker Doug Clark, GM of Social Media and Customer Engagement for Audi, provided some solid advice to marketers. He shared a story of a woman that was a fan of the Audi TT Quattro sports car. Women are a great demographic for the brand. They made one woman’s wish come true with a car! Doug and his team followed the story of one special lady and listened to her interests and desire to drive the car. The company decided to drive to her door with the Quattro for her to take it for a spin! This is one great example using social media. Audi listened to its influencers and took the right action to create the right opportunity. As Greg Shove, CEO of Halogen Media shared also at the Summit, “Find the most interesting person, or activity that can take on a life of its own on your behalf and watch it grow.”

Stop. Collaborate. Listen to Your Audience.

Matt Britton, CEO of Mr. Youth said, “Friends want to connect with other friends, collaborate and have control of their privacy.” Why is that concept so hard for some companies to understand that same notion online? It’s how we want to connect and relate to each other in the real world so why should communicating online be any different?

As Audi’s Doug Clark presented his approach and I provided my comments:

• Offer a seat at the table - Welcome your audience
• Open doors – Make it easy for one to engage without barriers
• Create a win/win – Make it something rewarding for both parties
• Recognize a need – Determine your customers needs or wants
• Be quick to respond – Learn to take action and be agile
• Learn from audience – Take action based on new insights
• Listen and engage – Keep your ears/eyes alert searching for comments
• See yourself through the eyes of the customer – Put yourself in their shoes
• Be honest and authentic – Say it from the heart, and always be true to yourself and your brand

The Theme at FutureM was MOBILE
“Hi, I’m Human. Remember That?”

"App-tizers" to Choose and Make Real Connections with Customers

It’s not just about calling a friend, but rather a connection to “reaching out and touch someone” with new tools and social media tactics. Yet, so often I keep seeing marketing professionals trying to fit in with the wrong approach. Good examples include QR codes and checking in with Foursquare to check-out. Some disruptive technologies and changes are good, but remember to listen and learn from the natural daily actions, behaviors and what people want.

Chris Mahl, Chief Brand Alchemist of Levelup and SCVNGR, spoke at FutureM’s event and suggested for marketers to recognize, “What are the noticeable behaviors, what does your audience respond to, and make sure to treat your customer as an individual.” People need people, convenience and value – not a quirky gimmick or a link that just drives you to a website with no proper direction. You need to make it personalized to drive impulse and purpose.

John Caron, SVP of Marketing for Modiv Media, noted when marketing mobile, or for marketing anything for that matter, you must remember, “Reach, relevance and recognition.” When creating or defining the attributes of you product and/or service, be sure to consider those three aspects as part of putting together the message. Listen to what your audience seeks and the unique connection to you or your business. Regardless of the new toys we have available to play with today and into tomorrow, we all have strong emotions and there is a difference in how we all want to be treated, recognized and valued as human beings.

Falling On Deaf Ears: Facebook and Google+ Battle It Out

Are Marketer’s @ the Mercy of More Social Media Mediums?

The introduction of Google + has forced Facebook to make some major changes. We will see if both can compete together, or who will eventually rise to the top. It certainly puts pressure on marketers to discover new ways to introduce new content. It’s good to expand one’s knowledge and reach, but not at the expense of the business will suffer or devote resources to the wrong channels. Businesses will be competing for attention of audiences on Facebook and Google+ as they navigate new waters. It’s not about following trends, but finding the RIGHT FIT for you and your audience. It’s about incorporating some fundamental best practices, but at the same time adding the human element to the experience.

“Curse you, Facebook! Just when I think I’ve figured out how to use the features on here, you go and change everything again…arrgghh.” – Comments by Keri Singer’s Facebook Friend

“At least give us the option of having the old feed. I HATE the new layout. Might be moving to Google+.” – Comments by Facebook profile Amanda Lee Brock.

Since its start, Facebook has been offering new options and they are having security issues around profiles. Today’s new launch includes different new options for your “News Feed” and last week was the “Subscribe” feature. As the service expands and competition arises, more companies need to be nimble. Facebook and Google + must constantly better examine their approach. They must give the right guidance to customers and attempt to be more authentic with their communications. Yet, we still find people getting annoyed with Facebook and distrust the changes with other social media services.

Similar to any personal relationship: It’s about listening, learning and building trust online with your audience. Otherwise, there is a chance people could leave you looking for something better.

Is Email A Thing of the Past For Teens? Not So Fast!

Some of us look forward to it and dread it. You would be surprised to find that teens actually embrace email. Perhaps it’s a special offer, a promotion to receive coupons, announcements, or daily information about news and trends.

Are they actually reading it?
For the most part, some of us forget why we signed up for certain email campaigns. Email is one promotional tool that provides the lifeblood of information to different digital channels. Time sensitive reports should be made known immediately through your social media channels and cross promote on your emails. However, is it the most effective medium to get your message across to teens? Email might be that one opportunity to get your message across to them during their busy day. It should be viewed as an intimate conversation with your customer. Social media is a place to share a conversation with your customers, friends, family and perhaps colleagues to gain feedback, interact, and stand up for your beliefs. As social media and mobile usage have become more apparent in our lives, Millennials and teens will appreciate your emails if you give them a reason to feel important in your communication style. Remember some teenagers don’t have access to text, smartphones, or permission to use certain websites or online services. Email can also be used to appeal to parents, teachers, or their peers to influence teens to take action.

Is Email A Thing of The Past For Teens?

One may think email would not be popular with teens because they have used more social media channels such as Facebook and Twitter to connect with brands. According to a recent report in Mediapost, “95% of Millennials who fan companies on Facebook also subscribe to commercial email. 95% who follow companies on Twitter subscribe to their email list.  While less than 2% of Millennials only engage companies through Facebook.”

Teens continue to request information via email and value its importance. Yet, no catchy sales gimmicks are going to go over well with this audience. You better be careful following strict permission-based tactics. No one likes surprises or SPAM in their inbox! “Millennial subscribers receive 7.4 permission-based email messages a day. 87% of 15-24-year-old consumers that use email sign up for permission-based email.”

Make sure teens are well informed about what they are subscribed to with your email campaigns. If possible, show an example of the type of mailing and make it easy to potentially unsubscribe with one click.

Be courteous to your audience who is giving you their personal contact information and don’t abuse that privilege by sending out too many mailings. Use email to promote specific announcements on sections of your site, personalize a message, or guide them to what’s happening on different social media channels. It’s important to ask your audience their thoughts to guide them to make comments to Facebook/Twitter, or direct them to address concerns with your customer service and/or marketing department. Respecting teenagers thoughts, opinions and creativity will in turn reward you with respect for your brand.