A big thank you to Justin Levy, Chris Brogan and the New Marketing Labs team for putting together a wonderful event, the Inbound Marketing Summit at the home of the New England Patriots, Gillette Stadium, in Foxboro, Massachusetts this past week.
Like any good conference, sometimes I was paying attention to the speakers. Sometimes I was networking in the back. The networking was invaluable and I was so pleased to have an opportunity to meet so many heavy-hitter bloggers, inbound marketing book authors and other highly notable marketers like Dharmesh Shah, Amber Naslund, C.C. Chapman, Ann Handley, David Meerman Scott, Scott Stratten, John Jantsch and many others. I’ve already read most of their books and encourage you to do so as well.
One quick shout-out of appreciation to Tonya Cannariato for providing an interesting conversation and generous ride back to Logan airport after the conference ended.
Instead of simply rehashing the talks, I thought it might be interesting to memorialize what I was thinking in the moment. Luckily, I live-tweeted. A lot. Over 200 times in 2 days.
So, with a major hat-tip to David Meerman Scott who has a book coming out later this year entitled “Real Time Marketing & PR“, here is a part of my real-time record of the event.
On the first day (there were two) I completely underestimated the traffic and arrived late, so I missed the first couple of speakers. These are simply the talks that I tweeted during.
Real-Time Marketing and PR – David Meerman Scott
Main takeaway: Scott has shifted from focusing on content marketing, which was a huge theme of the entire conference, to “real-time” marketing. I look forward to his upcoming book on the topic (link above).
- RT @cc_chapman: “Social media is the tools. Realtime is the mindset. ” – @dmscott #ims10
- Didn’t realize #IMS10 was this big. Hundreds here. Great to see the interest in inbound marketing.
Experiential Marketing: From Live to the Web and Back Again – Tim Hayden
Main takeaway: Mobile is huge and as a marketer you need to pay attention. Drive online to offline and vice versa.
- 90% of word-of-mouth takes place *offline* #ims10
- 3 social touchpoints – live, mobile, online. – Tim Hayden #ims10
- Forrester: 1 of 4 Americans under 44 uses a smartphone. #ims10
- Tim Hayden – Dammit, that Flash sure was sexy a couple years ago (comment on mobile website experiences.) #ims10
What You’re Missing By Measuring Social Media Online – Tom Webster
Main takeaway: Social media ROI is still hard to figure out, but there are ways.
- 39 million check social networks more than once per day – was only 18 million in 2009 – @webby2001 #ims10
- Nearly 30% of tweets actually *do* get a response. Compare that to cold calling or direct mail. @webby2001 #ims10
- From @webby2001 If you only measure the effect of response on twitter/FB, you’re only measuring if you’re good at twitter/FB. #ims10
- The funnel’s not dead, but people enter it at all different points now – not just at the top. @webby2001 #ims10
- Ask about social media use in marketing surveys. Measure before, during and after. – @webby2001 #ims10
Social Media Marketing For the Rest of Us – Gail Goodman
Main takeaway: Don’t treat social media as a broadcast system. It’s for real conversations with real people. It’s intimate marketing and it takes time.
- You can engage in inbound marketing efforts at your own pace. The more you do the faster it will grow. – Gail Goodman #ims10
- Social media marketing is not instantaneous – @gail_goodman @ims10
- Use social media to have real, intimate conversations with your customers. Small scale promos work. @gail_goodman #ims10
- You are far better off with a small, engaged audience than a large, casual following – @gail_goodman #ims10 (YES!)
If I Started Now – Chris Brogan
Main takeaway: Build your list. Treat it like gold.
- RT @melissaleon: RT @Ilana221: What wins in marketing is story, not advertising. Be useful. @chrisbrogan at #ims10
- Why do companies try to push a new product on Facebook over engaging with mega-fans of existing products? @ChrisBrogan #ims10
- You live or die by your database. If you have no list, you have nothing. – @ChrisBrogan #ims10
- Daily Candy sold for $125 million for its list. The list is critical. @ChrisBrogan #ims10
- Send human emails. Don’t sell every time you send an email. @ChrisBrogan #ims10
Main takeaway: As always, a CMS is not an optional element. Choosing the right CMS is key.
- RT @CassieAtESM: Can your CMS handle user-generated content – comments, outside blogs, etc… #ims10
- RT @adempsterbh: RT @CassieAtESM: Ownership of CMS shifting from IT to Marketing. #ims10
- RT @AdamHoldenBache: When you upgrade your website and migrate content, think about how you move your house. Don’t pack the junk. #IMS10
Main takeaway: Halligan and Scott recently co-authored a book with this same title. Looks like fun. I should pick it up.
- RT @giceo: Create lots of content…make it free and use it to pull customers – @bhalligan #ims10
- Loosen up your brand. Relax. Have some fun. @dmscott #ims10
Email 2.0: The Social Inbox – Greg Cangialosi
Main takeaway: If anything, good email marketing has only become more important.
- Email allows you to carry conversations across channels. @gregcangialosi #ims10
- How do you get the people in your social networks onto your email lists? @gregcangialosi #ims10
- Good email marketing can help you target influencers. Data is available. @gregcangialosi #ims10
- Wednesday is the best day to send an email promo. @gregcangialosi @ims10
- Key for email marketing – make “share-worthy” content – @gregcangialosi #ims10
Everyone Is Wrong About Influence (Except Your Customers) – Valeria Maltoni
Main takeaway: Content marketing works.
- We’re all wrong about influencers says @conversationagent #ims10
- Let’s vomit press releases to Twitter! @conversationagent #ims10
- Content as a resource makes your company an authority #IMS10
- RT @tommy2983: RT @14str8: RT @wendyroberts617: Zappos sells up to 30% more shoes if they show a video instead of a photo – Wow! #IMS10
Un-Marketing – Scott Stratten
Main takeaway: Stratten is a phenomenal and extremely funny speaker. He woke everyone in the room up and this was my favorite talk of the entire conference. The second his talk was over I ordered his book. Also, he made so many great points that I had trouble reducing the following list of tweets.
- Social media needs your time, energy, information to work. @unmarketing #ims10
- Ten years ago we called social media “talking”. @unmarketing #ims10
- What’s the ROI of social? What’s the ROI of talking to somebody? @unmarketing #ims10
- Why do we keep doing the kind of marketing we know everybody hates? @unmarketing #ims10
- If you suck, you suck harder in Twitter. Social media amplifies. @unmarketing #ims10
- Social media is not a fad. It’s not a religion. @unmarketing #ims10
- Marketing is not a task or department or function or action item. It’s every engagement with your market. @unmarketing #ims10
- Relationships = business. Act that way. @unmarketing #ims10
- People do biz with people they know, like and trust. @unmarketing #ims10
- Best SEO tip – write great friggin’ content. @unmarketing http://ow.ly/2PER2 #ims10
- RT @JennBub: RT @decli: #IMS10 We try to piss off the the old clients, and court new ones. How do you treat your customers? @unmarketing
- Better to blog once a week or month with something great than 3 times per week with “meh” – @unmarketing #ims10
- Don’t put anything on Twitter you wouldn’t put on a billboard with all your contact info. @unmarketing #ims10
- Customer service is now done in public. That justifies a social media spend. @unmarketing #ims10
Lead Conversion: 6 Steps to Plug a Leaky Inefficient Marketing & Sales Funnel – Colin Daymude
Main takeaway: The traditional sales process has changed. Stop with the hard sell. Nurture.
- The funnel is upside down. You don’t ask somebody to marry you on the first date. @infusionsoft #ims10
- Most people are visual. This is why video works so well online. #ims10
- Technology has made us all into commodities. @infusionsoft #ims10
- In marketing, initiate a relationship. Goal is to get to second date. Educate. @infusionsoft #ims10
- Need to overcome buyer’s remorse. @infusionsoft #ims10
Battlefield PR- How the U.S. Air Force Empowers Communicators – Captain Nathan Broshear
Main takeaway: The US armed forces are doing a better job with social media and PR than I had previously thought. If you allow your people to speak to customers on the phone, why do you not let them participate in social media?
- The people doing the best communicating are not the PR flaks. Cpt. Broshear – US Air Force #ims10
- “If you can’t tell your message in 140 characters, you don’t know what you’re talking about.” – Cpt. Nathan Broshear, US Air Force #ims10
- RT @dmscott: #IMS10 @usairforce “If you trust an 18 year old airman with a $250 million plane, you can trust them on Facebook.”
The Science of Search Engine Rankings – Rand Fishkin
Main takeaway: I was pretty surprised that Fishkin has found almost no change in search behavior due to Google Instant. Diverse link building is absolutely critical to strong SEO.
- If your domain name exactly matches a keyword phrase, that has a very high correlation to showing up at the top of search @randfish #ims10
- From @randfish – on-page SEO efforts have only minor impact overall @randfish #ims10
- Better to get 100 links from 100 websites than 1000 links from 1 website. #seo @randfish #ims10
- No dramatic change in searching due to Google Instant according to @randfish #ims10
- RT @randfish: Want social traffic? Digg is done. Stumbleupon is better. Twitter’s even better. (via @dharmesh) #ims10
Main takeaway: More validation of the power of inbound marketing to produce great results.
- RT @JennBub: Mike Damphouse: engage people who engage others, referrals may come from people who never buy from you #ims10
- Good inbound marketing converts “cold” calling into “warm” calling. Inbound *enables* good outbound. #ims10
- “Customer service is the new black” – @chrisbrogan in early 2008. Has CS gotten better generally since then? #ims10
Late Night Comedy meets Corporate Social Media – Tim Washer
Main takeaway: I need to be funnier. We all do.
- The corporate world can definitely use more humor. #ims10
- Humor humanizes the brand, evokes positive emotion, breaks through. @timwasher #ims10
- Story trumps messaging. Beware the committee. @timwasher #ims10
Social Media Metrics You Probably Aren’t Measuring But Should Be – Nichole Kelly
Main takeaway: You can measure the fact that your best customers correlate with the ones engaging with you through social media.
- Customers who engage in social networks both convert and retain better @Nichole_Kelly #ims10
- Baltimore representing at #IMS10 – @abstractedge @Nichole_Kelly @blueskyfactory Others?
Competitive Intelligence: Tips To Gain Insights From Others – Dharmesh Shah
Main takeaway: Digg is dead? Wow, they *really* screwed up. Also, it’s important to get everybody in the company involved in blogging and social media. Don’t keep it in a silo.
- If your content stinks, you’re screwed – @Dharmesh #ims10
- Empathy is the most important marketing tool – @Dharmesh #ims10
- Transparency good. Secrecy bad. – Hulk version of @dharmesh #ims10
- Digg is dead – @Dharmesh #ims10
- RT @martinlieberman: Reports @dharmesh: At HubSpot, everyone in the company has to write a blog post at some point. Everyone. #IMS10
Social Media’s Second Act – C.C. Chapman
Main takeaway: C.C. suggested that agencies should educate clients on inbound marketing because nobody can write about a company as well as the people inside the company. But what do you do when a client doesn’t have the time or resources to do it internally? What if that’s exactly the reason they want to work with an agency?
- #smt #ims10 @cc_chapman Social media is about conversations, cliche or not
- #smt #ims10 @cc_chapman The agency’s job is to educate clients to do this stuff themselves. [but they often don’t want to do it themselves]
The Real Business of Community – Amber Naslund
Main takeaway: Every company of significance will have a “community manager” soon enough, though they might not be called that. After all, didn’t a “community organizer” just become the President of the United States?
- #ims10 @AmberCadabra If you are a marketer it’s actually important to know how to write.
- RT @vimrich: @AmberCadabra spend 75% of time cultivating the people already IN your community – they will help you expand out #IMS10
As mentioned earlier, I actually tweeted more than 200 times during the conference. The tweets listed above are merely the highlights. To see more from the conference, and to discuss inbound marketing in real time, follow me on Twitter.