It can be easy to get caught up in daily tasks and forget about the bigger picture. At Banyan, we’re focused on leveraging social trends, influencers, and word-of-mouth for our clients, creating prime opportunities to get the right feeling across. Save supporting facts, positive anecdotes, and great shout-outs and share them whenever possible with your clients.
Return on investment was a major theme throughout the conference, particularly during Rubin’s speech, “Return on Relationships.” Clients want to see ROI, and agencies should make this their goal. However, if marketers overlook engagement and loyalty as metrics of success, they miss the long-term effects of developing repeat customers. For example, marketers should track sales over time, brand sentiment and the ongoing conversation around their brand. Relationships are the currency that keeps paying off.
Social TV is here to stay. Marketers in the entertainment field need to engage with viewers on multiple platforms – or someone else will. With tools like TV Everywhere popping up, marketers are expanding beyond household demographic information and honing in on individual users, learning who is consuming what and on what kind of device.
Marketers have a responsibility to prove blogs’ value to companies and to offer a collaborative content development strategy. Q&A templates can extract key insights from thought leaders, which a content manager then crafts into a SEO-optimized post.
An email unsubscribe page isn’t necessarily a setback – it can be an opportunity to connect in a different way with customers. Just because a customer doesn’t want to receive a company’s emails, it doesn’t necessarily mean she wants to end the relationship. Highlight your social campaigns, contests, or giveaways on the unsubscribe page to provide other avenues for connecting with your company.
Happiness, Huh noted, comes the same way it did years ago – through friendships and shared experiences. Social succeeds when it facilitates connections, relationships, and experiences. There’s nothing like a campaign with an in-person element to drive online buzz.
Like gold, content is conductive, malleable and is a long-term investment. High-quality content has a long-lasting evergreen value that can consistently help your search rankings and serve your customers over time. Content’s characteristics should match customer phases to be the most effective, Sparkman said. The awareness phase calls for compelling content that inspires, while the consideration phase necessitates authoritative content that informs a customer. The decision phase requires influential content such as case studies and testimonials while the final phase of advocate allows for more opportunities to show off your brand.
This is an important reminder about the incredible power of word-of-mouth marketing. It’s essential to follow the key phases of social: listen, participate, engage, and respond.
Transcript of "MarketMix 2012 Banyan Branch"
MarketMix 2012:Return on Relationships, Happiness with Ben Huh & MorePresented By:Andrea Hofer, Sr. Community ManagerAmy Rainey, Account Manager 4/3/2012 1 Confidential
MarketMix 2012 was held March 20 at BellHarbor Conference Center in Seattle.Here are some of the key takeaways andgreat quotes: 4/3/2012 2 Confidential
“CEOs talk ROI but decidebudgets on a feeling.Social media is aboutfeeling.”– Ted Rubin of Collective Bias 4/3/2012 3 Confidential
“Social media drivesengagement; engagementdrives loyalty; loyaltycorrelates directly toincreased sales.”– Ted Rubin of Collective Bias 4/3/2012 4 Confidential
“80% of people watching TVare mobile multi-tasking:email, text, talk, or socialnetworking. 15% are usingphones the entire time theyare watching TV.”– “New Ways of Looking at TV” breakout session 4/3/2012 5 Confidential
“57% of companies haveacquired customersthrough a blog.”– Andy Boyer of Relaborate 4/3/2012 6 Confidential
“Make sure you have yoursocial properties and socialcampaigns on clients‟ emailunsubscribe page.”– Laura Ashley of TailoredMail 4/3/2012 7 Confidential
“The Internet has createdmore drive for people toconnect in real life, notless. Like at conferences,like this one.”– Ben Huh of Cheezburger 4/3/2012 8 Confidential
“It‟s time to change thedialogue from „content isking.‟ Content is like gold.”– Russell Sparkman of Fusion Spark Media 4/3/2012 9 Confidential
“Your brand is what yourcustomer says yourbrand is.”– Rod Brooks of PEMCO Insurance 4/3/2012 10 Confidential
MarketMix 2012:Return on Relationships, Happiness with Ben Huh & MorePresented By:Andrea Hofer, Sr. Community ManagerAmy Rainey, Account Manager 4/3/2012 11 Confidential
Connect withBanyan Branch Social Media AgencyWebsite: www.BanyanBranch.comBlog: www.BanyanBranch.com/Social-BlogFacebook: www.facebook.com/BanyanBranchTwitter: @BanyanBranchPhone: 1.206.971.0010 4/3/2012 12 Confidential
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