As part of Proscape's collaboration with Incite Marketing and Communication on the mobile app for their Incite Summit: West event, we had the pleasure to moderate a live twitter feed that displays real-time on a page in the app (and displayed prominently at the event site. By handpicking some of the most revealing tweets (and adding some direct quotes), we are able to provide a summary of many highlights from this event. The quality of panel members at the event was outstanding and most of these quotes are pure gold for marketers looking to gain an edge for their business. Incite Summit is an event where CMOs and senior brand leaders gather to talk about their central challenges so they can succeed in an ever-evolving, fast-paced industry that is dominated by technology and controlled by the customer. Each talk avoids Power Point slides and just focus on meaningful discussion, so you never know just where the dialogue will go. This creates some very "tweatable" moments.

1. 13-14 May 2014
Summary Told Through
Quotes and Tweets

2. 21st Century CMO’s will be
customer-hugging data geeks
with a flare for delivering
dynamite experiences
- Mary Gilbert
http://www.kinanda.net

3. Customer Centricity in Action: Use
Proximity to your Customer to Deliver
More Effective Marketing
John Graham, Align Technology, CMO,
@dfrankland
Bob Stohrer, Yahoo, SVP Brand Creative, @yahoo
Jonathan Becher, SAP, CMO, @jbecher

6. Yahoo's customer care now lives
within the marketing department
b/c there's so much cross-over
Bob Stohrer: Yahoo's mission is to
make the world's daily habits
inspiring and entertaining
Marketing has to glue all the
fragmented pieces of a
company together for the
customer. Is marketing the new
silo buster?

7. 75% of product ideas are coming
from crowd sourcing.
@jbecher: Thinking about the
customer as a community
member, parent, sibling, etc.
helps put the customer journey
into perspective
"The funnel is too focused on a
single transaction." Focus on the
experience & building the
relationship. @jbecher

8. Turn Your Brand into a Publishing
Powerhouse
Ben Huh, Cheezburger, Founder and CEO,
@benhuh
Jonathatn Anastas, Activision, Global Head of
Digital @janastas
Alan Elias, Wells Fargo, SVP Communications,
@alaneliaswf
Jeff Greenler, Monster, VP Global Brand
Marketing, @jgreenler
Adam Weinroth, Onespot, CMO, @aweinroth

12. Increase engagement by re-
purposing content and giving the
audience the chance to put their
own print on it is key @benhuh
Stop dissing Millenials! What
makes them different makes
them better. (Paraphrased)
@benhuh
The ROI of content is getting
better @benhuh

13. Experiential marketing creates
unskippable content...events 4
thousands become events 4
millions. @Janastas
Brands can create the framework
of content and then their users
can push it out and make it their
own
Experiential marketing IS content,
treat it that way

14. We treat content creators the
way we used to treat the
professional press. @janastas
@Janastas - repetition is key... use
the same message w/ slightly
different wording over and over
to reach the customer
Think about the audience first
and work backwards from there-
who are they? how can we
reach them? THEN think about
content.

15. The Evolving Role of the Chief
Marketing Officer
Ivan Wicksteed, Old Navy, CMO, @ivanwicksteed

17. 70% of @OldNavy 's shopping
experiences start on mobile -
@ivanwicksteed
Amen @ivanwicksteed: The best
marketing opportunities are with
brands that have a heart or stand
for something.
Most important quality for anyone
on @OldNavy CMO
@ivanwicksteed's team: Curiosity

18. @ivanwicksteed reiterates that
engaging employees as
advocates of the brand is a huge
opportunity.
Experiences and events are
where the shareable content
comes from - @ivanwicksteed
Brands are building in house
creative studios now -
@ivanwicksteed

19. Use Multi-Channel Marketing to Cut
Through to the Customer
Heather Oldani, McDonald’s, Head of US
Communications
Loren Simon, Walmart.com, Senior Director of
Online Marketing
Steven Center, Honda, VP Environmental Business
Dev

22. If you're a brand that has an
offline presence, it's imperative
that the experience offline is as
great as online - @McDonalds
@Walmart: we would have been
better off focusing on digital and
making our site better years ago
for customer service purposes
Don't just use a channel because
it's there, make sure it serves a
purpose and can be used well
before trying it

23. @Heather04: Segmentation goes
beyond moms, dads, millennials.
It's far more granular and
channel-specific.
Steve center from honda says
when user opts out of emails they
are basically saying drop dead
Robust segmentation of Honda's
30 million customer database =
#secretsauce. They know when
you're ready to buy a car.

24. Build a "High Def" Picture of your
Customer
Adriana Llames Kogelis, Sears, VP Digital Media
Marketing, @adrianallames
Ann Semeraro, Ask.com, Sr. Director, Consumer
and Market Insight, @annsemararo
Dr. Greenstein, InvetioBrains, Founder/Chief
Innovation Officer, @DRG

26. A leading brand is clear about
who they are and why they exist.
There must be a clear value
proposition - @annsemeraro
If you're occupied with who owns
the customers, no one is actually
paying attention to them- so get
over it! @annsemeraro
Middle ground: consider a
synthesis of qualitative and quant
data for the insight Aha!

27. Having researchers visualize data
about customers helps other
members of the cross-functional
team extract insights - @drg
Get different business teams
together in a room and have
them create their vision of the
customer to get on the same
page

28. Learn Fast, Act Fast
Heather Hopkins Freeland, Facebook, Head of
Global Marketing and Communications,
@hhfreeland
Rajesh Parekh, Groupon, Head of Data Science,
@groupon

31. Facebook's Head of Mktg
@hhfreeland "loves to geek out on
real-time data to find real-time
stories.
We're in a world where brand
marketers are shifting to a
performance-based marketing
strategy - @hhfreeland
We work in open environments and
our teams are small and cross-
functional to allow us to act fast
and agile @Facebook

32. Building Truly Unique and Engaging
Customer Experiences
Cammie Dunaway, Kidzania, CMO, Kidzania,
@cwd8
Arra Yarganian, One Medical Group, CMO,
@tonkazona

35. @cwd8 makes a great point that
owning mistakes and making
them right for customers can be a
creator of long term brand loyalty
Cammie Dunaway "it's a great
time to be a marketer - even
small companies can achieve
great things”
Consumers want to know the
people behind the brand-
"human to human" is imperative
in marketing @cwd8

36. It's important to listen and look for
opportunities to exceed
expectations- that's what creates
loyalty @cwd8
@tonkazona: Great brands are
transformative. They find a way to
make consumers be their
advocates.
Marketers: “Talk to the engineers”
and the other functions in your
business to build truly engaging cust
experiences - @cwd8

37. EVERYEONE must carve out time
in their schedule to personally
interact w/ customers- no matter
what your title @cwd8
Brilliant marketing can't
overcome a crappy product.
Marketers must be involved in
crafting the prod/srvce
experience

38. Shift from Campaigns to Engaging
Stories
Michael Lacorazza, Wells Fargo, SVP Brand &
Advertising, @lacorazzam
Dan Kimball, ThisMoment, CMO, @dmkimball05
Jeff Greenler, Monster, VP Global Brand
Marketing, @jgreenler

41. Dan Kimball says have clients tell
the stories to engage. Everybody
wants recognition, right?
Employees can be great brand
ambassadors. If you create an
environment they want to be in,
they'll let the world know
Storytelling is a delicate balance
with risk and trusting your users
and employees to make smart
decisions @lacorazzam

42. User generated content is a chief
focal discussion point in modern
marketing and storytelling
Fun fact: The monster of
@monster has a trumpet-styled
nose to represent the company's
"trumpet your job opportunities"
mantra
What % of #InciteSummit
attendees feel brands should shift
from campaigns 2 stories? 100%!

43. Collaborate Better: Present a
Seamless Experience for the
Customer
Rob Wait, HP, VP Marketing, @hp
Deb Escher, Digital Marketing Web Strategy and
eCommerce, @debesher
Edwin Lee, MediaMath, VP Client Expansion,
@mediamath

46. To encourage a culture of
innovation you have to embrace
a culture where it is OK to fail
@DebEscher @Tmobile
You must carve out time to think
strategically about innovation- it
won't just come to you in the 5
mins you have between mtgs
Re: How you want to portray your
brand, @DebEscher says "Have a
point of view and be consistent
with it”

47. To breakdown internal silos: get
executives on board, change
everyone's to-do list, and read
from the same road map
Everyone has a different
roadmap for the customer
experience- make sure you're all
reading the same directions -
@RobWait

48. Day 1: Twitter Wordcloud

49. Day 2: Twitter Wordcloud

50. Search for #incitesummit
on twitter for more than
500 additional tweets
about this event