Dallas Digital Summit 2013 Day 2

Sessions starting at 8:30? that is early, but alright, let’s get day 2 going. Yesterday yielded a wealth of information from great speakers covering Social, Search and Email so we assume that today will be another full day of all things Digital. 

Panel: Multi-Channel Strategies

-Taking a old brand into the digital age is a mindset of pretending you are a start-up. It is very much about pretending you have to build the brand again. 

-You have to get away from old marketing/advertising and being so concerned about the look of advertisements and think about how you have to make “experiences”. 

-You have to get into the mindset of your consumer. Different messages for different folks. 

-We have to consider that everyone is mainly a consumer within 8 miles of their home. 

-IPhone users comprise 70% of all online spending. 

-Analytics will show you the way. It will show you the effectiveness of each channel. 

-Have very realistic expectations.

Online Views: Viral Success

-Typical video length is 3.5 min. but length does not matter. It is about conveying the message.

-Regardless of length most viewers drop out in the first 15% of a video. If you can hook past the first 15% then you usually have them for the duration. 

-Best in class companies usually do all video in-house. This may not be the case for you though. The plus for in-house though is that it is usually a much faster creation time. 

-A few tips for the DIY video creator is to turn your phone on it’s side, turn on all the lights in a room and also buy an external microphone. 

-If you go with a professional company, be up front about the deadline and also your budget. You should also try more than one company. Also, look at company demo reels.

-When distributing your video you can go with YouTube or Vimeo but paid networks can be better for analytical data as well as click to buy features. 

-In the future, people will spend more on Pre Roll placements as well as social video. 

-Less than 1% of videos go viral. 

-Video sharing is an intent to purchase.

-When predicting shareability you have to think about social motivation, i.e. why you would share it, utility, kudos, etc. and also psychological responses i.e., happiness, disgust, shocked, etc. 

-Five guidelines for creating highly shareable video content include:

Make it emotional

Forget cats and celebs

Promote your brand

Don’t over invest in content and under invest in distribution. 

User Interaction and Your Brand

-A brand is unique and ownable.

-A brand experience should illicit an emotion.

-A brand exeperience should make others want to join the community.

-Inspire people to desire your brand i.e., the new product.

-65% of shopping starts on a phone. Mobile becoming or already is the hub of the brand experience/interaction. Is there a way you can customize that
experience?

-26% of all App downloads are opened once. 50% are only opened more than 3 times.

-Create a brand experience that makes it habitual and they want to continue using an App of visiting a site.

-If you truly know your consumers you can tailor their experience. Know your users more than they know themselves.

Lunch Keynote with Randi Zuckerberg

-People to not be in Social Media
The Candy Crush addicted mom.
The obsessive food blogger.
The Hash-Hole (excessive hashtagging)
Sharenting (gross updates about your kid)
Just text each other already. (excessive commenting between two people)
The vague-booker.
The old person that just doesn’t get it.

-10 trends influencing the lives of modern consumers:
1. The branded newsroom. Companies are becoming news providers, coming up with their own
content.
2. Teens are the holy grail of Tech. They are very fickle but like anonymity. Silicon
valley companies are struggling to stay relevant with teens.
3. The Maker Movement. 45% of people who sell something online feel this will become their
full-time job. Many young people believe they will invent something in the next 5 years and
sell that online.
4. The rise of Entre-ployee. More power should be given to those passionate, young
employees yearning to be heard and given credit.
5. Life-blogging. people want to log everything about their life. This includes
activities, health, interests, photo documentation of everyday life.
6. Girls in Tech.
7. Gamification for motivation. Gamification for utility. ex. GymShamer will tell your
friends online when you do not go to the gym.
8. Passion projects as a side job.
9. Our addiction to our devices. The more they can do in the future the more we will be
addicted.
10. Unplugging and tech-mindfulness. Learn to take a break from tech.

Content Marketing: Create, Distribute & Track ROI (with our very own Jordan Kasteler!)

 -Content Creation:

There are many forms of content and many different types of content. 

Levels of traffic include social traffic that is often high bounce rate and low conversions. Traffic arriving from links are usually a little more relevant. Search traffic is highly relevant, higher converting. 

Be mindful that there different types of audiences in Social Media. 

You want to target those who may be influencers that can help push your message to much more people. 

Create curiosity with social users an tap into emotional appeals. 

When you develop content length is important, News should be 3-500 words, and Insightful article should 750-1000 words. Evergreen content can be as long as possible as long as it is comprehensive. 

Be mindful of style as well with your content and break up the content visually. Use vivid imagery, videos and links. 

-Content Promotion:

Learn when your audience is online the most.. Usually this is in the morning. 

What is the best content, featured articles, video and white papers top the list. 

A lot more devotion is being placed now in content marketing by companies. 

Your content may drive visitors but are they the right audience. 

Not all content is created equal. Content creation alone is not a content strategy.

Closing Keynote with Apple Co-founder, Steve Wozniak

Steve loves Siri!

He doesn’t believe the movie about Steve Jobs and himself was totally accurate. Jobs was as they portrayed him in his early 20’s. The “garage” was also somewhat of a myth.

His “Holy Sh#t” moment was when they created the Apple 2.

Those in the early Apple “family” didn’t receive stock so Woz gave five of them $20 million dollars each of his own stock in the company.

Woz created the Floppy Disk in two weeks.

Early computer crashes were found to be the fault of Internet Explorer. 

When Apple started it was about hardware and software. Then the internet came. Then mobile came about.

He sees technology continuing to shrink. Our phones are not as much a computer but a portal.

He desires that Apple and Google become closer.