Picture 4After a weekend at AIGA Minnesota’s Design Camp (which I’ll blog about later this week), I’m now spending Monday at the Minnesota Interactive Media Association’s (MIMA) Summit. The event, in it’s seventh year, is sold out at 1,000 attendees…many of whom I’m sure were lured by keynote speaker and social media rock star Seth Godin. Of course, social media is topic number one. I’ll be live blogging throughout the day.

First keynote speaker: Jackie Huba

Web is democratized, BUT, 1% of visitors to a site actually create content—they become very influential.

41% of people on Facebook between ages 26-44

Fastest growing age group on Facebook: Women 55+

Most trusted form of advertising:
1. Friends
2. Online opinions (anonymous)
3. Websites
4. Editorial content
5. Brand sponsorships

Strong correlation between word of mouth activity and company growth

Measuring customer loyalty ladder:
Ownership (customer feels like they are part of the company)
Evangelism
Referral
Retention
Satisfaction (just measuring “satisfaction” not adequate)

Story: Domino’s “booger” video

Blog readers actually alerted company of video and helped identify where the store was.

CEO posted apology video to YouTube

46% polled before video would by a Dominos pizza
15% after
24% after CEO video

Story: Motrin Moms
Key learning: LISTEN

Story: Bacon Salt
Early activity exclusively through social media
Obscurity to Oprah in 2 years
Key learning: PEOPLE ARE THE MESSAGE

Story: Fiskars
Scrapbooking
Fisk•A•Teers—ambassadors for campaign=virtual salesforce
6,250 members in 50 states
1,000 certified volunteer demonstarators
Stores with Fisk•A•Teer activity have 3x the sales
13 new product ideas per month
85% of Fisk•A•Teers likely to recommend brand

Key learning: PARTICIPATION

Summary:
1. Listen
2. Attract (don’t interrupt)
3. Participate (involve customers)

Breakout Session: Creating a Social Media Workshop
Laura Chavoen, Imagination

No rules in social media

Social media shift causing dramatic disruptions across business world

Most customers don’t know the difference between a blog, a forum, a wiki…and they shouldn’t have to.

Human nature doesn’t change—human behavior DOES

Markets consist of unique human beings, not demographic sectors—don’t overvalue data
Media is no longer just a source of information, but is now also a site of coordination

This all means there is a NEW OPPORTUNITY for marketers

Huffington Post has integrated content with social media—all within their domain

Road Map:
1. Objectives (why)
2. Audience (who)
3. Strategy (how)
LISTEN
4. Tactics (where)

Case Studies:

Pepsi Innovation Day:
Invited social media experts for inside tour of operations and the LISTENED to what they said afterward online

JetBlue
Very active on Twitter to pose questions about customer service

Navy for Moms
Robust community

Graco
Online community turned into place for customers to talk about kids and parenting
Graco had an ear into R&D opportunities

Little Debbie
Sent product to bloggers and saw huge spike in online activity

Nike
1.2 million people upload data to site
30,000 online running groups
Community encourages me to run…buy product

Threadless
T-shirt designs voted on by users

Netflix Prize
$1 million prize for improving recommendation engine
Winning team—many had never met in person

Listening to customers is no longer an option: it’s a must!

Must build into your cycle the time to listen, learn and adjust

The only thing more popular than using social media is questioning it

Coke didn’t have a Facebook group, but they’re customers created one—Coke reached out to organizers and supports it

Reality: They are already talking about you
If you trust someone to work for you, trust them to use social media
Key: give them guidelines

Fear: we’ll lose control of our brand
Reality: you’ll learn what your brand is really about

Starbucks is number one brand on Facebook (3.6 million fans)
“we are gaining ROI from this effort”

Fear: our audience doesn’t use social media
Reality: Then you don’t have an audience (79% of US is online)

Fear: we don’t have time for social media
Reality: Remember how we felt about email?
Start small and let it grow and prove its value

Fear: if we make a mistake it will haunt us forever
Reality: It’s accountability (take responsibility)
It’s never too late to improve

Fear: How do we measure ROI?
Reality: Ramifications of ignoring

Social media has changed measurement:
Now we measure engagement, involvement, interactions, intimacy, influence

Quantifying Success:
Dell reaches $1 million in revenue from Twitter stream
Carnival invites community members to be first to ride on new ship—most successful launch ever

If you learn what’s important to your customers, you’ll learn what’s important to your business