A quick note on how the first day ended before I start about day 2. We got insights in to Facebook marketing (especially the dos and dont’s) by Pradeep from Digital Vidya. They were quite interesting and I am looking forward to his talks on Twitter for Business later in the day today. I got a chance to catch up with a few old friends from Google and discovered some cool projects that they are working on. Infolono that is coming up with a site void the search bar and trol.ly that is taking the integration of eCom and Facebook apps to the next level are just a couple of examples.
Day 2 started of with a keynote by Gillian of SEOMoz on Analytics and accelerated with Mahesh Murthy from pinstorm. Mahesh gave away the 24 new rules of brands and digital marketing (each priced at INR 1000 to make up for the price of attending this seminar) and I thought I will share this with you all. I will surely pass on your thanks to him.
Brands are changing – Everything
1: Digital is going up every day. Digital is definitely the way to go. Anyone who says it is a niche or small medium, he is either ignorant, blind, selling traditional media or all of the above.
2. The big surprise is in the amount of users. Growing at 140%
3. If you count digital broadly, its reach is beyond TV+print put together.
4. But not all digital is growing equally. Look closely. Portal usage has stagnated at same share or lagged behind growth. Some interesting changes though: Blogger has a CAGR 65%, Linkedin 140%, Facebook 400% and Twitter 900% respectively.
5. The big development is the spread, size and ubiquity of social networks. Social sites are turning out to be better than every other site in India.
6, But put the numbers aside for a second. The true change is even deeper. (www.digitalstrategyconsulting.com). Readers don’t trust their editorial. Why will they trust your ads there? Credibility of the platform/medium/content is paramount.
7. But is not about spending the same money in a different medium. Its about spending less money. It pays more to invest in unpaid media than in paid media.
8. Brands need to move from advertising to editorial. What conversation and engagement around your brand personality can you manage?
9. The answer is not to buy fans as many do. The more important metric is engagement. How much quality time is spent on your brand?
10.How many people involve in prompted/unprompted/passive engagement? Facebook’s 3Es by pinstorm.
11. This actually changes brand management inside out. There are new changes in the rules and systems in brand marketing.
12. There is a new world out there where brand perceptions are changing very rapidly. People are looking to buy brands not products and brands are perceptions that are changing continuously based on how you are engaging.
13. Brand management is becoming less a considered and researched activity and more a real time endeavour. How can marketers manage brands in real time is the new job definition of the marketing guy. Look constantly at answering this question “Is there an opportunity to market here that your brand is fast enough to take advantage of?”
14. The new process starts with research-but live research. What we call active listening-to everything. Listening is not tracking. Note: Google alerts tracks 0.5% of mentions of your brand typically.
15. The new process continues with action. Responding to consumer negatives first. Try answering “Where you integrate Customer Service into Brand Management?” Customer service is the first step to brand management.
16. The new process then continues-but when you plan correctly according to what you listened to.
17. The last step in the process is outbound communication. This is when you pro-act.
18. Now repeat the process. The process does not stop or pause. Some brands customers are more active on weekends. Does that mean we won’t talk to them because we don’t work weekends?
19. The biggest change is not in how agencies work-but how marketers will reorganize.
20. Its different strokes for different folks. It’s not a BPO initiative.
21. The results can be far beyond that traditional communication initiative.
22. Its just not about people, it takes technology.
23. Its not just about people and technology. Its en era of performance driven marketing.
24. The path isn’t charted yet. Partner with a co-explorer.
At the end of this, I guess I need to take my cut for promoting pinstorm 🙂