I spent today at Internet World. In the morning I met a number of vendors who we currently work with (such as Sitecore and Telligent) and ex-colleagues from my IMG days (such as Ismail at Webcredible). In the afternoon I went to a number of presentations from Blue State Digital, Attensity, Hilton and Dixons.
The presentations were far more information than previous years. All the presenters seemed more willing than previous years to impart key information – such as uptime statistics, very specific keyword analysis on social media listening (which included some negative publicity on a key client) and so on. This isn’t a complaint whatsoever – its a welcome observation.
Key points from the presentations:
Blue State Digital
- BSD (owned by WPP, and they work with one of our clients) ran Obama’s digital campaign (13m subscribers, raised $600m donations from 3.2m donors, generated 1 million User Generated Photos of which many were used in campaign videos).
- A lot of thought about “seizing key moments” e.g. when Sarah Palin attacked Obama in speeches they sent plain emails responding immediately to her comments. BH: Sounds great – but how do you stop crying wolf for everything that might happen to a brand?
- Every piece of content needs to drive a next step action (for example share, submit, click for the next step, comment) and as a proof of practising what they preached, I noticed that even the PowerPoint had questions not bullets
- BSD recommend to their client not to mass newsletters. Instead, personalise them and target them
- The key takeaway was on a ladder of participation, was to create one and measure it for clients. E.g. What’s the total number of consumers a brand reaches? What is the web traffic? How many email sends are there? How many emails are opened? How many Facebook fans on their page? How many people contribute in the on portal community?, and so on.
- Key take away was their methodology: Listen, Analyse, Relate, Act
- Conversations happen over multiple channels, not just social media and not just web. For instance they have a travel client and they “listen” to Travelocity and Hotels.com. To put this into context, most social media listening tools focus on Twitter, Facebook and some blog networks.
- Surinder Phuller was excellent. Social media is about being open and transparent, and she got this more than most of the other social media speakers and other social experts that I’ve met in the last few months.
- Her presentation was about using video content on social networks to improve sales
- Their themes/ “targetted methodology” (you had to see it to understand) was to brand content, destinations, and specific hotels
- It is an opportunity to sell ancillary services such as the spa or restaurant which historically has been very difficult within some hotel locations.
- They sent Flip video cameras to all the hotels and asked local hotel staff to shoot them and upload them – not professional production teams
- At first they sent the Flip cameras out and got poor quality videos back, e.g. “Here’s my ballroom, isn’t it lovely?”
- She then worked on content plans with the hotels, training local staff with 12 month content plans with the above themes, such as asking staff at the Hilton Park Lane on their opinion of the Royal wedding
- After the content plan the content improved to information about the local area and personal thoughts from staff members
- The general aim was to get the hotel staff and their personalities into the videos, so you know that when you’re going to stay at a particular Hilton, you know the individual staff before you get there
- Excellent presentation from Chris Howell, their IT Director
- The presentation was all about customer experience – measuring it; acting on it; not hiding from the facts when the site has poor performance
- Chris learned at Tesco what it means to be customer focussed, and his presentation was all about taking that to other companies
- Chris raised an excellent point which is that the quote “Jack of all trades, master at none” is actually only half the quote. The full quote is “Jack of all trades, master of none, though oftentimes better than master of one“. Definitely the topic of a future blog post!
If you have some time on Wednesday, it’s worth popping down to Earls Court Two and hopefully the presentations will be as insightful as Tuesday’s. Please let me know what you thought of the exhibition via the comments below or on Twitter (@bradbox).