Social Media Marketing Summit: Karl Long
Monday
Oct 27, 2008
As an excellent last minute addition, Karl Long wasn’t in the schedule for the summit and delayed the release of attendees to the reception cocktail party, but it was well worth it! I thoroughly enjoyed his presentation, titled “Employing Your Customers for Fun and Profit”, and had the pleasure of having an interesting conversation with him and some other attendees during the reception party. So, without further ado, the presenter was:
- Karl Long, Product Manager OVI/Games, Nokia
This session was basically about utilizing social media to get your customers involved to the point where they’re even working for you!
Bullet Point Review!
Social media is an engine in which to create value.- Modern marketing theory comes from the last 50 years.
- Companies tend to focus on one motivation – to purchase.
- Tool: trendwatching.com
- Telling people to “pass it on” is a bit insulting to your customer’s intelligence.
- Employ your customers – have them help you create value in a very web 2.0 way.
- Make it easy to join and easy to get better.
- Reward the right behaviors.
- Recognize top performers.
- Allow exchanges.
- Provide rich feedback.
- Experiment. Fail. Learn.
- Now’s the time to fail – fail fast so you can succeed sooner.
Points brought up during the Q&A
If a company can’t survive, do they warrant survival? Some people see this as a threat – people woill eventually accept it and adopt it, like the internet in general.- Are there companies that shouldn’t participate in social media? If you can’t handle transparency, don’t do it.
- How do you convince your company to spend money to fail? You have to foster the culture to experiment, it’s cheap to try anything with social media.
- Any strategy that relies on containment will fail.
- No walled garden will succeed (Blue Shirt Nation-type internal networks aside)
All in all it was a relevant and humorous presentation by Karl that really deserved better billing! Check out his blogs at ExperienceCurve.com and Tcritic.com.
Social Media: The Marketing Summit Day 1
Wednesday
Oct 1, 2008
Day 1 has concluded with some great after hours discussion for the Social Media: The Marketing Summit at Moscone Center West in San Francisco, presented by mThink. A day full of good pannels on various aspects of social media, including the panel with myself, Brian Caldwell, and Celine Takatsuno on the affiliate channel and how social media applies.
Unfortunately due to some public transportation issues, I didn’t make it on time for the first half of today’s keynote by Charlene Li of Altimiter Group, co-author of Groundswell
Brian Solis delivered with some great words of wisdom that were highly sought after (the slides of them, anyway) after the session. He had some really good actionable items in terms of creating a social media plan and allocating time and efforts that the attendees were really intrigued by. I definitely want a copy to assist with my own understanding of social media planning!
I met with my co-panelists through the Ticketmaster brand highlight so unfortunately I missed that talk, then noshed, then came our panel. I thought we did pretty well, and for my first more traditional speaking engagement. I got some good feedback on the panel, including some nice tweets:
@shelisreal – @briancaldwell, Celine Takatsuno & Trisha Fawver are talking about SM & affiliate mktng. Not my fav topic, but these guys are pretty good.
@lornali – @briancaldwell with Trisha Fawver & Celine Takatsuno on social media & affiliate marketing
@TTaxChristine – @TrishaLyn enjoying your discussion of the tie between affiliates and social media. #SMMW08
After our panel were the fellows from Best Buy responsible for their internal social network Blue Shirt Nation, who were a blast to hear from. There was also a panel on segmentation that I didn’t actually think was that great, and finally a presentation by Karl Long from Nokia on making your customers work for you using social media – great stuff.
Of course, i’ll post my notes as always in coming posts, but I’m jazzed to attend tomorrow’s sessions and soak up the social media goodness like a sponge!
