in Digital & Social

50 Key Takeaways from the BCAMA VISION Marketing Conference

On May 19th, the British Columbia Chapter of the American Marketing Association held its’ annual flagship VISION Marketing Conference. This year, the focus was on the concept of ‘community’ and how the concept is reshaping our marketing landscape – as companies build deeper, more meaningful relationships with customers.

As I’m currently in Toronto, unfortunately I wasn’t able to attend VISION. However, I was paying close attention to the Twitter stream, enticed by a great speaker lineup and my affinity for the BCAMA – I volunteered with the association for over five years.

Thank you to VISION attendees, as well as the BCAMA’s social media team, for sharing what was being discussed. Here are the top 50 takeaways I was able to glean from Twitter!

Scott Stratten – Social Media Expert, Author of UnMarketing

  • rgerschman: #2011vision Marketing is not a task. Marketing is every time you choose to or choose not to engage with your market. It just is (S.Stratten)
  • wusnews: Online conversations are the most raw, passionate thoughts of your customers. #2011Vision
  • patrickmgill: #2011vision the best marketing is creating awesome customer experiences @unmarketing
  • rgerschman: #2011vision “When does the ‘we are experiencing an unusually high call volume’ = the usual high call volume? Think about Customer service!!
  • BCAMA: “Every time you create a QR code and it does not go to a mobile page… a puppy dies.” @unmarketing #2011Vision ^NT
  • kelsey_bar: People spread “awesome”. They don’t spread “meh…” Great stuff from @unmarketing at #2011Vision
  • GusF: By 2013 50% of web access will be done on mobile phones – get your website mobile #2011vision
  • GillianShaw: Create awesome content 1st then SEO. Create your content for your audience, not for Google. @unmarketing #2011Vision
  • rgerschman: #2011vision @unmarketing social media success doesn’t exist… It’s just amplification. If you suck offline, you’ll suck even more online!
  • shirleyweir: Reminder: we do business with people we know, like and trust. Live it #2011Vision @unmarketing

Kerry Munro – Technology leader and visionary

  • GillianShaw: 72% Internet users say they’re exposed to too much advertising (could you buy a @vancouverSun please : ) ) #2011Vision
  • nicolb: “Strategy. Insights. Automation. 3 areas that are the biggest level of challenge today. ” @kerrymunrois #2011Vision /via @bcama
  • GillianShaw: Your customers will create new customers, all you have to do is take care of your existing customers, sez Kerry Munro #2011Vision
  • GusF: A social media strategy should be inline with your business strategy. Many have that disconnect #2011vision
  • BCAMA: “FB user value: spend, loyalty, brand affinity, acquisition cost, propensity to recommend, media value” @kerrymunrois #2011Vision ^NT
  • GusF: Since the core of any business is to drive sales, it’s important to understand the value of your “fan”. #2011vision
  • rgerschman: #2011vision Consider this: Friends & family continue to be the biggest influencers in ppl making purchase decisions.
  • fburrows: #2011Vision Bing and Google change their analytics daily-impossible to keep up, just focus strategically on what works for you.
  • BCAMA: “It’s all about being in that moment and creating the most efficient and optimal connection w/ the consumer.” @kerrymunrois #2011Vision ^NT

Scott Bedbury – Author of A New Brand World and former Marketing Executive at Nike and Starbucks

  • rgerschman: #2011Vision “Consumers are not just that into you. Look past your product to the world your consumers live in.” – Scott Bedbury
  • asilhouette: Worlds best brands connect themselves to timeless human needs that are both physical and emotional #2011vision bcama
  • G_Speaking: Cool. Original brainstorm map of Starbuck’s ‘the third place’. #BCAMA #2011vision http://t.co/hzmovdW
  • rgerschman: #2011vision Stand for something more than your product. Humanize yourself. Consider value, ethics & style. Tell stories.
  • Ian_Cruickshank: It’s what you do beyond your core product that actually defines you. Scott B #2011vision love it.
  • SuburbiaRetail: “At the heart of a brand is it’s relationship with employees.” – Scott Bedbury @bcama #2011vision
  • rgerschman: #2011Vision Physical brand touch points can do more than digital bytes. Who is representing your brand offline? Train, inspire & motivate.
  • kelsey_bar: Scott Bedbury: “Be fully present in the moments that matter most.” As true in business as it is in life. #2011Vision
  • k8senkow: “Stay forever curious. Don’t ever think you have all the answers.” Scott Bedbury at BCAMA #2011Vision Conference

Nikki Heller – Director of Marketing, Future Shop

  • timr03: Social shopping isn’t just online #2011vision
  • misscheryltan: “Social Shopping is ANY purchase influenced by your personal network (i.e. community forums)” Nikki Kellyer #2011Vision (via @bcama)
  • GillianShaw: Listening to people in social networks flipped Future Shop marketing plans for back to school. #2011Vision
  • BCAMA: The funnel before: http://ow.ly/i/bMHC & the funnel after is a loop: http://ow.ly/i/bMHL #2011Vision
  • codias: #2011vision #authenticity #authenticity #authenticity #authenticity #authenticity
  • erinpongracz: #NikkiHellyer just used #BBC “groundhog Alan” vid as an ex. of mrkters shouting msg into the void & not knowing ur aud. #Amazing #2011vision
  • elliottchun: Online and offline retail is merging. And, evenings & wkeds are dead. – Hellyer #2011Vision #FutureShop

John Ounpuu, Strategy Director at Blast Radius and Sarah Dickinson, VP Strategy at Blast Radius

  • Ian_Cruickshank: Traditional models work in traditional media – outside of traditional you have to be more creative and break some rules – #2011vision
  • codias: When you transcend categories, you elevate yourself beyond your category into a superlative. #2011vision
  • GusF: 3 steps to build meaningful relations – Foundation, Role, and Culture. #2011vision
  • BCAMA: “Gamefication – leaderboard scores, badges – moving out of the realm of games and into other areas.” John Ounpuu #2011Vision ^NT
  • BCAMA: “Finding your shared ideal. Understand role & live it. Build on relevant cultural currents. Execute boldly.” Sarah Dickinson #2011Vision ^NT
  • petequily: Social media can be an incredible tool but it can’t fix an acute internal problem. It may only make it worst. #2011vision
  • robynmichelles: Great insights from Blast Radius – understand the foundation of your brand & it’s role, then live it. Be culturally relevant. #2011Vision

Tod Maffin – One of North America’s leading digital marketing experts, CBC Radio Host

  • BCAMA: “By deconstructing viral videos, you can find 6 “markers” that can increase the chance of going viral.” @todmaffin #2011Vision ^NT
  • BCAMA: “#1 Audience, Content, Call to Action Matching: content must match audience. CTA must match content.” @todmaffin #2011Vision ^NT
  • BCAMA: “2. Successful viral campaigns are stripped down to a simple, single concept. Double Rainbow.” @todmaffin #2011Vision ^NT
  • misscheryltan: Successful viral videos are one of the following: Silly, Serious, or Stunning. @todmaffin #2011Vision
  • BCAMA: “3. Sentiment Factor (silly, serious or stunning). Dove was seeded entirely online: http://bit.ly/lsvEdV@todmaffin #2011Vision ^NT
  • BCAMA: “4. Reward sharing. Ex. Doritos unidentified flavour campaign, winner sharing Doritos profits.” @todmaffin #2011vision ^NT
  • BCAMA: “5. Embrace the unofficials. Do not hate them. Ex. Diet Coke & Mentos” @todmaffin #2011vision ^N
  • BCAMA: “6. Deliberate successive rounds. Need a certain # of impressions for people to take action. Ex. Shreddies” @todmaffin #2011Vision ^NT