Think Digital: Educating Your (more traditional) Colleagues

Marketing and advertising pros who have cultivated strong depth and breadth of knowledge in digital and social are now, more then ever, playing a lead role in shaping strategy. Whether focusing on web, mobile, or social, or more than likely all three, a diverse skill set is absolutely required to develop thoughtful strategy – working at a company or an agency.

Make no mistake, a career in marketing is not 9 to 5 anymore. Perhaps it never was. The pace of innovation and change is too quick for that, and for a marketing professional to remain relevant it is critical to invest time and effort towards learning – learning about new technology, emerging social platforms, trends, and most importantly, the changing behaviors and media consumption habits of people.

That all being said, it’s easy to forget that there are still many in the industry – friends, peers, and colleagues – who perhaps aren’t in the trenches learning, and perhaps still have more of a traditional marketing and advertising mindset. Perhaps these people are the ones who, while understanding your recommended strategies, are a bit more skeptical. Perhaps they don’t know the true power of digital analytics in uncovering meaningful insights, or why nurturing relationships with social advocates can be so critical to your efforts.

But fear not, the power is in your hands! You have the torch, and the power to educate and inform – to turn your colleagues into digital and social savvy savants.

How can you accomplish that? Several ideas come to mind:

  • Host digital or social-focused marketing workshops. Depending on the needs of your company, you could cover a variety of topics. For example B2B marketers might benefit from LinkedIn 101 – a workshop on setting up a profile, and effective participation in groups (I led a workshop like this at Intuit). Alternatively perhaps an overview could be provided on the latest digital trends – spurring ideas for truly integrated, and interesting, marketing strategies.
  • Occasionally share relevant articles, along with your insights and analysis. Perhaps your colleagues don’t regularly read TechCrunch, Mashable, AdAge, or the latest from industry bloggers. But hopefully you do, and here’s a great chance to provide information on trends and case studies that could feed into your integrated strategy.
  • Thirdly, podcasts and books. Personally, I always have a book on the go and I also subscribe to a number of podcasts. Several that are worth recommending to your colleagues are Six Pixels of Separation, The BeanCast, and Marketing Over Coffee.

I’m certain that your colleagues and peers will appreciate your help in educating them about all things digital and social. The end result, in my experience, is usually improved understanding and collaboration.

Worth the effort? I think so.

50 Key Takeaways from The Art of Marketing Conference

By all accounts, The Art of Marketing Conference held in Toronto on March 7th was a smashing success – as speakers provided the audience with cutting edge thoughts and insights on key marketing issues. Unfortunately I wasn’t able to attend, however thanks the willingness of a number of audience members to share what they were learning through Twitter, I did get a flavor of what was being discussed.

Here are the top 50 takeaways I was able to glean from the Twitter stream!

Avinash Kaushik – Brand Measurement: Metrics & Analytics

  • doomzto: “If people tell me that you can’t convert love to money over the Internet, then they’re wrong.” – @avinash #taom
  • KimMcWatt: Marketing can be orgasmic if you use data for insight #taom
  • amirad: People focus too much on the what and not enough on the how much #TAOM
  • GGFM: you have access to all your competitors data so use it says @avinash #taom
  • casiestewart: HITS = how idiots track success. Bounce rate = “I came, I puked, I left”. This guys is funny. #taom
  • luudiana: Are the metrics you’re using measuring people’s behaviours? Getting rid of the data puke is the first step @avinashkaushik #TAOM
  • SocialKamel: #taom @avinash you can’t improve something by 1000% but u can improve 1000 things by 1%
  • soniyamonga: Most websites aren’t effective because the purpose doesn’t overlap w/ customer intent. Therefore efficiencies are missed #taom #segmentation
  • KimMcWatt: Look at your site content, where are you spending your time, compare to where your customers are #taom
  • YouNxt: @avinash at #TAOM – use social media not just to add revenue but to build economic value to your company

Gary Vaynerchuk – Social Media & Word of Mouth Marketing

  • Debbie_h2o: #taom @garyvee when asked “what’s the roi of social media?” he responds what’s the roi of your mother? Your best friend? Your pet?
  • amirad: Everyone talks about content, but the focus should be on context #TAOM
  • SocialKamel: #taom social media has scaled caring, one on one marketing is here, that’s the thank you economy @garyvee
  • laurenonizzle: “I don’t care if you have 40,000 followers – if you have 17 that care, you have 17 followers” -@GaryVee #TAOM
  • write_mich: @garyvee: “it is totally unacceptable for companies to not respond to customers talking about their brands” Context matters. #TAOM
  • GGFM: according to @garyvee a social media campaign is a one night stand not a conversation which is what socia media is #taom
  • GraceMarketing: Run 3 less commercials and hire more people to actually respond to customers @garyvee #taom
  • JRiddall: Companies who mine data properly and execute on some form of humanization will be the winners @garyvee #taom
  • samantha_kwan: When you hit the emotional centre of your customer, you will never loose them as a customer, it’s human #TAOM @garyvee
  • lauralimawilson: Social has tremendous ROI ’cause it’s emotional @garyvee #TAOM so true

Jeffrey Hayzlett – Brand Strategy & Growth

  • JRiddall: Passion is not a substitute for planning @jeffreyhayzlett #taom
  • shamattygalle: You have 8 seconds to hook me and 110 seconds to sell me – @jeffreyhayzlett #TAOM
  • jdojc: “HR and Legal shouldn’t drag you backthey should keep you from falling down” @jeffreyhayzlett #taom
  • DebWeinstein: “A Social CMO’s job is to: set Conditions of Satisfaction; cause tension; be who you are; & be brave,” @JeffreyHayzlett #TAOM
  • JRiddall: Gotta be willing to take risks..no one is going to die @jeffreyhayzlett #taom
  • alinebadr: A brand is nothing more than a promise delivered #taom
  • JRiddall: Four E’s of social Engage Educate Excite Evangelize @jeffreyhayzlett #taom
  • amirad: The social game now is about hearts and minds not eyeball and ears #JeffreyHayzlett #TAOM
  • ACURASHERWAY: What’s ROI on social. “I don’t know tell me what ROI is on IGNORING” – @JeffreyHayzlett #TAOM
  • clickeric: What is your 118? People don’t take pictures they capture moments #taom #marketing

Dr. Sheena Iyengaar – Consumer Behaviour & the Psychology of Choice

  • YfactorInc: @taom Dr Iyengar “the Jam problem” too much consumer choice makes it harder to actually buy
  • Drafted_Boy: What happens when faced with too many choices: less commitment, poorer decision quality, lower satisfaction @Sheena_Iyengar #TAOM
  • melissa_very: #taom “How many choices can we handle? The magical number 7 (+/-2)” Dr. Sheena Iyengar
  • jdojc: Experts know enough to limit their choices to important criteria. Amateurs end up with paralysis when faced w\ too much choice #taom
  • thecellularguru: Cognitive overload is the 1st cause of Choice Overload #TAOM 2nd cause is indistinguishable options
  • thecellularguru: Everyone believes theyre more unique than others but everyone conforms to being just unique enough not too bizarre & not too boring #TAOM
  • KimMcWatt: Categorize choices to help the decision. Our brains can process more categories than choices. Dr. Iyengar #taom
  • KimMcWatt: Condition people for complexity. Help them learn their preferences. Dr. Iyengar #taom
  • djacob: “People may say what they want is more choices but what they really want is more control” #TAOM
  • shamattygalle: We are born with an innate desire to choose but we are not born knowing how. – @sheena_iyengar#TAOM

Guy Kawasaki – Creativity & Innovation

  • soniyamonga: The process of delighting and enchanting people; that’s @GuyKawasaki’s mission when it comes to building lasting influencers #taom
  • irwinliunews: @guykawasaki There are three steps to likeability: (1) Smile [preferably Duchenne] (2) Dress for a “tie” (3) Perfect handshake #taom #yam
  • clickeric: Become a bakery not an eater @GuyKawasaki #taom and u need to default to a yes attitude
  • amirad: Make the position of your product short, sweet and swallowable. No acronyms or industry term @guykawasaki #TAOM
  • samantha_kwan: When you create a product/service, do something DICEE: deep, intelligent, complete, empowering, elegant @guykawasaki #TAOM
  • soniyamonga: The change in mktg today is a direct result of the lack of understanding of the ‘A-listers.’ So plant many seeds, across all levels #taom
  • keridamen: @guykawasaki #Taom: The most innovative people will encounter the most resistance.
  • SocialKamel: @guykawasaki in all the negativity failure and resistance try to find the bright spot. For apple it was desktop publishing. #taom
  • YfactorInc: #taom Guy Kawasaki “Enchant all the Influencers” consider impact of families + friends + others in decision process
  • savvari: @GuyKawasaki says the best response to “Thank You” is “I know you would do the same for me” #taom


Celebrating Social Media Week!

This week, several cities across the globe are hosting Social Media Week. Social Media Week is week-long series of events and seminars that facilitate conversation and learning about opportunities, issues and trends in social media.

I am very excited about the opportunity to attend a number of events in Toronto – and I will be participating in some online seminars as well. I am going to endeavor to provide periodic updates, through this blog, on what I’ve been hearing and learning at Social Media Week.

There are several things I’m hoping to get out of Social Media Week:

  1. Direct insights from people “in the know” on effective social media strategies. I’d really love to hear some case studies, and learn what the results were – qualitative and quantitative.
  2. Thoughts and examples of social media initiatives that have been effectively integrated with traditional marketing.
  3. Insights on where this is all going. What trends can we expect in the short and long-term?
  4. Connections!  I’d love to meet others who share a passion for all things social.

In addition to Toronto, Social Media Week events are also being hosted in New York, San Francisco, Rome, Paris, São Paulo, London, Hong Kong and Istanbul. Not located in either city? Not a problem!  A number of events are being streamed on livestream.