Pivot Conference '13 - Snackable Take Home Lessons

1. Pivot Conference ’13
Snackable Take Home Lessons
Authored by Michoel Ogince

2. PIVOT CONFERENCE
BACKGROUND
•By The Tomorrow Project
•Also run Social Starts - angel VC fund
•Focus: the future of social business
•Dominant brand aendance
•300+ social biz execs aended
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3. LESSON #1 SHOWROOMING
THE MOBILE-ASSISTED SHOPPER: AN OPPORTUNITY
Showrooming has given rise to mobile-assisted shoppers
What are consumers doing?
•Ask a friend
•Reviews
•Dollar value comparisons
Text
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4. LESSON #1 SHOWROOMING
THE MOBILE-ASSISTED SHOPPER: AN OPPORTUNITY
70% of mobile-assisted shoppers
go to the URL of the store
A marketer’s dream for:
•Social engagement
•Effective loyalty programs
•The omni-channel experience & more!
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5. LESSON #2 CONTENT STRATEGY
THE CONTENT CONUNDRUM
Sam Decker, CEO & Co-founder of Mass Relevance takes to the
stage. On content, “Think about the content conundrum by looking
at owned media as a profit center, as ad impressions, and consider
curating content (not just creating).”
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6. LESSON #3 REAL-TIME MARKETING
NOT A WALK IN THE PARK
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7. LESSON #4 THE STATE OF SOCIAL ENTERPRISE BIZ
FINDINGS FROM ALTIMETER
Companies are commiing more headcount to social media across all
sizes of companies. The biggest jump is for companies with more than
100,000 employees, which now report an average of 49 FTEs
supporting social media in the organization, compared to 20 in 2010.
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8. LESSON #5 SOCIAL CHANNEL ARCHITECTURE
SIMPLIFY AND MITIGATE RISK
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9. LESSON #6 SOCIAL MEDIA BY DEPARTMENT
FINDINGS FROM ALTIMETER
Social media staff by department:
touching (almost!) every unit of an organization.
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10. LESSON #7 LEAD WITH EXPERIMENTATION
CALCULATED RISKS = SUCCESS
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11. LESSON #8 THE POWER OF EMPLOYEE ADVOCATES
ANOTHER OPPORTUNITY FOR MARKETERS
41% of people believe a
company’s employees rank
higher in public trust than a
firm’s PR department.
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12. LESSON #8 THE POWER OF EMPLOYEE ADVOCATES
ANOTHER OPPORTUNITY FOR MARKETERS
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13. LESSON #9 CUSTOMER, ALWAYS FIRST
THE CUSTOMER FIRST STRATEGY
How do we love our fans more
than they love us? We need to
put the fans first and then map
mobile and social marketing to
the ‘customer first’ strategy.
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14. ACKNOWLEDGMENTS
•Mike Edelhart, Founder Pivot Con, Venture Partner Social Starts
•William Lohse, Founder Pivot Con, Venture Partner Social Starts
•Sam Decker, Founder & CEO Mass Relevance
•Brian Solis, Principal Analyst Altimeter Group
•David Rogers, Faculty Director, Digital Marketing Strategy Columbia
Business School
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15. Thank You!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi