#MIMASummit: Avinash Kaushik Keynote on Improving Engagement Through Innovation
Posted on 13. Oct, 2011 by AshleyZ in Avinash Kaushik, Blog, conference, content marketing, Marketing PR Conferences, MIMA Summit, mobile, Search Engines, Search Marketing, Small Business Internet Marketing, Small Business Marketing, Web Analytics
Photo from our interview with Avinash at SES Hong Kong
The morning keynote speaker for the 2011 MIMA Summit was none other than Avinash Kaushik co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google. Avinash was a very funny and engaging speaker. Nothing was off limits during his keynote. Caught in the crosshairs of Avinash’s presentations were what he called “small” local companies (General Mills, 3M, etc) that dared to provide a “less than ideal” user experience.
Innovation was the topic of the morning’s keynote, ranging from which companies are a good (and bad) example of implementing innovation to proper metrics to show success.
What Are the 3 Definitions of Innovation?
Kaushik on innovation: “One of the great sexy things about the Internet is that everything you knew about the Internet 6 months ago is now irrelevant. “
- Incremental
- Incremental with Side Effects
- Transformational
How Can You Participate In Innovation?
Kaushik on measuring success: “If you only measure clicks, page views, visits, video views, touches, emails, and number of reports you are SUPER LAME.”
- Accountability: Focus on the metrics that matter. Do not let irrelevant data cloud your vision. Increase loyalty by giving customers what they want.
- Multiplicity: Losers only focus on the 2% of conversions they receive from their website. Winners focus on the 98% that didn’t convert. Social, Search, Content, Email are all things that drive value but should not be considered a stand-alone marketing strategy.
- Influence: Traditional Marketing Strategy: shout to customers and hope that something will happen. Internet Marketing: Create a flow of conversation between your brand and the end user. Social Marketing Revolution: create not only a flow of communication between the brand and the consumer but encourage the consumer to share with their network.
- 4. Fail Faster: Each one of us has an opinion. Often the worst ideas are created by H.I.P.P.O’s (Highest Paid Person’s Opinion). If you’re going to fail do it quickly. Don’t let ego’s get in the way of making adjustments and tweaks to the original plan.
4 Ways Data Can Help You Do The Right Thing
- Conversion Rate = # of audience comments or replies per post
- Amplification Rate = # of re-tweets per tweet = # of shares per post = # of share clicks per post
- Applause Rate = # of favorite clicks per post = # of likes per post
- Economic Value = sum of short and long term revenue and cost savings
Create A Better User Experience
Kaushik on improving user experiences: “Be better each day than we were the day before.”
The Unreachable Coupon
How much time and effort would you spend to gain access to a .60 cent coupon? Some corporations think that the answer is: 13 steps and 30 minutes spent filling out personal information (with no error checking) only to find that you have to install another program in order to actually print the coupon. If companies only focus on the data they NEED they will avoid angering the very customers they were trying to engage. Why does the Internet bring out the worst in us?
You Say You’re Innovative But You’re Not
The example used was that of a company whose homepage screams the word innovation…literally. However, their design screams 1940’s. What we learn from this? If you’re going to use strong words to describe yourself make sure that your branding reflects your message.
Measuring Suckyness
If you want to form a long-term relationship with your audience you need to provide them something of value first. Sites that bombard browsers with too many advertisements, links, and paths are “puking” so to speak on their users. Filling your site with 400 links on one page is not a good strategy. Avoid suckyness by providing value in a way that is easy for your audience to digest.
I Love This Website!
Websites that allow you get to where you want to be as quickly as possible provide a much better user experience. By segmenting consumers as soon as they reach the home page they are much more likely to frequent your site because they know exactly how to navigate and will be provided information that only pertains to what they are looking for.
What Did We Learn?
- Extract Insights From Things You Do Every Single Day
- Force companies to provide us with the things we need to make educated buying decisions
- Be authentic!
- Stop guessing and start using the data available to you
For another blog post covering Avinash’s MIMA Summit keynote, visit Lisa Grimm’s blog: Communications Passionista.
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© Online Marketing Blog, 2011. |
#MIMASummit: Avinash Kaushik Keynote on Improving Engagement Through Innovation | http://www.toprankblog.com
#MIMASummit: 6 Tips for Developing a Best Practices Approach to Social Media Measurement
Posted on 12. Oct, 2011 by AshleyZ in B2B, Blog, Competitive Intelligence, conference, content marketing, MIMA Summit, Small Business Internet Marketing, Small Business Marketing, Social Media, social media marketing, social media measurement
All marketers wish they knew how to better measure results, engage their audience, and measure ROI. Chuck Hemann opens up by warning that he won’t solve all of our problems but he will provide guidance on how to approach them.
Proper Planning Prevents Poor Performance
There are 5 key steps that each marketer must take to create a successful social media campaign. What does this include?
- Listening to what is being said online
- Assessing the marketplace
- Engaging with current and prospective clients
- Measuring is a way for us to optimize
- Improving our strategy as we learn more
According to Hemann listening and measurement are the two most important ingredients for success. You cannot successfully execute on one without the other. Below are a few of the best practice approaches that Hemann shared with the audience at today’s session.
Understand What Simply Listening Can & Cannot Do
- Optimize your content in real time
- Create a better customer experience
- Quickly learn about potential product issues
- Marketing through conversation
- Gain valuable business intelligence
Create A Solid Social Media Strategy
- Planning and beginning and ending stages is essential
- Internal resources for facilitating and executing is critical
- You can’t listen to everything so fine tune your process
- Don’t rely on just one tool for quantifying results
Tools & Reporting: Questions Every Company Should Ask Themselves
- Has your internal team decided on the tools you want to use?
- Is there a training and implementation schedule in place?
- Has a process for reporting been scheduled?
- Do you know what your competition is doing?
Myths & Misconceptions To Avoid
- Social media cannot be measured: You collect dozens of data points each day that assist in measuring your social media efforts.
- ROI stands for something other than return on investment: ROI does not refer to influence or engagement it is directly related to gaining or saving the company money.
- Social media measurement is different than traditional media measurement: Social media is measured by utilizing a series of strategies and tactics just as you would with any other effort.
- Social media is meant to be organic and we already have too much data: You can never have too much data!
Never Forget the Five W’s
- What people are saying about your brand.
- Where they are talking about your brand.
- When people are talking about your brand.
- Who is talking about your brand.
- Why people are talking about your brand.
Common Measurement Questions You Should Always Keep In Mind
- How many people did we reach?
- Did the program create conversation?
- How do I get ad equivalency so the brand can compare this to our advertising?
- Were our fans/followers engaged?
What Is Our Take Away From This Afternoon’s Session?
- No subject is unapproachable
- This is a step-by-step process
- Gaining access to quality data provides a huge competitive advantage
[Note from Lee: Chuck has published his presentation online so take a look below for the full presentation. Thanks Chuck!]
There are many ways to effectively track social media metrics for B2B sales. What tools have you found to be effective for social media measurement?
Stay tuned for more posts from MIMA Summit 2011. Follow the hashtag #MIMASummit on Twitter and watch for any posts on @toprank or @azeckman to see updates and photos from the conference.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2011. |
#MIMASummit: 6 Tips for Developing a Best Practices Approach to Social Media Measurement | http://www.toprankblog.com
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