Pivot Conference '13 - Snackable Take Home Lessons

Pivot Conference ’13

Snackable Take Home Lessons

Authored by Michoel Ogince

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PIVOT CONFERENCEBACKGROUND

•By The Tomorrow Project

•Also run Social Starts - angel VC fund

•Focus: the future of social business

•Dominant brand aendance

•300+ social biz execs aended

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LESSON #1 SHOWROOMINGTHE 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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LESSON #1 SHOWROOMINGTHE 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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LESSON #2 CONTENT STRATEGYTHE 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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LESSON #3 REAL-TIME MARKETINGNOT A WALK IN THE PARK

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LESSON #4 THE STATE OF SOCIAL ENTERPRISE BIZFINDINGS FROM ALTIMETER

Companies are commiing 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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LESSON #5 SOCIAL CHANNEL ARCHITECTURESIMPLIFY AND MITIGATE RISK

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LESSON #6 SOCIAL MEDIA BY DEPARTMENTFINDINGS FROM ALTIMETER

Social media staff by department:

touching (almost!) every unit of an organization.

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LESSON #7 LEAD WITH EXPERIMENTATION CALCULATED RISKS = SUCCESS

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LESSON #8 THE POWER OF EMPLOYEE ADVOCATESANOTHER 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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LESSON #8 THE POWER OF EMPLOYEE ADVOCATESANOTHER OPPORTUNITY FOR MARKETERS

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LESSON #9 CUSTOMER, ALWAYS FIRSTTHE 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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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

Thank You!

Michoel Ogince

Director, Platform & Product Strategy

[email protected]

@Twabbi