We’re coming at you with our top takeaways from the Digital Marketing Summit held in Minneapolis last week.
Matt Wallaert, behavioral scientist, opened the conference by laying out how marketers can better understand their consumer’s identity to guide content creation.
First, marketers need to balance two needs: individuality and a sense of community. Users need to feel like they are a special individual, but at the same time feel that they are connected to a larger group. This is what he calls, the ‘Special Snowflake’ and ‘the Blizzard.’
He breaks down consumers into three main groups: Stable Likers, Unstable Likers, and Stable Dislikers.
He also breaks down how socioeconomic status (SES) plays into these needs:
The big question: how do you make a consumer care about your brand? Wallaert says this can be accomplished through drafting. Drafting is taking part of a consumer’s identity and connecting that to what you want them to do.
For example, to encourage business travelers to check their luggage on flights, marketers needed to convince travelers that checking their bags would increase efficiency, resulting in flights being on schedule. Business travelers don’t want to check their bags, but ultimately what they cared about was arriving at their destination on time.
Our takeaway: Understanding your consumer’s identity informs the type of content they need and how you can make them care about your brand.
Michael Barber, founder of barber&hewitt, urged us to remember that in order to create a positive brand experience, marketers need to reduce friction for consumers. Just think about trying to cancel with Comcast and you’ll understand how important this is.
He shared his 5 C’s to reduce friction. Brands should be:
Our takeaway: Consumer experience shouldn’t be on the back burner.
Laura Wilson, Director of Digital Engagement & Social Media at Georgetown University, shared how Snapchat can work for any brand. The business reasons for being on Snapchat are plenty. The platform has 200 million users and it reaches 41% of millennials in the U.S.
Even if you’re a B2B brand that targets executive decision makers, a company’s millennial employees can be advocates for your brand.
Marketers can take advantage of several content strategies:
Our takeaway: Snapchat is where businesses should be going.
Andy Beal, online reputation management consultant, shared some key takeaways from other online PR fails. Knock on wood, this never happens to you. Remember:
Our takeaway: When handing over the keys to your company’s social media accounts, train your employees to use good judgment.