Digital Marketing Summit Recap | Bolin Marketing
August 2, 2016

Digital Marketing Summit Recap

by Mara Keller, Sr. Emerging Media Specialist

We’re coming at you with our top takeaways from the Digital Marketing Summit held in Minneapolis last week.

Special Snowflakes vs. the Blizzard

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.

  • The stable likers are your die-hard fans. They want deep content from your brand.
  • Unstable likers are into your brand right now, but they won’t be interested in it forever. They want snackable, shareable content.
  • Stable dislikers don’t like your brand. Learn from these consumers. Understand this group and use these insights to help grow your brand.

He also breaks down how socioeconomic status (SES) plays into these needs:

  • High SES: They want marketers to speak to their individuality or as Wallaert calls it, their “special snowflakeness.” Make them feel unique.
  • Low SES: They tend to want more community and need marketers to speak to their desire to “see the blizzard.” Show them that your brand connects them to a group.

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.

Reduce Friction

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:

  • Contextual: The experience should be native to the platform. Post the video directly from Facebook. Don’t share a link from YouTube. And so on.
  • Compassionate: Empathy is always required. Think customer service. Allow your employees to go above and beyond to help customers.
  • Connected: The experience should be consistent, regardless of where your consumers go. Platform to platform the experience needs to be the same.
  • Convenient: Save consumers time and make it easy to do business with you.
  • Consistent: Consumers should have the same experience everywhere. Whether it’s online or offline.

Our takeaway: Consumer experience shouldn’t be on the back burner.

Snapchat is for Businesses

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:

  • Day in the life content
  • Partnerships
  • Exclusive access/behind the scenes
  • Workplace culture
  • Informational (B2B)
  • Incentives
  • Educational (B2C)

Our takeaway: Snapchat is where businesses should be going.

Reputation Roadkill

Andy Beal, online reputation management consultant, shared some key takeaways from other online PR fails. Knock on wood, this never happens to you. Remember:

  • You only have one reputation. There is no separation between personal and professional.
  • Read twice, send once. Double-check your tweets!
  • Not everything needs to be shared. Make sure what you’re sharing reflects your brand’s character.
  • Train your staff. Their actions represent your brand.
  • Use the right account!
  • Know your audience. Think about your audience and the potential audience that may see your content. Will this offend anyone?
  • Be on top of the conversation on the platforms your audience is on.
  • Don’t automate engagements.
  • Greed is ugly. Don’t jump in on trending conversations or hashtags without careful consideration. Does it fit your brand?
  • Big lies are revealed eventually. Don’t try to trick people.

Our takeaway: When handing over the keys to your company’s social media accounts, train your employees to use good judgment.


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