Last Friday, I had a chance to go to SD Interactive Day for the first time, and it was great! I have to admit, by the end of the day my brain hurt a little bit (it’s been a while since I’ve been in school) but all the lectures I attended were so informative and often interactive that it was well worth it. Everybody did a great job, but the following three left the most lasting impression, and provided the greatest number of furious scribbling (or typing) moments.
Dennis Yu (@dennisyu) of blitzmetrics kicked off San Diego Interactive Day by showing us some fantastically futuristic looking graphs and live maps that were updating with tweet data that was occurring across the world. This, he said, was the smokescreen that companies hide behind to avoid talking about the data that truly matters, the small data. The core of marketing is consumer interactions. Yu says, big data is really small data, it’s the data of what occurs with each interaction between the company and it’s followers. In order to really make demographic targeting work, the key is to find out who the people are who are really interacting with the brand, and then build from there. Yu’s final point? “You can take anybody’s passion and tie it to a commercial interest.”
David Shing (@shingy), AOL’s digital prophet, gave a fast-paced presentation with a series of easily packaged phrases about social marketing and advertising. His message echoed Yu’s, and he provided some interesting metrics for the audience, including the following points.
Peoples behaviors are influenced by their peers – people brag about brands only 5-9 times per year
The social space is not a landgrab for likes – 70% of consumers shared something last month
Tablet users spend more than smartphone and desktop users
What’s most effective according to Shing? Brand experiences that can be passed on, the use of surprise and delight in your marketing, and embracing the mobile marketing platform as a thing of the now and future is crucial to a brand’s success.
Content Marketing Fails with Rand Fishkin @randfish (the benevolent overlord of MOZ himself) was likely the most engaging event of the day. As Fishkin said, the “key to content marketing is creating something that your audience cares about.” Tying narrative, audience, distribution streams, and SEO together – Fishkin expounded on the importance of a clean cohesive stream of content that makes itself available to an audience that embraces it. My favorite takeaway? People searching on Google are in “do things mode” – they’re actively searching for a solution or answer to something. Conversely, those on social media are in “browsing mode” – they are looking for entertainment and it’s a less active role. Therefore, provide content that is suited to each mode.
Other highlights of the day included San Diego Ad Club’s announcement of their new name and brand, SDX, and the 2014 winner of PitchTech (formerly Shark Tank), the home maintenance app HouseCall which promises, as one attendee put it, promising mobile competition to Angie’s List.