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Posts Tagged ‘David Meerman Scott’

Real-time Marketing: Crowdsourced video of keynote from MarketingSherpa Email Summit

March 1st, 2011
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So it’s early morning breakfast time at the MarketingSherpa Email Summit in Las Vegas…day 2. Being the grumpy morning person I am, I’m just stumbling over to try to grab one of those tasting looking Danishes when our keynote speaker, David Meerman Scott, comes up to me very excited about a video idea, something that vaguely reminded me of the Beastie Boys.

Now, when a guy of David’s caliber has an idea, I want to hear it…and share it with you. Well, actually, let me just show you a trailer for what he came up with…

As I said when I introduced David at the Email Summit, we brought him in to help inspire marketers to take a fresh look at how they approach their marketing efforts. And kudos to David for holding himself to the same standard, breaking down the paradigm of what a professional speaker’s video could look like.

If you like the above trailer, feel free to watch the complete keynote speech, which was just released today.

As marketers, sometimes we get so tied up in a campaign mentality, a mode of working that dates back to the days of print and broadcast, of setting your marketing, days, weeks, even months ahead of time with no ability to make changes. In the age of the Internet and social media, David suggests you can no longer approach marketing in a “set it and forget it” fashion.

His keynote is a fitting example of the John Maynard Keynes quote, “The difficulty lies, not in the new ideas, but in escaping from the old ones.”

Related resources

MarketingSherpa MarketingExperiments Optimization Summit 2011 – June 1 -3

MarketingSherpa’s 3rd Annual German Email Marketing Summit – March 21-22, 2011

Real-Time Marketing: David Meerman Scott at MarketingSherpa Email Summit 2011

MarketingSherpa 2011 Email Marketing Awards

Email Marketing: Why should I help you?

Email Summit 2011: Your peers’ top takeaways about email content, enhancing deliverability and optimizing swag

January 28th, 2011
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For everyone who made it out to the MarketingSherpa Email Summit 2011 this past week at Caesar’s Palace in Las Vegas, you know ;). And everyone who couldn’t attend this year, you missed some great sessions, case studies, speeches and interaction with around 750 of your peers.

What happens in Vegas …

MarketingSherpa Email Summit 2011

Unless some #SherpaEMAIL folks hit me up *cough @mgieva @martinlieberman cough* this is my evening in #SinCity - phintch

Everyone probably knows the second half of this advertising tagline (hint: what happens, stays), but that’s pretty hard to achieve with real-time blogging (I had posts up on Flint McGlaughlin and David Meerman Scott‘s talks with almost no lead time) from both Sherpa and attendees, crazy-active Twitter hashtag activity (#SherpaEmail) and entire rooms of marketers uploading pictures and video all day long.

We even brought along some of our optimization experts from MECLABS to do one-on-one live optimization of email, landing pages and more (see below) …

Crowdsourced takeaways

A great thing about a successful Email Summit filled with engaged attendees is that reactions to individual sessions and the entire event go online in real-time.

Here’s just a small sample from all the great material this Summit generated:

The #sherpaemail Daily

Email Summit notes shared by Alison Chandler, Marketing Manager American Association for the Advancement of Science.

Here’s some of the material Alison is sharing:

  • Exclusive content gives people a reason to fork over their email addresses. Make at least some of the content in your emails available ONLY to email subscribers (such as special discounts), or FIRST to email subscribers (such as the chance to buy tickets before the general population).

And be sure to check out Alison’s “random gems” at the link.

Key MarketingSherpa Email Summit takeaways from Emailblog.eu — this is a great collection of Twitter commentary

Live Blog: How Pandora Uses Email Marketing to Keep You Listening from EE Tech News

More from EE Tech News — Live Blog: Email Marketing Summit, Real-Time Marketing and PR & Inbound Marketing

Summit panelist, Ardath Albee — Make 3rd Party Content an Opportunity Not a Necessity

4 Email Marketing Challenges and How to Tackle Them from Magdalena Georgieva at HubSpot

And do hit the official MarketingSherpa Twitter account to find retweets of even more crowdsourced content and photos from the Summit.

#SherpaEmail

Of course a blog of crowdsourced material would not be complete without taking in all the activity at the Summit’s Twitter hashtag — #SherpaEmail. Some numbers for the seven-day period from 1/21 to 1/27:

  • 2,295 tweets
  • 389 contributors
  • 327.9 tweets per day

MarketingSherpa Email Summit 2011

Here’s a sample from the top ten tweeters (and yes, I somehow made it onto this list):

Optimizing swag

The “more” up there in the live optimation section leads to something probably near, and dear, to most conference and expo veterans’ hearts — swag. At lunch on Wednesday, me and my editor — and Director of Editorial Content MarketingSherpa — Daniel Burstein, sat with Karen Rubin and Magdalena Georgieva of HubSpot and Jessica Best of emfluence and did a little swag optimization.

Sure MECLABS Research Managers and the MarketingExperiments Quarterly Research Journal are the go-to people when you need a better-performing landing page, but who should you turn to in order to make cool swag even cooler? Marketing experts, that’s who.

I’m taking full credit for this one:

MarketingSherpa Email Summit 2011

Optimizing Swag Real Time (#osrt) at #SherpaEmail @davidkonline: Add a USB drive for an #emailgeek #swissarmyknife - bestofjess

How to optimize this swag from emfluence Interactive Marketing? Easy. Lose the letter opener and add a USB flash drive on the other side of the keyboard brush, and leave the screen cleaner strip alone. Done and done, and voila, you have a Geek Swiss Army Knife. Ah, swag optimization at its best.

These efforts led to this Twitter exchange:

So you can see we have something of a swag-optimizing super group. If you were at MarketingSherpa Email Summit and have your own swag optimization suggestions, feel free to tweet them using #optimizedswag.

And, who could leave out — or forget — the Slingshot SEO monkey:

MarketingSherpa Email Summit 2011

“I’m walking through the airport and every so often my suitcase screams like a monkey. #sherpaEmail” – @karenrubin

Related resources

Live optimization with Dr. Flint McGlaughlin at Email Summit 2011

Real-Time Marketing: David Meerman Scott at MarketingSherpa Email Summit 2011

MarketingSherpa Email Summit 2011 One-on-One Case Study

Email Summit Case Study: National Education Association’s Member Benefits Corporation

Real-Time Marketing: David Meerman Scott at MarketingSherpa Email Summit 2011

January 25th, 2011
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(photo credit: MYMRMARK)

David Meerman Scott is a marketing strategist and author of Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now. He describes himself as a recovering VP of Marketing, and as the keynote speaker he pumped up the crowd at the MarketingSherpa Email Summit 2011 at Caesar’s Palace in Las Vegas.

Real-Time Marketing and PR

David shared a number of examples of actual real-time marketing and engagement, and one had a little relevance to the Summit because the event driving the effort happened in Las Vegas. At the end of last August, Paris Hilton was arrested in Las Vegas for possession of cocaine.

Paris Hilton and Wynn Resorts in Las Vegas

Wynn Resorts immediately sent out a press release stating that she was banned from their properties. The immediate result was that most stories covering the arrest also mentioned that Wynn Resorts banned Hilton as well. Over 5,000 stories were written right after the arrest and a Google search today using this string, “paris hilton arrest las vegas wynn banned” pulls up over 500,000 hits. Wynn resorts took advantage of a real-time event to drive promotion in the form of traditional media coverage.

David said speed and agility are a decisive competitive advantage. Reacting to, and focusing on, what is happening in the news can apply to both email and marketing campaigns. He added that too many companies are run by “MBAs and spreadsheets,” and are looking at data from last week, last month or even last year, and forecasting out as far as five years. He said he didn’t have anything against long-term planning, but David asks, “What about now?” Focus on today.

The Gap logo change

To provide another example of just how fast things happen in real-time, David talked about The Gap changing its logo. The change set off a firestorm of traditional and social media coverage, and most of that coverage was negative. The entire process from logo change, loud and energetic negative reaction, and The Gap announcing it was keeping its old logo happened over four days.

David asked the audience, “Is there anything you could have done with this?” for Summit attendees to think about opportunities with their own businesses and how they might use an event like The Gap logo change, and he pointed out that the event would have played out differently even two years ago. Twitter, Facebook and other online tools have changed the timeline of how the public reacted to the new logo.

(photo credit: @ContactLab)

Real-time guidelines

David said the way to start the process of real-time marketing is set guidelines in the company that allows for employees to take advantage of, and react to, real-time events. He pointed out that news happens all the time. The CEO might be away at a conference, or it might be the middle of the night, or during dinner after business hours.

To truly implement real-time marketing, the triggering event needs to be addressed immediately, and not have to wait for business hours and approval within the company.

Comments from the Twitter feed:

(photo credit: @mattmcn)

Related resources

David’s blog, Web Ink Now

Improve Your Copywriting with Help from Social Media: 7 Tactics from David Meerman Scott

Lead generation: Real-time, data-driven B2B marketing and sales

Email Marketing Manager: Look past campaigns to boost your career