I attended the final panel of Social Media Week here in New York, moderated by John Abell, the New York Beaureu chief of Wired.com. The panel consisted of Ian Schafer of Deep Focus, Brian Morrissey from Adweek, and Gary Vaynerchuck, of "Gary Vaynerchuck" fame ;)
Below, some unfiltered notes:
- The end-goals of a brand haven't changed, just new tools.
- "Here's a Brand Strategy: Care" - Gary Vaynerchuck
- What's your DNA, what's your value statement. This should live across your SMM channels - Ian Schafer
- Newer brands are having an easier time adopting SMM (strategy, voice, process) than established brands. Zappos, Endless, Etsy; it's baked-in. (Coke was ridiculed for their efforts in SMM)
- Zappos company 360 page Company Culture book (note to self: check it out)
- "Much like brands were talking about building their Email / Registration lists five years ago, they should be building their Communities now" - Ian Schafer
- "People use Social Media not to connect with Brands, but to connect with Each other" - Brian Morrissey
- Case in point, that Nike + allowed people to challenge each other, for cities to challenge cities, in running -- Nike simply created the connective tissue. Didn't even have to invest in advertising against it.
- "The Agency is the Record Label, they're stuck in the middle" (between Brands and Social Media) - Ian Schafer
- As you're adopting your SMM strategy, map out Who You Are as a brand, what would you do and what wouldn't you do. If you make a false claim, people will call you out.
- (I was reminded here of the simple analogy - if your Brand is a person in a room, how would they act? And using that model to drive your SMM voice)
- "Much more important than Twitter.com is Search.Twitter.com" - Gary Voynerchuck on Listening.
- Brian Morrissey, however, cautions that "listening can become a 'Marketing Fig-Leaf'" (great term)
- "Fly Ball Effect" - Various groups at a Brand say they're in charge of SMM, saying they got it, and the ball falls between us. (sounds familiar)
- Luxury and SMM: consider having/creating the conversation away from the brand. But still engaging the specific community in that conversation, the community that deserves your content (like the 10 most influential bloggers on ... high end watches, for example).