“Social and Mobile are Eating the World” – Inbound Marketing Summit 2012

It was with that quote that Inbound Marketing Summit NYC began, on a crisp, clear February day.  Inbound Marketing Summit, or IMS, is a 2 day conference, combining digital, social, and mobile marketing, and it made its first foray into NYC with this year’s conference.  Unfortunately, I was only able to attend Day 1 of this incredible conference, but wanted to bring you my thoughts on it.

With speakers ranging from Chris Brogan, Laura Fitton, Trip Kucera, and Barry Libert, we were provided with cutting-edge content and real world case studies from some great companies, including Nike and Alure Home Improvements.

The morning began with a keynote speech from Barry Libert, Founder of OpenMatters, where he discussed how Nike has radically changed their marketing strategy, and is going where the customers are – social and mobile.  It was eye opening, when Libert spoke about degrees of separation, and how just one degree of separation could equal 11,000 people!

This led right into Trip Kucera’s talk about the hidden sales cycle, and how companies are using social media for demand generation.  Kucera is a senior research analyst with The Aberdeen Group, and discussed how the best-in-class companies are integrating social media with existing channels, and how they are much more likely to be listening to their customers than the average businesses.

In addition to case studies of some of the biggest companies, we learned the 7 Rules for Content Marketing from Allen Bonde, CMO of The Pulse Network (the IMS Sponsor).  These rules include:

  1. Teach – Make content educational.  Think in episodes;
  2. Tap experts – Use thought leaders, whether from your community or not;
  3. Totally easy – make it dead simple to subscribe to the content, to share it, and to contribute to it;
  4. Translate – Repurpose each piece of content;
  5. Takeaway – make sure there is a clear message and clear call to action;
  6. Track – analyze how users consume, and share your content, and encourage link building; and
  7. Think Transmedia – bridge the on-line and off-line worlds.

There were also panels on Email Marketing, which included panelists from Constant Contact, Sprinklr, and The Pulse Network.  But the highlight for me was the appearance of Chris Brogan, whose afternoon keynote, Cultivating Visibility: How to Amplify the Human Digital Channel made every great speaker even better.

I will admit, Chris Brogan is an idol.  He is one of the idols I was talking about (although not mentioned by name) in my article, Our Idols are Only People.  I have read just about everything he has written, and am a long-time subscriber to his blog, and he brought that same brand of irreverence to the IMS.  We got to listen to him speak about how we need to make our customers the hero, and we do this by sharing their stories, since they really don’t care about us.  We learned that we need to cultivate visibility, since attention is currency in this new medium.  And by cultivating visibility, we earn leverage with our supporters.

Finally, he synthesized what had been said all day, that we must reach people where they are.

To me, IMS was a great success, and I look forward to next year, when they promise that it will be bigger and better!
Did you get an opportunity to visit the Inbound Marketing Summit?  What did you think?  Who were your favorites?  What could have been done better?

Author:

Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you.  He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line.  EsquireTech Solutions brings the social web to your business.  Visit EsquireTech Solutions or call 516-495-9107.

Resources:

My E-Mail Nightmare

E-mail Enters My Life

I remember my early days using e-mail when AOL.com was the way to go. As technology advanced replacing dial-up connections, AOL fell out of favor by professionals who needed higher speed Internet access and a connection that did not tie up a phone line. After AOL, I subscribe to Yahoo! and was totally loyal for numerous years. I had one e-mail address and one address book with all my contacts listed in it. But then technology intervened again and that is where my nightmare began. I got a website. In the earlier days, it was considered essential to have a POP account for your business e-mail address. Businesses with websites only wanted to promote their own URL not AOL.com, not Optonline.net, not Yahoo.com or even the yet to come Gmail.com. (That business guideline seems to have slacked off a bit of late with many business owners using their G-mail addresses. I am not sure why, though). So we all went through the gymnastics of converting our simple e-mail addresses from their servers to the servers that hosted our websites to convert our e-mail addresses into a POP accounts.

An infographic of the history of e-mail

An Infographic of the history of e-mail @ 2011 Mashable,com

Entrepreneur versus Business Owner

As an entrepreneur, or a one-person band, one is allowed a bit more latitude. One could get away with the generics, AOL, Optonline, Yahoo! and Gmail. But when a solo-preneur becomes a business owner with staff and departments, each section and even person needs an address. Thus contacts like these: admin, sales, info all @mycompany.com become necessary, if not indispensable, so that everyone’s mail does not go to the same mailbox. In addition, an entrepreneur, like myself, might have more than one venture simultaneously and want to look more professional on the Internet. That situation also requires or leads to the need for POP addresses. Me@mycompany.com, @my2ndcompany.com, @my3rdcompany.com are all examples of this. So it went. So it still goes.

G-mail Arrives

When Gmail came out, everyone had to have a Gmail.com e-mail address, myself included. Gmail was claimed to be superior and had more features than Yahoo!. So I decided that since I had various e-mail addresses on various Internet Service Providers (ISPs) already (Optonline and Yahoo), a Gmail address would help me separate and organize my business activities and influx of information. My AOL address was long gone, replaced by the faster, user-friendlier Yahoo!.com. The newer account, with it increasing number of mailbox folders had quickly gotten totally overloaded by the time Gmail became available. But I kept Yahoo!, deciding to trim it down to use for e-mail coupons, deals and offers, primarily. My business e-mail, those that did not need immediate attention, went from my Yahoo! account to my new Gmail address. The urgent e-mails from clients that needed immediate attention stayed as POP account(s). Once I figured out how to set them up by coordinating them with my web hosting company, I began to check them several times a day. Things were going okay. But then the nightmare really began when I went on vacation for a week.

My Introduction to Social Media

This was in the early days of my introduction to social media. I signed up for every venue I encountered. I was curious and wanted to learn as much and as fast as I could. When I came home from my one-week vacation, I was greeted by 500 unread e-mails on my new Gmail.com address. ‘Ahhhhhh’, I screamed to myself, and uttered, ‘this is NOT working’. So my next brilliant idea was to make separate Gmail accounts, one for each business categories and various personal identities. That came to a total of about ten accounts. Each had to be checked separately. That made the nightmare worse. As an attempted solution to the flood of Gmail, I tried opting out of many of the social media venues as I became more selective about what I really needed to know.

OS X Lion image

A MAC LION OS X logo © guardian.co.uk

An Organic Viewing Hierarchy

Then I got a new hard drive. Several things emerged that relieved some of ‘the e-mail nightmare’ with my new Mini Mac operating system MAC OS X Lion. An organic viewing hierarchy emerged. It had a natural rhythm that guided me in viewing each group of e-mails:

• First, are the POP accounts, now accessed from my web-mail account since they no longer show up on my Optimum Online ISP. They easily get the attention they need several times a day as priority business related, time sensitive communications.
• Next, I visit the original Gmail e-mail account. Just to make things even more mysterious but easier for me, when I click the Gmail icon on my Google Chrome’s browser ‘s Tool Bar only this original, primary gmail.com address shows up. Actually this poltergeist has helped me. This e-mail address, which used to receive entries like mating bunnies, has gone from hundreds of e-mails a week to a very manageable number that I can check every day or so.
• The Yahoo!.com e-mail account has a lower priority since it is primarily for coupons and deals (as mentioned earlier).  So I view this account once a week before I go shopping.
• Lastly, I view the Gmail.com e-mails which some how took on a life of their own on my new hard drive and now reside where the POP accounts used to be set up as POP accounts on Optimum Online (my internet service company). I have no idea why or how this happened. Since I have learned to go with the flow with my computer and try not to paddle upstream, I let it be. It has taken me over a month to switch the 10 separate e-mail addresses into one comprehensive set of files. Most of this e-mail is very low priority info and only needs to be viewed a few times a month unless a particular communication is expected.

No, The Nightmare Is NOT Over

‘So where is the e-mail nightmare? This is more like a comedy of errors’, you may be impatiently asking at this point. It does sound like I have reached a workable solution within the insanity of having so many e-mail addresses. Well, here comes the kicker. Each ISP, (Yahoo, Optimum Online, Gmail), has its OWN address book, not to mention my eNews venue, Constant Contact which also has its own. If you are savvier than I am, you might now say, ‘again no biggie’. Just merge all your address books into Plaxo or a similar application. Well, believe me, I have tried and tried and tried. I have exported, imported, merged, attempted to delete duplicates and so on. My attempts have led to utter failure. Half the time I just end up going to my Rolodex. Yes I confess I have resorted to a 20th century technology.  In fact, I have two Rolodexes as well as a saved drawer full of faded cards that are older than the hills. But I keep them just in case (of what I don’t know).

the struggle between Email vs. Social Media for Donimance

I Prefer Social Media to Email @ Bing.com

I Prefer to Use Social Media

Most of the time, I just want to communicate through social media, message or chat on facebook, post on my pages and in my group, tweet on twitter, comment on LinkedIn, Skype or use some other form of video. In fact, sometimes I still talk on the phone. I daydream about eliminating e-mail altogether. Ah, now that’s an idea and if I had my way, I would discontinue using it. But I can’t yet. Perhaps, one day e-mail will go where snail mail is going. Bye!

A Call for HELP

Therefore, I plead with my readers. Somebody please, HELP ME with my e-mail address book nightmare. I am powerless over this mess that has taken over my administrative affairs. If anyone has any suggestions or ideas on how to consolidate all my systems so I can have just ONE address book that:
• can easily be kept up to date
• does not allow duplicates
• is accessible from any of my e-mail ISPs
• will work with my eNews program and any other programs I might use
I implore you to show me the way. Is there a solution to this part of my e-mail nightmare so I can have ONE seamless address book system? Or will I be able  to abandon e-mail altogether and enjoy social media for ALL my online communication? Actually, it is not a bad idea but is this still too far ahead of its time.

AUTHOR:
Alison Gilbert is the Digital Age Storyteller and a photojournalist. She is a regular contributing author to DBME and, when time allows, to other blogs as well. She is the owner of MARKETING BYTES Business Marketing Solutions. She has been a marketing pro and designer for over three decades.
Alison has a ProTeam of experienced marketing, design and writing professionals offering the latest online marketing technology, social media, graphic and web design, illustration, photo and video, content management as well as the best of traditional advertising. Her client base has covered just about every commercial industry.
MARKETING BYTES specializes in local/small and start up businesses with a boutique (very personal) approach to client service. Although located on Long Island in New York State, Marketing Bytes can serve clients everywhere there is Internet access. Visit our site, Marketing Bytes, one of our facebook pages, Marketing Main Street USA, our facebook group, Local Biz Is The Solution, and the Marketing Bytes Blog. To contact us:  e-mail or call 516-665-9034 (EST, NY, USA).

SOURCES:
ISP POP/IMAP Accounts
The History of E-mail (Infographics)
AOL E-mail
YAHOO! E-mail
GOOGLE e-mail (Gmail)
Optimum Online
Ditch email? Boost lead conversion rates with social media
Is Social Media Impacting How Much We Email?
The Question of Email vs. Social Media: 4 Reasons Why Email is Still Relevant

IMAGES:
The History  of E-mail (Infographic)
I Prefer Social Media to Email

VIDEO:
Social media toevoegen aan e-mail (The video Is in English)

Long Island Goes Local: The Kioli Business Summit 11.3.11

Alison Gilbert's DBME press pass

Alison Gilbert's press pass © DBMEi.com

As one of the original contributing authors and business supporters of Digital Brand Marketing Education, I received proof of my proudest accomplishment the other day in the mail, my PRESS PASS. I tried it out, wearing it around my apartment and even wanted to wear it to sleep on my pajamas. But reason overtook excitement. I decided to wait until this past Thursday, November 3, 2011 for its first official outing, the Kioli BUSINESS SUMMIT at the Inn at New Hyde Park on Long Island.

Kioli ID tag © Kioli.org

Kioli Exhibitor ID tag © Kioli.org

I am no newcomer to events such as this having attended tradeshows, workshops and seminars as far back as the days when the Coliseum (New York not Rome) was home to NYC tradeshows and the Jacob Javits Convention Center was merely a cruise ship sized dream for becoming the primary host to the world of vendors and buyers for many, many industries.

After four hours at the Kioli Business Summit, including my eating a delicious lunch, listening to seminars on ‘Growing Sales’, ‘Banking, Borrowing & Investing’ and ‘Social Media & Search Marketing’ as well as attending an on-going networking tradeshow, my tired feet insisted that it was time to call it a day.

The previously scheduled Happy Hour was canceled due to a wedding that took precedence over continuing our celebration of LI Business. The news of this came as a mixed blessing, relief to my tired feet but disappointment to my boundless networking energy.

What is Kioli? To quote the November 20th, 2008 edition of The Long Island Press, it “is a catchphrase. An acronym to be more exact. It is a philosophy and a movement. It stands for Keep It On Long Island, but it means many things. (Kioli has actually become a verb as well as an acronym. To kioli means,  ‘to keep it on Long Island’.

Kioli defined

Kioli defined © kioli.org

“It means keeping our money here where it cannot be manipulated by treacherous Wall Street investments. It pleads with consumers to spend money in local businesses that are owned by local residents. Businesses founded by investments made by Long Islanders that result in profits staying here and circulating through our economy. It is a movement that dreams of providing our children with affordable housing alternatives and productive skilled employment. It is a notion whose time has come and Kioli.org is where it resides.”

LI Press

LI Press Logo © LI Press on facebook

The Long Island Press, a free weekly Long Island based newspaper distributed through out the Island and dedicated to “informing, entertaining and educating the opinion leaders of Long Island”, is the founding member of KioLi.org. “In the fall of 2008 a handful of companies, both for profit and nonprofit, came together to form a movement called ‘Keep It On Long Island’ (Kioli) for the purpose of stimulating business in the local economy. In 2009, the movement found a home online at http://www.kioli.org. Today these companies are known as Kioli Founding Members . . . .”

They are Alure Home Improvements, Farmingdale State CollegeSchwartz & Company,  Sperry Credit Union, MCL Dental Lab, Cactus Salon & Spa, Men On The Move.

Since its beginning three years ago, Kioli has been busy, very busy with the business of keeping business alive and well on Long Island. This is a serious challenge due to both the cost of living to stay here and the fact that jobs are hard to find because businesses here have been compromised by the current economic crisis.

Long Island is no exception to the hit our nation has taken. But there is a palpable ‘kioli’ spirit in the air. It is my opinion that this spirit was well represented at the Kioli Business Summit. I felt the spirit present in the amount and types of businesses, nonprofit organizations and business people who define LI for me.

Photo-of-Items-from-Kioli-Summit

Photo of items from Kioli Business Summit © Phil Jacobs

As I collected dozens of promotional items, exchanged innumerable business cards, introduced myself and shook hands with my fellow business owners, I had the opportunity to experience and feel this spirit at work, in the flesh, for the first time. I realized the foresight and dedication the original founding member businesses had.

Most importantly, I came to understand how both consumers and businesses on Long Island must think and stay local in order for Long Island to survive. That is what ‘Keep It On Long Island‘ means. Everyone on Long Island has a stake in this.

Fortune 52 Event Oct 17, 2011

Fortune 52 Honoree Event Oct 17, 2011 © LI Press

Even a major national social media company, Constant Contact, that is not Long Island based has provided us with a direct, full time and in-person link to the heart of their products. Ellen DePasquale, was a Kioli Summit speaker  in the afternoon  and a Kioli participant, giving a seminar at SUNY Farmingdale (a Kioli founding member) in the morning.

Best of LI 2012

Best of LI Competition 2012 © LI Press

The Long Island Press, Kioli’s founding member, plays a huge part in ‘kioli’ daily. In addition to its weekly publication both online and on paper, it is host to and reporter of many local activities. It adds an extra spark to the mix with its ‘Best of Long Island‘ yearly competition and Beverly Fortune’sFortune 52‘ and the honoree events. Felice Cantatore, Executive VP, bears highlighting as well. When he is not representing the LI Press or boxing, he is the ‘poster man’ for Kioli. I see him at every LI Business event I attend. And I am sure he goes to many more.

With the ability to travel from one end of the Island to the other in under two hours (depending upon the traffic) and in seconds (depending upon the cooperation of the Internet, WiFi and 3G), Long Island is in the process of becoming one business community. Although it is comprised of two counties (actually four if you count Brooklyn and Queens) and countless municipalities, towns, villages and cities, those boundaries are fading and in my opinion need to continue to be replaced by a sense of one common goal, Kioli.

Nonprofits at Event

'Giving is Good Business', Nonprofit Organizations at the Kioli Event © Phil Jacobs

Common concerns and cares as well as a love for the life that we have here on Long Island are partly what glue us all together. With the extraordinary assistance of skyrocketing technology, we are becoming one. Not only does Kioli serve to ‘Keep It On LI’, but these types of gatherings and movements also strengthen that intention and further the unification of LI into one local business community. Kudos to Kioli, its founding members, its present participants and activities, as well as its energy in working towards this economic lifesaving destination.

SOURCES:
Who Cares About LI?  Kioli Business Summit Announcement

Kioli Business Summit
Keep It on Long Island
About Kioli
The Long Island Press
The Founding of Kioli.org

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