Key Takeaways from Alterian’s 2010 Engaging Times Summit

19Aug10

Alterian hosted a conference in Chicago this week focusing on “The Socialization of Your Brand”.  SVPs, CEOs, CMOs and the like from major organizations (i.e., Walgreen’s, Olgilvy, Edelman, WOMMA and Acxiom) shared case studies on how they are extending and expanding their brand’s social and emotional connection in a cross-channel manner.

Because this event was so fantastic, I have collected some of the best takeaways and attendee tweets from the conference to share with you.  I do not know who to attribute each point to so if you do please let me know in the comments section below.

I hope these bits of information inspire, inform, and entertain your social media senses:

• You can’t control the conversation, you can only join it
~ Don Peppers, Co-Founder, Peppers & Rogers Group (@DonPeppers)

• Online is the #1 channel used during the day when consumers are choosing where to eat
~ Jennifer Demarco Herskind, AVP of Marketing, Dave & Busters

• Measure success through engagement, not number of fans
~ Jennifer Demarco Herskind, AVP of Marketing, Dave & Busters

• When using social media for customer service, plan to address negative comments

1. Respond Quickly
2. Take the conversation private: i.e., ask the customer to DM you their email address or provide them with a phone number of a person to contact directly regarding the issue
3. Provide a concrete resolution

~ Jennifer Demarco Herskind, AVP of Marketing, Dave & Busters

• Understand how and where your customers are using social media
~ Donna Rossi, VP, Global Customer Experience Management, Western Union

@WesternUnion ’s corporate guidelines for SM – Take responsibility for what you post. #Alterian2010
~ @MichelleRTaylor

• Optimize the business around the customer: Always think about ways to increase customer service, not sales

@daveandbusters could wipe their photography budget clean and start using fan uploaded pics for ads #alterian2010
~ @ADMAVEN

• Social media is all about stories and the people who tell them
~ Monte Lutz, Senior Vice President of Digital Public Affairs, Edelman (@MonteLutz)

• 97% of people have their mobile phones within 3 feet of them 24 hours a day
~ Monte Lutz, Senior Vice President of Digital Public Affairs, Edelman (@MonteLutz)

• In social media, your employees define the personality of the company (but only if management empowers the talent)
~ Monte Lutz, Senior Vice President of Digital Public Affairs, Edelman (@MonteLutz)

• Consumers want interaction, not interruption

• Success starts small and with understanding who owns social media within the company

• “You can’t take something bad off the Internet. That’s like trying to take pee out of a swimming pool.” – From Grant Robertson, blog post, May 1, 2007
~ Don Peppers, Co-Founder, Peppers & Rogers Group (@DonPeppers)

• “social media is like a cocktail party. Some guests initiate discussion, others hang on, the rest just listen” #alterian2010
~ @jackielamp

• Being social means getting other people involved (i.e., your customers!)
~ Don Peppers, Co-Founder, Peppers & Rogers Group (@DonPeppers)

• Social Media Marketing is inevitable – early mover advantage is huge in the new mindshare grab #alterian2010
~ @avanzyl

• There is no “EASY” button on social media and customer engagement – have to plan, have agility #alterian2010
~ @DonPeppers

• If it’s not spontaneous, it’s not authentic
~ Don Peppers, Co-Founder, Peppers & Rogers Group (@DonPeppers)

• Start intercepting customer complaints before they become customer complaints
~ Don Peppers, Co-Founder, Peppers & Rogers Group (@DonPeppers)

• As technology advances, so does its impact
~ Anita Baker, Senior Manager, Database Marketing, Cisco

• The 3 Stages of Personalization:

1. Based on what customers BUY
2. Based on what customers DO
3. Based on what customers SAY

~ Kathy Hecht, Chief Marketing Officer, American Greetings Interactive (@kathyhecht)

#alterian2010 @stanrapp “Wish it would have been called responsive media, not social media. It would get more respect in the board room.”
~ @gillum

• Our human nature is to be social. Technology injected that with steroids. #alterian2010
~ @AmandaDeVito

What are some of your favorite social media points/quotes/phrases?

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One Response to “Key Takeaways from Alterian’s 2010 Engaging Times Summit”

  1. Thanks Catherine! Though I work for Alterian…..I was unable to be at the summit so I’m so glad you gathering the best of the best tidbits for me to read through. I hope you had a great time! I know Alterian throws a great party!!!


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