With an all-day conference like the You Too Social Media Conference, there is so much information, that I can't cover everything. Here is what I will share:
- the high points of each talk I attended
- materials produced by the You Too Social Media Conference organizers and attendees (They maintain ownership of these photos, video, slides, and website content, so contact them directly for permission to use these materials.)
- what I sent out via Twitter during the day, and also some tweets from others attending that further reflect the spirit of the day
As background, you can view the content from the www.YouTooSM.com website from the day of the April 13, 2012, conference in these PDF files:
-
Home – Note who is listed on the home page as one of the winners of the retweet contest! -> Stuart O. Smith, Jr. @sos_jr
I want to thank again the event organizers for inviting me as their guest to participate in the conference. -
Speakers – Be sure to read this to view the bios of the speakers.
-
Sponsors – Thank you to the sponsors for making this conference possible.
You can also follow You Too Social Media Conference 2012 at @YouToo2012 to learn more about the day.
“Mobile Marketing – Today’s Opportunities, Tomorrow’s Challenges”
Opening Plenary - Scott Chapin @ScottChapin of Marcus Thomas @MarcusThomasCle
Scott Chapin presented a great overview of today's mobile world and areas to watch in the future. Watching what is happening now in the following areas will (hopefully) prepare you for tomorrow’s challenges.
-
Don't forget the simple text message. Ask yourself if your target market is using this communication method, then explore how to use text messaging to connect with people.
I suggest you see: http://en.wikipedia.org/wiki/Direct_Text_Marketing -
With the huge growth in tablets in a variety of sizes, the definition of what we mean by mobile, and designing for mobile devices, have changed.
-
HTML5 on mobile – not replacing mobile apps, but does offer new opportunities.
-
Be aware of the evolution of data collection. Scott started the day with what ended up being a reoccurring theme for the conference: Today's professional has access to more data for analytics that can and should be used with more sophistication.
As an individual, you also need to be aware that companies have more data on you – it can be scary! -
QR codes – Often used wrong, but still have great potential to connect your audience.
I highly recommend that you take a look at the facts listed in Scott Chapin's "Mobile Marketing – Today’s Opportunities, Tomorrow’s Challenges" slides. (Scott's slides are also online.)
I'm ready for the You Too Social Media Conference @YouToo2012! ow.ly/1KtmK2#YouToo2012 [pic]: 4sq.com/ID0Ydv
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
If not here follow #youtoo2012 tag and -> RT @YouToo2012: It's almost time to begin!#youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Starting today at @YouToo2012 is @ScottChapin from @MarcusThomasCle. Mobile & analytics is Scott's passion. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
10M+ Number of websites currently running @Google Analytics. Per @ScottChapin from @MarcusThomasCle #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
With analytics now have real time data. Can see what is working as it happens. via @ScottChapin #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Hear from @ScottChapin that @MarcusThomasCle is a @Google Analytics partner. Working in #Cleveland to do more as tools improve. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Mobile is everywhere! GET ON BOARD! Mobile need to be looks at first in a campaign. Per @ScottChapin #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Challenge: To learn more about analytics & use it more! @ScottChapin says to #youtoo2012 attendees: "You are an analyst!"
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
For some people the Internet is Facebook (and only Facebook), so must think social media & be there. Per @ScottChapin. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
"How Target knows when its shoppers are pregnant..." dailymail.co.uk/news/article-2… Mentioned by @ScottChapin. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Everyone (companies) has so much data has on us. It is scary! Via @ScottChapin. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Google+ is late to the game but it is here to stay. It is a good to be there. Plus 1 can impact SEO. Via @ScottChapin. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Thx @ScottChapin for a great start to #youtoo2012 day.
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
“Audience Evolution - Where Does the Audience Find Your Media?”
Breakout #1 - Presented by Michael Pranikoff @MPranikoff, PR Newswire
I liked how Michael started his presentation the way all presenters talking about social media should – by stating that he is not an expert in social media (I and others believe that if someone tells you they are an expert, you should run the other way).
Michael noted that there is a huge increase in the use of video today. This fact, combined with the growth of mobile devices, many of which do not support Adobe Flash video, indicates the importance of using HTML 5 video.
He shared how a YouTube video of an Audi car going through the snow was picked up by Audi company and worked its way into one of their ads.
Also, it is important to ask yourself what action you want visitors to take after reading your content. Be sure your content really is focused on facilitating that action. If the visitor to your site doesn't know what you want them to do in the first section they see, than re-write it!
Michael recommended following three principals - Make your content....
-
Accessible
-
Easy to view
-
Easy to use
Michael identified three areas of engagement:
- Intimacy
- Influence
- Interaction
Rarely Shared | Frequently Shared |
---|---|
Free trials | New data |
Product info | Funny |
Product Documentation | Infographics |
Survey Results |
On a personal note, Michael's list of what people share does mirror what I think I often share. While I am a person who says I am interested in stats, I am more likely to share with others and look closer at the stats if they are in the form of an infographic. I believe it is just human nature to look closer at facts if presented in a visually appealing manner.
Be sure to look at Michael Pranikoff's "Audience Evolution - Where Does the Audience Find Your Media?" slides. Compare slide 17 to slide 18 – today the marketing funnel is now MUCH more complicated!
Choose the communication channels where your audience is located. Your audience will always be in motion, so look where they are going.
See all the ways to contact Michael Pranikoff at: http://about.me/michaelpranikoff
Always good way to start talk by saying your "not an expert in social media @mpranikoff talking about "Audience Evolution" at #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
There is a huge increase of video use today & it must be using HTML5 video if U want it seen!!! via @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
"Guardian open journalism: Three Little Pigs advert" video: youtu.be/vDGrfhJH1P4 Example shown by @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
If the visitor to your site doesn't know what U want them to do in 1st section, re-write it! Per @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
How to get your audience to tell your story via social media? Per @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
39% of search users link search ranking to company prominence. Per @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
77% more views of use multimedia. Also 35% more engagement. Per @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
What type of contact gets more sharing?New data; Funny; Infographics; Survey Results. Per @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Audi R8 commercial - Good Day For A Drive In The Snow. youtu.be/RiA-u4pzGf0 Shared by @mpranikoff. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
“Developing a Best Practices Approach to Social Media Measurement”
Keynote - Chuck Hemann @ChuckHemann, Director, Analytics at WCG
Chuck Hemann started his talk by stating that he is a math geek and not a PR person. Chuck Hemann was kind enough to share his "Developing a Best Practices Approach to Social Media Measurement" presentation video online, so I will not add the notes I took here.
I will say that the point that stood out from his talk is in the video at the time point of 00:27:10. That point is: you must create a Response Matrix for Online Conversation. “Go do that for your company right now!” stated Chuck. See slide 19 Chuck Hemann's "Developing a Best Practices Approach to Social Media Measurement."
Survey's and focus groups are not dead per @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
A Wiki of Social Media Monitoring Solutions: wiki.kenburbary.com per @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Must do this → create a Response matrixper @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
"If you don't have one, develop a SM response matrix tomorrow." @chuckhemann #youtoo2012 ex: lockerz.com/s/200979869
— Chris Sledzik (@csledzik) April 13, 2012
Intel's Social Cockpit: A Command Center for CES Buzz. mashable.com/2012/01/13/int… via @mashable #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Know the goal & only look at reports that matches the goals. via @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Read -> Being Peter Kim: 101 Examples of Social Business ROI. beingpeterkim.com/2012/01/social… Per @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
the traditional media list is "dead" Per @ChuckHemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Need to understand general trends of 90% crucial - but can't scale to that. Focus on 1% and 9% @chuckhemann #youtoo2012
— Sean Williams (@CommAMMO) April 13, 2012
RT @CommAMMO: 1% create content, 9% share 90% lurk and learn @chuckhemann #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Pic says it all. @chuckhemann declaring that Klout, in fact, is not evil. #youtoo2012 #influence #SM lockerz.com/s/200987850
— Chris Sledzik (@csledzik) April 13, 2012
"User Experience Design and How It Intersects with PR in a Mobile Technology Campaign"
Panel Discussion
Panel about User Experience (UX) and Pubic Relations (PR) included:
-
Karl Fast @KarlFast, Professor at Kent State University
Presented on: What is UX?
Slides: http://www.slideshare.net/youtoosocialmedia/karl-fast
-
Stefanie Moore @StefMoore, Professor at Kent State University
Presented on: PR and UX
Slides: http://www.slideshare.net/youtoosocialmedia/stef-moore
-
Damon Herren @DamonHerren, Research & Customer Experience St. Analyst at Metrics Marketing Group @MetricsMrktg
Presented on: The mobile experience
Slides: http://www.slideshare.net/youtoosocialmedia/damon-herren
The biggest take-away I received from this panel presentation is that if companies want to be successful in the online world, they will need to pull talent from different disciplines: PR, marketing, UX, programmers, information architecture, etc.
“Which is more important? The phone or the experience of the phone?” asked Karl Fast. “Engineers build it, UX makes you love it!”
Stefanie Moore stated that UX leads to PR problems (complaints). Professionals who address UX issues in the early development stages will help prevent some PR difficulties in the future. Thus, these are presentable PR problems and demonstrate the importance of having UX as part of project plan.
UX ties into what people are doing instead of what they say they are doing. Stefanie Moore presented how UX professionals use eye tracking and other methods of observation.
Big issue: poor mobile experience! Damon Herren said that the fact that only 64% of mobile users get their tasks accomplished should be a wake-up call for companies who have an online presence. Companies need look at how to better improve the mobile experience.
Damon Herren presented four tips to improve user experience on mobile devices:
-
Know thy user
Understand their behaviors. -
Don't shrink the experience
Instead of shrinking the current website content, companies should prioritize it. This goes back to step #1 about knowing your user. -
Make it finger friendly
Make buttons large enough. Ideal size for a button is 9.2 to 9.6 millimeters. -
Minimize User Input
When online forms are needed, ask for the minimal amount of fields to be completed.
See Damon's slides for some great information on where people are using mobile devices.
#youtoo2012 Panel Discussion w/ @KarlFast @StefMoore @DamonHerren from @MetricsMrktg on User experience design/intersects w/ PRmobile.
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
UXD + PR = Success --> My most anticipated session of the day. #Usability trumps any message, strategy or execution in #PR #YouToo2012
— Chris Sledzik (@csledzik) April 13, 2012
Natural vs Artificial – Where User Experience comes in. via @KarlFast. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
@KarlFast showing #UXD examples a la "Design of Everyday Things" amzn.to/9Qlzh0 Point: #Usability isn't new w/ technology. #YouToo2012
— Chris Sledzik (@csledzik) April 13, 2012
While engineers may create the technology, user experience designers make you love it. - @karlfast #YouToo2012
— CCI Kent State (@CCIKentState) April 13, 2012
Can u imagine your life before your iPhone? User experience is why we love things! @karlfast #youtoo2012
— Pamela McGowan (@pachladis) April 13, 2012
An UX problem leads to PR problem. Via @StefMoore talking about PR and UX. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
You tell 'em @stefmoore!! #youtoo2012 twitter.com/margie324/stat…
— Margaret Stahl (@margie324) April 13, 2012
User focused designed takes the friction out of a consumers experience. #youtoo2012
— Rachel VanArsdale (@RCoristin05) April 13, 2012
40% of people admit to using their mobile device in the bathroom. The other 60% are lying. #YouToo2012 @damonherren
— Zachary Thoren (@ZacharyWThoren) April 13, 2012
Wow... bad mobile user experience and 61% of users won't come back says Google @damonherren #youtoo2012.
— Chris Baldwin (@ChrisCBaldwin) April 13, 2012
25% of the US does not view the web on a traditional desktop PC. #youtoo2012
— Rachel VanArsdale (@RCoristin05) April 13, 2012
The ideal button size is 9 mm on a mobile site, via @damonherren #YouToo2012
— CCI Kent State (@CCIKentState) April 13, 2012
Tip Three: Make your site finger friendly with large enough buttons. @DamonHerren #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
47% of mobile users say they accidentally hit ads. #fatfinger #youtoo2012
— Rachel VanArsdale (@RCoristin05) April 13, 2012
Tip Four: Minimize user input. @DamonHerren #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
RT @RCoristin05: 11% of mobile users admit to screaming at their phone out of frustration with a mobile experience! #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
If it's not it sure should be... RT "@ChrisCBaldwin: Is screaming at your phone a measurable metric for mobile brand analytics? #youtoo2012"
— Diana (@Diapro14) April 13, 2012
Mentioned by @KarlFast: Responsive Design. I have this book with me today: abookapart.com/products/respo… by @abookapart. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Shrinking attention span is an issue: #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Ginny Redish - Letting Go of the Words: Writing Web Content that Works #YouToo2012 @KarlFast amazon.com/Letting-Go-Wor…
— Chris Sledzik (@csledzik) April 13, 2012
Less is actually more in marketing. WhenGlidden paint optimized their palette from 1000s to 300. Sales went up! #youtoo2012
— Chris Baldwin (@ChrisCBaldwin) April 13, 2012
“The Fear of Analytics”
Breakout #2 – Presented by Matt Bailey @MattBaileySays, Site Logic @SiteLogic
People look at standard reports on analytics software and assume that they are important. Matt Bailey challenged us to question whether the reports meet our companies' needs. You must customize analytics reports to show the data your company really needs.
Don't do what Matt described as “Caveman Analytics,” using only the old standard reports of:
- Page Views
- Hits (People often don't know what this means.)
- Top Pages
- Monthly Visits
- Time on Site
You need to write down your company's social media goals and then only look at the analytics that relate to these goals.
Matt then did a good job of defining terms used in analytics. Here are some from my notes:
- Unique Visitor - It is not even a person. If someone visits the same website with different devices, this will be seen as several unique visitors.
- Cookies - Used to track you.
- Visitor Sessions - How many times the website is used.
- Referrals - Know where people came from.
- Bounce Rate - Why did you leave as soon as you got to the website?
- Conversion Rate
Matt also shared some analytics examples. See his slides 28-34 of "Analytics According to Captain Kirk: The 'Red Shirt' Phenomenon." (You don't have to be a Trekker to understand the example and humor.)
Here is photo I took at the conference that I think shows an important formula.
Select this link for information on Matt Bailey's book: Internet Marketing: An Hour a Day
Breakout Session 2 at @YouToo2012: "The Fear of Analytics" – Presented by @MattBaileySays from @SiteLogic. #youtoo2012.
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
#YouToo2012 @damonherren even mobile optimized sites only allow users to do 64% of what they want to on a smart phone
— Tracy Teuscher (@TheBuzzMaker) April 13, 2012
Caveman Analytics: Page views, hits, top pages, monthly visitors & time spent on site @MattBaileySays These numbers mean nothing #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
Data is just data – it is not good or bad. Via @MattBaileySays. #youtoo2012.
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
-> RT @dawgpndgirl: You can clear your cookies all you want, we still know who you are #YouToo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Your goals for your website must be in writing!! Answer question: What do U want them to do on yr website? via @MattBaileySays. #youtoo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Analytics is understanding the value of the action @MattBaileySays #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
Three C's of Analytics: Context, Contrast & Comparison @MattBaileySays #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
Good slide from @MattBaileysays at #YouToo2012. twitter.com/sos_jr/status/…
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Internet Marketing: An Hour a Day [Paperback] by @MattBaileysays: amazon.com/Internet-Marke… #YouToo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
“What’s it all mean? What’s next?”
Wrap up - Panel discussion
- Karl Fast @KarlFast, Professor at Kent State University
- Sean Williams, CEO at Communication AMMO, Inc. @CommAMMO
- Scott Chapin @ScottChapin, Mobile and Analytics Strategist at Marcus Thomas @MarcusThomasCle
- Chuck Hemann @ChuckHemann, Director, Analytics at WCG
The data avalanche is not going to stop. There is more coming!!! Luckily, more tools are hitting the market to assist with analyzing data.
Here's the talk - from Dr. Genevieve Bell: Rage Against the Machine - that @KarlFast mentioned bit.ly/HJ62uG #youtoo2012
— StefMoore (@StefMoore) April 13, 2012
Well said-> RT @csledzik: young as SM R, SM analytics R even younger. @chuckhemann We'll see more tools & sophistication to come #YouToo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
11 hours a day gorging on information. Book: The Information Diet: A Case for Conscious Consumption mentioned by @KarlFast. #YouToo2012
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
RT @brooke_kristen: @MarcusThomasCLE Be sure to check out @ScottChapins #YouToo2012 presentation at slideshare.net/youtoosocialme… #youtoo2012
— YouToo SM Conference (@YouToo2012) April 13, 2012
After #YouToo2012 conference checking out Kent S U. Took summer class here a long time ago, find area where studied. 4sq.com/HAIqqC
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Post#YouToo2012 conference social. Fun people here. (@ Ray's Place w/ 4 others) [pic]: 4sq.com/HEgcQS
— Stuart O. Smith, Jr. (@sos_jr) April 13, 2012
Thx @YouToo2012 for gr8 event 2day. Also enjoyed getting to talk one-on-one to some attendees at #youtoo2012 social. I'm lucky won ticket.
— Stuart O. Smith, Jr. (@sos_jr) April 14, 2012
Reliving #youtoo2012: archived tweetsbit.ly/YouToo2012 ; students podcasts bit.ly/ILAuI2 ; and keynote bit.ly/HTJIQv
— StefMoore (@StefMoore) April 14, 2012
Best #youtoo2012 conference yet. YouToo Social Media Conference 2012 youtube.com/watch?v=C0iwW4… via @youtube
— Jennifer Kramer (@jkrameric) April 14, 2012
Post-Conference Gathering
Thank you again to The Akron Area Public Relations Society of America @AkronAreaPRSA and the Kent State PRSSA Chapter @prssakentf for having me as their guest for the conference and the post-conference gathering at Ray's Place. I put this blog post together as a thank-you and to share with others who could not attend in 2012.
Links
Websites:
Materials from You Too SM Conference: http://www.youtoosm.com/youtoo-2012.html
- http://www.slideshare.net/youtoosocialmedia
- http://youtu.be/C0iwW4vZTks
- http://www.ustream.tv/recorded/21814378
- http://soundcloud.com/youtoo-social-media
- http://www.flickr.com/photos/ccikent/sets/72157629837163983/
RT @csledzik: Check out @ChuckHemann's keynote speech at #YouToo2012 a few weeks back. #ArgyleKnowledgeBombs j.mp/KignN2
— Stuart O. Smith, Jr. (@sos_jr) April 28, 2012
Looking over my notes from @scottchapin talk at #YouToo2012. Found his slides online at: slideshare.net/youtoosocialme…
— Stuart O. Smith, Jr. (@sos_jr) April 28, 2012
Compare slide 17 to 18 from @mpranikoff talk at #YouToo2012. The marketing funnel is now MUCH more complicated! slideshare.net/au1153/audienc…
— Stuart O. Smith, Jr. (@sos_jr) April 28, 2012
Thx! RT @csledzik: @sos_jr Here's some good #YouToo2012 resources: j.mp/Ibz0n8My post shld be here soon: j.mp/IfJRQE
— Stuart O. Smith, Jr. (@sos_jr) April 28, 2012
Created a @YouTube playlist of the @YouToo2012 Conference & 2 vids shown by @MPranikoff at the conference youtube.com/playlist?list=… #YouToo2012
— Stuart O. Smith, Jr. (@sos_jr) April 29, 2012