I posted a summary (Part 1) of my thoughts and experiences at Today’s Gravity Summit on Hill Holliday’s blog. Here, I wanted to share somemore photos/videos and “sound bites” from many of the speakers -- each of whom leverage social media through a different vantage point but harmonically speak similar themes.
Troy Kelly (Arnold Worldwide)
- Advertising 1.0 – all about “The Big Idea” (Don Draper)
- Advertising 2.0 – Technology and the internet enabled us to move beyond a mass audience into a much more targeted base and with measurement
- Advertising 3.0 – Evolve a brand message to a “brand experience” and talk about it in real-time where brands are speaking to customers, customers are speaking to other customers, customers are speaking to the brands
- “While the .com boom had Silicon Valley -- Social Media revolution has its Boston”
Wendy Harman (American Red Cross)
- “Help people prevent, prepare for, and respond to emergencies with social media”
- “Find your business purpose and unique value within the social web”
- “Always know what the conversation is and always ready to respond”
- “If you are providing value, people will come”
Todd Defren (SHIFT Communications)
- “PR, today, is about frequently distributing relevant content via the right channels, to boost credibility and findability”
- “It doesn’t have to be about creating something new but leveraging old content and putting it a format that can be distributable”
- “Social Media is a lot like fishing -- swim with them not against them and don’t over feed the fish”
Josh Levine (Rebel Industries)
- “Being on Twitter doesn’t make you Zappos”
- “If you’re looking for social media to fix your brand, that’s not going to happen”
- “The companies that are doing it right, their employees are empowered.”
Eric Forst (Visible Technlogies)
- “Facebook is now the #1 photosharing site”
- “Not user generated content but more like user generated programming”
- “Social media is a fundamental shift in the way we communicate”
- 25% of the search results that show up for brands are consumer generated
- “If you’re worried about how social networks will monetize, I’d like to have Facebook’s problem: 250,000,000 people. I guarantee I can sell them something!”
- “If you’re allowing someone else to control the perception of what your brand is, you’re in trouble”
- “As an artist, I want to get in front of the conversation and make adjustments based upon the feedback that I’m hearing and how I market to you”
- “In my house they are screens everywhere and they aren’t there for decoration…I am totally wired”
- “I need to be at the center of the flow of the information”
- “Artists today will make a living when they not only embrace social media but embrace all of the ways that people consume music.”
- “I need to hear the voice of the people. I like analytics but I don’t need the data analyzed for me.”
- “Human interaction is actually increased through social media – our DNA is built for us to communicate”
- “the old term citizen journalism is more of a reality today than ever before”
- “ It’s not a question of whether or not social media works – it’s about how you implement, how you execute, and how you apply -- there’s no question of whether or not it works”
Scott Gulbransen (Quicken Online)
- “When you look at social media it’s not just about siloed approaches…we knocked down those walls and completely integrated across channels”
- “It’s not a matter of whether PR or Marketing should drive but that everyone should have a part”
- “We weren’t going to make it about territory, we were going to all move it along”
Christi Day (SouthWest Airlines)
- “At southwest our flight crew is given the freedom to express themselves as employees.”
- “Our employees are our best spokespeople…the more we can enable them to be themselves the better we are as a company.”
- “Our leaders don’t make us go through a chain of redtape to give out answers to customers”
Dave Puner (Dunkin’ Donuts)
- “We knew there are a lot of conversations happening about Dunkin’ Donuts out there and we simply wanted to be a part of the conversation”
- “[our tweets] are not going to go through layers [of approval]. You need to trust the person who tweets”
- “Dunkin’ is a fun brand and when I look at the commercials I see an irreverence and that’s how I try and write my tweets.”
- “A billboard doesn’t talk to you.”
Ramon deLeon (Domino’s Pizza)
- “AOL Instant Messager (status updates) was kinda my Twitter before Twitter”
- “If you can’t be a part of the conversation, you know what? You start one”
- “If this is a bit of a social media storm…a social media fire, I need to put it out with a little social media water”
Polly Pearson (EMC)
- “A brand is a relationship…like one you have with a friend, trusting…genuine”
- “We get it, [people] don’t want to be sold to”
- “I think [social media] is massively underrated – it blows my mind that we’re having debates if this is real”
- “The concept [of social media] is going nowhere and debating it is silliness”
- “Big businesses are going to go out of business if they don’t adjust”
- “The a la cart concept that we now have doesn’t seem to apply to cable -- We’re all paying for bundled content and that is not something that people are going to tolerate”
- “Every business, every one of us, no matter what you do is in the eyeballs business”
- “What these platforms allow us to do is one thing: Scale our customer service”
- “How are billboards the cost they are now when we all have our eyeballs on our mobile devices?”
- “It’s about rolling up your sleeves and getting dirty – there are no shortcuts”
- “The butcher and your grandma’s shoe store didn’t happen in a week”
- “Love the process more than the results and you’ll always win”
- “There is no excuse, if you care about yourself, to not come home and produce content for the things you love – you can sell eyeballs period.”
- “I think people underestimate other people -- People know when you try”
- “The truth is always undefeated – and the truth is being brought to the forefront because of the internet…bad is going to lose and good is going to win and yay!”
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