summary of incite summit: west 2014 told through quotes and tweets
DESCRIPTION
As part of Proscape's collaboration with Incite Marketing and Communication on the mobile app for their Incite Summit: West event, we had the pleasure to moderate a live twitter feed that displays real-time on a page in the app (and displayed prominently at the event site. By handpicking some of the most revealing tweets (and adding some direct quotes), we are able to provide a summary of many highlights from this event. The quality of panel members at the event was outstanding and most of these quotes are pure gold for marketers looking to gain an edge for their business. Incite Summit is an event where CMOs and senior brand leaders gather to talk about their central challenges so they can succeed in an ever-evolving, fast-paced industry that is dominated by technology and controlled by the customer. Each talk avoids Power Point slides and just focus on meaningful discussion, so you never know just where the dialogue will go. This creates some very "tweatable" moments.TRANSCRIPT
13-14 May 2014
Summary Told Through Quotes and Tweets
“21st Century CMO’s will be customer-hugging data geeks with a flare for delivering dynamite experiences
- Mary Gilberthttp://www.kinanda.net
Customer Centricity in Action: Use Proximity to your Customer to Deliver More Effective Marketing
John Graham, Align Technology, CMO, @dfrankland
Bob Stohrer, Yahoo, SVP Brand Creative, @yahoo
Jonathan Becher, SAP, CMO, @jbecher
Yahoo's customer care now lives within the marketing department b/c there's so much cross-over Bob Stohrer: Yahoo's mission is to make the world's daily habits inspiring and entertaining
Marketing has to glue all the fragmented pieces of a company together for the customer. Is marketing the new silo buster?
75% of product ideas are coming from crowd sourcing. @jbecher: Thinking about the customer as a community member, parent, sibling, etc. helps put the customer journey into perspective
"The funnel is too focused on a single transaction." Focus on the experience & building the relationship. @jbecher
Turn Your Brand into a Publishing PowerhouseBen Huh, Cheezburger, Founder and CEO, @benhuh
Jonathatn Anastas, Activision, Global Head of Digital @janastas
Alan Elias, Wells Fargo, SVP Communications, @alaneliaswf
Jeff Greenler, Monster, VP Global Brand Marketing, @jgreenler
Adam Weinroth, Onespot, CMO, @aweinroth
Increase engagement by re-purposing content and giving the audience the chance to put their own print on it is key @benhuh Stop dissing Millenials! What makes them different makes them better. (Paraphrased) @benhuh The ROI of content is getting better @benhuh
Experiential marketing creates unskippable content...events 4 thousands become events 4 millions. @Janastas Brands can create the framework of content and then their users can push it out and make it their own
Experiential marketing IS content, treat it that way
We treat content creators the way we used to treat the professional press. @janastas @Janastas - repetition is key... use the same message w/ slightly different wording over and over to reach the customer Think about the audience first and work backwards from there- who are they? how can we reach them? THEN think about content.
The Evolving Role of the Chief Marketing OfficerIvan Wicksteed, Old Navy, CMO, @ivanwicksteed
70% of @OldNavy 's shopping experiences start on mobile - @ivanwicksteed Amen @ivanwicksteed: The best marketing opportunities are with brands that have a heart or stand for something. Most important quality for anyone on @OldNavy CMO @ivanwicksteed's team: Curiosity
@ivanwicksteed reiterates that engaging employees as advocates of the brand is a huge opportunity. Experiences and events are where the shareable content comes from - @ivanwicksteed Brands are building in house creative studios now - @ivanwicksteed
Use Multi-Channel Marketing to Cut Through to the CustomerHeather Oldani, McDonald’s, Head of US Communications
Loren Simon, Walmart.com, Senior Director of Online Marketing
Steven Center, Honda, VP Environmental Business Dev
If you're a brand that has an offline presence, it's imperative that the experience offline is as great as online - @McDonalds @Walmart: we would have been better off focusing on digital and making our site better years ago for customer service purposes
Don't just use a channel because it's there, make sure it serves a purpose and can be used well before trying it
@Heather04: Segmentation goes beyond moms, dads, millennials. It's far more granular and channel-specific.
Steve center from honda says when user opts out of emails they are basically saying drop dead Robust segmentation of Honda's 30 million customer database = #secretsauce. They know when you're ready to buy a car.
Build a "High Def" Picture of your CustomerAdriana Llames Kogelis, Sears, VP Digital Media Marketing, @adrianallames
Ann Semeraro, Ask.com, Sr. Director, Consumer and Market Insight, @annsemararo
Dr. Greenstein, InvetioBrains, Founder/Chief Innovation Officer, @DRG
A leading brand is clear about who they are and why they exist. There must be a clear value proposition - @annsemeraro
If you're occupied with who owns the customers, no one is actually paying attention to them- so get over it! @annsemeraro
Middle ground: consider a synthesis of qualitative and quant data for the insight Aha!
Having researchers visualize data about customers helps other members of the cross-functional team extract insights - @drg Get different business teams together in a room and have them create their vision of the customer to get on the same page
Learn Fast, Act FastHeather Hopkins Freeland, Facebook, Head of Global Marketing and Communications, @hhfreeland
Rajesh Parekh, Groupon, Head of Data Science, @groupon
Facebook's Head of Mktg @hhfreeland "loves to geek out on real-time data to find real-time stories. We're in a world where brand marketers are shifting to a performance-based marketing strategy - @hhfreeland
We work in open environments and our teams are small and cross-functional to allow us to act fast and agile @Facebook
Building Truly Unique and Engaging Customer ExperiencesCammie Dunaway, Kidzania, CMO, Kidzania, @cwd8
Arra Yarganian, One Medical Group, CMO, @tonkazona
@cwd8 makes a great point that owning mistakes and making them right for customers can be a creator of long term brand loyalty Cammie Dunaway "it's a great time to be a marketer - even small companies can achieve great things” Consumers want to know the people behind the brand- "human to human" is imperative in marketing @cwd8
It's important to listen and look for opportunities to exceed expectations- that's what creates loyalty @cwd8 @tonkazona: Great brands are transformative. They find a way to make consumers be their advocates. Marketers: “Talk to the engineers” and the other functions in your business to build truly engaging cust experiences - @cwd8
EVERYEONE must carve out time in their schedule to personally interact w/ customers- no matter what your title @cwd8
Brilliant marketing can't overcome a crappy product. Marketers must be involved in crafting the prod/srvce experience
Shift from Campaigns to Engaging StoriesMichael Lacorazza, Wells Fargo, SVP Brand & Advertising, @lacorazzam
Dan Kimball, ThisMoment, CMO, @dmkimball05
Jeff Greenler, Monster, VP Global Brand Marketing, @jgreenler
Dan Kimball says have clients tell the stories to engage. Everybody wants recognition, right? Employees can be great brand ambassadors. If you create an environment they want to be in, they'll let the world know
Storytelling is a delicate balance with risk and trusting your users and employees to make smart decisions @lacorazzam
User generated content is a chief focal discussion point in modern marketing and storytelling
Fun fact: The monster of @monster has a trumpet-styled nose to represent the company's "trumpet your job opportunities" mantra What % of #InciteSummit attendees feel brands should shift from campaigns 2 stories? 100%!
Collaborate Better: Present a Seamless Experience for the CustomerRob Wait, HP, VP Marketing, @hp
Deb Escher, Digital Marketing Web Strategy and eCommerce, @debesher
Edwin Lee, MediaMath, VP Client Expansion, @mediamath
To encourage a culture of innovation you have to embrace a culture where it is OK to fail @DebEscher @Tmobile You must carve out time to think strategically about innovation- it won't just come to you in the 5 mins you have between mtgs Re: How you want to portray your brand, @DebEscher says "Have a point of view and be consistent with it”
To breakdown internal silos: get executives on board, change everyone's to-do list, and read from the same road map Everyone has a different roadmap for the customer experience- make sure you're all reading the same directions - @RobWait
Day 1: Twitter Wordcloud
Day 2: Twitter Wordcloud
Search for #incitesummit on twitter for more than 500 additional tweets about this event