EpikOne and Champlain College’s 3rd Online Marketing Bootcamp opened eyes and provided both the strategy and tactical guidance for interactive marketing pros – all here in our backyard of Burlington, Vermont. Propeller represented well with our crew present all week.
Dr. Elaine Young of Champlain (Social Marketing Maven) setup a Tweme (Twitter group) for people to post their impressions throughout the event. I can’t say that I fit the Twitter user profile, however If I were age 15 and maestro of the cell, I might have entered:
> Dave Winslow from EpikOne. MC and driving force behind the event. GA Dude.
> Dave: design democracy via testing
> Dave: segmentation clustered with unique paths/offers
> Dave: changing media buying to media investing, where investment principles are applied to marketing decision. Analytics provides the measurement for ROI
> Dave + flip flops + bike = leg in cast
> Avinash Kaushik from Google makes analytics “sexy cool”? Occams Razor. Job title : Analytics Avangelist…
> Avinash > Bounce Rate > “They came, they puked, they left.” Key metric to keep under 50% with less than 25% ideal.
> Avinash > Segmentation: “Data in aggregate is crap”. Just seeing that X visitors came to your site is useless without the context of the source and behavior. Use to measure long tail value.
> Avinash > Surveys. Big surprise to everyone. Most annoying and poorly designed survey – 24% success rate. WOW. On-Exit surveys very very powerful tool to gather information from the user you’re targeting. Tool to combat the HPPO and test assumptions.
> Survey tool: 4 square
> Champlain College is one beautiful campus. Food is amazing. I want to go back to school.
> Pizza rocks
> Alec Newcomb from MyWebGrocer
> Alec: Time spent online: 30%-40% yet only 9% ad$ spent on online tells us that much more spend is coming.
> Alec: 82% of iPhone users browse Web on the device. GPS enabling will make local/geo targeting super relevant.
> Alec: Social/Consumer generated content providing ad space inventory.
> Alec: Average age on social networks: 34. Badge value for marketers key tool.
> Mark Boujould – from EpikOne : ONLINE ADVERTISING
> Mark: SEO – no change in the rules
> Mark: Inbound links and PageRank: Link harvesting via competitive research: compete.com
> Mark: Value of Google Webmaster tools to see what Google sees in your site.
> Mark: SEM/PPC: Google owns over 75% of online ad spend feeding over 90% of Google revenue.
> Mark: Email: Still incredibly effective on an ROI basis
> Mark: Email: Use the service providers with built-in testing, reporting and to ensure delivery. Link tag.
> Efe Cimrin – from EpikOne : SOCIAL
> Efe : Threadless.com models the power of open source/social with a company that pulls its product and consumers from its own social network. Recently on cover of Ince: http://www.inc.com/magazine/20080601/the-customer-is-the-company.html
> Efe: Difficult to manage – similar to value of brand. Loyalty and WOM marketing. SEO
> Efe: Break.com – ad supported model profiting by pulling only the good user generated video.
> Efe: Social Resources: Kickapps, Pluck.com, Ning
> Efe: Social analytics: “persistence of engagement”. Social tracking: Socialmedia.com, techrigy
> NOTE: The word “recession” only mentioned by someone noting that its not affecting this group. Probably propelling it.
> Paul Skarvinko from Epik : GOOGLE ADWORDS
> Paul: GA trackable 800 numbers: Mongoose Metrics and Adwords offers its own: Google to find.
> Paul: Competitive intelligence: use adguru.com or compete.com
> Paul: Local geo targeting
> Paul: Pay per action (still in beta) : don’t pay unless visitor converts
> Paul: Google’s expansion into media buying/placement: game changer.
> Note: The lack of traditional ad agency representation at this event: must be busy digging their sand holes. Good.
> Dani Giandomenico – from EpikOne : USABILITY
> Dani: Digs Optimus Prime and Theory
> Dani: Robert Rubinoff: Usability is a balance of Branding, Usability, Functionality, Content
> Dani: Ethnography (new word for me) – anthropological focus on ethnic groups. Applied here to creating personas (again, Segmentation).
> Dani: Comedian
> Dani: F Pattern & Jacob Neilson
> Dani: Homepage usability: 30 seconds, won’t read > scans for navigation options, won’t scroll, will select things in the featured area (top line of the F)
Hey Dave! Thanks for the link AND the mock Twitter posting…you certainly caught the highlights.
Note that it’s a TWEME not a tween (that’s my daughter) which can be found at http://www.tweme.com.
I do have openings in my classes if you want to come back to school (grin). And yes, Champlain does rock for sure!
Social Media Maven (ha ha)
Elaine