I spent my day Tuesday running around SummitUP 2013 listening to brilliant people tell me things that blew my mind.
Here is just a small sampling of what I came away with from the 8 sessions I attended…
1. Todd Henry of Accidental Creative: Die Empty
I’ve been hearing some buzz about Die Empty lately, and Todd did not disappoint. I have that book and Accidental Creative in queue on my Kindle. Looking forward to digging in.
One other takeaway: Never lick the bottom of your shoes (you might get a giant stomach tumor).
2. Shana Douglas of La Senza Lingerie: Listen to, Learn from and Leverage the VOICE of Your CUSTOMER
Shana talked about firing customers, adding hashtags in dressing rooms, and most of all, finding your customer and getting to know her (or him, for those of us not in the lingerie business).
3. Erik Dahl of Involution Studios: UX Axioms
Erik’s session was by far my favorite breakout session. Not that the others were bad; I just LOVE hearing about design thinking and how it’s being used in the real world.
And Erik for sure is doing that.
He also gave me data-related swag, for which my coworkers made fun of me, and for which I do not care.
4. Melinda Church, VP of University Communications at The Ohio State University: Breaking Down Communication Silos to Create a Comprehensive Communications Plan
Holly captured it in her tweet. Melinda was so, so good.
She had no idea how much time she had, skipped over half her slides, dodged questions left and right, and flat didn’t have answers to other questions.
She was insightful, engaging, humble, graceful, and outrageously (if unintentionally) funny.
5. Patrice Hall of Real Art: Integrated Content Strategy: Connecting People, Passion, and Brands (Sears Grilling is Happiness case study)
It’s obvious that Patrice seriously knows her stuff.
I was so struck by how tightly organized her Sears campaign was. I mean, that was the title of the session, so I shouldn’t have been surprised.
But it was still a stark contrast to some of my work lately. I need to do way better at this.
6. Krita Neher of Boot Camp Digital: A Picture is Worth 1,000 Words
Krista gave me so many things to do like NOW. How to make images for blogs without buying stock images. How to create an infographic without dropping $500+ on a custom-designed one (www.piktochart), and many more dead practical tips.
Plus, I guess I’m going to be one of the 6 males active on Pinterest.
7. Dawn Shirley of dunnhumby: The Digital Challenge
dunnhumby runs the data analysis for Kroger grocery stores, among others. I’m a Kroger regular, which means they have data on everything I buy, where I live, whether I check email, and probably a ton of other stuff too.
The best moment of Dawn’s talk was when she showed this slide and my whole table of coworkers turned and looked at me. (My open rates are consistently at 20% lately, btw.)
I was loving the topic almost all the way through. I love deep-dives on data and what you can do with it.
But then someone asked her if dunnhumby sells its data. And her answer was “we do have strategic partners.”
Translation: Um, yeah, we’re making a crap-ton of $$ on your data.
And that sucks. I get giving Kroger my data. It gets me coupons for stuff I actually want, which is sweet. But I didn’t say my data could go to Frito-Lay, Pepsi, or God-knows-who-else.
And can I see who’s getting my data?
All I have is “there’s lots of regulations that protect your data.”
You mean like the ones the NSA has to abide by? (ok, so maybe invoking the NSA is a low blow, but still…)
Sorry Dawn. I know I’m attacking the very core of your business model.
I’m not saying you shouldn’t be awesome with data. I’m not even saying you shouldn’t collect it.
I want you to collect data on me. Just stop being shady about it.
Let me see who gets my data. I don’t even need to see the actual data itself. Just let me see what categories you have on me and who’s getting that information. Then give me ability to say “no” if I want to.
8. Steve Biddle of Facebook: Real Time Marketing in a Connected World Fail Harder
Steve closed the session with a presentation he put together in the hour before he gave it. Basically he threw out what he had prepared and just winged it. So it was a little disjointed and dragged some in places.
But it was good too. I expected lots of privacy questions and some bickering from the crowd. But there wasn’t any of that. It was just really good info I didn’t know about before.
Like this: did you know you can take your email list, upload it into Facebook (in a “privacy-safe” way), and then target those people with Facebook ads or sponsored posts?
Beyond that, once you’ve loaded your list, Facebook can do its data magic and identify groups of “lookalikes” with similar traits to the people on your list. And then you can target them too, even though you don’t have their email.
Pretty cool stuff.
Obviously I had a very active day on Twitter. For me, this was the first step into the local social media/marketing scene, and this was a way to get my name out into the flow of ideas.
The strategy worked brilliantly. It completely changed the “conference experience,” which I had always dreaded before.
By mid-day, people knew who I was just because I was all over the Twitter stream. Because of that, I met several people I wouldn’t have otherwise and interacted with several of the presenters.
TEDx Dayton is in a month, and I plan on doing the same Twitter blitz there. My goal is to meet as many locals as I can who operate in this marketing/new media space.
Dayton’s a small town. I don’t think it will take long for me to make the rounds.
I will be back to SummitUP next year. If you’re a Daytonian, you should go too.
And Bryan, this does need to happen: