• Nils Andres, Brand Science Institute:
  Only 16% of businesses have a company definition of what social media is
  Only 19% have a clear social media strategy
  Only 19% of brands know how to work with social media agencies
  Only 4% of companies share information and learnings internally

• Social media is not just about marketing, it is about every aspect of business – @RichardatDELL (Dell)
• Internet is the first technology that man failed to control – @RichardatDELL
• Control is not as successful as influence – @RichardatDELL
• It’s not just about “ROI”, it’s about bigger “business value” – @RichardatDELL
• Social media does scale if you think of social media as a part of your business, not just a tool – @RichardatDELL
• Employees are company’s ambassadors  – @armano (Edelman Digital)
• Brand is what people think it is. It is how consumers FEEL about your product – @ThomasMarzano (Phillips)
  
• Social media is not a goal, it’s a means to achieving a goal – @ThomasMarzano
• Real-time is the new ordinary! – @VegasGalB
• We must market internally to successfully market externally!- @machetebetty (Microsoft, Xbox)
• Follower counts is good to know, but it isn’t an actual metric for us! – @machetebetty
• SM Trends:  10. Data visualization 9. Calculating ROI 8. Mobile connectivity 7. Mobile media 6. Screen tech/social TV – @adamhirsch (Mashable)
• SoMedia Trends:  5. Social search 4. Group messaging 3. Group discount 2. Local 1. Personalization – @adamhirsch
• @mashable gets 80K-100K retweets a day – @adamhirsch
• “Blogging is bartending, and everyone is a customer” – @ebayinkblog (eBay)
• A hazard of social media is that people will read what you write. Be careful what you write!
• Social media has no off-switch! Be vigilant! @marlaerwin (Whole Foods)
• To build brand advocacy, luxury brands have to balance between exclusivity and inclusivity.
• Rockstars are no longer relevant, personalities create real conversations – @cbarger (GM)
• Those who don’t get social media expect too much of it – @cbarger
• I like GM’s model of training SM pros. Have staffers do “rotations” thru the SM group. They leave and train others
• Social media is a specialized skill! – @cbarger
• As social leaves the experimental stage, more formal education programs needed! – @cbarger
• Stop planning ‘viral’ campaigns! Don’t be so arrogant as to assume what others will share/like! – @cbarger
• Goal is to give customers *another* touchpoint, not to replace any – @cbarger
• ‘My product is not baby powder- it’s the J&J reputation.’ – @JNJVideo (Johnson and Johnson)
• 93% of online video views provoke some form of user action. – @JNJVideo
• YouTube stats: 35hrs of video are uploaded every min; 2 billion views a day; 2nd largest search engine, surpassing yahoo!
• We shouldn’t confine ‘social media’ to digital only, it also drives offline word of mouth/traffic – @stefan_heeke
• There is a lot more creativity in the crowd than we realize – tap into your community for ideas – @stefan_heeke
• Power of Networks: If a friend of mine is happy, I am 40% more likely to be happy – @stefan_heeke
• 40% of employers block access to social networking sites, but they use other technology to access anyway like mobile – @stefan_heeke
• “Give people WOW to share and they will” – @Ramon_DeLeon (Domino’s Pizza in Chicago)
• What’s next in social media? It’s you and how you use the tools of social media! – @Ramon_DeLeon
• It’s not about the numbers, it’s about the experience! – @Ramon_DeLeon
• Be inspired and you will be in demand! @Ramon_DeLeon
• You get out there and you meet the people, show them the face behind the logo – @Ramon_DeLeon
• What is your Return on Ignoring? asks @madleeeen (Kodak)
• “Four Ps” for social media: Purpose, Planning, Patience, Perseverance. – @RobHarles (Bloomberg)
• You can’t become a social brand, if you are not willing to become a social business. – @delphrb (IBM)
• Many social media program “fails” are result of unrealistic organizational expectations rather than an actual fail

Kudos to Nils Andres and BSI for organizing this amazing event! Here is the presentation Nils shared when he kicked off the event:

Marketing 2.0 Conference – Insights from the Social Media Industry

View more presentations from BSI

Marketers are tracking smartphone users through "apps" - games and other software on their phones. Some apps collect information including location, unique serial-number-like identifiers for the phone, and personal details such as age and sex. Apps routinely send the information to marketing companies that use it to compile dossiers on phone users. As part of the What They Know investigative series into data privacy, the Journal analyzed the data collected and shared by 101 popular apps on iPhone and Android phones (including the Journal's own iPhone app). This interactive database shows the behavior of these apps, and describes what each app told users about the information it gathered.

80+ minutes long presentation, with audio

"We've found most pharmaceutical advertisers have been sitting on the sidelines and asking us not to pitch social media in our programs," said Michael Keriakos, co-founder and president of Waterfront Media, parent of health portal Everyday Health.

He estimates that packaged goods companies are spending about 10% of budgets on social marketing initiatives, while pharmaceutical companies may devote less than 2%. Chris Schroeder, CEO of competing health site HealthCentral, agreed.

"We've had several advertisers who have and are experimenting here, but most are still being very cautious --'most' meaning the legal departments," he said. "I've not see folks rush to it yet, even with this statement, but we've been viewed as a 'safe' group that really works with them."

The search giant has started offering marketers ad units that stream their five most recent "tweets" across the Google AdSense network.

(If Google don't buy Twitter today, then it's Twitter that will eventually end up buying Google tomorrow !)

• Create SO GREAT products that they are worth to talk about
• If your product, company,... is not cool... offer great attractive content with it
• Don't sponsor the entertainment... Become THE entertainment
• Or let consumers to participate in creating your marketing - User Generated Media & crowdsourcing
• Provide a service to the community Viral Marketing : Make it easy for people to forward your message
• Buzz Marketing : Surprise your audience to grab its attention
• Digital Influence : Engage with opinion leaders...

(I have the strange impression that the user-centric shift that is dramatically empowering the people vs brands is already being bypassed by marketers, who advocate among consumers that they eventually are the real winners, back at the center of brands strategies, while they keep making huge amount of money by selling to brands 'innovative' 2.0 social strategies that purely consists of 'buying' online audience by seducing targeted influencial bloggers with privileges and 1$ goodies to secure positive word of mouth !...)

Success factors in mobile viral marketing

• Perceived usefulness by receipient
• Reward for communicator
• Perceived ease of use
• Free mobile viral content
• Initial contacts
• First mover's advantage
• Critical mass
• Scalability
  

1. Stronger relationships with customers will improve loyalty.

2. An online community will increase Search Engine Optimisation thus driving more traffic to your website. It will also increase the proportion of positive consumer comments online.

3. Your online community will provide a better understanding of customer needs and a platform for immediate customer feedback on new ideas and services.

4. Online communities build and amplify positive word-of-mouth, advocacy and PR.

5. An ongoing dialogue will help keep customers at the heart of the business.