The high points:
- "Brand Management is dead."
- "If you haven't read [Peter] Drucker, he's kind of like DOS--a good management system, but a little bit dated."
- Most efficient way to acquire a customer is through other customers. Challenge: how to operationalize that?
- 1% of audience will create content; 90% just watch/listen
- Key is not just listening to customer feedback but also closing loop and telling customers how you changed.
- What happens when you thank contributors? Spike in contributions 30% over 30 days. The power of "thank you"! Operationalize gratitude. Make a system for thanking customers who give you feedback and engage.
- "If you're using a social media buzzword, you're probably doing it wrong."
- THIS is the answer to the ROI of social media question: What's the ROI of your phone?
- Is call deflection a good metric for you? Or improved customer satisfaction and experience?
- Find, thank, engage.
In particular, Sean's concluding advice grabbed me. He recommends segmenting influencers by behaviors: connectors, critics, creators, collectors. Connectors want special access, so give them advance info and privileges. Critics wants you to listen and respond. Creators want status, so give them badges and rewards.
Sean was generous enough to post his entire presentation, including a host of information-rich slides--thank you!