Friday breakouts were really interesting. I think that they were some of the best I have been in in a while. I'm a bit bummed that I was only able to sit in on the first 1/2 of the Mix Methods break out because of a pending real world work issue. But what I did hear was fascinating - the fact that market research is moving forward with digital channel research. The cost, the value, the speed are what are driving profitability to the research firms and value to the companies. Broad audience and fast results. Nice.
The second session was on creating a social media ecosystem around the website. I liked the way that the presenter helped to explain the inherent value of the website - the new inherent value of the website- as an information aggregator and director. The new website delivers needed information and redirects people to videos, tweets, recommendations - whatever drives the best user experience. The website is also the ultimate destination so that you can finally convert a sale.
I loved Troy Hitch's story telling presentation about how to create a very engaging series of compelling videos that drive brand messaging and awareness. His creative direction and craft are very clear in the sense that theatrical plot is a key component in building a compelling and fantastic story for people to latch on to. I enjoyed how he described the importance of Compelling characters, a great environment, solid platform and viewer contributions. There were three ways he described integrating brands - Brand as a sponsoring supporter - "The Guild", Brand as the sat - Easy to Assemble, and brand as a silent element that is revealed later - TIBCO computers.
I am excited to end the day with Krista Neher talking about the brand online and best practice for being a great brand builder in the online ecosystem. Although I know a lot of what she is saying it is so refreshing to hear it again to keep me honest. SHe is emphasizing the importance of direct engagement, and know when to disengage with trouble makers. Own the message, monitor the environment, engage the consumer, respond to the public, and monetize the sentiments. I always enjoy the way she approaches SM and respect the overarching points that she drives home.