After the initial keynotes I went into the two breakouts with Kendra Ramirez and Kevin Dugan.
Kendra was presenting on using SM for development of sales leads. She discussed needing to ID event triggers such as times of year, life changes and so forth. Use those event triggers to initiate cold and warm calls to receptive ears. A big point Kendra made was defining success beyond simple online metrics such as visits and traffic. Look at sales and quality interactions that will grow real fans and revenue streams. She emphasized creating conversations online to get people involved and engaged. Pontification is boring. Use twitter to listen in and go after people expressing a need for your product by searching and following keywords. Find a soft spot and promote within it to own it.
Kevin Dugan did an outstanding presentation starting by setting up the differentiation of Owned, Paid, and and Earned media. Kevin explains that owned media is where the brand owns the space, paid is...well ... paid advertisements, and earned is anything that the brand is not paying for and is off their site.Funny thing is that Digital media is a thread that runs through all of those. You can own a website, pay for banners, and get blog reviews. Digital is tricky.
He explains how the use of all three is what makes a great campaign. Oldspice Paid for TV adds for a few months and then they did the owned media on their site, and their YouTube videos. The earned media is the attention and viral share that occurred when the videos were passed around the web.
he also went into the case study of Meijer and their launch of their premium private label foods. Regional mom blogs, reviews, and Facebook conversations all with the intent of driving organic traffic. Really Dugan wants to make sure that outreach campaigns are authentic and based in developing conversations and relationships and not PR Pushes. Use quality content, show good transparency and monitor against industry metrics. He uses Radian6 for tracking impact and says to keep a good list of the great bloggers you work with to come back to in a conversation / relationship marketing.