OBAMA, OLYMPICS, a NUDGE and ……??
DMX Digital Marketing Conference was the first year that The Marketing Institute (Ireland) have held this conference. Their aims were to condense the best of digital marketing and connect marketers with new thinking and practises. In the quality of the speakers and breath of subjects covered, they certainly succeeded in holding an excellent event. ( If I were to offer one piece of constructive criticism, I would say that while the Aviva is undoubtedly one of the world’s top rugby stadiums, as a conference venue, it leaves a lot to be desired)
These are a few random observations on the day’s highlights, for this attendee..
‘Lessons from the Obama Campaign’
-Teddy Goff, Digital Director for Obama Election campaign 2012
Email Marketing for POTUS!
He led the mass email team, writing and editing fundraising, recruitment and messaging emails and developing communication and segmentation plans. Teddy related how one email campaign alone, rose over $2m. This was achieved by split testing their emails into 18 different segments in order to achieve the optimum results.
- Teddy stressed that email was a key component of the overall digital campaign.
- He emphasised the importance of testing subject lines ( A useful tool for testing your own subject lines is Free Spamchecker Tool by Newsletter.ie )
- Teddy’s campaign raised $690 million and registered more than 1m people online.
- His team built followings of 45m and 33m people, respectively, on Facebook and Twitter and generated over 133m video views
As I watched Teddy relating his experiences of working with President Obama, I was seeing Sam Seaborn (Rob Lowe) from The West Wing TV series!
‘Doing it right – how the Olympic and Paralympic Games became digital by default’
– Alex Balfour, Head of Digital for London 2012 Olympics
When this campaigns started in 2006, there were still more dial-up than broadband connections in the UK. Facebook was 18 months old and Twitter was yet to be born. This illustrates the short timeframe in which social media has come to permeate our lives. As the whole marketing landscape evolved over the subsequent 6 years, this campaign became digital by default.
- Over the 6 year span of the London 2012 Olympic campaign, Alex’s team delivered 80 websites, mobile apps, such as 1.86m Facebook Likes and 1.9 m Twitter followers for 48 Accounts.
- Google Doodles produced massive website traffic
Alex related some awesome statistics. For a detailed breakdown check out this Slideshare
‘The Mighty Nudge: The Future of SEO, Social Media & Content Marketing’
By Rand Fiskin ,CEO & co-founder of SEOmoz
Rand spoke a lot of sense about the effectiveness of the nudge rather than the beg, borrow or steal approach to influencing consumers with tricks and interruption marketing
This method resonated with me as being very much in line with Hubspot’s Inbound Marketing approach.
Fewer choices … more actions (Don’t make me think !)
Book ‘Nudge’ by Cass Sunstein and Richard Thaler
Just a few of the many other great presentations:
‘’Inbound Marketing: The Art of Not Sucking’
-Kieran Flanagan, Marketing Director (EMEA) at Hubspot
Kieran spoke about how Hubspot ‘create marketing that people love’.
Their CEO and co-founder, Brian Halligan, did, after all, coin the phrase ‘Inbound Marketing’
Other platforms that are ‘inbound’ in their approach are Marketo, SEOmoz, Newsletter.ie and ExactTarget).
Click to view Kieran’s entertaining Presentation
(Also, see my previous blog : ‘Dublin – Digital Hubspot of Europe?’ )
‘Get the culture right and the tweets will look after themselves’
-Martin Thomas, Author of ‘Crowdsurfing’
- Martin stressed that the challenges facing organisations seeking to embrace social media are not technological but cultural
- Social merely dramatises the weakness that impede most modern organisations, which include excessive bureaucracy and lack of trust in employees
- Sorting these things out will mean that social media will look after itself.
Slideshare Link to Martin’s presentation
‘Generating ROI from Social Marketing’
– Rebecca Quin – Wildfire
Rebecca spoke of the rise of the social consumer and how effective social media marketing delivers on concrete business objectives. She gave a number of real life examples of how several organisations are succeeding in social. Her presentation was based on Wildfire’s downloadable strategy report: The Road to ROI – Building a Strategy for Social Marketing Success
- 80% of consumers try products based on peer suggestions, while 74% encourage friends to try new products.
- ‘Google + is Google’s fastest growing product ever ‘
As this company was recently acquired by Google, and due to the generous peppering of references to Google products, I tweeted and received the following reply
So that was Obama, Olympics, a Nudge….and look what I spotted on the hallowed grounds of the Aviva :