{"id":3294,"date":"2011-06-10T13:32:16","date_gmt":"2011-06-10T21:32:16","guid":{"rendered":"http:\/\/www.regnordman.com\/?p=3294"},"modified":"2011-06-10T13:32:16","modified_gmt":"2011-06-10T21:32:16","slug":"report-on-art-of-marketing-roadshow-vancouver-june-11","status":"publish","type":"post","link":"https:\/\/www.regnordman.com\/2011\/06\/10\/report-on-art-of-marketing-roadshow-vancouver-june-11\/","title":{"rendered":"Report on Art of Marketing Roadshow &#8211; Vancouver June 11"},"content":{"rendered":"<div class=\"zemanta-img\" style=\"margin: 1em; display: block;\">\n<div style=\"width: 171px\" class=\"wp-caption alignleft\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/commons.wikipedia.org\/wiki\/File:Gary_Vaynerchuk_by_Erik_Kastner.jpg');\"  href=\"http:\/\/commons.wikipedia.org\/wiki\/File:Gary_Vaynerchuk_by_Erik_Kastner.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Image of Wine Library TV's Gary Vaynerchuk.\" src=\"http:\/\/upload.wikimedia.org\/wikipedia\/commons\/thumb\/8\/83\/Gary_Vaynerchuk_by_Erik_Kastner.jpg\/300px-Gary_Vaynerchuk_by_Erik_Kastner.jpg\" alt=\"Image of Wine Library TV's Gary Vaynerchuk.\" width=\"161\" height=\"110\" \/><\/a><p class=\"wp-caption-text\">Image via Wikipedia<\/p><\/div>\n<\/div>\n<p>Kudos to Peter Hrabinsky of Antaractica \u00a0who flew in a ticket for me to  watch these sessions yesterday. Peter , you are a prince (and you have played hockey with <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.guykawasaki.com\/');\" class=\"zem_slink\" title=\"Guy Kawasaki\" rel=\"homepage\"  href=\"http:\/\/www.guykawasaki.com\/\">Guy Kawasaki<\/a>).<\/p>\n<p>The Master of Ceremonies Ron Tite,\u00a0 did a great job relaying the brilliant tweets from the attendees through the event.\u00a0 The speaker line up:<\/p>\n<div><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.twistimage.com\/blog\/');\" class=\"zem_slink\" title=\"Mitch Joel\" rel=\"homepage\"  href=\"http:\/\/www.twistimage.com\/blog\/\">Mitch Joel<\/a> &#8211; Added two items to his set piece that I covered last year &#8211;\u00a0<a onclick=\"javascript:pageTracker._trackPageview('\/mailto\/mitch@twistimage.com');\"  href=\"mailto:mitch@twistimage.com\" target=\"_blank\">mitch@twistimage.com<\/a><\/p>\n<div>he has a few new stats ( he often writes for the National Post)<\/div>\n<\/div>\n<blockquote>\n<div>\n<div>More smartphones sold last year than PCs<\/div>\n<\/div>\n<div>\n<div>Amazon Prime makes any item an impulse buy<\/div>\n<\/div>\n<div>\n<div>Youtube is still second highest search engine<\/div>\n<\/div>\n<div>\n<div>Some kids will never use a mouse and keyboard.<\/div>\n<\/div>\n<div>\n<div>Check out apps Snaptel, Bazaarvoice<\/div>\n<\/div>\n<div>\n<div>New lines:<\/div>\n<\/div>\n<\/blockquote>\n<blockquote>\n<ul>\n<li>\n<blockquote>\n<div>\n<div>Utilitarian marketing \u00a0(Charmin has an app on clean toilets) and<\/div>\n<\/div>\n<\/blockquote>\n<\/li>\n<li>\n<blockquote>\n<div>\n<div>Create real \u00a0utility and real value<\/div>\n<\/div>\n<\/blockquote>\n<\/li>\n<\/ul>\n<\/blockquote>\n<blockquote>\n<div>\n<div>He came up with the best quote of the day: \u00a0&#8220;Steve Jobs came down from the mountain bearing tablets.&#8221;<\/div>\n<\/div>\n<\/blockquote>\n<div>\n<div>Bill Taylor on Strategy \u00a0(Ex <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.fastcompany.com');\" class=\"zem_slink\" title=\"Fast Company (magazine)\" rel=\"homepage\"  href=\"http:\/\/www.fastcompany.com\">Fast Company<\/a>)<\/div>\n<\/div>\n<blockquote>\n<div>\n<div>How does your company differ from competitors.?<\/div>\n<div>What do you promise and deliver that others can&#8217;t?<\/div>\n<\/div>\n<div>\n<div>Interesting people in your company stay interested.<\/div>\n<\/div>\n<div>\n<div>Just answer the phone. \u00a0<a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/gethuman.com\/');\"  href=\"http:\/\/gethuman.com\/\" target=\"_blank\">gethuman.com<\/a><\/div>\n<\/div>\n<div>\n<div>There is amazing talent available ( unpaid) in your client, fb,twitter, linkedIn communities. Tap into it<\/div>\n<\/div>\n<div>\n<div>Great leaders act with a sense of humbetition<\/div>\n<\/div>\n<\/blockquote>\n<div>\n<div><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.kaushik.net\/avinash\/');\" class=\"zem_slink\" title=\"Avinash Kaushik\" rel=\"homepage\"  href=\"http:\/\/www.kaushik.net\/avinash\/\">Avinash Kaushik<\/a>. \u00a0author of Web Analytics an hour a day , WebAnalytics 2.0 \u00a0(this is Google&#8217;s analytics guy)\u00a0 <a onclick=\"javascript:pageTracker._trackPageview('\/mailto\/ak@marketmotion.com');\"  href=\"mailto:ak@marketmotion.com\" target=\"_blank\">ak@marketmotion.com<\/a><\/div>\n<\/div>\n<blockquote>\n<div>\n<div>Best speaker of the day &#8211; funny, engaging, personable and he was the uber geek &#8211; numbers that really made sense<\/div>\n<\/div>\n<div>\n<div>He was very clear about great ads (Googles $500<a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.youtube.com\/watch?v=nnsSUqgkDwU');\"  href=\"http:\/\/www.youtube.com\/watch?v=nnsSUqgkDwU\"> superbowl ad<\/a> &#8211; the trip to paris) and dumb ads ( Bings <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.youtube.com\/watch?v=dx9Cmp6qQzY');\"  href=\"http:\/\/www.youtube.com\/watch?v=dx9Cmp6qQzY\">information overload<\/a>)<\/div>\n<\/div>\n<\/blockquote>\n<blockquote>\n<blockquote>\n<div>\n<div>Great ads make you feel very good.<\/div>\n<\/div>\n<\/blockquote>\n<\/blockquote>\n<blockquote>\n<div>\n<div>His latest book goes well beyond the original metrics and shows us how to find the economic value<\/div>\n<\/div>\n<div>\n<div>of the social media platforms. \u00a0If you do the work you can find the justifying numbers with present tools.<\/div>\n<\/div>\n<div>\n<div>He gave ideas about how important it is to still track bounce rate (how badly do you suck?), visitor loyalty,<\/div>\n<\/div>\n<div>\n<div>visitor recency, conversion rate, task completion rate,  (yet with all the metrics on activity &#8211; you really are only measuring 2%  of the economic value = revenue + value)<\/div>\n<\/div>\n<div>\n<div>There is still a  lot of value left on the table with present reports. Do this at your  peril cause the boardroom needs to know more. How\u00a0would\u00a0you quantify the  value of your second level Twitter touches?<\/div>\n<\/div>\n<div>\n<div>Explained how to make better use of Youtube data. (Views, likes dislikes) ,  \u00a0Google offers was his eg., and mentioned that Youtube is a great testing ground  for ads potentila for success before you run them big time<\/div>\n<\/div>\n<div>\n<div>How to use Google optimizer on AB testing. ( reference to Obamas campaign donation webpage)<\/div>\n<\/div>\n<div>\n<div>New acronym, \u00a0 Company marketing is decided by HIPPOs. Highest Paid Persons Opinion.<\/div>\n<\/div>\n<\/blockquote>\n<div>\n<div><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/garyvaynerchuk.com');\" class=\"zem_slink\" title=\"Gary Vaynerchuk\" rel=\"homepage\"  href=\"http:\/\/garyvaynerchuk.com\">Gary Vaynerchuk<\/a> (The Thank You Economy book) \u00a0First to sell wine online &#8211; huge blogger\/video library on wine etc wealthy<a onclick=\"javascript:pageTracker._trackPageview('\/mailto\/gary@vaynermedia.com');\"  href=\"mailto:gary@vaynermedia.com\" target=\"_blank\"> gary@vaynermedia.com<\/a><\/div>\n<\/div>\n<blockquote>\n<div>\n<div>Hard scrabble guy from Brooklyn. \u00a0Dropped F bombs all the time.<\/div>\n<div>This was the most refreshing speaker of the day.<\/div>\n<\/div>\n<div>\n<div>He is a good measure ahead of the regular crowd, and not afraid to say it.\u00a0 He is sending me a copy of the book to review<\/div>\n<\/div>\n<div>\n<div>&#8220;Its now all about listening, including using search inside twitter&#8221;.<\/div>\n<\/div>\n<div>\n<div>The disruption by the Internet continues. \u00a0Everyone will underestimate  it . Just this week, what will be the impact of General Mills going  directly to Groupon to offer coupons &#8211; what does that do to WalMart and  other retailers?\u00a0 Who loses control over their market?<\/div>\n<\/div>\n<div>\n<div>The battle that matters\u00a0is over the content in context.  \u00a0You will &#8220;check in&#8221; when you check in at the bar and the waiter then\u00a0 offers  you a free shot of JDaniels.<\/div>\n<\/div>\n<div>\n<div>Customer acquisition  has been mapped by the geeks. \u00a0If you do not understand this you are  like the marketers using social as a broadcast ( Like me to win an ipod)  instead of being a listening post. The day of the talkers is fast ending.<\/div>\n<\/div>\n<div>\n<div>The battle moves to total lifetime value of a prospect &#8211; keeping all you can get.<\/div>\n<\/div>\n<div>\n<div>What  happens when WofMouth closes business and it scales. When it hits the  customer with context. \u00a0This is not interactive billboards, people on the road are not looking at the billboard &#8211; they are texting and talking.<\/div>\n<\/div>\n<div>\n<div>It  is now about the execution that makes sense in a business, its about  the humans &#8211; take the millions wasted today in a company, employ 50 \u00a0passionate  people who can execute one on one contextual marketing from lonelyguy15  to Obama.\u00a0 Go from being a just merchant to being a service.<\/div>\n<\/div>\n<\/blockquote>\n<div>\n<div>Guy Kawasaki. \u00a0Pitch Engagement. <a onclick=\"javascript:pageTracker._trackPageview('\/mailto\/guy@alltop.com');\"  href=\"mailto:guy@alltop.com\" target=\"_blank\">guy@alltop.com<\/a><\/div>\n<\/div>\n<blockquote>\n<div>\n<div>Check out Never Say Never \u00a0film on Justin Bieber &#8211; you will learn about attention to the customer. Pdf of his slides &#8211; <a onclick=\"javascript:pageTracker._trackPageview('\/mailto\/gina@garage.com');\"  href=\"mailto:gina@garage.com\" target=\"_blank\">gina@garage.com<\/a><\/div>\n<\/div>\n<\/blockquote>\n<h6 class=\"zemanta-related-title\" style=\"font-size: 1em;\">Related articles<\/h6>\n<ul class=\"zemanta-article-ul\">\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.twistimage.com\/blog\/archives\/gary-vaynerchuk-guy-kawasaki-avinash-kaushik-and-bill-taylor-walk-into-a-bar\/');\"  href=\"http:\/\/www.twistimage.com\/blog\/archives\/gary-vaynerchuk-guy-kawasaki-avinash-kaushik-and-bill-taylor-walk-into-a-bar\/\">Gary Vaynerchuk, Guy Kawasaki, Avinash Kaushik and Bill Taylor Walk Into A Bar&#8230;<\/a> (twistimage.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.kaushik.net\/avinash\/2011\/05\/incredible-analytics-experience-5-years-occams-razor.html');\"  href=\"http:\/\/www.kaushik.net\/avinash\/2011\/05\/incredible-analytics-experience-5-years-occams-razor.html\">An Incredible Analytics Experience: 5 Years of Occam&#8217;s Razor<\/a> (kaushik.net)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/regnordman.com\/2011\/04\/17\/enchantment-the-art-of-changing-hearts-minds-and-actions-guy-kawasaki\/');\"  href=\"http:\/\/regnordman.com\/2011\/04\/17\/enchantment-the-art-of-changing-hearts-minds-and-actions-guy-kawasaki\/\">Enchantment: The Art of Changing Hearts, Minds, and Actions. Guy Kawasaki<\/a> (regnordman.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.webpagefx.com\/blog\/internet-sales\/website-testing-makes-your-website-go\/');\"  href=\"http:\/\/www.webpagefx.com\/blog\/internet-sales\/website-testing-makes-your-website-go\/\">Eeny, Meeny, Miny, Mo, Testing Makes Your Website Go<\/a> (webpagefx.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.seomoz.org\/blog\/this-week-in-search-for-9209');\"  href=\"http:\/\/www.seomoz.org\/blog\/this-week-in-search-for-9209\">This Week in Search for 9\/3\/09<\/a> (seomoz.org)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.seomoz.org\/blog\/advanced-google-analytics');\"  href=\"http:\/\/www.seomoz.org\/blog\/advanced-google-analytics\">Advanced Google Analytics &#8211; Zero Visits and Search Page Referrer<\/a> (seomoz.org)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/analytics.blogspot.com\/2011\/05\/web-analytics-tv-18.html');\"  href=\"http:\/\/analytics.blogspot.com\/2011\/05\/web-analytics-tv-18.html\">Web Analytics TV #18<\/a> (analytics.blogspot.com)<\/li>\n<\/ul>\n<div class=\"zemanta-pixie\" style=\"margin-top: 10px; height: 15px;\"><img decoding=\"async\" class=\"zemanta-pixie-img\" style=\"border: medium none; float: right;\" src=\"http:\/\/img.zemanta.com\/pixy.gif?x-id=8ebec394-ccc2-4af4-88d7-17c3d4f8d702\" alt=\"\" \/><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Kudos to Peter Hrabinsky of Antaractica  who flew in a ticket for me to watch these sessions yesterday. Thanks Peter , you are a prince (and you have played hockey with Guy Kawasaki).<br \/>\nThe Master of Ceremonies Ron Tite,  did a great job relaying the brilliant tweets from the attendees through the event.  The speaker line up:<\/p>\n<p>Mitch Joel &#8211; Added two items to his set piece that I covered last year &#8211; mitch@twistimage.com<br \/>\nhe has a few new stats ( he often writes for the National Post)<\/p>\n<p>    More smartphones sold last year than PCs<br \/>\n    Amazon Prime makes any item an impulse buy<br \/>\n    Youtube is still second highest search engine<br \/>\n    Some kids will never use a mouse and keyboard.<br \/>\n    Check out apps Snaptel, Bazaarvoice<br \/>\n    New lines:<\/p>\n<p>            Utilitarian marketing  (Charmin has an app on clean toilets) and<\/p>\n<p>            Create real  utility and real value<\/p>\n<p>    He came up with the best quote of the day:  &#8220;Steve Jobs came down from the mountain bearing tablets.&#8221;<\/p>\n<p>Bill Taylor on Strategy  (Ex Fast Company)<\/p>\n<p>    How does your company differ from competitors.?<br \/>\n    What do you promise and deliver that others can&#8217;t?<br \/>\n    Interesting people in your company stay interested.<br \/>\n    Just answer the phone.  gethuman.com<br \/>\n    There is amazing talent available ( unpaid) in your client, fb,twitter, linkedIn communities. Tap into it<br \/>\n    Great leaders act with a sense of humbetition<\/p>\n<p>Avinash Kaushik.  author of Web Analytics an hour a day , WebAnalytics 2.0  (this is Google&#8217;s analytics guy)  ak@marketmotion.com<\/p>\n<p>    Best speaker of the day &#8211; funny, engaging, personable and he was the uber geek &#8211; numbers that really made sense<br \/>\n    He was very clear about great ads (Googles $500 superbowl ad &#8211; the trip to paris) and dumb ads ( Bings infomation overload)<\/p>\n<p>        Great ads make you feel very good.<\/p>\n<p>    His latest book goes well beyond the original metrics and shows us how to find the economic value<br \/>\n    of the social media platforms.  If you do the work you can find the justifying numbers with present tools.<br \/>\n    He gave ideas about how important it is to still track bounce rate (how badly do you suck?), visitor loyalty,<br \/>\n    visitor recency, conversion rate, task completion rate, (yet with all the metrics on activity &#8211; you really are only measuring 2% of the economic value = revenue + value)<br \/>\n    There is still a lot of value left on the table with present reports. Do this at your peril cause the boardroom needs to know more. How would you quantify the value of your second level Twitter touches?<br \/>\n    Explained how to make better use of Youtube data. (Views, likes dislikes) ,  Google offers was his eg., and mentioned that Youtube is a great testing ground for ads potentila for success before you run them big time<br \/>\n    How to use Google optimizer on AB testing.<br \/>\n    New acronym,   Company marketing is decided by HIPPOs. Highest Paid Persons Opinion.<\/p>\n<p>Gary Vaynerchuk  (The Thank You Economy book)  First to sell wine online &#8211; huge blogger\/video library on wine etc wealthy   gary@vaynermedia.com<\/p>\n<p>    Hard scrabble guy from Brooklyn.  Dropped F bombs all the time.<br \/>\n    This was the most refreshing speaker of the day.<br \/>\n    He is a good measure ahead of the regular crowd, and not afraid to say it.  He is sending me a copy of the book to review<br \/>\n    &#8220;Its now all about listening, including using search inside twitter&#8221;.<br \/>\n    The disruption by the Internet continues.  Everyone will underestimate it . Just this week, what will be the impact of General Mills going directly to Groupon to offer coupons &#8211; what does that do to WalMart and other retailers?  Who loses control over their market?<br \/>\n    The battle that matters is over the content in context.  You will &#8220;check in&#8221; when you check in at the bar and the waiter then  offers you a free shot of JDaniels.<br \/>\n    Customer acquisition has been mapped by the geeks.  If you do not understand this you are like the marketers using social as a broadcast ( Like me to win an ipod) instead of being a listening post. The day of the talkers is fast ending.<br \/>\n    The battle moves to total lifetime value of a prospect &#8211; keeping all you can get.<br \/>\n    What happens when WofMouth closes business and it scales. When it hits the customer with context.  This is not interactive billboards, people on the road are not looking at the billboard &#8211; they are texting and talking.<br \/>\n    It is now about the execution that makes sense in a business, its about the humans &#8211; take the millions wasted today in a company, employ 50  passionate people who can execute one on one contextual marketing from lonelyguy15 to Obama.  Go from being a just merchant to being a service.<\/p>\n<p>Guy Kawasaki.  Pitch Engagement. guy@alltop.com<\/p>\n<p>    Check out Never Say Never  film on Justin Bieber &#8211; you will learn about attention to the customer. Pdf of his slides &#8211; gina@garage.com<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,8],"tags":[1337,1340,1338,228,202,517,1339,1147,204],"_links":{"self":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/3294"}],"collection":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/comments?post=3294"}],"version-history":[{"count":3,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/3294\/revisions"}],"predecessor-version":[{"id":3309,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/3294\/revisions\/3309"}],"wp:attachment":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/media?parent=3294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/categories?post=3294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/tags?post=3294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}