7 Highlights from the Ad:Tech SF Tweetstream
My buzzword for Ad:Tech San Francisco is engagement.
With the advent of innovations in the tablet PC and Google investing in a mobile payments startup, it is clear that in the future we are all going to be online most of the time. As more people engage with the World Wide Web and there are more and more ways to connect, the challenge to everyone in the industry is: How can we connect in more meaningful ways?
Tweets to me are a great way to see how engaged people are in any topic, idea or discussion. So here is my attempt at compiling the most tweeted phrases from Ad:Tech SF. Truly engaging speakers will and should be retweeted again and again. After all, tweets are the new pull-quotes.
1. Why Innovation Fails: Narcissism, Strategic Deficiency, Ignoring Your Audience, Lack of Structure.
I love this one. This outlines the steps of how to make an optimization plan that fails.
A) You must think that your idea is the best all the time.
B) Do not care about what results must be proven.
C) Forget about your market.
D) Do not set timelines or guidelines.
Excuse my sarcasm. Unfortunately, the reality is that the events above still continue to persist online and offline. As we continue to push through with the multitude of tests and optimization plans that are in all our pipelines, it is important to remove the personalities from the testing and just focus on the data and the results. An environment of openness and humility is key for a successful optimization plan. The results will speak for themselves.
2. Innovation is creativity with a job to do.
Creative people are amazing! It takes a certain mindset to come up with the mind-boggling ideas that launch great brands. The challenge that faces our industry today is how to channel our creativity so that it continues to support the overall goals. This is where the true geniuses of innovation come out.
A good viral video comes to mind here. Have you seen the Samsung HD camera trick video? Samsung HD posted a camera trick on YouTube and encouraged people to figure out how the trick was done. This is a good, innovative ad that got users answering back and even, dare I say it, thinking!
3. An impression is not an impression unless you make one.
An impression is defined as an effect, feeling or image retained as a consequence of experience (via Free Dictionary). This is different from an ad impression or a page impression, but for a good online marketer it should be the same thing. Enough said.
4. Success in social media isn’t about doing a campaign you want to be trusted and in front of your audience.
Social media is a new facet in online marketing that has evolved in the last few years. The advent of Facebook and Twitter helped further establish it as a true force to be reckoned with and a required component of any good online campaign. The tweet suggests the difference in approach for social media in terms of gauging results. How do you gauge your audience’s trust? How do you know how many times your social media efforts are seen by the right person? There is much room to grow in how we are tracking efforts and I look forward to what happens next.
5. Less than 20% of marketers are measuring the ROI of their social networking activity.
This is such a sad fact, but I am certain it is true. Here at Perfect Market, we are always looking for ways to measure our social network activities better. It has not been a walk in the park. There is a real need for a way to measure social media activity aside from how much traffic it sends to your site. We need a way to track impressions that make an impression.
6. Gartner predicts that by 2014, more people will access the internet via mobile devices, rather than desktop.
This is a pretty good prediction and may even come sooner, in my opinion. The question to ask here for me would be how we define mobile devices. Wikipedia defines it as a pocket-sized computing device, typically having a display screen with touch input or a miniature keyboard. If we accept that definition, then the iPad and Kindle are not mobile devices as they do not fit in your pocket. When I travel with my laptop, am I not technically “mobile”?
7. Congratulations to @SusanBratton, @TheDurham and @DaveMorganNYC for winning the Industry Achievement Award.
After all is said and done, I believe our industry attracts the most innovative, analytical and interesting people from all walks of life. I met a biochemist, a professional water skier and an aeronautics engineer at Ad:Tech and they are all now part of our online world. It is good to take time to recognize the achievers as we continue to mold the future of our industry and the world. It’s looking pretty good to me.
— Charlene Iniguez
On Twitter: @charleneiniguez
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