The HubSpot Inbound Marketing 2011 Summit finale was most impressive.
Day two was equally good. The first speaker was author and former Apple executive Guy Kawasaki. Guy’s Enchantment topic was informative and entertaining. I recommend the book.
Here are a few of my takeaways:
Likeability, trustworthiness, and quality are three components of delivering an enchanting customer experience.
Be a baker not an eater. A baker has an abundance mentality, produce more so there is no need to hoard or hide. An eater consumes, assumes there will not be enough. Bakers are helpful, their default setting is “yes”, they are always asking “how can I help”?
Prototype fast. Often a lot of time is spent preparing, tweaking, and planning before there is anything to show for our efforts. There is certainly nothing wrong with this process. However, If we quickly create prototypes there will be more time to gather feedback, to fix, to innovate.
Deliver bad news early. I have to confess this one makes me squirm. Guy’s rationale was spot on. He maintains we don’t deliver the bad news because we are hoping for the big win or the miraculous turnaround that seldom if ever occurs.
For his final summation Guy offered three key points:
- Achieve the likeability of Richard Branson.
- Create trusworthiness like Zappos.
- Attain the quality standards of Apple.
Next Dan Zarrella spoke about social search and viral marketing. Dan bills himself as a social media scientist, and with good reason. His presentation was a caravan of charts, graphs, numbers and trends. I’ll have to review my notes several times, but here are a couple of takeaways.
Fill the information void. This is a powerful concept. In a crisis or significant event fill the information void. If you don’t others will.
Dan encouraged us to use search features in Twitter and other platforms to identify where information voids exist. By adding a question mark after a Twitter search term one can quickly see what questions people are trying to answer. Once you identify these information voids fill them quickly with the accurate information.
David Skok uncovered the science behind viral marketing. He even had a mathematical formula to determine the efficiency of viral marketing.
Here are a few of the viral marketing basics:
- Figure out the viral hook (hint: it must be free).
- Create content for the product or service.
- Do some initial seeding with key influencers if you are able to identify them.
- Use your communication network.
Dan Heath, co-author of Switch:How to Change things when change is hard (not an affiliate link) was final keynote of the day. I highly recommend the book, it has been a life changer for me.
Dan started his presentation with an interesting overview; we are not resistant to all change. He had pictures depicting an array of changes like fashion shows, weddings, births to illustrate the fact that we do embrace certain kinds of change.
Based on research the Heath brothers have created a powerful change image based on University of Virginia psychologist Jonathan Haidt’s book The Happiness Hypothesis.
According to Haidt our emotional side is an elephant and our rationale side is its rider. The rider sits on the elephant holding the reins seeming to be the leader. However, once there is disagreement the rider is no match for the elephant.
For change to occur there has to be a clear path forward.
To change behavior you have to direct the rider, motivate the elephant, and shape the path. If you haven’t already, buy the book and find out how to do this.
#IMS11 provided lots of insight and interaction. It’s the kind of conference that is packed with information and resources. I’ll be mining nuggets of insight for a while.