It’s the home stretch folks, and in case you missed it, we had some great coverage up last night. Those of you on the East Coast may have already turned in for the night, so catch up on yesterday afternoon’s sessions, and then join us for Doc Searls, ROI, and a great competitive intelligence session.
PubCon Las Vegas 2012, Thursday, October 18th
- In case you missed it, they were giving away cars in the exhibition hall! Just kidding, but there was some pretty great stuff to be had.
- Doc Searls, Senior Editor, Linux Journal Keynote opener on the third day is all about vendor customer relationships, how to do it right, how to do it wrong, and the future of vendor management.
- Doc Searls emphasizes the need for a VRM As customers, we are all familiar with the ways that we are managed by our vendors. We need flip that relationship and invest in a Vendor Relationship Management system. There so much potential to build tools for customers to manage the marketplace. We need VRMS that let us set our own policies, preferences, and terms of service.
- Alan K’necht, Founding Partner, Digital Always Media, Inc. There are 4 steps to the social marketing funnel: cocktail party, trust building, the first date, and the loyal customer. Track every step, you don't know where business is going to come from in social.
- Bonnie Stefanick, Senior SEO Analyst, Internet Marketing Ninjas Bonnie tells the audience that developing a mature level of optimization takes time. She offers up six tips: Tip 1. Define macro and micro conversions (macro might be clicks, sales, and leads, micro might be video views, document downloads, or newsletter signups) Tip 2. Set up conversion tracking properly- audit your analytics
- Bonnie takes the audience through tracking your ROI Tip 3. Track lots of keywords- both short-tail phrases and long-tail phrases Tip 4. Use tools Tip 5. Analyze site in sections TiP 6. Create time bound milestones-Measure revenue
- Chris Winfield starts off the Competitive Initelligence panel with a list of tools you need to be using Here are just a few of the 18 tools Chris offered up for thinking competitivly: Crunchbase, Whogotfunded, SeekingAlpha, Copyright.gov, Thomasnet, & Domaintools.
- Chris Winfield, CMO & Managing Partner, Blueglass "There are only three competitive intelligence tools I couldn't live without: Rapportive, Google, Evernote"
- Matt Siltala, Founding Launcher, Avalaunch Media "Pinterest traffic results in an average time on page of just about 10 minutes, with an average page visit of about 5 page views. This is good; this is buyer intent type traffic. You need to find a way to use this competitvly."
- Matt Siltala has a list of tools you should be using with Pinterest Matt gets the audience excited about looking past the pretty pictures in Pinterest with tools like PinPuff, Pinerly, & Repinly. These are the tools that will allow you to get in to analytics, by tracking categories, traffic, and influence.
- Kristy Bolsinger, Senior Associate, Price Waterhouse Coopers LLC "There are five good reasons for doing a competitive audit: benchmarking, illuminating opportunities, ideation, identifying competitive objectives, & revealing customer expectations." Kristy took the audience through her process, and offered up some of her favorite tools: Radian6, Prosodic, & Web analytics
Day Three Morning Takeaways
ROI: Convergence of Online Marketing and Analytics:
The panelists urged the audience to be creative with your analytics; make sure that you are tracking things in a variety ways. You may not see the value of something tedious like tracking your top 100 keywords, but those steps are so important to setting up a baseline. You are looking for deeper insights. Likewise, capture and measure as much as you have budget for, you may not need that data now…but you may want to see what has been causing changes down the line. Invest in tools.
Competitive Intelligence- Social Media Tools and Tactics:
How are you leveraging your different social channels to promote the content on them, and across your platforms? Start with thinking competitively about what you are doing, and what others are doing in your niche. The number of tools out there can seem daunting at first, but the return on a little bit of research and analytics is worth it, if it can help you turn traffic to conversions.
For more PubCon 2012 coverage check out: