Thursday, October 30, 2008

Cream filled center of the marketing éclair

Yesterday I attended the American Marketing Association Conference on Digital Centered Marketing. It was a smaller group than attended the last such event on search engine marketing, but as such the group was very active and participatory instead of just being quietly receptive. That was pretty neat.

Featured speakers included:
  • Bill Flitter, Founder of - Bill led a great discussion about how to leverage from one social site to another using connector sites, and explained persuasively why that was the right tact. He also provided an excellent case study re: Kryptonite locks and the power of social networks along with a very real dollars-based quantification of the impact. (One small criticism: his handouts made me feel a bit guilty - lots of 24-point font sentences on 66 pages of single sided paper. It presented well on screen but the handout wasn't designed as a handout, it was just a print of what was shown and not therefore as effective. I feel like I need to go plant a tree to make up for the gratuitous paper usage. Often presenters should consider providing multiple-slide per page layouts on double sided printouts to be more ecologically minded.)

  • Toby Bloomberg of Bloomberg Marketing - great material on how to sell what social marketing is based on building relationships. She covered the basic netiquette of getting started in the social marketing arena. One helpful take away she provided was information about corporate blogging policies; see her post on this, Corporate Blogging Guidelines for further info.

  • Dana VanDen Heuvel of MarketingSavant - Dana got closest to addressing the holy grail I was questing for by coming to the conference: how do I value social marketing efforts? Unfortunately, I don't think the medium is mature enough yet to start pricing it - or, the data is lacking for the analysis I want. Dana will be someone to check back with later though as I expect he'll take a swing at addressing this someday.

I twittered the event. Here's most of my tweetstream for the Digital Centered Marketing Event, excepting those posts I forgot to tag. Quick twitter lesson for online marketers - use the hash mark and a phrase to tag your tweets to group them for later indexing. (Hey twitter or twitter-analogues I have a feature request: how about an auto-tagging widget tag summary type tool?

  • The conference today was good, the AMA gives good Hot Topics. Thanks to the presenters! #AMADCM about 2 hours ago from web

  • checking out #AMADCM about 5 hours ago from web

  • now in the lab portion, we're assessing how today's lessons could be applied tomorrow. #AMADCM about 5 hours ago from web

  • talking about the book Groundswell #AMADCM about 5 hours ago from web

  • Currently Browsing: http://www.digitalcenteredm... is the event website. I love electronic handouts instead of paper. #AMADCM about 6 hours ago from TwitterBar

  • I won a book in a corporate bingo - Citizen Marketers. So, now I have another book to review. Thanks Dana! #AMADCM about 6 hours ago from web

  • Ok, I can hook this site to that and the other for updates. But what if one hook goes under? Better to keep the hub in house. #AMADCM about 6 hours ago from TwitterBar

  • Social Marketing analysis of the Obama campaign - very topical insights, kudos Bill. #AMADCM about 6 hours ago from TwitterBar

  • how to use rss to tie all the social networking sites together now. Write once post many. #AMADCM about 6 hours ago from TwitterBar

  • thinking about product images on flickr and google images. How'd they get there? How do I get more up and promote the brand? #AMADCM about 7 hours ago from web

  • Anyone else remember the the kryptonite blogstorm? Makes a good case study. #AMADCM about 7 hours ago from TwitterBar

  • there is a fan for every product. But does it make sense that hot wheels has a market cap higher than GM? about 8 hours ago from web

  • wondering whether the wii internet channel will support ads. Hmm. about 8 hours ago from web

  • Bill Flitter, founder of pheedo now presenting #AMADCM about 8 hours ago from TwitterBar

  • wolfgang puck serves an awesome business lunch. #AMADCM about 8 hours ago from web

  • word of mouth recommendations from an person on the take is only 63% as effective as unbiased recommendations online. about 10 hours ago from web

  • Social marketing gives you answers to questions that you never asked. Yes, but how to separate the wheat from the chaff? about 10 hours ago from web

  • reviewing a recommended article #AMADCM about 10 hours ago from web

  • Now speaking at the AMA digital centered marketing conference: Toby Bloomberg of Bloomberg Marketing about 11 hours ago from TwitterBar

  • Over 63% of reviews on are positive. Maybe I shouldn't be so cynical. #AMADCM about 12 hours ago from web

  • A recent verified study for a Christian Women's group found only 3% of women age 33-50 were social networking. #AMADCM about 12 hours ago from TwitterBar

  • "We're in the beta economy." Awesome quote, given market conditions. about 12 hours ago from TwitterBar

  • doing digital centered marketing right requires a solid CRM strategy too. Well, of course! about 12 hours ago from web

  • there are 7000+ variations of the my coke rewards program emails, varied by behavioral heuristics. Dang. about 12 hours ago from web

  • Dana VanDen Heuvel of MarketingSavant is now presenting re: Assessing the impact of new media. I want numbers. about 12 hours ago from web

  • Jupiter research says: social network users are 3x more likely to trust peer opinions over advertising in purchase decisions. about 12 hours ago from web

  • Today I'll be live tweeting from the AMA conference Digital Centered Marketing about 12 hours ago from web

  • Awake in Chicago. about 14 hours ago from twitterrific

I won a book in a corporate bingo (caught Bill saying 'target market' - ha! The book is Citizen Marketers by Ben McConnell and Jackie Huba. So, now I have another book to review soon. Dana said they selected it as a good review of the evolution of the 'everyone is in the marketing department' idea. Thanks Dana!

I learned of a bunch of interesting sites I will soon check out. Top on my list is the digital centered marketing event website. I am very, very impressed that this was available immediately after the event with the slides and references. There was some great discussion going on with fellow students in the class; I wonder if that discussion will be able to continue on the site?

The majority of the sites discussed are bookmarked at And of course I will have to dive into their list of 24 books on digital centered marketing that they recommend.


Anonymous said...

Eva - thanks for your kind words and review of the the ama hot topic workshop. for me the class size was great .. large enough for diverse views and experiences but small enough for us to have some meaningful discussions. appreciated your participation .. you added great value. enjoy the book!

Anonymous said...


It was such a joy to have you at the event! Congrats on the book too. We LOVE to have such fun participants (especially those that keep a tweetlog of the event :)