3 Key Takeaways from Social Media Success Summit 2010 (#smss10)

With a wink of the eye, 4 weeks went by in May 2010 (5-MAY to 26-MAY) and the Social Media Success Summit 2010 was over. The entire journey however offloaded tons of excellent material, conversations, questions and answers, which are still on-going in the dedicated #smss10 hashtag and discussion forums in LinkedIn. And no more getting up at 3am, Singapore time (GMT+8) as well ... :)


To me, there were 3 key takeaways which left an indelible impression on my learning path:

(1) A.R.C Framework: Social Media Marketing with the A.R.C Framework

• Attract, Retain, Convert (and then Refer)
• Social Media Marketing is not a one-off affair
• It requires consistent attention, engagements and conversations

(2) Activities adapt: Social Media Marketing Activities adapt with the goals set forth and the engagement in the social networks

• Facebook, Twitter, LinkedIn, Youtube, Foursquare, Digg or your own Blog etc social networks, endear themselves to different consumer segments, profiles
• Key is to leverage upon the repurposing of your media and contents to address the distinct contextual use cases and content consumptions in the different social networks
• It is very important to determine where your home base is (e.g. blog, facebook fan page).
• And which social network(s) your target consumers are congregating at and so are the ideal positions to set up your outposts
• Every social media marketing activity or tactic (whether it be an online-offline integrated program, contests, treasure hunts, chase around town for the product) in the different social network needs to tie back to its original business goals and key KPIs

(3) Resourcing varies. There are Social Media case studies but no one size fits all best practice

• Whether there be that one special company social media champion @Ramon_DeLeon bringing to life the Dominos brand with his unique brand of #RamonWow
• Or starting small and informally with a cross-functional core team and executive support, like @HomeDepot
• Or deploying with global content, central support with flexible local individuality (like @wholefoods)
• Or drumming up support throughout the organisation like Best Buy's Twelpforce
• It all boils down to your business ambitions (goals, time frames, key performance metrics)

There are definitely to #smss10 than listed above and so lies my task ahead in learning and putting to practice and learning, tweaking, relearning ... ...

All in all, I wish to give a BIG THANK YOU to Michael Stelzner, his crew, all the marvelous presenters, and the wonderful participants in #smss10. This would not have been the unforgetable event that it turned out to be, without all of you!

The road ahead for social media marketing is going to be filled with continuous and never-ending improvements, refinements and tweaks. But one thing's for sure, it's going to be a real fun and exciting ride!

Looking forward to hear your views and comments on your key learnings so far from this summit, other forums, your current social media marketing experiences.

Nelson Wee
@nelsonwee

Recommended Links for your further reading:
1. Market It Write Coverage of Social Media Success Summit – #smss10
2. 17 Crucial Things You Must Know for Social Media Success
3. Top 9 Things I Learned at Social Media Success Summit 2010

How Chicago Domino Pizza Created Raving Customers with Social Media (#SMSS10 Day 2)

Day 2 (6-MAY, 3 am, GMT+8) of the Social Media Success Summit 2010 continued building the momentum from where Guy Kawasaki kicked off, with lots of vigor and energies from both the presenters and the participants' #smss10 firehose of tweets.

There were 3 sessions in day 2. The third session "How a Chicago Pizza Franchise used Social Media to create Raving customers" was conducted with great passion by Ramon De Leon, well-known as the Pizza Guy to know in Chicago. Ramon's session was jam-packed with many cool ideas - some of which I captured from my tweets to this post.



Ramon remains committed to deliver his pizzas to his customers using both social media as well as on-ground events:
1. Online ordering in 1998.

2. AOL Instant Messenger in 2004.

3. Campus Outreach to Facebook Fan base from 2005 onwards.
- RT @marismith: "How do you get the retweet effect on Facebook?" @Ramon_DeLeon reaches out to Group/Page Admins. #smss10

4. Twitter with innovative hashtags
- #RamonWow for strong association
RT @MariSmith: Too fun!!! @Ramon_DeLeon has his own Twitter hashtag #ramonWOW http://bit.ly/9GLazt #smss10 (such a great idea!)
- # to enable dynamic offers

5. Twitter Photo Sharing
- Very personal sharing approach using TweetPhotos and getting customers to want photos and share them by @Ramon_DeLeon #smss10

6. Twitter IDs are conversational pieces
- RT @jaythedesignguy: Put your twitter IDs out there for people to see! Cards, billboards, cars! BE FOUND! @Ramon_DeLeon #smss10

- Promoting customers with a TwitterWall (distribute in pizza boxes) -> Neat Customer Intimacy & Engagement by @Ramon_LeDoan #smss10

My takeaways from Ramon when interacting with customers:
1. Be sincere in apologies to customers and you win them back
- his http://www.viddler.com/explore/dpzramon/videos/19/ has had more than 126,000 impressions

2. Always be ready to post and share content
- Ramon sent a video thanks from UK to a customer who was tweeting happily about his Domino
pizzas
- @RamonDeLeon Video Tools -> Flip Camera, Nokia N97 (5MP Camera, settings)

3. Stay focused and always engaged with your customers (potentials included)
- Monitter.com (looks like tweetdeck) is a great tool to monitor local (zip) topical (#hashtag) conversations says @Ramon_DeLeon #smss10
- Guest Pizza Maker Night Tweetup where a customer tweeted her request to learn to make pizzas - drew further conversations and engagements.
- Great tip->@Ramon_DeLeon to local businesses - set up your own location on FourSquare & see whos checking in & contact them! @kerifj

Ramon's mantra is to be the pizza guy from Chicago who always delivers his pizzas to his customers. And certainly, @Ramon_Deleon is redefining the Social Marketing Wow every min of this session => WOW! #smss10

There were much ground covered by Ramon in his presentation and I really look forward to you #smss10 participants out there could help me out in adding on to the comments.

Added to this post are related posts on Day 1 and Day 2 of #smss10 for your reference.


Till the next time,
Nelson Wee
@nelsonwee

Related Posts:
1. #SMSS10 Day 1 Twitter: What is this crap? by Maeve Donohue

2. #SMSS10 Day 1 Kicking off Social Media Success Summit 2010 with Guy Kawasaki by Janet Barclay

3. #SMSS10 Day 1 Wrapup: Social Media Success Summit 2010 (#SMSS10)by Randy Duermyer

4. #SMSS10 DAY 1: Guy Kawasaki on making the most of Twitter

5. #SMSS10 Day 2 Wrapup: Social Media Success Summit 2010 (#SMSS10) by Randy Duermyer

6. #SMSS10 Day 2 Social Media Success Summit: Mari Smith on spiffing up your Facebook presence by Emily Molitor

7. #SMSS10 DAY 2: Defining and measuring Social Media success with Jason Falls

8. New Viral Marketing Program: Domino’s Social Media Campaign Offers Free Food to “Pizza Holdouts”

9. NEW! 5 tips from Domino’s Ramon De Leon on how to engage in online conversations about your brand