Another full day in Austin — panels and people, as well as codification of some perspectives and new viewpoints on others.
The day began with confirmation of how critical it is for the communicator to have a seat at the table in making business decisions. I attended the “More Smart, Less Stupid” PR panel which underscored that through examples of public relations missteps and successes, including Susan G. Komen, American Airlines, Zappos, and Netflix. A key takeaway was that if you’re going to be bipartisan, decide in advance and plan out the scenarios — don’t react in-market.
I also attended two panels that approached data and the roles it can play in business in different ways. The first focused on integrating data into the narrative, exploring ways to turn statistics into thought leadership TOOLS that people can use and apply rather than just read and file. Visualizing data exposes opportunity that might otherwise be missed and brings it into the discussion in a compelling and shareable manner. The idea extends beyond simple quantitative data. Visual transformation of information can imbue it with new power and expose it to new audiences.
Another session I attended explored NEW ways that data is informing the editorial process beyond the impression and the click. The exponential increase in data availability along with new channels requires us to be smarter about what data we pay attention to and offers us the opportunity to begin to more deeply segment and categorize our audiences.
Later I attended a panel on creating “Great Events.” The speakers suggested that great events challenge and intrigue their attendees, have unexpected elements, and offer something aspirational. They also pointed out that allowing people to help shape their own experience can make an event memorable and continue the conversation long after the actual event ends.
The day came to a close with a deep dive into local marketing. The focus was both tactical and technical, offering insights into working with Google Places pages, mobile optimization, and geo-location search-term management. A key takeaway underscored the value of targeted social content, and how critical it is to ensure that your Google Places pages are correct, since many mobile apps pull business information from those pages. Keeping local sites in your reputation-management strategy is also critical given the power of online reviews.
I’ll close today’s post with some great data about the value of local marketing. I’m working on visualizing this data and will post that later this weekend!
–Google Places account for 33% of visits to local business websites.
–88% of people who search for local information on a smartphone take action within one day.
–67% of consumers would NOT purchase a product/service after reading one to three negative reviews.