Internet Summit – 7 Key Takeaways #ISUM14
Nov 18, 2014
Many Centerliners attended this year’s Internet Summit – the Digital Marketing Conference held in Raleigh. With speakers from Twitter, Yahoo! Tech, Lulu.com and more, there was so much to learn from the content marketing, social media, analytics and digital marketing world.
Picture by Greg Hyer
Here are some key takeaways from the Internet Summit:
“Steve Wozniak’s keynote offered many insights but one great example he used was that being lazy is okay. In fact, being lazy can be one of the best virtues a developer can possess. If you’re lazy, then you’ll do something well the first time around so you won’t have to spend more time redoing it. You’ll go to great effort to reduce how much energy you expend. It might also make you write more labor-saving programs since that’s how you are wired to think. I want to thank the “Woz” for permission to be a little lazy but still produce awesome content-driven products.” – Brad Jackson, Technical Director
“My biggest takeaway was what Coca-Cola did with their content creation during the 2014 FIFA World Cup. Coca-Cola brought in a team of young content creators who were influential in the surrounding communities around the cities hosting World Cup stadiums. This really stuck out to me because these kids were already integrated and well known in their communities, so having them create engaging content specifically to put their communities on the map really gave the campaign a connected feel as users were able to relate to the content. That level of genuine content creation by the Coke team really helped boost their engagement and clearly was a success for them.” – Spencer Bland, Writer
“The one thing that stuck with me from the Internet Summit was a quote from a session on Customer Relationship Management that focused on the steps necessary to realize profit and success. The speaker (of C5 Insight) said that the first step is to listen and went on to say that ‘we listen with the intent of responding, not with the intent of understanding’ –which is always important to remember as a member of project/account management, and truthfully, it takes a bit of the stress away.” – Emily Adams, Project Manager
“I attended a number of UX and usability seminars at the Internet Summit this year. One of the topics that came up in several of them was assumption-driven design. As we communicate with customers, we become familiar with them. Sometimes we even begin to identify with them. Unfortunately, this can create a blurred distinction between the customers’ preferences or behaviors and our own. When designing something to be consumed by customers, we must be vigilant in removing our personal assumptions so we don’t skew the end product.” – Greg Harbinson, Content Strategist
Picture by Dave McQuaid
“The highlight of my week was watching the lunch summit conversation between David Pogue and Steve Wozniack. I felt like I was dropping in on a chat between friends, but my greatest takeaway was the clarity that “The Woz” had about who he was and how that affected every point in his life from his designs and to his interactions. It made me consider how I want to interact with others while growing at Centerline both professionally and personally.” – Samantha Cibelli, Project Coordinator
“I went to the “How Coca-Cola Played the Real Time Game During FIFA World Cup 2014” session, presented by two Coca-Cola Brazilians who worked on the campaign. Every day of the World Cup, they all worked out of a basement in Rio and spent the time watching the games, researching trends and conversations, and creating content on the spot for social media. They made awesome stop-motion videos with custom audio and tons of photography and designs for several platforms in a few hours and posted as soon as possible – time was of the essence. It was a campaign completely engaged with the people watching the event and there are so many outlets to take advantage of now.” – Barbara Astrini, Motion Graphics Designer
“Matt Wallaert, Behavioral Scientist at Microsoft, gave a fantastic presentation called “Competing Pressures: The Science of Designing for Behavior Change”. During this session, he pointed out that as marketers we tend to focus on promoting pressures (reasons people do something), when our focus should really be on inhibiting pressures (reasons people don’t do something). This session helped me to remember that cognitive effort is the greatest inhibitor, so rather than giving people more things to pay attention to, we should focus on removing barriers to create more seamless experiences.” – Ashley Wentz, Content Strategist
We learned a great deal about all areas of digital marketing from the Internet Summit. We can now take this new knowledge and inspiration to ultimately create more engaging content in a timely manner for a target audience who we understand.