Chris Brogan Keynote at BMA Engage

Chris Brogan gave the morning keynote today at the BMA Engage event. Here are some of the highlights. Slides from his presentation.
  • “I See You” – Getting back to being human and treating people like they matter.
  • How do we build relationships that go beyond a single transaction.
  • No letter that my mom ever sent me started with “If you can’t view this in a browser, click here.”
  • Subscribe to your email newsletter on multiple mobile devices.
  • When the open rate goes down, don’t just beat them more.
  • You don’t have to do what everyone else has done – Set your own rules.
  • Huffington Post is outperforming most newspapers, print magazines, etc.
  • Zappos did something magical by proving that you could sell shoes on the Internet.
  • Can you put ROI on good customer service? How much did Amazon pay for Zappos?
  • Giving the Gary V example of growing his wine business. He’s not your typical wine sales person.
  • BlendTec had 500% increase in sales based on their fun videos. Sold t-shirts with blenders on them to add additional revenue.
  • There’s not a lot of cost to entry and things you can do wrong. There’s also not a lot of metrics.
  • “Case studies are like little pants for your butt. You put them on so you can cover your butt.” There’s not a lot of case studies for the business vertical.
  • You have to differentiate even if you’re selling something really boring. Great example of encouraging an HVAC salesman to use video of installers to help differentiate product.
  • Best would-be social media evangelists are the customer service advocates.
  • We don’t want to hear the bad statements. “What happens if we get negative comments.”
  • You need to be involved “one of us”.
  • IBM has several hundred people on Twitter and several thousand blogs.
  • Social media is not just a game for the people selling phones and video games.
  • Go back and look at your stuff through all the different mobile devices.
  • If you start a brand new Twitter account, don’t make that your coming out party. Have you been around awhile.
  • If all you link to on your website and your blog is your website and your blog, people catch that. Do provide insight on your social platform to other people.
  • Chris promotes other people’s stuff 15:1.
  • People don’t care about your dumb product. They are there to chitty-chat.
  • Roger Smith Hotel made a killing by just listening on Twitter.
  • Go comment places. Make sure there are comments on your blog. There’s a little reciprocal action that happens. Don’t put all your links in your blog comments.
  • Put “human heads” on your about page. Not clip art and not the glamour shots.
  • Be there before the sale. Story of Blue Sky Factory sponsoring the first set of PodCamps. Greg from Blue Sky Factory being there before the sale and hanging out and buying people beer. ROI on $1k of beer has been almost seven figures.
  • “Bring wine at the picnic.” When you’re on social sites, not everyone is there to learn about your product.
  • 67% of all social media efforts within companies came from guerrilla efforts according to Chris Newmark.
  • Talked about @comcastcares and their starts. They are now up to 10 people.
  • The web conquers “anywhen”. BMA conference 100 years ago would have been talking about the “phone”. Chris sells on Twitter and blogs all the time.
  • Every major brand is doing some sort of affiliate marketing. Chris does affiliate marketing for a WordPress theme. It’s doing a lot more than buying beer, it’s paying mortgages.
  • Phones are horrible for “anywhen”. Why would you not use the web for managing “anywhen”. The web is great social tools for Hamburger Helper. 70% can be done on the web to keep customers happy / 30% needs to be done in person. There’s all kinds of services waiting to happen.
  • Twitter allows “free mind reading” and lead generation.
  • Agent Zero is the person that always knows how to connect other people. It’s the person that’s at the elbow of every deal. You can connect people with other opportunities and they will remember that you helped them.
  • Building relationships matter.
  • Oprah making her community the biggest thing.
  • The only difference between a community and an audience is the way the chairs are facing.
  • Third Tribe Marketing launch. For a monthly fee you get all these seminars, etc. But the real success is in the forums. Can’t have the conversation in Facebook or on Twitter. Need to have a private space for people to talk
  • Building your network before you need it is one of the most important things in the world.
  • Make friends with people way outside your vertical and your geographic network.
  • There’s always that moment when someone asks “who does such and such”.
  • There’s a fight over the rolodex anytime a sales rep leaves a company.
  • Your network is one of the best assets.
  • @JDGershbein and @LewisHowes – Great resources for LinkedIn.
  • Human Artist – What if the soft skills do matter? What if not being a dick matters?
  • Shoutout about @BPGlobalPR (got a couple of groans from the audience)
  • Facebook birthday trick – Chris doesn’t say happy birthday in Facebook. He sends an email or calls them. It’s amazing how the human touch matters. Build an army.
  • Scale is one of the biggest problems in social media. You can’t hire one social media superstar because when the leave, the social equity walks away. We’re not inventing McDonalds, we’re inventing cafes.
  • Refers to landline as the “mess with me” line because that’s the line telemarketers call.
  • Give your ideas handles. Do you make people fill out a form just to get a free ebook?
  • Have to figure out where the new paywalls are.
  • Share on your website. Use Facebook as the outpost.

Takeaways:

  • Google “grow bigger ears” and learn about listening tools.
  • 25% of your time listening / 50% connecting with people / 25% publishing. (Or, is it 30/60/30)
  • Who cares how many friends you have if you didn’t sell anything. Metrics should be about sales.
  • Build blogger relations before you need them.
  • Humanize your profiles. Ever since birth, we look for faces.
  • delicious.com/chrisbrogan/casestudies

Questions:

  • How do we differentiate ourselves when we’re always measured by benchmarks? No one ever wins a race looking sideways. The dials have changed. We’re not measuring all the same things we were measuring before . You do have to do some laboratory work. There are some risks. Can we do three months and see if we can move the number from here to there.
  • Has “Go google this” worked for businesses: Chris says he ranks for some of the strangest phrases in the world. Working with business came up with strange phrases. Search marketing is like buying P90x and social media is like going to the gym. Do your customers say the catch word. Great example of Citrix using the word workshifting and owning it.
  • Being a social media expert is like being a fax expert. Getting married to the tool is a dangerous thing. Doesn’t like to see social media departments. If you start using the tools internally and externally, it cuts down on emails and decreases workload. Media training needs to be happening to more than just the C-Suite.