summary of incite summit: west 2014 told through quotes and tweets

13-14 May 2014

Summary Told Through Quotes and Tweets

“21st Century CMO’s will be customer-hugging data geeks with a flare for delivering dynamite experiences

- Mary Gilberthttp://www.kinanda.net

Customer Centricity in Action: Use Proximity to your Customer to Deliver More Effective Marketing

John Graham, Align Technology, CMO, @dfrankland

Bob Stohrer, Yahoo, SVP Brand Creative, @yahoo

Jonathan Becher, SAP, CMO, @jbecher

Yahoo's customer care now lives within the marketing department b/c there's so much cross-over  Bob Stohrer: Yahoo's mission is to make the world's daily habits inspiring and entertaining

Marketing has to glue all the fragmented pieces of a company together for the customer. Is marketing the new silo buster?

75% of product ideas are coming from crowd sourcing.  @jbecher: Thinking about the customer as a community member, parent, sibling, etc. helps put the customer journey into perspective  

"The funnel is too focused on a single transaction." Focus on the experience & building the relationship. @jbecher

Turn Your Brand into a Publishing PowerhouseBen Huh, Cheezburger, Founder and CEO, @benhuh

Jonathatn Anastas, Activision, Global Head of Digital @janastas

Alan Elias, Wells Fargo, SVP Communications, @alaneliaswf

Jeff Greenler, Monster, VP Global Brand Marketing, @jgreenler

Adam Weinroth, Onespot, CMO, @aweinroth

Increase engagement by re-purposing content and giving the audience the chance to put their own print on it is key @benhuh  Stop dissing Millenials! What makes them different makes them better. (Paraphrased) @benhuh  The ROI of content is getting better @benhuh

Experiential marketing creates unskippable content...events 4 thousands become events 4 millions. @Janastas Brands can create the framework of content and then their users can push it out and make it their own  

Experiential marketing IS content, treat it that way

We treat content creators the way we used to treat the professional press. @janastas  @Janastas - repetition is key... use the same message w/ slightly different wording over and over to reach the customer Think about the audience first and work backwards from there- who are they? how can we reach them? THEN think about content.

The Evolving Role of the Chief Marketing OfficerIvan Wicksteed, Old Navy, CMO, @ivanwicksteed

70% of @OldNavy 's shopping experiences start on mobile - @ivanwicksteed  Amen @ivanwicksteed: The best marketing opportunities are with brands that have a heart or stand for something.  Most important quality for anyone on @OldNavy CMO @ivanwicksteed's team: Curiosity

@ivanwicksteed reiterates that engaging employees as advocates of the brand is a huge opportunity.   Experiences and events are where the shareable content comes from - @ivanwicksteed  Brands are building in house creative studios now - @ivanwicksteed

Use Multi-Channel Marketing to Cut Through to the CustomerHeather Oldani, McDonald’s, Head of US Communications

Loren Simon, Walmart.com, Senior Director of Online Marketing

Steven Center, Honda, VP Environmental Business Dev

If you're a brand that has an offline presence, it's imperative that the experience offline is as great as online - @McDonalds  @Walmart: we would have been better off focusing on digital and making our site better years ago for customer service purposes

Don't just use a channel because it's there, make sure it serves a purpose and can be used well before trying it

@Heather04: Segmentation goes beyond moms, dads, millennials. It's far more granular and channel-specific.

Steve center from honda says when user opts out of emails they are basically saying drop dead Robust segmentation of Honda's 30 million customer database = #secretsauce. They know when you're ready to buy a car.

Build a "High Def" Picture of your CustomerAdriana Llames Kogelis, Sears, VP Digital Media Marketing, @adrianallames

Ann Semeraro, Ask.com, Sr. Director, Consumer and Market Insight, @annsemararo

Dr. Greenstein, InvetioBrains, Founder/Chief Innovation Officer, @DRG

A leading brand is clear about who they are and why they exist. There must be a clear value proposition - @annsemeraro  

If you're occupied with who owns the customers, no one is actually paying attention to them- so get over it! @annsemeraro

Middle ground: consider a synthesis of qualitative and quant data for the insight Aha!

Having researchers visualize data about customers helps other members of the cross-functional team extract insights - @drg  Get different business teams together in a room and have them create their vision of the customer to get on the same page  

Learn Fast, Act FastHeather Hopkins Freeland, Facebook, Head of Global Marketing and Communications, @hhfreeland

Rajesh Parekh, Groupon, Head of Data Science, @groupon

Facebook's Head of Mktg @hhfreeland "loves to geek out on real-time data to find real-time stories.  We're in a world where brand marketers are shifting to a performance-based marketing strategy - @hhfreeland

We work in open environments and our teams are small and cross-functional to allow us to act fast and agile @Facebook

Building Truly Unique and Engaging Customer ExperiencesCammie Dunaway, Kidzania, CMO, Kidzania, @cwd8

Arra Yarganian, One Medical Group, CMO, @tonkazona

@cwd8 makes a great point that owning mistakes and making them right for customers can be a creator of long term brand loyalty Cammie Dunaway "it's a great time to be a marketer - even small companies can achieve great things”  Consumers want to know the people behind the brand- "human to human" is imperative in marketing @cwd8

It's important to listen and look for opportunities to exceed expectations- that's what creates loyalty @cwd8 @tonkazona: Great brands are transformative. They find a way to make consumers be their advocates.  Marketers: “Talk to the engineers” and the other functions in your business to build truly engaging cust experiences - @cwd8

EVERYEONE must carve out time in their schedule to personally interact w/ customers- no matter what your title @cwd8

Brilliant marketing can't overcome a crappy product. Marketers must be involved in crafting the prod/srvce experience

Shift from Campaigns to Engaging StoriesMichael Lacorazza, Wells Fargo, SVP Brand & Advertising, @lacorazzam

Dan Kimball, ThisMoment, CMO, @dmkimball05

Jeff Greenler, Monster, VP Global Brand Marketing, @jgreenler

Dan Kimball says have clients tell the stories to engage. Everybody wants recognition, right? Employees can be great brand ambassadors. If you create an environment they want to be in, they'll let the world know

Storytelling is a delicate balance with risk and trusting your users and employees to make smart decisions @lacorazzam

User generated content is a chief focal discussion point in modern marketing and storytelling

Fun fact: The monster of @monster has a trumpet-styled nose to represent the company's "trumpet your job opportunities" mantra  What % of #InciteSummit attendees feel brands should shift from campaigns 2 stories? 100%!

Collaborate Better: Present a Seamless Experience for the CustomerRob Wait, HP, VP Marketing, @hp

Deb Escher, Digital Marketing Web Strategy and eCommerce, @debesher

Edwin Lee, MediaMath, VP Client Expansion, @mediamath

To encourage a culture of innovation you have to embrace a culture where it is OK to fail @DebEscher @Tmobile  You must carve out time to think strategically about innovation- it won't just come to you in the 5 mins you have between mtgs  Re: How you want to portray your brand, @DebEscher says "Have a point of view and be consistent with it”

To breakdown internal silos: get executives on board, change everyone's to-do list, and read from the same road map  Everyone has a different roadmap for the customer experience- make sure you're all reading the same directions - @RobWait

Day 1: Twitter Wordcloud

Day 2: Twitter Wordcloud

Search for #incitesummit on twitter for more than 500 additional tweets about this event