We were able to get our hands on a number of slide decks from a mini-conference held here in Dallas, but there is one I think warrants inclusion in this blog.
I’ve had several opportunities to talk to and listen to Giovanni Gallucci. He’s a walking, talking case study in self-branding and throws out good marketing advice from time-to-time. (He’ll probably read this, so I don’t want to stroke his ego too much.)
Like many slide decks, the presentation I embeded below won’t make must sense to those that missed the conference. There is, however, a great slide that sums up what we’ve been saying here in this blog and to our customers. Slide #4. Go ahead. Take a look.
Now, it might be worthwhile to read some of the key “in-person” takeaways from Gio’s talk.
Calculating the value of your social media investment is not debated as much as it should be, but Gio suggests we apply some pretty standard earned media measurements. I assume this is a temporary solution before revenue-pegged stats are made available. So, for example, using CPM or other standard ad rates online we could calculate that 5,000 impressions if bought would be worth $10,000 on some ad networks. If I can get 5,000 people to become a fan of my company on facebook, what’s the value to me. Ad rate + unit of measure = value.
Gallucci went on to talk about mixing black (sneaky) social media tactics with white (above board) tactics to execute a “blue” hat social media strategy. Blue hat has a nice ring to it and I believe he originated the concept. The idea is that you should think like spammer, but keep it clean like Roy Rogers.
From a lead generation/list building perspective there is a really, really way to get access to names and titles at a specific company, but he made us promise not to take it outside the room. I will say that a buzz went through the audience when Gallucci put this tactic in the public domain. (@mosimmons might give you a hint)
We’d consider the conference a success. The one-day facebook cram session generated some good ideas. We can thank the folks at Intel, facebook, CoHabitat.us and Blake Burris for making it happen—for free. There was even free beer and pizza. How could it fail.
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