Notes from #smashsummit
Went to smash summit yesterday - wanted to share the below notes as these were some of the things that most caught my attention.
- Optimal has built a brand index around how valuable the fans are for various brands: http://www.optimalsocial.com/audience/brandindex/
- AdParlor tests 200-300 images for every one that works
- AdParlor - 10-20% of budget at any given time is on experiments, 80-90% is on already proven targeting/ad concepts
- Alphaboost.com is like Moat.com but for Facebook
- Using Twilio to allow people to text a word to a specific number and get a link to download app is something TuneIn.com and others have been using in offline advertising to create a clearer, more immediate CTA (primarily on billboards, but also in print)
- Subject lines have to drive opens but they are also a branding opportunity - you should have a list of words that you purposely avoid (eg for Daily Worth, rule is they can’t use “Investing” because it’s too dry)
- Daily email of 250-300 words where you can read the whole thing without having to click through is powerful for acquisition because people can forward.
- Subject lines should be verbs not nouns - at Paypal they saw a 10% lift using EXACT same subject line but with verbs in place of the nouns
- Refer.ly created with idea that the best people to write ads are the people that have a strong opinion about your product
- What can you give to your biggest fans?
- Companies to check out: Tracksbuy, Kirabit, Skimlinks (these are all more ecommerce-y)
- LivingSocial’s me+3 - if you refer three friends, your purchase is totally free. single best thing they’ve done for acquisition efforts of paying customers.
- Mothers are an incredibly viral demographic, but many marketers have realized this and so has gotten increasingly competitive to get their attention.
- Value per user on Android about half the value per user on iphone
- iPad has really protected the iPhone - expect bigger android adoption once Android tablets get better.
- Music moving to mobile faster than any vertical except games.
- Birchbox: don’t underestimate the power of providing a directed topic of conversation to existing communities
- Events were really powerful for Birchbox
- YouTube: use it for true content, not commercials.
- YouTube: best way to get content distributed is to tap into other people’s audiences rather than directly building your own
- Warby Parker does video responses to tweets and sees 50% retweet rate from that - surprises customers and they are excited about sharing it
- Warby Parker’s fathers day twitter campaign: opportunity to win free sunglasses to people who tweeted: #daddeserves + the name of a pair of warby parker sunglasses. got people browsing through the site, thinking about how the sunglasses could fit into their dad’s look.
- listening to the way your existing customers talk about your product is the best way to inform how you message potential customers
- video tutorials can be really powerful
- Salesforce.com has a YouTube channel that it claims does the work of 35 full time sales reps in terms of its impact on sales
- Mobile - when Path.com added the option to recieve a text message to download the app, downloads increased THREE HUNDRED PERCENT