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A Recap of Social Media Explore from Dallas Fort Worth

Last Friday we had the pleasure of sponsoring/attending the first of five Explore events hosted by Social Media Explorer in Dallas Fort Worth. The event was chock full of information with speakers that ranged in the field of digital and internet marketing, social media, and subject matter experts in specific niches within the digital marketing world. The day’s agenda was indeed nothing short of top-notch!

I had the opportunity to sit in on some of the sessions including CopyBlogger Brian Clark’s “The Jedi Warrior Guide to Online Marketing Success.”

Brian’s presentation focused on content marketing and how businesses seem to struggle with content, which has now gone mainstream. He says it is here to stay and businesses need to understand that people don’t want to be advertised at or sold to, but they have real problems and they want solutions. In order to do content marketing well, you need to educate people enough to do business with you.

Here are the key steps to earning their business:

1. Know Your Audience
You must “listen” and get to know the people you are trying to reach. You must know AND understand the people you want to pay attention to you.

2. Pivot from Feedback
You must be able to shift directions at any given point based on what your audience is telling you. As in step #1, this also requires “listening”.

3. Accelerate
Once you know what people want, then you can move forward to create new products, new partnerships, and new media.


Another highlight from the day’s event was the case study panel that included some very knowledgeable panel members from M80, American Airlines, Aquasana and Social Compass.

Each member shared their perspective on how they are using social media marketing, and social media monitoring platforms to help brands be more informed and navigate the rapidly changing social and digital media landscape. American Airlines also shared how they are integrating social with CRM to efficiently track, route, and manage customer participation in social media conversations.


The event ended on a high note for me with Jason Falls’ closing keynote. He got me thinking about what it is marketers need to truly focus on in their role as marketers. What really are the most important things, or in this case, what aren’t the most important things? All of the things that have been talked about to be important in digital and social marketing (including listening, engagement, measurement, lead generation, SEO, presence on social networks, etc.), really are NOT the most important.

If these aren’t important, then what is? According to Jason, your job as a marketer is to persuade an audience to take action. Right before you publish something, hit the send key, approve, edit and sign off, be sure to your message passes the “Holy Smokes” rule. When communicated to your audience, will they respond with “Holy Smokes!”? If so, then you’ve done your job.

There’s too much to recap in a single blog post, but take my word for it, Explore 2012 was well worth the time and investment—great audience, content, and networking. Be sure to sign yourself up for one of the upcoming Explore events near you. We hope to see you in Nashville, Minneapolis, Irvine, and Portland!

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