I am blogging on behalf of The Art of Marketing conference and received compensation for my time for sharing my views in this post, but the views expressed here are solely mine. For more information on the conference, visit www.theartof.com
In 2006 when my husband and I launched a quirky company and sold socks online, Twitter had just launched and Facebook was only two years old. It had nowhere near the billion or so users it has now. We only had PR in our toolbox, getting coverage online and in print publications, TV, and radio in order to build our brand and generate awareness.
We were so successful that we received an offer to buy our company just nine months after launching. We had a distinct advantage in that I knew how to reach influencers – the journalists whose readers would eventually become our buyers.
Seven years later, everyone can have the same access to influencers.
Getting on social networks like Twitter means you can have conversations with almost anyone you want to – whether they are a reporter, celebrity, politician or CEO of a brand you admire. You can cheaply advertise on Facebook and build a loyal customer base who will buy from you. You can start a blog in a matter of hours and consistently build your thought leadership even in a crowded market.
It’s an exciting time.
It’s a confusing time.
While I love how technology and social media have leveled the playing field for small businesses, allowing us to compete alongside much larger players, it is often hard to keep up with the latest advancements – even for me whose job it is to stay abreast of trends in marketing.
I read a lot and follow a lot of influencers online, but sometimes you just need to get yourself out for a day or two and immerse yourself in learning and networking. This year I’ve already been to a social media conference in San Diego and for the fall I’ve signed up for three conferences: one for women in business, one to explore the next stage in my business, and this September, one of my favorite conferences, The Art of Marketing, is coming to Vancouver.
It’s a great line-up, including Arianna Huffington, Chair, President, & Editor-in-Chief of the Huffington Post Media Group.
However, I’m particularly interested in hearing from Scooter Braun, Justin Bieber’s talent manager, and one of TIME Magazine’s 100 Most Influential People in the World in 2013.
While I don’t have a talent like Justin’s (though I do have an 11-year-old who already has “Ted Talk speaker” on his resume and wants a YouTube sports talk show), Scooter will have very valuable lessons to share that is applicable to those of us in business — like how to use social media to get real time feedback from your customers and have that information impact your decision making process.
Another speaker I’ll be paying attention to is Jonah Berger, author of Contagious. He seems to know more about what makes information “go viral” than anyone in the world, why people buzz about some products more than others, and what drives word of mouth.
In a world that is more and more competitive, we all need to brush up on the art of marketing from those who are leading the new world of new media.
Join me at the conference on Tuesday, September 17, 2013 at the Vancouver Convention Centre! For more details go to theartof.com/marketing-vancouver-2013
As a special offer, use promo code TWITTERFAN and save $50 off each ticket. If three or more tickets are purchased together, you can get an additional $50 off each ticket!
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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