DSDET: Day 2 Morning Speakers

After a great first day, we hit the ground running on so much great information. Here are the recaps from our morning sessions:

Snapchat for Business

By Carlos Gil, Head of Global Social Media, BMC Software

With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.


Snapchat has become a big business, it’s a legitimate marketing channel. If you’re still thinking it might not be, just ask Gatorade. Gatorade spent $500,000 on a one day ad during the Super Bowl for animated lenses. They saw more engagements and impressions than the amount of people who watched the Super Bowl.

Demographics Rule – When it comes to choosing which social media channels are right for you, you should be where your customers are. And if your customers are between 18-35, Snapchat could be great for you. On that same topic, if your audiences are old, it might not be for you. Snapchat reaches 41% of millennials!

Why Snapchat matters?

  • 200 million users and 10 billion video views daily
  • Most active social network behind Facebook
  • Brand adoption exceeding Twitter and LinkedInsnapchat_logo

Understanding the Basics

  • Mobile app for micro-content storytelling
  • Photo and video is 1 to 10 seconds long
  • Content posted disappears within 24 hours

Snapchat is Twitter meets Youtube

  • It’s micro content

Creating Content as a brand, it must be:

  • Fun
  • Creative
  • Informative
  • Engaging

Geofilters & Business: You don’t have to be on Snapchat with Geofilters as a business. This is a great tool for event marketing.  

Converting and measurement

  • Great for flash sales
  • Make sure you implement Bitly URLs for proper tracking

The future of Snapchat:

  • It’s definitely growing
  • It’s working on better ad platforms
  • Looking to go public in the next year
  • Looking to sell more than a billion dollars in ad revenue

Using Intent Signals to Understand, Develop and Measure Audiences

By Mike Clarke, Head of Brand Measurement, Google

In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.

Google emphasizes the meaning of moments, and how can you be there during these moments. Here is the breakout of these moments:

  • I-Want-To-Know Moments = Two thirds of question-related searched “what, when, where, how, why, who” are happening on mobile.
  • I-Want-To-Go Moments – 90% of searches for “what time does ____ open/close” are happening on mobile.
  • I-Want-To-Do – Two thirds of “how-to” searches on YouTube are on mobile devices.
  • I-Want-To-Buy – Mobile phones saw 115% year over year in shopping ads.
  • I-Want-To-Watch-What-I’m-Into – The number of hours people spent watching videos on mobiles is up 100% year over year.

Intentions help unlock insights

  • What types of insights can Google help you with?
    • Consumer
    • Category
    • Brand
    • Zeitgeist – Culture
  • Google Predict – Google searches are getting intimate and a lot of it is happening on a mobile device.
  • Google Trends & Google Correlate – Search terms over time and in relation to one another.
  • Google Consumer Surveys

Make sure you are testing out the free tools that Google offers to help increase performance and tracking.

Death to Boring B2B Marketing: How Design Thinking Drives Success

death-to-boring-b2b-marketingBy Cliff Seal, Lead UX Engineer, Salesforce

Today’s Lineup:

  • The issue
  • The solution
  • The plan of action

B2B Marketing is hard. Why?

  • You’re selling to opaque audiences
  • You get complacent or end up doing what works, or what everyone is saying what works.

“What is the biggest problem marketers face?”

“How to keep up with trends to drive higher quality leads.”

Keeping up with Twitter is not following the trends. Maybe you’re bored. Trends aren’t challenging. Vendor balancing isn’t interesting. Ridgid tools aren’t supportive.

#B2BProblems – Just own it

  1. Grow into its own creative potential
  2. Put data in its place
  3. Compete in relevancy not volume

Teach the business owner something new about their needs and challenges.

Design thinking lets the best ideas float to the top. Your ideas don’t necessarily mean your own, but helping facilitate good ideas. Think past the obvious and start asking the right questions is the first step.

Here’s how to start:

  • Redefining goals – What is it that I am trying to enable my customer?
  • Knowing and embracing your constraints – Frame your creativity by defining what the boundaries are.
  • Identify the contexts that can accept failure.
  • Start talking to actual people to get insights.

Click the link below to see Cliff’s presentation:

Death to Boring B2B Marketing: How Applying Design Thinking Drives Success

As the morning comes to a close we are extremely excited for the last half of the day, and definitely ready for some lunch!

Epic Split? Epic Advertising.

The first time I saw the movie Bloodsport, I thought to myself WTF??. It was the most awful thing I’d ever seen. Jean-Claude Van Damme was the worst actor I’d ever seen. Yet amongst all the terribly dubbed voices and too-brutal-to-watch fight scenes, there was a certain redeeming quality which made me watch the entire film – a sort of car crash happening right in front of you that you can’t turn away from. Volvo’s new commercial not only stars Van Damme, but holds the same “can’t turn away” theme as his previous work. Except this time it’s because there really is the danger of a car crash, or worse, happening in front of your eyes – at least that’s what Volvo wants you to believe.


New Google Maps App Video Shows Tour Through The D

Google has released a new Google Maps application advertisement featuring a fast-paced trip to multiple Detroit destinations filmed in first-person style.

The commercial footage takes the viewer past Roosevelt Park and the train station, to a ball game at Comerica, along the tracks of the People Mover, to L.J.’s Lounge in Corktown, the Showtime apparel store on Woodward, a raging concert at St. Andrews and for a late-night coney with mustard at Lafayette Coney Island.

Check it out….

Infographic: Why Video Marketing Matters for Businesses

Video marketing is quickly becoming one of the most important digital marketing assets you can employ in your business. According to a study by research firm AimClear, videos in universal search results have a 41% higher click through rate than text only results. A targeted video SEO strategy can help you generate more qualified, engaged traffic back to your website.

Think about it; when you end up on a company’s website that you’ve never been before, are you more inclined to click a giant play button on a video about the company or read the long “about” section? If you’re sitting in a big comfy chair after a long day of work trying not to read any more than you have to, that video becomes more and more enticing every second you’re on their site. (more…)