Month: November 2016

Adobe Education Exchange: Adobe Campus Leader Renewed!

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Tyler Dockery has completed Adobe Campus Leader for Wake Technical Community College recognition with adobeAdobe Education Exchange: Adobe Campus Leader Renewed!

“As a contributing member of the Adobe Education Exchange, Tyler Dockery has received visible recognition for his level of commitment and participation. Adobe is proud to feature a leaderboard function and badge recognition to members who’s mission is to serve the community of educators by maintaining a high level of activity.”

After being asked to resubmit based on materials included in and material lectures given in video and online formats, I was renewed as an Adobe Campus Leader for Wake Technical Community College. I was given the following letter here, and I hope the transcription is working out for you all!

Hello, Adobe Campus Leaders, and greetings from San Francisco!

As the new Adobe Certified Associate (ACA) Project Manager, I wanted to introduce myself and invite you all to help shape the future of the program.

One way to help is to take a survey about one of our new ACA exams—Premiere ProInDesign, and After Effects—by November 24. Certiport, the official provider of the ACA, is working on the next generation of exams, and we need input from visual design or digital video experts to define the most important skills that candidates should know. Instructions are below, and each survey should take 15-30 minutes to complete.

Another way to help is to simply keep in touch! If you have ideas, questions, or concerns related to certification, I would love to hear from you. Feedback from educators is essential for keeping our programs and resources relevant, so if you feel passionately about certification in the classroom, please reach out. There may also be opportunities in the future to help develop new exam content.

Thank you very much for your support, and for joining the ACL community! I look forward to working with and learning from you all.


Rosy Capron (

Subject Matter Experts at Certiport have written testing objectives for the knowledge and skills considered critical for the target ACA candidate. Your role as an educator is to assess the relevance of each of these objectives, as well as the frequency of candidates’ use of each skill. The ACA candidate description is in the right-hand column, so please visualize this person as you complete the survey.

Adobe Premiere Pro:

Adobe InDesign:

Adobe After Effects:

Surveys will close on November 24.

Part 1 – Background Questions: Your demographic and contact information will not be used for any purpose other than survey analysis.

Part 2 – Objectives Ratings: You will be asked to rate 20 Objectives that have been divided into 5 Domains. You will rate them on scales of Relevance and Frequency. You may also make comments on each objective, but it is not required.

Relevance: Rate how relevant you believe this objective is to determining whether or not an examinee should be certified. The lowest number represents little or no relevance, while the highest number represents the highest possible relevance.

Frequency: Rate how often this task or objective would need to be performed by an Adobe Certified Associate. The lowest number indicates the lowest frequency and the highest number represents the highest frequency.

Part 3 – Section Distribution: This part of the survey asks you to specify how much of the exam should be focused on each of the 5 domains. The 5 domains show up on the left, and you type the percent of the exam you feel should be devoted to that section in the box on the right. The percentages need to add up to 100 percent. The survey totals the percentages you have entered at the bottom of the screen next to Total Weight.

When you are finished, press the Complete Survey button. You may come back if you cannot complete the survey in one session; enter your email address and continue from where you ended the previous session.

Thank you!

2016 Internet Summit Keynote: Morgan Spurlock

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At 12:35pm On 11/17/16 I attended the Lunch Keynote presented by Morgan Spurlock | Academy Award-Nominated Director ofSuper Size Me & Host, CNN’s Inside Man at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

2016 Internet Summit Keynote: Morgan Spurlock

morgan-spurlockBest known for his critically-acclaimed hit documentary Super Size Me, Morgan Spurlock is a prolific, Oscar and Emmy-nominated film and television documentarian and campus speaker. He is the former host and creator of the popular reality program on FX, 30 Days. He hosted Current TV’s 50 Documentaries to See Before You Die and produced the online series Failure Club, which followed seven people as they try to achieve their dreams. In April 2012, Spurlock’s released the documentary, Comic-Con Episode IV – A Fan’s Hope, which follows a group of attendees around the 2010 San Diego Comic-Con, chronicling the madness of one of the largest events of the year. A month later, his doc Mansome hit theaters, which features an all-star cast of commentators including Will Arnett, Jason Bateman, and Zach Galifianakis who hilariously opine on the grooming habits of the 21st century man.


<h2>Stop sharing </h2>

<ul><li>NObody cares.

<li>you are embarrassing yourself. <li>Someone might rob you. <li>Your boss is watching</ul>

We looked through numerous great tweets. hope to see this later.

<h2>Creating world-changing content one sotry at a time</h2>

How cna you stand out without being a crazy person? We want to be different, lead and not follow. SO how can we do that? What does it tkae to create stories that are original and make a difference. You have to be ready and willing to take criticism.

He showed a great photo of him at a youth in West Virginia. Incredible people give us the courage to take the chances and the people who believe in you and your vision.

<h2>Persistance of Vision</h2>

Showed some film footage from Supersize Me. The movie cost $65,000 and it went to the Sundance film festival. How will it feel to be the belle of the ball. the cinderella who’s life will never be the same? The biggest thing is, you cannot plan for change. You cannot predict reactions. YOu can plan for impact and how you hope to affect change

What followed the success was an educational version of SuperSize Me. The kids chose to brownbag the lunches. This stopped up the school lunch program, demanding healthier lunches. He made an educational version, and lowered the price from $149.99 to $29.95. Then, the product was everywhere.

30 Days was the series that followed the product. The group who watched the show  began to have super visceral reactions. They moved quickly along to create compelling content that will grab people. DOn’t just own the space, own the impact.

<h2>DOn’t be afraid to do things people think are crazy</h2>

The greatest movie ever sold is a movie paid for by giving product placements. We thought it would be great, but no one was really interested. Product placement companies were also not pleased. They all blackballed him based on Cadillac placement Norm.

Ambercrombie & Fitch told him they wouldn’t make the movie, and that he wasn’t their material. He wasn’t young, he wasn’t handsome, and kinda funny looking. They sell clothing, and he wasn’t the type. From January until September he was constantly told no until caller 900+ said that they would do it.

Ban deodorant bought in. after 900 no’s they had $50,000. No one wanted to be first, but everyone wants to be second. Ban deodorant changed the entire playing field. People started saying yes!

Mane& Tail was his next big step. Its a shampoo made for both horses and people. HOw many times have you been in the shower- with your horse- and said “Why can’t there be a shampoo for both of us?” Mane & Tail were in.

He described the Mane & Tail shot: He pitched to Mane and Tail the following: A shot of a shower or tub. Pull out and I’m washing my 8 year-old son’s hair. Pull out and I’m washing my hair. Pull out and I’m washing my Shetlin Pony.

They were in, because they thought it was the greatest integration he’d ever heard of. He had really expected something to be quite weird

Here we watched the trailer for the movie.

This film revitalized him and his brand. This is the best time to be a storyteller. Now, there is a huge group of digital players ready and available. There are also outlets for businesses and your clients and customers will even create this material for you!

<h2>What stories should you tell?</h2>

GE wanted to remind people that we are an innovative company. Movies about MRI machines won’t cut it. Create an alignment of ideologies. For GE, building videos about people who are changing the world in ways you don’t even know about.

We watched fire with fire, a video on fighting cancer.

After that, we had 3min moments, 6min moments, and 9min. Microsoft was so pleased that they asked to do this with big filmmakers. and so they created the “we the economy” series.

We saw the film on medical costs.

Today, we’ve had 45million unique views. That’s because there are more home for digital content than ever before.

<h2>Now is the time to take risks</h2>

Dro5a asked for a way for a car to work on cow manure, Of course we could find a way to do it. Toyota Mirai exploded online.

<b>The more risks you take, the less risky things become</b> Those risky chances cause the new steps to really push things. He wanted to make content for Smart-ish people, especially millenial females. We created “what we teach girls”, “sexish”, and “present tense with Jillian Reed”.

I thought these were really cool. I’d vet a few of these for my kids.

refinery 29 will work with What we Teach Girls. Present/Tense will be picked up by Full Screen.

Materials created through risky projects really resonate with viewers. See “In A Galaxy” stormtrooper film. Once you begin working in a new, fresh way, you’ll be surprised how many of these projects begin coming toward you. And if you give each the attention it deserves, you’ll only start rolling in the trend.

Finding a good story in only the beginning. You need too get it into the hands, hearts and minds of your audience. That is the greatest accomplishment. This was a great talk.

Roundtable: Video Storytelling Strategies

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At 11:45am On 11/17/16 I attended the Roundtable: Video Storytelling Strategies
presented by Naike Romain | Product Marketing Specialist, Wistia, Carlos Gil | Head of Global Social Media, BMC Software, Chris Sanders | Industry Manager, Global Marketing Solutions, Facebook, and Jered Schneider | Executive Market Director, SnapShot Interactive at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Roundtable: Content Marketing Trends


Video is a powerful and emotive medium that provides brands with the opportunity to hit an emotional resonance with their customers. As we witness an explosion of video across the digital sphere, it’s estimated that 69% of all consumer internet traffic will be video-based by 2017. Given these stats, it’s crucial for brands to consider their video strategy carefully. There are major decisions to make in developing a visual storytelling roadmap: in-house or agency, live-streaming, and which social video platforms to prioritize. After attending this roundtable session, I hope to be able to:

  • Look critically at current visual marketing strategies and identify ways to optimize them.
  • Embrace the special features, capabilities, and audience demographics of each social video platform to foster different types of engagement and storytelling.
  • Evaluate the effectiveness of the video stories that best support your brand’s impact.

Guess I’ll see how this rolls out, but I hope to get some new ideas here.

<h2>What is the role of video?</h2>

Video is used to connect with audiences. What is the best way to connect with the audience? This is what all businesses are looking for. Video just happens to do that now. IF the first 3-seconds (the 3-second audition) fails, you’ve lost everyone. If you’re not ready with your video, its not facebook-ready. Once people are engaged with video, you can really drill down.


<h2>What if I work for a boring brand. Should we still tap into the video space?</h2>Users are a great source of content. A way to promote that and leverage that is to request it. Newsfeed on google is important. Not everything should be a video. Find the best voice and make that work instead of simply jumping to join the show. Learn how to treat your brand.

If you brand is boring, that should be squashed. every brand has a story that can be told. How it was created , how it interacts with the community, what it believes in. These are fully important items

For business that feel like they aren’t sexy, that’s a great opportunity. Use the restraints to create an interesting business opportunity. Really bring it to life. fabric structures might be boring, but a time-lapse video of the construction really brings that to life. Tell the story of the product coming together.

Instead of video storytelling, call it product storytelling. Instead of a static image, videos are great.

<h2>What are the platforms out there</h2>

Wistia is a platform, but teasers on social media didn’t work. We used it to get people to the website and likes, and conversion worked from there.

Facebook hosts all one groups videos for everything under 3min in space, and facebook live can be used for versatility. If you have a page, a video will join a video library, just like youtube. You can promote that, show to fans or relink back to that. Upload natively to get better use, but you can embed also. Native is a better option.

Snapchat finds that a video at the end of the day is difficult to place. Social media works well. With facebook having audio off by default, it shifts the industry. If a group isn’t going to turn the volume on, how do you change. No right answer here, but things should be project-specific.

<h2>Facebook live</h2>

BMC hosts all over the world. We show facebook video for facebook live for all keynotes. Its the best opportunity for reach right now (says facebook). We are people-marketing rather than social organic model. Its posted when updated or stored in video. THe cornerstone of the marketing is to get bodies in a room. If they cannot, facebook live is a great way to make that happen at a distance.

Third-party applications makes facebook into a webex-like opportunity.

<h2>how can it be used for storytelling</h2>

In some cases, thought has been used in placing these items. That allows direct engagement with the people and allows for a story to be mapped out in advance yet still have the live feeling.

Naike sees a lot of AMA-style interviews. In many cases, theres no need for fancy cameras and things, especially when in a social or non-production story. Events are great ways to leverage facebook live (especially hubspot). Raw live video tells a story that produced video cannot.

Every company has a story to tell. All these outlets can turn the video storytelling into a  reality.

Most marketing goals are to educate the customers and also to know who they are. Videos should not be at the top of the pipeline, but throughout. Showcase all steps of the product lifecycle.

Facebook has a reach and frequency tool that allows us to adjust the order of videos showcased. THis allows you to have general items at the top and specific videos near the bottom. There is no limit to facebook video length. We see 11 second video do fantastically, but 2-3minute vids do just as well.

<h2>who will win the battle on social and why?</h2>

Well, who wins the hashtag war? we are all part of the movement. snapchat gives a great feel for storytelling instagram has a grabable story option. Personal content does not require highly-produced and less salesy.

There is never a single social media option to win the battle on social

<h2> what do you need people to know?</h2>

Storytelling gets a lot of talk. A salespitch is not a story. Its a terrible story from a terrible friend. Sell a culture, sell a story. That is what endears us and sells a product.

Social media stories are “button” “educate” or “sell”.

When iPod launched, dancers took off. If the product was crappy, the commercials would have sucked. Video played a roll in the iPod story. video can be used in any part of the arc, but how should it? Introduction videos are different than the Know Our Product video

How we define videos are changing our industry. People should stop being afraid to be on video. 10 years ago, everyone was afraid to be in photos from phones. Video is where things are moving, so get on board and don’t be shy.

Roundtable: Content Marketing Trends

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At 11:00am On 11/17/16 I attended the Roundtable: Content Marketing Trends
presented by Michael Barber | Founder, barber&hewitt, Steven Barnard | Director of Commercial Marketing, Lenovo, and Amy Lavin | Director of the Digital Innovation in Marketing Program, Temple University at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Roundtable: Content Marketing Trendscontent-marketing

There’s little doubt that content marketing is an essential component of an effective digital marketing strategy. But good, proactive marketers know that to maintain brand relevance and up-level their campaign’s effectiveness. It’s critical to stay on top of constantly proliferating technologies and distribution channels. So, hopefully, this roundtable of experts will consult their crystal balls to consider:

  • Will “content marketing” simply become “marketing?”
  • How automation will expand the value and impact of content
  • Connecting content to KPIs
  • The intersection of content and customer journey mapping
  • Growing metrics associated with the pipeline versus a website

So, what are we doing well, and can do better

Its better to have a B and get it out there into the rev pipeline than to be perfect and a month or 2 weeks late.


How can we put the right message in front of the right customer. at TEMPLE U, its important to find the information that the customers want and put it in front of them. Making them care is far more effective than constant chatter.

Most are trying to get to attribution and content elasticity. It requires a lot of tech work behind the scenes. This time is added to the product, but the challenge is added to the product and while they look hard at small points, the full view is really important. Look at what works and embellish that.

Increasing power is best by asking alumnai and current customers to push our content out to others. We work elemental networks and themes to come up with special ideas and themes which will increase performance. Using our network allows us to rely more on worldwide peers if possible. The more we can work upstream the better we get.

talk about the process

Things that we do on the small scale, we look at things we’ve done in the past. Content on website from the past can be mined for conversion rates. What you did and how we marketed that can often be revived and applied to new products in the hope of sharing that koolaid.

While materials are not firmly placed, looking at each item which is successful is important. How can you measure effectiveness of long-cycle materials vs short-cycle materials? Most people don’t bother to look at these, and seeing how those conversions have been in the rev pipeline. IN cases when outsourced materials were too heavily dealt with by non-stakeholders were poorly received.

52% were hesitant to use online digital materials to pursue learning. This conference is about digital content and digital marketing. The unprepared demographics are really the 50+ population. Its more important to learn about those people but also to prepare for the people who will BECOME that generation and segment. If they are unready today, the potential for something relevant tomorrow will not likely be a silver bullet approach.

For those customers, its important to be realistic and open to the new generation. In 25 years, this will not be a problem. So what is the new, best way to get that message to them? its probably not digital.

Automation in the workplace. Where does content fit in this?

Well, the panel hasn’t figured that out, so their looking for those answers as well. 🙂

When you first adopt it, you don’t know how to integrate that. Over time, you evolve to an inbound strategy which works. Its like fishing. You use it, and focus on what works. displays and publisher sites are nice, but we need to focus on triggers and device/public search data. Triggered data from 1st and 3rd party data is important.

Inhouse studios. Should every brand think about this?

If you can, you should. Many people cannot afford it. However, if you can create the useful content and put it in front of the people that need it, you should. People enjoy the variety. it might be hard to scale this and prioritize its use. How could you have a single location which can service a multi-department agency? seems like it would be helpful, but difficult. People with the expertise would work well for companies so large that they cannot retain that talent

Where are things going with AR and VR

Panelists love facebook live. Their created content is small and consumable, snackable content. That is where things are headed. THey want 3-minute content. AR and VR have been around, but haven’t really taken off. They have been lame.

Until that evolves into an item which is beautiful, a nice medium to view and experience, that will open up a whole new world. Until then, no use until someone steps up. If it brings the cost of the sale down, you’re in business. If not, well, its a bust.


Are online sales general marketplace or how is mobile affecting content consumption?

For education, it changes the way to deliver that content. Mobile pushes educators to a new level. Online sales are pushed through channels. because of that, the mobile experience is really to push them to a sales rep. The #1 focus is a beautiful and useful interface for content. If the content leads to sales, excellent.

For some demographics and brands, 90+% are still interacting with desktops. Its important to know your brand.

Video Marketing Superpowers to Grow Your Business

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At 10:00am On 11/17/16 I attended Video Marketing Superpowers to Grow Your Business presented by Naike Romain | Product Marketing Specialist, Wistia at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Video Marketing Superpowers to Grow Your Business


naike-romainVideo is one of the fastest growing markets in business–expanding well beyond its assumed role in marketing. Lots of companies are starting to incorporate video across their organizations. I hope to learn how to use the (super) power of video to enhance sales, support, and internal training teams. Showing real-life examples of businesses using video across their companies, and sharing some video best practices for achieving team and company goals will hopefully be in store. During this session I hope to:

  • Understanding of how using video builds authenticity and trust
  • Identify opportunities to use video across your business
  • Develop a toolkit of Video production tips to get started right away

Understand the problems

Problem-soving is deeper than just hearing the current issue. The pesky, broader problem is competitors. OUr business is consistently butting up against the same ones. They are doing the same things we are doing in the same way we’re doing it.

1996 michael porter wrote and article to win over your competitiros. First you need operational effectiveness. DO the smae thing, just better and faster than them. Use strategic positioning to be better. if you have both, you have a sustatinable competitive advantage and a niche in which to grow. There is an innovative way to get to thethat advantage, but that is video

Video can let you do what you rcompetitors do just a bit faster and better.

what if
What if more peopler where coneected to you. If reps were better at keeping prospects engaged. What if people were delightful instead of adequate.

See Jessica’s performance appraisal video. Its fantastic. CHicco? Being away can be scary, because its a real concern. Watch video. CHicco is a baby brand. They made a video that resonates with the audience. WHo are the people who buy these products. Lets create a message that really resonates with those who are returning to the workplace.

When this video is done, you create a fondness for the prodcut. It may not help now, but it will certainly resonate.

why important

Connection is important. Once connected, people have a higher lifetime value. Video is the most emotional medium there is. creating an experience your audience cna feel helps them to create a cmental connection

People make emotional decisions and rationalize them afterward. Chris Savage, CEO WISTIA

My wife hates mayonnaise. If she gets it, she wants new bread, etc. However, she will punch you if you suggest Duke’s instead of Hellmans mayonnaise.

so how can you do this connection

understand your audience. think about tyour audience as a single viewer. identifyu the message that would resonate best. create smaller videos with unique messages for different audiences. it doesn’t have to be a grand hotel to lobby and pool video. It can be a small video.

Email is not effective. Videos are personal, the most important there is.


Meet new Qards video.
It is a video from wordpress discussing the ease of use with the new qards product. It might be difficult to put this stuff in boring text on a page. HOwefver, with a quick video, you get the idea how it works and how fast and simple it is.

your buyers are 67% through the buying process before they talk to your sales rep. THey want to make great choices. Video lends itself to demonstrate instead of document. 74% would rather watch a video rather than reach out to support or read about the solution. I find that’s accurate.

You’re doing a disservice when you fail to make video content.

Rharper from wistia screencast
The actions might be hard to describe in writing, but in a short video (20seconds) he was able to showcase how to do the actions. Having his face on the screen reinforces the connection to the customers

1)why you should care
2)what does this do?
3)how do I use it?

if its educational, have a clear beginning, middle and end. Keep a face on screen if possible. Use conversational language. Organize it to be broken down into digestible chunks.

HOw to use video to convers

[ crazyegg video on heatmap conversion when they aren’t paying attention]

This video is educational, but also conversion. having the video on the landing page heavily increases the conversion numbers. videos are more than just a passive asset on the website. Give it a job to do!

74% viewers who watched a video converted. Keep the quality of the content in lead generation videos high. Shouw your audinece something new. Consider your retlationship with each viewer and try to tlign with each stage of the relationship.
WHere is your audience in their lifecycle with you? At beginning have high-quality education video. At end, keep videos personal, aligned to convert, and comparisons to showcase the ability of your product. Show them something new. Optimize the existing strategies by working better and faster.

Just by nature of showing who makes up your business, you’re differentiating yourself.

Put these powers to work. Don’t just create, give it a job to do

Your product is Your Brand. Your Brand is a Product.

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At 9:15am On 11/17/16 I attended Your product is Your Brand. Your Brand is a Product presented by Josh Gibbs and Dr. Jeff Smith | Bandwidth at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Your product is Your Brand. Your Brand is a Product.


“Josh Gibbs and Dr. Jeff Smith from Bandwidth will guide you through a rapid-fire working session highlighting the overlap between product, brand, and marketing”. I hope they week show you examples of successful, and not so successful, brand and product alignments. They will walk through their works in progress to show you the exact challenges and pitfalls they encounter every day, and how to overcome them.

I hope to learn:

  • How to quickly benchmark the relationship between product and marketing
  • How to apply product design best practices to your brand
  • How to systematically translate your products into an enduring brand

It started with a slideshow of puppy dogs, so that’s a fine start, I think.

Brands: Evoking Emotion

WE started with puppies to give you a good feeling. AMazon is happy, because we like getting gifts and packages. Negative brands, like the DMV

if {
bproduct evoke emotion
brands evoke emotion

products are brands


people experience your brand through your products
Interacting with your brand is interact with products
Your Brand is what others say it is

Know and influednce what others say

ABC of brand maturity

l1 Authentic
l2 Awareness
l3 Accountable. big awareness, beneficial

Is your brand authentic? Your brand is what others say it is. Method: stakeholder interviews. Find out the WHY behind what they are hoping to accomplish, and why is that? Interviewing is an art form, it is challenging. Advice here: ask what you want to accomplish, and ask why. Get the fundamentals drivers. ALSO, silence is golden. Show and ask vs. Show and tell.

At bandwidth, wee what people know so you can document and use it. Use the same methods you use on outside sources with interior sources. Consult everything and everyone. It is important to get everyone involved in the process.

Create personas without talking to people first. how close are you to the users. if close, you can know how to better handle them. if you’re off base, time to learn. Validate afterwards with actual customers. Do you need to train your staff?

Is your brand beautiful?

Unless your brand is intentionally ugly, quickly make some things and gather feedback. With a tool like 99designs (not recommended for everything), is a fine way to get feedback. 99d and USERBOB simplify the relationship from people. for $25 you can get 25 1-minute videos of people using the website. It is a quick turnaround. User testing can only take a short time to get rapid feedback.

WE should try this!

Is your brand promise clear?

Your brand is what others say. method?: the five second test/customer interview. Show for a short time and have them react. USERBOB and USERTESTING are great for this. These can be pre-screened for higher fees. Because the feedback is so fast, there is no reason why you cannot take it and make it beautiful

USERBOB and USERTESTING are for more than products. THey can go from web brand to product. Do peoples perceptions changE? if they change, its called brand schizophrenia. Make sure you have a consistent experience from one item to the next. Otherwise you create an inconsistent feel. It can also work with paper prototypes


Are people aware of your brand. See image of marketing tech brands. There are so many companies out there. Take time to measure how people feel about your brand.

Don’t use surveymonkey. Its ugly.

Always collect data to integrate brand and product.

Is the brand beneficial

Tie your brand to revenue. Use TYPEFORM. its great to marry quantitative to qualitative data. It;s $20 and has free

is it consistent

experience map and artifact analysis.
Experience mapping from experience mapping adaptive prints guide to experience mapping- find that

Sample of mapping out and experience…

Map out the experience the user will have with your website and/or services. What are the touchpoints that they have. What is the message, what is the voice you’re using?
Are the important message getting stuck behind the unimportant ones. WHat are the challenges that the staff is facing. If important things are causing problems. FInd the touchpoints inside the product and outside the product, because those are ALSO the product.

Pruning the product/brand tree. Print out your collateral. pull out key individuals and put your feelings about the materials we are providing. What do they love, what do they hate? print it, stick it. Keep good stuff and lose old materials.

Solve the customer’s problem

Solve the customer’s problem. Don’t just do what’s easiest for you. Everyone says the customer is important, but what is the reality? think customer first in an actionable way.


Is your brand accountable. Method NPS, word of mouth

Lean analytics by eric ries

When justifying brand initiatives, how dowes that tie back to revenue?

vanity metrics vs actionable metrics joe chernov wean off vanity metrics.
pedowitz group the rev marketing journey

Moving from traditional marketing to rev marketing

is your brand collaborative?
Your brand is what they say it is. Method: participation design

See how a large brand brings in large brand participation. Get people involved and let them feel included. This did look great in 1999. THis doesn’t look like our product anymore. Look at other brands. Evaluate other brands. What can we take and make our own. Lets get behind this new idea, in the branding and launch it.

I think this would be awesome to do on some courses

l1 authentic
l2 awareness
l3 authentic

Case study SPRINT.
Monday: interviews with internal and externals

Customer Acquisition Strategies for Startups

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At 8:30am On 11/17/16 I attended the Customer Acquisition Strategies for Startups presented by Robert Glazer | Founder & Managing Director, Acceleration Partners at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Develop a Facebook Advertising Strategy to Reach Your Best Prospects – Pre-Conference Intensive Workshop



robert-glazerCustomer acquisition is top of mind for many startups. While they want to know how to attract new customers, many are uncertain about where to find them and how to get them to convert. Robert Glazer, Founder and Managing Director at Acceleration Partners, will share best practices on how to elevate your customer acquisition strategy so it delivers on the promise of raising brand awareness, attracting new customers and increasing the bottom line.  He’ll also share case studies on how to apply these strategies to improve results.

As an attendee of this session I hope to walk away with a better understanding of:

  • What’s driving the latest trends in customer acquisition
  • Strategies and best practices for boosting engagement and conversions
  • Pitfalls to avoid when developing and managing your campaigns
  • Real-life examples of successful customer acquisition programs

Guess I’ll see what I see when its all said and done.

THis will be about taking an ad firm to get the power of a large company in a small company. Apps and mobile are taking the place of some desktop. Mobile sites are now about conversion and they are restricting functionality. Pay attention to your business first. Design your strategy intelligently. Attribution Modeling

While 38% do not have an acquisition model and it looks odd, it is down from 50+% last year. Several channels are being used and touching. Google analytics is really working, and attribution of funds can be easily seen through google analytics data. SOme channels are really helping, and others are really only helpinng during the last minute.

ANother big trend here is the increase in video use. MIllenials are the META generation. Kids are more likely to watch videos of people playing or watching people opening the boxes. Videos are great ways to show the customers what they’ll receive.

Personalization is big. The one-to-one use of the web. Many people are talking email or messaging. THink instead a lifecycle campaign or startup cycle. THere are huge opportunities to use the CRM or site to show people different things based on their wants/needs. THere is a huge increase of audience, so that means that creative is increasing so that things can be important. marketing channels personalized


B2C content marketing social media platform usage – 94%, twitter 84%. Facebook is not about likes anymore. Its about sharing, getting content out there. Content is to be selfless. COntent should be related to brand and authentic. DOn’t tlak about the product, talk about the things that are quality and have 1,000 people to share that. Meaningful content will bring a ton of organic reach. If you can get your materials to spread through cannehls.

Facebook messenger active users monthly is increasing. Chatting and messenger activity is heavy right now. It is increasingly how cusotmersd will act and interact.

<h2>Strategies, best practices & case Studies</h2>

<h2>Organic search</h2>

An audit is probably step number one in a new company. With all algorithm changes due to gamification, build a good site with great content. ALgorithm updates are constantly checking for cheaters. Start with a plan, then act. People wouldn’t want a website built with no plan.

In depth analysis of business and audience needs.ongoing optimization and a great strategy.

Start with an idea. Build a landing page around each item. Fill with great images and links, great content. Take the time to design everything to be great. Plenty of companies have thousands of pages. THey don’t have time to personalize the page to the content, but you can.

<h2>paid search</h2>

YOu cannot always go against big groups with money. A/b test, be smarter, more nuanced, and know your audience. A new sneaker will not push against adidas. Instead, segment your ideas and focus on solutions.

If you need to build campaigns, focus on ones that work. Start slowly, and never pay agencies on % of Spend. Otherwise you’ll just be throwing money.

<h2>paid social</h2>

A detailed plan for acquitring high-value customers. Get information on clients (actual) and use the “Like this” functionality in facebook to target audiences that are similar to the customers you already have. Work harder and smarter by reflecting on your buyer base and getting around those segments about the population.

Paid social case study: Lovepop. By targeting the customers and watchers of SHARKTANK, they pushed the show before they were on it. After the show, they targeted them to discuss being on the show, see what else we can do. Being specific in the message and audience was a success ful campaign


Often retarget is about reshowing ads. Run from anyone who discusses viewthrough. people who are being retargeted are people who are already your customers. You are more likely to be president 3 times in a row than to click on a banner ad. Facebook is a big place for retargeting.

<h2>afiliate marketing</h2>

Create a rate and CFP model. You can put conditions down, and set who you want and don’t want. 10% of sales is returned to affliliate, 2% for leads, etc. SOme companies want their own branded marketing. You can pay them as they deliver or you can set what/when to produce.

<h2>agency vs in-house</h2>

Its great to be one thing but terrible to try to be good at everything. Agencies often want one size fits all. They often have a bait/switch mentaility with an expert discussion but a junior executing. The y have misaligned incentives- particularly on % of Speend. Branded vs non-branded reporting, and little attention paid to fraud. Make sure your results are determined specifically. Make sure to set your own requirements and set them up front.

In-house  can have a lot of turnover in hot markets, and everyone is required to be a jack of all trade.Does your team have this capability?

email, social, seo are best in house. PPC, afiliate, display are best agency.

<h2>Organic search</h2>

COntent often done best inhouse. Maker sure the whole team knows how this affects the business and site.

<h2>display and paid search</h2>

Paid search is a full time job. its hard to be good at all parts.

<H2>social media</h2>Social media is best in house, but paid is a different source, especially if they don’t have the tools or experience.

<h2>CRM</h2>CRM is tech platform, so keep that inhouse

<h2>Affiliate</h2>This is a full-time Job. Most firms who do this well internally is