I recently spent the last few days in Tampa, Florida, attending and speaking at the SocialFresh East conference. SocialFresh, if you haven’t been, is one of the leading social media conferences. However, in a crowd where the relative skill level is more of a Pareto curve than a bell curve, SocialFresh can seem to offer less to the advanced marketing practitioner.
So how do you get the most out of an event where the majority of the content has to be aimed at the 100 or 200 level when you’re practicing at the 300, 400, or graduate student level? The answer is similar to how chefs function when looking at the work of their peers. Rather than wait for someone to hand them a recipe (especially when their peers present a competitive dish), they have to rely on their own expertise to understand what it is they are seeing and reference what they know how to do to achieve the same or similar effects. Ask yourself when you see a finished dish, “How would I cook that?”
For example, when looking at the contents of Morgan Johnston’s JetBlue presentation (which was an excellent talk), one of the “dishes” was the extensive use of NetPromoter scores on various JetBlue flight legs. NPS scores for BOS-TPA will of course be different than BOS-SFO, and JetBlue uses those NetPromoter scores to diagnose where their service is lacking.
That’s the final, finished dish, and a wonderful one at that. So how would an advanced marketing practitioner deal with that piece of information, that idea? For one thing, NetPromoter scores follow a traditional question and answer format, a format that is standardized for consistency. “On a scale of 1 to 10, would you recommend this product or service” is typical of NPS surveys. Obviously, it doesn’t take a rocket surgeon to survey customers whether or not you use NPS to do so. The first step would then be to launch a surveying program of your own.
The second step is to consider what was said, that there was a correlation between NPS scores and revenues that made ethe methodology worthwhile. You’d have to then take the survey data for your product or service and align it with y our sales and marketing data, then run basic Pearson R-score correlations to determine whether your surveying efforts bear a similar relationship to your revenues. If the answer is yes, then you’ve now got a methodology, a recipe of your own, that you can use to assess your company’s products or services. If the answer is no, then perhaps that recipe isn’t suited for your organization.
That’s how even advanced practitioners can get a great deal out of conferences that serve all kinds of audiences and all kinds of skill levels. Advanced practitioners just have to recognize that they are beyond the stage where someone is going to hand them a recipe and tell them to cook – instead, they have to be able to cook on their own and understand what to do in order to make a dish just like what their peers are showing off, but customized to their specific company.
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