“No one will remember what you said. They will remember how you made them feel.” – Matthew Luhn, Pixar
This is a quick summary of what I found most interesting from the first (of many hopefully) Dublin Tech Summit. Apologies to all the techies, but as much as I wanted to see and review all the cool gadgets and tech start-ups, I only had the time for the marketing-related speakers. And there were some speakers:
- Gary Vaynerchuck – digital marketing and social media guru
- Matthew Luhn – Storyteller veteran, Pixar
- Dongbai Guo – CTO AliExpress
- Marc Preusche – LeROI Marketing Consulting & Intelligence
- Jared Grusd – CEO Huffington Post
- Bruce Daisley – EMEA Vice President, Twitter
- Norm Johnston – Global Chief Strategy & Digital Officer Mindshare Worldwide
- Chris Jones – Global Audience Development Specialist, Google
- Ben Jones – QuantumX & Bull in a China Shop
There were many more, which I am probably missing, but you will forgive me, it has been a long day. Here are some of the key findings from what these guys had to say.
The importance of a good story
For us, as marketers, the most important thing we have to do is grab our audience’s attention. No one knows how to do that better than the guys from Pixar. Matthew Luhn is a legend in the company and has been involved in a lot of movies such as Toy Story. He had some great tips on how to build and what a good story should include.
To grab people’s attention, make your story unusual, unexpected or even hook the audience with a conflict. Another great take from his talk was “Don’t be clever. Be vulnerable and honest.” People will see if you are trying to be clever with them. By doing that you are risking of losing the audience by underestimating them.
Matthew Luhn also gave us some structural tips. The story we create should be meaningful. To achieve that we must make it:
- Memorable – 5% remember stats and 65% remember the story (stats from his presentation). Find a way to connect and touch your audience’s feelings in order to remember you and wrap that story around the information you wanted to deliver.
- Impactful – Here he talked about the importance of what he said “roller-coaster of emotions”. Happy and sad moments should be taking turns in order to achieve that roller-coaster. He gave us an example with Steve Jobs’ (shocker) presentations. How he talked about new technologies (the Apple smartphone) and old technologies (smartphones before iPhone, which were really not smart)
- Personal – Make it personal to your audience, create a “hook”. For example – “What if you can put 1000 songs in your pocket” – Steve Jobs presenting the iPod
- At last, he gave us the golden rule for a good story and its delivery. Every story should have
- Set up
- Pay off
He finished up with a great campaign from Always which cost them almost nothing, but it was such a great story, following pretty much everything he said a story should have. You can see it here:
Every marketing speaker I listened to have said “video” at least once in their presentations. Gary Vaynerchuck, Jared Grusd and Chris Jones, they were all talking about how important video is to keep your audience engaged. We all know people’s attention span is less than 8 seconds and it will get even lower than that. That is why Matthew Luhn’s storytelling tips and especially the “hook” part are so important.
Here are some tips from Google’s Chris Jones for a good video strategy:
- Think mobile-first (that goes in general now, not just video)
- Make your content unique
- Leverage social to drive more traffic
- Make it short and sweet, 30 seconds is an eternity online (remember 8 seconds attention span)
Two great speakers on big data and how it affects marketers from Dongbai Guo from AliExpress and Marc Preusche from LeROI Marketing Consulting & Intelligence. AliExpress is going global and they are using big data to help them personalise their marketing strategy to the needs of the relevant market. He was a bit too technical for me so I will move on to Marc Preusche.
Marc Preusche gave us some insights about data which frankly surprised me a bit. I was not surprised by the figures he presented on how much data is collected but was very surprised by how much of it is analysed. Every day 2.5 quintillion bytes of data is collected. No, I do not have an idea of how much is that, but I know it is a lot. There are a lot of zeros in a quintillion. By 2020 this data is expected to rise to 44 Zettabytes (a few more zeros there). Now the kicker – we only analyse 0.5% of this data! And on that bombshell, I will move on to the next subject.
Engagement in social media
Here Chris Jones from Google had some insights on what marketers should be doing to keep their audience on social platforms engaged. Video, 360, stories and lifestream were all included in his talk. These are some ideas he shared on content:
- It should be evergreen
- Should post on a regular schedule
- Create catchy snippets
- Have a clear call to action
The third wave of digital disruption
That was one of my favourite talks, from Norm Johnston, a Global Chief Strategy & Digital Officer at Mindshare Worldwide. The three digital disruptions he talks about are:
From his talk, I begin to realize how quickly technology actually is evolving. I know we all talk about augmented and virtual reality and voice search and commands, but he presented data that showed that they are not just talks. The Internet of Things is taking over, and fast, so we as marketers should be following every aspect of it closely, otherwise, it will surpass us without us even knowing it.
For example, his research showed that 55% of millennials are using voice search on their phones. With Amazon’s Echo, Microsoft’s Cortana and Google’s Home this way of communicating with technology is going to be even greater. IBM’s Watson and Google’s AI are also rapidly evolving. He even said a scary story about a few of Google’s algorithms. The story was that Google engineers recently found out that their different AI neuro-algorithms were communicating with each other, without the knowledge of the humans. When the humans realized that, they could not figure out what were they communicating about. Skynet?!
The future is here, do not miss it.
The human touch
This was the last take and probably the most important for me from the first day of the Dublin Tech Summit. Why it is so important for me? Because of all this technology and tools, we kind of forgetting who we are and how important we are, and not just for marketing.
The highlight of the talks for me came from Ben Jones from QuantumX & Bull in a China Shop.
His main point was that we should not be afraid of the future. AI and digital may transform the way we live, communicate and trade, but like any other evolution, it is just a tool.
We should not forget about the human factor and we should embrace it. Jared Grusd, Huffington Post’s CEO also mentioned how important the human touch is. An AI or robot could never create a story that will be funny and serious at the same time. AI would not be able to create that roller-coaster of emotions that Matthew Luhn from Pixar was so passionate about. Technology will not replace us, we will not become obsolete, but it is the tool that we change the way we live……..and marketing, it is a marketing blog after all.
That was just a summary of what it has been a great day. I will be posting a summary of the second day and separate blogs on each of the key findings, so stay tuned or follow me on social.