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iStrategy 2011: What speakers said
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iStrategy 2011: What speakers said

May 18, 2011

IamExpat attended the iStrategy European Conference 2011 in Amsterdam and presents pearls of wisdom from several panelists and keynote speakers.

Andy Chen
CEO at Preview Networks
› In the attention economy, the next 20 seconds will determine your next 20 minutes and 2 hours.
› Video commerce is emerging as one of the hottest areas in e-commerce.
› Content is the king. Distribution is the queen. Video is the crown.
› Content without distribution is a museum piece.

Thomas Marzano
Creative Director Online Brand Communications at Philips
› A brand is what people think it is.
› Customer journey is the purchase path. Experience flow is the emotional side of that journey.

Luuk De Jager
Senior Director, Head B2C Online, Philips Consumer Lifestyle
› Projected video during presentation:

Jan Rezab
CEO at Candytech
About facebook pages:
› Local engagement is between 3 to 7 times bigger than on a global scale.
› Get the response ratio on your fans posts above 80%.

Stephan Lee
CEO at Dimelo
› Do not expect people to become brand advocates until you resolve their problems.

Manny Anekal
Global Director Brand Advertising at Zynga
› The 1-9-90 rule: 1% of your fans creates. 9% shares. 90% consumes.

Mike Burgess
Digital Development Director at Seven
› We believe engagement, not interruption, is the future of marketing.

Michael Aidan
Evian Global Brand Director at Danone Waters
› It's a new world (the digital) but not a hostile one.
› We can do things on the web that we could never do before.

Frederick Townes
CTO at Mashable
› Is there still Digg?
› Your presence on a network is not enough; you need tools to track and measure your engagement.
› Social media strategy alone is not enough; you need a tactical plan too.
› Tools will be so sophisticated that you'll be able to quantify the opportunity costs of your decisions in the future.

Evan Cohen
General Manager at Foursquare
› We wanted to make our service more viral and engaging. We took inspiration from the gaming industry.
› Badges are actually changing behaviours; people go to the gym, attend college classes etc. to unlock them.
› The community is generating events and expanding itself. We're trying to engage with them as often as possible.
› How can we use the Internet to get people off the Internet?

Jann Depoys
Head of Display Advertising at eBay Europe
› Four aspects to consider in target advertising: demographics, keywords, verticals and location.

Paul Dunnay
CMO at Network Insights
› Social media should focus on conversations, not publications. Leverage the long tail of conversations!

Gillian Muessig
Co-Founder at SEO MOZ


More presentations from iStrategy European Conferences here.