For the last five years iSiteDesign has been hosting Love @ First Website (#LFW). It's a half-day event where you get to listen to 3 or 4 speakers share about their business and their website and/or web presence. I've attended 3 of the 5 events and have always taken away a few nuggets. This years theme was "Dare to Delight." My notes follow.
Owner of Big Deal PR; Instructor of Social Media Marketing at Portland State; and ghost tweeter as Mad Men's (AMC) Peggy Olson (@peggyolson) Twitter @peggyolson Lessons:
1. Get there first
2. Stay on message
3. Always listen first
4. Admit when you're wrong; Give credit due
5. Build community; everyone wants to be acknowledge.
6. It's a real job; it's a real tool (i.e. It takes time and effort to have a Twitter/social presence)
Sr. Director of eCommerce, Columbia Sportswear
Columbia Sportswear basics:
1. Make Brand the #1 Focus
2. Be Truly Multi-channel (Zipcar demonstrated this)
3. Think Like a Customer (Zipcar demonstrated this)
4. Provide an Online Experience
5. Overload with Images & Info (i.e. Make sure that you have the content for those who are looking for it)
6. Leverage Content (At Ralph Loren/Polo, each group (offline/online) did all their own photo shoots and other collateral. At Columbia, they all share everything)
7. Socialize (When they [finally] added a Facebook Fan Page, it grew [huge number] on the first day)
8. Build a Scalable, Global Digital Platform
9. Encourage Innovation (They have innovated re-usable boxes, "A Box Life" -- 68% of online orders select to ship in a used boxed: so much that they are running out of used box inventory. All new and used boxes have a trackable re-use sticker, where receivers can log into a website and tell how they are re-using the box they have. This is not Columbia branded, and will shortly open to three other companies.)
10. Look to the Future
Lesley Mottla & Lisa Rigano
1. Understand your customer experience. ("Eat your own dog food.")
2. Get the basics right and do them really well.
3. One size doesn't fit all. (Different cultures have different things they want/like. E.g. Portland wants bike racks; London wants small cars.)
4. Schedule randomness, spot awesomeness. (You can't do something extra for everyone, but you can schedule time to do something extra for some. They had learned a customer liked Skittles. Onetime when the customer reserved a car, they surprised him by having a bag of Skittles in it for him.)
5. Get out of your own backyard.