Erik Qualman provided the keynote, “Digital Transformation: Designing Your Future,” for the summit and showed his very popular annual video with key stats about who is using social media and how they approach it. Did you know the human attention span is now less than that of a goldfish?
One of the most key points Qualman brought up was benchmarking. Data means nothing without context. Compare the data to internal (month over month) to external (industry). Go from the offense of reacting to what your competitors do to using data for defense to start leading the industry. Don’t be ahead of the market; be ahead of your competition. In order to do that, you need to know what your competition is up to.
Here are some other highlights.
93 percent of buying decisions are influenced by social media.
Mobile is huge. Upwards of 80 percent of video consumption is on mobile.
Collective info and social search to save people time will be huge. E.g., if your friend searched for information on a car seat, being able to use their search and information to inform your own journey without having to do the same research.
Say no to multitasking/switch tasking. Focus on one thing at a time.
Fixing a mistake makes a customer three times more likely to be a repeat customer than a customer who had no problem at all.
People want their digital privacy back and are asking themselves who can they trust with their information.
Turn the selfie mindset around. Post it forward.
Things happen for me, not to me.
Step into discomfort. If there’s not pushback, you’re not being a pioneer.