Highlights from W2O Group’s 2017 PreCommerce Summit (PT. 2)

From speaker videos to event photos our recap page of W2O at SXSW has it all!

The second half of the 2017 PreCommerce Summit continued the momentum that I blogged about in the part 1 highlights. And it’s not just folks like me who recognized the quality of the speakers.

Topic: Hashtagging he Mona Lisa: Navigating the Visual Search Gap

David Berkowitz: Chief Strategy Officer – Sysomos; Follow David on Twitter @dberkowitz

Key Takeaways:

  • Did you know that Jennifer Lopez’s dress from the 2000 Grammys is what inspired Google Image Search?
  • Pinterest is one of the world’s biggest search engines with 2 billion searches per month. 97% of those searches are unbranded.
  • 74% of consumers say text-based keyword searches are inefficient for helping them find the right products; 67% say quality of product images are a very important factor when purchasing products.

You can view the full version of his annotated presentation by visiting: bit.ly/hashtagmona 

Topic: The CMOs Greatest Enemy

Mark Stouse, CEO – Proof Analytics; Follow Mark on Twitter @markstouse

Key Takeaways:

  • A record number of CMOs lost their jobs in 2016; average time period is around 2 years
  • According to CMO Council survey of Fortune 1000 business leaders, #1 reason was a failure to prove a business impact.
  • Out of more than 10,000 board seats in Fortune 1000 companies, more than 3.500 board members come from sales organization; only 78 board seats are held by marketers, primarily because sales has a direct connection to revenue and economic impact.
  • The CMOs greatest enemy is time to impact. In almost all cases, marketing campaigns don’t have immediate impact. The benefits take time to materialize. Many CMOs are fired right about the time the positive revenue impact occurs.

The discussion with Mark begins close to the 19-minute mark of this video.

Topic: Not so Quiet on the Internet Front

TK Keanini, Principal Engineer – Cisco; Follow TK on Twitter @tkeanini

Key Takeaways:

  • Cisco has a team of over 250 people dedicated to understanding what the bad hackers are doing
  • They work to prevent 20 billion threats every day
  • Cybercrime is a huge problem because it is so profitable for the bad guys
  • TK estimates that a 1 – 2 person team can earn ~ $34 million through simple ransomware exploits. Will continue to be a problem until we make it more expensive for them.

TK’s session starts at just over the 33-minute mark in this video.

Fireside Chat Topic: Brand and Influencer Partnerships

Ali Grace Marquart, Co-Founder – Mavvy; Follow Ali on Twitter @model_esq

Nick Bateman, Model/Actor/Influencer; Follow Nick on Twitter @ItsNickBateman

Key Takeaways:

  • Nick was on Instagram early. He started growing his followers when he made it to the Popular page on the network.
  • Nicks content strategy: pay attention to what content works; keep publishing more of the kind of content that resonates with your audience.
  • Being authentic is Nick’s approach. H only works with brands whose products he personally uses.
  • Per Ali, it’s important that brands collaborate with influencers to help them retain an authentic voice. Doing so allows you to fully leverage influencers’ in an authentic way.
  • Per Ali, legal contracts around owning and distributing content through influencers continues to evolve.

Fireside Chat Topic: Unconscious Bias and Gender Discrimination

Robin Hauser, Director/Producer – Bias Documentary; Follow Robin on Twitter @Rubie226

Judith Williams, Global Head of Diversity – Dropbox; Follow Judith on Twitter @judithmwilliams

Key Takeaways:

  • Besides being the right thing to do, diversity makes business sense too. Research shows that diverse teams are more productive and more creative too.
  • Unconscious bias are errors in perception that occur because of the ways our brains process data.
  • Per Judith, don’t hire for culture fit. Hire for culture contribution.
  • From Robin: A good business reason for thinking about unconscious bias? Think of all the potential business opportunities you miss when you don’t pay attention to them.
  • Companies miss opportunities by not having a variety of options at the table.
  • Example of unconscious bias: when Google rolled out the first YouTube app for the iPhone that allowed users to upload videos from their phones, many uploaded videos were presented upside down because the engineering team did not have a single left-handed programmer.
  • Solution to unconscious bias in the workplace? Short-term: find or develop an active ally. Long-term: wake up!

The fireside chat with Robin and Judith starts at about the 1 hour, 7.5-minute mark in this video.

Topic: Elevating Diversity Through Marketing

Mary Ellen Dugan, CMO – WP Engine; Follow Mary Ellen on Twitter @maryedugan

Key Takeaways:

  • Diversity is something that should be intentionally embraced.
  • 65% of WP Engine’s executives are women
  • 30% of the company’s employees do not have college degrees
  • To ensure the company thinks about the customer, WP Engine’s conference rooms have one orange chair. Whoever sits in that chair must represent the voice of the customer. Lots of positive feedback from the Twitter stream on this idea!

Mary Ellen’s session starts at about the 1 hour, 38-minute mark in this video.

Topic: Building Trust Through Authentic Workplace Communication

Jim Larrison, President & Co-Founder – Dynamic Signal; Follow Jim on Twitter @JLarrison

Key Takeaways:

  • According to research, 75% of company employees miss news and other important information
  • 86% want and expect information mobile first
  • 90% of employees say company intranet is not useful
  • Keep communications simple. Remember everything is not urgent, and reach employees where they are.
  • Engage employees like customers. If it’s boring, they won’t read it!

Jim’s session starts at about the 1 hour, 49-minute in this video.

Topic: The Human Firewall: Breaking Through the Content Clutter

Bryan Kramer, CEO – PureMatter; Follow Bryan on Twitter @bryankramer

Key Takeaways:

  • Stop thinking of things in terms of B2B or B2C. H2H is what matters: Human to Human.
  • Bryan discussed his 90 Days to Ellen campaign, which was a 90-day experiment to have lunch with Ellen DeGeneres and to raise money for Feeding America. Ultimately, the campaign failed because they did not create enough of a shared interest.
  • A basic need is connection. Connection is why we share on social media.
  • Bonus: There are 6 types of sharers. Want to see what kind of sharer you are? Take Bryan’s quiz at com/w20

Bryan’s session starts just before the 2 hour, 1-minute mark in this video.

Fireside Chat Topic: Are You Using the Wrong Data?

Mike Clark, Head of Analytics & Research – Google; Follow Mike on Twitter @michaelhclarke

Brett Hurt, CEO & Co-Founder – data.world; Follow Brett on Twitter @databrett

Carla Piñeyro Sublett, SVP & CMO – Rackspace; Follow Carla on Twitter @pineyro

Key Takeaways:

  • Per Carla, ROI is a CMO’s ultimate dilemma. And it’s compounded by volume—we create 2.5 quintillion bytes of data every day.
  • Data is the new crude oil—it’s crude, hard to find and buried away somewhere.
  • We are still in the early stage of data. Brett referred to them as the dinosaur days to put it in perspective.

The data fireside chat session starts just before the 2 hour, 13-minute mark in this video.

Topic: Corporate Reputation in the Age of Distrust

Torod Neptune, Corporate Vice President, Communications – Verizon; Follow Torod on Twitter @TorodNeptune

Our own Gary Grates sat down with Torod Neptune, who has been leading the communications team for Verizon Corporate for quite a while. They discussed reputation and

Key Takeaways:

  • Trust in corporations is at an all-time low for 2 reasons: short-term quarterly view 2) too much focus on self-interest.
  • It’s most important to think about what would get customers to root for us and to want us to be successful in society in general. That’s how we get to understanding out soul as a company
  • Much of that mistrust comes from a disconnect between how we aspire to be seen and how we behave or the way we operate as a company.
  • You can’t manage the future with a mindset of the past. Reputation looks at what a company has done. Relevance looks at what a company is doing.
  • While access to data is a good thing, volume of data is a challenge—especially when much of it doesn’t seem to be actionable. That’s part of the reason we default to what we know.
  • Insights from data are key because if organizations can’t digest the data, if practitioners can’t use it, it doesn’t help anyone.
  • Storytelling: You have to find ways to produce content that matters to customers and while providing insight into the soul of our company. Not an easy task…

Gary’s fireside chat with Torod starts at just past the 2 hour 39-minute mark in this video.

Topic: The Corporate Innovation Imperative

Jeremiah Owyang, Founder – Crowd Companies; Follow Jeremiah on Twitter @jowyang

Key Takeaways:

  • With so much disruption happening, companies are struggling to figure out who they are competing with.
  • Culture is one of the strongest barriers to innovation. The resistance is coming from the frozen middle tundra trying to stop progress and innovation.
  • Innovation = Doing something new that solves customer needs.
  • Innovation programs within companies are mistakenly measuring revenue instead of growth.
  • Innovation for companies is tough, because it often conflicts with traditional sources of revenue.
  • Best practice: tie innovation groups to the rest of the business.
  • Employees who are part of the innovation teams Jeremiah talked to tend to bank on their employability instead of their employment.
  • Jeremiah highlighted Adobe Kickbox as an example. It’s a little red box given to employees who attend a and innovation with $1,000 of seed money and other tools designed to help employees take their ideas and turn them into products. To date, Adobe has supplied employees with over 1,000 red boxes that have translated into internal and external ideas that generate real revenue for the company.

Jeremiah’s session starts right about the 3-hour mark in this video.

Thanks to all the great speakers for making this 2017 PreCommerce Summit such a success!

Lionel Menchaca
Lionel Menchaca

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