Director’s cut – October 21st event review

From frontline – excellent – speaker was spot on – genuine – stories were real – and anecdotes as good as the presentations. People came out with eyes like saucers..(well… they were happy)….it was a mixture of a call to arms with undertones of buckminster fuller**.  We kept returning to find the truth, honesty and TRUST in our brands – or just our pursuits.

Finding the DNA strand that uniquely identifies your brands purpose and letting it become the building block of your usefulness or efficacy in all things web – and now all things social web. Wait to be found – be the thing – the name – the answer or the top 3 at the END of a Google search – not the hallway or corridor of comments one sees along the way.

It was for me, it was a bit digital-anthropological – a thinking man’s (and woman’s) event – not so much a “I came here to learn how to bake a cake” event. As it was so aptly stated early on – the whole social media experience is like a school bus going 300 miles an hour.  Nobody knows where it’s going or how to control it.

Information pings from a tweet to a retweet to a Google search to LinkedIn to Facebook… yikes. Absolutely no tracking, no analytics….at least not yet. And finally – anyone who purports to be social media expert is really just a charlatan….there are no social media experts. Not yet away. BTW, audience interaction was good as evidenced by the questions and the opinions cited.

Sincerely,

Steve Deller – Director IIMA

**Trim tab as a metaphor The engineer Buckminster Fuller is often cited for his use of trim tabs as a metaphor for leadership and personal empowerment. In the February 1972 issue of Playboy, Fuller said: “Something hit me very hard once, thinking about what one little man could do. Think of the Queen Mary — the whole ship goes by and then comes the rudder. And there’s a tiny thing at the edge of the rudder called a trim tab. It’s a miniature rudder. Just moving the little trim tab builds a low pressure that pulls the rudder around. Takes almost no effort at all. So I said that the little individual can be a trim tab. Society thinks it’s going right by you, that it’s left you altogether. But if you’re doing dynamic things mentally, the fact is that you can just put your foot out like that and the whole big ship of state is going to go. So I said, call me Trim Tab.“

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1. Recap of October 21st event
2. Event Review: The Marketer’s Guide to the Ecommerce Galaxy