CenPhoCamp

Today, I’m at CenPhoCamp, otherwise known as Central Phoenix Camp (etymology: Bar Camp, Unconfernece, etc).

CenPhoCamp user-supported, user generated, collaborative approach to sharing strategies and advice among other interested users. It’s started by Tyler Hurst and Yuri Artibise and they have a very packed, valuable agenda for the people here.

This is proof social media works – I only heard of this conference from Tyler on Twitter. No emails, no calls, no insider connections. People. That’s the reason why a conference like this has a ton of users.

I’ll be updating my entry with a few notes that I’ve gathered from the sessions I attended. Live-blog, if you will. To catch the latest pulse, check the #cenphocamp hashtag on Twitter.

CenPhoCamp Notes from Joe

(Newest on bottom.)

Facebook Applications
Kimber Johnson
- Applications are successful when they are viral, simple and “social” – get true engagements from users of app.
- Successful apps may include peer-to-peer competition – ranking, leveling, etc.
- Strong description and screenshot makes apps easier for people to grow.
- An application should [internally] have a strategy, plan and goals.
- Approximate cost for a simple app is $4000 or development resources.
Low to No-Cost Sales Tools
Chris Conrey
- “Sales” is an word with a bad rep.
- Sales is hard. Big difference between Good and Great. Sales = Expensive.
- Technology helps (sales).
- Twitter slide – “I won’t talk about twitter!” … “I’m not going about selling shit on Twitter.”
- Twitter is one of the easiest places to get involved to LISTEN and to talk.
- LinkedIn is a great resource to serve as a digital resume.
- Google Apps. Free for email on your own domain – use it.
- Get your own domain – if nothing more for email domain. Own your name.
- Additional tools:
  - Page.ly, WordPress (org/com), Amazing Mail, Craigslist…
- Low tech – consider the audience, not all people get technology.
- Barter trade skills and services to get more sales/marketing.
- Speak! Go out and build speaking engagements. It’s free to gain publicity. Video, too.
- Swag – stickers are great to spread buzz from outside/third-party, more trust.
- Sponsor events – get the buzz going.
- Tracking sales
  - CRM: Basecamp, Highrise, SugarCRM, Pipejump, ACT! (And Infusionsoft – me!)
  - Keep stats on everything: Calls, length of time till close, know everything.
- Most important sales tool – You. Be knowledgable, trustworthy and engaged into what you’re selling.
- Audience Interaction (Q&A)
  - Susan: Negotiate on the pricing to gain case studies and close deals. Use it as a resource when there are example.
  - Ask for the sale, ask for permission, ask and never assume.
  - For some businesses, case studies communicate the value of what your business does – powerful when it’s real.
  - Clients on Webinars are great sales assets.
  - CRM thoughts: painful to create contact, info and simple notes. Don’t need to use a ton of fields when working with prospects. Chris has built his own custom-tailored CRM.
  - Cold-calling can totally work, but lots of waste but can work. Warm-calling is the way to go – follow up on someone who has demonstrated pains out in the market and give them a solution. Be the expert with knowledge, and make connections even if you’re not making sales.
Activating passionate groups
Derek Neighbors
- We as people have a pyramid – Explained. (See Wikipedia for details)
- New communities are not about money, rather self-actualization. (You can earn some cash on it, but not the primary purpose of it.)
- Communities have defined leaders.
- Transparency – be open. It’s difficult in America.
- Go Against the flow.
- Build exclusivity – not for everybody. (See quote)
- Bashing competition doesn’t work – backfires.
- Social media != free marketing.
- Social media isn’t new – references to historical events.
- Live explanation of “Mantra/Motto” , “Connect x2”, “Progress Visibility & Participation”
- Q&A
  - [Audience a little shy, but Derek works the crowd]
  - Question – about how you know you have a passionate community —
  - You’ll see it all around in how people and the vibe and the cause you believe in.
  - Question – how to market a business and build a community involving privacy.
  - Answer – Mixed answers, but the consensus is that social media may not be the best means to built. Privatized community and the use of a blog may be great to grow an interest.
  - Question – How do you launch a passion/community while working on main business work (paraphrased-sorry).
  - Answer – Make the passion either a part of your work OR find a different position that supports your creativity and passion.
Get on Track with public transportation
Roundtable
- Three folks promote and talk about local eateries, transportation and travel.
- Discussion – Meaning of proximity to transit stations – impact on the reality of people.
  - Phoenix’s tolerance to walking is about 3 blocks. NY – much much more.
  - Density of businesses make it easier for people.
  - Empty lots/vacant buildings add to negative perception to pedestrian walks from transit centers.
  - Examples include Northern VA for the community growth/activity – small, dense clusters and then rural then more dense areas.
  - With the growth of light rail – despite business owner criticism – business are now embracing and gaining more foot-traffic from light rail.
  - Biz-Dev opportunities w/ Light-Rail, building community (i.e., Diamonbacks, Suns sports transportation/tickets.)
  - Visibility from the Metro makes a difference to businesses; consumers only choose what they see.
  - Issues limiting Phoenix Light Rail/Metro is because the limited coverage. Greater question is, “Do I wait for the rail to come to me, or do I go to the rail?”
  - Use case of light rail – “I’ve felt a sense of connection and community on it – but not utility.”
  - Value-add for Light-rail: “When I’m on the rail, it might take about 15 minutes or so where I go. I use the time to do email and stuff.”
  - Suggestion to implement better communications – small books/pamphlets on the rail that engage and interest riders.
  - [Connection Issues]
  - Definite need for Phoenix to market its message to ensure density is protected, embraced and not feared. Target audience – Scottsdale.
  - #PlanPhx is the hashtag for updates about phoenix code (?) for planning and density.
  - Ideally we need the ability to link Queen Creek, AZ to North Scottsdale.
  - Density and not height — important to distinctively identify.
  - Important to communicate that density is NOT high-rises/massive city scapes.
  - Marketing at the Airport is not a priority – should be improved to make it more aware for people in it.
  - Reality-check – it’s important to take and try the Light Rail.
Analog to digital and back again
Roundtable
- What are you doing to shift the offline business to online. [Discussion]
  - It’s important to consider the value offline businesses provide while respecting the value from online-marketing.
  - Downtown Phoenix Journal gets big value to document and share topics via multimedia chronicling history and culture of Downtown.
  - Another topic to consider is the pain in managing the content (example in this case was iWeb/mac). It’s easier to build business on free assets (Twitter, Facebook).
    - Important to not forget that we don’t really control the the medium. Your website is 100% controlled.
    - Websites considered static, old, lame. (Maybe — others disagreed.)
    - “If I want to know what you’re doing [lately], I will go to your Facebook.”
- Back on topic – Digital – analog – digital. [Discussion]
  - Flickr is the perfect example – allows people to do all digital photos and allows people to print photos.
  - Examples of a local music shop – using the embargos from record companies to build exclusivity in pre-release back to customers via Twitter.
    - Side-effect – Younger music listeners aren’t connected to music artists – lost novelty of browsing music shop, loss of creativity. Less time in store.
    - Staggered releases, assuming digital download is dangerous. Getting people in the space is important but respecting their space.
    - Music industry is taking numerous steps in trying things, but selling out its culture.
  - Question about the reality of taking business from digital to analog foot-traffic. [Discussion]
    - It works, but some over-ratedness of it. (Reference to Tweets where no one responds to open-ended questions).
    - Example of “Next 20 people get a free CD” – disbelief in 20 people coming in.
    - Digression to topic over social media engagement and age. Different people use different mediums to get their information.
    - Creating a valuable story to draw people into a space.
    - Social media is the digital gap from Analog to digital – use of Yelp or other customer reviews; accountability.
    - “I can’t wait until I can use Yelp to review my stupid customers.” – Kimber (Epic laughs.)
    - Keeping an understanding that people are really behind social media efforts; keep it personal, not lame.
    - Can’t ignore the tenets of Marketing as a whole. Ambassadors of communities often patronize businesses (they are community).
    - Technology can be intimidating, but through networking and collaboration, you can find the best tools for the job.
    - Social media is a connector – Enable and drive the discussion to have people tell existing customers and fans to share with their friends. Continual upkeep.
    - Traditionally, people used to be interested in music and lately, it’s self-service and requires music shop owner to touch base multiple times.
    - Getting out to the local community and contribute to the community; reach out to community leaders ask for feedback, ask for constructive criticism. The business owner should do this MORE rather than dumping people to the their facebook/flickr/web/etc.
    - Value for the business – SEARCH. Focus on it – gain analytics.
    - … Ability to search in a geographic area (Twittelator/Tweetie) offers geographic search – very powerful.
Make business memorable
Justin McHood, Susan Baier
- [ Abbreviated – I missed a few minutes here. ]
- LISTEN: Methods to make a business relevant – online surveys, market research, customer feedback cards, focus groups, blog comments, social media, Google search alerts.
- NOW WHAT?: Sweet Spot – find what you do well and what people want – but you can’t do everything people want, but can really exceed their expectations and make them happy.
- All good marketing plans based on strategy.
- Audience relevance and different strategies – by audience/demo. (Example: Macayo’s)
  - Messaging?
  - Targeting?
  - What kinds of media?
  - Promotions, products, etc. that will matter to each audience. (Ability to be very targeted.)
- Help the right people find you – IRL, Community events, Online (SEO).
- SEO
  - Personalized search changing search experience.
  - Only 14% of Paid listings are clicked.
  - Organic SERP: Pos. 1 = 56% of clicks; Pos 2 = 13%; Pos 3. 9.8%. (Cornell U.)
  - Google Keyword Tool shows relevancy and traffic that people search on, plus related terms.
  - Keyword research also needs to RELATE to your audience.
  - Ignoring the perception from your customers won’t make it go away.
  - “What do we do” to customers will help.
  - Conversion is important – Tracking the right keyword that converts is better than a hundred bad ones.
  - AuthorityLabs is great to see how your site ranks.
  - Yelp – Some concerns are raised on its impact on SEO, ability to manage online reputation. There are rules to play the game – a theme of “OMG! Yelp!”
  - Yelp is an advertising opportunity for many businesses – but can’t incentive it.
- Email Marketing
  - Gotta have people’s name.
  - Personalized emails.
  - Link to specific content to your site – not the homepage.
  - Spreadsheets are a good baseline start
  - CRM – Industry, How do we know them?, Did sales know their problem? Concerns.
  - Make the email relevant to their industry.
  - Had 400% better activity than lame broadcasts.
- Online photos – avatars should communicate your style, tone and interests.
- ThinkGeek is a great example of a brand awareness and style. -Entertaining product descriptions, Talking their customer’s language (literally) – Facebook in Binary for users. Brand personality is EVERYWHERE.
- Great customer service — relevant to the customer’s concerns through social media. (Example: Noahs Ark during Phoenix tornado and TG mentioned it.)

END.

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