Inbound Marketing Summit Uncensored

Inbound Marketing Summit – Boston, MA, October 7 & 8, 2009

I have attended all three Inbound Marketing Summit events this year, starting with April in San Francisco, May in Dallas and October in Boston (Foxboro, MA). Following are my summary thoughts of all three events.

The Inbound Marketing Summit is organized and put on by New Marketing Labs (NML), headed by Chris Brogan and Justin Levy along with a small army of smart people who don’t share the limelight but deserve recognition. In general I am a fan of this event. But, so that you don’t think I’m a totally sold-out IMS groupee I’ll share my criticisms before sharing the many positives.

IMS Glass is Half Full

These events should have been attended by three or four times the actual turnouts at each event despite the state of the economy. In full disclosure Find and Convert was an event sponsor at all three events.  But in my opinion the number of people who missed out on the educational content is too many. Considering the cost of the two-day event is only $695 with $200 discounts offered, almost anyone could afford this event. While the Boston turnout was the best of the three (about 500), it still could’ve been better. The venues for each event were adequate. The Boston event was held at Gillette Stadium in Foxboro, MA. While this venue is first class, the layout was very poor for the event sponsors due to the fact we couldn’t hear the speakers without leaving the sponsor area. This was not a problem in San Francisco and Dallas. While all the speakers were terrific, some of them (very few) think it’s perfectly okay to drop a dozen or two F-bombs during their presentations. Not…

Inbound Marketing is the New Vocabulary

With minor criticisms aside, these events truly offer marketers at all levels actionable insights into inbound marketing strategies including social media, new media, internet marketing, content marketing, measurement tools and contemporary marketing strategy in general. The pace of content delivery was terrific. NML organized an impressive list of speakers and panels, none of which exceeded 20 minutes. These short bursts of brain dumps kept the audience engaged at all times. Marketers walked away from each event with insights and ideas to act on. The agenda covered topics ranging from what is inbound marketing, to how to develop a social media strategy, to how to create viral video, to cause marketing. The range of topics enabled marketers to capture actionable ideas. In addition to the awesome content, there were plenty of networking opportunities before, during and after the event sessions. I found everyone, including all the speakers very affable.

The undisputed star of the Inbound Marketing Summit was Chris Brogan. 2009 has been a breakout year for Chris. His speaking demeanor gives you transparent insight into Chris the person, or as he would say “the human.” If you ask Chris Brogan what he does, his answer is “typist,” which is an obvious reference to his prolific content development on his blog, as well as his new book, Trust Agents, and his numerous speaking engagements around North America.

While I appreciate Chris Brogan’s insights and intellect on what I call marketing 2.0, there is another aspect of Chris which I have observed and admire very much. Chris has a big heart for charity. He is a regular guy. I have never met his family but I bet he comes from a close, loving family. I speculate that because Chris clearly loves other “humans.” He is not arrogant in any way (though some think he is). He simply loves to help people. In fact, his rise to fame is built on helping people by sharing his evangelical advice and counsel on various social media marketing topics.

But, Chris Brogan’s generosity is not limited to sharing his gray matter. Chris also shares his compassion for less fortunate people. In other words, he puts his money and influence where his mouth (actually his heart) is. Below are two video interviews I conducted with Chris at IMS events that illustrate my point.

In San Francisco, Chris explains why he shaved his head for charity.

In Boston, Chris explains how he is using his influence to build awareness for Skip1.org, a charity whose slogan is, “Skip something. Feed a child.”

The Inbound Marketing Summit is a conference chock full of great content, great people, great networking and opportunities for all marketers. I’m sure Brogan and Levy and all the smart folks at NML will put their heads together to make the events even bigger and better in 2010. I suggest you stay tuned.

Justin Levy New Media Results in Motion

Justin Levy is General Manager and partner at Caminito Argentinian Steakhouse in Northampton, MA. Justin is focused on the marketing side of the business.  His partner Joseph M. Gionfriddo is responsible for day to day responsibilities and is the head chef.

Although Caminito Argentinian Steakhouse is a local restaurant with a single location in western Massachusetts all marketing is global on the web but with a local target.

A True Marketing 2.0 Strategy.

I wrote a case study about Caminito Steakhouse in my Marketing 2.0 book. When Justin became a partner in Caminito in March 2008 80% of the marketing budget was in local print advertising. Justin cut most of it. Instead, Justin built the website which includes Google maps with directions, lunch menus, dinner menus, appetizers, wine specials, and more.  Justin made sure the website used SEO best practices in order to be found for desirable keywords such as  “traditional steakhouse.”

Justin also developed a blog separate from the restaurant website. The blog is called Prime Cuts. The blog is a thought leader with cooking tips, grilling tips and behind the scenes cooking insights filled with steakhouse expertise.

Caminito’s video strategy includes Prime Cuts TV which is tied into the blog and also shared on video channels like YouTube. They feature mostly Joe with weekly videos about real life examples of hard to explain cooking topics. They are mostly things that are fun and a little more difficult to do such as how to sharpen knives, how to judge the temperature on a grill, etc. You’ll have to check it out for a fun learning culinary experience.

Justin is very active on Twitter, through @justinlevy plus Facebook with feeds to FriendFeed, Google shared items and basically anywhere it can be fed. Flickr, Vimeo, Blip.TV, YouTube. Anywhere they can find a footprint on the web.

Broad Footprint

Old style marketing for a single location restaurant would be marketing to people within a 50 mile radius. But, Justin’s Marketing 2.0 strategy reaches people around the world.  For example, I can recommend Caminito Steakhouse to my network even though I’m located in Florida. My network includes people in Boston and around the world. This can have a multiplier effect.

Results in Motion

Before Justin joined Caminito Steakhouse they were averaging 5% to 10% decreases in sales each month. The last 18 months since Justin has set his Marketing 2.0 strategy through social media, sales have consistently increased 20% or more each month over the same month in the previous year. During the summer of 2009 they’ve been up 70% over the same months in the previous year.

Content Marketing Strategy

Caminito Steakhouse has created a broad footprint on the web with a lot of great content. They spread and share it. The result is great SEO rankings, in some cases ranking even higher than national steakhouse chains like Ruth’s Crist and Longhorn. “This stuff works!”

New Marketing Labs

Justin is also General Manager of New Marketing Labs. Their Inbound Marketing Summit is coming up  October 7/8 in Boston. This IMS is the third event of the year with previous events in San Francisco and Dallas in April and May respectively.  IMS has many rock star speakers including Chris Brogan and Brian Solis. I’ll also be on a panel on innovative marketing programs using new media strategies. Check out the Inbound Marketing Summit.

Hope to see you at IMS in Boston. Maybe we can have a steak together at Caminito Steakhouse.

Memories from the Inbound Marketing Summit

I attended the Inbound Marketing Summit in San Francisco April 28/29.  I’ve processed the event in my head and here are some of my memories from the event.

Chris Brogan’s humility is as impressive as his wisdom.

Justin Levy doesn’t need much sleep to get the job done.

David Meerman Scott offers countless triggers to turn your content into a world wide rave.

Paul Gillin is my choice to lead a panel session any day of the week.

Dharmesh Shah likes to give presentations no matter how much he tells us he doesn’t.

Tim Ferriss isn’t shy about plugging his services while he has the stage.

Brian Halligan’s parents had deep discussions about Tide detergent commercials.

Tim Street is my choice to close out a full day of presentations any time.

Tim O’Reilly is also my choice to close out a full day of presentations any time.

The private party sponsored by DNA13 was great. Too bad just two bartenders were on call for 200 people.

Here are some interesting factoids that caught my attention during the presentations.

The average age of the newspaper reader in the U.S. is 57: Paul Gillin

We learned to share in kindergarten. Our training for social networking started then: Tim Young.

To get your video to go viral create a spectacle, tell a story, create emotion: Tim Street

Companies who measure the lifetime value of customers measure the outcome of relationships in social media: Charlene Li. BTW, not to take anything away from Charlene, but I’ve been saying the same for quite a while…

Chris Brogan’s (self proclaimed) occupation is “typist.”

Here is a list of 19 things learned at the Inbound Marketing Summit by Jason Stewart.

I interviewed Chris Brogan to discuss why he shaved his head for charity (unedited):

I interviewed Mike Volpe to discuss the meaning of inbound marketing:

Hope to see you at the next Inbound Marketing Summit in Dallas, May 27/28.

Bernie Borges
@berniebay

Justin Levy Podcast Interview

Podcast Interview: Justin Levy – General Manager New Marketing Labs, Co-Owner of Caminito Argentinian Steakhouse in Northampton, MA.  Justin is also the chief blogger behind the Prime Cuts blog, where he offers advice on how to prepare meals, select wines and he also provides video examples on a variety of culinary topics.

I wrote about the Caminito Steakhouse in my forthcoming social media book. Justin uses social media to create community and buzz about the restaurant. When Justin first bought into the restaurant, his best friend and head chef was struggling with the business. It was declining. So, Justin set out to market the restaurant on the web. He first focused on SEO to own the top rankings in Google for desirable keywords like “steakhouse Northampton.” He became very active on Facebook and Twitter and created great results. The restaurant has been growing 20% each month, year over year as a direct result of Justin’s social media marketing efforts. Justin has branded himself, which has a very positive impact on the steakhouse. As he meets people on the social web, and at conferences they visit the restaurant and tell their friends about it.

In this podcast, you’ll learn how Justin juggles a busy life between the restaurant and planning three major events called the Inbound Marketing Summit. And, because we ran out of time, we didn’t even discuss New Marketing Labs new Internet TV venture. I guess I’ll have to have Justin back on the show again. Ya think?!

New Marketing Labs is Chris Brogan’s social media agency. NML works with medium and large brands to “move the needle” using new media. The upcoming Inbound Marketing Summit conferences are coming up April 28th and 29th in San Francisco, Dallas May 27th and 28th and Boston September 30th and October 1st.  The event theme is turning strategy into action. They’ve lined up speakers who are recognized thought leaders, and sponsors who have products and expertise that implement new media strategies that turn strategy into action.

The Inbound Marketing Summit has an impressive speaker list. Speakers include Timothy Ferris, Tim O’Reilly, David Meerman Scott, Chris Brogan, Charlene Li and many others.

Find and Convert is one of the sponsors of the Inbound Marketing Summit. I plan to attend each event and will also speak or participate on a panel session.

Justin is offering Find and Convert podcast listeners a VIP $200 discount at the Inbound Marketing Summit website.

You can connect with Justin Levy on Facebook,

Maybe we’ll see you at one of the upcoming Inbound Marketing Summit events…

Bernie Borges, aka @berniebay

Bruce Almighty: Exemplary Content Marketing

In this podcast I fly solo to provide an interesting story about a house painter named Bruce.  Bruce is not the podcast interview type so you’ll have to hear the story from me. In fact, Bruce doesn’t know much about the web. If I talk about “social media marketing” with him, he wouldn’t know what it means.

Bruce is a successful house painter located in my Tampa Bay area. He’s been in business about 20 years. He works alone. He does no marketing. None whatsoever. He has a business card and a magnetic sign on the side of his truck with his name and phone number. That’s the extent of his marketing.

Bruce’s marketing is a combination of great content and great customer service. So, how does a house painter produce great content? I’ve said before, “let your content be your marketing.” In Bruce’s case, his content is his knowledge of quality painting, his willingness to give clients paint samples, show up on time, be courteous, be reliable, be friendly, exceed expectations and be clean during and after the painting process. The result of all this great content is that his work is outstanding and his 20 year reputation is proof.  100% of Bruce’s painting jobs are from word of mouth. If the phone doesn’t ring, he doesn’t work. And, even in a weak economy Bruce is never without work. When Bruce completes a painting job at a residential or commercial property, he cleans up so meticulously you wouldn’t even know he was there. Bruce has even been flown out of state by affluent homeowners who have learned of his reputation from a satisfied client.

What does this have to do with social media marketing? If you follow me (and my contemporary social media evangelists) you’ve heard me say that successful social media marketing is based on two pillars: great content and relationship building. Bruce’s example in an offline world transfers to marketers who are marketing online.  Bruce could produce a website displaying photos and video of his painting experience. He could list testimonials of thrilled clients. He could Tweet about his experiences, and share them on Facebook. Sure, he could share that great content online but then he would probably have to hire other painters to keep up with the demand. Bruce is pretty happy working alone, so he won’t do any of these.

But, the rest of us can learn from Bruce’s exemplary content and relationship building as we project our brand through our online strategies. Let your content be your marketing. Produce great content, build relationships online and like Bruce, you’ll do just fine..

In this podcast, I also provided an update on my book: Marketing 2.0: Bridging the Gap Between Sellers and Buyers on the Social Web. The book is at the publisher going through the second round of editing. It should be available by the end of June. I will be podcasting chapter summaries soon with my podcasting buddy Chuck Palm (@chuckpalm). Stay tuned on that…

I also will soon be interviewing interesting guests on my podcast shows. Some of my upcoming guests include Steve Tingiris, CEO of Enthusem, Justin Levy, General Manager of New Marketing Labs, Mike Volpe, V.P. Inbound Marketing at HubSpot and Susan Bratton, CEO of Personal Life Media and host of the DishyMix podcast show. Other guests include successful marketers whom I wrote about in my book. You’ll hear firsthand their stories about how they are using social media marketing in their business.

I hope my solo podcast was interesting and enlightening, if (admittedly) not as entertaining as they are with Chuck Palm. The podcast medium allows us to do whatever we want with little regard for professional studio quality (Chuck Palm notwithstanding). If the content is useful to you, that’s what matters most, even if you have to tolerate a little bit of hissing in the audio.

As always, I welcome your feedback, input and suggestions for future podcasts.

Bernie Borges, aka @berniebay