In the 1920’s, radio broadcasters were looking for more. They knew they had a great way to deliver information into the homes of everyone in the country, but how to get sponsors to buy into it? Radio up to that point had been informational; mainly news and politics delivered in factual and dry terms; nothing really compelling to listen to. Advertisers were not seeing much of a return from the money they were investing, and were leery about investing more. Broadcasters needed to create something that would attract a different audience; an audience that was around the house all day, and was going to make the decisions on what household goods to buy. They decided that fresh content should be mainly about families, and how they lived their lives. They wanted this content to appeal to the housewife, as if they were looking into another person’s house without leaving their own. This new content attracted sponsors in the early 1930’s like Proctor and Gamble, who used these shows to help promote their soaps like Oxydol. Thus was born the “soap opera”, turning what once was used to just a platform for delivering information into a money maker. The Golden Age of Radio boomed, and the soap opera, and eventually the sit com and variety show, boomed with it.
Now, being eighty years removed from radio soaps, marketers are all facing the same questions in a new realm that once simply provided information, or a way to connect, and a few small advertisements. How do we get more Facebook “Likes”? What do we need to do to get more Twitter followers? What makes something that is visually compelling on Pinterest, so we can pin it and tweet about it? And how do we get all of these people we are interacting with to go somewhere to buy our product? On top of that, how do we measure all of this so when people in the C-suite start asking questions, we have good answers for them? We are all asking these questions, some of us longer than others. As we all wander, searching for the same answers, we have a few intrepid people that have found some of the edges of this new realm, and brought back new and exciting information to share. The marketing community of Dayton has helped to organize some of these people at Sinclair Community College on October 16th, 2012, for SummitUp, a full day marketing communications, public relations, and digital information conference.
This event is a major undertaking, involving the efforts of not only many of the top talents in the area, but a small army of volunteers. David Bowman, Chief Marketing Strategist for The Ohlmann Group and one of the organizers of SummitUp, states they want it appeal “to early adopters of technology who demand complexity and bleeding edge information while at the same time delivering content that is accessible to newcomers too.” The speaking talent this year is top notch, with major keynote speakers, local brilliant talent, and opportunities to meet all of the top marketing and communication talent in the area. On top of that, the volunteers help to make the event as affordable as possible to the widest number of people, so more people can experience it. “Ultimately, the event has an incredible team of volunteers who work very hard to make sure that those who invest the time and money to attend get value from coming to the event.”, affirms Bowman.
The day begins at 7 AM at breakfast. It is going to be a full day, and you are going to need all the energy you can get. The first keynote speaker of the day will be Todd Henry, creator of the website and podcast The Accidental Creative, as well as the writer of the highly praised book The Accidental Creative, How to be Brilliant on a Moment’s Notice. He is an expert on how to build an environment that encourages the generation of creative ideas. His podcast interviews some of the top creative minds across a wide variety of industries, and offers insights about everything from generating ideas quickly to getting over the dreaded creator’s block.
After his speech, every attendee will be able to attend multiple breakout sessions. There are twelve sessions total, given by some of the best business and social media thinkers in southwest Ohio and Indiana. Each of the sessions is offered twice in back-to-back time frames, so everyone will have a chance to see six of the speakers. Eight of the sessions will happen before lunch, and the final four sessions will happen after lunch. These breakout sessions are designed to give every attendee the greatest chance to bring the right information back to help the social media and communication strategies of your company.
Lunch will be served around noon, and then it will be time for the second keynote of the day. Rohit Bhargava is the a founding member of one of the largest social strategy groups at Oglivy as well as a professor of Global Marketing at Georgetown University. He is a proponent of bringing the human touch back into the marketing world, touting the importance of being likeable as a major factor in success. He is the author of several highly rated and incredibly popular books, Likeonomics (his most recent book) and Personality Not Included. His books are not just something to read; Likeonomics also offers a website full of useful exercises and ideas to help make you and your brand more likeable, and attractive, to future clients.
[dropshadowbox align=”right” effect=”lifted-both” width=”320px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]SummitUp
Sinclair Community College, Building 12
October 16th, 7:00am – 4:30pm
Full Day Ticket Member Pricing: $119.00
Full Day Ticket Non – Member Pricing: $159.00
Click for Tickets[/dropshadowbox]
The final keynote of the day is at the end of the last group of four sessions. If you are familiar with the name of the person who is presenting, you have certainly seen his work on multiple websites. His name is Tim Schigel, and he is the chairman and founder of ShareThis, which has their widgets for social media sharing scattered across the Internet. Tim has done innovative work for some of the biggest firms in the country, from Apple to Procter and Gamble. The impetus behind ShareThis was to start measuring how people share the interesting things that they find outside of search engines, and that involves tracking how people use social sites to share. What is getting shared? How is it getting shared? And what is the future of measuring and sharing data?
The transition to social media presents a new set of challenges, much like the first pioneers into radio media faced. Whether you are in traditional media or cultivating pin boards, if you are new to the game or still think fondly of your AOL marketing efforts, SummitUp is a great way to develop your skills in this new realm. Facebook, Twitter, Pinterest and a bevy of other new platforms are out there for people to use, integrate, and broadcast from. This is a fine opportunity to take advantage of all this brilliance in a local environment, at a great price. Connect with the best talent in Dayton and beyond, and take your marketing efforts to the next level. We all hope to see you on October 16th!