“‘Their attempts at finding a revenue stream in promoted Tweets or display ads fail to take advantage of the one thing that consistently drives people to engage on Twitter: live events,’ said marketing consultant Drew Davis, who has been following Twitter’s evolution during the past three years.

“Small news stories break on Twitter every day, and the site is increasingly being used to “cover” niche events that the mainstream press feels are too focused to warrant coverage.”

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“‘Influencer relationships are like dating,’ said Davis. ‘If both parties trust each other they will be more likely to trade favors.’ Favors can take several forms. You want influencers to be brand advocates. In your wildest dreams, they help you expand reach and influence of your publication by sharing links to your content, commenting on your articles, referencing your survey findings, writing blogs that build on your content, etc. There’s a catch, though: you need to offer something in return.”

“Interestingly, in the conference’s closing keynote, Tippingpoint chief strategy officer Andrew Davis, focused on how to leverage social media effectively. Rather than focusing on multiple platforms, Davis suggested picking one platform and learning how to do that as effectively as possible. The keys to such success are to make sure the content being posted on the social media platform of choice is high-quality, frequent, and relevant. Only then will residents truly adopt and escalate the use of social media in the apartment industry — both of which are pre-requisites to being able to monetize social media.”

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“The next morning began with a keynote -– ‘From Fractal marketing to FishTV’ — given by Andrew Davis, chief strategy officer and co-founder of Tippingpoint Labs, who encouraged trade show companies to start thinking more about content 365 days a year and not ‘just go from planning one trade show to the next.’”

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“This is the foundation of ‘social search’. Andrew Davis, chief strategy officer of Tippingpoint Labs, defines social search as, ‘A system’s ability to have a finite list of results based on your online interactions.’ To clarify it even more, social search is when an individual searches on a topic online and the search results that appear are partly based on who that individual is connected with, through e-mail contact lists and social networks.”

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“Content needs to answer what a traveler wants to do in a variety of shifting time frames,” says Davis, using air travel as a prime example. “Think in terms of owning those small, changing moments, from getting to the airport to taking your seat to landing, and providing content to fit each of those moments.” In this regard, the in-flight magazine is relevancy defined. “The print format fills that space between shutting the cabin door and reaching 30,000 feet—when electronic devices can come back on,” he [Drew Davis] adds.

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“I’m seeing a big trend toward deeper brand storytelling experiences where people are engaging in a linear narrative. I think the tablet and iPad craze is driving this easy, single-screen story navigation as a kind of rebirth of a very old medium.”

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Drew Davis is featured in Episode 3 of  FusionSpark media’s podcast called The Anvil. The episode, entitled “Understanding, and Leveraging, The New Media Life Cycle” takes listeners through the basics of understanding one of Drew’s most complex and helpful conceptual frameworks. (Total runtime 10 minutes.)

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“During his theatrical and occasionally profane presentation, which at the audience’s encouragement went on for nearly double its allotted hour, Davis prowled the stage nonstop while a steady stream of dazzling graphics flashed behind him to add emphasis to what he sees as the plusses and minuses of social media (SM) as a marketing communications tool. Perhaps the most surprising thing about Davis’ comments was how basic, and at times conservative and nostalgic, they were.”

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After Drew appeared at a recent speaking engagement in Humboldt County, California, Bill Prescott of Los Bagels (a local Mexican-Jewish bagel shop) wrote a wonderful piece about his experiences implementing some of Drew’s ideas.

“In marketing, sometimes you need to pull back and realize that the sum of all your actions is slowly building momentum, even if you can’t see it or feel it in your business. The cycles of engagement with your customers vary greatly depending on innumerable factors. Have faith that consistent, well thought out, strategies will create energy and forward motion throughout your market,” writes Bill.

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Some power users, like Andrew Davis, chief strategy officer for TippingPoint Labs, an online marketing company, worry that Twitter’s potential to transform how millions of people communicate online is diminishing as more people use it.

“When someone like Oprah, who is a very smart businesswoman, sees that a new media platform is worthy of her engaging on it, it signifies a real sea change,” he said. “The mega-celebrity marketing machine that is Oprah seems like the next level of adoption.”

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Urging the attendees to think of their organizations as media companies, [Drew Davis] related tactics to take advantage of online interaction to lead to offline action. “You all have an audience, that’s the same thing as a publisher,” he said. “You’re perfectly positioned to go into the content business today.”

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