I was a little disappointed with last year’s ad:tech conference in Paris, but this year’s event in San Francisco was quite good. All the leading advertising technology companies were represented, and I enjoyed learning what they are working on.

Some highlights and thoughts from the sessions I attended:

> Why is social media a marketing function? We have traditionally designated the web, and now social media, as the primary responsibility of marketing, but to succeed online today, we need to abandon this thinking.

> When building your social media team, include person from every department: management, marketing, PR, product development, customer service, etc

> Social media is a feedback loop: before, during, after transaction. Engage at each point.

> Some ad agencies are now optimizing landing pages around ‘who’ you know, not ‘what’ you know. Including connections from networks like Facebook gives a personal connection to the company.

> Starbucks was used as a good example of listening to customer suggestions, and acting on them. Their contest to submit ideas for improvement generated 80,000 ideas, and they have implemented 200 so far. (That is 2 ideas, every week, for the past 2 years) Are you doing something similar?

> Tracking online reputation should not just be aggregating reviews. Use a tool that gives you insight into trends and patterns.

> ROI is difficult to compare across platforms. Instead, compare ROO – Return on Objectives.

> Social media is the richest focus group that ever existed

> Social ROI is from insights, not necessarily sales

> Segment your email list by personas (not purchase history)

> Don’t try to buy social media fans. Avoid the “campaign” mindset, and understand that forming the relationships for a great online community will take years.

I’ll expand on many of these concepts in the days to come…

Couldn’t attend Blog World this year? Don’t worry – here are some of the best insights I took away from the event:

> When someone types in a search query, they’re giving you the opportunity to solve their problem.

> Most website traffic is from first time visitors – make sure you have a way to involve them immediately.

> Present your blog and social media presence as a way for people to connect with their peers, not just receive your marketing messages.

> Employee blogging is more powerful than executive blogging. According to Edelman research, readers find them five times more credible. Get your team involved.

> Involve your sales team in your social media marketing efforts.

> Use video to convey emotion or compelling visuals that are hard to show through written words.

> Content is the most important element of a good online community. Making sure that content is easy to find in search engines is next.

> Don’t spend time on the technology – focus on the content.

> People probably don’t want to join your social networking “club” – but they do want solutions to their problems. Provide free access to your answers.

> If you want to win the search rankings game, write in the language of the customer.

> The greatest selling tactic is the similar situation story.

> The web is a perfect market research environment. Ask your fans what they want, and they’ll tell you.

> Publishing rhythm is important online: find a schedule and stick with it.

> Consider using multiple sites/blogs for each of the niche audiences you’re trying to reach.

> To succeed online, you must keep re-inventing yourself. Don’t be afraid to try new things.

> People admire complexity, but reward simplicity.

> Sometimes, blogs are a better discovery mechanism than a selling platform.

> Don’t force your readers to leave one network (ex: Facebook) for another (ex: your blog). Figure out a way to be where your readers already are.

> We are natually visual learners. Create content appropriately.

> Create relationships with “firestarters” – influencers that can quickly spread your message.

> Leverage social proof. Everyone likes what everyone likes.

> Never burn bridges – the travel industry is a very small world.

> Spend time building your expertise and core competencies. Study and learn.

> Don’t do something unless you’re the best in the world at it. If someone else does something better, use their services. Focus only on what you do best, and outsource everything else.

> Giving all the time without selling is an unhealthy relationship. (Your hotel needs to monetize your blog and social media presence.)

> Internet marketing isn’t really that difficult. It’s all about consistent execution on the tactics you know work.

> Do something consistently good every day.