#MRIA2017 Opening Keynote: The Age of Disruption by Scott Stratten, Expert in Un-Marketing and NOOOOOO [Excellent!]


Live note-taking at the #MRIA2017 conference in Toronto. Any errors or bad jokes are my own.

Scott Stratten on twitter

  • [100% hipster takes the stage including jeans, sloppy shirt, tattoos, beard, and man bun]
  • He is known as the creator of the NOOOOOO button which gets millions of users and views with an average 27 second view. The site does pretty much nothing but say NOOOOOOO. It is the number one site on google for any version of the word ‘no’ that contains more than one o,
  • Many people feel guilted, stupid, slow about being brought into the social media, digital world. Huge pressure to stay up to date with every channel but it’s impossible.
  • You do NOT have to use every platform. If you don’t like it, don’t use it even if you want to feel cool and hip.
  • When we say the word millenial, we mean people younger than us and we don’t like you. [yeah, i have to agree. We’ve built a wall there.]. This happens with every generation. Every newest generation is the worst generation.
  • We’ve created a bias of ageism that is allowed. But it’s not a good thing. We use it in hiring. We assume young people don’t know. We assume older people aren’t tech savvy.  Our industry depends on this. We see younger people as a threat.
  • We hear things like millenials hate meetings and love to travel. Well, who doesn’t? This is just a bias of interpretation. We need to give comparative numbers. Millenials are more civial minded, cause minded, want to work for non-profits.
  • The shift is not an age shift. EVERYONE is making communication changes so we need to figure out what customers want to do. Don’t say old people don’t text because they do, they just do it differently. Your customer should decide what channel they want to use. If someone emails you, then email them back instead of demanding a phone call.
  • People like the written record of text, DM/PMs, emails. 
  • Know the speed of response expected by each method and respect those.
  • Brands hop onto trends, often the surface of the trend. Put quotes on pictures, use influencers, newsjacking. But you must do it right. You CAN’T capitalize on death, terror, even if it’s ‘just a joke.’ Offer condolences, help not jokes. Consumers have the power to react, to choose where they open their wallet.
  • Viral isn’t about a million views. It’s about 100 views with the exact right audience. Newsjack with originality.
  • Ethics are not a renewable resource.  What is the first thing that comes to mind when people think about your brand? Your horrid, distasteful ad?
  • The problem with live video – most people are not filmable, don’t want to be on video, they’re modest or humble. Most people aren’t that interesting, particularly when it comes to streaming live. 
  • Contextual content – does the content match the sharing method – concerts, sports, backstage at awards ceremonies. Most other things do not. Interviews with your VP – NO!  We want to do it to look hip because we can. But should we? Does it help your brand? 
  • Branding is no long real time. It’s NOW time. A response in 3 minutes vs 3 hours can make all the difference. What if an airline responded to your complaint 3 days later – you’d be even angrier. Authentic and transparent are important but speed is paramount.  Great responses are disarming because most other responses are terrible.
  • When people complain, they want validation and to be heard. They want the attention that they weren’t getting otherwise.  At least recognize the issue immediately.
  • Vanity metrics make you feel great and amount to nothing,  Metrics must move the needle for your client.
  • Don’t write books to sell them, write books to share knowledge.
  • [Scott is a very entertaining speaker. Lots of fun stories. Look for his Unpodcast with Alison Kramer]

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