8 MIMA Summit Takeaways for PR Pros

summitLogoThe 10th Annual MIMA Summit was held on October 12. If you’re not familiar with the conference, it’s a gathering of hundreds of interactive marketers from corporations and agencies in the Twin Cities and the surrounding area. The session tracks run the gamut of topics, from user experience to mobile, from analytics to social media.

I spent most of my time in the Content and Storytelling track, which I planned in my role as a programming committee member. Call me biased, but I thought there were many takeaways for PR professionals. Here are a few of my favorites:

Blogs, Bribes and Blasphemy: Engaging Influencers in a Changing World
Arik Hanson, ACH Communications (a business partner of Bellmont Partners)
Greg Swan, Weber Shandwick

  • Influencers aren’t necessarily bloggers. Look at lesser-known social networks, such as Instagram, for other influencers relevant to your campaign.
  • When reaching out to influencers, collaborate with them, don’t preach at them. Ask their opinion on the campaign and involve them.

Pulp-journalism, Journo-tisement and the Rise of Self-Published Content
Sara Meaney, Hanson Dodge Creative

  • An image or an image plus words are more memorable than words alone. We agonize over getting the writing right, but how often do we capture photos and videos, too?
  • The more often we hear/read/see something, the more credibility we assign to it – it doesn’t matter where we saw it. It’s just one more reason for brands to publish their own content via blogs, newsletters and social media, in addition to seeking paid and earned media.

Implementing a Content Strategy During a Brand Refresh: Teach For America Case Study

  • So often times of change in an organization (department re-orgs, shifts in focus, etc.) result in delays to projects. However, these moments can be an opportunity to push projects further and encourage new thinking rather than pushing deadlines further and further out.
  • Establish guiding principles at the beginning of a website redesign. They’re something to keep coming back to – a stake in the ground.

The Art + Science of Using Stories to Influence Decisions
Colleen Jones, Content Science

  • Stories can be powerful tools because they appeal to both our emotional side and logical side.
  • There are three phases of influence: Raise awareness; become liked and trusted; and motivate and help. Stories work best in the first two phases, while instructional content works best in the last phase.

These are just a few of the highlights from MIMA Summit. If you attended or watched the live web stream, what was your favorite takeaway?

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