This is a review of the UnBookTour with Scott Stratten, author of “UnMarketing: Stop Marketing. Start Engaging.”

A few weeks ago I saw a tweet from Scott that basically said “going to be in Raleigh 9/16, sign up.” Of course when I see something to the effect of “I’m going to be in your neck of the woods, so you should come to see me” I can’t resist. It’s like M&Ms, I can’t pass it up.

So I paid my $40 and signed up to attend the UnBookTour on September 16th. The luncheon was sponsored by the Triangle Chapter of the American Marketing Association (Raleigh, NC) and the website instructions noted that I would get a lunch plus the “UnMarketing”  book if I was one of the first 75 registered. I totally thought that I was one of the first 75.

(By the way, when I tell people that I attend events by myself they give me a funny look, but yeah, I do this all the time.)

I arrived a few minutes before the lunch started and was quick to find that I was NOT one of the first 75 darnit. I perused the food table, checked out where the screens and podium were positioned and even wandered around a bit. I decided on a table up front near the stage.  It was a little awkward having everyone stare at me for an hour. Note to self: do not sit up near the front with your back to the screen.

Soon after lunch, Scott took the stage. The first thing he did was instruct everyone to leave their phones on because “we aren’t 5 years old” and to feel free to tweet. I was amazed at how this one gesture changed the atmosphere instantly. Of course, we are always told to turn off phones so as not to disrupt the speaker and those around us and left to our own devices, there are those who would not only disrupt but be downright obnoxious with their phones if we let them. But the way Scott explained it, it’s a challenge because his goal is to make the presentation so interesting we would rather watch him than play with the phone. And he was right. I only heard maybe two phones ring and they didn’t’ disrupt at all and Scott just rolled with it.

Some of the points that Scott made were sort of common sense, such as:

  • Social media doesn’t change the fact that relationships take time
  • Twitter = publicized customer service
  • Automation is fine, the key is setting expectations
  • Great content is the best SEO
  • He’s not the jackass whisperer, trolls will be trolls

But there were a few points that really resonated with me:

1. Stop thinking about ROI when it comes to social media.

Actually, Scott said, “Every time you ask about the ROI of Twitter, a kid dies.” (or a cat dies, can’t remember.) Anyway, something dies.

As a service provider who has clients, I can relate to this and this point drives me crazy. Gathering analytics and metrics is necessary so that you can measure statistics and determine what types of things you should be spending your time and money on. But social media is an interaction that isn’t so easily measured. Scott gave the example of an interaction with Tungle that turned out to be extremely lucrative – all stemming from one tweet.

2. People don’t spread “Meh” – they spread emotion

http://www.un-marketing.com/blog/

http://www.un-marketing.com/blog/

Scott had us thinking about those motivation movies that used to be really popular. What made these popular and viral was because it wasn’t about the music or the photos, it was about the emotion. People aren’t going to spread mediocrity.

3. People just want to be heard.

Scott doesn’t have 60,000 followers because he tweets what he had to eat for lunch but because he’s having conversations, retweeting, and building relationships. If you think about it, that’s really only what lot of us want: to be heard.

I ended up buying the book after the luncheon 🙂

I left it on the counter and when the husband got home, he picked it up and read the inscription:

UnMarketing

I had some explaining to do…

Stay tuned, I’ll be reviewing the book soon.