Jay Baer: Youtility — Live from the Brands-Only Summit

Coverage of this session by Travis Kenney of SocialMedia.org. Connect with him by following him on Twitter.

1:30 — SocialMedia.org's Don Vanderslice introduces Jay Baer, author of Youtility.

1:31 — Being a great social media marketer is harder than ever.  We have a collision between marketing and customer service.  Think of a really bad hotel room.  Back in the day, you would go down to the the front desk to complain or write a letter.  Today, you take to social media or TripAdvisor.

1:32 — Customer service is a spectator sport.

1:33 — There is a ton of competition for attention.  My Facebook feed is a mix of family, friends, and business.  Are you more interesting to me than my own wife?  There is a decline of reliable reach.  The reach-pocalypse has reached us all.

1:34 — From Feb '13 to Feb '14 FB stock increased 154%.

1:35 — Stop being amazing and start being useful.  The difference between helping and selling is just 2 letters.  Hilton story where they tweeted restaurant suggestions close to his non-Hilton hotel.  They helped him when he needed help and didn't ask for anything in return.  It's about building relationships for life.  Youtility is marketing so useful, people would pay for it.

1:40 — Useful articles are forwarded 305 more than average.

1:41 — Tweet pea video.

1:42 — Customers need more information than ever.  In 2010, average consumer needed 5.3 sources of information before making a purchase.  In 2011, it was 10.4 sources.  If you make a bad decision today, you're just lazy.

1:43 — Exact Target – the better you teach, the more you'll sell.  Atomize your Youtility.  Take your big story and make small stories out of it.  Lowe's is great at this through vine videos and they're published on Pinterest, Tumblr, and YouTube.  Don't re-invent the wheel.  Just make more wheels.

1:44 — Youtility builds trust.  Trust is the filter through which all business success must pass.

1:45 — Domino's entire marketing plan.  Our pizza used to suck.  Now, not so much.  Transparency creates trust.  McDonald's in Canada.  Our food.  Your questions.  31% of skeptics now have a higher level of trust.

1:47 — McDonald's Canada video.  If you're a cow, it's pretty idyllic!

1:49 — Youtility builds relationships in real time.  The Corcoran Group – tweets based on weather, other circumstances.

1:51 — Great Youtility can transcend the transaction.  Kleenex – ahchoo.com  How likely you are to get the flu in the next 21 days?  Give yourself permission to make the story bigger.

1:53 — Youtility is a cultural imperative in your organization.  Clorox.  My stain helper app.  Clorox is not always the answer for a stain.  If we put a coupon in the middle of the app, the app will be perceived completely different.  They held the line on Youtility.

1:55 — Do you have the courage to make marketing useful?  YOU can be a YOUTILITY.  You can be the person that everyone else wants to spend time with.  Every morning when you wake up, the first thing you have to do before you get out of bed, ask yourself, “How can I help?”