Jay Baer Talks Youtility Marketing: A#Bufferchat Recap
Director of People @ Buffer
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pecial guest Jay Baer (author, speaker, investor and more!) joined us for our most recent #Bufferchat to discuss “Youtility” marketing.
“Youtility” is Baer’s New York Times bestselling book that has made waves in the industry.
Catch the full Storify recap here.
Here are a few of the highlights:
What is “Youtility”?
A1. “Youtility” is marketing so useful, people would pay for it if you asked them to do so. #bufferchat
— Jay Baer (@jaybaer) July 30, 2014One of the best forms of Youtility is providing value that’s NOT about your products/services. Transcend the transaction. #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A1. Youtility is marketing people cherish, not just marketing that people simply tolerate. #bufferchat
— Jay Baer (@jaybaer) July 30, 2014A1: “Youtility” means helping, being a resource first. Promotion and other benefits happen as a side-benefit @buffer #bufferchat — Paul Rhien (@PaulRhien) July 30, 2014
A1. How would YOU want to be treated, helped and better served… #bufferchat
— Brian Fanzo (@iSocialFanz) July 30, 2014A1: Youtility means putting ‘you’ (the audience) above all, and continuously innovating and challenging ourselves as marketers #bufferchat — Amelia Tran (@AmelianTips) July 30, 2014
What companies exemplify “Youtility”?
A2. Favorite Youtilities: @hiltonsuggests , McDonald’s Canada http://t.co/HNYrYLOkhZ Huggies TweetPee https://t.co/TfRpDYL03y #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A2: Best examples of helpful brands are @SproutSocial @JetBlue @evernotehelps & of course @buffer! Speedy & solves issue in mins #bufferchat
— Amelia Tran (@AmelianTips) July 30, 2014A2) I have to give a bit shout to @PatFlynn he is most def. helpful! He gives and gives and is about learning first! #bufferchat — Marketing Co-op (@Marketingco_op) July 30, 2014
A2: Besides @buffer <3, I like @realmacsoftware @1Password and @pocketsupport’s mentality #bufferchat
— Alex (@AlexMuench) July 30, 2014A2: @sephora does a great job in personalizing emails, having fun contests, and awesome content. Not to mention their return pol #BufferChat — FinalClockOut (@finalclockout) July 30, 2014
How do you discover what your customers need?
A3. We are surrounded by data, but starved for insights. Great Youtility comes from customer conversations, not spreadsheets. #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A3 Listen, Learn, Adapt what works, Drop what doesn’t work. Go Beyond Expectations when you can #bufferchat — Cathy Larkin PR (@CathyWebSavvyPR) July 30, 2014
A3: You H.E.L.P., Humanize your message, Encourage conversation, Listen FIRST, Promote less. #bufferchat — Kevin Mullett (@kmullett) July 30, 2014
A3: Just ask. Seriously. #BufferChat — Forge (@djforge) July 30, 2014
.@d_scott Yes. The @ideo observational methodology would make the world better if adopted more broadly by business. #bufferchat — Jay Baer (@jaybaer) July 30, 2014
How can you make Youtility part of your strategy?
A4. Make Youtility a river that’s always flowing through your company, not a lake you have to go visit. #bufferchat
— Jay Baer (@jaybaer) July 30, 2014A4. Look at all of your current marketing programs and ask “how could we make this truly, inherently useful?” #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A4: by creating the content you would want to read, content that helps the general “you” #BufferChat
— Jason Galliger (@jasongalliger) July 30, 2014@buffer A4: Bear this @jaybaer wisdom in mind. Remember who you’re competing w/for attention & be useful #bufferchat pic.twitter.com/JhjnIHxif6 — Dave Cutler (@CutlerDave) July 30, 2014
How do you measure Youtility?
A5. Understand your measurement plan BEFORE you start. Figuring out metrics after is like pinstriping a car while it’s moving. #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A5. Varies based on how/where your Youtility is executed. 4 types of metrics that matter: consumption, sharing, lead gen, sales. #bufferchat — Jay Baer (@jaybaer) July 30, 2014
A5 Cycle back to listening, hear/see what they say when you ‘leave the room.’ And, ask them how you’re doing. #bufferchat — Claire Crossley (@ClaireSMBB) July 30, 2014
@buffer A5: Count the “thank-yous” #bufferchat — John Wilkerson (@jwilkers) July 30, 2014
q5: App reviews, social engage, even open rates on your email sends and push notifications can tell u what cust think of a brand #Bufferchat
— Mag Gie (@At_Maggie) July 30, 2014Thank you to everyone who participated! You can join us every Wednesday at noon Eastern; 9 am Pacific for a brand-new #Bufferchat.
Between chats, check out our Google+ community to get the latest news and connect with new friends you’ve met at #Bufferchat!
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