XBIZ Summit Wrap-up, Day 1
CHICAGO — The Windy City welcomed a worldwide gathering of webmasters and digital media mavens, marketers, merchants and banking interests, to the 2011 XBIZ Summit, which kicked-off earlier today.
The event, taking place from June 10-12 at the Sofitel Water Tower Hotel, features a variety of advanced learning, networking and social opportunities aimed at unleashing the next wave of adult industry profitability — building upon the past to unlock the future.
Leading the event’s educational series was the day’s first seminar, which examined several innovative traffic-building strategies. Entitled “Social Marketing: Profiting from Alternative Traffic Sources,” the panel featured Sam from MyPornProfile.com, Joanne Cachapero from the Free Speech Coalition, Lauren MacEwen of 7 Veils Media, Paige Little of SexyLittlePaige.com, and Kelly Shibari from The PRSM Group and was moderated by Pete Housley of PornStarTweet.com.
“Shifting surfing patterns are concentrating an increasing percentage of online visitors at fewer venues, leading adult website operators to ‘fish in new ponds,’ such as Facebook,” stated the show’s promoters. “This and other sources of new visitors can be very productive when handled correctly and are growing necessities in an era when search engine updates can wreak havoc overnight.”
The panelists quickly began to reveal the ways in which to harness, filter and benefit from these unique traffic sources.
Shibari noted that social media is an addition to, not a replacement for, more traditional types of marketing and not just “something kids use when they want to talk about ‘Glee.’”
“It’s important to pick the right social media format for your product,” said Cachapero, adding that it is important for users to “be authentic.”
“The business has changed to a social business model,” offered MacEwen. “The loyalty that you are able to create with social media is second to none.”
As to ROI and the importance of choosing the right social media platform, the panelists seem to agree that Facebook tends to offer a better return than Twitter, but note the popularity of the latter with performers seeking a quick and easy way to connect with fans.
“Facebook is more passive,” MacEwen said. “But one of its strengths is the ability to share.
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