A talk with Peter Szanto
Hi guys, 162 days to BLAST 2017! in this interview we would like to introduce Peter Szanto, our Ambassador that will talk on our Main Stage and in the Startup Academy! Peter Szanto is a USC Trojan and the founder of SpringTab.com and Szanto.co. He helps companies like Time-Warner, L’Oreal, OTP, Fashion Street and TripTrotting in digital business development to grow their revenue! He was recognized as a 30 under the age of 30 by Forbes Magazine Hungarian edition, nominated to Entrepreneurs’ Role Model Award 2015. Currently, he is working using smart productivity hacks to personalize the Internet.
- Let’s start from the beginning: what are your passions and your ambitions?
I love great experiences. I always did. Even in my personal life when it comes to sipping the perfect espresso, to my professional career, where I always want to serve my clients to the highest level, so their customers will be satisfied. Being an outgoing guy, I was always curious about how people socialize. With the rise of social media, my professional attention shifted to the relationship between brands and customers. It is no longer about influencing, or – taking it one step further – manipulating the customer. It is about creating the best possible experience for them. As one would do it with their friends and loved ones.
That thought started the path finding on how a brand can create the best experience for customers. It is clear that brands need to get a better understanding of their customers. It should go beyond demographics and focus more on psychographic data. Based on that information a brand can make a more meaningful relationship. It shall be done through personalization. Ądding up these elements, SpringTab was born.
- You help brands to create the best digital user experience. What is the perfect recipe?
The best answer is: it depends. It always depends. That’s the beauty of it and that’s why it is centered around personalization. As in a one-on-one conversation, it always changes according to the reaction of the other party.
- Let’s talk about the Springtab: tell us more about it!
To fast growing ecommerce and media companies, SpringTab is the go to social analytics tool that – unlike recommendation engines and retargeting tools -, provides personalized experience based on the visitor’s explicit Facebook interests in order to conversion optimization, because we believe that every website should have as many versions as many visitors it gets.
We love good things. Our desire is to create the best experience. We do this by auto-personalizing the changing landscape of mass communication. We serve brands with a tool that can be built into websites and figure out what visitors like based on their Facebook data, then personalize experience in order to make more likely to them to come back which increases conversion. We believe that every website should have as many versions as visitors.
Every once in a while, a revolutionary product comes along that changes everything. Such a revolutionary invention was the first airplane, which enabled people to reach the sky. Many years later a little addition was made to airplanes. It was called spring tab. A spring tab is the core part of the trim tab; a small steering device on the trailing edge of an airplane wing, which demonstrates how small amounts of energy and resources, strategically applied at the right time and place, can produce maximum advantageous change. It lessens the control load at high airspeeds. It fine tunes the movement of the aircraft and decreases the control forces required from the pilot. It stabilizes or aircraft into the desired altitude allowing the operator to reduce the manual force required to maintain that position—to zero, if used correctly.
A spring tab allows you to do more with less. The concept of modern-day SpringTab is very similar to that of this invention. We realize that brands have already invested vast resources in marketing and business development to build a customer base. They are eager to maximize the result. On the other hand, users leave and actually build their digital footprint every day. The brands they give access to information, would be able to get know them aon a deeper level and create the best personalized one-on-one experience to them. As a result, neither of them should make huge efforts to create the best experience. They only need a little fine tuning to create a personalized experience with high ROI and almost automatically get impressive results. This is what SpringTab does: more with less.
- What does your clients expect from this program?
Focusing on increasing traffic, when the real problem is visitors not coming back because they don’t get what they want. We help Content Providers to get returning visitors and to increase conversion.
The importance is obvious. It’s like an odorless toxic gas; we don’t feel it now, but pretty soon it will cause serious damages. Focusing solely on traffic generation in the present, results in high churn in the future. By that time, it will be too late. This is why it is important to focus right now on our best visitors and create a personalized experience for them.
|B2B||1. Unreachable and unknown audience||1. Social Business Intelligence using data mining, segmentation with detailed lifestyle information|
|2. Not knowing the ROI of marketing spending||2. PPC, PPA with exact statistics|
|3. Paying for reach but cannot access data||3. Data export and access of most potential customers|
|B2C||4. Ignored unwanted, irrelevant content, too much information||4. Personalized Content Publishing on any digital channel|
|5. Wasting time by filling out forms and uninteresting activities||5. “One click” experience|
5. I would like to discuss with you the concept of productivity measurement. What is productivity and how is it measured?
In an experiment I used the Pomodoro Technique, the Getting Things Done method and the Maker Time theory together to improve productivity. The results were staggering! While writing, I feel more focused and efficient, I learned plenty of new things, and exercised at previously unimaginable times. This post walks you through the process and tell you what happened, when my peers joined the initiative.
- Do you have an advice for giving talks that have impact?
The best and easiest tips I got was from Simon Sinek’s blog post.
– Don’t talk right away.
- Sinek says you should never talk as you walk out on stage. “A lot of people start talking right away, and it’s out of nerves,” Sinek says. “That communicates a little bit of insecurity and fear.”
- Instead, walk in slowly, look around the audience, and smile a bit. Make a joke. Find a right place to start and move on the stage. I always gesticulate, walk slowly from one corner of the stage to another. It allows me to let the stress out and connect with the audience better.
– Show up to give, not to take.
- There are two kinds of presenters, Sinek says: givers and takers. You either want to sell something: whether it’s a product or an idea, your own image or book you recently wrote, or you want to share the knowledge.
- “We are highly social animals,” says Sinek. “Even at a distance on stage, we can tell if you’re a giver or a taker, and people are more likely to trust a giver — a speaker that gives them value, that teaches them something new, that inspires them — than a taker.”
– Make eye contact with audience members one by one.
- Always focus your sight on particular people- keep eye contact instead of scanning through the audience. Look at one person through an entire sentence, finish a thought, only then move to another member of the audience. It will create an impression of a conversation with your listeners. “You’re not speaking at them, you’re speaking with them”, Sinek says.
– Speak unusually slowly.
- When you get nervous, your words tend to speed up. Audience stops to follow as it’s really hard to process such large chunk of information in such a short time. The more you rush, the more they turn themselves off. Sinek says, it’s simply impossible to be too slow while you’re presenting or giving a speech. Make yourself then to speak unusually slowly. You shouldn’t worry if you take a short break for a deep breath- the audience will wait for you and then hang out on your every word.
– Ignore the naysayers.
- Don’t get distracted by people making faces or shaking heads with disapproval. There are always people who won’t agree fully with what you’re saying. Instead focus on those who visibly show you support- nodding, smiling, being actively engaged. Don’t let yourself to focus on negative feedback, find those who positively interact with you. It woll give you more confidence and let you to relax.
– Turn nervousness into excitement.
- Sure you will feel your heartbeat racing, and your voice may shake a bit. All you need to do is to tell yourself out loud: “I’m not nervous, I’m simply excited!” This simple sentence will give you energy and confidence! Instead of fear, you will have sparks in your eyes.
– Use verbal cues.
- Try to avoid a “speech” type of presentation. Always insert some colloquial words that would bring audience’s attention and a feeling that you are not above them but with them. Say thank you when you finish and applause them back when they grant you their appreciation.
- Finally, what do you see in BLAST? Which is the reason why you decided to become a partner of this great event?
I love Italy – Growing up, I spent all my summers there and knowing that this it he first major startup event in the Bel Paese, I’d love to be involved.
What do you think? Leave a comment below and join the BLAST community!