by Kate Canales and Ben McAllister
When a friend invites you to dinner, you bring wine or flowers – not $100 cash – as a gesture of thanks. That goes without saying. But if a brand comes to dinner, what should they bring? When it comes to social media, there are unwritten rules for how to behave that many brands simply aren't getting.
Brands are grappling with social media as they try to find a place at our virtual dinner table. Some brands get it, some gaffe it. The rules, it turns out, are hidden in basic social psychology. The established behaviors of friendship are the prevailing rules of the road in social media: sharing valuable information, entertaining one another, support in a crisis, celebration of a personal achievement. But the established behaviors of transactions (the way we historically interact with brands) can feel awkward and forced in social media. So how can brands build trust with their networks while being social like a friend? This session will look at social media behavior and what brands can do to become a delightful guest and valuable contributor at our virtual dinner party.
Once upon a time, good content was the domain of traditional broadcast. Trouble is, broadcast models are proving incapable of adjusting to a world that now offers free distribution methods, ubiquitous production and infinite consumer choice. Bad for broadcast, but an unprecedented opportunity for makers and marketers alike.
This panel is for anyone who lives to tell a story. Content producers will learn how to assess brand participation in their project, navigate new funding models, and bullet proof their elevator pitch. Brands will get the goods on how to identify the next hot content property, and how to leverage it beyond boring old advertising, sponsorship and product placement.
Help us kill the outdated pilot season model once and for all, and make the ideas that originate in the digital world sing even louder.
What should brands do when their reputations are taking a beating in front of millions of eyes on the world's largest social network?
If they're smart, they won't go the way of Nestle, which chose sarcasm and silence on its Facebook Wall in confronting an attack from Greenpeace earlier this year.
Instead, brands will follow the lead of companies like Capri Sun, which responded to a major customer complaint by regularly sharing the facts and then truly listening to their fans, ultimately averting a crisis.
From discussions on striking the right tone, moderating fan comments, and planning content, our panelists will share stories and best practices that demonstrate how brand marketers can answer and engage their Facebook critics.
Finding a new job or making a career change can be daunting and is becoming more competitive with the current economic climate. Using the web to market yourself through personal branding is well-known idea, but how do you rise above the rest and get an edge on the job market? This panel will discuss trends, tried and true methods, and provide expert opinion on making the most of your job search. Job seekers have to examine the online and offline, conventional and unconventional means of promoting oneself. Online personal branding means more than just having a Twitter account with a few followers. You have to think outside the box when it comes to making a big impression on web. These steps include making effective social media profiles that get you noticed, commenting on blogs of companies you are interested in working for, having your blog and site stand out, and using Google and Facebook Ads to target potential employers. Offline impressions are just as important. Know what a creative resume and portfolios specific to your industry looks like, use unconventional tools to promote yourself, learn how to make the great elevator pitch, and get tips on networking etiquette.
by Phillip Jackson
Luxury, by definition, is built on exclusivity. The web is inherently democratic.
In the past, this contradiction caused luxury brands to be hesitant about moving online – but in the face of the internet’s ever-increasing ubiquity and print advertising’s decreased returns, more and more luxury brands are making the transition to on-line advertising and e-commerce.
While many luxury brands have accepted that a digital presence is essential, they are still figuring out how to maintain the cache, allure, and exclusivity that underpins their brand perceptions while simultaneously balancing the “democratic” rules of the digital landscape.
This presentation will show how luxury brands can participate in the digital-sphere through case studies of luxury brands that have effectively communicated their 'brand story' online by leveraging the following territories:
1. Communicate the dream of the luxury brand
2. Digital as a piece of the larger puzzle
3. Tell a great story
4. Be a cultural tastemaker
5. Provide a trusted guide to lifestyle enhancement
6. Use history as a way to push forward
7. Encourage the spirit of competition
8. Talk to younger luxury consumers
9. Offer incomparable service
10. Use digital to convey exclusivity
By using these strategies, luxury brands will gain just as much, if not more, from embracing digital than any other category.
by Gary Nelson
It’s likely that your consumers check Facebook, Twitter, newspapers and other online sources every week, if not every day. But how many times a week are they coming to your website? Today’s brand sites do a great job of communicating a message, but what most sites lack is fresh content that keeps visitors coming back. Major brands can take a lesson from blogging sites that do an excellent job of keeping content fresh by creating stories around their products, adding video, and integrating social networks like Twitter and Facebook. This session will examine the smaller brand sites that are already starting to structure their sites more like blogs, and the audience will walk away with actionable ideas for turning their big-brand site into a place where people want to keep coming back to. The session will also explore how to carefully add on-brand community features to your site in order to your consumers a place to interact with one another and with the brand.
Strength of brand is potentially just as powerful as the product itself. In this discussion, we'll talk about the ups and downs to refreshing a major brand and share opinions on when and why it's appropriate to create a new identity.
11th–15th March 2011