Making a story social isn't all about marketing. It's also about helping to build a better narrative – extending and enriching the story, whether your story is driven by a fictional character or a brand. We'll examine current examples of advertising, transmedia, brand fiction and branded content to determine what makes stories work for today's social audiences--and what makes them fail.
You know who you are: Your clients are large and their marcom departments, though not as highly funded as the advertising departments, need rich media to get the job done. Both big budget ads and small B2B marketing efforts want to achieve the same things: behavior change, message recall, and positive brand effect. So why is the level of creativity in our executions so different? Why are we producing fewer strong creative ideas? If the blog world’s murmurs about a creative crisis in interactive advertising are true, then what do we call what’s going on in our own B2B interactive marketing? A creative meltdown? Because the interactive space is the prime medium for B2B marketing, it’s important to ask these questions to assess how we can challenge ourselves to raise the creative bar to execute great creative ideas that assure client satisfaction.
by Sandy Carter
Social Media has come a long way from the early days of Facebook, Twitter and YouTube. We have all felt its impact in marketing and public relations, but the pace is accelerating and the drive to harness social tools for business process improvement is more important than ever. How does a company apply social techniques to their business to see the same advantages in customer service, HR or product development (and more!) as we did in marketing? How do companies become a Social Business? Using actionable frameworks and case studies, Sandy Carter, IBM Vice President, Social Business Evangelism and Sales, will discuss how you can create your own Social Business Agenda for greater competitive advantage in 2012.
Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself. How and why has the program succeeded in making good on doing good? Through communication innovation, like branded documentary film. Marketers and filmmakers, your union is at hand. Film-driven campaigns are setting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded film assets through interactive, integrated campaigns -- building brand platforms and driving user-generated content. But how do marketers sell in films to clients? How do filmmakers and brand managers execute the process? How is branded content best leveraged? And does it actually deliver? This panel’s case study provides a 360 view - and best practices - from the campaign’s key partners.
Jason Falls signs his book ‘No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing’ at the SXSW bookstore.
by Neil Perry
Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.
B2B Marketers unite and connect! Come to the Marketers Meet Up and join other marketers who share your passion for everything marketing. Chat with guest social media and marketing technology experts. Learn how to make the latest strategies and techniques pay off for you. Also, don’t forget the Marketers Remix evening party at Stage Six on Monday, March 12th. www.marketo.com/sxsw . Marketers Unite!
Wondering how to stay relevant in today's 24x7 media environment? You're not alone.
Today, brands aren't built just through carefully orchestrated ad campaigns or splashy publicity stunts. Perceptions are also formed through the news stories of the hour and the timely stream of online conversations about brands.
Savvy marketers are retooling their communications practices to market more nimbly and take advantage of fleeting opportunities, online and off. It's the age of extemporaneous marketing.
In this lively panel, media experts from communications consultancies and blue chip consumer and b2b brands will debate the merits of real-time techniques in the marketing mixes of the future.
Panelists will discuss real-time marketing's value, practical tips for how to bring it to life in your organization, and what the future holds for early adopters. New research findings will also be unveiled, providing fresh insights on real-time marketing's impact on consumer perceptions and behaviors.
Along the way, this panel will provide tangible examples of organizations that are doing it right -- and frank discussion about brands that botched real-time marketing efforts from the word go.
Attendees will walk away with a better understanding of what real-time marketing can do for their businesses, and some sage advice on how to prepare for the future.
by Tim Leake
Thanks to digital and social media, Marketers and Ad Agency folks have gone from having a one-way conversation with customers into a million-way conversation. We’ve added capabilities to create digital work. But that misses the point. What we really need to do is learn how to create work for a digital world. We know we need to be agile, but we don't know how to do it. "Moving quickly" doesn't play well with "covering your ass." We want everything: work that's creative, gets noticed, maximizes results and minimizes risk. (And, preferably, is affordable.) Adprovising is a simple set of rules to help us get there – joyfully stolen from the world of improv comedy and repurposed to suit our own needs.
by Glenn Engler
Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.
Get together with other predictive technology and marketing experts for an hour of brainstorming, idea-buidling, networking, friend-making and career-enhancement. Or, attend this Meet Up to learn more about this segment of the industry -- or if you are looking to hire a predictive technology and marketing expert for your company.
by Noel Franus
We work so hard to get people to like us. Buy this! Click here! Love me! So why is it that so many people—and most brands—suck at keeping things lively once they have us on the hook?
Customer service generally stinks. Products rarely evolve with our needs. And loyalty programs are usually no more than a carrot on a string.
A marriage isn’t supposed to be this dull.
We’ll take a look at the nitty-gritty psychology and behaviors associated with keeping things exciting long after buy-in, explore left-of-center approaches to bringing customers back and serve up inspiration for designers who want to to create experiences that build customers for life.
Calling all marketers: we know it’s key to know how to reach the brains of the future, the social savvy net generation (the millennials). Millennials influence their friends or “followers” into buying decisions, or “what’s cool”. Actually you may not think so, but teens know marketing very well, and if they like an advertisement or funny commercial – they instantly love the brand and become ambassadors or advocates by promoting it to their friends, and so on. 93% of teens and young adults go online. They consume so much media, almost 11 hours of it a day! Social media plays a big role in where kids spend their time online, so we will use other brands as examples proving how they connect and engage their fans over such networks. We’ll also take a look at current trends and analyze many successful branding and marketing campaigns that are well liked by myself and other kids. Learn the demographics of the future customers, their consumer behaviors, tips to implement for any business along with best practices, what millennials expect from businesses like authenticity, how they interact with brands, & why they like marketing campaigns. Learn all of this from a 14-year-old with an innate sense of social media and technology offering an unusual, unique perspective.
Marketing is social. We're all sold. But how do you maximize your return in social without appearing like a douchebag? One the one hand, top influencers in the social space are the ones who can truly drive action back to your brand. Yet, on the other hand no one likes a brand who refuses to interact with the little guy. As social marketing becomes more serious, more serious metrics are being demanded -- learn what works and what doesn't. And what about service -- should influence affect whom you help first?
by Boris Revsin
Social actions is the future of engagement marketing. Looking through the lens of the classic college drop-out turned entrepreneur, we will explore how user experience and game dynamics can generate remarkable action around real-world memes. As disruptive forms of marketing begin to fall away more and more brands turn to marketing as interactive content. Find out how the next wave of advertising isn't really advertising at all.
How do Chanel, Louis Vuitton, BMW and Rolex stack up across digital platforms. NYU Stern Professor of Marketing Scott Galloway, has developed the L2 Digital IQ Index® to evaluate the digital competence of brands across more than 350 datapoints. The flagship Luxury Index ranks 100 iconic luxury brands across four dimensions: Site & E-commerce, Digital Marketing, Social Media and Mobile, and assigns them a Digital IQ.
This no mercy, no malice review helps brands allocate capital more efficiently and serves as a proxy for which firms are most innovative. L2 has established a statistically significant relationship between Digital IQ and shareholder value and revenue growth.
What's your brand's Digital IQ?
9th–13th March 2012