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@BettyDraper's Guide to Social Storytelling
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.
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Get Bold: Using Social Media
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.
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The Promise and Pitfalls of Real-Time Marketing
by Abby Klanecky, Jeff Beringer, Jim Dowd and Rick Wion
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.
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Community & Influence: How Not to Piss People Off
by Evan Hamilton, Frank Eliason, Maria Ogneva and Megan Berry
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?
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