by Jeremy Sanchez and Robert John Davis
“Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Learn how to optimize your video strategy to pull the levers that matter most.
Why do brands resist being human? Understanding the question, and its answer, reveals much as to the reasons why companies continue to struggle with the adoption of social business practices. Fear not! You can do something to make your company more connected, more human, and you can do it now.
This seminar is for all you enlightened brand strategists, hard working late night community managers, and social business practitioners. We will show you: how to build the business case for being human; how to properly measure the ROI and engagement value of each conversation; how to convince senior managers to give you more headcount; and how to prove that people can scale. At a more macro level, you will understand hidden fears of CMOs, and how to speak their language. You will walk away with real life examples, measurement models, and a plan of action. Let the humanizing begin!
The social web lets us send out a constant stream of Facebook likes, Twitter tweets, Foursquare check-ins, social commerce reviews, and other recommendations about things we’ve experienced and want to share with our friends. These products, services, businesses, places, movies, music, articles, etc. are expressions of customer and influencer engagement and loyalty that brands have successfully started to leverage to grow their businesses.
But what about the other side of the stream: the trusted referrals and recommendations we receive from our friends, as well as the things we discover on our own, and want to buy, read, visit, or listen to later? In other words: our intent to do something. There is a tremendous and largely untapped opportunity for brands to identify consumers who have overtly expressed interest and to 'harvest their intent' by helping them to bridge the gap between discovery and action with useful, timely and relevant information and offers.
As social media marketing moves from experimental to institutional, brands no longer question social media marketing as a line item. That said, the strategies and deployment of social campaigns continues to introduce big questions about ROI versus spending and effective measurement has been a trendy topic without clear answers for years. The tension introduced by the the creativity made familiar by traditional brand campaigns and the measurement that performance/Internet marketing allows has created increasingly urgent questions for CMOs, agencies and social networks alike. This panel brings together divergent voices in the evolving social media marketing realm and will address the questions brands, agencies and social networks need to answer in 2012.
With a mix of measurement and analytics experts 140Proof, standout creative agencies Mekanism and BBDO and social network Formspring will review specific intereactions with brand case studies and discuss the following questions:
9th–13th March 2012