A story can be told in a million different ways and constantly improving technology makes it even more fun for anyone to tell their story in their own unique way.
Brands and individuals equally need to embrace that they must tell their story to the world. Through the use of photos, video, words and audio your story can be shared in unlimited ways.
This panel will feature a variety of individuals who have worked with all budgets and all sizes of organizations to present their visual story. You'll leave inspired, informed and ready to go out and embrace the visual.
Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.
Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.
Lights, Camera, Log-on. The evolution of social media has provided personalities the opportunity to manage & build their brand online. Celebrities create & share original content with followers & often interact with them directly. Leveraging the existing fan base, celebrities are building huge online followings for their sites, Twitter, Facebook & more. Join the innovators of social media platforms for Lauren Conrad, Meghan McCain, the Jonas Brothers & Kraft and Walgreens as they discuss the impact for celebrities & brands. Online celebrity communities provide significant value to marketers & brands & financial opportunity for the personalities. This panel discusses the value, growth and phenomenon of celebrity brands online.
Society spends increasingly more time online, watching & reading about strangers. Is peep culture creating more narcissists or simply helping us connect through the sharing of our intimacies? Do users share content that they are passionate about & believe in or do they simply share content that influences how others perceive them? This panel will duke out diverse opinions on how brands use the internet famous to spread buzz about products & services, what this means for the future of marketing & how this effects everyone's behavior online. As time passes will positive sentiment towards an influencer inevitably change to negative? Is influencer marketing changing how we behave online & in our everyday? Is peep culture & narcissism shaping our world, playing a part in marketing & influencing our sharing & buying decisions? Come join our internet culture obsessed panel consisting of a psychologist, blogging pioneer, community manager & online lifestyle blogger/ self proclaimed narcissist.
Brand journalism is often defined by what it isn’t. It’s not just blogging, it’s not PR, but it isn’t traditional reporting either. This session will focus not only on defining brand journalism, but also will go in-depth on what brand journalism looks like in action, how organizations can incorporate editorial practices and how traditional journalists can make the shift. MarketingProfs Chief Content Officer Ann Handley will sit down with Twitter’s Editorial Director Karen Wickre, Eloqua’s in-house reporter Jesse Noyes and Erica Swallow of Southern Swallow Productions to discuss what adaptations need to be made in corporate environments, how to mitigate bias, and what policies you should institute to ensure the emerging practice’s integrity. It’s brand journalism, with a real world emphasis. This session is sponsored by Eloqua.
If the advent of social media platforms causes brands to become publishers then what do publishers become? Whether the ultimate role reversal or just a momentary identity crisis, brands and publishers know that they don’t want to be the last to the party, struggling to keep up with the current conversation and void of “Likes.” Brands and publishers alike are now storytellers -- curators -- and seek the expertise of those who understand that social media platforms are an extension of their branding and serve the same purpose -- retaining consumers, attracting new ones and encouraging a deeper relationship. Both groups seek to create and optimize content, and better yet, deliver a seamless consumer experience with consistent, integrated advertising.
While the conversation about ROI and future of social media is just beginning, most brands and publishers are looking to experts that offer a holistic and tailored solution for capitalizing on the social marketing opportunity with Facebook and Twitter. Both groups know that quality publishing and the right dialogue are important and translate into word of mouth support that scales.
Come spend an hour listening to a small and engaging group of international social media and digital marketing experts, a leading publisher and a renowned brand, all who have seen the light of social media and know it shines brightly when executed well.
by Craig Benzine and Alejandra Carvallo
Brands want a piece of the social media pie. Content creators want to make money without compromising their voice and audience. The Rolling Stones once said you can’t always get what you want. But they were wrong. Big brands and content creators can get what they want while working together. Many brands and content creators collaborate in ways that bring value to their shared audiences. It just takes a little care, and a lot of trust. Panelists Alejandra Carvallo from Intel and one of the all time most subscribed personalities on YouTube, Craig Benzine (aka Wheezy Waiter), show what’s worked for them and earned hundreds of thousands of views of their content.
The Internet has made everyone a publisher. Even brands are now doing what used to solely be the domain of media companies: creating compelling content. Great content is being used to gain fans, inform customers and increase exposure on the Internet. This panel will discuss the principles of successful viral content - whether articles, infographics or videos and how companies can apply these to branded content. And we're talking about more than just slapping your logo on a pie chart. We'll discuss how to get started, measure results and set goals, as well as the importance of a consistent strategy. You've heard the phrase "content is king" over and over again; this panel will show how and why.
9th–13th March 2012