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Tuesday, May 20
There may be no product more closely associated with real-time marketing than Mondelēz International’s Oreo brand. But the Super Bowl tweet heard ‘round the marketing world in 2013, is, well, old news; Mondelēz, like most marketers, is working towards being relevant on an ongoing basis with its roster of high-profile brands. To that end, the company has - among other initiatives – partnered with NowThis News to launch Blink Studios, a first of its kind real-time ad studio that produces and distributes real-time video in response to the news. Across nearly every social platform- from Vine to Snapchat- the pioneering news brand and Mondelēz International can reach and connect with the youth audience. In this OMMA Social Keynote Conversation, Laura Henderson, Mondelēz International Associate Director, US Media and Communications, discusses the collaboration, the company’s overall approach to real-time, and the importance of staying relevant to ever-harder-to-reach consumers.
If you want to stir up a social marketing controversy, look no further than Facebook, the uber-social platform that some would argue is developing a robust cottage industry in ticking advertisers off. The latest reason for concern? That due to a change in Facebook’s algorithm, an advertiser’s organic reach – i.e. the reach simply attributable to being in a News Feed -- is now as low as one percent even for an advertisers’ so-called fans. That means in order to get noticed, advertisers are going to have to rely on Facebook’s paid advertising products, taking them out of the conversation stream and into the Sponsored Post silo. If that’s the case, then advertisers must ask themselves, is Facebook reach worth paying for, and if not, how should marketers approach the granddaddy of social platforms?
- Dr. Augustine Fou , Digital Consigliere , Marketing Science Consulting Group, Inc. @acfou
- Carson Cook , Marketing Manager , The Old Spaghetti Factory @OldSpagFactory
- Shankar Gupta , VP/Strategy , 360i @SGMagnus
- Rob Reed , Founder/Chief Innovation Officer , MomentFeed
- Jeff Semones , President , M80 @Semones
- Marty Wetherall , Director of Innovation , Fallon @mcw719
While social is often a vehicle for real-time marketing, don’t forget that there’s another kind of “real” in social: creating real authenticity for a brand that makes it a welcome voice within social channels. But for marketers – historically used to shouting their advertising messages through paid media – being authentic can be harder than it looks, and can’t necessarily be satisfied with a one-voice-fits-all approach to social platforms. The kind of authentic social marketing that works on Facebook may not work so well on Instagram, and there’s a vast difference between, say, YouTube and Vine. So how should brands find their authentic voice, and adapt to different platforms? What brands are doing a good job of this and why? How is visual design and photography changing the dynamic? Is it even possible to be part of the social conversation on new, ad-free platforms like WhatsApp? In this OMMA Social Keynote Conversation, Matt Ipcar, executive creative director of Blue State Digital discusses the nature and necessity of authenticity.
Social marketers have questioned the value of “Likes”, followers and other simple “hand-raise” metrics nearly since the first brand began to explore marketing in social channels. However, as the amount of social content has continued to increase, and advertisers have found their social marketing efforts more susceptible to clutter, the question has taken on additional urgency. What are the best marketers doing today to measure what social interactions mean? And what techniques are they using to measure ROI, from buzz to brand awareness, website traffic to sales? Finally how do you build a consistent strategy that results in quality interactions, and not mere mouse clicks?
- Tania Yuki , Founder and CEO , Shareablee @taniayuki
- Kevin Dando , Senior Director of Digital Marketing and Communications , PBS @kdando
- Stephen DiMarco , CMO , Millward Brown Digital @sdimarco
- Lawrence Mak , Senior Manager, Product Marketing , Adobe @lawrencekmak
- Peter Storck , SVP Research & Analytics , House Party @pstorck
- Sharad Verma , CEO and Co-Founder , Piqora @heysharad
In the first of two presentations about social platforms being overlooked by some brands, we take a close up look at Instagram. Presenter Michoel Ogince thinks your brand should be on it! Engagement on Instagram is 15x that of Facebook and a recent report considers the photo app the best media acquisition of the last five years. This session will explore the powerful emotional connection that Instagram establishes between brand and consumer, as well as best practices and social ROI.
Always thought of as a second class citizen, B2B-focused platform LinkedIn is actually much more than meets the eye. In a world where new ad and marketing ideas seem to be sprouting up every day, LinkedIn’s platform offers unique data, reach, and content opportunities to a potentially valuable audience for brand marketers. In this talk, we’ll cover some of the under-utilized techniques that brands might be overlooking.
As part of its marketing for the Adobe® Creative Cloud™ Student and Teacher Edition – a membership-based creative software service – Adobe and MRY launched “Make it with Creative Cloud,” a global initiative dedicated to providing aspiring student creatives with the tools and opportunities they need to fulfill their ambitions. By showcasing their making process, “Make it with Creative Cloud” let students show the world that Adobe inspires and supports idea-ready people in “making” their ideas, while helping those same creators get their work out there and “make it” in terms of peer and professional validation. What made this program unique is that it leveraged digital and print media components to support the students and their work instead of making the story about Adobe products. In this OMMA Social case study, you’ll find out how “Make it with Creative Cloud” turned students into stars and Adobe into a facilitator of student ambition, which showed that no matter where you are coming from Adobe can help you make it.
Marketers’ quest for relevance, and publishers’ quest for revenue, has led to the rise of native advertising, which to some, only serves to put a thin editorial-style gloss on what is basically advertising. But the original native ads were social, in that they were sui generis – word-of-mouth marketing that was an integral part of the platform it was created on; many would argue that this is still the best way for marketers to be a welcome part of social media. While everyone from government officials to journalists to marketers discusses native’s ethics, is the future of native actually social content created by users that carry the credibility that no content studio can?
- Jason Stein , Founder/President , Laundry Service @jasonwstein
- Heather Bergstein , Director, Corporate Digital Marketing & Media , The Estee Lauder Companies
- Ranvir Gujral , Co-Founder , Chute
- Vejay G. Lalla , Partner, Entertainment, Advertising, and Promotions Group , Davis & Gilbert LLP
- Blake Landro , Global Lead, Brand Solutions , Google @blandro
- Victor Pineiro , Vice President, Social Media , Big Spaceship @victorpineiro
The Puppy Bowl may be a fun, furry and famous event that spins off that other Bowl, what with its puppies, penguin cheerleaders, and guest appearances by irresistible stars such as Keyboard Cat and Lil BUB -- but that makes it a particular challenge to develop a marketing plan as bold and fun as the programming itself. During this OMMA Social case study, Sarah McMurdy, Marketing Manager from Animal Planet will show how the network celebrated the 10th anniversary of the Puppy Bowl and made this year’s game bigger and better than ever. Learn how Animal Planet drove weeks of advocacy and engagement online and off, with a social media sweepstakes, a Times Square Activation and thousands of fan-hosted House Parties in living rooms across the country. You’ll also find out how a unique, memorable brand experience can drive the biggest and best word of mouth, how to integrate offline and online promotions to activate fans and spread the word and how to find and harness your best brand advocates to drive awareness, advocacy and user-generated content.
Whether you call it real-time, adaptive, or responsive marketing, it's becoming increasingly important for brands to create content that plays into emerging trends if they are to get noticed in the broader discussion. We have all seen marketers take a cue from the news business in their quest for relevancy, as they increasingly turn to "Brand News Rooms" and "Brand War Rooms" to create engaging social content. While the former speaks to the ongoing need to be relevant, and the other to making brands heard during special, usually live events, both approaches have their plusses and minuses, and both can go awry when brands try too hard to be of the cultural moment. In this OMMA Social panel, executives from many parts of the social media ecosystem will explore the differences between the two, showcase instances in which they have been used well, and those in which they haven’t.
- Matt Creamer , Executive Editor , kbs+ Content Labs @matt_creamer
- Sarah DaVanzo , Chief Cultural Strategy Officer , sparks & honey @culturecartog
- Alex Josephson , Head of Brand Strategy - East Coast , Twitter @ajos
- Matt Listro , VP Strategic Relationships , Crowdtap
- Jack Macleod , General Manager , MXM Social @JackMacleod
- Saeid Vahidi , Creative Strategist , Code and Theory @saeidedward
Some of the most buzzed-about new social networks are ones that don’t fit the profile of social nets as we’ve known them. Social platforms like Twitter, Instagram, Facebook and Google+ all rely on public identities, easily visible social graphs and content that lives in perpetuity ... but these newer social nets are their antithesis. Apps like Secret, Whisper and Banter all offer anonymity in whole or in part. Meanwhile, Snapchat, which currently has 30 million users, is best known for what it’s not: a place for your content to live forever. It disappears only seconds after it’s distributed. But if these ephemeral -- or entirely anonymous – social networks are a significant trend, what does it mean for advertisers? Can they find advantages in social networks that spin off less data? Will users ever view them as places where advertisers are tolerated, or maybe even welcomed? In this OMMA Social panel discussion, we look at whether the new wave of social networks is an advertiser nightmare, or an undiscovered opportunity.