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Tuesday, May 20
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?
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?
In the first of two looks at social platforms that show promise for marketers, an emerging media executive at a major agency will give a brief presentation on a favorite platform, and why marketers and agencies should take a closer look at 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?
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.
- Sarah McMurdy , Marketing Manager , Animal Planet
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.
Some of the most buzzed-about new social networks are ones that don’t fit the profile of a 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.