• by Laurie Sullivan , Staff Writer @lauriesullivan, January 26, 2010

"I don't have all the answers," admits Mike Wokosin, vice president of digital marketing at Universal Studios Home Entertainment. During OMMA Social he did provide some insights during the afternoon keynote on Tuesday. The entertainment company doesn't rely much on Twitter, but recognizes the power of the site. Home entertainment releases between 25 and 35 new movies annually. The industry has seen ad budget constraints due to a slight decline in DVD sales, he says.

The sales funnel begins with awareness in digital media, moves into engagement and then into conversion through one-on-one interactions. "If fans are having a conversation on your Facebook page, then you're probably a lot further down the conversion funnel," he says. One failure for Universal's use with on augmented reality technology, it didn't get the campaign out on the street early enough.