Category: Marketing

Facebook’s Working on a New ‘Preview’ Option for Page Posts

Facebook is developing a new 'Preview' option to see what your Page posts will look like before you hit 'Share'.

https://www.socialmediatoday.com/news/facebooks-working-on-a-new-preview-option-for-page-posts/557047/

#SMTLive Recap: Expertly Crafting Your Brand Voice

How do you craft your brand voice? We asked our #SMTLive community for their thoughts.

https://www.socialmediatoday.com/news/smtlive-recap-expertly-crafting-your-brand-voice/556982/

Facebook Releases Details of its Coming ‘Libra’ Cryptocurrency

After months of speculation, Facebook has finally revealed details of its coming 'Libra' cryptocurrency offering.

https://www.socialmediatoday.com/news/facebook-releases-details-of-its-coming-libra-cryptocurrency/557081/

How Can Brands Use Experiences to Fuel Identity, Memories and Connections? Make Them Part of the Story, says Viacom

In the digital era, social media had made each and every person a storyteller, with the ability to share their lives with the push of a button. This poses the unique opportunity for brands to become a milestone in the life story of their audience.

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During #SMWLA, Maya Peterson, Director, Culture and Creative Insights at Viacom Velocity leads a conversation with Boye Fajinmi, Co-Founder and President of The Future Party and Gabrielle Richmond, Director of Programming and Partnerships at Shopify, discussed this topic at length, exploring how much social media has fundamentally changed the nature of experiences by fueling our identity projection, rewiring our connections, and augmenting our memories.

If you can’t gram it, should you stan it?

“Who has gone to an experience so they could take a picture of it and post it on social media? Pics or it didn’t happen?” Peterson quips, before underlining that as marketers, when you understand how much your audience’s experience experiences because of social media, you have an opportunity to connect with them more meaningfully.

iPhone’s appear to have enhanced the majority of experiences as opposed to detract from them, although keen festival and gig-goers may argue otherwise.

The intent behind documentation can be whittled down to the desire to express oneself in order to reflect your values or what you think you should be doing. This applies to both brands and people.

At events, only 19 percent say they get distracted by the need to find a good shot, however, almost half say dedicated social media areas at events relieve anxiety, which suggests people are inflicting a great amount of pressure on themselves to remain valid.

The experience should be part of the story

When it comes to experience, Fajinimi believes that experience should be part of the story and Richmond agrees, highlighting the five senses and that, if a person is able to interact – touch, taste and hear – as part of the experience, then the desire to share it online will be more organic and purposeful. Authentic too, which is a word thrown around a lot. What audiences see has to make sense to the brand.

Bridging the divide between online & social

Peterson asks whether there are ways other ways brands can bridge the divide between online and social, so it’s not just about finding a picture and Richmond believes this is tricky.

Fajinmi says, “right now we’re in this day and age where we have all these ice cream museums and it’s becoming an overload for people. A big trend is a digital detox. When you’re at the event, you’re actually not on your phone. Focus on experience and share it afterwards.” He also mentions the removal of the like button and how it could possibly give brands anxiety about measuring metrics.

Striking a strong partnership

When 52 percent of young people say that the most amazing brand experience changes their perspective, it can be easy for brands solely focus on creating THAT viral moment as opposed to a representation of themselves online. This can lead to audiences feeling like there’s a brick wall between them and the brand – a disconnect.

They conclude that a successful experience looks to educate people. There has to be a takeaway that has aided, developed or changed the receptor.

“Strike a smart partnership,” Fajinmi nods.

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The post How Can Brands Use Experiences to Fuel Identity, Memories and Connections? Make Them Part of the Story, says Viacom appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/how-can-brands-use-experiences-to-fuel-identity-memories-and-connections-make-them-part-of-the-story-says-viacom/

Striking The Balance Between Human Expertise and AI: Insights from Linkfluence

According to the Havard Business Review, in the next 10 years, 75 percent of brands that are on the Fortune 500 won’t be there because as a result of digital transformation.

If brands don’t adapt and listen, then they risk losing relevance. Machines can help them do this but it is with context accessible via human experience that aid them to take effective action. Cultural trends, lifestyle factor, and qualitative research cannot be done by machines alone, currently.

Join SMW Insider to watch this #SMWLA session

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“Limiting social media data to marketing observations is like buying a Ferrari to drop your kids off at school. You’re not using the full potential of the tool,” Benjamin Duvall, the Chief Evangelist at Linkfluence explained during #SMWLA in a session exploring social listening and the importance of combining AI with human expertise.

Hacking Tracking

First, he outlined tracking as a business and brand priority and the number of ways to do this.
As a result of focusing on vanity metrics, social media listening platforms have evolved through consolidation.

You need to consider four things when tracking: awareness, desirability, proximity, and relevance. What is the scale of resonation of your brand and what is the gap between the brand desired equity and the equity actually spread by social media?

He then discussed what he referred to as a social intelligence maturity model. “You need to understand where your company is on so you don’t miss anything,” he explains. “So you aren’t thinking you’re killing it when you’re not.”

The Social Intelligence Maturity Model

The first step is alerting. Where little to no social media listening may be happening and there might even be some skepticism about the value of what’s being said on the social web. A few people rely on basic tools.

The next is monitoring. This discovery period can be quite eye-opening for teams when they start to explore what’s being said about their brand.

Third comes the listening – this is the ‘aha’ moment, where you then ask yourself what you should do with the data you obtain.

After listening comes strategic listening, where what you were doing before becomes truly integrated with your business process. Cross-functional teams are listening, deciding and reporting in real time to informer marketing strategy.

Social intelligence is the fifth and final step – it’s transformative. Data helps drive decision-making and influences budget and investment. This stage is still somewhat aspirational given that many of the tools are soiled.

Contextualize to avoid surprise

Overall, Duvall concluded that most importantly, “you need to ensure that when you get social listening data that it’s relevant to the context. Outcomes need to have a strategic change outlook and not just exist as community management.”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Striking The Balance Between Human Expertise and AI: Insights from Linkfluence appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/striking-the-balance-between-human-expertise-and-ai-insights-from-linkfluence/

Striking The Balance Between Human Expertise and AI: Insights from Linkfluence

According to the Havard Business Review, in the next 10 years, 75 percent of brands that are on the Fortune 500 won’t be there because as a result of digital transformation.

If brands don’t adapt and listen, then they risk losing relevance. Machines can help them do this but it is with context accessible via human experience that aid them to take effective action. Cultural trends, lifestyle factor, and qualitative research cannot be done by machines alone, currently.

Join SMW Insider to watch this #SMWLA session

Subscribe

“Limiting social media data to marketing observations is like buying a Ferrari to drop your kids off at school. You’re not using the full potential of the tool,” Benjamin Duvall, the Chief Evangelist at Linkfluence explained during #SMWLA in a session exploring social listening and the importance of combining AI with human expertise.

Hacking Tracking

First, he outlined tracking as a business and brand priority and the number of ways to do this.
As a result of focusing on vanity metrics, social media listening platforms have evolved through consolidation.

You need to consider four things when tracking: awareness, desirability, proximity, and relevance. What is the scale of resonation of your brand and what is the gap between the brand desired equity and the equity actually spread by social media?

He then discussed what he referred to as a social intelligence maturity model. “You need to understand where your company is on so you don’t miss anything,” he explains. “So you aren’t thinking you’re killing it when you’re not.”

The Social Intelligence Maturity Model

The first step is alerting. Where little to no social media listening may be happening and there might even be some skepticism about the value of what’s being said on the social web. A few people rely on basic tools.

The next is monitoring. This discovery period can be quite eye-opening for teams when they start to explore what’s being said about their brand.

Third comes the listening – this is the ‘aha’ moment, where you then ask yourself what you should do with the data you obtain.

After listening comes strategic listening, where what you were doing before becomes truly integrated with your business process. Cross-functional teams are listening, deciding and reporting in real time to informer marketing strategy.

Social intelligence is the fifth and final step – it’s transformative. Data helps drive decision-making and influences budget and investment. This stage is still somewhat aspirational given that many of the tools are soiled.

Contextualize to avoid surprise

Overall, Duvall concluded that most importantly, “you need to ensure that when you get social listening data that it’s relevant to the context. Outcomes need to have a strategic change outlook and not just exist as community management.”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Striking The Balance Between Human Expertise and AI: Insights from Linkfluence appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/striking-the-balance-between-human-expertise-and-ai-insights-from-linkfluence/

Striking The Balance Between Human Expertise and AI: Insights from Linkfluence

According to the Havard Business Review, in the next 10 years, 75 percent of brands that are on the Fortune 500 won’t be there because as a result of digital transformation.

If brands don’t adapt and listen, then they risk losing relevance. Machines can help them do this but it is with context accessible via human experience that aid them to take effective action. Cultural trends, lifestyle factor, and qualitative research cannot be done by machines alone, currently.

Join SMW Insider to watch this #SMWLA session

Subscribe

“Limiting social media data to marketing observations is like buying a Ferrari to drop your kids off at school. You’re not using the full potential of the tool,” Benjamin Duvall, the Chief Evangelist at Linkfluence explained during #SMWLA in a session exploring social listening and the importance of combining AI with human expertise.

Hacking Tracking

First, he outlined tracking as a business and brand priority and the number of ways to do this.
As a result of focusing on vanity metrics, social media listening platforms have evolved through consolidation.

You need to consider four things when tracking: awareness, desirability, proximity, and relevance. What is the scale of resonation of your brand and what is the gap between the brand desired equity and the equity actually spread by social media?

He then discussed what he referred to as a social intelligence maturity model. “You need to understand where your company is on so you don’t miss anything,” he explains. “So you aren’t thinking you’re killing it when you’re not.”

The Social Intelligence Maturity Model

The first step is alerting. Where little to no social media listening may be happening and there might even be some skepticism about the value of what’s being said on the social web. A few people rely on basic tools.

The next is monitoring. This discovery period can be quite eye-opening for teams when they start to explore what’s being said about their brand.

Third comes the listening – this is the ‘aha’ moment, where you then ask yourself what you should do with the data you obtain.

After listening comes strategic listening, where what you were doing before becomes truly integrated with your business process. Cross-functional teams are listening, deciding and reporting in real time to informer marketing strategy.

Social intelligence is the fifth and final step – it’s transformative. Data helps drive decision-making and influences budget and investment. This stage is still somewhat aspirational given that many of the tools are soiled.

Contextualize to avoid surprise

Overall, Duvall concluded that most importantly, “you need to ensure that when you get social listening data that it’s relevant to the context. Outcomes need to have a strategic change outlook and not just exist as community management.”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Striking The Balance Between Human Expertise and AI: Insights from Linkfluence appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/striking-the-balance-between-human-expertise-and-ai-insights-from-linkfluence/

Striking The Balance Between Human Expertise and AI: Insights from Linkfluence

According to the Havard Business Review, in the next 10 years, 75 percent of brands that are on the Fortune 500 won’t be there because as a result of digital transformation.

If brands don’t adapt and listen, then they risk losing relevance. Machines can help them do this but it is with context accessible via human experience that aid them to take effective action. Cultural trends, lifestyle factor, and qualitative research cannot be done by machines alone, currently.

Join SMW Insider to watch this #SMWLA session

Subscribe

“Limiting social media data to marketing observations is like buying a Ferrari to drop your kids off at school. You’re not using the full potential of the tool,” Benjamin Duvall, the Chief Evangelist at Linkfluence explained during #SMWLA in a session exploring social listening and the importance of combining AI with human expertise.

Hacking Tracking

First, he outlined tracking as a business and brand priority and the number of ways to do this.
As a result of focusing on vanity metrics, social media listening platforms have evolved through consolidation.

You need to consider four things when tracking: awareness, desirability, proximity, and relevance. What is the scale of resonation of your brand and what is the gap between the brand desired equity and the equity actually spread by social media?

He then discussed what he referred to as a social intelligence maturity model. “You need to understand where your company is on so you don’t miss anything,” he explains. “So you aren’t thinking you’re killing it when you’re not.”

The Social Intelligence Maturity Model

The first step is alerting. Where little to no social media listening may be happening and there might even be some skepticism about the value of what’s being said on the social web. A few people rely on basic tools.

The next is monitoring. This discovery period can be quite eye-opening for teams when they start to explore what’s being said about their brand.

Third comes the listening – this is the ‘aha’ moment, where you then ask yourself what you should do with the data you obtain.

After listening comes strategic listening, where what you were doing before becomes truly integrated with your business process. Cross-functional teams are listening, deciding and reporting in real time to informer marketing strategy.

Social intelligence is the fifth and final step – it’s transformative. Data helps drive decision-making and influences budget and investment. This stage is still somewhat aspirational given that many of the tools are soiled.

Contextualize to avoid surprise

Overall, Duvall concluded that most importantly, “you need to ensure that when you get social listening data that it’s relevant to the context. Outcomes need to have a strategic change outlook and not just exist as community management.”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Striking The Balance Between Human Expertise and AI: Insights from Linkfluence appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/striking-the-balance-between-human-expertise-and-ai-insights-from-linkfluence/

Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker

Social listening can turn “brand noise” into brand insight, competitive intelligence, and sponsorship engagement. It is no different in the sports marketing world.

During #SMWLA, Marla Grossberg, Consumer Insights & Strategy Director for the Milwaukee Brewers, and Nate Bonsignore, the West Coast Regional Manager at Talkwalker, sat down to discuss how social listening and other tools can enable sports marketers to hit a home-run this year.

The strategic role of social listening

Because social listening has become more vital to a company’s social strategy, many companies have tried to incorporate this tool. Still, Grossberg talked about her past within companies which were not doing so successfully, despite establishing go-to social media and measurement employees.

Join SMW Insider to watch this #SMWLA session

Subscribe

“The problem was they weren’t embedded in the teams. They didn’t understand what the brand’s issues or problems were and folks on the teams didn’t understand the tool or social media listening, so they didn’t know how to use [it]. It was this great thing, but it was under-utilized,” Grossberg said.

With an understanding that social media can sometimes be “chaotic or misplaced,” Grossberg elaborated on how brand teams are using social listening to overcome that.

Incorporating social within marketing teams

For starters, with the Brewers’ brand, social media is incorporated within the marketing department.

The Brewers brand also uses Talkwalker’s ability to monitor what is happening in their social channels to gain insight on both what users think about campaigns, products, events and the like, and to gauge the brand’s awareness of their consumers, too.

“We found that Talkwalker served two different needs for us that we didn’t even realize,” Grossberg said, “One was about innovation and inspiration for giveaways. Another one was about sponsorships…Talkwaker was a phenomenal way to add value to those partnerships.”

The opportunity

Considering that the sports industry is estimated to hit $80.3 billion dollars by 2020, as Bonsignore mentioned, there is literal value in finding ways to stand out from a social listening perspective.

Making product, content, and event decisions that will appeal to consumers is the ultimate, great result.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/social-listening-in-sports-marketing-can-create-the-loudest-cheers-per-talkwalker/

Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker

Social listening can turn “brand noise” into brand insight, competitive intelligence, and sponsorship engagement. It is no different in the sports marketing world.

During #SMWLA, Marla Grossberg, Consumer Insights & Strategy Director for the Milwaukee Brewers, and Nate Bonsignore, the West Coast Regional Manager at Talkwalker, sat down to discuss how social listening and other tools can enable sports marketers to hit a home-run this year.

The strategic role of social listening

Because social listening has become more vital to a company’s social strategy, many companies have tried to incorporate this tool. Still, Grossberg talked about her past within companies which were not doing so successfully, despite establishing go-to social media and measurement employees.

Join SMW Insider to watch this #SMWLA session

Subscribe

“The problem was they weren’t embedded in the teams. They didn’t understand what the brand’s issues or problems were and folks on the teams didn’t understand the tool or social media listening, so they didn’t know how to use [it]. It was this great thing, but it was under-utilized,” Grossberg said.

With an understanding that social media can sometimes be “chaotic or misplaced,” Grossberg elaborated on how brand teams are using social listening to overcome that.

Incorporating social within marketing teams

For starters, with the Brewers’ brand, social media is incorporated within the marketing department.

The Brewers brand also uses Talkwalker’s ability to monitor what is happening in their social channels to gain insight on both what users think about campaigns, products, events and the like, and to gauge the brand’s awareness of their consumers, too.

“We found that Talkwalker served two different needs for us that we didn’t even realize,” Grossberg said, “One was about innovation and inspiration for giveaways. Another one was about sponsorships…Talkwaker was a phenomenal way to add value to those partnerships.”

The opportunity

Considering that the sports industry is estimated to hit $80.3 billion dollars by 2020, as Bonsignore mentioned, there is literal value in finding ways to stand out from a social listening perspective.

Making product, content, and event decisions that will appeal to consumers is the ultimate, great result.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/social-listening-in-sports-marketing-can-create-the-loudest-cheers-per-talkwalker/

Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker

Social listening can turn “brand noise” into brand insight, competitive intelligence, and sponsorship engagement. It is no different in the sports marketing world.

During #SMWLA, Marla Grossberg, Consumer Insights & Strategy Director for the Milwaukee Brewers, and Nate Bonsignore, the West Coast Regional Manager at Talkwalker, sat down to discuss how social listening and other tools can enable sports marketers to hit a home-run this year.

The strategic role of social listening

Because social listening has become more vital to a company’s social strategy, many companies have tried to incorporate this tool. Still, Grossberg talked about her past within companies which were not doing so successfully, despite establishing go-to social media and measurement employees.

Join SMW Insider to watch this #SMWLA session

Subscribe

“The problem was they weren’t embedded in the teams. They didn’t understand what the brand’s issues or problems were and folks on the teams didn’t understand the tool or social media listening, so they didn’t know how to use [it]. It was this great thing, but it was under-utilized,” Grossberg said.

With an understanding that social media can sometimes be “chaotic or misplaced,” Grossberg elaborated on how brand teams are using social listening to overcome that.

Incorporating social within marketing teams

For starters, with the Brewers’ brand, social media is incorporated within the marketing department.

The Brewers brand also uses Talkwalker’s ability to monitor what is happening in their social channels to gain insight on both what users think about campaigns, products, events and the like, and to gauge the brand’s awareness of their consumers, too.

“We found that Talkwalker served two different needs for us that we didn’t even realize,” Grossberg said, “One was about innovation and inspiration for giveaways. Another one was about sponsorships…Talkwaker was a phenomenal way to add value to those partnerships.”

The opportunity

Considering that the sports industry is estimated to hit $80.3 billion dollars by 2020, as Bonsignore mentioned, there is literal value in finding ways to stand out from a social listening perspective.

Making product, content, and event decisions that will appeal to consumers is the ultimate, great result.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Social Listening in Sports Marketing Can Create the Loudest Cheers, per Talkwalker appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/social-listening-in-sports-marketing-can-create-the-loudest-cheers-per-talkwalker/

Scaling UGC and Navigating the Shifting Agency Model: Tips from Social Native

The digital era has enabled anyone with a smartphone to generate high quality, creative content. While traditional agencies struggle to keep up, leading brands are capitalizing on the power of user-generated content, or UGC, by restructuring to attain high quality and cost-effective content as well as shifting their distribution strategies.

Join SMW Insider to watch this #SMWLA session

Subscribe

During #SMWLA, David Shadpour, CEO & Co-Founder of Social Native, highlighted key points to allow a brand to tap into what creative users have to offer.

The Tools to Create Are at Our Fingertips

Shadapour explained that people can be viewed as “micro-agencies” who are creating content all of the time. Polling from the Social Media Week Los Angeles audience, those present agreed that they themselves have thousands of original pictures stored on their phones.

“The smartphone community are trying to preach that phones can now create unbelievable quality content,” he said, referring to the “Shot on iPhone” ads seen on billboards and bus stops.

He commented that the Apple brand is both reminding people of what their phones can do and using that accessibility to produce high quality and authentic content themselves.

UGC is Key to Affordably Creating Content at Scale

More good practice comes from Coca-Cola’s strategy on National Taco Day. According to Shadpour, the beverage company put out a call for taco content on several of their social media platforms on that day. Within two hours, he said, Coca-Cola had 44 unique assets which all met the brand guidelines.

While 44 may or may not sound like a lot, that is plenty of content to choose from in such a limited time. The company was able to pick the assets they loved and use them on different platforms almost immediately.

Shadpour explained, “Imagine having one unique piece of creative on Instagram whereas you have it different on Twitter, and so on.” And none of the various options were a cost to the company.

What Works Best When Partnering with Consumers

Given the large amount of people that have a smartphone (a figure of 2.5 billion according to Shadpour), how does a brand determine who can actually create high quality content?

“You onboard Facebook, Twitter, Pinterest, Snapchat, etc., and you start building profiles on individuals. Luckily, through our partnerships, we have a world of data on the audience, and we’ve learned how to predict who is more talented in creating content than others,” Shadpour said.

But that is only one of many phases. Phase two, which Shadpour said he finds the most interesting, consists of ratings. There are tools which allow for pieces of content to be scored and, with time, build up a reliability that companies can evaluate.

Additionally, there is room for further insight. “We’ve, over time, discovered that different people make great vertical video and different people make great still images, and so on, and so on,” he said.

Finally, Shadpour reminded brands that the best part about UGC is authenticity. “Don’t hire random people to create content for dogs, hire someone who is a dog lover. Don’t hire someone random to create content for kids, hire a mom or a dad. That’s what works,” he said.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLDN 2019 PROMO

The post Scaling UGC and Navigating the Shifting Agency Model: Tips from Social Native appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/scaling-ugc-and-navigating-the-shifting-agency-model-tips-from-social-native/

Scaling UGC and Navigating the Shifting Agency Model: Tips from Social Native

The digital era has enabled anyone with a smartphone to generate high quality, creative content. While traditional agencies struggle to keep up, leading brands are capitalizing on the power of user-generated content, or UGC, by restructuring to attain high quality and cost-effective content as well as shifting their distribution strategies.

Join SMW Insider to watch this #SMWLA session

Subscribe

During #SMWLA, David Shadpour, CEO & Co-Founder of Social Native, highlighted key points to allow a brand to tap into what creative users have to offer.

The Tools to Create Are at Our Fingertips

Shadapour explained that people can be viewed as “micro-agencies” who are creating content all of the time. Polling from the Social Media Week Los Angeles audience, those present agreed that they themselves have thousands of original pictures stored on their phones.

“The smartphone community are trying to preach that phones can now create unbelievable quality content,” he said, referring to the “Shot on iPhone” ads seen on billboards and bus stops.

He commented that the Apple brand is both reminding people of what their phones can do and using that accessibility to produce high quality and authentic content themselves.

UGC is Key to Affordably Creating Content at Scale

More good practice comes from Coca-Cola’s strategy on National Taco Day. According to Shadpour, the beverage company put out a call for taco content on several of their social media platforms on that day. Within two hours, he said, Coca-Cola had 44 unique assets which all met the brand guidelines.

While 44 may or may not sound like a lot, that is plenty of content to choose from in such a limited time. The company was able to pick the assets they loved and use them on different platforms almost immediately.

Shadpour explained, “Imagine having one unique piece of creative on Instagram whereas you have it different on Twitter, and so on.” And none of the various options were a cost to the company.

What Works Best When Partnering with Consumers

Given the large amount of people that have a smartphone (a figure of 2.5 billion according to Shadpour), how does a brand determine who can actually create high quality content?

“You onboard Facebook, Twitter, Pinterest, Snapchat, etc., and you start building profiles on individuals. Luckily, through our partnerships, we have a world of data on the audience, and we’ve learned how to predict who is more talented in creating content than others,” Shadpour said.

But that is only one of many phases. Phase two, which Shadpour said he finds the most interesting, consists of ratings. There are tools which allow for pieces of content to be scored and, with time, build up a reliability that companies can evaluate.

Additionally, there is room for further insight. “We’ve, over time, discovered that different people make great vertical video and different people make great still images, and so on, and so on,” he said.

Finally, Shadpour reminded brands that the best part about UGC is authenticity. “Don’t hire random people to create content for dogs, hire someone who is a dog lover. Don’t hire someone random to create content for kids, hire a mom or a dad. That’s what works,” he said.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLDN 2019 PROMO

The post Scaling UGC and Navigating the Shifting Agency Model: Tips from Social Native appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/scaling-ugc-and-navigating-the-shifting-agency-model-tips-from-social-native/

How to Bring Back and Leverage Fun on Social Media: Insights from Grey

Social media was largely considered fun when it first boomed in pop culture. So, what happened? How it can be best brought to life in a social media world?

During #SMWLA, representatives of Grey came together for a candid discussion on what fun means within a social media platform today.

Join SMW Insider to watch this #SMWLA session

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Bevan Mahaney, the West Coast Creative Director of Grey, reminded people that we originally got on social media “because of the organic joy happening there” and for a sense of connection.

Social media has deprioritized fun

But in recent times, social media has meant pressure, anticipation and much expectation.

“Fun has been de-prioritized,” Mahaney said. While people used to use social media to show fun hobbies or moments, it has shifted toward an emphasis on careers and entrepreneurialism

Holland Martini, Director of Data Strategy at Grey, agreed, “Everything’s a hustle.”

Creating a foundation for authentic fun

Mahaney and Martini went on to explain that authentic fun is more likely to spring from spontaneous, unplanned moments that can create connections and leave lasting impressions.

Although social media practices and engagement helps people memorialize their fun, via photo or status updates, recent data may suggest that fun is not something we have anymore.

Grey noted that 43 percent of people in the United States believe their relationships lack meaning, 69 percent are stressed over current politics and the country’s future, and that the U.S. falls in the 18th place when it comes to rankings of the happiest countries in the world.

To top it off, only five percent of people consider fun their top priority.

The Grey representatives posed the question: How can brands leverage fun?

Among those scary percentages, there is also a finding that says 50 percent of people are more likely to purchase from a brand if it can help them have fun. Seventy-six percent would also be willing to spend more on that brand.

There is still money in fun

In other words, it does not have to be all career-talk and entrepreneurialism; there is still money in fun.

Martini said that fun can be specifically tied to entrepreneurialism, as it helps boost one’s mood, productivity and connections. She suggested that if brands were aware that fun could help business in this way, they would probably be willing to invest money in inhibiting fun.

In fact, fun helps counteract the high statistics of stress and lack of meaning or happiness one could be experiencing within the shifted focus of social media.

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The post How to Bring Back and Leverage Fun on Social Media: Insights from Grey appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/how-to-bring-back-and-leverage-fun-on-social-media-insights-from-grey/

How to Bring Back and Leverage Fun on Social Media: Insights from Grey

Social media was largely considered fun when it first boomed in pop culture. So, what happened? How it can be best brought to life in a social media world?

During #SMWLA, representatives of Grey came together for a candid discussion on what fun means within a social media platform today.

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Bevan Mahaney, the West Coast Creative Director of Grey, reminded people that we originally got on social media “because of the organic joy happening there” and for a sense of connection.

Social media has deprioritized fun

But in recent times, social media has meant pressure, anticipation and much expectation.

“Fun has been de-prioritized,” Mahaney said. While people used to use social media to show fun hobbies or moments, it has shifted toward an emphasis on careers and entrepreneurialism

Holland Martini, Director of Data Strategy at Grey, agreed, “Everything’s a hustle.”

Creating a foundation for authentic fun

Mahaney and Martini went on to explain that authentic fun is more likely to spring from spontaneous, unplanned moments that can create connections and leave lasting impressions.

Although social media practices and engagement helps people memorialize their fun, via photo or status updates, recent data may suggest that fun is not something we have anymore.

Grey noted that 43 percent of people in the United States believe their relationships lack meaning, 69 percent are stressed over current politics and the country’s future, and that the U.S. falls in the 18th place when it comes to rankings of the happiest countries in the world.

To top it off, only five percent of people consider fun their top priority.

The Grey representatives posed the question: How can brands leverage fun?

Among those scary percentages, there is also a finding that says 50 percent of people are more likely to purchase from a brand if it can help them have fun. Seventy-six percent would also be willing to spend more on that brand.

There is still money in fun

In other words, it does not have to be all career-talk and entrepreneurialism; there is still money in fun.

Martini said that fun can be specifically tied to entrepreneurialism, as it helps boost one’s mood, productivity and connections. She suggested that if brands were aware that fun could help business in this way, they would probably be willing to invest money in inhibiting fun.

In fact, fun helps counteract the high statistics of stress and lack of meaning or happiness one could be experiencing within the shifted focus of social media.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post How to Bring Back and Leverage Fun on Social Media: Insights from Grey appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/how-to-bring-back-and-leverage-fun-on-social-media-insights-from-grey/

Evolving Creativity & Storytelling at the Pace of Pop Culture: Insights from Ira Madison III

In our digital-first world powered by social media, change is fast and constant—and there is a continual pressure on marketers and their partners to keep up (or miss out on critical opportunities to grow and engage with target audiences).

Join SMW Insider to watch this #SMWLA session

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During #SMWLA, Ira Madison III sat down with Grey West‘s Bevan Mahaney for a conversation around staying relevant by drafting off or creating for pop culture — and how to maintain your voice and message in the process.

The creative process & stay abreast of pop culture trends

On Keep It! Madison III and his two co-hosts cover a wide variety of topics spanning race, sexuality, and celebrity gossip and get the opportunity to interview and interact with funny and fascinating faces every week.

In discussing how he identifies people to host and what topics will be covered, he described “it’s basically what happened..we’re pretty topical…we find out what’s trending, what people are talking about and go through each story over the weekend and by Monday we decide what we’ll talk about the next day.”

More generally, as much as possible he tries to follow the practice of steering clear of topics he isn’t genuinely interested in. The one exception being ‘mega news,’ but even then if it’s big enough news there is a likelihood you’ll develop a curiosity to discuss what it is.

When asked for his secret in staying ahead of the latest pop culture trends, Madison III had a simple answer: “I’m glued to my phone…it’s hard to take media breaks, even when you’re on vacation…you want to be politically and culturally literate.”

Keeping a positive vibe

If you want to be a successful creative, Madison III recommends surrounding yourself with creative friends. He says that this is reflected in his conversations on Keep It!

“If you’re a creative person, specifically in LA and the industries we work in, it’s easy to get wrapped up in your work and the idea of trying to keep up with the Jones’ of the industry. It’s great when you have friends as creative as you and as interested in the same things you’re talking about.”

He went on to describe that a lot of the conversations that he engages in on a non-professional, everyday life basis serve as an inspiration and help formulate the opinions he’ll ultimately deliver on the podcast. When this happens, “it doesn’t feel like work – rather it’s preparation for the show,” he explained.

Beyond serving as fuel to continue delivering high-quality podcast episodes, Madison III also added this is important in avoiding your own “echo chamber.” In other words, pushing yourself to look outside of your own perspective before fully formulating your thoughts on a given story. As examples of who he particularly looks to, he mentioned Allison Davis, Wesley Morris, and Jenna Wortham.

“You read their works and you get them coming to you as opposed to seeking out the entire website,” he added.

None of this is to say there isn’t a level of healthy competition amongst Madison IIi and his friends, “if there wasn’t any at all, we probably wouldn’t be who we are,” he said. The differentiating factor is that they feed off one another and in turn, push and build each other up to be greater together as opposed to bringing one another down.

The role of bloggers/commentators/podcast hosts in pop culture

In the context of red carpets and fashion, Madison III expressed “there’s this idea that people bonk against criticism…there’s someone you don’t know judging you but you have to think of it as a push and pull and how criticism creates the culture and a necessary part of it.”

Taking this example further, he articulated that there are celebrities and reporters who are talking about whether they look good or not in this dress or outfit, but it’s also the fact that they’ve been provided the wardrobe for free and wore it because the designer wants people to see and critique it. ”If you’re participating in this you have to participate in the other part.”

“Criticism is very good in terms of television, and films and books and other culture because you constantly can’t have …a culture as I said earlier that’s an echo chamber and a lot of people now have built their own echo chambers where they don’t hear any criticism.”

The role of brands

When posed with the question as to whether or not brands have a role in cultural movements and conversation Madison III explained, “whether or not they’re doing an ad or tweeting, they have a voice. If a brand wants to advertise on Tucker Carlson for instance, that’s having a voice whether or not they know it.”

He added that if your brand wishes to be engaged with a community and is interested in supporting a cause at one point in the year, support it year round. Be proud about your brand’s beliefs and you’ll attract the right people.

“Instead of creating an activation around a tent pole because this is the moment we celebrate Pride for instance if that’s the community you want to target, support Pride year-round not just in June – that’s when you see what a brand truly represents,” Mahaney added.

In short, prove to your audience there’s authenticity behind your dedication to them and make them feel heard and seen outside of the confines of a given month, day, or week that may be devoted to them.

As a piece of parting advice for creators looking to kick off their own podcasts, he shared, “pretty much anyone can do a podcast.” The key requirements: the ability to record it, edit it, and have the tenacity to keep going until you develop a following.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Evolving Creativity & Storytelling at the Pace of Pop Culture: Insights from Ira Madison III appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/evolving-creativity-storytelling-at-the-pace-of-pop-culture-insights-from-ira-madison-iii/

Evolving Creativity & Storytelling at the Pace of Pop Culture: Insights from Ira Madison III

In our digital-first world powered by social media, change is fast and constant—and there is a continual pressure on marketers and their partners to keep up (or miss out on critical opportunities to grow and engage with target audiences).

Join SMW Insider to watch this #SMWLA session

Subscribe

During #SMWLA, Ira Madison III sat down with Grey West‘s Bevan Mahaney for a conversation around staying relevant by drafting off or creating for pop culture — and how to maintain your voice and message in the process.

The creative process & stay abreast of pop culture trends

On Keep It! Madison III and his two co-hosts cover a wide variety of topics spanning race, sexuality, and celebrity gossip and get the opportunity to interview and interact with funny and fascinating faces every week.

In discussing how he identifies people to host and what topics will be covered, he described “it’s basically what happened..we’re pretty topical…we find out what’s trending, what people are talking about and go through each story over the weekend and by Monday we decide what we’ll talk about the next day.”

More generally, as much as possible he tries to follow the practice of steering clear of topics he isn’t genuinely interested in. The one exception being ‘mega news,’ but even then if it’s big enough news there is a likelihood you’ll develop a curiosity to discuss what it is.

When asked for his secret in staying ahead of the latest pop culture trends, Madison III had a simple answer: “I’m glued to my phone…it’s hard to take media breaks, even when you’re on vacation…you want to be politically and culturally literate.”

Keeping a positive vibe

If you want to be a successful creative, Madison III recommends surrounding yourself with creative friends. He says that this is reflected in his conversations on Keep It!

“If you’re a creative person, specifically in LA and the industries we work in, it’s easy to get wrapped up in your work and the idea of trying to keep up with the Jones’ of the industry. It’s great when you have friends as creative as you and as interested in the same things you’re talking about.”

He went on to describe that a lot of the conversations that he engages in on a non-professional, everyday life basis serve as an inspiration and help formulate the opinions he’ll ultimately deliver on the podcast. When this happens, “it doesn’t feel like work – rather it’s preparation for the show,” he explained.

Beyond serving as fuel to continue delivering high-quality podcast episodes, Madison III also added this is important in avoiding your own “echo chamber.” In other words, pushing yourself to look outside of your own perspective before fully formulating your thoughts on a given story. As examples of who he particularly looks to, he mentioned Allison Davis, Wesley Morris, and Jenna Wortham.

“You read their works and you get them coming to you as opposed to seeking out the entire website,” he added.

None of this is to say there isn’t a level of healthy competition amongst Madison IIi and his friends, “if there wasn’t any at all, we probably wouldn’t be who we are,” he said. The differentiating factor is that they feed off one another and in turn, push and build each other up to be greater together as opposed to bringing one another down.

The role of bloggers/commentators/podcast hosts in pop culture

In the context of red carpets and fashion, Madison III expressed “there’s this idea that people bonk against criticism…there’s someone you don’t know judging you but you have to think of it as a push and pull and how criticism creates the culture and a necessary part of it.”

Taking this example further, he articulated that there are celebrities and reporters who are talking about whether they look good or not in this dress or outfit, but it’s also the fact that they’ve been provided the wardrobe for free and wore it because the designer wants people to see and critique it. ”If you’re participating in this you have to participate in the other part.”

“Criticism is very good in terms of television, and films and books and other culture because you constantly can’t have …a culture as I said earlier that’s an echo chamber and a lot of people now have built their own echo chambers where they don’t hear any criticism.”

The role of brands

When posed with the question as to whether or not brands have a role in cultural movements and conversation Madison III explained, “whether or not they’re doing an ad or tweeting, they have a voice. If a brand wants to advertise on Tucker Carlson for instance, that’s having a voice whether or not they know it.”

He added that if your brand wishes to be engaged with a community and is interested in supporting a cause at one point in the year, support it year round. Be proud about your brand’s beliefs and you’ll attract the right people.

“Instead of creating an activation around a tent pole because this is the moment we celebrate Pride for instance if that’s the community you want to target, support Pride year-round not just in June – that’s when you see what a brand truly represents,” Mahaney added.

In short, prove to your audience there’s authenticity behind your dedication to them and make them feel heard and seen outside of the confines of a given month, day, or week that may be devoted to them.

As a piece of parting advice for creators looking to kick off their own podcasts, he shared, “pretty much anyone can do a podcast.” The key requirements: the ability to record it, edit it, and have the tenacity to keep going until you develop a following.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Evolving Creativity & Storytelling at the Pace of Pop Culture: Insights from Ira Madison III appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/evolving-creativity-storytelling-at-the-pace-of-pop-culture-insights-from-ira-madison-iii/

Inside the Influencer-Marketer Partnership: Tips from Julius

Influencer marketing has become much sought after, but as the field grows, it is important to explore and understand the priorities within an influencer and marketer partnership.

Join SMW Insider to watch this #SMWLA session

Subscribe

During #SMWLA, Karin Swanson, Head of Strategic Partnerships at Julius, a company that specializes in influencer vetting, spoke with several influencers to break down what marketers should be asking themselves when working alongside them and in order to execute a better campaign.

What do influencers want from their marketing partners?

Swanson touched on this need with a slide that advised, “Be informed and know as much about the influencer as you would like them to know about your brand.”

There are often strict standards which require influencers to know the brand’s mission, aesthetic and team structure, to name a few things, prior to working with it. Yet the brand itself is does not meet those same standards when working with an influencer, according to Swanson.

It’s about authenticity and building trust.

To prove the point, Swanson shared statistics that showed that 66% of influencers polled said they are motivated by the opportunity to share a passion and expertise with a marketing partner. So it should not be simply the other way around.

What can solidify a partnership?

While influencers care about compensation for their work, experiences and creativity are sometimes valued over money.

Matthew Nadu, an actor, host and producer, relayed that when brands offer things (products, dinners, experiences) as part of the compensation, they stand out to him because he is gaining an access that is not typically available.

“It’s things that you wouldn’t normally get to do…You can authentically enjoy it,” Nadu said.

In addition, there can be value to the brand in providing these things to an influencer: Nadu talked about working with Australian brand Traveller’s Autobarn, whom was converting Ford vans into camper vans, and receiving access for two-weeks to drive around in one.

“We basically just took this thing, ran it 3,000 miles, all over the west coast, and we hit every national park that we love. That was awesome because they were like, ‘Here, we trust you guys. Just make whatever the content is that you want to make. Just make our van look cool.’”

For a company that was having trouble connecting to the American audience, that worked. And it also worked for the influencer, adding truth to Swanson’s stat. that 74%  of influencers polled were motivated by the ability to be more creative.

How can advertisers build better relationships with influencers?

It is important that influencers feel like they can still be themselves while working with a brand, Swanson has found.

Tyler Grove, who has the podcast and website We Traveled Where, advised brands to build organic relationships, as she experienced with COOLA Suncare, which she described as her favorite partnership to this day.

Because she feels there is an honesty in their relationship, she also feels free to test and tell them her true opinion about their new products.

In addition, she reminded brands to capitalize on people that are excited and loyal to the brand from the start.

“Don’t forget about those nano-influencers, or people that you might be seeing on social media, posting about your brand, that might have two or 3,000 followers because in three to five years from now, they might be the people with 100,000 followers,” she said.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

 

The post Inside the Influencer-Marketer Partnership: Tips from Julius appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/inside-the-influencer-marketer-partnership-tips-from-julius/

Inside the Influencer-Marketer Partnership: Tips from Julius

Influencer marketing has become much sought after, but as the field grows, it is important to explore and understand the priorities within an influencer and marketer partnership.

Join SMW Insider to watch this #SMWLA session

Subscribe

During #SMWLA, Karin Swanson, Head of Strategic Partnerships at Julius, a company that specializes in influencer vetting, spoke with several influencers to break down what marketers should be asking themselves when working alongside them and in order to execute a better campaign.

What do influencers want from their marketing partners?

Swanson touched on this need with a slide that advised, “Be informed and know as much about the influencer as you would like them to know about your brand.”

There are often strict standards which require influencers to know the brand’s mission, aesthetic and team structure, to name a few things, prior to working with it. Yet the brand itself is does not meet those same standards when working with an influencer, according to Swanson.

It’s about authenticity and building trust.

To prove the point, Swanson shared statistics that showed that 66% of influencers polled said they are motivated by the opportunity to share a passion and expertise with a marketing partner. So it should not be simply the other way around.

What can solidify a partnership?

While influencers care about compensation for their work, experiences and creativity are sometimes valued over money.

Matthew Nadu, an actor, host and producer, relayed that when brands offer things (products, dinners, experiences) as part of the compensation, they stand out to him because he is gaining an access that is not typically available.

“It’s things that you wouldn’t normally get to do…You can authentically enjoy it,” Nadu said.

In addition, there can be value to the brand in providing these things to an influencer: Nadu talked about working with Australian brand Traveller’s Autobarn, whom was converting Ford vans into camper vans, and receiving access for two-weeks to drive around in one.

“We basically just took this thing, ran it 3,000 miles, all over the west coast, and we hit every national park that we love. That was awesome because they were like, ‘Here, we trust you guys. Just make whatever the content is that you want to make. Just make our van look cool.’”

For a company that was having trouble connecting to the American audience, that worked. And it also worked for the influencer, adding truth to Swanson’s stat. that 74%  of influencers polled were motivated by the ability to be more creative.

How can advertisers build better relationships with influencers?

It is important that influencers feel like they can still be themselves while working with a brand, Swanson has found.

Tyler Grove, who has the podcast and website We Traveled Where, advised brands to build organic relationships, as she experienced with COOLA Suncare, which she described as her favorite partnership to this day.

Because she feels there is an honesty in their relationship, she also feels free to test and tell them her true opinion about their new products.

In addition, she reminded brands to capitalize on people that are excited and loyal to the brand from the start.

“Don’t forget about those nano-influencers, or people that you might be seeing on social media, posting about your brand, that might have two or 3,000 followers because in three to five years from now, they might be the people with 100,000 followers,” she said.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

 

The post Inside the Influencer-Marketer Partnership: Tips from Julius appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/inside-the-influencer-marketer-partnership-tips-from-julius/

Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform

Only 22 percent of shoppers are satisfied with the level of personalization they currently receive from businesses despite 80 percent of brands feeling they meet customer expectations “extremely well.”

This discrepancy has resulted in a whopping 75 billion revenue loss for companies every year — but there is an upside: with this void, there is a huge opportunity for traditional companies to start connecting with their consumers on a more personal level to build relationships and strengthen brand loyalty.

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During a #SMWLA panel hosted by Leah Logan, Vice President Media Products Strategy and Marketing, Collective Bias, an Inmar platform, representatives from Facebook, HP, and Coty sat down to explore how brands are using data to personalize their communications and why personalization is so important in competing in today’s D2C space.

Personalization = product + loyalty + customer service

Targeting outreach is important when it comes to starting a conversation, but a lot of the focus for businesses is on is supporting the entire purchase journey.

Stated differently, we must think of modern brands in the context of a service, not necessarily the product or commodity it’s delivering. Attributes and level of quality are givens; it’s how you’re going to serve the customer and communicate how you’ll meet their needs that is key to success. Put into a simplified equation: personalization = product + loyalty + customer service.

This notion was echoed across the panelists’ definitions of what personalization means to them in the context of their companies and specific roles.

  • “Personalization is finding out about your customer, their problems, and solving them,” said Austin Ratner, Affiliate + Partnerships Marketing Manager, HP
  • “Personalization is the right product at the right time with the right message built into the right channel…Consumers are expecting brands to add value beyond their product offering,” said Jess Chu, Brand Manager, Fragrance, Coty
  • “Personalization to me is making sure I’m getting stuff that matters to me 100 percent of the time,” said Asher Rapkin, Director, Global Business Marketing, Messenger and Emerging Platforms, Facebook

Adding value through data

Brands are using data primarily to shorten the distance between the consumer and their particular objective, and in turn, introduce a unique value-add to the overall experience.

Chu introduced the example of Johnson & Johnson’s Zyrtec team, which tracks a variety of data points in the backend even before the need — in this case allergies — is identified. They then deliver their messaging based on a person’s geographic location and what the pollen count is for that area.

Utilizing data should be less about segmenting audiences and more about “how do we let a consumer raise their hand and say, ‘I’ll tell you what I’m looking for, and if you can utilize the knowledge you have to deliver the thing that will be most useful, then you have met my expectations,’” said Rapkin.

Leveraging new tools & emerging tech

Meeting consumer objectives directly and accurately was a unanimous theme raised by the panelists when discussing the use of new and emerging technologies.

Instead of using technical jargon, HP describes their computers in a user-first perspective so that their customers can easily choose a laptop that works for them.

Similarly, Facebook’s approach tries to distill down what exactly it is the individual is ultimately trying to achieve by employing an objective-driven approach to utilizing new technologies.

“Whether this is done through a mobile app, a website, an ad unit, or in a virtual world, whichever is the most effective emerging technology is the best technology to meet the goal, regardless of novelty,” Rapkin stated.

The convergence of content & commerce

Influencer partnerships can help brands get consumer feedback on their products. Give your influencers campaign goals and seek feedback frequently. Make it a conversation.

In this way, you can compress distance and more successfully take feedback to heart and incorporate it in a way that will be viewed favorably amongst your target audiences.

“We think of influencers as brand advocates in the sense that we want them to be able to talk about how our products fit into their life authentically. We never want them to push a product just because,” Chu explained.

In the fragrance world, this is beneficial to consumers especially because choices are keenly reflective of a person’s lifestyle. Is this for me? Is it recommended by someone I trust and who knows me? These are all questions that closing the loop between a person’s point of discovery and point of conversion can address.

By being connected through social commerce in this way, “we can shorten the path to purchase and get it to consumers in their hands in a very frictionless way,” she added.

Advice to traditional brands in competing with D2C competitors

  • Focus explicitly on the opportunity or the problem; not the experience first
  • Diversify your choices and solutions
  • Don’t be deterred by the need to “catch up”

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The post Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/building-relationships-and-strengthening-brand-loyalty-through-personalization-tips-from-collective-bias-an-inmar-platform/