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Mobilizing and Leveraging Consumer Insights

Mobilizing and Leveraging Consumer Insights: Best Practices for the Digital and Social Media Age

MODERATOR:
Jeff Flemings, Senior VP, Renaissance Planning, VivaKi

PANELISTS:
Kay Madati, VP, Audience Experience, CNN Worldwide
Michael Lazerow, Chairman and CEO, Buddy Media, Inc.
Jeff Hunter, Innovation Toolkit Director, Cereal Partners Worldwide, General Mills, Inc.
Marc Ruxin, Chief Innovation Officer, Digital, McCann Worldgroup San Francisco
Chris Pan, Head of Brand Solutions, Facebook

Discussion highlights included:

• CurrentTV’s election coverage that ran a  Twitter feed and a Digg feed below video window.
• Dont’ try and create something new. pick something you know people will already engage with and center your social media campaign around that.
• Obviously you have to give people a reason and a chance to engage.
• Don’t merely set up a SM listening system. Create concrete goals for engaging and make a plan for converting participation (offline or online) into a way to generate revenue.
• Brand relationship networks (groups of brand enthusiasts) can help you understand why/where to engage and develop new ideas and campaigns.
• Consumers now have more of a face than ever. Therefore, even though so much of social media is driven by technology, there needs to be a layer on top of that that is driven by emotion.
• The challenge isn’t finding people but rather learning about them and knowing which content to direct them to.
• How do you build relationships with consumers? How do you create one-on-one engagement with an ongoing dialogue? If there is a local event, how do you communicate it to the correct people? The quest to answer all of these questions is driving the evolution of a new type of CRM. Can you create or nurture fans that will help you promote your own brands?
• Any advertiser who is getting involved with any social media space needs to understand the expectations of that space before getting involved.

Take-aways

• Social Media Marketing: An Hour a Day is a must-read for any social media marketer. It’s available for sale at Amazon:
  It was written by Dave Evans of ClickZ, and it came highly recommended from several members of the panel.:

Tags: ad:tech New York 2008