Conference Buddies

SESSION LEADER:
Conor Brady, Chief Creative Officer, Organic

SESSION PARTICIPANTS:
Niels Aillaud, Senior Manager Digital Marketing, LG Electronics
Scott Briskman, VP, Executive Creative Director, Agency.com San Francisco
Jared Cluff, VP, User Acquisition, Ask.com
John Rabasa, Executive VP, Managing Director, Publicis Modem West

1. Markets are conversations, but make sure you are invited
2. Social Media is about 2 things: context & people
3. Participation is good, but creative participation is better
4. A good campaign is organic, and will want to keep going
5. If your brand is friended, be a friend back: commitment to be active in the community

Start with one channel for testing, the top performers will be expanded & built-on to the next medium/channel. Examples include:

LG Phone:

• From Micro-Site to Facebook
• Viral Marketing on YouTube to Landing Page to Micro-Site

Ask.com:

• Display Ads (Simple Flash) to Rich Media (Video Banner: 15 sec.) to TV
• TV advertising included:
  1. Contextual Crawls: Bottom Third of TV (performed 4 times better than commercial spots)
  2. Commercials: 15 sec. spots
  • Ask.com: evoke curiosity
  • LG Phone: top fashion theme

Creative & Strategic Capital: new way of integrated marketing

Relevance between message to audience

SESSION LEADER:
Michael Perman, Senior Director, Levi Strauss & Co.

Storytelling inspires change

“Better Thoughts Through Thinking”

Stories has us “go the distance” with customers

1. Publicize customer stories around the brand
2. Build loyalty for brand through connection & added value
3. Creativity in Delivery (ie. animation, short story, long story, advertising, etc.)
4. Companies that used this approach: Levi’s, FedEx, Omaha, Harley Davidson
5. Stories magnify the facts
6. Face Value = Human Value

Brand are the ones that survive the recession

Understanding how people think & communicate

Success of Story:

1. Have/Evoke Meaning & Emotion through Sensory Stimulation: Evoke Empathy
2. Get a character, describe that character
3. Need to have a souvenir: leave an impression through recognition of experience you can relate to
4. No intro, just start with a story
5. Mapping: bringing people through spaces & time by providing background (image, music to generate a mood) to guide the thinking
6. Storytelling as a brand experience
7. Comments, Reviews, etc. – Tools & ability to tell a story: give people the ability to share their voice = more valuable

MODERATOR:
Randall Rothenberg, President and CEO, IAB

PANELISTS:
Neil Ashe, President, CBS Interactive
Jeff Berman, President of Sales and Marketing, MySpace
Rishad Tobaccowala, CEO, Denuo
Carol Kruse, VP, Global Interactive Marketing, The Coca-Cola Company

Coca-Cola (Brand Company):

Involved in social media, mobile, consumer control media

Fox:

Involved in consumer insights, mobile (5 fold increase), MySpace

What consumers are doing

Word of Mouth, Social Media

• Most speak about and heavy users are the most vocal & usually negative
• Last users are most important

Engagement

Behavior shows that people want utility not engagement

Advocates (FANS) vs. Detractors in Social Media

Social Media:

• Keep/Maintain the communication between campaigns
• Communication Marketing/Planning
• Improve Product, Customer Service, Provide Utility (new & useful to community) > Friendship Trust > Ongoing Conversion

Social Media = young & hysterical

• Not collected/sophisticated/well-dressed
• Less campaigns & more ecosystems

Search: direct market (metrics)

Creativity:

• Content, create interest = brand (know who you are)
• New ideas & combinations/integration
• Media is the new creative
• The key is to enhance user experience

The importance of integration between art and science/technology.

Using technology to enable the capturing & allowing what people want to do.

Content is King while Context is Queen: need to go together in order for it to work

MODERATOR:
Seth Goldstein, Co-Founder and CEO, SocialMedia

PANELISTS:
Mike Hoefflinger, Director of Brand Product Marketing, Facebook
Andy Mitchell, VP, Interactive Marketing, CNN Worldwide
Randi Zuckerberg, Director of Market Development, Facebook

Social Media Engagement:

• Be genuine for the medium
• Challenge yourself
• There will be mistakes but learn
• Set ambitious goals
• Creative with audience mindset
• Creative test plan
• Have plan B

Engagement Ads:

• What is in it for them? Providing something, not necessarily free promos, incentives, exclusive content (ie. taking fans behind the scenes)
• Asking questions for engagement
• Think 360: cross promote in different channels (ie. Facebook to website/TV, TV to Facebook)