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June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp). Facebook APIs: There's More Under the Hood than Anyone Knows What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.

Facebook APIs: There's More Under the Hood than Anyone Knows

22squared

Mindshare NA's Guide to SXSW 2016

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Mindshare NA's Guide to SXSWi 2015

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The Friendship Model™

22squared

Future of Mobile Mindshare

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Next Generation Media Quarterly July 2012

dentsu

A few weeks ago, I had the privilege of attending SXSW Interactive. In a nutshell, SXSWi is where all the geeks converge and talk about everything and anything digital. Surprisingly, me, my iPhone and my Mac laptop fit in well there. Who would've thought? Anyway, this was my first year to go, so there was definitely a learning curve. There were so many speakers and topics to cover, it was quite overwhelming. But all in all, I had a blast and even learned a thing or two. So here it goes, the thing or two I learned. Most of the stuff you might already have heard before, but it serves as a good reminder of how we should approach marketing, especially in the digital space. I've also conveniently left out all the things I learned from 5pm on (man, can geeks party). - Kevin Botfeld, Associate Creative Director and Writer, 22squared

SXSK(evin)

22squared

Starcom MediaVest Group, Supermarket UK: A Very Social Christmas

Starcom MediaVest Group London

Trend-watching is a perennial buzzword for brands and retailers, but rarely is its full power harnessed successfully. This presentation for the 14th Annual Shopper Insights in Action conference outlines the "trend commandments" to follow for success in identifying and taking advantage of industry trends. - Jen Grant, SVP, Director of Brand Planning, 22squared (@jengrsnap1, @22squared, @Shopper360, #Shopper360) - David Yeend, VP, Planning Director, 22squared (@davidyeend)

The Trend Commandments

22squared

Future of TV Mindshare

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22squared POV: Google+

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The Death of the Primary Shopper

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Here is Red Door’s Media Made Simple MindSHARE. This information comes from the minds of two of our Red Door Media experts. It is the product of intense research, field experience and considerable expertise. We are happy to share this with you—Red Door MindSHARE is a resource through which you can leverage our knowledge to learn about the latest trends in the digital realm. By reading this, you will: 1. Learn how to put different media to work for your brand 2. Learn about growing media tactics such as: video, native ads, and programmic buying 3. Discover innovative techniques and ideas that you can use View all of our MindSHAREs here: http://www.reddoor.biz/blogs/categories/mindshare

MindSHARE: Media Made Simple

Red Door Interactive

Conversant: How the Media Buying Process Really Works

Conversant, Inc.

Policies & procedures: Developing Library Collection Policies

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Why People Talk

22squared

Future of TV_Mindshare

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Supermarket UK is an industry-wide series of studies into the changing values and behaviours of shoppers to the big six supermarkets – Tesco, Asda, Waitrose, Sainsbury’s, Morrisons and Co-Op. It will investigate the effect of societal changes - including the economy, new technologies and social media - on supermarket consumer behaviour, and examine trends for the future. This is the first in a series of research studies, which will culminate with an indepth report in 2012.

Supermarkets UK: the changing values of UK consumers

Starcom MediaVest Group London

Mind Share

Preity Ochani

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Starcom MediaVest Group, Supermarket UK: A Very Social Christmas

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Today, as attention spans decrease and clutter increases, good content is the only way for brands to connect with the right people at the right time. But content marketing is not easy. And it's not luck. In this session at the CTAM Think conference, 22squared's Chris Tuff will explore how content has evolved and share strategies for creating compelling content that engages consumers, compliments traditional channels, and delivers greater value for brands. - Chris Tuff, SVP, Director of Emerging Media and Partnerships, 22squared (@christuff, @22squared, #CTAMThink)

Shut up and talk about me

22squared

Hello friends, Yes, it’s that time of year again: a time for fruitcake, impassable traffic outside shopping malls, and the frantic search for the perfect gift. It’s also the time of year for that ubiquitous agency output — the trend piece. I’ve generally found that these ponderous tomes have a shelf life roughly equivalent to the fruitcake mentioned above. After that, they become great paperweights or door-stoppers. Which is a shame, because a lot of time, sweat equity, and research go into developing them. We often remark that 22squared is a different kind of agency — nimble, independent, collaborative — so it’s only fitting that we think about trends a little differently. We’re driven by a radical idea: that we should hold ourselves accountable for our lofty trend predictions. Rather than creating a massive trend review and sending it out into the ether, never to be discussed again (until next’s years assignment rolls around), we wanted to revisit predictions we made at the outset of the year and see how close we came to gauging the future. This is not to pat ourselves on the back if we were dead-on, or shame ourselves if we were dead-wrong, but rather to make sure we’re always building upon our learnings. At the end of the day, we believe trends are organic things: not a static fact at a certain moment in time, but living, evolving, shifting patterns that shape and guide the world we live in. It’s by charting the course of these predictions over time that we can begin to see (and harness) the impact they make on our clients’ businesses, and thus know what to look for in the coming year. This piece has been a true collaboration, both within the Brand Planning department and across disciplines here at 22squared. We hope you’ll enjoy reading it as much as we enjoyed pulling it together. We also sincerely hope that, as the new year rolls around, you won’t be using this as a door-stopper, but rather referencing it throughout the year to see how we stack up for next year’s trends time capsule. Happy holidays, and happy reading - Jen Grant, SVP, Director of Brand Planning, 22squared

The 2013 Trends Sh*t List

22squared

What’s the future of broadcast storytelling? How about online pre-roll? Is a hashtag effective? Why are the wrong metrics being prioritized? Is there a formula to viral success? Should we stop using the word viral all together? 22squared's EVP, Chief Creative Director John Stapleton and SVP, Director of Earned and Emerging Media Chris Tuff will address these topics and provide 10 techniques to improve your content and help you craft a less invasive path to your target consumers. - John Stapleton, EVP, Chief Creative Director, 22squared (@jstapleton) - Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared (@christuff) @22squared @AMAAtlanta (http://www.ama-atlanta.com) @AtlantaIMA (https://twitter.com/AtlantaIMA) #welcomeintruder

Welcome, intruder: The art and science of connecting to consumers

22squared

All retail brands struggle with how to leverage the complex and ever-changing social platforms for local retailers. Using client Southeast Toyota Distributors as a case study, 22squared's Chris Tuff, Southeast Toyota's Julie Tullis and BLiNQ Media's Dave Williams will discuss how brands and marketers can best stay ahead of the evolving social platforms, as well as why they chose Facebook as the foundation for creating true word-of-mouth on behalf of dealers. They will address creative, attribution, ROI, local at scale, how to use paid to scale WOM and share 10 sure-fire techniques for brands to win locally on Facebook. - Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared (@christuff, @22squared) - Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors (@julietullis, @SoutheastToyota) - Dave Williams, Founder & CEO, BLiNQ Media (@Dave360, @BLiNQMedia)

How Southeast Toyota Dealers Mastered Local at Scale on Facebook

22squared

A search for "Facebook Fatigue” on Google yields 48 million results, and Google Trends shows that the search term has never seen more volume than it did last month. In a February 5 survey of U.S. adults ages 18 and over by the Pew Research Center, 34% of current Facebook users said that the amount of time they spend on Facebook has decreased over the past year, with the number jumping to 42% for those adults ages 18 to 29. However, with comScroe recently reporting that Facebook is the #1 website in terms of total digital time spent (at 10.8%), with 83% market share of time spent on social networks, are people saying one thing but doing another? How much of a threat are other social networks like Twitter, Tumblr and Pinterest? What about the new sensation, Pheed, which recently rocketed to the #1 position in terms of most downloaded social networking app on Apples’ iTunes charts, are marketers concerned? What have they been experiencing in terms of engagement on Facebook? While Facebook Fatigue has long been a concern (“Why Do We Have Facebook Fatigue” was a popular post by uber blogger Om Malik in July 2007), the question feels more relevant today then ever. Our speakers each look at Facebook from a different perspective, and they are each awash in data about user opinions and marketer experiences across geographies, demographics, and devices. By looking at trends over time, our speakers will bring additional context to the rapidly evolving Facebook universe, discuss what it means for the future of Facebook and digital marketing, and answer your questions. Participants: - Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared (@christuff, @22squared) - Lee Rainie, Director, Pew Internet & American Life Project and co-author of "Networked" (@lrainie, @pewresearch) - Rob Leathern, Founder and CEO, Optimal, Inc. (@robleathern, @OptimalSocial) - Mike Vorhaus, President, Magid Advisors (@mikevorhaus) - Lou Kerner, Founder and Analyst, The Social Internet Fund (moderator; @loukerner)

Facebook fatigue: Fact or fiction?

22squared

Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for many individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota's Julie Tullis will discuss how brands and marketers can best stay ahead of the ever-changing Facebook marketing environment to deliver true ROI. He will also share 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level. - Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared - Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors (From Chris and Julie's AllFacebook Marketing Conference EAST 2012 presentation: http://www.mediabistro.com/allfacebookmarketingconferencenyc/program_day2.asp#d2at945)

Dominating Scale with Facebook Technology to Drive True ROI

22squared

While we've been using the term "personal computing" for well over 40 years, the device in your pocket is really the first computer-worthy of the moniker. Consider that the typical smartphone possesses the senses of vision, audition, mechanoreception, equilibrioception, and thermoception; and they’re all backed by information regarding the user's location, friends, schedule, correspondence, etc. Now, top it off with a full-time connection to the Internet. If we define context as the sum total of everything that the user is experiencing at the moment of engagement, then the mobile device has the unique ability to gather contextual information and provide relevant content in ways never before imagined. (From David's Digital Atlanta 2012 presentation: http://digitalatlanta2012.sched.org/speaker/davidreeves1#.UJrw7GCD2oI)

Relevancy and Context: The Key to Great Mobile Experiences

22squared

Jackson Hewitt was caught in a crowded environment, amidst a sea of big-spender competitors like H&R Block, Turbo Tax, and seasonal, local pop-up tax preparers. Jackson Hewitt developed an integrated campaign to drive brand awareness, fuel consumer conversation, and influence a once-a-year purchase decision by leveraging paid, owned and earned communication channels with 1/10th the budget of their national competition. In this WOMM-U session, you will learn how they achieved this initial success using a delicate balance of paid, owned and earned strategies that truly scaled the WOM created from traditional campaign elements. They'll also share insights for how brands should be approaching contest and sweepstakes, including where to prioritize money spent. Chris Tuff, SVP/Director of Earned and Emerging Media, 22squared David Koroghlian, Director of Interactive & Social Media, Jackson Hewitt

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