http://www.sequoiacap.com/us/mark-kvamme
Thanks to forces like the proliferation of social media and the rapid maturation of mobile broadband, traditional marketing tools for achieving branding goals are dulling and rusting. Social media, for example, in addition to driving brand awareness and sales, also serves the objectives of market research, product consideration and trial, customer service, and reputation management. Even email and the mobile Web are places to interact with the consumer and humanize the brand. Every piece of content, communication or collaboration is a time-stamped heat map of who the consumer is, what they’re thinking, how they’re behaving and which decisions they’re making. The transformation from mass media to media of, by and for the masses is well underway; Sequoia Capital’s Mark Kvamme will explain how brands should adapt.
6. 1953 2010 POS POS Direct Direct Advertising Advertising Cost of Impact PR WOM PR PR WOM Speed of Impact =Size of Impact
7. social media marketing:achieve branding and marketing communication goals through the participation in various social media—facebook, twitter, linkedin, digg, youtube, stumbleupon, mobile, and emerging new applications.
Program OverviewFunnyOrDie worked with Paramount Pictures and Gary Sanchez Production to build online buzz through our social media channels for the premiere of “The Goods: Live Hard. Sell Hard.”We drove a tremendous amount of awareness through: TwitterDiggFacebookUstream
100’s of Re-tweet’s made The Goods a “Trending Topic”Digg.com scene promotion drove 500k movie trailer viewsFOD Homepage resulting in 466,637 views
So – the goal of this campaign was the same of all movie campaigns – create awareness and excitement for the film, get folks to watch the trailer, and most importantly – put buts in seats – get folks to buy a ticket and see the film.Instead of putting all our eggs in one basket with an app or other stunty creative ad with limited scale – ignited used our entire suite of entertainment ads to reach users across all devices and all carriers. As I mentioned we worked closely with visionaire to create custom creative for ever ad unit including a really cool custom video for the interstitial placements.In terms of results – this campaign drove huge increases in all brand metrics – Insight Express told us that this was one of the most successful campaigns they’d seen
We started with basic banners across all devices and carriers. These ads looked great – clean and clean – not trying to pack too much into the creative.
