2012 May Agency : Keynote Panel: "Social, Local, Mobile: Pursuing the Elusive Consumer at the Borders of Media, Commerce and User Experience"
KEYNOTE PANEL:Social, Local and Mobile: Pursuing the Consumer at the Borders of Media, Commerce and User Experience Moderated by Doug Weaver Founder & CEO
4 Marketers, 4 Iconic Brands, 4 Points of View JENNIFER BARBARA LISA WAINWRIGHT WILLIAMS CATHLEEN BARI RYAN ONE GIANT HAIRBALL OF A TOPIC
6 Hypotheses: • Statements about Elements of SoLoMo for the panelists – and you all – to react to, explore, disagree with, debate or enhance• We’ll pause for comments, but we’ll keep it brisk• Soundbites, not speeches. No selling from the floor
The narrow, rigid focus on attribution and immediate directresponse metrics threatens to stifle innovation and creative thinking in Social, Local AND Mobile. It’s timeto get off the ‘testing treadmill’ and act boldly and decisively.
Today’s social conversation begins – and sometimes ends –with Facebook. But it won’t stay like that for very long. There is room for many more players to innovate and create socialvalue. Facebook is just the base.
The current approach to mobile strategy is little more than a hangover from display. Most marketers and agencies arestruggling to even define a vision for mobile. We’re barely even asking the right questions yet.
Defining “Local” solely aroundadvertising metrics – and budgets – is dumb. Local encompasses everything from promotion, to co-op, to shopper marketing to CRM. We need new language and approaches if we’re to even begin cracking the code on Local.
Most agencies (and sellers) focus too much on helping us spendexisting budgets in SoLoMo, and not enough on helping us grow those budgets. If you’re challenged bybudget constraints, you’re probablynot deep enough in the organizationor strategic enough in your thinking.
Most agencies and sellers who call on us misunderstand a couple of very fundamental things about clients. For Instance….
HUGE THANKS TO OUR GUESTS JENNIFER BARBARALISA WAINWRIGHT WILLIAMS CATHLEENBARI RYAN DOUG WEAVER