Market insights from top researchers the latest intelligence on customer attitudes behavior - whitney dailey

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Simon Mainwaring We First Branding @simonmainwaring
Raphael Bemporad BBMG @rbemporad
Whitney Dailey Cone Communications @WhitneyDailey
Andy Last Salt @SaltyLast
Maria Redin GOODcorps @luckystar
Rosie Warin Global Tolerance @RosieWarin
Nick Liddel Dragon Rouge @baronsauvage
Mark Rossolo UL Environment @ulenvironment
#SB15sd
Market Insights from Top
Researchers: The Latest Intelligence
on Customer Attitudes Behavior

POWERING
CONTENT
MARKETING
WITH PURPOSE
AND MEME-READY
CONSTRUCTS

THE PANEL
3
Pam Naumes
Head of Digital
Engagement
Bolthouse Farms
Sujean Lee
SVP, Corporate
Affairs
Chobani
Gerard LaFond
VP, Digital
Engagement
Cone
Communications
@sujeansong @pamelaanastasia @glafond

WHY WE’RE HERE
5
CONTENT LIFESTYLE:
Millennials spend 18 hours in front of a screen per day

CONTENT MARKETING
8
Definition: “Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and retain a clearly-defined audience
– and, ultimately, to drive profitable customer action.”1
Shareable, compelling, entertaining, humorous, outrageous, provocative, contextual,
timely, emotional, personal, channel appropriate – dare we say VIRAL?
1 From: http://contentmarketinginstitute.com/what-is-content-marketing/

THE (EVEN BETTER) SOLUTION FOR
COMPLEXITY
12From: Pentagram Design, People’s Climate March

14
PURPOSEFUL
CONTENT
SUJEAN LEE
SVP Corporate Affairs
14

24
WHAT WE DIDN’T PLAN FOR...
One of our best performing Facebook and Tweets EVER
72 RT, 47 favorites
The Huffington Post article marked the
first time one Chobani social post made
National news.
24

25
The greatness of
a nation and its
moral progress
can be judged by
the way its
animals are
treated.
– Mahatma Gandhi
HAVING A HEART
25

26
Here’s to a delicious, natural world.

34
EDUCATING ELEMENTARY STUDENTS
Live from South Edmeston, NY

35
EDUCATING MIDDLE SCHOOL STUDENTS
Live from Twin Falls, ID

36
EDUCATING HIGH SCHOOL STUDENTS
Live From New York City

BOLTHOUSE FARMS & THE FOOD
PORN INDEX
@bolthousefarms

THANK YOU.
CONTINUE THE
CONVERSATION: #SB15SD
@sujeansong @pamelaanastasia @glafond

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Our Kids Media Inc is a family owned publisher since 1997 with print magazines and online resources about camps and education alternatives. They held a Camp Expo event to drive families to summer camp programs. They analyzed their social media outreach strategy and found that while some partnerships were valuable, other tactics like ambassador blogging did not have the desired impact. They learned that their target audience engages most on Facebook and blogs. While over 1,000 families registered for the expo, only 332 attended, showing the need to better convert online traffic. The document emphasizes measuring analytics to understand campaigns, engaging audiences through two-way communication, and continually modifying strategies based on results.

Brandlogist Credentials

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This document introduces a brand consultancy that focuses on digital and creative marketing strategies. They aim to provide communication that flows seamlessly across consumers' lives by integrating digital and traditional media. They do not follow rigid processes and aim to creatively solve problems for clients. Their goal is to have happy clients, employees, and themselves. The consultancy believes that marketing needs to change for the new digital age where consumers are exposed to many messages across different platforms. They focus on using insights to create memorable campaigns that integrate across consumers' lives rather than focusing on individual media. Their strategies aim to make brands worth talking about through useful, fun, or interesting content.

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Jill Rowley, a social selling expert, discusses the importance of social selling and advocacy. She explains that social selling involves using social networks to do research, build relationships, and drive revenue. Rowley also discusses how the modern buyer is digitally-driven, socially-connected, and mobile-empowered. She notes that while buyers still have risk and fear about new purchases, social proof from peers can be a great way to mitigate that risk. Overall, Rowley advocates that social selling through customer advocates is an important way for sales reps to engage modern buyers.

Social media campaign_anaafm_mackin_final44ppt

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The document summarizes a social media marketing campaign for various B2B and B2C brands at the Association of National Advertisers (ANA) conference. The campaign involved listening to discussions at the in-person conference, curating the discussions on social media platforms like Twitter and LinkedIn in real-time, and using the content to develop ongoing storylines and themes. Photos and posts were used to tell the stories and discussions that would interest the target audiences. One discussion highlighted was around transparency and fraud in digital advertising, with a speaker calling for advertisers to take aggressive action against bot fraud representing $6.4 billion in the US.

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The document provides guidance on building successful brand communications through an integrated marketing approach. It emphasizes the importance of having a cohesive content strategy, data-driven customer-focused campaigns, and aligning branding, marketing, sales, and customer service. Key elements for brand success include being customer-obsessed, distinctly inspired, pervasively innovative, and consistently pragmatic. The document also stresses testing approaches, measuring performance, and adapting based on data and customer needs.

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