How do you define your audience? And then how do you marry that audience with content that truly speaks to them, building a compelling relationship that drives devotion? We’ll explore how giving an audience the stories it craves can spell a lasting, fruitful relationship between brand and consumer—and how using data-based audience analysis to learn what will truly resonate can drive programming, marketing, and more.
Risks and Rewards of Celeb & Influencer Social VoicesSpredfast
You give your platform over to a celebrity or an influencer. Then what? The truth is celeb and influencer control over social has benefits and challenges alike. Learn how social and marketing teams are leveraging celebrity, influencer, and sports talent voice—and weathering its inevitable challenges.
How Live Media is Revolutionizing our Current Events Spredfast
At this point, big events—think the presidential election, Olympics, or Super Bowl—are defined and shaped in large part by the social media that surrounds them. We’ll discuss how real-time content curation at live events and live-streaming platforms including Periscope, Facebook Live, and Snapchat are poised to change the events we all tune into even more.
Next-generation storytelling has arrived—and what we call content tomorrow might look vastly different than what your team has gotten a handle on creating today. We’ll dive into how brands are adapting to new forms of content consumption, whether that’s emojis, live-streams, memes, Virtual Reality, or drones.
Search and Social Marketing: Better TogetherGeoffrey Colon
If you are a true digital marketer, you will realize how beneficial it is to use both search and social media marketing in an integrated fashion since social drives demand, search captures intent. Learn more about the ways to use both in your holistic marketing campaigns. Presented by Geoffrey Colon of Bing Ads.
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand’s Reddit strategy.
Risks and Rewards of Celeb & Influencer Social VoicesSpredfast
You give your platform over to a celebrity or an influencer. Then what? The truth is celeb and influencer control over social has benefits and challenges alike. Learn how social and marketing teams are leveraging celebrity, influencer, and sports talent voice—and weathering its inevitable challenges.
How Live Media is Revolutionizing our Current Events Spredfast
At this point, big events—think the presidential election, Olympics, or Super Bowl—are defined and shaped in large part by the social media that surrounds them. We’ll discuss how real-time content curation at live events and live-streaming platforms including Periscope, Facebook Live, and Snapchat are poised to change the events we all tune into even more.
Next-generation storytelling has arrived—and what we call content tomorrow might look vastly different than what your team has gotten a handle on creating today. We’ll dive into how brands are adapting to new forms of content consumption, whether that’s emojis, live-streams, memes, Virtual Reality, or drones.
Search and Social Marketing: Better TogetherGeoffrey Colon
If you are a true digital marketer, you will realize how beneficial it is to use both search and social media marketing in an integrated fashion since social drives demand, search captures intent. Learn more about the ways to use both in your holistic marketing campaigns. Presented by Geoffrey Colon of Bing Ads.
With over 150 million visitors viewing over 6 billion pages a month, Reddit is simply one of the best opportunities to connect directly with your brand’s target audience. As a Redditor for over 8 years who has run thousands of successful campaigns, Brent will break down recent examples of big brand successes on this hyper-engaged social platform, and run through ideas for your own brand’s Reddit strategy.
The 5-Minute SEO Playbook (Mom 2.0 Summit 2016)Timothy Resnik
SEO is not Magic, and you can do it! Many content creators struggle with SEO and end up paying someone to do something they could do themselves. This session will be half pep talk and half practical guide to doing some more advanced SEO tactics on your own.
Spring Creek Group Social Media Non-Profit Summit 2-24-2011Mediabrands Social
Spring Creek Group hosted a summit for non-profits to learn about social media. Here's the deck that we presented. There were small group breakout sessions and a wonderful panel to round out the day.
Presentation in Vancouver on Social Media and why it is important for Non-Profits entitled "Why Social Media is Important and How Non-Profits Can Embrace It"
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)Vision Critical
Social media analytics can help you understand the active members of your social media audience, but what about the people who aren't posting? How do you fill in the gaps in your analytics with insight into your customers' purchases, your fans' offline interests, or your users' reasons for liking what they like?
Find a new way of tackling these questions in a session that shares a new approach to social media insight, and see how some of the web's leading thinkers are answering their research questions by combining social media analytics with survey data. Find out how this brings new insight to a 90,000-person study of the collaborative economy; how it enhances what we know about online fundraising; and what it tells Discovery about how social media users watch TV. Whether you're looking for fresh insight on what makes social media users tick, or trying to expand your own monitoring and analytics program, this session will give you a first look at the latest data and research methods.
This panel was presented at SXSW Interactive on March 7, 2014. The panel included:
- Alexandra Samuel, Vision Critical • @awsamuel
- Jeremiah Owyang, Crowd Companies • @jowyang
- Colby Flint, Discovery Communications • @discoverycomm
- Beth Kanter • @kanter
Some data from this presentation were taken from our latest report, Sharing is New Buying: How to Win in the Collaborative Economy: http://bit.ly/SharingNewBuyingSH
Be More Connected: Social Media Marketing Strategies for Non-ProfitsJulia Gorzka Freeman
What story are you going to tell? Marketing is about stories. The best are easy to relate to and easy to tell. With Social Media, Non-Profits have a new set of storytelling tools at their disposal. The challenge is to create a social media marketing strategy that maps on to organizational goals.
I gave this keynote presentation at WEDU's 4th Annual Be More Effective Workshop in Tampa September 9, 2009. "The mission of the nationally-recognized, award-winning Be More Awards program is to generate awareness for nonprofit organizations, champion those organizations' unsung heroes and celebrate the spirit of good will throughout the community." It's an awesome event and I am honored to be a part of it!
Get more scoop: http://www.wedu.org/bemore
Search Fest 2016 presentation on Building a Brand with Social Media. This was an SEMpdx event held in Portland. This presentation also drops version two of Social MeOWdia Explained REDUX or Version 2 of Social MeOWdia Explained.
VIRTUALVillage Media’s Faith Aljon (Michelle Morton) takes us on a journey through Social Media's impact on NonProfit’s Public Awareness, Fundraising Efforts, and Volunteer Strength. The focus will primarily be on the social media platform, PINTEREST, and how using this valuable tool can grow and strengthen your business.
Presentation given during Zenith Conference in Duluth on using visuals to win at social media. Grow your brand and build community with visuals and social media.
The Global & International Impact of Social Media: Keynote Presentation by Kr...Krista Neher
This presentation by Krista Neher (www.KristaNeher.com) was presented to inspire and educate students about the global impact that social media can have.
Social media is a powerful tool that has a tremendous impact around the globe. It has helped to initiate change, give voices to the voiceless and drive transparency.
In addition, ANYONE and EVERYONE can make an impact with social media. There are countless teens with millions of views of their YouTube channels. The impact of social media is large, growing and truly global.
Taking the Value of Social Outside the Marketing OrganizationSpredfast
Within your marketing organization, there’s no doubt that your social programs drive bottom-line business value. So how do you spread that knowledge up to the C-suite and across the company? Learn how to extend social’s footprint to sales, social CRM, product, HR, and more.
The Bottom Line: Creating and Defining Value in SocialSpredfast
Social ROI is not impossible, it's complicated. Let our fantastic speakers, Brooke Hovey (Cohn & Wolfe), Catherine Chan-Smith (NFL Network), Julie M. Goodwyn (The Coca-Cola Company) and Chris Kerns (Spredfast) break it down for you.
Digital PR Basics for Nonprofits - How to Get Visibility for Your CauseJulia Campbell
It's a crowded, cluttered, noisy online landscape, with information coming at us from every angle. How can a small nonprofit stand out without spending hours on social media or tons of money on advertising? In this webinar, Nonprofit Digital PR expert Julia Campbell will explain the concept of Digital PR, why it's vital for nonprofits, and how to start a Digital PR plan. Nonprofits will come away with techniques that they can implement to build movements and connect with supporters, in an authentic and ethical way.
Learning objectives:
What is Digital PR and why it's more than just "getting on social media"
How to start a manageable Digital PR Plan for your nonprofit
Tried-and-true techniques and tools to manage online overwhelm and get better results from your digital marketing activities
Disruptive Content Marketing PubCon Las Vegas 2015Damon Gochneaur
The calm before the storm. Disrupt the tired and failing ways of typical content marketing and find new paradigms with which to approach content marketing. Stop asking when, start asking why and for what. People don't buy 1/4" drill bits, they buy the ability to drill 1/4" holes.
The 5-Minute SEO Playbook (Mom 2.0 Summit 2016)Timothy Resnik
SEO is not Magic, and you can do it! Many content creators struggle with SEO and end up paying someone to do something they could do themselves. This session will be half pep talk and half practical guide to doing some more advanced SEO tactics on your own.
Spring Creek Group Social Media Non-Profit Summit 2-24-2011Mediabrands Social
Spring Creek Group hosted a summit for non-profits to learn about social media. Here's the deck that we presented. There were small group breakout sessions and a wonderful panel to round out the day.
Presentation in Vancouver on Social Media and why it is important for Non-Profits entitled "Why Social Media is Important and How Non-Profits Can Embrace It"
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
What Social Media Analytics Can't Tell You (SXSW Interactive 2014)Vision Critical
Social media analytics can help you understand the active members of your social media audience, but what about the people who aren't posting? How do you fill in the gaps in your analytics with insight into your customers' purchases, your fans' offline interests, or your users' reasons for liking what they like?
Find a new way of tackling these questions in a session that shares a new approach to social media insight, and see how some of the web's leading thinkers are answering their research questions by combining social media analytics with survey data. Find out how this brings new insight to a 90,000-person study of the collaborative economy; how it enhances what we know about online fundraising; and what it tells Discovery about how social media users watch TV. Whether you're looking for fresh insight on what makes social media users tick, or trying to expand your own monitoring and analytics program, this session will give you a first look at the latest data and research methods.
This panel was presented at SXSW Interactive on March 7, 2014. The panel included:
- Alexandra Samuel, Vision Critical • @awsamuel
- Jeremiah Owyang, Crowd Companies • @jowyang
- Colby Flint, Discovery Communications • @discoverycomm
- Beth Kanter • @kanter
Some data from this presentation were taken from our latest report, Sharing is New Buying: How to Win in the Collaborative Economy: http://bit.ly/SharingNewBuyingSH
Be More Connected: Social Media Marketing Strategies for Non-ProfitsJulia Gorzka Freeman
What story are you going to tell? Marketing is about stories. The best are easy to relate to and easy to tell. With Social Media, Non-Profits have a new set of storytelling tools at their disposal. The challenge is to create a social media marketing strategy that maps on to organizational goals.
I gave this keynote presentation at WEDU's 4th Annual Be More Effective Workshop in Tampa September 9, 2009. "The mission of the nationally-recognized, award-winning Be More Awards program is to generate awareness for nonprofit organizations, champion those organizations' unsung heroes and celebrate the spirit of good will throughout the community." It's an awesome event and I am honored to be a part of it!
Get more scoop: http://www.wedu.org/bemore
Search Fest 2016 presentation on Building a Brand with Social Media. This was an SEMpdx event held in Portland. This presentation also drops version two of Social MeOWdia Explained REDUX or Version 2 of Social MeOWdia Explained.
VIRTUALVillage Media’s Faith Aljon (Michelle Morton) takes us on a journey through Social Media's impact on NonProfit’s Public Awareness, Fundraising Efforts, and Volunteer Strength. The focus will primarily be on the social media platform, PINTEREST, and how using this valuable tool can grow and strengthen your business.
Presentation given during Zenith Conference in Duluth on using visuals to win at social media. Grow your brand and build community with visuals and social media.
The Global & International Impact of Social Media: Keynote Presentation by Kr...Krista Neher
This presentation by Krista Neher (www.KristaNeher.com) was presented to inspire and educate students about the global impact that social media can have.
Social media is a powerful tool that has a tremendous impact around the globe. It has helped to initiate change, give voices to the voiceless and drive transparency.
In addition, ANYONE and EVERYONE can make an impact with social media. There are countless teens with millions of views of their YouTube channels. The impact of social media is large, growing and truly global.
Taking the Value of Social Outside the Marketing OrganizationSpredfast
Within your marketing organization, there’s no doubt that your social programs drive bottom-line business value. So how do you spread that knowledge up to the C-suite and across the company? Learn how to extend social’s footprint to sales, social CRM, product, HR, and more.
The Bottom Line: Creating and Defining Value in SocialSpredfast
Social ROI is not impossible, it's complicated. Let our fantastic speakers, Brooke Hovey (Cohn & Wolfe), Catherine Chan-Smith (NFL Network), Julie M. Goodwyn (The Coca-Cola Company) and Chris Kerns (Spredfast) break it down for you.
Digital PR Basics for Nonprofits - How to Get Visibility for Your CauseJulia Campbell
It's a crowded, cluttered, noisy online landscape, with information coming at us from every angle. How can a small nonprofit stand out without spending hours on social media or tons of money on advertising? In this webinar, Nonprofit Digital PR expert Julia Campbell will explain the concept of Digital PR, why it's vital for nonprofits, and how to start a Digital PR plan. Nonprofits will come away with techniques that they can implement to build movements and connect with supporters, in an authentic and ethical way.
Learning objectives:
What is Digital PR and why it's more than just "getting on social media"
How to start a manageable Digital PR Plan for your nonprofit
Tried-and-true techniques and tools to manage online overwhelm and get better results from your digital marketing activities
Disruptive Content Marketing PubCon Las Vegas 2015Damon Gochneaur
The calm before the storm. Disrupt the tired and failing ways of typical content marketing and find new paradigms with which to approach content marketing. Stop asking when, start asking why and for what. People don't buy 1/4" drill bits, they buy the ability to drill 1/4" holes.
NNOVATE FAST OR DIE SLOWLY: KoKo Vortrag gemeinsam mit unserem Kunden PRIMACOMMynewsdesk
Kommunikationskongress 2016 - Mynewsdesk/ Primacom: "INNOVATE FAST OR DIE SLOWLY - The challenges for Communicators. Why a digital Newsroom helps you to survive and thrive."
At The Wilbert Group, we are (at least) as good as any PR firm anywhere at media relations. In late 2014, we committed to also building the industry-leading program to amplify media hits on social and digital channels. In other words, how do we most strategically promote a client story in the AJC or the WSJ or on CNN?
Any PR person can slap a link on Twitter. But a more sophisticated approach generates way better results.
We have spent months analyzing what we were already doing to amplify hits, thinking deeply about how to drive bottom-line value to clients, building partnerships with the smartest digital firms out there, testing out tools and measuring results.
And at last, we are ready to introduce our own proprietary program called Wilbert Amplify. We’ll be sharing it with clients during the next few months and would love your feedback too.
We’ve always been great at telling client stories. Now we can tell them even LOUDER.
Marketing Essentials Every Podcaster Should KnowJustice Mitchell
Answers to questions like:
How do I optimize a podcast?
Additional reach for your brand?
Growing listeners and readership?
Should I be trying to monetize this?
Do listeners even know I have a blog?
How long do I do this to know it’s working?
Do people enjoy my content?
Downloads = Success?
What next!?!
You’re being asked for more content output but are given fewer resources. You need more share of market awareness, but pushing out ads isn’t helping to establish you as a leader in your industry. Both of these challenges can be overcome with a well-strategized branded podcast. This session will show you how businesses are creating branded podcasts and attracting the right customers while at the same time multiplying their content output and raising brand awareness. You’ll gain insight into what it takes to create different types of podcasts (audio, video, etc.), how to drive business with the podcast, and methods to promote the podcast while directing traffic to your website.
Developing a Social Content Strategy: Finding the right mix of paid, owned an...Merit Pages
Amy Mengel's presentation from the 2012 PRSA Counselors to Higher Education Senior Summit defines different types of content types: paid media, owned media, and earned media, offers examples of each from across higher education institutions, and discusses a framework for integrating the three types of media in to a strategic communications approach.
Deck presented to Brand Republic Digital Peer-to-Peer Exchange event 11.02.10 on how analytics from social media can drive actionable insight. Our Activision client, Mark Cox, co-chaired a Q&A and roundtable exchange.
Brainfood Entertainment TV, Game, Online Programmng StrategyLarry Ross
Brainfood Entertainment envisions a world where viewers can watch and interact with television programming that is inspiring, enriching, and entertaining.
Our mission is to become one of the world’s leading developers of great television, synched digital entertainment, and show related products for children, teenagers, and adults young-at-heart.
How to Turn Your Company into an Entertainment BrandDoug Simon
No matter what business you are in, to compete and succeed you have to accept that you are in the entertainment business. That’s the challenge these days for PR and marketing pros, whether you work for or represent a Fortune 500 company, a nonprofit, educational institution or a small business. But how can you turn your company — or any type of organization — into an entertainment brand for your audience and do something that will create immediate buzz and be talked about for years?
Strategic Productions is a next-generation production and consultancy firm that fuses creativity with message control and digital distribution and engagement.
The New Rules of Marketing: Paid, Owned and EarnedGood Grains
Zack Swire of SWIRE & eGood, and Chelsea Segal of Targetwise share their stories and insights (+ learnings from influential voices that inspire them) on 'The New Rules of Marketing: Paid, Owned and Earned'. Understanding your story, your why and your purpose must come first. Then, you can work to be more effective at amplifying your marketing message with the right media mix, maximizing the success of media dollars, and cutting through the clutter to drive your business.
Spredfast SmartSocial Summit | We Still Really Just Want a Good Story | SlackSpredfast
Presentation from breakout session at Spredfast + Lithium SmartSocial Summit:
We Really Just Want a Good Story: Engage Your Audience with Winning Content: https://sched.co/FTQA
SmartSocial Summit | The Next Generation of Partnerships : Southwest AirlinesSpredfast
Southwest Airlines' presentation for The Next Generation of Partnerships.
Whether you’re partnering with influencers, brands or talent, there’s no question that the whole is greater than the sum of its parts. But to make the biggest mark, partners must be joined by one vision and one purpose. Join this session to hear how these brands partnered to up-level their digital presence and make an impact.
30. Viacom Today: Broad Audience. Broad Reach
gen z millennials gen x
Source: NMR. Live + SD. 4Q15. All telecasts with the exception of TVL (based on originals in Prime only). All median ages based on P2+, with the exception of NAN (based on 18+).
0 50+10 20 30 40
33. FROM BROAD DEMOS TO CUSTOM
AUDIENCES
BEFORE NOW
–
BEFORE NOW
Audience: From Broad Demos to Custom Targets
34. Viacom Viewprint is a Creative Map that transforms
audience insights into custom content ideas
Viewprint
aggregates multiple
data sets on an
audience and
recommends
content lanes for
our creative teams
to execute against.
35. A dynamic social talent casting tool that uses enriched social data to quickly and
effectively find social influencers for campaigns based on Viacom’s Talent Index.
Social Talent Platform
VIACOM
CONTENT
MARKETERS
SOCIAL
TALENT
37. Viacom Velocity is a full-service marketing & creative content
team within the Viacom marketing & partner solutions group,
built to super-serve our advertising partners.
38. Custom Target
Viacom Data &
Broad Data Sets
Sophisticated,
Predictive Models
Continuous
Optimization
Transparent Reporting True Target Guarantee
PLAN DELIVER TRANSACT
Viacom Vantage connects audiences with
messages through sophisticated models.
40. Viacom Echo is a strategic approach to content creation,
distribution, amplification, and optimization with the end goal of
delivering measured earned media for our marketing partners.
41. Custom on-air spots anchored in prime programming rolled
out across Vh1, Spike and MTV. The (:60) pieces featured Amy
Schumer, Bill Hader and Judd Apatow – and the hilarious
conversation that ensued when the three jumped into bed
together. In alignment with the on-air prime debuts, the
creative was pushed out across each network’s respective
social handles for maximum reach and exposure.
“In Bed” Creative Rollout
• 1x VH1 Main Facebook
• 1x VH1 Celeb Facebook
• 1x VH1 Main Twitter
• 1x VH1 Celeb Twitter
• 1x VH1 YouTube
• 1x Spike Main Facebook
• 1x Spike Main Twitter
• 1x Spike Main Tumblr
• 1x MTV Main Facebook
• 1x MTV Movies Facebook
• 1x MTV Main Twitter
• 1x MTV Movies RT
• 1x MTV YouTube
Tuesday 7/14
1x :60 Ink Masters
1x :60 Tattoo Nightmares
Thursday 7/16
1x :60 Teen Mom
1x :60 One Bad Choice
Wednesday 7/15
1x :60 Dating Naked
1x :60 Twinning
SOCIAL PROMOTIONON AIR
Echo Example: Trainwreck
42. The VCN harnesses Velocity's creative and production resources to
build data-driven branded content programs distributed across
social platforms for our advertising partners.
45. Exposed audiences were
32% more likely to visit
an auto dealership than the
control group
Ads Drove More Visits
To Dealerships
Connecting In-target viewers
with the right content resulted
in 150% increase
in engagement
Viewer Engagement
Performance drove an 80%
lift on an automotive
brand’s target vs non-target
In-Target Lift
Does it work? You bet.
+80% +150% +32%
47. Creating the Future
Bringing Audience Insights
to the Creative Process
Fred Graver
Head of TV Creative
Twitter
@fredgraver
48. How We Make TV
The
Pitch
Development
/ Pilot
Production
Marketing
Social /Digital
Leverages:
• Audience Comp
• Affinity
• Engagement & More
The Show
Marketing
Constant feedback via:
• Social / Digital
• Ratings
• Focus Groups
• Etc.
Production
50. The Process
First Filter: The Audience
First Stage: Creative / Sharing
Co-Creation
First Prototypes
Optimize Creative
Target Format / Sponsors
Product
51. First Filter: Audience
Right Brain Idea: A comedy about the “near future.”
Connect to Left-brain Data Around: Simpsons /
Futurama + Veep + Big Bang. Avoid hard-core. Followers
of Fast Company, Wired, BoingBoing, Elon Musk.
AUDIENCE Left Brain Insights:
52. What do they talk about?
(minus fleeting pop cultural / topical references)
AUDIENCE Left Brain Insights:
Android
Google
Games / Gaming
Twitter
Climate Change
Apple
Facebook
Artificial
Intelligence
Big Data / Data
Hackers
Deep Learning
VR
Drones
NSA
CyberSecurity
Open AI
Bots
CRISPR
Energy
Cyborgs
DNA
Neural Networks
53. Who do they Follow?
AUDIENCE Left Brain Insights:
The Verge
Buzzfeed
NY Times
MIT
Zoosk
CNN Tech
Sports Center / ESPN
Techmeme
Think With Google
NASA
Vine
Youtube
Twitter
Jimmy Fallon
Whiz Khalifa
Patton Oswalt
Pitbull
Oprah
Kevin Hart
Bill Gates
Demi Lovato
Kanye
Daniel Tosh
55. AUDIENCE Left Brain Insights:
Defining the Core Audience
Problem? I think so!
56. Looks For Avoids
VALUES
NEEDS
MORE LESS
• Concern for Others
• Tradition
• Hedonism
• Self-Enhancement
• Structure
• Stability
• Closeness
• Harmony
• Idealism
• Challenge
• Curiosity
• Neurotic
• Extrovert
• Adventurous
• Serendipity
Complete Audiense Slides at end of this presentation
The Digital / Social Media Mom (c. 2016)
58. Next Steps
● Can AI be “Emotional / Neurotic?”
● Will our work be “Uber”ed?
● What will it like to be “old” in 40 years?
● What will Pop Music sound like in 40 years?
● What will happen when our bodies are constantly wired?
● What will cars and transportation look like?
● How will we dress?
● What will the day-to-day effects of Climate Change look like?
Openly Discuss Ideas: