Digital marketers are shifting their social media campaigns to focus on understanding audiences better and rebuilding trust. They are taking a top-down approach to social campaigns, analyzing social data and real-world data to create truly impactful content aligned with what audiences need rather than just what brands want to create. This combined data approach allows brands to develop targeted social campaigns throughout the customer journey from awareness to purchase and use.

1. #SmartSocialSummit
How to be Smart about Social
Data

2. Digital marketers have
been running social
campaigns for years.

3. 3
Social campaigns have
focused on using social
media as a channel for
publishing information.

4. 4
Post-truth:
'relating to or denoting
circumstances in which objective
facts are less influential in shaping
public opinion than appeals to
emotion and personal belief'

5. 5
Sometimes the content your audience needs
is different than what you want to create.
Margaret Magnarelli
Managing Editor, Content and Senior Director
Marketing Monster

6. 6
Digital marketers are shifting to a
top down approach to rebuilding
trust with social campaigns.

7. Social campaigns across
the customer journey
Social campaign goal
7
Awareness
Become
known
Become known
for something
Influence
purchase
decision
Validate
purchase
decision
Consideration Purchase Use

8. This control of process is enabling brands
to create truly impactful content.
8

9. The true power of social data is
released when combined with real
world data.
9

10. @AnuragAbinashi
Anurag Abinashi
@jennstafford
Jennifer Mangold
@TheBuckStuff
Michael Bucklin
Director, Strategy EMEA
Spredfast + Lithium
Senior Manager, Global
Social Media
Vice President of Digital
Content
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