Wednesday was a fun filled day with exciting seminars to see. I think the reason was because those that I was attending were tailored towards brand and customer interaction. I feel like I learned so much from the summaries below and I am so happy to be able to share these takeaways!
Twitter – Mining the Conversation
This conference ended up being more interesting to me than I had expected from the start. Early on, I had thought that Twitter was just another social network for businesses to utilize. Going to CES I have realized it is being used more widely than Facebook in a sense that the data is more real time, which is a more attractive metric for businesses to use in collecting data. Twitter is literally everywhere here, and most everyone I see is on Twitter creating interactions. To Chris Moody, who is the Vp of data strategy at Twitter, their company is creating the largest archive of human thoughts that the word has ever seen. The idea behind this is based off of three pillars, which are listening, activating, and evolving. Listening boils down to understanding what your customers want, and by looking into the interactions that events like breaking news creates, we can find out what our followers and society want. Activating comes down to the idea of engaging your followers in a certain dialogue. This can more recently be seen in shows like “The Voice” where they rely on hashtags and interaction for collecting votes for contestants. The last pillar is Evolving. This pillar is comprised of developing new solutions for our followers. In the past we had barriers to reaching people in terms of how our thoughts and media were delivered. Twitter allows us that one-on-one interaction that leads to longer lasting connections and a deeper connection with your followers. Brett Weinstein was on the panel from the United Talent Agency in Hollywood. He went into detail about how talent agencies utilize Twitter partially for casting and reviews for movies. The movie industry is starting to rely on real-time data primarily from Twitter to determine how followers respond to their actors and artists, which in turn can be used in negotiations and also a data source for business decisions. He said that it is “becoming necessary for artists to become superstars.” I will bring this summary to an end with a couple of comments made from Michael Fisher, who manages mobile and social for Twitter. He said that “you need to give people a reason to want your experience,” which is a theme that we can’t forget. If people don’t want the experience that our product or service provides, we will ultimately fail, and Twitter offers us that real time archive of thoughts that help us gauge how we are doing in regards to that goal.
Amplifying Content with Earned Reach – The American Licorice Co.
This was a very interesting seminar to be at. The man speaking was Michael Kelly from the American Licorice Co., better known as Red Vines. They differentiate themselves from the big player competitions because they do not use third party advertisers to market their products. They have a team of three individuals who handle all of the marketing and advertising for the company in house. One interesting note about the company is that they have been around since the early 1900’s. The famous film clip of Charlie Chaplain eating his shoe directly ties to the American Licorice Co. The shoe that he took a bite of was actually made of licorice from their company, and they still promote it to this day saying that their products were in film before it even had sound. Some key points to this seminar were the illustrations that he previewed about how they grow organically compared to paid advertisements over social media. Their organic reach actually held higher engagement that paid, which was a large surprise to me. He also features charts that compared ads with graphics compared to those that didn’t, and it was no surprise that the ads that they feature with graphics hold a higher response than those that don’t. One of their studies was between their products that showed sugary crystals and those that didn’t. The ads of products that they feature with sugary crystals attached to the licorice get a much higher response than those that don’t. He said there was no secret recipe to finding out that information. It was with trial and error, and because they decided to take a gamble and study the data, they now know what works and what doesn’t. He showed us a video featuring an artist that used Red Vines to create artwork. Because the person wasn’t a celebrity, they were able to sponsor his work for minimal dollars and create a documentary based on his work that had a response of over 60,000 views on youtube. He also talked about how Vine is used to create organic short video ads that keep users engaged with their product. He referred to this as the democratization of video. The benefit of new age video is that companies can create video ads without large production budgets. Partnering became a key part to the final piece of his conference. He said that retail/consumer collaboration is one of the final key pieces of the puzzle to fit to become highly successful on a lower budget. For instance, a user tweeted that their sour punch product tasted great with 7Eleven Slurpee’s, so they created a sour punch straw specifically for 7Eleven locations to create the Sour Punch Clutch Combo, which being no secret had its own hashtag for another Twitter campaign. The final point I can take away from this seminar is to know your audience, and work from data given insights.
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