The Digital Hollywood Panel was comprisized of Brian Popowitz, Jessica Hasson, John Bohan, Christopher Puga and Johnny Miller. When I asked them if they could only leave the audience with a few 1-3 thoughts, what would they be, here’s how they responded:
1) Black Box. I’m in the business of working with musicians to aggregate an audience, build affinity between the audience/artist, and monetize the affinity an artist has with their audience. Social media has completely transformed that linear funnel and it what I dedicate each day of my life to work on.
2) Hoping for a magic bullet or virality is not a social strategy. Panoptic conversation will be replaced with more personalized conversation through social media. Influence is power.
1) Have a Voice – Not so long ago brands did everything possible to stay away from public opinion. platforms like twitter and Facebook have changed that. Not even 10 yrs ago some brands would consider it a luxury to not feel the need to comment on social issues. It’s the brands that you see now, like Oreo, Netflix, etc that look at this as an opportunity… an opportunity to build a deeper relationship with their customers and even move ahead of their competitors.
2) Plan for the Moment – Would you be surprised if I said the Oreo, dunk in the dark was not a random lucky post by accident? In fact, it was strategized and planned months in advance. They had a series of images ready to post given the situation. Some obvious like holidays and some subjective. how they won was by planning for the moment and being prepared to join the real-time conversation regardless of what happens in the world. So the lights went out in the super bowl and just like that, you have an award winning tweet and something that marketers will remember forever.
3) Don’t be Afraid to Fail – New features roll out weekly. New platforms pop up and with them come new potential customers. New ways of communicating spark out of nowhere. Don’t be afraid to try something new. Tweet with an emoji, start a periscope account, test Facebook live video, live tweet a TV show. start an AMA with an exec or special guest. Don’t be afraid to fail, but if the returns aren’t there, then fail fast. Only 17% of fortune 500s are on Pinterest. This is a powerful platform that is perfect for brands that want to connect with their customers.
I’m fascinated and energized by the state of the advertising industry today. Many people claim advertising is dead, and there’s no doubt it has changed dramatically in recent years with new challenges emerging daily. Advertising as we knew it is dead. Good advertising is no longer about selling. It’s about inspiring. It’s no longer about brand stories. It’s about people stories. Social media is the single most effective way for brands today to make real connections with real people.
1) Think, talk and act like your customers by gaining a deep understanding of your CUSTOMER ARCHETYPES (read our “bluepaper” here). You have to meet people on their terms in marketing today, and genuinely care about improving the quality of people’s lives. It’s not about your WHAT…it’s about tapping into their WHY.
2) VIDEO, VIDEO, VIDEO. It’s estimated that mobile video will account for 75% of total mobile data traffic by 2020. Facebook is making major moves to champion video and it’s already proving to be highly effective for brands and publishers. From Facebook 360 to Facebook LIVE (hailed as the future of TV – exploding watermelon, anyone?), new video tools allow people to get even closer to the brands, movies and media they love.
3) THE MESSENGER MATTERS – If you want more customers, get more friends. Brands touting their own services and capabilities through one-way messages fall silent in the forest. No one cares and people are tired of being sold to constantly. But they do like and buy from brands that are recommended by their own friends or people that they trust.
If you want people to listen to your message, the person telling your story matters. Build quality networks of influencers that connect with your different archetypes and provide these advocates with turnkey, engaging ways to spread your story in authentic ways (see Storytelling vs. Story Starting).
CEO and Founder of PulpPR. I am passionate about this panel because it has been a powerful learning experience understanding the psychology behind social media, and what companies like Facebook are doing to improve their platforms accordingly. These changes are what ultimately impact the future of marketing and public relations, and we must learn and adapt from them if we are to be successful.
1) Take advantage of the wealth of social media resources available to you: social networks, marketing tools, etc. – most of which are free or of low cost to your business. You have nothing to lose and everything to gain from these resources.
2) Keep on top of the latest social media trends: Experts are constantly studying the psychological impacts of social media. Read up on these types of studies often to better understand how you can efficiently target customers through social media.
3) Analyze your results, often: The only way to improve upon your past efforts is to analyze them, and figure out what went wrong or what did well. As Einstein has stated: Insanity is doing the same thing over and over and expecting different results. Don’t be insane.
What these people who are in the field actually doing digital and social media, interfacing and engaging with customers are telling us is that the customer is in charge of the message and that it’s time to shift the way things are done.
@DrNatalie, VP and Principal Analyst, Constellation Research
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