What Party Planners Know About Social Media

October 10th, 2011

When approaching social platforms, many marketers are daunted by the plethora of options, its elusive nature that cannot be measured using traditional metrics, and harsh critique from opinionated consumers.  However, there are ways to mitigate the confusion and streamline the social planning process. In fact, social planning for a brand can be as straightforward as planning for a party.

Jason Rockwood uses the party planning analogy to effectively plan a social strategy across four components of the social process including listening, understanding, participating and measuring.  These components can be paralleled with the four sequential steps to planning a party: plan, prepare, party, and perfect. In posing basic questions like what theme should the party be?, Is it a cocktail party or a party with colleagues?, Do we have permission to use this venue?,  How will people find out about the party?, and How will we know if people had a good time?, this presentation sheds light on the necessary considerations a marketer must confront in order to carry out a coherent and successful social media campaign that has well articulated motives, set parameters, a clear target audience, and valid metrics for success. “The Party is the Platform: What Party Planners Know about Social Media Strategy,” by Jason Rockwood succinctly and entertainingly lays a framework for all marketers to conceive of, plan, execute, and evaluate their future social media campaigns.

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The Most Interesting Remarks from The Week #AW8

October 7th, 2011

This article was first published on the Advertising Week Blog.

They said many things. They made many points. They consumed numerous drinks.

Here’s a round-up of the most memorable sound bites from Advertising Week 8 (#AW8):

“Product development is the new copywriting.”
Greg Clayman, Publisher at The Daily, during his “Making Things vs. Saying Things” panel

“Tech companies need to think more like agencies.”
Jon Steinberg, President of BuzzFeed.com, flipping the “Do Agencies Need To Think More Like Tech Companies?” panel question on its head

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#aw8 Interview: BuzzFeed President Jon Steinberg: Social Advertising, WTF?

October 5th, 2011

This interview article was first published on the Advertising Week Blog.

OMG. LOL. WIN. FAIL. WTF?

This is not only the truncated language of the Internet, but to BuzzFeed.com, it’s also the rating system for the hottest content on the web.

BuzzFeed aggregates and creates the coolest (or since they were among the first to break the nude photos of Scarlett Johansson, perhaps I’ll say the hottest) content on the web. Visited by 15 million unique viewers per month, their dashboard and algorithms have been able to monitor and spread everything from pictures of running basset hounds to green technology ideas from GE across its partner network of over 2 billion page views.

For some marketers, “viral” is just a buzzword (pun intended), but to BuzzFeed, it’s the future of Internet marketing – social advertising.

And no one knows that better than Jon Steinberg, the visionary President of BuzzFeed, who is leading the NYC-based startup’s advertising strategy.

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