Last week Moontoast’s CTO and co-founder, Marcus Whitney, moderated a panel at Ad:Tech NY “The $9 Billion Advertising Opportunity: The Digital, Social and Mobile Revolution.” He was joined on the panel by Addie Conner, CIO of SocialCode, Florence Drakton, Social Media Marketing Manager at Toyota, and Meghaan Blauvelt, Digital Marketing Manager at Nestlé USA. The audience was able to share their thoughts and weigh in by using the #SocialMobileNow and #AdTechNY hashtags.
The packed room was all ears as the four social media marketing experts, from four different angles of the digital world, spoke to the major themes in social and mobile. The conversations highlighted how brands are using social and mobile, what big trends are surfacing, and brand campaigns that produced the biggest results.
Marcus kicked off the discussion, welcoming the room, introducing the panelists, and diving right in by asking them what the major trends are that they are seeing in the market. Addie said off the bat, “We’re seeing mobile at every stage of the funnel.” The rest of the panelists echoed the same sentiments -- both Florence and Meghaan revealing that their brands are quickly turning more attention towards mobile and content. And while mobile is where everyone is moving, Meghaan pointed out that content is still king. Brands need to create more solid content strategies, as often times content strategy is not delivered effectively and lacks focus. The conversation turned to Facebook and the many tools and targeting opportunities it offers brands. For example, leveraging dark posts as part of a content strategy can yield outstanding results if used correctly. Brand marketers want people talking about their brands, and having content that consumers want to share with their own networks is the key. Meghaan added in that, with 500 pieces of content, you are going to fail sometimes -- but its OK as long as you have a strategy.
As the panel discussion shifted, Marcus brought attention to medium versus media. The panelists were in agreeance that getting in front of your audience directly where they are is invaluable -- thus the power of Social. Meghaan advised, first think about medium - Are your consumers on mobile? Tablet? Desktop? Then think about media - How are you publishing? What platforms or social networks are you using? Being sure that you are optimizing your content both for the device and the channel is important to give your consumers the best experience.
Conversations then moved to Twitter. Addie broke it down by pointing out that Twitter is where you talk about the game in real time, and Facebook is where you post the next morning. The real time aspect of Twitter offers an emotional benefit for brands where you can develop a personal relationship with your consumers on a platform where they are expressing minute-by-minute emotions and concerns. Twitter allows you to increase brand loyalty, consumer engagement, and a real-time conversation.
Toyota shed some light on recent social campaigns they have run that saw high levels of engagement. Florence pointed out the importance of aligning their mobile and social efforts in their campaigns, and updating their content and messaging across platforms. Recently, they ran an Instagram campaign that saw more than 500,000 views, and earlier this year they launched campaigns promoting the 2014 Corolla and 4Runner that yielded an 85% opt-in rate.