Finding and Harnessing What’s Next in Earned Media

To increase the value of their earned media relationships, brands will better partner with customers to create improved experiences and engagement by collaborating on real things with more meaning than a tweet.

The above video interview is from the Effie Awards judging event in NYC.

Sponsored by
brands, agencies, social marketing, online video, tumblr, pinterest, facebook, youtube, content marketing, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

To increase the value of their earned media relationships, brands will better partner with customers to create improved experiences and engagement by collaborating on real things with more meaning than a tweet.

Craig Elimeliah, RAPP’s Director of Digital and Emerging Technology, sees similarities of practice by many brands on the more established channels, such as Facebook, Foursquare and Twitter. Hence, he’s looking at the social and emerging technology spaces to identify those that are less obvious.

There are lots of “in the wild” insights on curation sites to be mined on how brands are perceived and, on platforms such as Pinterest, purchase intent. These can inform cross-platform strategies for brands to foster cocreation of content and the resulting reaggregation by consumers to their social networks. Elimeliah sees brands giving people tools to build products and utilities that help tell brands’ stories in ways they could not do on their own.

In the interview, Elimeliah presents how RAPP has helped rebrand Humana from the insurance space to the wellness space using both traditional and alternative media streams and methodologies.

Evolve Your Understanding of Advertising By Being Engaged in Emerging Media

Companies are in peril if they fail to evolve their understanding of how consumers are interacting with each other and brands.

The above video interview is from the Effie Awards judging event in NYC.

Sponsored by
brands, agencies, social marketing, online video, tumblr, pinterest, facebook, youtube, content marketing, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

Companies are in peril if they fail to evolve their understanding of how consumers are interacting with each other and with brands, suggests Gabe Dorosz, Vice President, Management Supervisor, Interactive at Cramer-Krasselt. To best evolve their understanding of advertising, he recommends that they dig in and get dirty.

Platforms such as Pinterest and Instagram offer a fresh understanding of how consumers are discovering brands. It’s important for brands to recognize the role of their branded destinations and paid strategies in the context of these and other communities on emerging, innovative media platforms.

Dorosz sees content marketing as best informed by insight mining of organic search results. This parallels classic planning — applying both the analytic and creative minds to data — but is applied to new disciplines. Not only do brands need to discover things tied to their consumers that are not claimed by others, multiples of these insights are needed to maintain a continuous stream of original content.

In the interview, Dorosz also discusses brands’ struggle to determine the relative roles of their communities. Facebook may have replaced the microsite as a brand destination, not because of insights, but because of deadlines and budgets.