Do you represent a brand and struggle with strategizing content and presence in the age of prolific social networks focused on peer-to-peer communication? Social Media Breakfast Seattle has invited Holly Brown, Chief Innovation Officer at R2Integrated, to share insight on and examples of how marketers can embrace this change to return better ROI and increased customer engagement with their brand.
This week, before Brown's formal presentation (plug: Wednesday, October 6th 7:30 a.m. at Swedish in Ballard; register here), I sat down with her for a more informal chat to uncover her ideas on what a brand needs to do to publish in the age of a plethora of social networking sites.
2:00 What a Chief Innovation Officer does and why an agency would need one
6:10 Jumps off of the AdAge article: The Case for a Chief Marketing Technologist and the new role of marketing; social as the foundational underpinning of marketing; why marketers should worry about technology
11:02 How does a brand move from content to engagement?; creating a structure and process for engagement on both owned and independent communities; difference between large organizations and small businesses approaching social media strategy
16:55 Process for organizations:
- identify and segment your audiences and identify and define their buying behaviors
- identify the communities of interest outside of your own properties
- identify the points of entry for content and conversation in those spaces
- tie those insights together with a plan for conversation, content and engagement and how those relate to current channel processes and marketing already in place
21:40 Addressing measurement and determining what replaces ROI as a model; don't get held up by not having perfect data
28:40 Twitter question from ahmadaa: what is your recommendation for strategy to reach small business in the age of peer to peer?