Conference Board "Branding in the Social Media World" - MaryLee Sachs

Social media understanding seems to be splintering if last week39s Conference Board seminar on quotBranding in the Social Media Worldquot is anything to go by Let39s face it amp8211 social media is such an enormous 39bucket39 that it39s difficult to know what level to pitch it and this seminar had everything from absolute beginners to accomplished players in its audience I39m wondering if conference organizers need to start pitching their events in 39levels39 that are more specifically defined for wouldbe delegatesThat said there was something for everyone and here39s a summary of what I learned or found entertaining or what I think could be most useful for those not yet intheknowMark Mulcahy of Vivaldi Partners talked about 39social currency39 as being the extent to which people share brand information as part of their social lives and he presented what he called 39the social six of building strong brands39 namely conversation information advocacy identity affiliation and utilityEvan Kraus of APCO Worldwide had some of his own rules for social media engagementamp183 Create the movement amp8211 align your interests be aspirational and emotional feature real peopleamp183 Optimize the content amp8211 package creativity make it easy to share be entertainingamp183 Embrace traditional media coverageamp183 Make it easy to engageI particularly liked his case studies which brought it to life around the Smart Car quotDumb Manifestoquot and Microsoft small business accounting software which was kicked off with the 39anti shirt39 APCO should enter both in the Cannes International Festival of CreativityChris Barger of Voce Communications and author of quotThe Social Media Strategistquot had lots of lists His 39Lucky Seven39 essential elements included1 An executive champion2 Clear lines of authority3 A social media evangelist to sell inside the company4 Sensible metrics and measurement5 Partnership with legal6 A solid social media policy7 Employee education and trainingAnd he had 10 lessons1 You are a publisher2 The 39social39 is more important than the 39media393 The social web is a 39listening39 tool4 Learn to accept amp8211 even embrace amp8211 lack of control5 Whenever possible develop an offline element too6 Always begin with the audience39s needs first start by providing value then worry about branding7 You need to redefine 39influence398 Think long term amp8211 the greatest value of social is the relationship not the initial reaction9 The social web is a huge customer service opportunity10 You have to spread the virusWhile all this talk of do39s and don39ts provided useful commentary my favorite presentation of the day was delivered by Eileen Gaffen of Hallmark Cards because it took the principles and put them into practice with some excellent examples of blogger interactions and social media campaigns supporting its new brand campaign launched last year Life is a Special OccasionI daresay that this was a favorite by many at the seminar since it demonstrated true creativity and integration backed up by market mix results declaring that PR and social media rank at the top in terms of ROI for HallmarkCarmine Porco of Prescient Digital rounded out the day by providing a lot of useful data points and the BEST entertainment of the day including a sendup on 39what is social media39 quotPink Poniesquot amp8211 an analogy on how best to use social media and of course the Social Media Definition by peeingMaryLee Sachs was most recently US Chair and Worldwide Director of Consumer Marketing at WPP firm Hill ampamp Knowlton She launched her new book The Changing MO of the CMO How the Convergence of Brand and Reputation is Affecting Marketers at the Cannes Lions International Festival of Creativity on June 23 The book is available on Amazon and Barnes ampamp NobleRead all MaryLee39s MediaBizBloggers commentaries at MaryLee SachsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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