Using Social Creative to Trump Data -- AJ Vernet, GM Social, Sizmek

This column was coauthored by AJ Vernet of Sizmek and Joseph Epstein a former Vice President at Sony PicturesIn the past few months Facebookamp8217s algorithm has significantly diminished organic reach minimalizing the value of the millions of fans collected over the past few years much to the frustration of social media brand managers everywhere Facebook now requires these brands to purchase infeed ads to reach their consumers whether they are fans or not This has limited the value of the longpracticed tactic of bingeposting where brands forcefed posts multiple times per day in an effort to generate enough userdriven earned media Hey it was free reach Why notContentdriven brands which should be all brands especially when it comes to social media need to develop new ways to engage with their audiences and quickly Itamp8217s time to put their money where the memes areBut Facebook isnamp8217t the only one whoamp8217s undergone some changes Consumer media habits have changed rather dramatically Yes Facebook Twitter and YouTube remain our goto social behemoths but our social behaviors are diversifying across a rapidly growing cadre of platforms Snapchat Tinder Instagram Pinterest G LinkedIn WhatsApp LINE Vine Tumblr Secret Paper and Whisper For those keeping score that is 16 separate platforms in which we friend fan like share heart comment tweet and report Oh and more and more we are forgoing our PCs and engaging with these platforms primarily through our smartphones Whatamp8217s a brand to doWhile the ground continues to shift under our feet it is after all always shifting smart marketers remain focused on adapting cornerstone marketing principles Effective targeted reach Consumer engagement and brand immersion that creates fantofriend analytics Data discipline and increasing institutional knowledge of what moves the needleEnter rich media Not the old school 2008animated gif style rich media but the concept of grabbing a consumeramp8217s attention and enabling him or her to dive deep into your brand without leaving the social feed You can still have the same attentiongrabbing pithy cat meme brand appropriate of course for your audience to like share and comment on But in a social environment that same audience can click on the rich ad for a far more meaningful and sharefriendly brand experienceSocial rich media units enable brands to include multiple videos photos games tap to download app messaging live events coupons and more For example Hyundaiamp8217s Walking Dead Chop Shop included videos photos and an app to build your optimal zombie apocalypse survival car XMen Days of Future Past created a media brand experience featuring a trailer for the movie video photos a movie synopsis and an app to amp8220Xamp8221 yourself Built with responsive design these rich media ads work seamlessly across PCs tablets and mobile The result is a multiscreen applestoapples comparison among the social platformsSo while our digital marketing world continues to change the latest versions of tested engagement tools make it possible to succeed in the social space regardless of the latest Facebook algorithms Letamp8217s use creative to trump data AJ Vernet is the former Founder and CEO of Republic Project and Red Lever AJ is now Global VP of Social at Sizmek following its acquisition of Republic Project Sizmek fuels digital advertising campaigns for advertisers and agencies around the world with cuttingedge technology to engage audiences across any screen and channel AJ can be reached at ajvernetsizmekcom Read all AJ39s MediaBizBloggers commentaries at Cup of YoCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at 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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Using Social Creative to Trump Data -- AJ Vernet, GM Social, Sizmek

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