Social media is boring, so let’s find a way to influence the physical world, says Peter Corbett, CEO of iStrategyLabs, when highlighting his latest projects during the Mid-Atlantic Marketing Summit on April 20. The full-day event, sponsored by the Capitol Communicator and Potomac Tech Wire, was held at Gannett headquarters and included insights from marketing, communications, advertising and public relations experts.
With many folks overwhelmed by the number of social media platforms available, one panel attempted to put the social networkings into perspective. Moderated by Geoff Livingston, vice president of strategic partnerships at Razoo, the panelists looked at several options beyond Facebook and Twitter and shared what worked for their organizations. All the panelists encouraged participants to find out what platforms their core audience use.
Commenting on Google+ users, Kevin Dando, director of digital marketing and communications at PBS, says the site is just a place for men to talk about being on Google+. However, you shouldn’t discount Google+ because it will help your website’s page rank. Additionally, Google+ and YouTube are becoming closer and will soon have shared search. On the other side of the spectrum, Pinterest has mostly female users and can be very effective for visual campaigns.
PBS, like other TV networks, needs to be on GetGlue, a platform that allows users to check into TV shows and other entertainment media. Dando says shows with live Twitter events have ratings one percent higher than those without. He commented Tumblr doesn’t drive a lot of traffic, but it does have a lot of engagement.
The role of chief marketer has become chief storyteller, says Debra Lavoy, director of product marketing at OpenText. You should use the story to pull the team together and that content marketing should be renamed substance marketing.
If his marketing budget was increased, Vocus’s Jason Jue says he would wish for more storytellers. (Download this PR Storytelling tip sheet from BurrellesLuce). Speaking of storytellers, when I asked the Beyond Facebook and Twitter panel if they could review Storify, they said they were all fans, especially for events. At SXSW, they said they barely left a session before someone would post all the tweets from the event to a new Storify.
Examples of brands using marketing and social media for good and helping causes were also abundant. For example, Terry Macko, senior vice president of communications and marketing for the World Wildlife Fund, discussed WWLF teaming with Coke to raise awareness about the environment. Despite backlash and confusion over the white cans, the campaign raised over two million dollars.
The summit inspired several great blog posts, including:
- Several items posted by SpeakerBox to The Sounding Board.
- 6 Questions All CMOs Need to Ask Themselves on Fast Company by Lisa Nirell
- Is the Press Release Dead by Marcia Moran on Modern DC Business
- On Storify, Cynthia de Lorenzi posted top tweets from the summit, and Cari Pierre included her insights along with her favorite tweets.