RampUp 2013: Social Media as a Marketing Channel [Video]

Engineering

Learn from our challenges and triumphs as our talented engineering team offers insights for discussion and sharing.

RampUp 2013: Social Media as a Marketing Channel [Video]

Engineering

rampup2013On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.

Today, watch Chris Kelly of Kelly Investments moderate as Kurt Abrahamson of ShareThis, Heather Brunner of WP Engine, Joe Fernandez of Klout, Ramsey McGrory of AddThis, and Eric Wheeler of 33Across discuss how social media can be used as a marketing channel that engages consumers.

A few key points from the panel:

  • Discussing how to start conversations with consumers, McGrory mentioned that marketers have historically had trouble with engagement. “Part of the reason oll of the companies here exist is because it’s not as easy as it may look to put the tools and the data together to create consumer engagement.”
  • Replying to Kelly’s question about privacy rules and maintaining consumer trust, Brunner mentioned that the clients set parameters about who their content can be shared with. WP Engine keeps its insights “clean” and stays careful not to let clients be exposed to personally identifiable information.
  • Wheeler reflected on the importance of blog analytics. When someone shares something on their blog and pushes a product, “that is that native signal that we are able to capture” before it gets diluted. Getting this information to brands can keep them ahead.
  • Fernandez reflected on how social media has allowed a shift in “the balance of power” between a brand and an individual. Social media allows the consumer’s voice to have the power of a network. “Social has made word of mouth scalable.”
  • Abrahamson shared that he is looking towards mobile apps for the future of social media. Currently, it is difficult to know who else is using a new social app. It would be interesting to figure out how to “turn the lights on” within apps and begin conversations.

Visit again tomorrow for our video on Monetizing Publisher Data and Ad Inventory.