We often get asked, “don’t you get tired of talking about Social Media.” Our answer … NEVER! Especially when we have the opportunity to dig into some real questions about the ROI of Social with people doing it for big brands every day.
Last week, Brad was invited to speak on a panel for the Austin Marketing Association (AMA), hosted by Darren Drewitz, Co-Founder, MindEcology. If you are in any way related to marketing for a brand and you haven’t checked out MindEcology, do it! Their theories on building a truly targeted audience will change the way we look at marketing ROI. It was actually a debate between Brad & Darren that lead to the panel called, “Social Media Now What?” Darren, a member of AMA, wanted to cut through the jargon and have a real conversation about making profits with Social Media. Specifically, the panel covered topics like:
- Does Social Media work best in larger marketing teams or as stand-alone tactic?
- How can you engage customers into a two-way dialogue?
- What companies are doing it right; what are they doing wrong?
- How do you manage expectations within Social Media campaigns?
- How can you create content strategy that truly influences customers?
- What is engagement and ROI modeling and how does it work?
And they picked some killer experts to join the chat:
Natanya Anderson, Director of Social Media, Whole Foods
Natanya is the Director of Social Media at Whole Foods Market and a founder and Immediate Past-President of the Austin Food Blogger Alliance, a non-profit organization established to promote blogger philanthropy and education. Ms. Anderson has been working with new media for over a decade with a focus on both strategy and execution, helping organizations change the way they engage and communicate with customers.
Through her non-profit work, Ms. Anderson is helping shape the future of social content creation as well as brand/blogger relations. Ms. Anderson blogs about loving food, drink, and living in Austin Texas at the Austin Food Lovers’ Companion (austinfoodlovers.com).
Jon Peters, Social Media Manager, AMD
Jon is an influential thought leader on social strategy, digital marketing, and influencer engagement strategies. Jon has presented in Europe and America on the topic of social trends, engagement and advocacy. He is a recognized contributor to the SocialMedia.org community.
Jon is currently Social Media Manager at AMD, a semiconductor design innovator, he is focused on social strategy, social business infrastructure, audience engagement and advocacy. He works collaboratively to deliver successful, long-term strategies which integrate customer/community needs, business objectives and technology requirements.
Previously, Jon held a senior digital marketing and social strategy position at adidas AG (Germany) and Global Program manager role at Dell (Ireland). He was also an software application development project manager at IBM and Dell.
Brad Bogus, Co-Founder, Speak Social
Brad spent 10 years in the digital multimedia industry, previous founder of Makeshift Productions, where he produced video content for clients including Keller Williams Realty International, HEB and G4 Television. Brad has multiple articles published online, has spoken on many panels and presented on Social Media, Search and the future of Online Marketing, including during SXSWi, and has appeared on numerous news stories and radio interviews on the industry. Brad is also a celebrated trainer and has educated Fortune 500 companies and entrepreneurs alike on Social Media strategy and implementation. He helps create the strategies and campaigns for brands utilizing all forms of marketing as tools to solve goals for his clients. These tools tend to be social media and networking for marketing, PR, and engagement, mainly because they’re the most efficient and effective.
Darren is a MindEcology co-founder and the Director of Marketing Services. He is a 20-year veteran of marketing, advertising and corporate communications with extensive experience on both the client and corporate side of marketing. Besides his marketing prowess, Darren is also the archetypal “connector,” having the innate and uncanny ability to match up the right talent, resources and tools to his clients’ challenges and objectives. Darren’s experience includes working at some of the top advertising agencies in Texas, as well as corporate marketing departments for multi-billion dollar, international companies. Darren graduated with a bachelor’s degree in Marketing from the University of North Texas. He and his wife Melissa live in Austin, Texas with their two children.
Hot Topic of The Night: What Is The Value of a Like?
One question that everyone seemed to have, is how much value they could put on a “like.” While each of the panelists had their own ideas on what you do with “likes,” they all agreed that they don’t carry any face value. Brad shared an interesting example of one client, a cosmetics company with 1 million “likes,” but only 26 people talking about them: