The rules of engagement have changed: consumers are tuning out traditional marketing approaches and are making choices on their own terms. Social media has allowed consumers to create their own entertainment and conversations online. To remain relevant, brand marketers need to become a meaningful part of these conversations, many of which are taking place in social networks.
This presentation provides a framework and some guidelines for shaping your social networking strategy. We will look at how brands are currently engaging consumers and how they are leveraging social networks. Examine what’s working, what isn’t and how it’s all being measured. Lastly, learn some of the questions you should ask in order to understand whether you should be playing in the social space at all.
Learning Points:
- Understand how to listen, engage and leverage your existing assets using social networks.
- Find out how to decide whether social networking is right for you / your client, as well as how to get started.
- Take away a checklist of best practices and know the pitfalls to avoid.
Lydia Snape, SVP, Digital Development Director, Renegade
Lydia founded Renegade's online practice in 1996 and helped grow it into a top 100 interactive agency. She has a keen understanding of web development, digital media and how people use technology to connect, transact, entertain and inform. Lydia has developed interactive programs for Panasonic, Casio, Children for Children, Nautica Kids, Ravenswood, Just For Men, DoubleClick and HSBC, among others. In her early days, she worked on CD-ROM production for the Discovery Channel, as well as on architecting internet-based procurement modules and bringing a user focus to interaction design. She now spends most of her time looking for ways to help clients leverage customers’ interactions with technology in order to help them build their brands. A graduate of Stanford University, Lydia loves to travel and explore.
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