Social media geeks filled Taylor's office in the Empire State Building to see the celebrities of online media and marketing: Rachel Cohn, global customer marketing strategist at Facebook; Peter Ha, editor of apps, games, and technology for The Daily; Drew Allen, VP of business development for Scoutmob; Melissa Lavigne-Delville, VP of trends & strategic insights, NBC Universal; and Sree Sreenivasan, Columbia Journalism School and contributing editor of DNAinfo.com.
The panel evoked a recurring comparison between social media engagements and dating, giggles from Ha's unique response style and his insistence that he was “on the wrong panel,” and a flurry of questions from online marketers.
Here are a few more specific highlights from the evening:
When asked which brands are doing a good job, Lavigne-Delville referenced Nike's Photo ID effort, Uniqlo's tweet discount campaign, and Virgin America's food truck check-in campaign. She also praised Whole Foods' “What's in Your Fridge” promotion, which likely encouraged consumers to try new recipes, fill holes in their fridge with the retailer's products, and drive sales. She then expressed frustration that fashion retailers aren't replicating the concept with a “What's in your closet” campaign.
Sreenivasan said that venues and brands need to step up innovation efforts in leveraging geolocation opportunities so that they're driving demand for consumers and not the other way around. For example, more brands could add physical signs at retail directing consumers to new deals and promotions in that space.
Ha agreed that the use of geolocation is still “half-baked,” and companies need to do a better job of actually engaging consumers.
Cohn, who spends a lot of her time working with Facebook's advertising partners, placed an emphasis on the need to tie business results to social media strategy.
In addition to absorbing an information-packed panel, we found an opportunity to conduct video interviews with both Cohn and Ha.
Check out the video with The Daily editor above, and a separate video interview with Facebook's global customer marketing strategist.