If you missed Day 1 of Social Media Bootcamp 2014, chances are you missed Day 2 of Social Media Bootcamp, too. It went down like this:
Day 2 kicked off on a high note with Jim Cuene of GoKart Labs presenting “Content Driving Brands.” Jim is the Vice President of Marketing Strategy at GoKart Labs and previously the Director of Interactive Marketing at General Mills. With a deep understanding of how to develop brand growth over time, we were in for a real treat.
Great Brand + Great Stories = Brand Growth Over Time
Jim explained the difference between “content-driving brands” and “content: driving brands.” Great content is key to developing long-term brand growth, but in order to do so you need a long-term strategy.
Brand-driven content = campaign innovation Good
Content-driven brands = consumer innovation Better
Consumer insights unlock brand innovation Best
All brands can have great stories, you just have to find them.
Sometimes those stories are right in front of you.
Next, Kate Sommers of Hello, Cereal Lovers brought a little milk and cereal to our day with her presentation “A Year In The Life Of A Community Manager.” Kate is the Community Engagement Specialist for one of America’s most iconic cereal brands, Cheerios. Kate is also the creative force behind Hello, Cereal Lovers, a community dedicated to the love of cereal. Kate’s presentation was a delightful treat for all attendees.
If food is not visually appealing on the Internet, it’s really hard to talk about.
Kate explained that if you’re not liking what you see on the Internet, you’re curating the wrong stuff. As a Community Manager, you have control over the content you create and the way you want it to appear. If you think you’re out of ideas, or hit a rut, look to the Internet for inspiration, there is always something out there to help you…
Get people involved… if you just keep talking about yourself you lose authenticity.
Cereal > Pants
— Hello, Cereal Lovers (@HelloCereal) March 30, 2014
To wrap up the day, Gino Giovannelli of Miles Interactive brought everything together with his presentation, “Developing an Effective Interactive Marketing Strategy and Plan.” Gino has a wealth of interactive experience including: Vice President of Carlson Interactive, Vice President of e.Media Group, founding principal of Miles Interactive, and adjunct professor at the University of St. Thomas. Gino came ready to teach and teach he did.
Interactive marketing. Just call it marketing.
Using his professor mentality, Gino set the stage for his presentation by defining an interactive marketing strategy as, “A set of interactive activities that contribute to accomplishing business goals and objectives.” Attendees learned that in order to execute a strategy, everyone on the team has to understand it, know their role, and actually follow through with their part. Gino stressed that there’s always a balance between “What could we do vs. What should we do,” there’s always more to do than you can do. It takes effort to get unstuck – scoring opportunities on “Impact” vs. “Burden,” and prioritizing from there.
In conclusion, we learned a lot during 2-Day Social Media Training Bootcamp 2014!
“Why do we do social media?
Make Brands Great.”
– Jim Cuene, GoKart Labs
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