Still on a high from our first-ever Social Advocacy Summit, we were thrilled to see RetailTouchPoints’s recap of our event, Social Advocacy Summit: Retail And Facebook Execs Discuss Shift To Converged Marketing. Alicia Florletta from RetailTouchPoints had attended our Summit, saying, “marketers across industries and verticals gathered to learn how to better amplify their brands on Facebook. In addition, event presentations uncovered how the Facebook Open Graph is impacting marketing decision-making and investments across channels.”
Notably, Florletta was mostly interested in how retailers are rethinking their marketing strategies with the influence of Facebook and converged media types in mind. She highlighted the Summit’s second panel, “The Convergence of Owned, Earned and Paid Media,” moderated by Rebecca Lieb with panelists from Facebook, VivaKi, Seamless and Pottery Barn Kids. Lieb opened the panel up by referring to Altimeter’s Converged Media Imperative report and defining media types as:
- “Owned media: Marketing content developed by an organization.
- Earned media: Comments from users on social networks such as Facebook, as well as other behaviors, including “Likes” and shares.
- Paid media: Traditional ads necessitating a media buy.”
Each of the panelists encouraged attendees to embrace the power of their consumers and use the content they create to fuel their converged media strategies. Chris Maliwat, Strategic Partner Development-Commerce at Facebook, added, “today’s consumers are more eager and willing to share brand and product insights across social media, retailers should embrace the instant communication provided via Facebook and other sites to generate ongoing dialogue with followers. Relevant and compelling marketing campaigns will flourish from there.”
Jenni Zaidi of Pottery Barn Kids talked about a recent Facebook Open Graph enabled promotion ran by the brand, revealing, “Pottery Barn Kids experienced a 50-fold amplification of impressions from its baseline…and more than 50% of contest entries were derived from Open Graph messages.”
While some retailers are willing to embrace the shift to converged marketing, some are still trying to figure out how. We hope the Summit, and all of the discussions around the Next Generation of Social Marketing, helped to shed light on this for our attendees and also gave them some key takeaways on how brands are doing it and how they are doing it successfully.
To check out Florletta’s full account from the Summit, you can read her article HERE.
To see the Next Generation of Social Marketing in action, you can watch the full Social Advocacy Summit replay HERE.