John Bohan, CEO and Founder of Socialtyze, recently attended the Videonomics Summit in Santa Monica, where a collection of the industry’s leading marketers gathered to take an in-depth look at the emerging trends in video marketing. In a wide ranging discussion these executives tackled everything from content creation to emerging platforms, cutting edge tools to new influencer partnerships. John was on hand to interview these thought leaders in a six part series.
Shannon Pruitt, President at The Story Lab NA, talks about what influencer marketing will look like over the course of the next two years and how influencers will continue to grow on platforms that don’t even exist yet. She shares her views on how brands can adopt new audiences while driving sales and tracking ROI.
Lily Knowles, VP of Marketing at Vizio, talks about the change of content creation and consumption over the past few years. She explains that everything comes down to three tenants: time, money and people. By using social listening, brands are able to monitor and understand fan sentiment and prioritize which trending topics to tackle. Through utilizing genuine fans, you are able to find the crossover between an influencer’s fans and a brand’s fans, giving the shoppers and fans what they want. You need to keep it simple, don’t over think it.
Raakhi Agrawal, Digital Strategy Marketing Manager at Nestle, shares her insights on efficient content creation in the digital age. Between day-to-day social creative needs, and large tentpole campaign creative, Agrawal explains how Nestle has structured their agency relationships to maximize efficiencies.
Noah Lomax, Global Consumer Social Strategy Manager at HP, discusses how his team has leveraged influencers to market the value of print in an increasingly digital first market. Using a mix of celebrity and mid-tier evergreen influencers, the team allowed these passionate content creators to tell HP’s brand story in authentic and interesting ways. Perhaps most importantly, Lomax explains how his team measured the success of their influencer initiatives.
Rah Mahtani, Digital Communications Manager at Jack in the Box, discusses why scaling influencer marketing programs is important. He says, that celebrity influencers are important for triggering a conversation, and to keep a conversation going and sustained, to utilize micro-influencers.
Jeff Pray, SVP of Starcom USA, shares his process of running ads to various targeted audiences. Jeff discusses the the importance of brand integrity with influencer marketing and stresses why creative is vital for any marketing campaign.