NJI Media Does Social Media Week NYC

Jeffrey Hubbard

Category: Strategy

02.22.2013

What does bourbon infused chocolate have to do with digital media? Nothing, but I almost ate a whole brick of it at NYC Social Media Week’s opening night party. Oh, and I washed it down with Brooklyn Brewery beer, which was flowing and kept the crowd talkative when they weren’t chowing down on Whole Foods hot dogs.

So, here we are with digital content about non-traditional digital products. This is how brands are winning new customers—content. Why am I talking about bourbon infused chocolate? Not only is the product delicious, but also I know my friends like bourbon, and I bet they don’t know this product exists. In a word, the experience was sharable.

NJI Media attended a number of panels, events, and meetings over the week to learn about emerging technologies and best practices, but the core take away is content, which has always been king. We have learned this maxim from Mad Men—every brand has a story to tell, but how that story is told is changing.

Digital is an evolving platform that allows companies to speak directly with their customers, both in a national and local voice. A great example of this type of brand communication is Taco Bell. Most importantly, brands are able to connect with friends of customers, but this is only accomplished in a meaningful way if the fan shares the content organically. From global brands to start-ups, the content that is generated needs to be shareable, and brands need to use social media channels in the same way that individual users do.

A brand, by utilizing social media as a typical user, is able to share content and build a brand persona. If a brand constructs a persona that fans can engage with, they are more likely to help their friends by sharing products or services that make their lives easier. Bring the story of your brand to life through images and facts about the company that humanize the brand and its products.

A great example of how to execute this tactic can be found with GE on Buzzfeed. On this platform, GE buys advertisements not in the form of banner ads, but in sponsored content. The key is that the content is high-resolution images of their turbines or aerial shots of their facilities. In other words, cool content that’s branded and being shared organically through social media channels.

With my friendship, you not only get access to my charming personality, but you also get updates about gentlemanly products. What do your fans access by following your brand on online channels? If it’s bourbon based, let’s talk.

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