Gordon Peters, Social Cash
How should brands get involved in conversations?
– Hyper-targeted ads – platform (eg Facebook ads targeted to user, interests)
– Hyper-targeted ads – applications (eg putting one’s friends’ pictures in the ad)
– Branded Apps (eg Timberland Earthkeepers app to help people save the earth, planted 100K trees,
happened through viral growth)
– Fan Pages
– Social Groups
Must be fun, must have a different tone than there is in traditional media.
1) Define clear, measurable goals
2) Try multiple avenues, built a portfolio
3) Don’t fear the mob, cede some control
4) Leverage key metrics to drive growth
5) Test, learn, iterate