OMMA Global Day 2 Recap: Viral Video Success and Facebook Fan Value
The buzz and engagement continued on Day two of OMMA Global. The OMMA Social Track was a great place to camp out for the day. Panels and presentations explored the use of social media and how to leverage it best for different companies’ needs.
Joshua Brandau, media director at Pereira & O’Dell, and Dan Greenberg, CEO at Sharethrough kicked off the Social Track with the first presentation of the morning, “From Creative Idea to Viral Success: A Look at How Three Brands Made Their Content Social.” Through case studies from Muscle Milk, Lego and Captian Morgan, both Dan and Joshua provided insightful tips on how to create a social video that will have viral success. Among the most important elements he said is the content. The content must provide value – humor, inspiration, education, etc – in order to ensure the audience proactively spends time with your brand. This we couldn’t agree with more, after all, content should provide value since engagement is, in part, a value exchange. He went onto say, video content is a hyperbole of your companies’ brand, so Dan and Joshua encouraged companies to understand what your brand is in a “super-nuanced” way and then choose one of those characteristics to make an extreme version of in the video. We agree whole-heartedly that companies must understand their own brand, and what better feedback than listening to what is being said and applying those insights to inform business decisions and future campaigns.
Justin Kistner, Webtrends; Eric Ludwig, Rosetta Stone; and John Underwood, Adgregate Markets, kept us hooked in the afternoon with the presentation “You’ve Got Fans, Now What?” The powerful statistics Justin shared reinforce the importance of listening to what your fans and customers are saying (i.e. 83% of Facebook fans say they want exclusive deals). While the focus in the past has been getting more and more fans, companies are now asking what the ROI is, something that has been an ongoing challenge in the social media space. Interestingly, John Underwood also noted that retail brands have started to launch Facebook stores as an extension of their online stores and analysts project $30 billion in Facebook store commerce by 2015, up from $0 last year. This will further emphasize the need to understand customer interactions and conversations across online across. This reinforced a key theme we heard on day one—Integration. Brands need to have a holistic insight into interactions so they can create more meaningful engagement.
Justin also emphasized that the focus now needs to shift from acquiring customers to nurturing customers and building a relationship with fans. He stated wall posts should also engage fans, and prompt conversations and interaction to ensure your company’s page continues to show up in news feeds and elicits even more posts and comments from your fans. His closing point was: “ENGAGE. Facebook unlocks a value we’ve never had before, so listen to your fans and use this space to test content, ideas, and designs.”
The day ended with our own Eric Forst joining the panel, “Turning ’Like’ Into Money: Making Sure Social Media Fandom Impacts the Bottom Line”. The panel was very interesting and was a great follow up to You’ve Got Fans, Now What? It was great to hear four different perspectives about the meaning and value of Facebook fans. See our blog with more detail about the panel here .
All in all, it was another great year at OMMA Global and we’re already excited to see what next year will bring.
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