Mashable recently hosted a special #Mashies Twitter chat to discuss how to be the best of the best in digital marketing.
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Over the course of an hour, @MashBusiness covered an array of questions, ranging from what the current state of digital marketing, to how brands can most effectively communicate with their audience in a way that feels genuine and authentic.
Several digital marketing experts joined us to share their expertise including: Alex Amado, VP of experience marketing at Adobe; Cammie Croft, deputy executive director of Amnesty International; David Berkowitz, chief marketing officer of MRY; Ellyn Fisher, senior VP public relations & social media for The Advertising Council; Gillea Allison, marketing director of Blue State Digital; Jason Musante, managing director & group executive creative director of Havas Worldwide; Neville Doyle, digital planning director of Colenso BBDO; Rodolfo Salazar, CEO of Ideaworks International; and Susan Lindner, CEO & founder of Emerging Media.
The Mashies will be held at Gustavino's in New York City on Nov. 5. Want to attend? Tickets are still available.
Check out highlights from our chat in the Storify, below:
[View the story "#Mashies: How to deliver superior digital marketing content " on Storify]#Mashies: How to deliver superior digital marketing content Mashable hosted a special Twitter chat to discuss the how brands and agencies can achieve digital marketing success. Storified by Mashable· Wed, Oct 28 2015 19:52:29
The ads you click, tweets you see, and Snapchats you watch are all part of a bigger orchestration called digital marketing. Running a successful digital marketing campaign is the critical backbone to bridging to the communication gap from marketer to millennial. However, the question that seems to warp everyone's mind is: 'What are the key ingredients for "winning" at digital marketing in a sea of competitors?' It's all about storytelling, and how that story drives interest and action in an audience.
@mashbusiness and several digital marketing experts participated in a special #Mashies Twitter chat to discuss how to fully optimize their digital marketing campaigns on social media. Welcome to our #Mashies Twitter chat where we'll be discussing the best marketing practices in 2015. Please introduce yourselves!Mashable BusinessA warm welcome to our marketing experts: @cammiecroft, @dberkowitz, @EllynJFisher, @GilleaA, @JasonMusante, @rokensa! #Mashies (Cont.)Mashable Business(Cont.) Warm welcome to our other marketing experts: @alexamado, @khunsusan, and @1fightingirish! #Mashies!Mashable Business#Mashies tip: Be sure to number your answers according to the question you're answering. (ie., Q1.-->A1., Q2. --> A2., Q3. --> A3.)Mashable BusinessQuestion 1:Q1. What is the current state of digital marketing? #MashiesMashable BusinessA1 Consumers are demanding better, smarter relationships with brands, so brands have to deliver and improve the experience. #MashiesGillea AllisonA1 #Mashies We're at a crossroads. There's a growing dichotomy between work with power & value vs work that is little more than white noise.NevilleQ1 It’s what it’s always been about: finding new ways 2 create meaningful relationships w/ whomever you want, wherever you want #Mashies 1/2Cammie CroftQ1. We just gotta get much better at doing that on Snapchat now :-) #Mashies (2/2)Cammie CroftA1 - and the way that people engage with what they care about is evolving faster than the differences between sectors #MashiesGillea AllisonA1 current state is a trying time. earned media now means little w/o paid, and consumer backlash to paid is strong #Mashies @mashbusinessDavid BerkowitzA1: There are so many options available but it can be difficult to measure accurately and see what works and what doesn't. #MashiesShruti Shah@mashbusiness A1: Thought leaders are becoming digital market leaders rivaling their biggest competitors #Mashies https://t.co/ZmXOf4S6mxJennifer Smiga@mashbusiness A1. It's never been a better time to work in digital marketing with all the platforms, innovative targeting and tech. #MashiesRyan Lytle.@mashbusiness Wow #Mashies, start big or go home, eh? :)
A1: evolving, contracting and expanding. Whatever it does, it does it fast.Gisela D. Sleizer@mashbusiness A1 Digital marketing, like offline marketing, is about relationships. Tech makes it even easier, when done properly. #MashiesLaura PackardQuestion 2:Q2. What are the characteristics of brands that are "winning" in the digital marketing field? #MashiesMashable BusinessA2 They’re timely, relevant, and are building actual relationships with their consumers via data-driven, creative programs. #MashiesGillea AllisonA2. I admire the brands who dare to be different! #MashiesRebecca PersianA2. #Mashies Bravery + curiosity. Mix these with creative selectivity (less is more) & the ability to see opportunities where others don't.NevilleA2: Brands that rise to the occasion at critical moments to say what needs to be heard in a way that we’ll hear it. Ex: #LikeAGirl #MashiesCammie CroftA2 Be nimble.Go to your target even if other brands aren’t there.Talk directly to your target. Test your message/content in advance #MashiesEllyn FisherA2 They hop on moments and can engage with their consumer base in an authentic, non-lame way. #MashiesGillea AllisonA2 Authentic in every sense of word, typically mobile-first marketing approach, and willing to ditch outdated models #Mashies @mashbusinessDavid Berkowitz@mashbusiness A2 Those who are leading change, not just replicating what's been done, while also making actual impact in campaigns. #MashiesRyan LytleA2. True to their brand voice, to their community, are relevant and focus on building LT relationships w/ consumer @mashbusiness #MashiesShayna Macklin@mashbusiness A2: Brands that are successful right now are appealing to the millennials and often work with internet influencers #MashiesBLND PR@mashbusiness Q2 #Mashies #WinningBrands take risks more often moving out of comfort zone transforming what they do through technologyRodolfo SalazarA2. Fast, fearless, and dedicated to measuring outcomes to build future successes. They push themselves #mustnotsuck #knowyourbrand #MashiesSusan Lindner@mashbusiness A2. They're authentic, timely, and they listen. Not just talking at, talking with. #MashiesLaura PackardA2: They put effort (and budget!) into creating great and fresh content.
#MashiesGisela D. SleizerA2- A brand that focuses on engagement, not just follower numbers. Also, one thats willing to think outside the box @mashbusiness #mashiesShayna MacklinA2 Brands who are truly disruptive, and have taken the leap to fully go wild when it comes to #digital ideas in avenues galore. #MashiesYaminy SharmaQ2 Also brands that provide valuable content for their audience/customers. #MashiesShruti ShahQuestion 3:Q3. How can brands most effectively work with their audiences in a way that feels genuine and authentic? #MashiesMashable BusinessA3 #Mashies The most important (& forgotten) ‘C’ word. Context. Know who you are & the role you play in the hierarchy of consumers lives.NevilleA3. 1:1. Create killer experiencess that pple want 2share. If they’re not proud to identify as part of the tribe #youredoingitwrong #MashiesSusan LindnerA3 You can’t fake authenticity but you can fake it ‘til you make it! Listen & learn from your audience to find your true voice. #Mashies 1/2Cammie CroftA3 Another way to say this is w/ the cliche: Don’t be afraid to fail. Or what your mom told you: Practice makes perfect. #Mashies #momsrightCammie CroftA3 Don’t feel like you have to contribute to every trending hashtag; do what makes sense for you, your brand, and your audience. #MashiesGillea AllisonA3 Know your audience - and not just via focus groups. Engage, be honest & transparent, and empower them via social/email #MashiesGillea Allison@mashbusiness A3: personalize, answer individually (tweets/replies), communicate w/consistent brand voice. #MashiesWriterAccess@mashbusiness A3 Brands have a great oppt’y to co-create with fans; passionate engaged consumers will help build yr brand #MashieAlex AmadoA3 stand for something. "If you don't stand for something... what will you fall for?" - @HamiltonMusical. #mashies @mashbusinessDavid BerkowitzA3 don't disrupt and interrupt them- listen to them, find out what they want & need... #MashiesAmanda SublerA 3- Be ok w/ receiving pos & neg feedback. Keeping open communication on social shows authenticity & builds trust @mashbusiness #MashiesShayna MacklinA3 Report back. The worst thing a brand can do is ask someone to do something, without saying thanks or showing impact. #MashiesGillea AllisonA3: If your Mentions and replies are greater than your “broadcast” tweets, you’re on the right track. #mashiesMatt LaCasseA3: You gotta nurture online relationships, offline. Organize events, surprise and delight, etc. #MashiesGisela D. Sleizer@mashbusiness A3 Invite them to create on your behalf – @Adobe does. We even let them mess w/ logo: https://t.co/gAON0TsKe6 #MashiesAlex AmadoQuestion 4:Q4. How can brands effectively meet the needs of its users on mobile apps like Snapchat, Vine or Pinterest? #MashiesMashable BusinessA4 first spend lots of time using them and understand how people use each app. living it comes first, marketing after #mashies @mashbusinessDavid BerkowitzA4: Same way as every other marketing platform. Satisfy their needs/wants. Use each channel’s strengths to do that. #mashiesMatt LaCasseQ4. You have to test different forms of content and measure results to see what receives more engagement. #MashiesShruti ShahA4 Know the channel, what people are looking for, and be real (even if it’s not ‘perfect’). It’s ab community, not transactions. #MashiesGillea AllisonA4 #Mashies Understand what the consumers desired experience is on any given platform & ensure you make it better than if you weren't there.NevilleA4 @garyvee says Jab,Jab,Jab, Rt. Hook. Consistent content w. a cool surprise brings ‘em back. Eliminate every obstacle 2 mobile use#MashiesSusan Lindner@mashbusiness A4 Customers passions&interests don’t change across social networks. Be interesting, relevant and fun everywhere. #MashiesAlex AmadoA4. Create calls-to-action for big events! Like @fissionstrategy and @everytown teamed up to do for the #WearOrange campaign. #MashiesCammie CroftA4 - 1 Asking if the platform is relevant to their brand 2. Not being afraid the test the social campaign waters... @mashbusiness #mashiesShayna MacklinA4 cntd. 3 Doing something before it's been tried and tested, Why be a follower when you can be a leader?!?! Go w. ur instincts #MashiesShayna MacklinA4: Finding brand lovers that are already a big part of that community and empowering them "speak" (truthfully) for the brand.
#MashiesGisela D. Sleizer@mashbusiness A4 #Mashies Understand Influence as the combination of Authority and Notorious ReachRodolfo Salazar@mashbusiness A4 Understanding how each of these platforms work, and creating unique content they can't get from anyone else. #MashiesYelling Mule@mashbusiness A4: Interaction is key on these Social Media outlets, engage your audience with questions or contests. #MashiesBLND PRQuestion 5:Q5. Which platforms do you think digital marketers are not fully optimizing yet? Why? #MashiesMashable BusinessA5 #Mashies Simply put - mobile. It still surprises me how few people are designing their work for the mobile first world we now live in.Neville@mashbusiness A5: Instagram and Periscope - both favored by millennials #Mashies #digitalmarketingWriterAccessA5 Not necessarily ab more; it’s ab being smarter w/ current data/channels. Need to invest in CRM for present/future audience. #MashiesGillea AllisonA5. Everything needs to be mobile. Your website. Your content being viewed on mobile devices. Everything. #Mashies https://t.co/dlJ21yLh7pRebecca PersianA5- their own! Don't build on rented land.. look at what happened to Youtube creators who wouldn't agree to the Red deal.. #MashiesAmanda SublerA5 It all depends on who you want to reach. I think there are huge opps for brands now on @Snapchat, @Tumblr, @Whisper, etc. #MashiesEllyn FisherA5 Marketers aren't fully optimizing anything. a huge opportunity is figuring out how to tap messaging apps #mashies @mashbusinessDavid BerkowitzA5 Twitter. Still struggling to give mkters a real ROI on massive ad spend. Meerkat & Periscope are next. B UR Own Broadcaster #MashiesSusan LindnerA5 #Mashies Integrating content, Platforms and even traditional media leads to optimization https://t.co/5OjF3bV76ERodolfo SalazarA5 And email’s def not dead: how are you engaging with consumers in meaningful way and getting them more engaged via email/CRM? #MashiesGillea AllisonA5. Cracking the nut on messaging apps like @Kik & @WhatsApp w/o breaking the budget. Let’s get on that peeps! #Mashies @mashbusinessCammie Croft.@mashbusiness A5 All of them. We can always get better at optimizing. Anyone who thinks they have it solved are fooling themselves.#mashiesJason Musante@mashbusiness A5: @Snapchat is a huge opportunity for marketers. There's still room to expand on how we can use that platform. #MashiesEmerald PacificA5 #Mashies In a nutshell mobile. Apps, Content, Web are all there now but understanding behavior of the mobile user is not optimized....yetJoel BasaA5 @mashbusiness - let's be different and go with mobile gamification! So engaging yet so underused (in our opinion) #Mashies #gamificationBodhi & Be Marketing@mashbusiness A5 Get smart w/ a DMP. Engaged consumers come from relevance; DMP helps you find your audience & reach 'em.#MashiesAlex AmadoQuestion 6:Q6. What tools or services would you recommend brands and agencies explore for better tracking and engaging consumers? #MashiesMashable BusinessA6.#Mashies I like: @SlackHQ to add agility to your internal culture, @percolate to manage the process, @shuttlerock for content aggregationNevilleA6 More brands are now using https://t.co/TZRKVP5VUm to engage with consumers/advocates. Easy tracking, numerous APIs, secure #MashiesGillea AllisonA6. Not really a tool/service -- but moving your PR/Marketing in-house rather than through agencies #Mashies https://t.co/gppSQ5MKxwRebecca Persian@mashbusiness A6 #Mashies we are happy customers of Fan page Karma https://t.co/nY0CfdgJbd and Agora Pulse https://t.co/LUP4fWV9NNRodolfo Salazar@mashbusiness A6: Get humans with personality to manage accounts and engage! #MashiesJennifer BakerA6 Infrastructure matters. Don’t try to do it all alone. Percolate, Spredfast 4 social, @EliteSEM for Digital Ad/SEM #Mashies @mashbusinessSusan LindnerA6. I’m digging @Crowdtangle, @ActionSprout, @attentively & @optimizely. It’s a proven power-combo for raising $ for social causes. #MashiesCammie CroftA6 On social: we use many includng @SproutSocial @Crowdtangle and platform audience insights/tracking are constantly improving #MashiesGillea AllisonA6 @AdCouncil We really like @crimsonhexagon and @Sysomos. Also @percolate is awesome for social content management. #MashiesEllyn FisherA6: @mashbusiness We love @keyholeco to track/connect with influencers within event hashtags! #MashiesWriterAccessA6 lots of tools fit specific purposes like @crowdtangle for tracking viral content & @getchute for tracking, managing imagery #MashiesDavid Berkowitz@EmeraldPacific A6: Thanks! Tools are great... but it doesn't replace human interaction #mashies @mashbusinessJennifer BakerQuestion 7:Q7. What are the biggest marketing mistakes that can be avoided? #MashiesMashable BusinessA7 Biggest mistake? Treating consumers like ATMs. Can’t just come back to people when you need them - it’s a relationship. #MashiesGillea Allison@mashbusiness A7. Easy: avoid the mistake of being too cautious; great marketers take risks and experiment. #Success #FailHard! #mashiesAlex AmadoA7 #Mashies Forgetting that digital is just a canvas, not the solution. Too many confuse 'being first' with real purpose or value.Neville@mashbusiness A7: The number one mistake to avoid is to stay away from copying the rest. Stay unique and success will come #MashiesBLND PR@mashbusiness A7 Not researching what consumers actually want, and giving them what you think they want. #mashiesEveryMerchant.comQ7: Sharing too much content about your brand/products and not enough resourceful information for your customers. #MashiesShruti ShahA7 Still having a campaign mentality... you need to think beyond a few months to develop a last relationship with consumers #MashiesAmanda SublerA7 Not doing your homework: know ur audience, culture, national preferences, brand values. Never skimp on analytics. #Mashies⁰ @mashbusinessSusan Lindner@mashbusiness A7 #Mashies it could be amongst being unprepared, being a knower not a learner or not having clear objectives and goalsRodolfo SalazarA7 biggest mistakes: thinking you know more than your customers & taking your customers/target consumers for granted #mashies @mashbusinessDavid Berkowitz@mashbusiness A7: If you're going to be active on a platform, your audience will expect you to respond. Be present. #Mashiesjill mcfarlandA7 The biggest mistake is when you don't think about your target & how/where they will be most receptive to your message #MashiesEllyn FisherA7 biggest mistakes: thinking you know more than your customers & taking your customers/target consumers for granted #mashies @mashbusinessDavid BerkowitzQ7. @Dominos has done an incredible job connecting back to that value prop. Better pizza you can now order w/ an emojii! #Mashies (2/2)Cammie Croft.@mashbusiness A7 I'd add that being sexist/racist/anythingist is an all-too-common avoidable mistake for marketers #MashiesDavid BerkowitzA7 And don’t lose sight of goals by always going after the new sexy thing; mktg is ab building relationships. Dont get distracted. #MashiesGillea AllisonA7. For businesses it's not investing enough in your team. We need money & resources to make marketing happen #MashiesRebecca PersianA7: Not listening to what your customers really want, and 'feeding' them the content that you want #mashies https://t.co/EqtmGFIMN7Irina Iancu1.Not doing ur research 2. Not testing something out 3.Not taking a chance on a new idea 4. Not being afraid to fail @mashbusiness #mashiesShayna MacklinQuestion 8:Q8. What final tips do you have for brands to deliver superior digital marketing content? #MashiesMashable Business@mashbusiness Be timely. Stay on top of daily trends & news. React faster than your competitors. Innovate by the minute & have fun. #MashiesJake CounselbaumA8 #Mashies Attract and Connect is way better that to pursue and convince #DigitalStrategy https://t.co/052aLGZ90lRodolfo Salazar@mashbusiness A8: be bold, be authentic, and be genuine. People don't want to be sold to, they want to engage with you. #MashiesEmerald PacificA8 Just be true to the voice of ur customers. At the end of the day, they r the reason we do all of this amazing content creation! #MashiesShayna MacklinA8 Be authentic, meaningful, act on your data, and give your people something to do that builds the relationship #MashiesGillea AllisonA8 Don't be afraid of social media, it's a form of communication, not a fad. Embrace it, study it, and use it fearlessly. #MashiesKristin Van Ram@mashbusiness Final marketing tip: Take risks, embrace new tech, have fun and measure EVERYTHING. #MashiesAlex Amado@mashbusiness Remember: while a ton has changed in mktg, the core remains: great insight, amazing creative, and right audience. #MashiesAlex Amado@mashbusiness A8 Stay committed to your brand, know your voice and don't lose it #MashiesBLND PRQ8: You have to evolve to stay relevant but still be true to your brand's mission. It can be hard to find that balance. #MashiesShruti ShahA8 - Have a content strategy- write it down and refer to it often! Who do you want to target, why and how #MashiesAmanda Subler@mashbusiness A8: To deliver superior digital marketing content include your audience in the process. UGC = more engagement. #Mashiesjill mcfarlandA8Plan. Create guaranteed content & leave room for improv. Challenge yourself w audacious biz & creative goals daily #Mashies @mashbusinessSusan LindnerA8 #Mashies Give more than you expect back. Take a position that matters, above just having a positioning. Be part of what interests people.NevilleA8 #Mashies Knowledge is the only resource that multiplies the more we share it #DigitalStrategy https://t.co/GY7EI4K3GZRodolfo Salazar@mashbusiness A8. Never underestimate the power of GOOD content! It can promote, inspire, and educate like no other medium. #MashiesBodhi & Be Marketing. @mashbusiness A8: Know your audience and customize your approach. #mashiesBrittany S. FrenchA8 #Mashies All Marketing = Digital Marketing. Your Audience = Digital Audience. Don't attach "digital" after the fact...Joel BasaA8 Tell the right story on the right platform.What you post on Tumblr won't work for Pinterest. Don't broadcast your msg.Target it! #MashiesEllyn Fisher@mashbusiness Speak truthfully! Deliver real value and people will engage! Remember: there is an actual person reading that! #MashiesWelcome NetworksA8: Dare. Invest. Go nuts. Trust your gut. Test. Go live. Enjoy. And do a post-mortem. #MashiesGisela D. SleizerClosing Comments: @mashbusiness thanks for having us #MashiesDavid Berkowitz@mashbusiness @khunsusan @1fightingirish Thanks to all of you - Tons of great ideas! #MashiesAlex Amado.@mashbusiness Thanks @Mashbusiness & @Mashable for hosting! Insightful and inspiring (don't laugh, I mean it) Thanks Panelists #Mashiesjob0t#mashies @mashbusiness Thanks for an awesome chat! Tweet me a question, or let's eat some chocolate for #NationalChocolateDay together!Susan Lindner@mashbusiness Thanks for the invitation to share! you guys are awesome!Rodolfo Salazar@mashbusiness First time to chat- thanks for a great hour of insights! #MashiesAmanda SublerThanks @mashbusiness and everybody else for a great #mashies chat!Gisela D. SleizerThank you for this incredible exchange! #funtimes #mashies @mashbusiness https://t.co/AkiNOGzJp9Tonia WeitersExcited to join in on the #Mashies chat on #digitalmarketing . Some really inspiring & insightful content being shared. via kvanramlovette jam@mashbusiness you nailed it! thank you :-)Cammie Croft@mashbusiness The chat was good and quite informative. #MashiesSushant Kumar@mashbusiness Thanks! It was fun!! #MashiesEllyn Fisher