Brands want to create compelling content: posts shared on social platforms that capture the cultural zeitgeist and aim to keep a brand relevant. But cutting through the noise is not an easy task. These real-world practitioners will tell you how the best brands are making it work at Ad Age’s Digital Conference. Save 10 percent with code GIGAOM.
Gary Vaynerchuk, CEO and founder, VaynerMedia
Gary Vaynerchuk wears many hats — entrepreneur, author and investor — but he spends the bulk of his time running VaynerMedia, a stealth agency that works with major brands on developing these micro-content strategies, and developing the new standards for storytelling in a world of gifs, Vines and ephemeral photo sharing.
Anna Russell, general manager of Brand Marketing, Audi of America; and Aaron Shapiro, CEO, Huge
This client-agency duo made their mark during the 2014 Super Bowl, launching a first-of-its-kind Snapchat campaign. Now they’re focused on experimenting with content specially design for emerging platforms and new social-mobile networks.
Debra Aho Williamson, analyst, eMarketer
An industry analyst, Williamson is honing in on one key element for brands that can determine the success or failure of new media content strategies: defining what it means to market in real time and, how it fits into the brands’ overarching marketing plan, and determining the right moment to join the conversation — if it’s really worth the hassle at all.
Steve Baer, managing partner, Code + Theory; and Shaun Nichols, VP of Integrated Content, Dr Pepper Snapple Group
Youth brand Dr Pepper is focused on creating unique, compelling content to stand out from the crowd in the overwhelming sea of fleeting tweets and Facebook posts. The leaders behind the strategy share their experience in building relationships with talent, while maintaining authenticity and staying nimble.