SMW Panel Recap: Tech Untangled
The ever-increasing pace of social may make it seem like content is ephemeral, with this comes a naïveté in navigating today’s marketing landscape.
Our Social Media Week panel explored how companies can move forward on their business objectives, and go beyond simply covering their tracks to allow for innovation and killer creative to take the spotlight.
Panelists hailed from a range of backgrounds (from L to R):
Vejay Lalla, Partner at Davis & Gilbert LLP
Tom Chernaik, Co-Founder of Cm.ply
Tarah Feinberg, CMO of KITE
Marty Glovin, CPO of Marden-Kane Inc.
The amount of data brands collect today is insane; every time consumers engage with a marketing campaign, they sometimes unknowingly provide valuable information about their behavior. For transparencies sake, our panelists emphasized how companies need to be up front with their customers regarding the information they plan on gathering and, in turn, communicate those plans in an easily digestible fashion.
Read on for a summary of highlights.
Acceleration is Key
By running an accelerator program, or using a company like Feinberg’s KITE, companies have their hand in emerging tech—they are tapped into all that is up-and-coming. These streams of connectivity allow brands to establish partnerships with startups at the beginning stages. Feinberg gave the example of Unilever and their early involvement with the recipe site, Yummly. Since Unilever contributed to Yummly’s first round of funding, they then had the ability to plan a multiyear strategic roadmap incorporating the new technology. Now we see that materialized as Hellman’s-branded recipes, and it’s all done in a very transparent fashion—a win for native advertising.
The best way, according to our panel, to avoid facing regulatory scrutiny is to “mitigate risk,” which is sage advice, but what does that mean in practice? In order to mitigate risk, brands and agencies should plan in advance whenever possible. Lalla explained that getting lawyers involved, as early as the storyboarding stage, ensures the necessary communication is put in place so consumers understand what they are opting into.
"Kim Kardashian receives about $10,000 a tweet," explained Lalla, brands should tread carefully and fully flesh out the implications before pressing retweet. That theme of taking a second to step back came up repeatedly, as Glovin explained how he often has to steer brands away from the newest shiny object: "Maybe doing a Snapchat contest isn’t the best idea."
Another way to mitigate risk is having effective systems set in place within your organization, enabling Oreo-type moments. Chernaik mused that the real lesson behind the now famous Oreo moment was the fact that executing The Daily Twist program every day, established the necessary approval streams for nearly a year before the Super Bowl.
Compliance Made Simple
KITE is helping to untangle tech, and have created a mobile app that makes it easier to discover, evaluate, and engage with emerging technologies, platforms, and media.
This week, they took a look at the social compliance companies helping regulated industries engage meaningfully with consumers while upholding industry consumer/patient confidentiality standards.
One highlight was Gremln: a social media management startup with a robust compliance toolbox that includes one-click content filtering, quick cross-departmental approval functionality, and an easy-to-use archiving tool.
All of these tools are accessible through a dashboard that displays customized compliance options based on the user’s position level and department. The filtering tool lets businesses specify restricted keywords and phrases to ensure that every post, no matter who created it, meets SEC, FFIEC, FINRA, or HIPAA regulations and remains on message.
The archive keeps watch over every social post from the last ten years, turning social content into a flexible, searchable data set revealing actionable audience insights and save valuable time during audits.
To learn more about KITE, visit http://getKITE.co.