The Association of National Advertisers (ANA) is the advertising industry’s oldest trade association, founded on June 24, 1910 in Detroit, Michigan by 45 companies to safeguard and advance the interests of advertisers and consumers. ANA Today Insights is a newsletter that provides market information on indispensable business insight, collaboration opportunity & industry advocacy. Visit the ANA web site for more information and how to become a member.
In a world dominated by social media every marketer is now a publisher and every publisher is now a marketer. Mass socialization is taking place, with consumers spending more than six hours per month engaged in social media. Fifty-five percent of U.S. adults have a Facebook page today. This rise in consumer conversations means that people are listening to what brands say and how they respond to consumer issues online. When organizing internally for social media, marketers have to first fight the myth that it “can’t be done.”
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Tom Bacon, VP Marketing, VTech, Taddy Hall, COO, Meteor Solutions (@meteorsolutions), and Steve Fowler, VP Strategy and Client Service, Ayzenberg Group, presented four steps to successfully monetize your “Social Media Graph.” Tom Bacon at VTech also shared a case study of VTech’s social media campaign targeted at music aficionados and illustrated with real-world examples about how the right strategy, content, and tactics can make your next social media campaign a huge success.
Discover your “social media graph” by identifying the influential brand advocates generating the most site traffic, the engaging content elements fueling word-of-mouth referrals, and where and how the referrals and link sharing are occurring. Follow these four steps when monetizing your social media graph:
- Research: Determine who the influential enthusiasts are, what content is driving the viral activity, and where the sharing is occurring.
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