Nathaniel Perez, head of social marketing for SapientNitro, shares his insights on where marketing and technology are taking companies. He’ll also talk a little about how SapientNitro is challenging the way you look at education and just how they’ll be involving you in SMWNYC.
How did SapientNitroSM get involved in Social Media Week?
This is SapientNitro’s second year participating in Social Media Week NY and our first in DC, Miami, and San Francisco. The organic, collaborative approach of the festival draws people who are truly passionate about the space and are shaping its role for tomorrow. The quality of the content, the speakers, and the attendees is first class. But it’s the spirit and energy of the festival and the connections we make that bring us back.
SapientNitro has been involved with SMW NYC in the past and is continuing their involvement in SMW NYC’s Social & Environmental Change space. How is social change a part of your ethos/culture?
SapientNitro has a human-centric mindset: from HR policies focused on human capital, to deep research skills in human-centered experience design and anthropology, to social experience. Our people are organically and heavily involved in social change and social good activities. In addition, we often takes on pro-bono work that is aimed at leveraging digital for social change, such as Malaria No More and Communication Shutdown (global autism campaign). We pride ourselves in having the heart to apply our digital skills to effect change. And we do so at SMW again, hoping to create change through a dialogue about the very things we do.
SapientNitro is a leader in integrated marketing & technology. What interesting trends are you seeing in this space and where do you see it going in the next few years?
The next few years will not only be about harnessing Big Data, but about monetizing it. Transformation in the creative, social and digital media arenas will be required in order to make media much more reactive to trends, which we will soon be able to analyze in the moment. There will be a reversing of the social engagement model, widely moving from reactive to proactive models, with live insights always on tap.
As an international brand, what differences do you see in these trends across cultural borders and how does Sapient incorporate this into your strategies?
Technology today is the expression of human and advertising behavior. As the technology and audience landscape vary dramatically across regions, we are seeing different patterns of digital and social ecosystem formation. We study human behavior across cultures, understanding the differences in passions and pathways to engagement. Once we understand what relevant technologies will lead to the expression of local behaviors, we can activate locally relevant strategies successfully. That being said, the trends we see are global. The approaches we envision to monetize them are also global. Different regions will however require implementations that are locally sensitive, especially to language, linguistics, media behavior, social networks, social data sources and technographics.
Can you give us a sneak peek at what SapientNitro has in store for SMW NYC?
On Tuesday, Feb 14 we’ll be leading a discussion in the Social & Environmental Change hub about the Classroom of the Future. Through a series of group exercise, videos, and discussion around new ways to get students the resources they need, we’re going to ask these innovators to envision a futuristic classroom – and we’re going to ask you to help. By the end, we want everyone to have a vision of what a socially empowered, and more equal, educational system in American could look like.
On Thursday, Feb 16 in in the same hub, we’re going to bring history to life. We’ll assemble some of the voices of both Berkeley and Zuccotti Park and explore how technology has, or hasn’t, changed social mobilization and protest over the course of 40 years. We’ll look at images, video, hear stories from the protestors, as well as members of the media, to understand how much the dynamic of civic movements has been affected by the technology boom. We want good, healthy debate, so we’ll provide opportunities for our speakers to challenge and learn from each other, as well as from you.
What are you most looking forward to regarding participating in SMW NYC again?
Creating experiences that spark dialogue and connections, long after the festival ends. (And, we admit, the closing party is a hoot.)