Brand POV on Content Marketing: Brian Becker of JPMorgan Chase Joins #SMWNYC

When it comes to brands creating engaging content, the stakes have never been higher. The growth in programmatic and in ad blockers means that content needs to be at Hollywood-scale and cost half the price. That means that brands, agencies and publishers need to prove that the level of investment in content is worth it.

Brian Becker, Executive Director and Head of Newsroom at JPMorgan Chase will provide insights into his team’s strategic thinking during this session, and discuss how they make well-informed decisions in the current content marketing landscape.

Register for your SMW New York Pass to hear this session!

Brian coordinates company-wide content strategy and operations, including managing customer engagement projects and underlying business objectives. In his time at Chase, he has cultivated new opportunities around social media and evolved existing strategies on large properties like Chase.com.

He also creates and manages governance models and works internally to advocate for the research, production and distribution of digital content to modernize the organization’s approach to marketing.

Brian’s session, “The High Stakes Of Content Marketing As Seen By A Brand, Agency And Publisher” takes place Wednesday, February 24 at 2:30PM at The TimesCenter (FWD Stage).

Putting Your Brand at the Center of Storytelling with Sam Olstein, GE’s Global Innovation Lead

Entertainment, experience, and authentic engagement can transform brands in the eyes of fans. Today’s Millennials are hungry for stories that are relevant to them, and they don’t want to be sold to. Instead, they want to be active participants with a direct connection to their favorite brands.

At General Electric, there’s an ongoing goal to foster global innovation on new digital channels, and introduce the GE brand and story to new audiences. Sam Olstein (Global Innovation Lead, General Electric) will participate at SMW New York to discuss insights on community management, the power of social influence, and how mobile technology facilitates “advertainment” in today’s digital ecosystem.

Attendees that register for SMW New York and attend this session will learn how to use content and stories to reach and engage a Millennial audience, the differences between a welcomed entertainer versus an unwelcomed sales person, and the keys to find and work with the right influencers for your brand.

This session, “Your Brand, Their Story: Exploring The Shift In Content Creation And Consumption” takes place Friday, February 26 at 9:00AM at The SVA Theatre (EDU Stage).

Image Credit: USC Annenberg

The Rising Value of Social Media and Live Events: Atlantic Records’ Conversation at #SMWNYC with Camille Hackney

According to a recent study, 70% of Millennials feel that social media improves the live music experience, and the majority of Millennials will take part in sharing music moments on social media while attending a live event. In fact, most Facebook users prefer their newsfeed to show their friends at live events and experiences over anything else.

So, when does social belong in the music experience – before, during and after the show – and when does it not? When do brands belong in the social exchange? What content is really being watched and appreciated? How can and should the artists themselves take part – and in what channels and communities?

Atlantic Records is a staple record label with artists new and old. Their musicians range from ABBA, Foreigner and Bette Midler to Alt-J, Frightened Rabbit, Coldplay, Bruno Mars and Ed Sheeran. One of the leading minds of Atlantic Records is Camille Hackney, EVP Brand Partnerships & Licensing.

Camille will join us for SMW New York to discuss when and where social belongs in music and the industry, and whether or not social hurts the live music experience all-together. This session “How Social Has Rocked The Live Music Experience” will take place on Wednesday, February 24th at 4:30pm at the TimesCenter (FWD Stage).


★ Register today by purchasing your pass ★


About Camille Hackney

“Camille Hackney, the EVP Brand Partnerships & Licensing of Atlantic Records cultivates these relationships between the two worlds of artists and brands then brings together in a cohesive, wonderful campaigns and partnerships. Atlantic Records is a prominent recording label and needs the best to help maintain their reputation. Camille is the person behind pairing the right music to the right campaigns. She elevates her artists by negotiating deals that puts them into the spotlight of commercials, brand sponsorship and to compliment the brand will help sponsor tours for the audience.

Before Atlantic Records she worked for a label that is now known as Elektra. It was originally a boutique record label called East/West. She started right as Digital Marketing and Branded Content started to emerge. She jumped over to Warner Music and did a year and a half stint there before she went back to Elektra before they merged with Atlantic Records. She decided to work with the Atlantic side and used her knowledge to build a top notch section for partnerships and campaigns for their artists.” (via Atlantic Records)

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass. You can also save 20% until January 14th!

Image Credit: Billboard

Become A Cult Brand With These #SMWNYC Sessions

Today’s wave of cult brands – Uber, Warby Parker, SoulCycle, Tinder – are using the basic principles of branding and taking it to the next level by creating on-demand apps, social followings and customer incentive programs that breed extreme customer loyalty and fanaticism. These brands create experiences so transformative and disruptive, that once a consumer tries them out and likes what they see, they never look back. What’s more, they become their biggest champions.

Find out what it takes for your brand to succeed with these #SMWNYC sessions:

1. Tapping Millennial FOMO: A Brand’s Guide to Relevance Beyond “Real-time Marketing”

Tue, Feb 24 — 10:30 AM – 11:30 AM
From tapping into “FOMO,” to understanding teen etiquette on platforms like Instagram and Snapchat, attendees will learn how to integrate new millennial insights into their marketing plans, and offer a new real-time playbook for social media marketers.

2. From Fans to Advocates: How to Build Community and Grow #BrandLove

Tue, Feb 24 – 1:30 PM – 2:30 PM
Join Hootsuite for an interactive session discussing the best practices and real-world examples of how a strong community of fans and followers can become a powerful tool in activating others to get involved and fall in love with your brand.

3. Swipe Right: What Tinder Can Teach Brands

Tue, Feb 24 – 5:00 PM – 6:00 PM
Peer through the window into the microcosm of human behavior that exists behind the walls of online and mobile dating services, and ultimately reveal how marketers can connect with their audiences in a more meaningful way.

4. The 10 Rules Of An Open Brand: Evolving With Your Customers and Industry

Wed, Feb 25 – 12:30 PM – 1:30 PM
This presentation provides guidelines for companies to use in establishing themselves as an open business; one that can build meaningful relationships with peers and consumers, and adapt and thrive when faced with change.

5. Cult Brands 2.0: How Today’s Top Brands Breed Loyalty and Fanaticism

Fri Feb 27, 9:00 AM — 10:15AM
On this panel you’ll hear from several masters of Cult Branding 2.0 themselves, who will showcase how marketers can cultivate brand loyalists.

6. Brand Reputation Management: Tactical Ways to Build an Army of Advocates

Fri Feb 27, 10:30 AM — 11:30AM
Learn the importance of brand reputation, the factors that impact brand reputation and what you can do to manage those factors and tactical ways to build an army of advocates for your brand.

7. People-Powered Marketing: A Crash Course in Putting Consumers at the Heart of Your Brand

Fri, Feb 27 – 10:45 AM – 12:00 PM
In this session, you’ll learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.

An Interview with Mike Hemingway: the Man Behind Dove’s “Campaign for Real Beauty”

Mike Hemingway has been in communications and advertising for over 30 years.

In the 1980s, he worked at two of London’s most famous Advertising Agencies: Collett Dickenson Pearce (CDP) and Boase Massimi Pollit (BMP). His award winning accounts included: Fosters, Wrangler, Cinzano, Barclay’s Bank, Martell Brandy and Hamlet.

In 1990, Mike joined Grey Advertising in London as Vice Chairman, and led the team that launched and positioned Pantene as “Healthy Hair and Pro-Vitamin.” It was this move that catapulted Pantene to worldwide leadership in the hair care category, where it remains to this day. Mike also worked on Covergirl and their fragrance collections.

In 1995, Mike pitched for the worldwide Mars Confectionery business which he won. As a result, he was asked by the Mars Family to create a seminar for Mars Associates and their Agencies called: “How to Create Award Winning Effective Advertising.” Mike ran this seminar in over 20 countries around the world.

In 2000, Mike was invited to join Ogilvy and Mather New York to work on Kodak. While there, he helped to create the “Share Moments. Share Life” campaign. In 2003, Mike took over Ogilvy’s Unilever business, Dove, and led the team that created the Dove “Real Beauty” Campaign. This now iconic campaign led to incredible sales increases, whilst pioneering new concepts in “Equity Innovation” and “Mass Media.” Dove’s “Campaign for Real Beauty” is now the most awarded advertising work of the 21st century. Mike continued to lead the Dove Team until 2009, when he left to start his own business: Brandhunger.

Through his Brandhunger website, as well as his many speeches and specific client assignments, Mike helps companies and well known personalities incorporate social responsibility into their mass communications. He has also become an inspiring speaker. His newest speech is called The Rise of the Citizen Consumer.

A father to four sons, Mike authors illustrated books which he hopes will inspire parents and children alike. They are available free, on the internet. You can find Mike here.


Mike, does authenticity belong in any conversation about social media?

Authenticity is really only referenced in social media in the negative. For instance: “The jeans he bought were not authentic. They were Levi’s imitations.”

How do you define a brand? How do brands differ for genders?

This is the 21st century definition of a brand: A brand is an opinion. An opinion about your category that the customer finds personal and important. Brands are different for men and women. Men’s brands are mainly about the quality of the present. Women’s brands (mothers) are mainly about the quality of the future.

How do you advise companies to use social media in building their brands? Who is doing it best right now?

Companies need to realize that consumers have an equally keen interest in what they do, and why they do it. Motive is important. A brand is about motive. A product is about persuasion. Social media is the best way to get a brand’s motives into the public space.

Why isn’t Coke a brand? What do you think of Coke’s new ads to address obesity?

Check the definition of a brand, as stated above. Coke is discussing the key issue that is most important to their key purchasers (mothers). Obesity. Coke was a brave and great company once and are back to being that brave and great company again. They need to be congratulated. In many companies, passion is used and overused. Passion this. Passion that. But Hitler had passion! Compassion is really what’s needed. That one syllable “com’ states the direction of the passion… “for others”. Great brands put themselves second, and their consumers first.

Why doesn’t cause marketing work?

Cause marketing works in terms of increasing the overall knowledge of the true soul of a company. But in terms of sales and persuasion, cause marketing does not add specific enough information for the consumer to make a choice. For instance, the great work Bill Gates does on polio and other causes does not help Microsoft in terms of either share or affinity.

You’ve led some incredibly well-known campaigns. What is your strategy for success?

The key to success? Get to know your consumer really well. Fall in love with them. Never show them a mirror of themselves, but offer them a window to look through, to a place that is happier and achievable! Remember, we all have more in common with people who haven’t won the lottery, than with people who have. Don’t insult their intelligence and don’t dumbly overpromise.

What is “coliseum culture” and how does social media play into this?

The coliseum was built in Rome by the emperors for the citizens to witness gladiator fights. When one gladiator was defeated, the other gladiator would look up to the spectators and they would give the losing gladiator a thumbs up or a thumbs down. If it was a thumbs down, the gladiator would die. This power made the spectators feel they had some power, and made them feel better about themselves. Schadenfreude. Reality programs are the same. There is an elimination process, and the viewer sees the pain or joy of the contestants in close up! All of these contest reality programs have the same theme of elimination. Social media discussions give the public of sense of importance. (When, in fact, they are just pawns and unimportant in the eyes of the media owners.) Facebook and Twitter give the public the same false sense of importance.

What do you predict to come down the digital pipeline over the next 5-10 years?

The word digital will vanish from our vocabulary; just a turbo has vanished from the car market. What isn’t digital these days? The next “big thing” will be virtual reality for the masses.

 

Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Lisa currently works as an Assistant Director in Alumni Relations at Dartmouth College. She has been published in US News and Forbes. You can follow her on Twitter.