Learn How To Effectively Monitor Your Audience On Social With Digimind at #SMWNYC

Are you listening to powerful online conversations that could change your business? Are you following the conversations happening on social networks revolving around your brand and doing something about it?

Social media monitoring is one of few ways brands can use listening to leverage technology and data to increase brand engagement, determine the impact of your marketing communications campaigns, identify key customer influencers, opinion leaders and developing trends, pick up on customer relationship management opportunities, and even benchmark your brand and products against your competitors.

In a world where social media has taken over everything we do, it’s more important to understand consumer behavior around it and use social intelligence to gain powerful insights for your business and marketing strategies.

Join Digimind at SMW New York for their session, “Are You Listening? Learn How To Effectively Monitor Your Audience On Social” on Wednesday the 24th at 2:00pm at the SVA Theatre.

Attendees will explore a case study on using social intelligence for the non-profit industry, how to monitor influencers and use social data to reach them, and examine the best practices to analyze clients on social media and provide them with valuable insights.

Speakers include Michael Hayworth (VP North America, Woody Media), Alexander McLaughlin (Business Intelligence Analyst, Who What Wear), Eric Schwamberger (Chief Marketing & Content Officer, Tenthwave Digital) and Neta Yoffe (Social Media Magician, Digimind).

8 Sessions Exploring The Biggest Social Media Platforms and Emerging Trends

Across the globe, messaging apps are amassing huge audiences, social networks are attracting massive media budgets, and the next Mark Zuckerberg or Evan Spiegel might be sitting in the building right next to you.

The current social media landscape is a beast in itself, with Facebook, Snapchat, Instagram, Twitter, LinkedIn, Vine, Periscope, and a few others that dominate the conversation. But on the horizon, if not already here, are a combination of messaging platforms and emerging communities that could enter this mix.

WhatsApp, Viber and LINE are increasingly gaining traction as hubs for multimedia content, and other players like Giphy, Anchor, PicsArt, Dubsmash, and even Product Hunt are taking slices of the overall pie.

As organizations start to catch on, several publishers have already begun to pave the way for how to best deliver news and content, and engage with the growing user bases on these apps and platforms.

Register your pass to attend Social Media Week NYC, and bookmark these events to your schedule.

1. If you want to learn about the future of communications from a Facebook executive…

The Future of Communications with Michelle Klein, Facebook’s Head of Marketing for North America
Hosted by Facebook • Tuesday 2/23 at 9:30AM • TimesCenter
The shift to mobile has already happened, and it’s radically changing the way businesses and people connect. Michelle Klein, Facebook’s Head of Marketing, North America, will explore the new kinds of tools and groundbreaking innovations completely transforming the way we communicate.

2. If you want to find out which brands are crushing it on Snapchat…

The Best Brands On Snapchat
Hosted by Nasdaq • Tuesday 2/23 at 12:30PM • TimesCenter
Snapchat is the new battleground for the most innovative brands. Meet the marketers behind the ghost that are already killing it on this emerging platform. Join leaders from MTV, VaynerMedia, Nasdaq, American Airlines, and The Wall Street Journal to learn more about the most innovating brands creating lasting experiences (that are more than 24 hours) on Snapchat.

3. If you want an overview of platforms taking over the media industry…

Mediapocalypse! Are Platforms Killing The Business Of Media And Advertising? And Why Won’t Anyone Talk About It?
Hosted by Deep Focus • Tuesday 2/23 at 2:30PM • TimesCenter
Platforms like Facebook, Pinterest, Snapchat, and Twitter are up-ending the media business. But will that end up killing it in the process? Publishers and advertisers, content producers and creators, advertisers and agencies are all dealing with the repercussions of distributed media models. Join Ian Schafer (Founder and Chairman, Deep Focus), Ricky Van Veen (Co-Founder and Executive, College Humor and IAC), and Lisa Weinstein (CEO, Engine Media Group) as they explore the end of times.

4. If you want to hear Mashable’s predictions on the future of multi-media messaging…

The New World of Social: How Publishers Are Using Messaging Platforms to Engage with Audiences
Hosted by Mashable • Tuesday 2/23 at 5:30PM • TimesCenter
Across the globe, messaging apps are amassing huge audiences. Though initially made popular as an alternative to SMS, chat apps such as Snapchat, WhatsApp, Viber and LINE are increasingly gaining traction as hubs for multimedia content. In this session, you’ll hear directly from the strategists and producers at Mashable on how publishers are approaching these emerging digital platforms.

5. If you want to explore BuzzFeed’s lessons on creating cross-platform content…

Building A Great Social Presence The Resourceful Way
Hosted by BuzzFeed • Wednesday 2/24 at 11:00AM • SVA Theatre
In this interactive presentation, you’ll learn how BuzzFeed used careful targeting and precise forms of social media storytelling to build BuzzFeed into what it is today. Social experts Rachel Christensen and Summer Anne Burton will discuss the scrappy and unconventional ways of thinking about content to create sharable, memorable experiences without a sizable budget.

6. If you want to learn how to develop a Snapchat marketing plan…

Snapchat: How Brands Can Effectively Market On The Platform
Hosted by VaynerMedia • Wednesday 2/24 at 12:00PM • SVA Theatre
There’s no doubt Snapchat is the hottest social media platform in 2016. In this masterclass, you’ll learn the strategies behind the brands finding success with Snapchat marketing, and how to think about this new platform in the context of your brand. Speakers of this session include Dan Grossman (VP of Platform Partnerships, VaynerMedia), Farrah Bezner (Head of New Business Ventures, Mondelēz International), and Talya Minsberg (Social Media Editor, The New York Times).

7. If you want to learn about social media automation by building your own Twitter bot…

Twitter Bots And The Automation Of Everything
Hosted by Code and Theory • Thursday 2/25 at 11:00AM • SVA Theatre
In this session, you’ll get a hands-on, step-by-step explanation of how to build a Twitter bot, and why algorithms on major social platforms are maturing to become more relevant and meaningful to digital professionals. Nick Macri (Associate Director of Analytics, Code and Theory) will lead a conversation around automation in social media, and how you can use it everyday on a variety of platforms and networks.

8. If you want to have an intimate dialogue with social media leaders…

The Future Of Emerging Platforms: An Interactive Shorty Awards Trivia Game
Hosted by The Shorty Awards • Friday 2/26 at 4:00PM • SVA Theatre
Join digital media executives from leading organizations on social to discuss in an interactive format what captivates, engages and moves audiences, and then put your noggin to the test with game show trivia questions on emerging social and digital media platforms, and the new ways that brands are publishing content and growing their community at scale. Hear from Reelio, BuzzFeed, About.com, Bravo & Oxygen and other individuals from innovative brands.

We hope to see you in New York for Social Media Week! Join over 1,000 leaders who register each year, and in 2016, #SMWNYC features two official venues: The TimesCenter (FWD Stage) and SVA Theatre (EDU Stage). Attend the 70+ events with 200+ speakers for an incredible week you won’t want to miss. Get your pass here!

EVENT SPOTLIGHT: The Future Of Emerging Platforms: An Interactive Shorty Awards Trivia Game

The Shorty Awards are proud to present an interactive session featuring thought leaders from their community of Academy members, winners and collaborators. Hear from the top brands and organizations on social about what captivates, engages and moves audiences, and then put your noggin to the test with game show trivia questions the entire audience can participate in.

The topic of discussion will be emerging social and digital media platforms. At this point Snapchat is the emerging platform of record, Periscope is catching on, and no one seems to know what will (or will not) happen on Peach. This also extends to new ways brands are publishing #content and doing community management.

Register today, and bookmark this event to your schedule! On Friday, February 26th at 4:00pm, join the Shorty Awards at the SVA Theatre for “The Future Of Emerging Platforms: An Interactive Shorty Awards Trivia Game“. We’ll hear welcome the following leaders to the SMW New York stage:

  • Mark Borum (Co-Founder & VP of Marketing, Reelio)
  • Rachel Christensen (Managing Social Media Editor, BuzzFeed)
  • Gregory Galant (CEO & Co-Founder, Shorty Awards)
  • Matthew Knell (VP of Social Media and Platform Partnerships, About.com)
  • Rob McCarty (Chief Operations Officer, PopShorts)
  • Adam Zeller (VP of Social Media, Bravo & Oxygen Media)

After this event, come celebrate the end of Social Media Week at our VIP Closing Party! The closing party is for Insider Passholders only, so be sure to register (or upgrade) your pass in order to get your name onto the guest list.

EVENT SPOTLIGHT: How To Make Your Event Seem As Awesome Online As It Does IRL

Social media can make or break your event with fans, attendees, and audience members sharing their thoughts and experiences online and amongst friends.

Splash, the experience marketing software that maximizes event impact – before, during, and after, joins Social Media Week New York to explore how event organizers and experiential professionals can turn their next event into social media gold.

Click here to register for SMW New York, and hear from Splash’s Co-Founder and “Party Scientist” Ben Hindman, who will cover everything from how to create “Instagrammable moments,” to how to design an irresistible invitation.

Ben is an events planner-turned-tech entrepreneur who prizes people skills above all else, and has conceptualized and developed several successful companies—all of which revolve around the collective power of shared experiences.

As CEO and Founder of Splash, Ben works alongside technologists, designers, marketers, and party planners to make sense of the events industry by anticipating trends, identifying unspoken user needs, and finding the next great laser light. In 2015 alone, his venture-backed software has powered 500,000+ events for brands ranging from Red Bull to the Pope.

This session, “How To Make Your Event Seem As Awesome Online As It Does IRL” takes place Friday, February 26 at 3:00PM at The SVA Theatre (EDU Stage).

Image Credit: Mashable Studios

Hearst’s Lessons at #SMWNYC on Using Data and Gut to Build Social Audiences

Kate Lewis, SVP and Editorial Director at Hearst Magazines Digital Media (HMDM), will moderate a session with three Hearst Digital site editors to explore how audiences of large scales can successfully build and cater towards their social presence.

They will compare the effectiveness of two different social strategies: the use of performance metrics and audience data to inform social content, and following one’s gut instinct to create content that resonates with a community.

The Hearst brands represented on the panel have experienced the largest social audience increases during 2015, and session takeaways and will include: 1) the significance of insight teams, 2) the importance of humans analyzing data, and 3) how to communicate with your audience as if it’s a group of like-minded individuals.

Data vs. Gut” will take place on Tuesday, February 23rd at 3:00pm at the TimesCenter (FWD Stage), and participating editors on this session include:

  • Joyann King of HarpersBazaar
  • Joanna Saltz of Delish
  • Betsy Fast of Seventeen

★ Join thousands of industry leaders at SMW New York ★

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.

Image Credit: Latino Weekly

Using Data and Insights to Shape Creative: Pinterest’s CPG Lead to Speak at #SMWNYC

The volume of data and insights available for social media is changing how agencies and platforms strategize, spend, and steer clients. An analytics-driven world means an elemental shift in how creatives work. Designers, writers, photographers and video producers need to think about execution and ideas informed by data on how to better speak to our audiences.

At SMW New York, Pinterest’s CPG East Lead of Creative Strategy, Raashi Bhalla, will take the stage with executives from VaynerMedia and Fast Company, to cover how creative and strategy should collaborate — and work with platform partners — to make content that wins on results, as well as look and feel.

Raashi’s session, “Create By Numbers: How Insights, Data, And Paid Media Shape The Creative Approach” will take place on Friday, February 26th at 1:00pm on the EDU Stage at The SVA Theatre.

★ Register today by purchasing your pass ★

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.

Image Credit: Startup Camp

Data, What’s Your Story?

On Tuesday, the “Leading With Facts! Using Data To Build Your Story” panel at New York’s Social Media Week brought together an all-star, all-female team of marketers to shed light on how companies and agencies can leverage data to execute marketing goals.

As data analysis becomes more integrated and sophisticated, both clients and agencies will have more objectives to reach. Sam Lim, Features and Branded Content Director at Stylecaster, added “people love facts and information and numbers, especially when you’re trying to sell them something.” Clients want to be reassured by quantitative proof that campaigns are successful and consumers like to see data points in marketing collateral. Though the purposes of data vary among different parties, the primary objective is to glean a story from the data.

But the numbers can’t speak for themselves. We have reached a point where we can no longer just look at the numbers without contextualizing where they come from, what they represent, and how they can inform future marketing decisions. The general consensus among the panel was that the industry is building bridges between marketers and editorial teams.

There will no longer be a divide between data analytics and creative/editorial teams. In fact, this hybrid is so valuable that the panelists agreed across the board that they were looking to only hire candidates that exhibited strengths in both quantitative analysis and creative production. Lindsay Kaplan, Vice President of Communications at Casper, summed it all up in her observation that marketing and creative teams must work together. “One doesn’t lead the other.”

Casper is currently running a campaign that is updated in real time and powered by numbers submitted by polled users. The numbers represent hours spent on Casper mattresses, but they are packaged in consumer-friendly, 21st century figures like hours spent watching Netflix or days spent spooning.

Jess Bahr, Senior Client Strategist at Social Flow, brought in another perspective in which data not only tells a story externally to the client or the consumer but also internally. She said, “People don’t just want data–even internally.” They need a holistic view to understand what the data means beyond the numbers. “Data for data’s sake is just hoarding numbers.”

Of course, “holistic” on the internal side can become difficult as the numbers come in from multiple sources and analytical tools. With regards to harnessing the varied data Bahr sees opportunity for a default metric that can standardize what clicks or impressions mean across different platforms.

With so many numbers and expectations of the numbers, it’s easy to get lost in the data. The panelists offer three leaves of wisdom to live by:

  • Anticipate and plan accordingly: Figure out what the client wants to measure and take the time to set up your metrics so you can measure things down the road. If you wait until you need a metric, it will be too late and you will have no data.
  • Practice quality control: Make sure data that you’re using is clean and accurate. Don’t take spikes or dips at face value. Consider the surrounding conditions to make sure what you think what something means is actually what it means.
  • Be curious: Ask questions that you didn’t even know you had. Why did a certain post spike, flatline, or dip? What day or time did this occur? Of course, all questions lead to the skeleton key to successfully wrangle data: Is there a pattern or unifying theme here that we can replicate?

Most importantly, data is a new world, so don’t be afraid to experiment with it and push the limits of what you can utilize. As long as you remain curious and careful with your data, there are countless useful stories that you can tell. Rest assured, “The thing we need is never all that hard to find…”

Jacqueline Ly is a MA/MSc Candidate in International and Global History at Columbia University. She is also a freelance editor in lifestyle, travel, tech, and sports.

Take Command Of Your Data: Understanding Audience Through Social Listening

This post is the second piece in a multi-part series with our partner Brandwatch, in which Will McInnes, CMO of Brandwatch, examines how brands can unlock the power of social data and social listening for business. You can read the first piece here.


People may not always say what they mean, but consumers use social media as their proverbial soapbox. Folks on Twitter and Facebook vent and praise brands in an unfiltered and very earnest way. Social media conversations are a gold mine of likes, dislikes, desires, and wants. Not to mention a great way to learn consumer preferences and adjust campaigns and activities accordingly.

So why aren’t more brands tapping into these very public, very insightful conversations?

They can and they should be utilizing the power of social listening and analytics to learn about their customers and audiences. Social listening helps brands do more than find out what people are saying about their products and campaigns, but can actually help tap into the psyche of audiences to better understand what and why customers want what they want.

Here are just a few ways social data can help brands educate themselves on consumer moods, regional preferences, and reactions to product features. And so much more.


Where, who, what?!

Some may say that social listening is a violation of privacy. But when consumers publicly pose questions to brands or complain about customer service, they are actively seeking a response. A solution. A conversation.

Brands must be listening and tuned into conversations so they can address customer concerns, embrace candid feedback, adjust marketing campaigns, product updates, and even company culture based on the changing tides of the industry and consumer needs.

Demographics are a great way to break down social data by region, gender, life interests, career, and more to better understand what campaigns might work best for different audience segments.

Imagine seeing which cities and states talk most about your competitors, and being able to identify key pain points that you can then turn around through engagement or strategic promotions? Well, it can be done, all through social listening and analytics.


Timing can be everything

What time of day is best to Tweet? Do conversations spike about our new product during a specific month? A specific day of the week?

Timing, as we all know, can be everything. When to launch a campaign, when to announce negative company news, and how often to engage are all questions that community managers and brand communicators need to be ready to answer. And act upon.

Using social listening and analytics to research and determine time-related best practices for social media and campaign activities is a no-brainer. Just like with web analytics, the data paints a clear picture of what methods work best for which activities.

Are your customers most active on social at night? Then hire an evening community manager to answer questions and monitor the conversations.

Do consumers on Twitter talking about your industry (be it automotive, consumer goods, or manufacturing) tend to get angry if a brand doesn’t respond within an hour? Note it, and make sure your customer service reps are poised and at the ready to address all concerns within a specific timeline.

These types of insights are priceless and help your brand make better, data-driven decisions. All of this adds up to a more streamlined brand presence and a high-quality reputation that shows your brand cares enough to listen, before acting or reacting.


Preferences, moods, and trends, oh my!

How brands act and react on social media is scrutinized by the advertising and marketing/communications press to no end. It is absolutely vital that brands know what their audiences want to hear from them, how often, and what type of content and personalized responses they need to feel secure.

Social listening can be used to check out “white space conversations” – those discussions, posts, and articles online discussing your industry but that don’t necessarily mention your brand or competitors. This strategy allows brands to tap into trends and discover new influencers in their sector, or identify potential “super users” and brand advocates they may not have otherwise known about.

We live out our lives on social media and brands would be remiss to not place value on conversations happening digitally. Whether we’re disgruntled with the service at the local restaurant chain, thrilled with the latest software update, or yearning for more details on a new ad campaign, we discuss it on social. There’s no use fighting it, it’s a fact.

In this Brandwatch Twitter Happiness Report, our analysts sought out to learn something new about human happiness; how it’s expressed on social, and what trends we could pull from the data. Using social listening and analytics to better understand customers and audiences, helps brands to better understand the psyche of different groups of people and identify trends that can help them improve strategy and campaigns.


The future of data analytics

Brands are beginning to recognize that more investments need to be made in data analytics and they seem to be doubling down on budgets, according to data from a Duke University survey of CMO’s cited in this AdWeek article. They reported this week that brands will allot 11.7 percent of their marketing budgets for analytics by 2018, up from 6.4 percent currently.

Social is here to stay. Social listening and analytics are necessary equipment in the marketers toolbox. Brands need to embrace the power of social media, and listen carefully to what their customers, dissenters, and the general public is saying. Understanding needs and wants is paramount to giving the people what they want.

Let them be heard.


What new possibilities are there now that a business is social?  To learn more, join Will McInnes at Social Media Week New York on Thursday February 26, where we learn how to strategically use social listening for business.

Social Media Week New York begins on February 23. For the full event schedule and how you can join us, visit here.

Take Command Of Your Data: Social Media Command Centers

This post is the first of a multi-part series with our partner Brandwatch, in which Will McInnes, CMO of Brandwatch, examines how brands can unlock the power of social data and social listening for business.

It’s not a secret: major businesses and agencies around the world heavily rely on social listening to inform and shape business strategy. Whether it’s in marketing and PR, customer service and crisis communications, or the merging of multiple data sources, social media command centers are the most sophisticated way to make the most out of social data.

Visuals are quickly becoming the go-to mode of communications in society from both an individual and professional perspective. Think about the last time you used an emoji, checked out an infographic, or absorbed data through an interactive map. It only makes sense that social data visualizations are a key part of taking command of social activities.

I know you’re wondering – “that’s all fine and good, but give me the details!” – and that’s just what I’m going to do.

There are very specific uses for social media command centers and innovative technologies are launching every day to help brands and agencies become the master of their social data.

Let’s take a look at some of them and how they can benefit your business.

Mission Control

First and foremost, a social media command center provides a central hub for one or all social-driven business needs and activities. It is the pulse of what’s being said about your brand, how your customers are discussing the industry and your competitors, and a treasure trove of potential conversations and influencers to tap for campaigns.

Brands can strategically streamline social activities by having a social command center live within their communications team. The best way to make the most out of engageable opportunities is to be in a position to see visualizations of social data in real-time up on the big screen – a social media command center platform.

The big-screen collaborative environment around social engagement promotes a much more unified voice in a company’s social outreach so when community managers reach out to customers, influencers, or media on social they are innately more synced up by simply being in the same place, looking at the same data.

Critical Conversations

Phone and email no longer remain the primary methods of customer service. And don’t even bring up brick and mortar customer service solutions. Consumers take to Twitter first and foremost to discuss concerns, issues, and praise products and brands.

It only makes sense that the social media command center is a natural home for customer service teams. Utilizing command centers for customer service keeps reps primed to provide constructive and helpful feedback to negative comments, and assist customers and answer questions in real-time with a human voice.

The visual elements in a social media command center make it easy to see and understand customer complaints online and prioritizes high importance issues with ease.

Reactive engagement at scale means that there must be strong systems in place to categorize and effectively eliminate the actual customer service issues from the noise and chatter that are less actionable – command centers can help provide that system.

Monitor and Neutralize Crises

Those that are all too familiar with a public relations crisis know that identifying and appropriately responding to crises early and smartly is essential to coming out the better end of it and avoiding the moniker “the next BP.”

How can a social command center help in a moment of crisis for your brand, industry, or global events? Live-streaming social content on a consumable display means that more employees can watch, pinpoint, and handle public complaints or issues before they become larger and more unmanageable.

The ability for PR or social teams to triage messages from social media command center screens to executive offices means having a more organized system for handling crises. In many instances, having that preparation is key in protecting the brand’s image.

Carpe Diem – Real-Time Opps

Social media has given rise to a host of real-time marketing strategies that have never existed before. Oreo is the seminal example (yes, you can dunk in the dark). Snickers also took a real bite out of World Cup social conversations thanks to some lightning-fast social reactivity.

Brands no longer have to wait to understand how the public is receiving their campaign – now they can keep track of the response as it unfolds online.

Considering how quickly online communities can develop strong opinions (both good, but more often bad news travel faster), staying aware of those views and being agile to the rapidly shifting online temperature can amplify a campaign’s success. Or perpetuate its failure.

With command centers, brands can instantly curate social discussions to prioritize mentions from key influencers, collaborate with the larger team and other departments on social platform replies, and compare performance against competitors.

Real-time information translates to real-time reactions.

In a time where waiting too long to respond can make or break your brand’s reputation, mitigating real-time opportunities on social media has become a “must-have” and not just a “nice-to-have.”

Competitive Edge

Competition is fierce, in any industry. Social media makes it that much harder to stay ahead of the curve, with brands fighting to be the fastest, the best, the most creative, and the most relatable.

Businesses can use the command center to track their brand’s performance against their competitors. Essentially, social media command center displays can act as a KPI board that employees can use as a primary indication of the company’s social performance.

The ability to visualize competitive benchmarks over the course of a day, week, month or year helps employees recognize the business’s social development over time and the key inflection points that cause spikes or lulls in social chatter.

Impress Everyone

Social media command centers are a visually appealing way to bring awareness of a brand’s online presence to life.

It’s a straightforward way to quickly give a snapshot of how a brand itself, or its products, is faring in online conversations for stakeholders, customers, and of course employees. Not to mention it’s a really nice visualization when guests are visiting an office.

Visualizations of any kind of data equate to sophistication, high-tech, and innovation, and by investing in a social command center a brand is making a bold statement about the way their business functions. They are investing in social.

So much of what we do as a society happens online – shopping, dating, connecting, and reconnecting along with so much more – that it only makes sense to give social media the importance and screens it deserves.

Command centers act as an excellent way to bring social media into the limelight, internally, and is a great way to drive transparency, high-level industry conversations, and even promote company culture. Social media posts are an unadulterated, unsolicited straight line into the consumer mindset. Command centers give employees a link back to the ground where customers’ everyday thoughts and opinions are driving businesses and praising or challenging brands every day.

If it’s not obvious, it should be that a brand’s online presence has an effect on everyone in the business. Understanding how each employee plays a role in shaping that online image is important.

Small Steps Equal Leaps and Bounds

It’s vital for brands to use social listening to help the various departments in your business. It’s not just social media community managers or PR managers who can benefit from being plugged into the social conversation about your brand and industry. Everyone can benefit.

Product development teams take consumer feedback and can integrate it into product updates and gain valuable insights for new features. Customer service reps can address equipment failures or in-person issues with lightning speed and agility. CEOs can knowledgeably showcase the latest competitive rankings based on news mentions or online conversations.

The social visualization possibilities are endless.

Taking command of your social data means taking it a step further by investing in social command centers. The first step is evaluating your enterprise needs to determine your departmental and business strategies and how much of that is driven by social media and online conversations. You’ll be hard-pressed to find a discipline in your business that doesn’t benefit from being tapped into the central vein that is social.


What new possibilities are there now that a business is social?  To learn more, join Will McInnes at Social Media Week New York on Thursday February 26, where we learn how to strategically use social listening for business.

Social Media Week New York begins on February 23. For the full event schedule and how you can join us, visit here.









Social Snow: The #BlizzardOf2015 And Who To Follow For The Best Forecasts

This post was penned by our partner Poncho the weather cat as a piece of a multi-part series. Poncho is a new weather service that delivers customizable weather forecasts daily via email and text message, helping you plan everything from your commute to your outfit.

Remember the great #Blizzardof2015? The one De Blasio shut down the subways for? The one we were told by many a weather forecaster (myself included) would blanket us in over two feet of snow?

If it’s still a distant memory, let me remind you really quick:

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That one! Juno, they called it. We all worried, work was cancelled for most of us, and toilet paper flew off the shelves faster than you could say, “Did you hear about this blizzard?”

 But of course, just because you’re a blizzard doesn’t mean you can please everybody.

 As usual with these types of things, the blizzard turned out to be weaker than the hype. Which is great! That is what you want! Unless you are one of these folks, who were equally unimpressed by the blizzard hype AND seemingly disappointed over not having to dig themselves out of their homes:

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The consequences of a bite-sized winter storm in lieu of an all-you-can-weather blizzard buffet was clear. The entire experience left people with an overall feeling of, “Holy inaccurate forecast, Batman!” People were no longer asking whether or not kale is a survival staple but rather whom to trust during the next serious weather event — and even contrite weathermen couldn’t stop people from doubting.

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Who do we look to when we need answers about whether we should plan to have the next day off? Social media is, of course, a huge part of the answer. Even sources that were wrong about how much snow we would get were still useful in relaying government notices and in-case-of-emergency information. What became crazy clear, though, was that not all social media is created equal. Some accounts hyped up the fear factor, describing the storm as some kind of Frozen meets Michael Bay affair. Others were more interested in presenting the facts, or actually answering the question of why the storm was so overhyped in certain areas. As always with the Internet, it’s a matter of curating reliable sources.

So who to follow in future times of need? Follow my bff Eric Holthaus, “America’s weather predicting boyfriend” and meteorologist at Slate. Follow the Capitol Weather Gang and The Weather Channel, for weather updates both enthusiastically specific and corporately broad. Follow the department of transportation, your friends, your local bodega if you’re lucky enough to have a bodega you can tweet at. Follow me, for local weather updates with a bit of sass! But don’t follow anyone outside your city, lest you become disappointed by how much snow they get in comparison (cough, Boston).

About Poncho

Poncho is your best weather buddy. Every morning he’ll send you a sassy text or email telling you what’s up with the day. Frizzy hair? Bad allergies? Rainy days to train delays, Poncho’s got you covered. Sign up here for personalized weather reports every morning, tailored to your routine, delivered by email or text message.

Attendee Spotlight: CMO Of MRY David Berkowitz Shares His Top Picks For #SMWNYC

With a passion for emerging technology, mobile and social media, Social Media Week attendees always strive to understand and share what’s next. This February, we’re excited to explore “Upwardly Mobile: The Rise of The Connected Class” throughout the conference, and what this theme represents from today until 2022, when six billion individuals will be connected to each other online. The sessions you won’t want to miss feature leading companies sharing their top strategies and predictions of what’s happening, and what’s to come.

To help you discover the best of Social Media Week New York, we asked a few of our attendees to share their top picks for events, talks and masterclasses taking place throughout the week.  Below, David Berkowitz, Chief Marketing Officer at agency MRY, gives us a look at the events he doesn’t want to miss:

  1. Quantifying Fashion’s Love Affair With Instagram: What To Post And How To Calculate ROI
    “A how-to guide for Instagram that includes tips for measuring effectiveness should be interesting to many marketers, and not just those in the fashion industry.”
  2. Measuring Attention And Intention, With The New York Times
    “The New York Times has released a slew of innovative formats both for their content and advertising, so understanding their perspective on attention will be invaluable, especially given the deep experience of presenter Michael Zimbalist.”
  3. The New DIY: Drones, Makers And Bots: A Fireside Chat With Martha Stewart And CEO Of The Barbarian Group Sophie Kelly
    “I was curious about this just because I saw drones in the title. That it features Martha Stewart is a bonus, especially after I saw that she released a line of designs for Makerbot.”
  4. Why 2015 Will Be The Year Of Social Video
    “Boning up on video is a good use of time at SMW, especially given all the great data that Socialbakers has.”
  5. Decoding Wearables: Leveraging Wearable Tech Platforms In Campaigns
    “I’m excited to do a lot more with wearables this year, and I’m really excited that this session focuses on data and insights.”
  6. Rev. Jesse Jackson: Why Diversity In Tech Matters
    “I can’t wait to hear the thoughts of Rev. Jackson, who has decades of experience in championing diversity. I do hope that this doesn’t just apply to tech though; the ad industry has its own challenges with diversity too.”
  7. A Fireside Chat With B. Bonin Bough Of Mondelez
    “I’ve heard Bonin speak a lot about tech and brands, so I’m curious to hear what he has to say about artists and brands. I also have to plug this as I’ve had the honor of sharing the stage with Bonin on more than one occasion, and it’s so damn hard trying to follow him once he takes the mic.”
  8. Storytelling With Vine: How To Create Short Form Videos That People Remember
    “I’m not convinced every brand needs to be on Vine, and it’s so hard to do well. Yet with other platforms like Snapchat offering new creative formats for short-form content, Mashable is one of the best producers out there, and I’m hoping this will be inspiring.”

Get your pass today, and join us and our partners for what will be an extraordinary week of exploring our upwardly mobile, connected world.

About David Berkowitz

mry headshot-002David Berkowitz is Chief Marketing Officer at agency MRY, where he spearheads marketing operations, directs the agency’s communications, and gains visibility for clients such as Visa, Johnson & Johnson, and Coca-Cola. Previously, he spent seven years at 360i, serving as Vice President of Emerging Media; he also co-founded its social media practice and led its Startup Outlook initiative. David has contributed more than 500 columns to outlets such as MediaPost, Ad Age, and Mashable, and he has penned his blog MarketersStudio.com since 2005. He has spoken at more than 250 events globally, and he is mentioned regularly in the press.

Cyber Monday Special: Save 50% On Your #SMWNYC Pass, Today Only!

Social Media Week NYC is back, taking place from February 23 – February 27, 2015!

In the spirit of Cyber Monday, today only, we’re offering a special 50% discount on your pass to SMWNYC! Just go here, select your Pass and redeem your 50% discount.


Thank you again for helping us make SMW NYC what it is. We can’t wait to celebrate the week with you in February!

Social Sex With Cindy Gallop @SMW14 #NYCRewind

Does your partner really know you? Do you tell each other what really turns you on, or what bedroom maneuvers you’ve always wanted to try? Chances are, you haven’t, and you’re not alone. As a nation, we shy away from real pillow-talk with our closest companion, preventing us from going further in the bedroom. Even with constant exposure to sexual content in pop culture and 24/7 access to porn, sex remains one of the most taboo topics of conversation amongst couples. Durex®, a global sexual wellbeing brand, believes everyone should have a healthy and emotionally fulfilling sex life and knows regular communication is key to having great sex. This year, the brand wants to rid the taboos around ‘sex talk’ by encouraging couples to initiate the conversation in the bedroom.

In line with this mission, Durex has created a hub of online tips and videos to help couples talk about sex and their relationships in a healthy way; from sharing what you want in bed to an online fantasy finder for couples to ‘sexplore’ with one another. Durex has also explored the role technology plays in communicating with our loved ones. Given social media has revolutionized how we access everything in our lives, it comes as no surprise that it has impacted and intruded upon our relationships. A recent survey by Durex found that while technology has us using our hands more than ever, all that smartphone tapping has overtaken real touch between couples . When asked what methods they most frequently use to talk to their partner, 77 percent answered using their smartphone, with only 19 percent regularly communicating through touch. Based on these findings, Durex challenged couples to turn off their phones and focus on turning on their partner over the Valentine’s Day Weekend by discovering the Language of Touch.

Building on this, Durex partnered with Cindy Gallop, founder and CEO of MakeLoveNotPorn.com, to trigger this much-needed conversation at last year’s New York Social Media Week, on February 20, 2014. The afternoon sessions explored topics including the future of the sex world and what it means for innovators and marketers. The session looked at the ways that media and entertainment are propagating unrealistic portrayals of sex and how this negatively impacts society, and could be a barrier to real-sex conversations between couples. Representatives from these industries, including Aurore Trepo, Marketing Director for Durex, discussed how everyone has a part to play in inspiring healthier representation of real sex in the media.

Are you ready for more? With the all-inclusive Insider Pass to the standard Campus Passes to just scoping out the HQ, we want to give you the opportunity to see it all. Starting Wednesday, November 5th, SMW NYC Passes will be available at a Super Early Bird discount, saving you 50% off the standard price. This flash sale won’t last long — just 48 hours — don’t miss it!

2014: Trends in Social Marketing

The year social matured.

The entire industry continues to recalibrate their mindset on social. Is it tactical, is is about community management and customer service or is it really about real time insights? All of the above (plus, 100 other things). But, social has matured and is now  a core function or marketing — not a “really fun, cool add on.” We live in a social world, and here’s the reality of how social has matured.

Existing social platform use has steadied amongst consumers — leaving room for emerging platforms of course, but I’m not certain we’ll see the hockey stick growth patterns of years past. Because of that, brands will be able to take a time out, recount the successes/failures of their pilots from 2013, get their footing, and most importantly the appropriate BUDGET according to a survey from CMO.org.

I think we’ll see:

  1. Investment in customer insights and analytic software
  2. Social diversification: matching content and cost to the right platforms/consumers
  3. Marketing leaders will gain additional headcount, and hire talented individuals (vs. interns) and integrate social into their discipline
  4. Measuring (and making sense of) quality engagement metrics vs. only quantitative ones

The winners will be the ones who invest in quality talent, to collect the right insights to keep their audiences engaged across multiple platforms (desktop mobile, tablet). Want more stats? There’s expanded reading on it from the Altimeter Group here and the Harvard Business Review: What’s the End Game for Social?

The trend: Building marketing efforts around shifting and sometimes transient customer behaviors  — “Marketing For a Social World”.

Interested in learning more about trends in social media? Join us at at Social Media Week New York February 17-21 at the Highline Stages.

Jess Seilheimer runs a consultancy called Cretegic– your insight-driven partner for a digital world. We accelerate strategic planning into actionable ideas & marketing for brands and startups. She is also the Strategy & Marketing lead for a startup Birdi. Prior, she was the SVP of Digital Innovation and Strategic Planning at Havas.

Image courtesy Engagor.

“Like” On a New Level- Bing & SMWNYC

Rising to second place, Bing is climbing up the search ladder. You’ve seen it. It’s Microsoft’s decision search engine with the rather colorful page design. It’s based all on the attempt to understand the context behind your search.

But here’s what you may not know: Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009, and has only gotten better with age. Bing added related searches in the form of an “Explore pane” and became the power behind Yahoo!’s search. But Bing has only added more improvements. Just last year, Bing began deep changes to it’s back-end search infrastructure, increasing relevant search results in a quicker time frame and with a more efficient index features.

And today from 4-6pm at the Microsoft Offices, you’ll learn how social search is changing search in general. More than “Likes” Can Say takes a deeper look at what it means to inject social results into your search. Stefan Weitz, Senior Director of Search at Microsoft, will look at the future of social signals as it relates to all online activity, not just search.

If that’s not incentive enough to register now, then the opportunity to see Microsoft’s offices and their special Valentine’s Day cocktail hour with the Bing team should. Go, get social and tell us how it was!

Let Me Google That For You

I’m sure some of you know the service, Let Me Google That For You (LMGTFY). It’s one of those parasitically brilliant – or iteratively brilliant, depending on how you define it – sites that is used when you want to come up with a sly remark to your friend’s question, “Does anyone know any good bars near Penn Station?”

Simply type in “Bars near Penn Station” into the search bar on LMGTFY and you are then given a url which you can send to your friend. What your friend experiences, is this.

It’s hysterical but it also loops back into something that broke into the news today. Google announced that its searches are now going to be filled with results from Google+, which therefore means that your search will be influenced by what your friends are doing or what they think.

The Truth About Google Search

Google will cease to be the objective search tool that we all think it is and be more reliant on what your community is experiencing. Well actually, I lie. Google hasn’t been the objective online answering tool for over 2 years now. Google’s search algorithm tailors your search results based on your user behavior. This is how it works in real life: Below is a screen shot of my Google search window after I typed in “travel film festival.” Have a click and take a look. Does yours match? I’m guessing not.

What Does This All Mean?

It means that Google is banking on the fact that you care more about types of things you’ve searched for previously, and now, things that your friends/colleagues think is important. You might be up in arms at this fact but Google didn’t get to where they’ve gotten by being foolish.

We care what our friends are doing and the number one thing we want in life is the respect of our peers. This works when we’re looking for a bar near Penn Station or if we’re looking for a photo booth vendor. After all, if we didn’t care what our friends thought, a site like Let Me Google That For You wouldn’t exist. Why would we ask our friends when we could instead use the most powerful search engine ever made? Because we like being having things in common to those around us.

In fact, Google is banking on that.


Bassam Tarazi has been to 42 countries, holds a Mechanical Engineering Degree and a Green MBA. He is also a LEED AP and a certified Carbon Reduction Tarazi is co-founder of the tremendously successful Nomading Film Festival aimed at travelers, and recently launched his own motivational framework, called Colipera. Colipera leverages on the idea that peers publicly stating their goals to each other is more likely to inspire action among the whole group than tackling a goal individually would. Currently he lives in Brooklyn, NY.