Watch Live: Is Social Intelligence the New Business Intelligence?

Today: at 11:30am EST watch Digitas' Beth McCabe, VP/Group Director of Social Marketing & Technology, live at OMMA Social. McCabe will explore the opportunities and challenges of social intelligence in a panel discussion with leaders from Kinetic Social, M80, tracx, and more. Get more details on the panel below, and follow @Digitas and #MPOMMA on Twitter for live updates.

What’s the Buzz: Is Social Intelligence the New Business Intelligence?

Not so long ago, business intelligence – which gave brands massive information about the wants, needs and behaviors of their customers – was the coin of the realm when it came to truly understanding the marketplace. But social has changed all that. Not only has social intelligence exponentially expanded the amount of information available, but its public nature makes it a very different beast then the closed-in focus groups and other data sources that used to dictate the relationship between consumers and brands. The shift leads to the obvious question of what the role of classic business intelligence is when there’s so much social data readily available. Does social intelligence supplement it, or supplant it?

Moderator: Carree Syrek, Chief Strategy Officer, Kinetic Social

Panelists:

- Beth McCabe, VP/Group Director, Social Marketing and Technology, Digitas
- Anthony Green, VP, Business Development, Optimal
- Matthew Conlan, Director of Client Services, tracx
- Chris Knoch, VP Strategic Solutions, IgnitionOne
- Jeff Semones, President, M80

WINS AT THE 2013 CLIO AWARDS

Congratulations to eBay, Uniqlo, and American Express for their recent CLIO Awards wins! 

 

The CLIO Awards are the world’s most recognized international awards competition for advertising, design, interactive and communications. Digitas has been awarded twelve CLIOs, including wins and short list honors, over the past three years. This year’s CLIOs come on the heels of two Webby Award wins and two Webby People's Voice Award wins for the agency.

Sprint's "Unlimited Love for Mom"

Team Sprint gave Sprint and non-Sprint customers the opportunity to be mom’s favorite by sending a reminder to call and wish her a happy Mother’s Day—on May 12th, and any time of the year after that. Visit Now.Sprint.com/CallMom, enter mom’s number, choose when they’re free to chat, and Sprint will send a text reminder at that time.

 

Because calling Mom on Mother’s Day has its rewards, but calling for no reason after her special day has even more of them. 

Turning Pins Into Purchase: New Pinterest Research

Recently we partnered with Curalate, the only marketing and analytics suite for Pinterest and Instagram, to release a study shedding light on Pinterest engagement for brands, specifically in fashion/retail, automotive, and electronics.

Here's what we found: unlike Twitter and Facebook, where brands drive their content through official accounts and pages, Pinterest is all about users telling the brand story. In fact, 70% of brand engagement on Pinterest is generated by users versus brands. The research also pinpointed the optimal pinning day and time for three industries: fashion/retail (3:00PM, Fridays), automotive (12:00PM, Fridays), and electronics (10PM, Mondays) industries.

Get a more in-depth look, along with an infographic, at the research here.

2013 Digitas New Front: New ways to publish B2B content

“Brand as Publisher” is a great concept, especially if you are a B2B marketer.  B2B firms are often driven by the company’s thought leadership and the sophisticated services they produce, as such they have great ingredients for publishable content - content that adds value to each customer touch, reinforces the brand's value proposition, and drives qualified leads for the Sales team.   But the problem is B2B companies and their marketing teams are not built around a publishing model, so instead of “Brand as Publisher” being an opportunity, it’s a paralyzing challenge. 

Enter Digitas’ “Silicon V/Aalley” as part of the 2013 NewFront.  The event featured seven partners who introduced new ways to help B2B marketers explode the value of their content and thought leadership without the need to take on the additional burden of becoming “a publisher.”   Highlights included:

-The Economist demonstrated how they leverage their researchers and journalists to write both rich and snackable content that is commissioned, shaped and owned by a brand. 

- Skyword demonstrated how they can commission a stable of independent writers who have a credible and influential online following that can be commissioned to write content on topics relevant to brand’s audience.

- Newcred demonstrated how they can help brands license the worlds most influential content from both large and small publishers, which in turn be contextualized for the brand audience and used on a brand’s own property.

- Thinglink demonstrated their ability to take a single image and embed multi-media content (slide shows, video, photos, text), and functionality (social posts) – thus expanding the value and function the content offers to audiences. 

- Demand Base demonstrated their ability to use personal and firmographic data to target and retarget business audiences with the most relevant brand content, thus enabling brands to follow though on initial engagement s and bring the prospect further through the funnel

- LinkedIn and Google:  Introduced new features to their already explosive platforms enabling brands to publish more compelling content that reaches relevant business audiences. 

B2B marketers left the room with a burden lifted and innovative, new ways to look at their challenges, and practical ideas to go back their teams with.

Written by Dennis Reilly, SVP, B2B Practice Leader, Digitas