“How to Measure Social Media ROI: Content Marketing Strategies that Drive Sales” presented by Shanna Cook, Senior Social Media Manager at Nokia. The theme of the night was tech—specifically, how these tech brands use storytelling and content marketing to improve social media ROI. According to Cook, “contests, Twitter cards, Google hangouts, [and] gated content” are useful tools—”basically, links that get people to fill out forms” are good for conversion data.
This was followed by “The Art of Brand Storytelling” from Brandon Guarneri, Senior Social Content Specialist at EA. For him storytelling still has its place as you can connect with fans of your brand and engage in a deeper way. Content that consumers identify with is inherently sharable, which explains why certain things go viral. But without strategy, that sharable content means nothing in terms of ROI.
Closing our night, Nicole Sanchez, Global Social Advisor for Digital Rockstar spoke to us about “How Live Video Can Rock Your Brand’s World” . Live video is still in the early adopter stage, she explained. Currently, this premature stage offers an incredibly wide space for brands to differentiate themselves from their competitors—thus allowing consumers to further identify with their story, to Guarneri’s point.