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Thursday
Apr262012

Digitas Newfront 2012: A Twitter Intervention

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow @Digitas and #NewFront on Twitter for updates.

Rashida Jones has never tweeted. Ever.

Bravo Host Andy Cohen and founder of Mashable Pete Cashmore and West Coast Editor of Vanity Fair Krista Smith team up to explore the implications of a life on Twitter. Will Rashida join in?

In an insightful (at moments hilarious) banter, the group explores the medium. The pros and cons, benefits and dangers, and other implications of entering into the social, public arena.

Is it an in invasion of privacy? Or a way to connect for popularity? Do you have a greater responsibility? Is the public more supportive or more critical and brash in their anonymity? What are the rules? Is there ettiquette? Too often? Too few? Who do you follow?

At the surface, it may seem like a mere 140 characters. But when we look deeper, we reveal the complexity.

In the end, there are no rules, it's about authenticity and being yourself.

Cohen, Cashmore and Smith, all active on Twitter, host a balanced discussion but continue to lean harder and harder on Rashida, with a slight, friendly touch of peer pressure.

So will Rashida tweet for the very first time?

Yes!

Her very first tweet:

@iamrashidajones: Oh snap, I just joined Twitter! Got convinced by my friends here at #Newfront

And the crowd goes wild.

Today's NewFront live-blogging was done by Digitas' Alex Jacobs. Read the first entry here. For more insights from Alex, follow him on Twitter - @alexjakes.

Thursday
Apr262012

Digitas Newfront 2012: Creators, Consumers and Distributors

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow @Digitas and #NewFront on Twitter for updates.

The biggest players in content distribution and creation including Hulu, YouTube, MSN, Yahoo, AOL & Huffington Post and Digitas discuss the convergence of their business models.

It is no longer a black and white matter. With consumer expectations of content on-demand, quality content affects the way it is distributed, and new distribution channels impact the content that consumers demand.

The model continues to evolve, but for now we know that when we connect the right content with the right viewers, by whichever means, everyone wins.

Today's NewFront live-blogging was done by Digitas' Alex Jacobs. Read the next entry here. For more insights from Alex, follow him on Twitter - @alexjakes.

Thursday
Apr262012

Digitas Newfront 2012: Diversifying Your Portfolio

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow @Digitas and #NewFront on Twitter for updates.

Paid. Earned. Viral.

Terms overheard in marketing departments everywhere. But what do they really mean? And how do we put them to work for brands?

Buzzfeed founder Jonah Peretti and Virgin Mobile Head of Brand Marketing Ron Faris offer fresh perspectives.

Faris emphasizes the need for brands to have content at the ready to enter into the conversation and get consumers spreading the word for valueable, earned impressions. Responsiveness is key, and says marketing teams can learn from the "newsroom model" to keep up. High quality brand content is critical as an anchor in the marketing mix, and when coupled with more responsive, quick-to-market assets becomes even more impactful.

Peretti builds on this and ventures to demystify what "viral" really means. He admitts he's consistently surprised by what does and doesn't light fire on Buzzfeed. His advice? Diversify.

Great creative built on a foundation of solid insights will always be critical. But taking a page out of the investing playbook, Peretti advocates for "hedging" the big brand bet by diversifying with responsive, rapidly developed content.

Today's NewFront live-blogging was done by Digitas' Alex Jacobs. Read the next entry here. For more insights from Alex, follow him on Twitter - @alexjakes.

Thursday
Apr262012

Digitas Newfront 2012: CMO Perspectives

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow @Digitas and #NewFront on Twitter for updates.

A CMO all-star team takes the stage.

Mashable's Executive Editor Adam Ostrow and CMOs from some of the biggest consumer brands in the world surface unique perspectives on the role of social and content in their organizations.

It's become clear to all marketers that social and digital content need to be part of the mix. But the question keeping CMOs up at night is how social can drive real, measurable business results for the bottom line.

Christa Carone, CMO of Xerox opens with a unique angle: cultural and operational evolution as a key priority to keep pace with the rapidly evolving digital landscape. In B2B, empowering employees with content, education and social tools taps into extended, personally-relevant networks, transforming all members of the organization into a potential lead pool.

Michael Lazerow, CEO and Co-Founder of Buddy Media, explains that there's a role for high production value content, as well as the "snackable" sort. Sometimes a simple link or photo can drive up to 80% lift in engagement. And as content is shared, it can carry product messages along with it. And that can drive hard business results.

Has the marketing community solved the challenge in full? Not yet. But brands are improving, consumers are responding, and the future looks promising.

Today's NewFront live-blogging was done by Digitas' Alex Jacobs. Read the next entry here. For more insights from Alex, follow him on Twitter - @alexjakes.

Thursday
Apr262012

Digitas Newfront 2012: Stars of the Social Screens

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow @Digitas and #NewFront on Twitter for updates.

What do Charlie Sheen and the Dalai Lama have in common?

Piers Morgan of CNN and emerging online stars explore the role of authenticity as the key to success in the "new artform" that is digital content.

Michelle Phan (aka Rice Bunny) has become the most subscribed YouTube personality of all time, ammassing over 119MM views and counting. But how? Michelle explains her ascent. The barriers to entry have been torn down. A webcam and a rich, authentic story is all you need to connect with viewers and ripple through the social web.

Authenticity continues to carry through the discussion.

Felicia Day explains her personal, authentic relationship with her fans. 

"I know my audience, and my fans know me. They know when it's the real me coming through."

Emmy and Tony Award-winning Actress, Kristin Chenoweth, emphasizes the importance of being in tune with consumers and fans. If you're not in touch and aren't delivering what they want, they'll tune out or just make content themselves.

When brands and talent work together and listen to what's real to consumers, digital content means big opportunities when done right.

Today, it seems the audience is the new executive producer.

Today's NewFront live-blogging was done by Digitas' Alex Jacobs. Read the next entry here. For more insights from Alex, follow him on Twitter - @alexjakes.