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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.

Thursday
Apr262012

Digitas Newfront 2012: Andrew Ross Sorkin Takes the Stage

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.

"How one tweet can turn into 11,000... We're not only readers, we're all reporters ourselves."

Andrew Ross Sorkin of the NY Times takes the stage to introduce the Digitas New Front 2012, illuminating insights on how publishers, brands and consumers are creating and consuming content to reshape the contemporary media landscape. 

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.

Wednesday
Apr252012

DCNF: The AOL NewFront

Digitas is recapping events from the Digital Content NewFronts! Stay tuned for posts every day, and on April 26, we'll be live-blogging various sessions from our own event, the Digitas NewFront.

AOL prides itself on being the brand company—believing in the power of brands and the creation of memorable experiences for consumers. At the AOL NewFront, they put together a panel of editors from some of their own biggest brands, such as Engadget and The Huffington Post, to talk about what makes a brand special and how marketers can use digital to engage consumers. One of the biggest takeaways was ease: make it easy for people to comment on and engage with your page—make it as easy as watching television.

Later on, Arianna Huffington took the stage to talk about several new launches for The Huffington Post. Among what was unveiled: a magazine iPad app called Huffington., and a new mobile app (in-progress) that reads your stress level and works to help you correct it via soothing music, poetry, pictures—whatever you’ve indicated in the past will relax you.

Janet Balis (who will also be speaking at our NewFront event tomorrow) also presented several new AOL original programs, each one aimed at different audiences and interests. One of them, Digital Justice (which actually premiered online yesterday), is a weekly reality show that follows digital forensic investigators as they solve cyber crimes. Another, New Hollywood Films, highlights the next generation of stars by having them direct or act in short digital films.

In the end, some of the biggest buzz in the audience came around the unveiling of AOL On, a new online video network. This AOL video hub will feature 14 content channels and pull from 320,000 short-form videos.

Memorable moment: Arianna Huffington compares reading The Huffington Post news online versus in the Huffington iPad magazine app – “It’s the difference between a one-night stand and long getaway.”