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Entries in Anne-Marie Kline (11)

Wednesday
Mar122014

SXSW: Conversation as the New Currency: Breaking Though the Noise in a World of Over-Sharing 

This past week, DigitasLBi was on the ground at SXSW! We live-tweeted, snapped photos, and recapped sessions: follow us on Twitter, Instagram, Facebook, LinkedIn, and Flickr for more insights.

Because of social media, conversation is the new currency. And today, the question that every brand seeks to answer is how they can better engage their customers with relevant content—to connect with them in a meaningful way. On Monday, DigitasLBi’s Anne-Marie Kline, SVP of Social Content / Managing Director of BrandLIVE, joined a panel of leading digital marketers and analysts featuring Altimeter Group’s Brian Solis, Coca-Cola’s Ashley Brown, Hyatt’s Dan Moriarty, and Spredfast CMO Jim Rudden, to answer that question and more.

Here were some of the key insights and takeaways:

Social is a behavior, not a channel. As explained by Kline, today all channels are social. Social should always be part of the brief—it’s not an afterthought or an add-on to an existing campaign.  And as Rudden put it, social is at its best when it’s being used to connect and engage with people; when it’s being used solely as a broadcast medium, that’s when it’s at its worst.

For example, Hyatt treats tweets at its hotels as if it were someone stopping by the concierge desk in person—Moriarty explained that they try to reply to as many people as possible. While many assume that guests always just want hotel upgrades or free perks, the fact is that often they just want to be heard, and engaged with. In addition, as companies become more humanized, customers expect them to adapt and have more human core values as a company. They expect them to take vocal stands on social media - a very human quality. 

Shared value is a must.  Brown explored how important it is for brands to be honest with themselves. Let’s face it—people don’t want to hear from certain brands every day. Marketers must ask themselves—what is the useful information that our brand can provide? At Coca-Cola, they focus on Purposeful Edutainment. For them, clever has become useful because it makes people laugh—that’s the shared value that they bring to their audience.

The right infrastructure ensures success.
As Brown put it, publishing great content every day requires a muscle that not all marketers have right now.  The growing prominence of real-time marketing has made that very clear. Kline further dove into the importance of having the right team and processes ready in advance. While certain initiatives and opportunities might happen rapidly in the moment, you need to have a solid social infrastructure already in place where you can turn on a dime with real-time marketing.

And it doesn’t need to be limited to just social. Real-time marketing may have started on social platforms, but it’s expanding to other digital platforms as well, such as digital-out-of-home and display. In 2014, it'll get even bigger and better.

Written by Landon Nguyen, Social Content, and Julie Gomstyn, Corporate Communications

Tuesday
Feb112014

Relevance Has a Deadline: Our New Real-Time Marketing Whitepaper with Newscred

Real-time marketing has the power to support and drive the long-term narrative of any brand. It’s not just about accumulating likes on Facebook, retweets on Twitter, or views on YouTube. It’s about engaging with your customers and adding value to their lives at every touch point.

That said, in its present state, most agency and brand internal infrastructure, as well as external processes, are unequal to the tasks required of RTM. After all, when a period TV series from the 1960’s closely resembles most of today’s agency and client staff models, it might be time for a change.

DigitasLBi partnered with content marketing platform Newscred to explore the ins-and-outs of RTM, and what marketers should do differently, with a focus on:

- How to set up your real-time marketing team, and the new skillsets/talent involved
- The new agency-client relationship
- Turning real-time campaigns into long-term success

"The people who are successful in this space are all in. They have media attached to it, a production budget, and a dedicated team focused on it. You need to have that in place to be successful.“ - Anne-Marie Kline, SVP, Social Content / Managing Director, BrandLIVE, DigitasLBi

Featuring interviews with six of our executives and case studies from across the industry, you can download the whitepaper for free on Newscred's website; plus see excerpts and additional insights in Ad Age and CMO.com

Thursday
Jan092014

CES 2014: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms 

At CES’ Digital Hollywood track, a panel of executives from DigitasLBi, OgilvyEntertainment, Saatchi & Saatchi, Microsoft , and more explored the changing relationship between consumers, advertising, and media platforms in the “Contextual Media & Advertising” session.

While long-term pre-planned campaigns still remain an important part of a brand’s advertising strategy, DigitasLBi’s Anne-Marie Kline, SVP of Content/Managing Director of BrandLIVE, explored the increasing importance and growth of real-time marketing. It’s not just about acting quickly—successful RTM finds the intersection between what people are interested in and the brand purpose. The content should always feel right in the moment—even if you planned it a week ago.

Part of the growth of RTM, and content strategies in general, is understanding that content isn’t free or separate from the rest of your media plan. The right owned, earned, and paid strategy has become an increasingly important factor. The way Kline explained it, daily content calendars are a waste of time. Posting to Facebook at 11:00am every day isn’t going to drive business. You should only be publishing content if you have a distribution strategy.

Good content also requires real investment—in your teams, in your content—for it to drive results. Doug Scott, President of OgilvyEntertainment and the panel’s moderator, touched on the misperceptions surrounding content. People will usually label content as non-working media dollars, but that’s ridiculous because it drives earned media—which makes it working dollars.

The money spent on making content may also move locations in the upcoming year. Eric Johnson, President and Founder of Ignited, predicted that we’ll start to see a shift in where production media dollars are bought and sold—from New York to Los Angeles. Now that anyone can be a star on YouTube, we’ll see even more of Hollywood’s influence on content and advertising.

A New Word for Advertising?

Should our industry even call content strategy a part of “advertising” anymore? Kline made the prediction that in the future we’ll need a new word for advertising, because the process has changed. It’s less about shouting your message at consumers, and more about creating emotional, friendly connections with them. The rest of the panel agreed—and tried to come up with a new term, though nothing was officially coined.

In order to create the kinds of connections that Kline mentioned, she also advocated for a change in the way agencies organize their teams. On top of recruiting vertical experts and creative talent, in the future agencies will also need to go after people with a bit of an improv background: people who are flexible, who can react quickly to the information and data that’s coming at them in real-time—so that their brands connect with audiences more authentically. The changing relationship between consumers, advertising, and media platforms requires a new team model for agencies—an ensemble where everyone wears a few different hats, and makes clients a part of the ideation process. As Kline puts it, “It’s messy but way more fun.”

Tuesday
Dec172013

Five Days of DigitasLBi Predictions (For 2014): Social Content

What’s on the horizon for 2014? We surveyed DigitasLBi leaders across the globe to get their predictions for brands and agencies everywhere. From worldwide trends to local market-level predictions, see the insights that every global marketer needs to know: the social networks that will win (or fail), how mobile will continue to change our lives, exactly how marketers will design for consumers, the technology that they’ll use, and what’s next for big data.

Social Content

LinkedIn will be the big winner in 2014: LinkedIn has proven itself to be extremely marketer-savvy, working with brands to create sponsored content and influencer strategies, while using its rich data to help guide consumer engagement. And while Facebook is making headlines for forcing more pay-to-play engagement, LinkedIn has found a healthy middle between owned and paid content for marketers. Obviously platforms like Instagram, Pinterest, and Twitter shouldn’t be discounted—they’re making significant progress in meeting marketer expectations—but in 2014, LinkedIn will be the big winner as it continues to develop customized solutions and profit from them.

Real-time marketing: it will get better (and bigger).  Despite some recent backlash, real-time marketing is here to stay. In 2014, we’ll see deeper investment from brands and agencies both in terms of budget and time spent. And, we’ll start to see greater integration of RTM into every day brand building versus just one-off moments—or, using the newsroom analogy, think more feature stories vs. breaking news.

The result will be a substantial increase in quality content that anticipates what audiences need and want—it won’t all be reactive à la the Super Bowl blackout, but if done correctly, it’ll feel right in the moment. And though social will continue to lead the way as marketers’ choice of medium for RTM, we’ll see greater expansion into other channels as well, including DOOH.

- Anne-Marie Kline, SVP, Social Content / Managing Director, BrandLIVE, DigitasLBi North America.

In APAC, Facebook gets less social. In Asia, 2014 will see a significant shift for teenagers from Facebook to messenger services for their social interactions. It’s not the death of Facebook by any means (in fact their user base will probably continue to grow) but the level of interactions on the platform will decrease. In the APAC region, where in some markets people have skipped the purchase of a desktop/laptop altogether and gone straight to mobile, the prominence of messenger services and the adoption of sophisticated platforms like WeChat and Line will continue to grow.

- Amit Patel, PR & Content Strategist, DigitasLBi Hong Kong

The demise of Tuenti. Tuenti, a Spanish-based social network (known to many as the Spanish Facebook) has been very popular in the past amongst teenagers. But it seems destined to become the next one-hit-social media wonder. The last few months have seen a consistent decrease in traffic, with its youngest users leaving for Instagram and mobile messaging apps like Whatsapp.  Tuenti has also failed to monetize their platform—advertising is extremely expensive and inflexible, with limited API availability only for Goliath-sized clients.  

Everything points to Telefónica either shutting down this once-promising social platform or converting it into a Whatsapp or Line-styled messaging app, while maintaining  the mobile operator side of Tuenti for “lo quiero todo papi” young consumers.

- Eugenio Sanz, Social Media Strategist, DigitasLBi Spain

Social goes back to basics. In 2014 we’ll see a rise in the simplification of the big social platforms: Facebook, Twitter, YouTube, and more. Ironically, as companies invest more in their social strategies, more of them will shut down or decrease their number of social accounts:  Facebook page merges,  the closing and signposting of Twitter accounts, etc. Global brands will develop solutions for use in multiple markets in several languages –they’re the ones spending the most on advertising, so they’ll create tools with their needs in mind.

Facebook and LinkedIn are on the right track with global pages – this approach will hopefully be implemented across all social platforms. Consumers don’t classify themselves as living in APAC or EMEA; they just want to engage with the brand on their own terms. And hopefully this will also prompt YouTube to reopen some of the inactive usernames for brands.

- Darcie Tanner, Head of Social Media Management, DigitasLBi U.K.

Tuesday
Nov052013

Watch Live: Anne-Marie Kline and Baba Shetty at OMMA Native

Starting in just a few minutes, see DigitasLBi's Anne-Marie Kline, SVP of Social Content / Managing Director of BrandLIVE, discuss brand newsrooms and real-time marketing at OMMA Native with leaders from the IAB, Hill Holliday, Weber Shandwick, and more. And then at 4:15pm EST,  tune in for a panel with Baba Shetty, Chief Strategy & Media Officer for DigitasLBi North America, on the impact of native advertising on agencies, moderated by MediaPost's Joe Mandese himself.

Watch it live below, and follow #MPOMMA on Twitter for live insights.