MINNEAPOLIS--(BUSINESS WIRE)--“For brands to win trust, there are two things to keep in mind: content and context. Every brand has a unique voice; you have to make sure your content exemplifies that voice. As for context, every channel has a unique perspective. Make sure your content fits the channel.”
This was the advice presented by Wunderman Minneapolis’ director of strategy and planning Chris McLaren at The Conference Board’s recent Research Working Group session. McLaren was invited to shed light on social media content trends and ROI best practices.
Titled “Social Brands: Brand Engagement as a High Performance Engine for Growth,” the conference saw in attendance senior marketing executives from Amgen, Marriott, Walmart, Kaiser Permanente, Sanofi, Prudential, Medtronic and Wells Fargo.
McLaren presented concepts and a strategic framework for consistently delivering on-brand, effective social content via branded channels, and also shared insights into best practices in ROI tracking. To ascertain the relative effectiveness of social media versus other marketing channels, he advised mapping social metrics to marketing KPIs and assigning comparative values using “known” media costs specific to clients.
“Measure value using reliable methods and calculations that are as specific to your business as possible,” McLaren said. “Also, enable budgeting against outcomes rather than deliverables…. ROI measurement isn’t about ‘perfection’; it’s about having some idea of what you’re doing, why you’re doing it, and how you’re doing [it].”
The two-day affair, which began February 11, 2014, was held at Amgen’s corporate campus in Thousand Oaks, CA.
To view McLaren’s presentations, please visit http://wndr.mn/mclaren.
About Wunderman
Advertising Age ranks Wunderman as the #1 global digital agency network. Founded by Lester Wunderman in 1958, Wunderman has 170 offices in 60 countries offering Brand Experience, Consumer Engagement, Data & Insights and World Health marketing solutions. Powered by complex analytics and strategic insight, creative content engages the consumer as participant, critic, creator and champion in always-on conversations to propel our clients’ growth. Best Buy, Citibank, Coca-Cola, Ford, Land Rover, Microsoft, Nokia, Novartis, Telefonica and leading local and regional brands are among them. Wunderman is a member of WPP (NASDAQ:WPPGY) and part of Young & Rubicam Group. For more information: www.wunderman.com.
