NEW members are more 'social' in Toronto
Thursday, May 28, 2015
Posted by: Barbara Francella
"Consumers are now
the new brand advocates and storytellers — engage them," Julie
Rusciolelli, president of Maverick, a public relations firm, told 120 leaders
at the NEW Toronto spring learning event, May 21, 2015 at Mississauga Convention Centre in Mississauga,
Dale King, director of client services for Nielsen, Media Canada and Simon Rodrigue, senior vice president of
eCommerce for Walmart Canada, for the panel discussion "Social Media Tool
Chest for Leaders," focusing on the evolving social and digital
View photos on Facebook
Rusciolelli zeroed in on key social influencers who own
or shape a brand's narrative by inserting themselves in public conversations or
reversing negative sentiment. "Brands that are authentic and nimble are
winning the day," Rusciolelli said. "They get the immediacy of social
and know how to play in it."
King offered insight on measuring the success of social media campaigns. "We’ve
moved well past first-generation measurement such as clicks to much more
meaningful measures such as on-target percent audience delivery, to view
ability of creative and brand life as measured by awareness, likeability and
Real-time social media measures enable brand owners to
reallocate dollars based on real behavior, King said, adding that
"regardless of the channel, measurement is a requirement for marketing to
have the desired seat at the table."
"The customer doesn't understand the channel,"
Rodrigue added. "They want to buy what they want and technology can either
help or hinder them.
"Fail fast and fail often," he advised, explaining that companies
need to test to get it right, but the pace has to be so quick that you can
recover even faster. Hiring top talent in the digital space is a key
differentiator for many organizations.
NEW Toronto PR Co-Lead Gabby Nobrega of Breakthrough
Communications said the learning event's topic was especially relevant to NEW
members. "If brand leaders know one thing about today’s marketplace, it’s that
social continues to dominate the conversation — in the boardroom and in
the marketplace,” she said. "[We created] a platform to help companies rethink
how they win in the market, starting with how they engage, while reminding them
the road to success would not be possible without the failures along the way."
Toronto committee members gathered at the spring learning event,
May 21, 2015
in Mississauga, Ontario.