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Yahoo! Social Marketing Webinar

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Yahoo! Social Marketing Webinar - Video

I Inspire Social Marketing Setup

By: I Inspire Movement

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I Inspire Social Marketing Setup - Video

Are You A Terrorist?
Do you pass the terrorist test list. The South Africa Spy cables contain a secret document shared by The Australian Security Intelligence Organization, or ASIO, with other spy agencies called:....

By: Burak Opul

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Are You A Terrorist? - Video

Social media has changed the way brands engage with their consumers, say marketing experts from Crowdtap, Weight Watchers, and MRY, who believe brands must put people at the heart of their marketing strategy to create authentic social content.

Marketers today face a huge obstacle when trying to reach young consumers: 84 percent of Millennials don't like traditional advertising nor do they trust it, according to a recent study. To solve this problem, brands need to empower their customers on social and put people at the heart of their marketing strategy, according to executives from Crowdtap, Weight Watchers, and MRY.

"Fundamentally our relationship with consumers is broken," said Sean Foster, chief executive (CEO) of marketing platform Crowdtap, during his panel discussion entitled "People-Power Marketing: A Crash Course in Putting Consumers at the Heart of Your Brand" at Social Media Week.

Consumers today want a different relationship from what they are getting right now from many brands, explained Foster, because social media has changed and continues to change everything. To adapt to these changes, Foster noted that brands must move from a "closed system" to an "open system" where consumers become architects of a brand.

"It's about empowering people to help you build a brand," he said. "It's about people over advertising."

Lee Hurley, vice president of digital and social at Weight Watchers, agreed that people have the power to help a brand succeed.

Using Weight Watchers as an example, Hurley explained about the brand's "relevancy issue." "[Consumers] think that Weight Watchers is an old-fashioned and rigid diet. The word 'diet' is filled with isolation, perfection, and shame and self-loathing. Diet is not fun," she said. "[But] Weight Watchers is not a diet company. It's a people company. It's a lifestyle, and diet can be delicious and fun."

To deliver the desired message, Hurley and her team attempt to bring Weight Watchers to life through its own community.

First, they seek to create strong engagement through collaboration with consumers. According to Hurley, people visit Weight Watchers' social media platforms multiple times a day for food content. "We ask the crowd what they want to eat. When we ask them, the content [sees] 11 percent higher engagement on Instagram," she said.

Next, they amplify the message and build trust by leveraging user-generated content (UGC). "For us especially, to hear from someone who is having success in [our] program is very compelling," Hurley said. "For me to tell [a customer] that when you are not on a diet, you can still lose weight, there may be still some trust issues. [But] when you actually hear a member tell you that story, it's game changing."

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84 Percent of Millennials Dont Trust Traditional Advertising

COLORADO SPRINGS USA Swimming will hold its first-annual marketing conference entitled #SwimBiz: Social Media, Sponsorship and Swimming. The marketing-focused conference will be held in Colorado Springs Sunday, March 29 Tuesday, March 31, 2015. Click here forthe full schedule and registration details

#SwimBiz will focus on growing participation, increasing revenue and promoting the sport. A signature of the conference is the Social Media Boot Camp followed by a food truck tasting event at the Colorado Springs Marriott. There will be presentations on social media, advertising, branding, communications, sponsorship and local promotion for clubs.

Attendees will include swim teams, LSCs, learn-to-swim leaders, other National Governing Bodies and more.

USA Swimming offers so many great resources on the wet side of the sport, we felt we could provide a fun, entertaining and educational conference on the dry side as well, said USA Swimming Chief Marketing Officer Matt Farrell. Whether attendees are new to social media and sponsorship or pros, the program will help everyone promote the sport and network with other clubs and our corporate partners.

Featured speakers are from USA Swimming, the U.S. Olympic Committee, NASCAR, UNLV, Groundfloor Media, Nations Capital Swim Club, Floaties Swim School, Minnesota Swimming and more. For more details on #SwimBiz, please visit: usaswimming.org/swimbiz.

#SwimBiz Topics

#SwimBiz Club Marketing Awards

The #SwimBiz Club Marketing Awards will recognize the best local marketing and promotional efforts in the sport. Clubs will nominate their best marketing campaigns/ideas from the year. Through a combination of online voting and a panel of experts, USA Swimming member clubs will be recognized.Awards will be handed out at the #SwimBiz Club Marketing Awards Dinner. Stay tuned for the categories and submissions process!

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#SwimBiz: Social Media, Sponsorship & USA Swimming Marketing Conference