by Edward Boches, Chief Innovation Officer at Mullen and also the Chief Marketing Officer at Springpad.
We’ve gone from being storytellers to marketers who need to master the tools and tactics that will get others to tell stories for us and or create them with us. As my my friend Mike Arauz likes to remind us, “We tell our friends about your brand not because we like your brand, but because we like our friends.”
We need to ask new questions in order to craft a more relevant brief. And while attention-getting, original, unexpected, entertaining and emotional are still the criteria we use to evaluate creative, we need to make work that is shareable, interactive, participatory, useful and ongoing.
Download "When the Readers Become Writers What Do the Writers Become?"
by Maria Poveromo, Director Social Media, Adobe Systems.
Maria's main areas of focus include corporate strategy, governance, measurement, brand engagement, and development of social media best practices. Prior to this role, Maria led the Global Public Relations team at Adobe.
Download "Social Media Measurement and ROI: One Company’s Perspective"
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