FIGARODIGITAL.CO.UK
Marketers Who Matter Start-ups, upstarts and digital disruptors: we profi le the people helping to shape modern marketing Pollyanna Ward
DIGITAL AND SOCIAL MEDIA MANAGER, BISCUITS, MONDELEZ
Describe some of your favourite projects at Mondelez so far. PW: In my role at Mondelez I basically make our biscuits come to life online, through strategy and execution. My two favourite projects are ones where we’ve been particularly innovative. Last year we ran a Snapchat lens where users could have Oreos fl y around their face. To take it a step further, I then streamed it to the big screens at Piccadilly Circus, so it combined online and offl ine and gave the content legs, rather than keeping it contained to one platform. We’ve just fi nished another campaign with Belvita using Google’s Vogon technology. It uses customised creative based on what the user is searching and watching on YouTube, so it’s basically a way to do personalisation at scale. We’ve been able to do something diff erent, and make biscuits even more exciting than they already are!
Is social media levelling the playing fi eld for marketers from disruptive brands? PW: Social media is what users go on to talk to and share with their friends and family. No one is going online to have a conversation with a biscuit. I think the main reason brands are on there is to tap into the large
inventory of people available, but these platforms are so saturated- you’re pitching your content against grandma’s birthday. It’s a pay to play environment, and in the same way that you don’t expect to get a free advert on television, it’s just the same for social media. In terms of value for money and potential reach, the reach is where your audience is. By implementing things like real-time feedback, you can understand how your creative is performing. I think it relies a lot on your creative, and one thing that I am focusing on is ensuring that my message has landed with our audience. If my message comes after three seconds on Facebook or fi ve seconds on Youtube, but I’m just counting ‘views’, then how can I be sure that the audience got what I wanted to them to take away?
Looking at view-through rates allows marketers to know if we really have done our job.
How do you think marketers should mix up their social media strategy for impact?
PW: Start off with the data that you already have. Understand what your audience is doing; fi gure out where they are and what their habits are, and if they’re on Facebook then that’s where you need to be going. In terms of the best social media mix, in the past it was about being present on every single platform. Now we have to be a bit smarter, because no one has the resources to be tweeting 24 hours a day, and updating their Pinterest, and
updating their Facebook and their
Instagram. It’s all about being a lot smarter with where you’ve got to be. Otherwise you’re just being ineffi cient.
Are there any practices that should be dropped? PW: Looking at likes and comments. It’s a bit like marking your own homework! There’s no evidence that likes and comments drive ROI. It’s very easy to say “OK, someone liked your creative”, but think about your own user behaviour- your friends might tag you in something, you might like it out of politeness, but there’s no evidence that you’ve then gone and bought something. It really is about ensuring that your message has landed, and you can do that with better metrics. How many eyeballs got onto your content, and once they got there, what happened? Did they get your message? Did they stay there for three seconds, fi ve seconds, ten seconds? In the past it was a case of putting
your TV advert on Facebook and putting captions on it, but that doesn’t work anymore. Think about your resource, your budget and the creative assets that you have. If you have a landscape advert, think about making it square for Facebook or Instagram. Can you make it vertical for it to land on Snapchat, or turn it into a gif that works on Twitter? It’s fi nding out where your audience is, and then giving them what they’re used to seeing, so they’re not disrupted.
mondelezinternational.com
8 issue 30 summer 2017
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