Turning social media and data into marketing gold

Turning social media and data into marketing gold

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How do you turn social media and data in a brand asset? Critical question for today’s modern marketer.

In the latest of our Oystercatchers Club evenings, last night we staged a panel debate with outstanding business leaders who shared their views, both personal and professional on social and data.

Joining Suki on stage were Nicola Mendelsohn, VP EMEA, FacebookWilliam Morris, Group Managing Director Retail, SSE;  Carrie Longton, Co-founder, Mumsnet, and George Bryant, Founding Partner, Brooklyn Brothers.

With the room packed to the hilt with over 160 CEOs, CMOs, Agency Chiefs and industry influencers, and Chatham House Rules in play, we heard hard-hitting true stories – both the good and not so good. With no holds barred.

As good, responsible people, we have promised not to divulge all from last night. But, here are some general thoughts we took home:

  • We’re all struggling how to handle customer data. The answer is trust. Customers must feel the trade has value – if so, they will share their data.
  • Ideas must have energy. People are saying: bring me data but bring insights too. Netflix is a game-changing business. Perceived as an entertainment business but in reality it’s a data business – with smart data targeting.
  • Agencies and brands alike need to work in a more agile way and find a model that enables this to happen and fast.
  • Core marketing principles remain unchanged. The customer is king; honesty and humanity trumps all. At the end of the day we are talking to people.
  • Mobile is centre stage: research from Nottingham Trent University reports that the average person checks their phone 85 times a day. That’s about a third of the time a person is awake. Mobile is the touchstone for data and social media.

Insights from the evening have also been published on today’s Campaign.

Thank you to all our Oystercatchers who joined the conversation last night. And thank you too to our magnificent panellists for sharing their knowledge, experiences and making us just a little less fearful about this new world.

Our next Oystercatchers Club takes place on 17th May at our usual venue of The Mayfair Hotel. Our topic is “The Modern Marketer”. Speakers to be announced shortly.

Victoria Sinclair