As Global Digital Marketing & Social Media Manager at Alcoa, I shape digital and social media strategy for the world's leading producer of aluminum and Fortune 150 company. I didn't just hop aboard the social media bandwagon; I took part in this communications revolution, firsthand. In 2004-2006, as Director of Marketing at American Eagle Outfitters, I spent time with Facebook and MySpace and got to know the companies. I studied social networking as it was happening, and connected with thought leaders all over Silicon Valley. I built close ties to the industry and developed and executed American Eagle's first social media sponsorship deals on Facebook and MySpace, the first in the retail-clothing industry. As we enter this next decade, digital marketing has become more important than ever. With the proliferation of smart phones, tablets, and powerful low cost PCs, digital now trumps all other forms of media to reach an unprecedented number of customers in rich, game changing ways. When you then layer on the social graph of top social networks and the rich ecosystem of applications that take advantage of these social graphs to connect people, digital marketing is no longer about throwing up a site, buying some banner ads, sending out emails, and driving downloads. Its now about enabling customers to discover, explore, talk about and share brand experiences that they play a significant role in creating. We can't control what's said about us; we can only create great content, start a dialogue, listen well and then respond appropriately as the conversation evolves. And the more naturally we can weave content through our experiences and enable the dialogue wherever the consumer wants to have it, the more authentic our brands will be.read more ...read less ...
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