Jessica Thorpe

Opinion: With a little bit of coordination, those social plans can have more impact

The way we consume or look for product information is changing. I could argue that it already has. Social media and video are playing a more active role in all aspects of the shopping journey. And this is the case for both traditional brick and mortar and ecommerce.

Standards are forming, and finding the balance between brand and creator needs is increasingly complex. Depending on which side of the fence you stand, one topic that is ripe for debate is the economics of it all.

Was interviewed by Bree Brouwer as part of a series on content creator platforms changing the game for the online video industry.

Contributed to the eBook thanks to Linda Pophal, where I give advice on authenticity when working with influencers.

Finding a place to insert your brand voice and be heard in an environment with so much noise can be challenging, but using video to help tell a brand story is both compelling and viewed by many marketing professionals as one of the most effective content types in terms of ROI. So, how can brand marketers properly take advantage of this platform to connect with potential customers and drive engagement?

With the growth of platforms like Facebook and Twitter, consumers are now empowered with the ability to communicate with brands and one another instantaneously and publicly. They are sharing their experiences with products and brands through text, images and photos across retail, social and brand-owned properties. So how do marketers address this real-time influx of consumer contributions on the Web that surround their brands? It is imperative to gain a full understanding of these “brand… Show more

With the growth of platforms like Facebook and Twitter, consumers are now empowered with the ability to communicate with brands and one another instantaneously and publicly. They are sharing their experiences with products and brands through text, images and photos across retail, social and brand-owned properties. So how do marketers address this real-time influx of consumer contributions on the Web that surround their brands? It is imperative to gain a full understanding of these “brand connected consumers” (BCCs): what they expect as well as the impact a brand's response can have on their own shopping behaviors and those of other consumers. Show less

EXPO and Geometry Global teamed up to uncover the power and expectations of digitally-engaged consumers who regularly connect with brands online and gain insights on how a brand’s response to that engagement ultimately influences other consumers’ purchase intent/future shopping behavior. Exploring beyond the “freebie seeking” fans or the “influencer” group a PR team may compensate to post on a brand’s behalf, EXPO and Geometry Global wanted to learn more about the most vocal segment of… Show more

EXPO and Geometry Global teamed up to uncover the power and expectations of digitally-engaged consumers who regularly connect with brands online and gain insights on how a brand’s response to that engagement ultimately influences other consumers’ purchase intent/future shopping behavior. Exploring beyond the “freebie seeking” fans or the “influencer” group a PR team may compensate to post on a brand’s behalf, EXPO and Geometry Global wanted to learn more about the most vocal segment of consumers – Brand Connected Consumers – who are already out there actively sharing content and opinions about brands, as well as determine what ramifications brands might feel if these consumers go unanswered. Show less