we the people: your audience is the preamble to great social content

We the People: Your Audience is the Preamble to Great Social Content

Francine Feder VP, Integrated Brand Marketing, Foot Locker

Emily Berg SVP, Enterprise Social Media Team, Bank of America

Meet the Panelists

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Observe, Learn and Be Useful Emily Berg, Bank of America

Provide ways to connect audiences to what they care about.

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Because what’s baseball without hotdogs?

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Content Categories

•  Campaign amplification •  Monthly stock •  Flow/trending

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How content is useful

•  Build the audience •  Build the engagement •  Become a whole persona

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Content is King: The Foot Locker Approach Francine Feder

Entertain Engage

Educate

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Educate Product, Style, Store

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Entertain Funny, Timely, Original

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Engage Athlete partnerships, sports

moments, product polls

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