The above video interview is from the Effie Awards judging event in NYC.
To increase the value of their earned media relationships, brands will better partner with customers to create improved experiences and engagement by collaborating on real things with more meaning than a tweet.
Craig Elimeliah, RAPP’s Director of Digital and Emerging Technology, sees similarities of practice by many brands on the more established channels, such as Facebook, Foursquare and Twitter. Hence, he’s looking at the social and emerging technology spaces to identify those that are less obvious.
There are lots of “in the wild” insights on curation sites to be mined on how brands are perceived and, on platforms such as Pinterest, purchase intent. These can inform cross-platform strategies for brands to foster cocreation of content and the resulting reaggregation by consumers to their social networks. Elimeliah sees brands giving people tools to build products and utilities that help tell brands’ stories in ways they could not do on their own.
In the interview, Elimeliah presents how RAPP has helped rebrand Humana from the insurance space to the wellness space using both traditional and alternative media streams and methodologies.