Time Warner and ADWEEK brought together top marketing execs and social strategists yesterday to discuss social media and its impact on their businesses and on the industry. The invitation-only event, which took place in the Time Warner Medialab, was the second installment of the ADWEEK/Time Warner Brand Genius Think Tank Series, a forum created for marketing experts to discuss and debate about changing consumer behaviors, innovative strategies and advances in the digital space.
"Social media is one piece of information that helps us make editorial decisions. It doesn't drive decision making, but it's another factor, and it's actually becoming more and more important," said Zucker. "It helps us decide what stories we're going to cover, it reinforces some decisions that we think we have, and sometimes we do find stories that aren't in the mainstream press."
Southern Comfort's Mark Bacon and Activision's Tim Ellis discussed how their businesses use social in the next panel moderated by ADWEEK's Jim Cooper, followed by a discussion between Annalect's Jed Meter and Turner's Howard Shimmel, which was moderated by Time Warner Global Media Group Chief Marketing Officer Kristen O'Hara. Sabrina Calouri, Vice President of Social Media and Performance Marketing at HBO presented on the "rise of the superfan" and the program closed out with the Time Warner Medialab's release of highlights from a recent apps study.
The Time Warner Medialab's findings revealed that branded apps are ideal for generating strong engagement with the associated TV content, while users of interactive apps are more likely to be focused on the app itself. Find more info on the findings here.