Eat your lunch with leading professors and gain actionable insights based on peer-reviewed scientific studies.
How to Drive Better Engagement from Sponsored Blogging
Presenters: Christian Hughes (University of Notre Dame) and Vanitha Swaminathan (University of Pittsburgh)
How can firms improve the effectiveness of influence marketing? Nearly 75% of marketers today use influencers to spread word of mouth (WOM) about their products and brands on social media. However, despite the explosion of these social influencers, their effectiveness is still low: For an influencer on Facebook, the average engagement rate per post is .37%; on Twitter, it is even lower at .05%. This presentation will offer insights on steps companies can take to increase the effectiveness of sponsored blogging campaigns.
10 Characteristics of Brand Coolness - and How to Engineer Them
Presenters: Caleb Warren (University of Arizona) and Rajeev Batra (University of Michigan)
Why are some brands cool and how can they keep it? Off-White, Apple, Instagram, Beyoncé, and Jay-Z have thrived partly because consumers think they are cool. Pabst Blue Ribbon became a hipster icon only to lose its luster. This presentation will offer insights on the key qualities of brand coolness and how it can be measured and managed by companies.