It was a packed house last night at Viacom as Magnified Media’s Chief Content Officer, Michelle Lee (third from left), spoke about content strategy, social media, digital storytelling, and the challenges of real-time content. The three other incredible panelists at the Digital Diversity Network‘s first-ever Content Strategy Salon included, from left:
- Rosa Alonso: Creator/Founder of Mi Vida Tech, an award-winning technology lifestyle blog & VP, Group Account Director IMM
- Karim Mawji: SVP, Digital Platform, Music & Entertainment Ad Sales, Viacom
- Mina Seetharaman: Global Director, Content Strategy & Global Integrated Solutions, The Economist Group
The group fielded questions from Saatchi & Saatchi VP, Director of Integrated Production Kedma Brown, about emerging digital platforms, ROI, and whether “viral” is really a dirty word. “It’s not wrong for clients to want viral content,” said Lee at the 3-hour May 8 event. “There just needs to be a shared understanding about what ‘viral’ actually means.”
The shortest distance between two people is a story
After cocktails and intros by Richard Gay, EVP, Strategy & Operations, Music Group, Viacom Media Networks, and Dhanusha Sivajee, Chief Marketing Officer of AOL Brand Group, the group spoke about the importance of emotion and storytelling in the new digital landscape. “The shortest distance between two people is a story,” said Seetharaman.
Added Lee, “Any type of brand publishing boils down to emotional resonance. We spend a great part of our content work in branding sessions to figure out what that emotion should be for a particular client. You have to know who your brand is.”