On the evening of April 27th, Efficient Frontier hosted clients, prospects, and partners at Seattle’s iconic Canlis restaurant. The topic: Facebook. After enjoying ample Dungeness crabs, the group heard from Forrester Research’s Elizabeth Shaw who referred to the channel as the “800 pound gorilla in marketing departments”. Shaw, who covers Emerging Media at Forrester, spoke to a room of marketers about the importance of being agile and adaptive in the social space. She forecasted that within a year “one in six marketers will be absent from social channels”. Shaw also emphasized that not every brand can and should use Facebook in the same way. Brands must have a strategy if they have a Facebook page. Social clutter (in this case when one’s news feed is bombarded by irrelevant noise from friends) is a real way for brands to miss the value of the channel.
Justin Merickel, Efficient Frontier’s VP of Marketing and New Product Development discussed three key insights on social marketing the medium. First, he reinforced Shaw’s perspective on the value of Facebook marketing. Justin also shared several insights on how advertisers have been using Facebook in their direct and brand marketing efforts. And last but not least, he wowed the audience by showcasing some key workflow and optimization of EF’s proprietary platform.
Overall, the event fused thought leadership, excellent company, and exceptional Seattle seafood. Keep an eye out for other events brought to you by Efficient Frontier’s Performance Institute.
Attendees in the Canlis Penthouse
Julia Soffa, Marketing Coordinator
Comments