Counting likes and followers isn’t enough in 2016. – Tammy Gordon, AARP
Today, we have insight from a marketer who has not only made agining cool, but has made it digital. Tammy Gordon launched AARP’s award-winning social media team in 2009 and then expanded into multimedia social content with the launch of AARP Studios in 2014. We were lucky enough to get her take on some key marketing trends and changes for 2016. Here’s a look at what she had to say.
What role do you see Influencer Marketing playing in brand marketing strategies in 2016?
We’re already planning several campaigns for 2016 that leverage social influencers. It’s so important to AARP to make sure that real people are telling their friends and families why they love being a part of this organization. Whether it’s challenging stereotypes on aging on Twitter or influencers blogging about why it’s so important for presidential contenders to have a serious Social Security plan, it’s important to have authentic and powerful voices issuing those calls to action.
What is the most widespread mistake you’ve seen brand marketers make in 2015 that you hope they learn from in 2016?
The most pervasive issue I see is marketers who are not tying social goals to the overall organization goals. Counting likes and followers isn’t enough in 2016. Marketers must be leveraging everything from top of the funnel awareness down to driving sales or changing a conversation at the bottom – and then re-engaging those folks to be your advocates. That’s when the C-Suite will start taking you seriously.
What word do you hope is officially banned from marketing vernacular in 2016?
Ugh. I still get asked to make things “a viral video.” Can we make that stop? Here’s how you make something go viral… make something so amazing, inspiring or funny that everyone is moved to share it on their own Facebook page. If it’s not that, it ain’t going viral.
What marketing events are you most looking forward to in 2016?
I’m burned out on the events cycle. I’m looking for more opportunities to spend one on one time with digital CMOs and social strategists that are doing amazing work. Small groups, digital brand innovators that I can actually learn from… that’s what catches my eye and makes me want to get on a plane.
Want to hear more from Tammy? Follow her on Twitter at @tammy or connect with the team via #AARPsocial.