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Second Screen Engagement: Twitter VP @joell to Share Latest Trends #SESNY

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Joel LunenfeldJoel Lunenfeld, Twitter’s VP of Global Brand Strategy, will be a keynote speaker at SES New York 2013. The leading event for experienced marketing and advertising professionals will take place March 25-28, 2013, at the New York Marriott Marquis.

Lunenfeld’s morning keynote on Wednesday, March 27, is on Optimizing Second Screen Engagement: Trends, Data and Insights.

Mobile engagement and activation, while consumers are watching TV or out in the real world, is becoming increasingly prevalent. Lunenfeld will share some new data and examples that show where second screen activation is headed in 2013.

Lunenfeld has been one of the top influencers in the digital space for over a decade. He is known for encouraging his clients and teams to venture down unchartered paths to discover new ways of igniting conversations between brands and people.

Prior to joining Twitter, Lunenfeld was a founding member and CEO of Moxie Interactive, a top digital agency, leading engagement with world-class brands such as Verizon Wireless, L'Oreal, Twentieth Century Fox and Coca-Cola. He is an entrepreneur and change agent that believes in the power of participation and the new role technology plays connecting brands and their customers.

Search Engine Watch (SEW) asked Joel Lunenfeld (JL) four questions about his upcoming keynote.

SEW: In February, we learned that there are 200 million Twitter users globally and 1 billion Tweets every 2.5 days. Why have status updates become so popular?

JL: People want to share what's happening and see what's going on in the world, or their world... that behavior is not new, however there has never been a platform to do this in real-time, in public, and at scale before. Twitter has become a global town square where people exchange ideas, information, and comment together on what’s happening.

SEW: It seems that Twitter is where news breaks today. Can you share some recent examples of this phenomenon?

JL: A really relevant example would be the story of the Vauxhall helicopter crash in London on January 16th. Within minutes of the crash, Tweets from citizens break first, then the BBC. Better than describing it is to view this visualization of how it played out on Twitter.

Each node represents a user who tweeted. Edges are connections, such as RT's. The size of node represents the influence of the user. Users emerge from the center of the image, and move to the edge. As a user’s Tweet is retweeted, they are pulled back into the center of the image. You can observe how at first the story is reported by passers-by. However the importance of trusted news sources quickly overtakes the witness Tweets. Witness Tweets are still heavily retweeted even alongside Sky News and BBC.

SEW: People seem to be using mobile on the sofa, on the move, in the moment. How are these individual conversations building brands?

JL: Twitter is over 60 percent mobile, and for many it has become the first screen. When events happen in the real world, they happen on Twitter. 65 percent of those using Twitter do so in front of a TV, and according to Nielsen 33 percent Tweet about what they are watching. Twitter has become the social soundtrack for TV. As with content, brands have become part of the conversation. During the Super Bowl last month, 50 percent of all brands included a hashtag in their spot. Because of this, the conversations and earned media played out on Twitter.

SEW: Vine has been called “The Next Big Thing” in social media. What are the opportunities that Vine offers Businesses?

JL: John Hegarty said, “Creativity in advertising is all about the power of reduction. Write less, say more.” Just as Twitter re-introduced brevity into written communications, Vine is proving to do the same for video.

More Reasons to Attend SES New York 2013

In addition to Lunenfeld’s morning keynote on Wednesday, Mar. 27, Mike Proulx, Senior VP and Director, Social Media, Hill Holliday, will give the opening keynote about Social TV on Tuesday, March 26.

Mike Grehan, publisher of Search Engine Watch and ClickZ and producer of the SES international conference series, spoke about both keynote speakers during an interview last month at SES London 2013.

SES New York 2013 offers a variety of conference passes and on-site training. For more information, click on Rates and Registration Details. Group discounts for 4 or more pass holders from the same company are also available by contacting [email protected] and are the best value for the lowest price possible.

I should disclose that SES New York is a client of my agency. But, trust me; you won’t want to miss either of the keynote speakers.


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