Jordan Kretchmer is founder and CEO of Livefyre, a content marketing and engagement platform that helps organizations build and manage real-time social experiences around their content.
I invited Jordan to Marketing Smarts to talk about a recent Forrester Research report on 2015 trends. Forrester observed that social media is no longer evolving at the same rate, and it predicted that branded communities will take on greater importance as organic reach on social platforms diminishes.
Here are just a few highlights from our conversation:
Microsites are back; build campaign sites to bring your audience to you (03:35): “If you go back five or six years ago, most brands started utilizing Facebook and Twitter (Instagram didn’t exist yet, so it was Flickr and YouTube). They started using those channels as the primary distribution channel for their content that they were creating, and the problem with that was that they became very reliant on those third-party channels (that they don’t have any control over at all) in order to distribute their content out to their audience. Fast-forward five years, and most brands area realizing that in order to maintain long-term value in their audience and maintain control over how they grow their audience and how they get data from their audience, they have to build their own distribution channels. They have to build their own destinations for their fans to come participate with them as a brand, so it is a little bit ‘Back to the Future.’ The term ‘microsite’ is actually coming back around again. You have brands talking about building campaign sites and microsites for their new product launches.”
