Ponder is founder of WebCityGirls.com, a highly successful multicultural social media agency providing an interactive digital platform and social press team that covers red carpet events. WebCityGirls utilizes social networks to create an authentic, “humanizing connection” between brands and audiences with a focus on amplifying a brand’s online message.
A digital entrepreneur and pioneer, Ponder began her career in traditional advertising with a successful commercial TV production company and established the first virtual international production company with offices in Miami and Mexico. Her clients have included The Ford Motor Company, Coffee Mate, Cricket Wireless, Florida Dairy Farmers, and Post Foods among others.
Additionally, Ponder is the creator of bilingual “online-social change movement” #BeNumberless aimed at women all ages. She spoke with CMO Tech News about how she works with marketing teams to support their campaign objectives through live brand activation. Ponder emphasizes the power of celebrity to facilitate meaningful interaction between brands/causes and a target audience in a virtual environment.
CMO Tech News: Define live activation and please give an example of the elements of a successful brand campaign.
Ponder: Using all of WebCityGirls social channels, including Facebook LIVE, Snapchat, Twitter, Periscope and Instagram, we promote a specific, experiential online event that ‘actions’ people and brands into contact through a virtual platform. Most recently I rolled out a digital brand awareness campaign for webcitygirls.com, based on exposing a secret.
I reached out to beloved Latina celebrity Gaby Espino to help me reveal the secret through Facebook LIVE, where she would interview me. The digital campaign began with daily 15-second video teaser promos, featuring influencers and celebrity friends to build anticipation for the ‘big reveal.’ The promotional campaign and launch of #BeNumberless / #SerSinNumero, a bilingual lifestyle concept generated more than 1 million views of all content created.
CMO Tech News: How do you work with CMO’s to plan and launch these campaigns?
Ponder: As a trusted content creator and producer I am typically given the liberty to create campaigns that engage with the community. I do follow and align the message with a CMO’s overall marketing strategy.
CMO Tech News: What factors are important in the successful launch of a live product or service activation?
Ponder: A strategy for promotional efforts that incorporates the live activation on all social platforms is fundamental. The idea is to create expectation and awareness for the brand involved. A giveaway is a great way to create engagement, interaction and extend the brand message. The conversation during live activation can be scripted, although a mix of spontaneity makes good entertainment during live activation.
CMO Tech News: What are the pitfalls marketing teams should be aware of when planning a live activation?
Ponder: It’s imperative to select a host with experience on camera, savvy in social media, and someone with a personality suited to the brand and its audience. You usually want someone who is engaging, fun and who has fundamental knowledge of what is being discussed [during live activation].
The audience needs to be entertained and educated in a short amount of time. Length should not be more than 5 to 10 minutes.
CMO Tech News: How do you evaluate a campaign?
Ponder: There’s a thought process we follow that is tied directly into the concept of humanizing brands in a virtual environment that connects with their audience.
- Did the campaign successfully educate, entertain, inspire, or empower?
- Did people take an action? This may be measured in different ways for different campaigns.
- Did my participation deliver possible economic value to my client?
Metrics that we are primarily concerned with are Engagement Rate – the number of re-shares or re-tweets per post. And, Likes and Comments – did we generate a viral conversation among the demographic.
CMO Tech News: What do you mean by the “authentic human touch” of marketing efforts?
Ponder: I have a unique, fun and entertaining way of communicating with my audience. My social narrative always includes whatever is happening in my life at that moment, as part of the communication when working with brands (or as I create content for my brand).
I keep it real and make sure that all the content I create and share adds value to my community and to my clients. The truthfulness of my content makes communication authentic; it provides a human touch. The trend for social platforms is to get closer to more authentic, genuine communication. Truthfulness is a really important element in social media.
Connect with Lynn Ponder
Awards
- LATISM Best Latina Micro-Blogger 2013
- Hispanicize Tecla Awards 3-Time Winner 2015
- LATISM Top Latina Influencer 2015/2014/2013/2012
