Elevating the role of social media to drive emotional brand attachment
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Establishing emotional connections with consumers is no longer "nice to have”—it's an integral part of building your organization’s brand. Social media marketers have known this for years. We spend countless hours trying to correlate social KPIs to business objectives and hosting social media education road shows—all to influence colleagues on the importance of customer engagement.
Eric Gray, senior director of content engagement at Universal Orlando Resort, will take you on a journey that includes a therapy session for social media managers and a research discussion about consumer engagement. He’ll highlight how Universal Orlando is using emotional storytelling and most importantly, inspire you to pursue not just social media engagement, but driving emotional brand attachment.
Eric Gray is senior director of content engagement for Universal Orlando Resort. He is a brand storyteller, marketing executive and former broadcaster with more than 13 years of experience leading content, creative and social media for brands including EA Sports and Universal Orlando Resort. His current team's focus is driving customer engagement with the Universal Orlando Resort brand. Gray and his teams have executed multiple high-impact campaigns for new attraction openings, such as The Wizarding World of Harry Potter: Diagon Alley, many product launches for titles including FIFA and Madden, and the recent national TV campaign, “This is Universal.” As a former sports radio pro turned brand storyteller, Gray has a passion for helping organizations connect with consumers though customer-centric engagement strategies and rich storytelling activations that capture people’s attention. He was once retweeted by @BarackObama (or Obama’s team of social media interns).