Every Follow Friday, we round up a list of people with active Twitter accounts, ones that we feel are worth a click on the ‘follow’ button.
This week, we’re focusing on the people who are pushing for change from inside legacy brands, encouraging their organizations to embrace the shift to digital.
What's wrong with agencies is a direct reflection of what's wrong with clients. CMOs should take this to heart. http://t.co/H4j4LXNkzv
— Rebecca Shropshire (@theshrops) October 9, 2014
Rebecca Shropshire, director of digital commercial innovation at the CBC.
Coming at digital marketing from a publisher’s perspective, Shropshire has a lot to say about what marketers, agencies, and publishers can do to appeal to consumers. We heard from her this week during the BrightRoll Video Summit in Toronto, where Shropshire talked about the advantages of programmatic ad buying and why, if she was given the choice, she would move all of the CBC’s inventory to programmatic right now.
Shropshire tweets on marketing topics like ad exchanges, ad inventory, and participating in dialogues with customers and customers.
Why I love working at Canadian Tire. So many cool things to do. http://t.co/o5KaMJIlzM
— Rex Lee (@eelxer) October 31, 2014
Rex Lee, vice-president of digital technology at Canadian Tire.
As the vice-president of digital technology at Canadian Tire, one of the country’s legacy brands, Lee tweets about digital marketing, branding, and staying relevant while times are changing. We spoke to Lee this week about how marketers can combine both the digital and physical worlds in their campaigns to appeal to their customers.
For me, I concentrate on UVs for reach, PVs for text content and Time Spent for Audio/Video @kellykubrick @kristinwozniak #CPRSOttGatChat
— Greg Dinsmore (@gdinsmore) September 23, 2014
Greg Dinsmore, digital research manager at the CBC.
When the CBC broadcast the Sochi 2014 Olympics, as well as the FIFA World Cup, Dinsmore’s job was to track how Canadian viewers were consuming CBC’s content in real-time, through a slew of different devices. Using Adobe Analytics, Dinsmore was able to see the number of viewers consuming video content on devices aside from the TV was 51 per cent, compared to the World Cup in 2010. Plus, audiences watched nearly 14 million hours of CBC’s content at Sochi through streaming it online – showing how Canadians are increasingly embracing digital video.
Dinsmore tweets on capturing and analyzing data, as well as how data can be applied in journalism and in news gathering.