Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 6)

SM: All marketers need to turn into media companies. DK: That is a good point. SM: In the B2B world, the same thing is happening. It is not just consumer brands and consumer retailers. It is all the way. If you are running a software company in whatever domain you are talking about, you have

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Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 5)

Sramana Mitra: You said there are certain segments that you can reach through these user-generated videos but not through the regular brand messages. Can you give us an example of these segments? Daphne Kwon: We tested a women’s beauty product and tested it against a “how to” video that was professionally created. What we found

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Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 4)

Sramana Mitra: What incentive do you offer to consumers to create these highly persuasive user-generated videos? Daphne Kwon: There are a couple of incentives, and they depend on what the brands are looking for. We try to gamify everything. We are looking for specific actions. You have to show your face, you have to show

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Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 3)

Sramana Mitra: Is this user-generated content used by the brand itself? Daphne Kwon: Yes. SM: So a brand puts these videos on their Facebook page. Talk to me more about video SEO.

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 2)

Sramana Mitra: The user-generated content story has been going on since the middle of the 2000s. Daphne Kwon: The people that user-generated video persuades are separate from professional content that brands create. So, there is basically no overlap between people who are moved buy based on a social video and people who are moved by

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Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 1)

Daphne Kwon is the chief executive officer of Expo TV, a free-to-join community where consumers post “videoopinions” about products and services they acquired. Daphne studied at Harvard Business School and was a financial analyst at Morgan Stanley, senior analyst at The Walt Disney Company, and CFO at Oxygen network, among other positions. In this interview

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