The success of the Webtrends' #didyouseethat B2B campaign at SES New York demonstrates "why successful social media campaigns are no accident," Marketing Programs Manager John Lee writes. "They're the direct result of a strategic, intentional framework that forces marketers to tie 'Wow!' to hard, tangible metrics." The campaign, in which SES attendees were asked to find someone wearing branded, garishly decorated sneakers, garnered more than 3,500 unique social interactions and "face-to-face conversations with 30 target brands," Lee writes.

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