Viral Nation's Brandon Lentino talks about the blend of tech and human expertise

Transcript

00:00It's the right blend of technology and humanity, right? I think that we would all agree the tried

00:06and true tech stack is still required. You need the right social listening tools. You need to be

00:11listening, but it has to be combined with the right human expertise, and that human expertise

00:17really being a duality of understanding your brand, or for us, our brand partners, and knowing

00:21this is a moment where the brand should be inserted because it matters to the community,

00:26but then also listening to the community that you're looking to reach, and so for us, we lean

00:31very heavily on our community management teams. They're really our ear to these communities as

00:36well, the creators, the niches and the sub-verticals themselves, and I think when you combine those two

00:43things together, you'll know the right moment, and I love, I think, Todd, it was something that you

00:47mentioned, or it was mentioned on the stage at least, which is building a trend, especially if

00:53you're partnering with a creator, building into that trend with that creator, not just trying to

00:58capitalize on that moment, and you know, for us, I think about a really great opportunity we had

01:03with Zillow this year when, you know, Jules LeBron was having her demure moment. We knew that this was

01:08an opportunity for Zillow. Why? Because frankly speaking, the people that are buying homes now are

01:13increasingly on social, and so for us, it was about how do we, you know, partner with Jules and create

01:19this really captivating series where she's doing home tours, and she's telling you which

01:23dining room is demure, and which office is particularly mindful, and it worked out incredibly

01:30well. It was one of Zillow's most social campaigns of the year, and I think that was a really great

01:34example of the right time, the right community, building it with the creator, and the results

01:40and the authenticity speak for itself as a result.