Intern Interview Series: Peter Hammer, Analytics Intern

Posted by: in Social Media Insights & Trends on October 20, 2014

Next in our Internship Interview Series is Peter Hammer, a graduate of the University of Minnesota-Duluth, who majored in Mathematics and Actuary Science and Statistics. He is based out of our Minneapolis office and is delighted to share a bit of insight into his experience with our Internship Program.


Why did you apply for this position?

I saw this job posted on, so I read up on the company. I saw that W2O group had just opened up the office in Minneapolis within the past year. I also read an announcement about Lauren Hougas and Rob Silas and their experience within the industry and thought that this would be a great learning opportunity to understand how social media has evolved. Since I have a math and statistics background, I knew I was very interested in analyzing how humans are changing within this huge data age we live in and how we can understand it from a quantitative state. With new healthcare reforms and social media becoming ever more important to companies and people, I thought it would be a great opportunity to watch my major come to life and experience real applications.

What are some projects you have been involved in?

I participated in the 6 week long internship project where three others and I were able to work on a new application to diagnose skin conditions using analytics and watch it come to life. I have also been involved in a meme for a Fortune 500 company, which was both challenging and rewarding since I was working with investors who have very little content compared to regular influencers who generally have a large amount of content. Working with Lauren Hougas and the analytics team to develop new, creative ways to pull information and make it into a story has been an amazing experience. Knowing that I have helped large companies make executive decisions is an empowering feeling.

What has been your favorite aspect about your internship so far?

My favorite aspect about the internship has been watching the Minneapolis office and our analytics team grow. Being new to the company gave us a chance to greatly contribute to the Minneapolis office environment. The collaboration between everyone in the office, who all have different backgrounds, gives everyone a great opportunity to learn something new and share something insightful. I have learned so much from the people I work with that I can bring to many other aspects of my life.

What is your favorite reading source for the news/trending topics?

My favorite reading source would have to be It is a local website in Minnesota that pulls information from other news sources to make a quick, credible story. I am also new to twitter since I started at W2O Group, and I like following what is trending in the area and nationally.

What is the biggest learning point you have experienced?

The biggest learning point was understanding what it takes to make a great service. It takes collaboration, the willingness to learn, and the push to keep moving forward.

If you could describe your internship in one word, what would it be?


By: Blaire Clause

Senior Marketing Associate for W2O Group in Austin, TX. Board Member of Young Women's Alliance and Nike Training Club Trainer. Background in communications, marketing, psychology, and fitness. Also a theatre nerd and instagram fanatic.

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

What Do Intel, MasterCard and W2O Group Have in Common?

Posted by: in Advertising, Analytics, CMO, Communication, Communication Strategy, Content, Corporate and Strategy, Digital Health, Entrepreneur, Entrepreneurship, executive insights, Global Healthcare, Innovation, Integrated Communications, Jim Weiss, Social Media Insights & Trends on October 16, 2014

This week, Aarti Shah of the Holmes Report published the 2014 Innovator 25. On that list is the answer to the question in my headline. That’s right, not only did two of our clients — Becky Brown of Intel, and Andrew Bowins of MasterCard — make the list but so did our CEO, Jim Weiss. As Aarti states in her announcement post, “ We launched the In2 Innovator 25 in 2013  to celebrate those who have contributed great work or ideas that have pushed our industry forward. The 2014 Innovator 25 now takes another glimpse at our industry’s future, shining the light on those individuals who are shaping what influence and engagement will look like tomorrow. ”

innovator 25

This trend of having our clients and senior leaders named to this prestigious list will never get boring. To that end, we are now two for two because our President, Bob Pearson was on this list last year along with our (then) client, Mark Stouse of BMC Software. Coincidence? Hardly as our clients along with our leaders are why we are where we are today.

Please put your (virtual) hands together and help us celebrate this momentous occasion! Congratulations Becky, Andrew and Jim!

By: Aaron Strout

Aaron leads the technology practice at W2O Group and is a regular contributor to Marketing Land. In his spare time, he podcasts, speaks, Twitters and BBQs. He also loves his Instagram.

Find me on: Twitter Facebook
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

One week on – a look back at the key highlights from #socialintel14

Posted by: in Social Media Insights & Trends on October 15, 2014

W2O’s 2014 Social Intelligence Summit London brought together some of the most exciting thought-leaders in the industry to kick-start an invigorating dialogue about both the power and potential of social intelligence as it relates to the individual, corporation, and society as a whole. Over 50 guests were welcomed to the invite-only event at the top of London’s iconic City Hall where they took in panoramic views of the city skyline, with many more around the world viewing via live stream.


The speakers touched on social intelligence from a variety of perspectives from advertising to Pharma, and shared insights into how businesses can (and must) become more empowered to exploit the opportunities the digital age provides. Here are some key takeaways in case you missed out. You can also check out the Pharma Times and Holmes Report posts on the event.

Will Hayward, VP, Europe, BuzzFeed

  • Many people use their social feeds to show who they are, or perhaps more accurately, who they want to be. Bringing them content that allows them to express this helps capitalize on this insight and drive engagement.
  • People are more interested in what others are talking about rather than what traditional news sites are posting.
  • Great advertising should be built for the platform it is meant for, and should fit to what the audience is expecting from that platform.

Phillip Sheldrake, Managing Partner, Euler Partners:

  • Society demands that we understand each other better. Only through contextualizing meaningful information can we create influence and mutual value.
  • We need to move away from the organization-centric view of customers, stakeholders and employees and use social intelligence to create mutual relationships.

Toby Potter, Regional VP Sales, EMEA, DataSift:

  • The digital universe is transparent, observable and measurable. All of the available data points are potentially tiny nuggets of customer insight that go way beyond just the text.
  • Companies must move beyond just looking at and listening to online data towards actually understanding what this data is telling them.

Martin Bryant, Editor-in-Chief, The Next Web  

  • When creating content, the push towards engagement metrics can be a dangerous game. Quality, engaging content is valuable to the consumer. Online advertising is now being measured by time rather than clicks for this reason. This is the ‘marketing model for quality’.

Jessica Federer, Chief Digital Officer, Bayer

  • For a large, global business in which social media is managed by different divisions, managers and teams, how can the data and value from each be integrated? An open, honest approach to promote sharing insights is key.

Bob Pearson, President, W2O Group:

  • There is a shift from “big data” to “small data” where there are a finite number questions, answers and data points we can operate with. As brands begin to become experts in small data, they can implement “forensic analytics” by using small data filters, location-based insights, and predictive analytics to gather information.
  • Any discrete set of people can be turned into a custom search engine, which can help brands understand how they are influencing online conversations & help them change the way they prioritize, engage and activate people in the conversation.
  • Responsive design is changing to responsive experience. More than 50% of traffic to a website comes from a phone or tablet. Inside a company, we can now build “freeways” that standardize data and metrics and deliver what a brand needs to the device of your choice


Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

Approaching a year of success: Committee of the Millennials Meeting 10

Posted by: in Inside WCG, Thought Leadership, twist, W2O Group on October 15, 2014

Last week, the New York Millennials got together to discuss Corporate Strategy and NextWorks!

A word from our associate presenter Meriel McCaffery – Corporate Strategy can and does touch a wide range of client work and projects. At the September COM meeting I wanted to focus specifically on some of the opportunities we have had to really immerse ourselves in a client’s world in order to provide valuable strategic counsel.

Although I’m a fairly new addition to the team, over the last few weeks I’ve had the opportunity to spend time onsite with two Fortune 100 companies and their key communications leaders. I walked the group through our process and approach for developing a company narrative and shared learnings from a full afternoon Narrative Workshop. It was a truly exciting chance to sit down with executives and gather the components of a compelling and powerful brand story. I also discussed in-depth Functional Optimization research and counsel that we recently executed. I was tasked with personally shadowing an internal communications team and analyzing both qualitative and quantitative research, ultimately shaping functional recommendations. Both projects really resonated with me as examples of how this agency leverages strategic thinking, analytics and human terms to do great work. They also highlighted the level of involvement and client exposure that’s a reality here at W2O Group, regardless of your position or title.

Guest speaker: This month we heard from David Henry, who took us through the value and functionality of NextWorks as a separate company within W2O Group and its offerings.

  • A better way to distribute content:  NextWorks is our in-house production company which creates content capsules, the digital platform which is intended to deliver a microsite experience across many different channels. David explained that the content capsule functions much better than the video news release from the “old days.” Content capsules are meant to engage the viewer longer and keep them immersed in the content.
  • Engagement Strategy: David discussed the three stages of engaging an audience: Awareness, Consideration and Conversation. Awareness is the stage in which your audience is, well, made aware of your offering. Easy enough. Consideration is where most companies struggle, which is where content capsules come into play. Consideration is the point in which a consumer learns all the information they can about an offering so to ultimately move to the next phase – conversion. The content capsule simplifies the consideration stage by housing all relevant content in one easy to manage site so conversion rate is higher and your audience is kept engaged from start to finish.


David shared some great client examples of different accounts that utilize content capsules and the major success they have seen as a result. One great example was this seasons Flu + You campaign which has all of their data, information and PSA on a content capsule which lives on Check it out if you haven’t already!

We learned a lot about a great product offering from David, and are so happy that he stopped by. Thanks David!

Agenda has yet to be set for COM meeting number 11 – so if you have something you would like to teach us about, let us know!

As always, thanks for helping us Go.Ahead!

Lauren Barbiero & Meredith Crowder


By: Lauren Barbiero

Lauren is a media associate on the earned media team at W2O Group. You can reach her at

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

#W2OPurpose Hosts NYC Nonprofits at Kick Off Social Hour

Posted by: in Culture, Social Media Insights & Trends on October 10, 2014

Over the past few months, a core group of W2O employees has been seeking a way to answer the question:

As a company and as individual professionals how can we make a meaningful contribution to the local communities where we live and work?

Our answer is #W2OPurpose, through which we will share our tricks of our trade with local nonprofits to help them more effectively achieve their social missions via digital communications. 


To kick off this initiative, W2O employees from across our New York practice invited representatives from NYC nonprofits to join us for cocktails and conversation at our #W2OPurpose “Social” Hour on Tuesday, October 7.

At the “Social” Hour, our candid conversations  helped us gain perspective on the goals, challenges and opportunities that these outstanding organizations face in the digital marketing space. From here, we are taking these insights to directly inform programming for our first NYC #W2OPurpose Summita free, half-day event where W2O employees will share strategies and best practices tailored toward these organizations’ needs. 


The exchange of ideas between W2O and our nonprofit friends already got off to a great start at the “Social” Hour, driven by a few of our key experts from various practice areas:

Each spoke briefly about their professional background and expertise, and how it translates to the nonprofit sector. We’re looking forward expanding on these topics with these and other thought leaders in our New York office at the NYC #W2OPurpose Summit this December.

A special thanks to the attendees at the “Social” Hour, including:


Together, we can leverage our unique skills and capabilities to make a tangible, positive impact in the community.

SAVE THE DATE: NYC #W2OPurpose Summit, Friday, December 12, 12 p.m. – 5 p.m. Keep an eye out for more details to come, and email to request an invitation. 

- Ally Masi, Sam Hershman and the NYC #W2OPurpose team 

By: Allyssa Masi

Allyssa Masi is a Senior Account Manager at WCG, with an interest in corporate social responsibility and how smart communication can improve society.

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.