Q&A

Meet the #TwitterAwards judges: MEC Global’s Noah Mallin

We picked the brightest minds to judge the #TwitterAwards. Meet the head of social for MEC Global.

Recognizing the most innovative marketers on the planet, the #TwitterAwards showcase the most original and creative advertising work being done today. And who best to determine the campaigns that earn Gold, Silver, and Bronze awards? Why our panel of esteemed judges representing the brightest minds from top brands and agencies, that’s who.

Let’s get to know one of the Twitter Awards judges: Noah Mallin, a senior partner and head of social for MEC Global in New York. He works with clients like Marriott, Ikea, and Tiffany's on their social marketing strategies.

How do you use Twitter?

@NoahMallin: We do a lot of work with our clients on Twitter and it's a platform I love using personally. I think it's effective not just for clients but for us as an agency. I tweeted something funny to our CEO when she was in a meeting today and heard her laugh all the way across the office. We are active Twitter folks.

I tweeted something funny to our CEO when she was in a meeting today and heard her laugh all the way across the office."

What's the most important part of a successful digital marketing campaign?

@NoahMallin: The number one thing is to remember you're talking about people. No matter how much data you have, you want to think about where someone is both mentally and physically, and make sure you are opening up a story that connects with them.

The second thing is to understand how you know you've impacted them. If someone connected with a piece of content, what was the next thing that happened, and can you attribute that to something you did?

The promise of digital is, you get all this great data before you do something, as you do it, and after you do it. And the great pitfall is that you get all this data before, during, and after. You need to cut through it to understand which signals are the important ones.

The number one thing is to remember you're talking about people."

What's something most people don't know about you?

@NoahMallin: Before I got into marketing I used to manage a band called Velma. (Yes, it was named for the Scooby Doo character.) It was a bunch of friends from high school and college, a down and dirty New York band -- imagine [the band] Television mixed with the Pretenders. We never got a record contract, but we played a lot of the same places The Strokes later played.

I recommend managing a band to anyone starting out. You learn a lot about what it takes to hustle and get in front of folks.