A well-known confections maker launched a new product on its Facebook page and sales exceeded expectations by more than 100 percent.
The panel was hosted by Adam Kmiec, director of social media for drugstore giant Walgreens.
Rasmussen, the company's interactive marketing manager, said Nestle Dreyer's took advantage of daily interaction with customers through its Facebook page.
"Social media encourages brand advocacy," said Ley, whose agency recommended the campaign.
Nestle Dreyer's leveraged an existing brand -- Skinny Cow, a lower-calorie frozen snack marketed primarily to women -- to launch a new candy product on Facebook.
The campaign also included using quotes from a Twitter page in print advertisements.
"Social media is a key part of our marketing mix," Rasmussen said. "People have passion for the brand and trust their friends."
Pontes said the key to encouraging consumers to connect content they see on the Web with purchasing behavior was to listen to what buyers say, identify what they wanted and respond with compelling content.
"Any kind of drive-to promotion you can do is very important," he said. "Success is measured by the quality of your views."
Video content shows higher click-through rates than banner ads, he said, and ROI is higher because videos stay up on the Web longer.
Kmiec said Walgreens encouraged its 210,000 employees across the country to come forward with their ideas to improve customer experiences. "You want people to come forward with amazing ideas," he said.
Kmiec said Walgreens launched a social media campaign to encourage people to get flu shots, an idea that was profitable and served a useful social purpose. "We have the audacity to focus on things that are large," he said. "We made flu shots exciting and meaningful."
As a result, Walgreens drove its flu shots to a 71 percent market share. "We made the idea sexy and it drove the business financially," he said.
"It was social media down to the store level."
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech San Francisco event coverage. This series is supported by ad:tech.