Challenging Big Tech: How WeAre8 is Redefining Social Media Marketing
by Luke Robinson
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What you'll discover
when watching Luke's story
- Understanding customer needs through active engagement and feedback is crucial for product development and community building.
- Building a challenger brand in social media requires addressing issues like mental health impacts and revenue sharing with users.
- Strong leadership involves empowering team members, leading by example, and fostering a culture of learning and adaptability.
- While AI can improve efficiency, it's important to balance technology with human-centered approaches in marketing.
- Metrics should be comprehensive, understood company-wide, and include both quantitative and qualitative measures of success.
- Effective go-to-market strategies target specific communities and leverage existing users as brand advocates.
- Content creation should focus on authentic storytelling and highlighting personal narratives from community members.
Meet Luke Robinson - CMO @ WeAre8
Luke Robinson is the Chief Marketing Officer at WeAre8, a next-generation social platform aiming to transform social media’s impact on society. Luke brings over a decade of experience in media and entertainment marketing to this role.
Originally from Melbourne, Luke studied marketing and communications before gaining international business experience in Asia and Italy. His career began at a major Australian TV network, where he honed his skills in high-pressure entertainment marketing.
After working for large corporations like Channel 9 and Sony, Luke joined WeAre8 two years ago. He was drawn to the opportunity to build a challenger brand from the ground up.
At WeAre8, Luke leads marketing efforts to create a social platform that protects users from toxic content and algorithms while sharing ad revenue with users and communities. His approach emphasizes authentic storytelling and community-building.
Check out Luke Robinson's thoughts on community-centered marketing approach
When it comes to WeAre8’s approach to content creation, Luke shares:
"We have a weekly content pipeline that blends brand storytelling with the personal narratives of the people who make up the WeAre8 community."
He also shares WeAre8’s approach to customer retention:
"We want the time people spend with us to feel like they have been heard and inspired, but also to include an element of surprise and delight."
And his view of AI in marketing:
"The more we rely on technology, sometimes the less we think as humans, and I don't think that's necessarily the best outcome for anyone."
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