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SearchLove Boston 2018 - David Levin - Social Content Masterclass: Platform Specificity

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According to David, the key to nailing social media is platform specificity: creating content that is right specifically for the platform it is on. David will talk through examples of platform specificity from various brands and broadcasters including a few of their clients (Channel 4, Nando's, Jamie Oliver, HSBC) and a few recent examples from US brands. The talk will cover tone of voice, design, video, live broadcasting, paid social, engagement and social innovation. If you're looking to up your game on, or broaden your knowledge of, Instagram, Facebook, Twitter or Snapchat, come along. Dress code: platforms. (May contain jokes).

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SearchLove Boston 2018 - David Levin - Social Content Masterclass: Platform Specificity

  1. 1. #SEARCHLOVE BOSTON 2018 THE ART OF PLATFORM SPECIFICTY
  2. 2. 2 #SEARCHLOVE BOSTON 2018 THE ART OF PLATFORM SPECIFICTY
  3. 3. 3 #SEARCHLOVE BOSTON 2018 THE ART OF PLATFORM SPECIFICTY
  4. 4. DAVID 4
  5. 5. 5 DAVID
  6. 6. 6 DAVID
  7. 7. 8 DAVID
  8. 8. 9 DAVID
  9. 9. 10 DAVID
  10. 10. 11 DAVID
  11. 11. 12 DAVID
  12. 12. 13 DAVID
  13. 13. 14 DAVID
  14. 14. 15
  15. 15. DAVID & DAVID 16 Monday (2013). They went for a drink on Tuesday. They were making content by Wednesday. And Thursday and Friday and Saturday. They chill on Sundays. (client-dependent)
  16. 16. WHO WE ARE 17 We provide original, shareable content to brands and broadcasters to help them grow audiences and cut through on social.
  17. 17. THE AVERAGE PERSON THUMBS THROUGH 300FT OF CONTENT EACH DAY ON THEIR SOCIAL PLATFORMS 18
  18. 18. 19
  19. 19. 20 THE AVERAGE PERSON IN THE US SPENDS 2 HOURS AND 1 MINUTE EVERY DAY ON SOCIAL PLATFORMS. Source: Hootsuite
  20. 20. 21 KNOW YOUR PLATFORMS
  21. 21. 22
  22. 22. FACEBOOK 31
  23. 23. 500MILLION People are watching videos on Facebook everyday 32
  24. 24. The same number of people who attended Donald Trump’s presidential inauguration 33 500MILLION People are watching videos on Facebook everyday
  25. 25. The same number of people who attended Donald Trump’s presidential inauguration 34 Source: Sean Spicer 500MILLION People are watching videos on Facebook everyday
  26. 26. FACEBOOK: THINGS TO CONSIDER… 35
  27. 27. 36 Video and more video FACEBOOK: THINGS TO CONSIDER…
  28. 28. 37 Video and more video Size matters FACEBOOK: THINGS TO CONSIDER…
  29. 29. 38 Video and more video Size matters (so does sound) FACEBOOK: THINGS TO CONSIDER…
  30. 30. Video and more video Size matters (so does sound) Be relatable 39 FACEBOOK: THINGS TO CONSIDER…
  31. 31. Video and more video Size matters (so does sound) Be relatable Paid, Paid, Paid 40 FACEBOOK: THINGS TO CONSIDER…
  32. 32. Video and more video Size matters (so does sound) Be relatable Paid, Paid, Paid & Paid 41 FACEBOOK: THINGS TO CONSIDER…
  33. 33. CHANNEL 4 42 6.2 billion organic video views on Facebook in 2017
  34. 34. 43 DESIGN FOR SOUND OFF, DELIGHT WITH SOUND ON
  35. 35. 44
  36. 36. 45 FACEBOOK LIVE
  37. 37. 360 VIDEO 46
  38. 38. 47 CANVAS
  39. 39. 48 PAID
  40. 40. 49 80%of social is now paid PAID
  41. 41. 50 80%of social is now paid PAID
  42. 42. 51 80%of social is now paid PAID
  43. 43. 52 PAID OWNED STATS Source: Social Media Today report, 2017
  44. 44. 53 70%of conversations about brands are earned PAID OWNED STATS Source: Social Media Today report, 2017
  45. 45. 54 70%of conversations about brands are earned PAID OWNED STATS 92%of consumers trust earned Source: Social Media Today report, 2017
  46. 46. 55 70%of conversations about brands are earned PAID OWNED STATS 92%of consumers trust earned 50%of consumers trust ads Source: Social Media Today report, 2017
  47. 47. 56 INSTAGRAM
  48. 48. 57 INSTAGRAM: THINGS TO CONSIDER…
  49. 49. 58 You guessed it… video INSTAGRAM: THINGS TO CONSIDER…
  50. 50. 59 You guessed it… video Dedicated follower of passion INSTAGRAM: THINGS TO CONSIDER…
  51. 51. 60 You guessed it… video Dedicated follower of passion Grand Designs INSTAGRAM: THINGS TO CONSIDER…
  52. 52. 61 You guessed it… video Dedicated follower of passion Grand Designs Never ending Stories INSTAGRAM: THINGS TO CONSIDER…
  53. 53. 62 300MILLION Instagram users, use stories everyday
  54. 54. 63 300MILLION Instagram users, use stories everyday Which is just under 1/3 of the amount of people who’ve mentioned Justin Bieber on Twitter in the past 10 years
  55. 55. 64 300MILLION Instagram users, use stories everyday
  56. 56. 65 INSTA STORIES
  57. 57. 66 INSTA VIDEO Number of videos produced per day on Instagram has increased 4x year on year
  58. 58. 67 INSTA CAROUSEL
  59. 59. TWITTER 69
  60. 60. 70 TWITTER: THINGS TO CONSIDER…
  61. 61. Tone, sweet tone 71 TWITTER: THINGS TO CONSIDER…
  62. 62. Tone, sweet tone Let’s get topical 72 TWITTER: THINGS TO CONSIDER…
  63. 63. Tone, sweet tone Let’s get topical Big event live-tweeting 73 TWITTER: THINGS TO CONSIDER…
  64. 64. Tone, sweet tone Let’s get topical Big event live-tweeting Prepare to engage 74 TWITTER: THINGS TO CONSIDER…
  65. 65. 75 68MILLION Twitter’s user base in the US is currently
  66. 66. Meaning there are now more people on Twitter in the US than people in the UK. 76 68MILLION Twitter’s user base in the US is currently
  67. 67. 77 68MILLION Twitter’s user base in the US is currently
  68. 68. 78 TONE OF VOICE
  69. 69. 79 TONE OF VOICE
  70. 70. 80 TONE OF VOICE
  71. 71. 81
  72. 72. 82
  73. 73. 83 TOPICALITY
  74. 74. 84 PLANNED SPONTANEITY
  75. 75. 85 BIG EVENT LIVE- TWEETING
  76. 76. 86 BIG EVENT LIVE TWEETING
  77. 77. 87 ENGAGEMENT
  78. 78. 88 ENGAGEMENT
  79. 79. 89 ENGAGEMENT
  80. 80. ENGAGEMENT
  81. 81. ENGAGEMENT
  82. 82. ENGAGEMENT
  83. 83. 93 PLATFORM SPECIFICIT Y
  84. 84. 94 WHY WE LOVE TWITTER
  85. 85. 95 WHY WE LOVE TWITTER
  86. 86. 96 WHY WE LOVE TWITTER
  87. 87. 97 WHY WE LOVE TWITTER
  88. 88. 98 SNAPCHAT
  89. 89. 99 10+BILLION Daily video views on Snapchat
  90. 90. 100 10+BILLION Daily video views on Snapchat Which is approximately 100 times more than the amount of viewers of the Super Bowl 2018.
  91. 91. 101
  92. 92. 102 ACKLEY BRIDGE The UK and Europe’s first ever Snapchat drama, for Channel 4
  93. 93. PLATFORM SPECIFIC INNOVATION 103
  94. 94. 104 CREATIVE MANIPULATION OF TIMELINES
  95. 95. 105 INNOVATIVE DESIGN & VIDEO TECHNIQUES
  96. 96. 106
  97. 97. 107
  98. 98. 108 THE LONG & SHORT OF IT
  99. 99. 109 LOOKING AHEAD
  100. 100. 110 LOOKING AHEAD
  101. 101. 111 TIMING IS EVERYTHING
  102. 102. THANK YOU #SMWNYC

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