16. Sequen2al
Usage
Moving
from
one
device
to
another
at
different
Imes
to
accomplish
a
task.
Simultaneous
Usage
Using
more
than
one
device
at
the
same
Ime
for
either
related
or
unrelated
acIvity.
17.
18.
19. Different
brand
pla?orm,
channels
and
touch-‐
points
need
have
awareness
of
and
connec2vity
with
each
other
creaIng
an
integrated,
immersive
experience
that
is
channel
and
device
agnos2c
20.
21.
22.
23.
24.
25.
26.
27.
28.
29. THE ART AND SCIENCE OF SOCIAL
CONTENT CREATION
DAVID SPIEGEL
EXECUTIVE DIRECTOR OF SALES, BUZZFEED
SPIEGEL@BUZZFEED.COM
@DAVIDZSPIEGEL
51. 39
Viral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media
and is a measurement metric that exists in real time
we starve content that isn’t getting traction,
and fuel the content that is taking off
We accelerate the promotion
of content that is taking off
Social RankViral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media
and is a measurement metric that exists in real time
we starve content that isn’t getting traction,
and fuel the content that is taking off
Maximization of Content Spread
52. promotion
viral content R = 0.8
viral content R = 0.3
viral content R = 0.1
We test R values in realtime and promote content
with a higher rank
BuzzFeed editors, users, and advertisers can try lots of
ideas and the platform maximizes distribution for Viral Lift
40
Social Optimization
Social Content
Social Content
Social Content
We test R values in realtime and promote content with a higher rank
BuzzFeed editors, users, and advertisers can try lots of ideas and the
platform maximizes distribution for Social Lift
53. 41
• Predict what will be
widely shared before
it takes off
• Machine learning
trained on years of
historical data
• Adjust predictions
based on decay rates
of Twitter, Facebook,
Pinterest
We Use Machine Learning
to Predict Social Hits
54. 42
The Social Lift Dashboard
The Best Machine Learning is the Human Brain
71. 58
Social Lift
CPE
Run time & spend
Clients who consistently invest in
social content see increased
social lift and decreased CPE.
72. 59
Social content is both an
art and a science.
Key Takeaways
Strike the balance between
content and distribution.
If it’s not on mobile,
it can’t go social.
81. Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
82. Demographics
314,000,000 people in the U.S.
23.5% under the age of 18
50.8% Female
13.1% African American
16.9% Hispanic
Society Technology Environment Economy Politics
83. Text
We are a tech-centric society.
At least 56% of U.S. adults own smartphones
34% of U.S. adults own tablets
Microsoft Kinect currently holds the record for most rapidly
adopted consumer technology.
Every new iPhone that comes out outsells the previous device.
Of the 15% of the U.S. who don’t have Internet access, 90% of
those people indicate they have no intention of getting it.
Technology Adoption
Society Technology Environment Economy Politics
85. Every year, people are sharing
twice as much information as the
previous year.
This “law” has held since 2008.
Zuckerberg’s Law
Society Technology Environment Economy Politics
86. Every year, people are sharing
twice as much information as the
previous year.
This “law” has held since 2008.
Zuckerberg’s Law
Society Technology Environment Economy Politics
90. The number of transistors on
integrated circuits doubles
approximately every two years.
Often quoted as 18 months and
applied to chip performance overall.
Computers keep getting faster.
Moore’s Law
Society Technology Environment Economy Politics
91. The number of computations per
joule of energy dissipated has been
doubling approximately every 1.57
years.
Battery life keeps improving.
Up to 5 hours of talk, video, and browsing.
2h39m in battery stress test.
Up to 10 hours of talk, video, and browsing.
4h24m in battery stress test.
Koomey’s Law
Society Technology Environment Economy Politics
92. Network connection speeds for
high-end home users double every
21 months.
User experience is determined by
bandwidth constraints.
Nielsen’s Law
Society Technology Environment Economy Politics
93. Roughly every decade a new, lower
priced computer class forms based on
a new programming platform,
network, and interface resulting in
new usage and establishment of new
industries.
The last computer class to launch
under this framework was wireless
sensor networks.
Bell’s Law of Computer
Classes
Society Technology Environment Economy Politics
94. The value of a telecommunications network
is proportional to the square of the number
of connected users of the system.
Networks are exponentially more valuable as
the number of entities in the network grows.
Metcalfe’s Law
Society Technology Environment Economy Politics
99. The smartest person in the room is the room.
The Evolution of the Home
Society Technology Environment Economy Politics
100. The Evolution of Retail
Society Technology Environment Economy Politics
101. The Evolution of the Car
Society Technology Environment Economy Politics
102. Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
103. Millennials suffer a 16.1%
unemployment rate, the highest of
any other generation.
The average millennial has $45,000
worth of debt, primarily from
student loans.
However, 15% of millennials are
already managers as of 2012. By
2014, millennials will make up 36% of
the U.S. workforce.
Economic Recession
and Recovery
Society Technology Environment Economy Politics
104. The peer-to-peer rental market
alone is estimated to be worth $26
billion.
Revenue in the sharing economy is
expected to reach $3.5 billion in
2013, at a 25% annual growth rate.
Room for growth.
Example: Boston cab market
generates $21 million revenue per
month on average, Uber is currently
at $600,000.
Collaborative Economy
Society Technology Environment Economy Politics
105. Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
106. Public Safety - Hands/Eyes Free
Society Technology Environment Economy Politics
111. Where are we headed?
Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
112. Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
113. Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROITotal Customer Awareness
114. Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
Hakuna Matata
Total Customer Awareness
115. Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
Hakuna Matata
Total Customer Awareness
Boardrooms to Living Rooms
118. CURATION TOOL CREATION AND
LEADING SOCIAL CONVERSATION
JAMES HARRIS
CEO, CO-FOUNDER & CHIEF STORYTELLER
N4MD
@N4MDSOCIALMAGS
119. CREATORS OF AMAZING
CURATION TOOLS...
...Our tools help social
publishers gracefully gather,
filter and share the best
content on the web.
We help companies lead social
conversations, not just listen...
122. FOUND APPROVED RESULTS
162,000 16,000 Back Catalog
73,850 1,474 Hrs. to Mins.
32,119 5,435
Easy SEO
Primary Web
18,660 580
Replaces Email
Easy SEO
123.
124. THE PARTNERSHIP PLATFORM FOR
MARKETERS
KURT UHLIR
FOUNDER AND CHIEF SERVANT, SIDEQIK
SIDEQIK.COM
@KURTUHLIR
@TEAMSIDEQIK
127. 105
Marketer’s Options
1 Activating their current audience
2 Reaching new customers with
paid media
Limited by
$ and
3 Reach new customers
with partnerships
@TeamSideqik
155. ‣ Professional Soccer Player & Nationally Licensed Coach
‣ Founder/Principle of Blue Sombrero: Successfully acquired by
Dick’s Sporting Goods.
PETE SANTORA
CEO
KISHORE MASAND
CTO
‣ BIG DATA Engineer. Built Enterprise Voice of Customer
Platform.
‣ TiE Mentor
157. Awards
Recognized as an Industry Leader
About TripLingo
‣ Headquartered in Atlanta
‣ Over 250k downloads
‣ 5 employees
‣ Currently available in 13 languages
‣ Customer include major TMCs, Cruise
Lines and larger enterprises
158. Press
“ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011”
Recognized as an Industry Leader
159. TripLingo includes a suite of tools to address the language barrier.
Product Features
1000s of
Local Phrases Voice Translator
Live Human
Translator
Essential Safety
Information
Culture Crash
Course
160. How We Work With Brands
Cruise Lines Travel Brands Travel Agencies
UNIQUE
CONTENT
PROPRIETARY
TECHNOLOGY
DIFFERENTIATED
EXPERIENCE
161. Benefits for Brands
Differentiating brands by delighting their customers...
Benefits for Brands
‣ Satisfied Customers
‣ Ancillary Revenue
‣ Differentiated Offering
Imagine
‣ A hotel version for guests from foreign countries
‣ A branded World Cup edition
‣ A Basic Phrases version for a Mexican restaurant chain
162. THE FUTURE OF CROWDFUNDING
MARK FEINBERG
CEO AND CO-FOUNDER, URUUT
@URUUT
178. “Data advocates say it’s data, rather than any
creative flair, that actually inspires campaigns
in today’s world… without question, data is
the most important component of marketing
today.”
B2B Marketing
What comes first - the data or the
creativity?
182. AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from
business results
69% believe marketers live too much in their
creative and social media bubble
“Marketers will have to understand they need to
start ‘cutting the rubbish’.”
An Insight Spurs a Concept
80% of CEOs Do Not Trust Marketers
183. AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from
business results
69% believe marketers live too much in their
creative and social media bubble
“Marketers will have to understand they need to
start ‘cutting the rubbish’.”
An Insight Spurs a Concept
80% of CEOs Do Not Trust Marketers
186. 11
Six videos drove
60 million+ impressions
Video had 4x the CTR of other media
Video accounted for just 10% of
impressions but drove 50% of site
visits
IN CASE YOU HADN’T HEARD,
VIDEO IS BIG. BETTER MEASURE
191. 15
NOT ALL WINS
Myth Hub
•Man on street videos
•Customer story videos
•Tweet stream
•Live debates
UGC App
•Community
videos
•Play off of ad
videos
•“What myths
have you
busted”
242. "It's
not
about
your
work
as
an
editor
or
as
a
buyer;
it's
about
how
many
Twi7er
and
Instagram
followers
you
have.
It's
about
the
brand
ge=ng
exposure
through
those
outlets.”
-‐
Leandra
Medine