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Social Media Week NYC- Key Learnings from 2016
This document summarizes learnings from Social Media Week NYC 2016. Key points include: 1) consumers care more about brand relevance than differentiation; 2) content should assist consumers and reflect culture to build loyalty; 3) deeper engagement is needed to create loyalty; 4) trends include more niche digital properties and visual, shareable content. Successful strategies engage consumers deeply at relevant points of interest and see any engagement as an opportunity for conversion. Examples include Refinery29's presence on Snapchat and BuzzFeed creating the vertical news site Cheddar.
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Social Media Week NYC- Key Learnings from 2016
- 1. 1 1 Confidential © 2016 3/2/16 3/2/16 SocialMedia Week NYC 2016 Learnings
- 2. 2 2 Confidential © 2014 1)consumers CARE ABOUT BRAND RELEVANCE, NOT DIFFERENTIATION 2) CONTENT always A RESOURCE TO ASSIST CONSUMERS WITH THE BUY 3) DEPTH of engagement To create loyalty, reflect culture 4) verticalization/automization of content 5) content as a place to apply insights gained from social TOP LINES.
- 3. 3 3 Confidential © 2016 Keynote:The Millennial Ideology, with Co- founder and Co-CEO of Refinery29 By Philippe von Borries
- 4. 4 4 Confidential © 2016 Engagement trends(Go Deep) E-commerce/ Conversion • More new, targeted media properties • Deep micro communities/ passionate tribes • More diversity/global connectivity • Visual driven world • Connecting around issues in new ways • Niche Experiences How long you get people’s attention? Leverage social for commerce. Get people to check out as quickly as possible An Increase in the depth of Engagement The eco system Engagement + E-commerce it’s a digital first world. Relevancy Speed Quality conversion
- 5. 5 5 Confidential © 2016 FromThe digital to physical world. Audience. Just because a consumer doesn’t buy something right then doesn’t mean they didn’t interact with it in a strong way Look for pools of interest among consumers. Currently among brands there’s a lack of channelization What does your audience want from you? Driving to dot com not the pinnacle of performance.Take consumer interest and scale up When publishing content: Give ppl the opportunity to go deep. Take topics that you feel strongly about and create stand alone pieces locations/ platforms for ppl to go explore deeply Engagement (Go Deep) Hardest thing about digital is discovery. E-commerce conversion REFINERY29 29 ROOMS: 8K ATTENDEES, 3-4 HOUR WAIT “People showing up in the real world for ppl working on digital is a big deal. And people wanted to broad cast their real life experience”
- 6. 6 6 Confidential © 2016 Atomizationof Business: Content Strategies for Speed, Quality, and Efficiency By Code and Theory
- 7. 7 7 Confidential © 2016 createtons of content. As long as it’s… How do you split up your stories? Be relevant to any user coming in from whatever touch point and then adjust their experience accordingly What are the relevant points for consumer consideration? Tell as many messages to as many people and retarget them. Control the customer journey, control the experience. Responsive Cultural Cool Fluid LISTEN LEARN CREATE Put different pieces of the brand together. Not everything is for everyone. SPLICE IT UP. RELEVANCE OVER DIFFERENTIATION AND BRAND CONSISTENCY
- 8. 8 8 Confidential © 2016 Basedon consumer CONSIDERATION. LITTLE- TO-NO BRAND/ PRODUCT CONSIDERATIONS: SPEED, RELEVANCY Strategy – stay top of mind Views/Likes IMPRESSIONS ACTION SUCCESS Immediate purchase/to share Frequency and engagement CONSIDERED BRAND/PRODUCT: QUALITY, RELEVANCY Strategy – control the journey IMPRESSIONS ACTION SUCCESS Meaningful Provide data continued engagement Conversion long term relevance LISTEN LEARN CREATE SPLICE IT UP. 1) 2) Requires participation of full, integrated team needed for quick movement– art, copy, tech, product analytics, sales, marketing, etc
- 9. 9 9 Confidential © 2016 GIFsas Branded Language: The Future of Advertising By Giphy
- 10. 10 10 Confidential © 2016 Contentis the new culture. By giphy Use of visual culture to communicate. Allows for compactness but also the variety to express that brings more understanding across culture and languages Brands can create gifs and let people alter them.. The consumer ownership portion of the content is key. Ability to own it and put their stamp on it Notion of fundamental flip of brand dynamic in marketing. Letting people create content off their content Giphy Participation Brands: • Hienz Ketchup (“giphy”’d their super Bowl Spot) • Hilary Clinton’s official gif campaign • Converse shoes, kit kat, banana republic • Grammy’s–slice show content in real time for immediately available content Star Wars Giphy Cam app created 6 “limited time” Star Wars filters
- 11. 11 11 Confidential © 2016 Thebest brands on SnapChat Hosted by: Nasdaq
- 12. 12 12 Confidential © 2016 Snapchat-The Storytelling platform Snapchat by the numbers The rise of the Discover channel • Discover: more insightful than brand account in terms of completion rates, loyalty, and depth within an edition • Events come across as an authentic sneak peak where viewers feel like they’re a participant • Influencer takeovers are most compelling in helping to generate awareness • 100M USERS • 400M SNAPS TAKEN DAILY • Still only 6% of brands consider themselves to have an active social presence are on Snapchat How brands are using the Discover Channel and Snapchat WSJ: Uses more like traditional print, whereas their account has live stories that feel more one on one MTV: Uses more like TV, and strives to feel like a friend rather than a brand American Airlines: Joined Snapchat to be “cool by association”. Utilizes partnerships to bring the brand to life
- 13. 13 13 Confidential © 2016 Thetakeaway
- 14. 14 14 Confidential © 2016 Engageconsumers deeply at RELEVANT point of interest. Any engagement can lead to conversion. TAKEAWAY.
- 15. 15 15 Confidential © 2016 ExamplesOF TRENDS. § More niche, vertical digital presence: Refinery29 on snapchat § More niche, vertical digital presence: BuzzFeed creation of Cheddar § Switch from digital to physical world: Rebecca Minkoff § Less about driving people to dot com: Refinery29 short cuts § Visual driven world: Giphy memes, sharable content
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