20 trends & findings from social media week l.a
TRANSCRIPT
Curated by Matt Cochran & Stephen BrownBased on Trends Harvested at #SMWLA
20 Tips & Trends in Minutes20
20 There’s a New Media Funnel!
Image: Millennial Agency@mllnll
AwarenessDevelop perceptionAds – convert to usersFirst party dataUser dataSaturate Custom audiencesFacebook Insights toolPaid influencer marketingData planning, data analysisPowerEditor in Facebook and Instagram
19“Think like a marketer; act like a creator.”
"Stop interrupting what people are interested in and become what they are interested in.“ – Gabe Gordon, Reach Agency
Amazon Video as a way to have creators get paid for their content
18 Genre Hop!
Don’t worry about jumping in and out of platforms – nobody cares. People embracing more expressive communications. The YouTube social media team espouses genre hopping, experimenting with different vibes, different platforms, including in-console feeds. YouTube’s presenters made the candid observation that they jump in and out of platforms as needed. If one isn’t working, don’t throw good resources after bad. Get out and try something else. Your nonexistent audience won’t care.
17 Create snackable content.
LittleThings USA (for over-35 year old women) tests content rigorously before posting to Facebook – all snackable content (Tasty-style dog treats recently performed well) @LittleThingsUSA
"I realized our audiences want consumable content quickly" - Kevin Jonas
16 "Community first. Simplicity matters."
Key principles from Jim Squires, Director of Marketing Operations, Instagramapply in many facets of business:
• “Brands stand out by fitting in.”
• Quality of content should be the same in both paid and organic campaigns.
SalesLoft positioned its executives “in the clouds” as part of successful Instagram B2B campaign. #smwbrandsoninstagram
15Choose channels wisely...and creatively!
Be true to your brand and the social channels that make strategic sense. Learn from your community and how they prefer to interact, and design campaigns based on their preferences. It’s hard to go wrong if you start with that foundation. Drive more business value on every platform. What is the business objective? Likes and comments are not a business objective. Match the business objective with the strength of different platforms.
• Gwen Stefani launched an album on LinkedIn
• During Target security breach, CMO posted to LinkedIn
• Dell asked 43 brand ambassador employees to start writing on LinkedIn to chronicle experiences
• You can see how you’re ranked within your company
14Create a culture of contribution…
UGC = User Generated ContentCoke fans delighted to be featured on billboards
Ensure you have permissions:@cocacola
13 It’s Not Just Hip to Be Square!
• Landscape, carousel, “Layout” (collage), hyperlapse time lapsed video and 60 second video among new permutations of Instagram
• 60% of people learn about products or services on
• 70% of direct response Instagram campaigns have seen a lift in actions
• 75% of Instagram users are outside of the U.S.
12
National Geographic – now “NatGeo” - the top brand on Instagram amidst sea of celebs.
Lunar eclipse was timely, relatable recent example
Collaborate with storytellers…
From Claudia Malley, CMO, @NatGeo
11
Think of Facebook in terms of personal discovery…
Facebook is still very powerful!
..and Instagram about visual representation and artistic, creative inspiration!
10 Video is Essential.
Partner with others to do a series – LittleThings partnered with GoFundMe.
@LittleThingsUSA
Don’t obsess over the quality of content. Yes, quality matters. But some of the most “viral” videos are low-budget segments filmed with an iPhone. A compelling blog post can be three short paragraphs. Audiences crave authenticity, not perfection.
9 Sound Off!
• 85% of videos on Facebook are watched on silent mode autoplay
• Content creators at #SMWLA were all trending toward audio-free video content
• Subtitles essential and also helpful for SEM!
8 Live video streaming comes of age!
• Facebook Live video is the wild west but an ideal way to directly interact with your consumers…
• Live video is an intimate platform but it will eventually tap out on the quality side.
• Just since we’ve returned from #SMWLA, we’ve seen live video from Congress floor and in police/shooting incidents
Streaming groups in ATL gearing up to leverage Periscope, Facebook Live, 360 Video in new ways!
7 Get Vertical!Making videos vertical allowed NatGeo to adapt to formats such as Snapchat, all the while leaning into purpose
7 of the top 10 Instagram videos are NatGeo videos!
6Millennials Come in Many Forms
60% percent of Millennials say an experience is "better" when shared on social media!
Source: @getchute
5
• "Chat" has surpassed "social” with Kik as the preeminent platform for teens
• 40% teens (Generation Z) using Kik• Teens will use chat to form relationships
with brands: Chatbots "help turn brands into friends“
• Chat will absolutely be the future of customer service and mcommerce.
• Chatbots can be transactional and artificial intelligence driven
Chat Surpassing Social…
@kik
4
• Text based posts are 4X more likely to be negative than image posts. Thus brands are turning to Instagram
• Also, use search data to drive editorial
• Smarter media targeting: When are people online? Where are they consuming content? What message do they need?
Words Only = Asking for Trouble
Source: @getchute
3
• Influencer doesn't have to be a Kardashian – rather, someone with word of mouth impacting followers
• Need longer-term relationships with influencers
• Pick people who are the best at what they do
• Influencers are worth more than audience reach – will have role in marketing communications moving forward
• Do they move the needle for awareness or intent?
• Influencers want bigger deals with brands
• Don’t just post to Instagram, incorporate paid media as well
• B2B still person to person – find a way to speak to that person
Influencers Come of Age!
@davidyarus
2 Virtual Reality 2.0 is Here!
• “3D was in hands of Hollywood studios; VR is in hands of storytellers - lots of possibilities to recreate, immerse”
• Socialized VR all the rage - Ghostbusters Experience NYC, Ready Player One film '18, Toybox by Facebook, Google Cardboard, Oculus, Immersive Journalism
• In 1995 folks thought the web was just a library; now virtual reality is *just* entertainment. Disruption ahead!
@PhilipRosedale@GoogleVR@ImmersiveJourno
1 “RIP Organic Reach”“There are too many sources of content to hope, much less expect, a video, gif or other creative to go viral. If it does, fantastic! But if you really need ROI, expect to pay for your audience. Asking influencers for freebies is a thing of the past; they expect to get paid.”
The “P” in PESO is becoming critical currency!
“Notion of creating viral video & relying on earned media alone = ludicrous in age of big data & paid”
Let’s Discuss Strategy!Contact Us
Stephen BrownChief Innovation OfficerCookerly [email protected]@StephenATL@Cookerly