5 lessons for social media managers from sxsw
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5 Lessons for Social Media Managersfrom SXSWBy Jade Furubayashi – March 17, 2015
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Well people, I made it. I’m writing to you from the perpetualstate of frenzy, fun, and food coma that is SXSW Interactive. Iwent into the belly of the beast and lived to tell the tales —which in this case are some interesting learnings that I cantake back and apply to my work in Seattle. The following are a
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few trends and takeaways that I picked up in sessionsfeaturing speakers from IBM, BuzzFeed, PBS, Spredfast, andmore.
1. Everyone Cares About DataIf the sheer number of SXSW sessions about “big data,” “data visualizations,” or “social data”didn’t give you a clue, let me just say this: everyone cares about data. Around the office, wehave a little mantra: “Data or it didn’t happen.” Well, I think every single presenter at thisconference would agree. One of my first sessions of the week was “Visual Storytelling: ThePower of Design + Data” and the line went around the block.
In the BuzzFeed, IBM, and Team Detroit sessions everyone called out the fact that, “90% ofall data in the world has been created in the last 2 years.” When marketers from BuzzFeed orPBS are talking about “success,” they refer to metrics like engagement, reach, etc. Data andanalysis were at the foundation of every session I went to this year.
2. Content Visibility Requires CreativityHey, it’s no secret: it’s hard out there for organic reach. But don’t worry, big brands aren’t
”Huge line but, I am looking forward to this panel !!! #tdsxsw #Sxsw #SXSW2015
pic.twitter.com/OwnMcqQlxy
— cesar rivas (@Cesarrivas80) March 13, 2015
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impervious to this either! The PBS team addressed these issues during their panel by offeringup solutions such as influencer outreach, brand partnerships, etc. The moral of the story isthat it’s hard out there, and it’s probably going to get harder, so we’re all going to have tostep our game up and out of the box.
3. Give Away Your Best Content for FreeBuzzFeed’s digital team spoke a LOT this year. They were popping up all over the place —keynotes, panels, sessions, you name it. But, I’m not complaining! Not only is BuzzFeed thego-to listicle AND news source for my generation, and their content + social strategy ispretty impressive. One of my favorite sessions of the week featured Summer Burton, whoheads up BuzzFeed’s “BFF” team. Her entire team’s focus is to develop content for the sakeof developing content. There are no calls-to-action, no link backs, no nothing. They simplycreate the content and watch what happens.
It works for Buzzfeed. Distributing content to your audience in the least taxing way possiblewill give you the greatest return.
4. Social Strategies Must Account for Nuances
”For , runs the show.
— Simply Measured (@simplymeasured)
@Buzzfeed #socialmedia #SXSWInteractive #futuremedia #smm
pic.twitter.com/Cv7RpjL6RX March 14, 2015
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Last year, I ran a Tweet timing study and we found that spikes in engagement came aroundthe same time most people get out of business meetings. Granted, this is just a theory(backed up by some interesting data), but even I thought it was a little far-fetched to assumethat our audience’s schedule could have that big of an effect on our engagement / traffic.However, Serena Ehrlich, Director of Social and Evolving Media at Business Wire, echoed thisconcept of understanding your audience’s everyday life. Ehrlich preached that you have to hitpeople with things they can digest when they want to digest them. For example, in herexperience, video does not perform well in the morning. No one has time to watch a 5-minute news recap in the morning – we have places to be! Paying attention to these smallnuances can produce big returns and save you a ton of time scratching your head.
5. Real-Time Marketing: There Are Only Winners (Mostly)Often times when we see brands employ real-time marketing, we’re inclined to declare a“winner.” The attitude towards real-time marketing is similar to that of the rap game: You’reeither the clear-cut winner or just the first to lose. This is nice in theory, but in reality, Drakeis amazing, and so is Kendrick Lamar. I’m getting off topic (sorry it’s been a long week). Withreal-time marketing, all the brands usually win. Chris Kerns of Spredfast debriefed about hisbook that he wrote on this subject and presented some very compelling data on the successof these campaigns across the board. In most examples, 9/10 or 12/14 brands that tappedinto a pop-culture conversation would see lifts in their per-post engagement. So aren’t theyall winners? Not being the best shouldn’t thwart a brand from taking their shot at Dunk inthe Dark greatness.
Now, I’ve got to get to bed. I have my final day of sessions tomorrow. Tune in via@simplymeasured!
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Jade FurubayashiMy name's Jade and I'm a social media addict from Seattle, WA. I'm the CommunityManager at Simply Measured, so my job is basically to talk to you fine peopleeveryday- which is awesome. Aside from that, my favorite things are dogs, tacosand Beyoncé.
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Randy White • 3 days ago
www.urbanairship.com/mobile-sa... rather △ ▽
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Randy White • 3 days ago
Hi Jade, thank you for writing this. I had to run an all day session for SXSWi (www.urbanairship.com/mobile-sa...certainly there are deep lessons. The biggest help I found was pre-programming social posts timed along withdifferent tech sessions while manning a two-person social cockpit outputting live updates as we went along. Killerfirst SXSW for me!
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