#ttlpresents - social chain - the evolution of live
TRANSCRIPT
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THE EVOLUTION OF LIVE
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How much time have you spent on Social Media today?
The average person spends nearly 2 hours
(approximately 116 minutes) on social
This equals 5 years and 4 months spent over a lifetime
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🤔🤔🤔
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Where did it all start?
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Following Suggested Path
=
Happy Parents
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So why take the risk, drop out &
start Social Chain?
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1. Belonging
2. Authenticity
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1. Belonging
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2. Authenticity
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Major Learning
Never fall into the dangerous trap of thinking that anybody cares
about you, as much as you care about you.
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50+ Student communities
4 Million Students 1 Million Monthly Visitors
Student website
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40+ Social media community owners
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400+ Social media communities
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“Social Media Illuminati”
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“Blazingly hot social media
phenomenon”
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“A group of twentysomethings are taking over
social media”
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“They can make anything the most talked about topic amongst
millennials in less than half an hour”
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When a persons own opinions and actions are influenced by
the actions and opinions of the majority of a group.
Asch Paradigm:
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2 minutes
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10 minutes
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15 minutes
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20 minutes
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30 minutes
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33 minutes
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The MANDELA Effect
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35 minutes
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151 Million impressions
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Global Impact
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SALIENT EXEMPLAR
- Linguist, George Lakoff
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THE TRUTH IS IRRELEVANT
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ATTENTION : TRUST CYCLE
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ATTENTION : TRUST CYCLE
“40% of Brits actively ignore social posts from brands”
“34% feel constantly followed by online advertising”
“Globally, a quarter of consumers chose to ignore
branded content”
(Marketing Week, 2017)
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HOW DO YOU BREAK THROUGH THE
NOISE?
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1. Context
2. Relatability
3. Shareability
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#MyGymReason
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1. Context
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2. Relatability
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The Micro-influencer
T = 10.4 engagements per £ spent
10,000 followersPrice: For a gift
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The Micro-influencer
• Ability to hit small niches.
• Authenticity / improved conversion.
• More cost effective.
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2017’s answer to the brand ambassador
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The Scale Problem...
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MicroScale
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3. Shareability
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Social Currency:
When we care,
we share!
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Social Currency:
Inner Remarkability
”Worthy of remark or mention”
Novel, Surprising, Extreme or Interesting
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1. 40,000 click to their website in 5
days
2. Worldwide no.1 Trend
3. Thousands of pieces of UGC for
the brand
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Benefits of having Paid Experts In-House
Price decreased, volume of clicks increased
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1. Context
2. Relatability
3. Shareability
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Why do people share some ideas /
brand messages more than others?
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Deeper than engagement
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8 Basic Human Emotions
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ANTICIPATION IS CRUCIAL FOR
LIVE VIDEO
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1. Retain
The content needs to captivating enough to hold their attention the second they arrive on the
stream.
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2. Spread
Once you have their attention, you’re going to need to rely on that retained audiences engagement, to share the
stream, bringing new audiences in.
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3. Practical Value
People will share things more than the average if they are perceived to be:
• Useful (30%)• Interesting (25%)
• Awe-Inspiring (40%)
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Scarcity
• Discount available
• Only available during stream
• 2 winners not hundreds
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TRIGGERS
ONGOING WOM
V.S.
IMMEDIATE WOM
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ONGOING WOM
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IMMEDIATE WOM
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How much Word of Mouth happens online
compared to face to face?
7%
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So Important to consider cross
platform LIVE APPROACH and on
the ground
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Be BRAVE Question Conventional Wisdom
Be FIRST Break Records
Be THE BEST Obsess About People
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Average age: 21 years old...
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2,400,229 new followers this week...
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THANK YOU
@alexayin
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150M Users
3.25bn monthly hours of video1bn MAUs328m MAUs
700m MAUs 400m Snaps sent daily
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