#SMWLDN 2015

SOCIAL MEDIA WEEK LONDON 2015 14-18 SEPTEMBER 2015

SPEAKERS INCLUDED...

BRANDS

John Lewis TopShop Nescafe

AGENCIES

Edelman Huge Ogilvy Saatchi & Saatchi We Are Social

TECHNOLOGY

Accenture Cisco frog Meltwater Sysomos

5 DAYS 117 EVENTS 70,000+ ATTENDEES

SOCIAL NETWORKS

Facebook Instagram Pinterest Tumblr Twitter

MEDIA

BuzzFeed Dazed Reuters The Guardian

OUR MAIN TAKEAWAYS

USER BEHAVIOUR HAS FUNDAMENTALLY SHIFTED

People increasingly consume content on the move using mobile devices rather than from desktop computers.

Users engage more with image-led content rather than text-based content.

Rather than deliberately ‘searching’ for content, many people are now ‘discovering’ content in their social media feeds.

EVERYONE IS STRUGGLING TO MAKE THEIR CONTENT STAND OUT

To cut through the noise, brands need to put their target audience at the heart of their social efforts: if you provide content that truly speaks to what your audience wants, you’ll be able to engage them.

However, this also means that there is no magic formula for creating captivating content – it comes down to researching your brand, product, and audience so that you fully understand them.

MANY BRANDS – INCLUDING SOME OF THE UK’S BIGGEST – STILL NEED TO IMPROVE THEIR SOCIAL PERFORMANCE ON A FUNDAMENTAL LEVEL

To achieve this, they need to:

Understand and value the role of social media in the marketing mix

Plan their social media content and activities from a strategic perspective with a clear authentic voice

Measure their activities

Know how social media can work as a crisis management tool

Have a presence on the channels that work for them (but not necessarily every channel)

BRANDS AND AGENCIES NEED TO HAVE A STRATEGY FOR HOW THEY MEASURE

THEIR ‘DARK SOCIAL’ ACTIVITIES

‘Dark social’ refers to sharing content throughplatforms such as WhatsApp. Content on these channels

is harder to track using tools such as Google Analytics.

VIDEO MARKETING WILL CONTINUE TO GROWIncluding video blogging and live streaming!

Top tips to create a successful video and build an emotional connection with your audience

Get your audience involved through User Generated Content (UGC)

Measure the success of your video by the number of shares it has – not just the number of views

Think mobile first – more people are watching videos on mobile than any other devices

TECHNOLOGICAL INNOVATIONS WILL CONTINUE TO REVOLUTIONISE THE SOCIAL MEDIA MARKETING LANDSCAPE

Face recognition and the ability to search for brand logos on Twitter and Instagram

Engaging augmented reality concepts

Immersive virtual reality experiences

Apps that allow you to control your dreams

PEOPLE’S BEHAVIOUR ON SOCIAL NETWORKS IS CHANGING

‘Social’ networks including Twitter, Facebook, and Pinterest are being used less for direct

interaction (which has moved to instant messaging).

Instead, users increasingly absorb, consume, and curate content on social without engaging with it directly.

BRANDS NEED TO TIE SOCIAL MEDIA TO THE REST OF THEIR MARKETING

Don’t see social media in isolation– it can only work when it’s integrated into the rest of your maketing strategy.

Be clear about why you’re using social media marketing – is it mostly a lead generation tool, a recruitment platform, a way to share company news, or a way to engage with existing customers? This will help give purpose and focus to your activities.

FIND OUT MOREREAD OUR SOCIAL MEDIA WEEK

LONDON 2015 BLOGS

STAY ON TOP OF THE LATEST DEVELOPMENTS IN SOCIAL MEDIA, DIGITAL, AND CONTENT MARKETING

SOMETHINGBIG.CO.UK