SOCIAL MEDIA WEEK LONDON 2015 14-18 SEPTEMBER 2015
John Lewis TopShop Nescafe
Edelman Huge Ogilvy Saatchi & Saatchi We Are Social
TECHNOLOGY Accenture Cisco frog Meltwater Sysomos
5 DAYS 117 EVENTS 70,000+ ATTENDEES
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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, youll 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 UKS 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
PEOPLES 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
Dont see social media in isolation it can only work when its integrated into the rest of your maketing strategy.
Be clear about why youre 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.
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