2018 Social Media Week London Day 2 Recap Digest
Catch up on all the action from day two of Social Media Week London 2018.
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Social Media Week London‘s 9th annual conference continued on Thursday, November 15 with hundreds of marketers from across the country converging at the QEII Conference Center in Westminster for a day filled with amazing talks, panel discussions, and demos.
Speakers from some of the biggest brands in the world including Facebook, Reddit, The Webby Awards, and That Lot took the stage to discuss everything from making social video ads for GenZ to using data to uncover secrets about your audience.
Check out all the main stage session recaps below and sign up for SMW Insider to watch future sessions live or on-demand.
Miss out on anything from day one? Catch up on all the action from here.
Wayfinder developed an app to help the blind navigate the tube. Warrior Down set up WhatsApp groups to provide 24/7 support when recovering addicts need it the most – these are just two examples of using technology to address social issues.
At Social Media Week London, Annika Small OBE, co-founder of CAST, a non-profit that accelerates the use of digital technology to drive change, discussed the mobilization of social change.
She highlighted that the digital revolution isn’t about social media, apps and websites, it’s about shifting power from institutions to communities. It’s about collaboration and doing things with others, for others and not just to them. Emulating the conference theme, ‘closer’, Small confirmed that people do want to be part of something that makes a difference.
A 2018 survey of digital skills revealed that two-thirds of social enterprises recognize the potential of digital to transform services, but also that these organizations do not know the first steps to take in doing it.
Read the full recap of SMW’s “The Mobilization of Social Change: The Power is in Our Hands” session and watch the full session playback on SMW Insider.
Among the many pieces of viral content that pops up on our feed every day, a lot of them are memes. However, do you really understand how this trending digital language came into being, and the whole culture that evolves around it?
There’s no better way to learn about this than hearing from Joe Federer, Head of Brand Strategy at Reddit, a hotbed for memes and one of the first sites where viral content usually takes off.
At Social Media Week London 2018, Federer challenged the audience’s understanding of what a “meme” is, and how better-informed knowledge of this culture can help evaluate branded social content.
From curated social media feeds to fake news, the Internet has given rise to manipulated information and altered states of reality. We all have different perceptions of how we see and hear the world.
‘The Dress’ is just one example; in 2015 a xotograph became a viral sensation when viewers disagreed over whether the dress was colored white and gold or black and blue.
At Social Media Week London 2018, Webby Awards CEO, David-Michel Davies presented the positive and negative impacts of granting the Internet the power to inform all of our decisions. He titled his talk ‘Everything you think is true’, taken from their 2006lifetime achievement award winner, Prince, and his 5-word acceptance speech as a great way of thinking about what’s happening on the internet right now; the internet fragments our reality in a way that’s not always bad.
The Next Generation Game: Are You Smarter Than A Social Media Expert? – Hosted by Iris and Groovy Gecko
Can Facebook Live help you hold on to your New Years’ resolutions?
Iris and Groovy Gecko tested the hypothesis in conjunction with Barclaycard’s “Start Today” campaign, and in the process came away with a number of learnings about the use of live video- specifically Facebook Live.
Once known for bursting watermelons with rubber bands, the platform has evolved into a sophisticated tool to solicit not just audience views, but meaningful audience interaction. Iris’s Executive Director Digby Lewis and Groovy Gecko’s Jake Ward didn’t just tell attendees of “The Next Generation Game” how the process worked, however.
As the name of the session would imply, they showed it—by dedicating the second half of the session to demonstrating a live game that could be played in the room and on their respective Facebook pages.
Read the full recap of Iris and Groovy Gecko’s “The Next Generation Game: Are You Smarter Than A Social Media Expert?” session and watch the full session playback on SMW Insider.
Of an hour spent on social apps, millennials will spend 20 minutes of it looking at video content; Gen Z will spend 25 minutes doing the same. Can your brand match that sort of demand for video? VidMod’s Joline McGoldrick wants you to think about that question—not just in terms of quantity, but also in quality. She provided best practices and tips on how to do so Thursday with “How to Make Social Video Ads Gen Z and Millennials Actually Want to Watch.”
Informed by data from 1000 16-24-year-olds, and 1000 25-34-year-olds this past summer, VidMod’s research revealed a series of massive shifts in how these coveted demographics use social media and the internet at large. Understanding how these shifts impact behavior, will be key to reaching these consumers effectively.
Read the full recap of VidMob’s “How to Make Social Video Ads Gen Z and Millennials Actually Want to Watch.” session and watch the full session playback on SMW Insider.
Influencer marketing isn’t dead. But it has lost its way. And theAmplify’s Amy Luca thinks she knows where the sharp turn might have happened.
“Put simply, we abandoned the key principles of marketing, and got caught up in an influencer ‘gold rush,’” she admitted as she forecasted the trend’s future in “Influencer Marketing in 2019: How to Overcome Bots, Fakes, and Declining Organic Reach.” As this standard lapsed, other lapses followed: flooding of channels with bad content, overlooking the asking of important questions, and a narrow focus on what metrics mattered. But we don’t have to fall victim to the same challenges next year, and Luca’s session was full of tips and details to prevent those pitfalls.
Read the full recap of theAmplify’s “Influencer Marketing in 2019: How to Overcome Bots, Fakes, and Declining Organic Reach.” session and watch the full session playback on SMW Insider.
What aspect of a business can now be described as “easy come, easy go?” Customer loyalty.
New technologies are constantly evolving, and customers are provided with more choices than they have been prepared for. As a result, brands and agencies today need to establish new value and come up with new tools to drive customer loyalty.
However, what is deemed “value” in this environment, and how is new technology helping?
At Social Media Week London 2018, Facebook’s very own Group Director, Dan Robinson, talked about why the future of loyalty centers around relevant, one-on-one interaction with customers.
The social media landscape is becoming more and more video-first. Just in the UK alone, 44 percent of people watch videos online every day, according to reports. For brands and agencies, it has become ever more evident that making sure their video content cut through should be a priority.
But how? At Social Media Week London 2018, That Lot’s David Schneider and David Levin guided the audience through what works and what doesn’t in creating and landing video on social. They discussed how to combine creativity, a platform-first approach, and what are the elements that make a video thumb-stopping.
You Think You Know, But Are You Sure? Using Data to Uncover Secrets About Your Audience – Hosted by 4C
One dimensional image of people don’t tell us much. Zooming out, or exploring different dimensions, presents a different image. And Aaron Goldman thinks that the new image is far more complex than you believe.
At “You Think You Know, But Are You Sure?” the CMO of 4C challenged the room’s conventional wisdom about consumers- at times literally. The centerpiece of the presentation was a live quiz, designed to test how our assumptions with brand associations can often be wrong. Among the findings: Cadbury Dairy Milk and Kellogg’s should probably be collaborating, Adele is highly popular among cost-conscious shoppers, and the Spice Girls are surprisingly popular among those with feelings on the UKIP party.
Read the full recap of 4C’s “You Think You Know, But Are You Sure? Using Data to Uncover Secrets About Your Audience.” session and watch the full session playback on SMW Insider.
Online video is changing at its most rapid pace, and marketers’ main challenge is to be on top of many video trends both locally and globally. But first, how much do you know about online videos?
With over 10 years of online video experience and a former YouTube Head of Audience Development, Bengu Atamer, Co-Founder and Director of BuzzMyVideos, spoke at Social Media Week London 2018 about the current trends of online videos and showed the audience techniques on how to stay ahead of the game.
Social platforms have a wealth of available data that is often constrained to insights and executions solely within those platforms. The potential value of that data is far greater and can become central to planning when it is brought up further in the process to be a cornerstone on audience, channel and timing strategies.
At Social Media Week London 2018, Ashleigh Smith, Head of Social at PHD, presented their bespoke planning method called ‘rhythms’.
“Rhythms uses data to understand the beats of human behavior at any given moment in time, so we can weave campaigns into the daily fabric of their lives.”
Read the full recap of PHD’s “Unlocking the Social Rhythm: Social Data and its Impact on Planning.” session and watch the full session playback on SMW Insider.
Navigating Brand Reputation and Crisis from an Agency and Corporate Perspective – Hosted by Dataminr
Quick: does your company have an integrated crisis communication plan ready to deploy?
As a poll conducted at the start revealed, many companies are operating without plans right now- and those who do have them, discovered their need the hard way. In a panel moderated by Chameleon’s Tom Berry, leaders and communications professionals discussed this question of how to generate such goodwill, as what to do when the crisis does hit close to home, and what can be done to prepare for such incidents in advance.
Read the full recap of Dataminr’s “Navigating Brand Reputation and Crisis from an Agency and Corporate Perspective.” session and watch the full session playback on SMW Insider.
“You’re not just playing on Facebook all day!”
This was an unexpected refrain from the panelists who gathered for “How to Use Real-Time Social Media Insights to Improve Your Marketing Agility,” but it drove home a larger point. When done well, and measured meticulously, social insight doesn’t just make marketing departments agile. It can make entire companies agile. That makes the work these teams do more powerful than most realize.
Moderated by Netbase’s MJ Paradiso, this group of professionals from Huawei, Revlon, and Lloyds Banking Group detailed what they do with their data, whose work it has illuminated, and how they prioritize agility in their work. Through their conversation, a few key points surfaced for how to use their talent and insights to drive meaningful and responsive change.
Read the full recap of Netbase’s “How to Leverage Social Insights for Agility? Respect It as a Data Source.” session and watch the full session playback on SMW Insider.
Social Media is a drug and a smartphone is our dealer, right?
It goes without saying that there are masses press coverage linking digital technology to the rise in depression and a sharp decline in well-being in children. However, Amy Orben challenged her audience to be more critical when it came to the data they consume during her Social Media Week London session.
Read the full recap of SMW’s “Social Media and Well-Being: Rethinking the Scientific Evidence.” session and watch the full session playback on SMW Insider.
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