2018 Social Media Week London Day 3 Recap Digest
Catch up on all the action from day three of Social Media Week London 2018.
Social Media Week London concluded it’s 9th annual conference on Friday, November 16 at the QEII Conference Center in with sessions from brand and publishers like LinkedIn, BBC, Wavemaker, and We Are Social.
Speakers from some of the biggest brands in the world discussed topics including why video is the most effective way to speak to your audience, how to leverage social insights for agility, and GDPR.
Check out all the main stage session recaps below and sign up for SMW Insider to watch future sessions live or on-demand.
Fighting the Dopamine Drip: How Brands Can Overcome Our Shortening Attention Spans – Hosted by Wavemaker
In a world where average Facebook video view lengths are less than 2 seconds, Instagram Stories are viewed for less than a second and people are scrolling the height of Big Ben on their feeds every day, how can we capture enough attention to tell a story worth listening to?
At Social Media Week London 2018, Dom Whitehurst, head of digital engagement at Wavemaker shared the irony that as we all spend more time on our phones – ignoring our friends, partners and children – our interaction with content is reducing in length. Or is it?
Whitehurst disagrees with Microsoft’s 2015 report findings that due to our increasingly digital lifestyles “you now have a shorter attention span than a goldfish”.
He argues that our fascination and focus on shorter attention spans have changed our relationship with the content we’re producing. We’re trying to tell the same stories but in shorter and shorter packets and as such, every time we shorten the story, we lose something, and it all become less impactful.
Read the full recap of Wavemaker’s “Fighting the Dopamine Drip: How Brands Can Overcome Our Shortening Attention Spans” session and watch the full session playback on SMW Insider.
For the most part, Social Media Week London has narrowed its focus to a specific set of platforms. Facebook, Instagram, Snapchat, and YouTube have been mentioned countless times.
But as Socialgist reminded us on Friday morning, there’s more to social than just these US-based outlets. As the official data licensing partner for Russia’s Vkontakte, Socialgist gave us a peek inside Europe’s biggest social network, and one of few outlets whose use outpaces its US-based alternatives.
Read the full recap of Socialgist’s “Vkontakte: An Introduction to Europe’s Largest Social Network” session and watch the full session playback on SMW Insider.
Lots of content has evolved into being highly shareable on social media. Longform writing is accessible through links. Photos and videos are embeddable. But one medium manages to elude the potential for easy shareability: audio.
With 5.9 million people listening to podcasts, this shouldn’t be hard. And yet, getting audio to the same point of virality as video or photos has consistently proved difficult. In an easy and informative conversation, BBC’s Rowan Collison spoke to digital editor Anna Doble and BBC Radio presenter Shaun Keaveny about their take on the challenge, and how they’ve managed to overcome it—or to ignore the charge outright.
Read the full recap of BBC’s “Tap For Sound: Can Audio Ever Be Shareable On Social?” session and watch the full session playback on SMW Insider.
Global Influence: How to Capitalize on the Rise of Influencer Marketing Around the World – Hosted by Traackr
Many have talked about influencers, but few have tried to scale influencer marketing from a global perspective.
Joel Backaler, Managing Director of Frontier Strategy Group and Author of a new book, “Global Influence: How to Capitalize on the Rise of Influencer Marketing Around the World,” shared key takeaways from his book at Social Media Week London 2018. For this book, Backaler interviewed more than 100 brand executives, agencies, marketing technology vendors as well as influencers to shed light on what’s working and what’s not.
According to Backaler, when executed properly, brands partner with relevant influencers can drive true business outcomes across wide-ranging areas, such as product launches, product development, and corporate reputation management.
In this session, he summed up the steps to grow business both at home and overseas by effectively implementing influencer marketing into business strategy.
Read the full recap of Traackr’s “Global Influence: How to Capitalize on the Rise of Influencer Marketing Around the World” session and watch the full session playback on SMW Insider.
Who Exactly Are We? Exploring Difference in our Social Media vs. ‘Real Life’ Identities – Hosted by Social Media Week
Marketers and social media practitioners are constantly trying to cut through, to maximize their increasingly stretched spend, hoping that one day, their ideas will be the ones that go viral. However, do they know who they are targeting? And with the immersion of internet and mobiles into our everyday lives, people can be different people across various social media platforms — so, who exactly are we?
In this interactive session at Social Media Week London 2018, Dr. Geraint Evans, an award-winning marketing professional, writer, and presenter, encouraged audiences to find the answers to these questions by exploring them together.
Read the full recap of SMW’s “Who Exactly Are We? Exploring Difference in our Social Media vs. ‘Real Life’ Identities” session and watch the full session playback on SMW Insider.
Facebook and Google are being called before Congress and the EU. GDPR has drastically changed disclosure of how data is used. Several US states are starting to explore enacting their own data protections.
And Wayin’s Rich Jones couldn’t be more excited about it all.
“As marketers, it’s going to make us better.”
His session, presented in conjunction with Bauer Media Group, posed a provocative question: “Can Privacy and Personalization Co-Exist?” As you may have guessed, he believes they can. The secret? Where the data we employ comes from- and crucially, who gives it to us. Jones believes we’re moving away from a third party data economy, into a first party data economy…but we are moving into a zero party economy. In this model of data gathering, we need not worry about having to stealthily steal data, nor should we worry about seeming creepy as we try to infer it. We can just ask. We should just ask.
Why Everyone Who Works in Social Media Now Works in Politics and WHY It Matters – Hosted by FleishmanHillard Fishburn
At Social Media Week London 2018, Brett Kobie, SVP and Director at FleishmanHillard hosted a panel featuring Peoples Vote’s Director of Marketing Sarah Baumann, Head of International Communications EMEA at Bridgestone, Shweta Kulkarni Van Biesen, and Founder and CEO of Hubbub UK, Trewin Restorick to discuss how social media has shaped politics.
The current state of UK politics is similar to a pile of sick on road the morning after that nobody wants to go outside to clear up. Luckily, thanks to social media, they don’t have to. Whatever we do or say online has impact. Everybody has an opinion and technology has provided us with more tools than ever to voice them.
Kobie picked apart the thoughts of Kulkami Van Biesen, Restorick and Baumann to outline the effects social media has on brands, corporations, the individual and why it matters to, ultimately, the world.
Read the full recap of FleishmanHillard Fishburn’s “Why Everyone Who Works in Social Media Now Works in Politics and WHY It Matters” session and watch the full session playback on SMW Insider.
Branded content may still be a new way of advertising but, in video format shared via social media, it is the most effective way to speak to your audience… according to Jamie Bolding, Founder and CEO Jungle Creations.
At Social Media Week London, Bolding shared the new model of creating valuable content, by working in partnership with brands to bring. more value to an audience.
Traditionally, ads are placed around valuable content to fund the creation of more valuable content to carry on growing an audience. Paywalls, merchandise, e-commerce and events are used to drive new business and convert audiences into customers.
Branded content, however, has unparalleled reach with genuine engagement and is the most effective form of advertising when done right.
Every customer journey online starts with a search engine, asking a question. The search results appear you click on a relevant link and your problem is solved. You might even make a purchase. Simple!
Jason Miller, LinkedIn’s head of content and social media, asked himself if this could also be applied to B2B marketing. At Social Media Week London, and on his final day working for LinkedIn, he shared the answer in terms of how LinkedIn uses LinkedIn for marketing.
Miller shared the story of one piece of content produced for LinkedIn marketing solutions and how they extract every ounce of value out of every piece of content they produce.
2018 has been a rough year, and as Harvey Cossell, Head of Strategy at We Are Social said, “there was a bump in the road.” It’s a year when people felt that their identities were under threat.
Politically, surveillance and data capture has been a main source of concern, and we’ve read it all over the news; culturally, appropriation and homogenization are making people feel uncomfortable. This has caused repercussions — according to Cossell, more than 390,000 people have deleted their Facebook accounts.
Amidst this crisis, brands are expected to have a voice that speaks directly with consumers, as well as a role in driving cultural change. People expect honesty, proper representation, and innovation that’s balanced with responsibility.
In this session, hosted by We Are Social at Social Media Week London 2018, Cossell sat down with Paul Greenwood, Head of Research & Insights at We Are Social, Cameron-James Wilson, creator of Shudu, the world’s first digital supermodel, and Leila Fataar, Founder of Platform 13, to shed light on a wide range of topics that concern and overwhelm brands.
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