Attendee Spotlight: Josh Karpf, Spotify’s Global Director Of Social Marketing, Shares His Top Picks For #SMWNYC

With a passion for emerging technology, mobile and social media, Social Media Week attendees always strive to understand and share what’s next. This February, we’re excited to explore “Upwardly Mobile: The Rise of The Connected Class” throughout the conference, and what this theme represents from today until 2022, when six billion individuals will be connected to each other online. The sessions you won’t want to miss feature leading companies sharing their top strategies and predictions of what’s happening, and what’s to come.

To help you discover the best of Social Media Week New York, we asked a few of our attendees to share their top picks for events, talks and masterclasses taking place throughout the week. Below, Josh Karpf, Global Director of Social Marketing at Spotify, gives us a look at the events he’s most excited for:

“The best part of Social Media Week is the opportunity to step back, see some great speakers and sessions, and really celebrate the great work being done in our industry. It’s also a great moment to reconnect with colleagues you may not get to see very often, despite working in the same city!”

Here are a few events I’m excited about this year:”

1. Fostering Self-Disrupting, Collaboration and Innovation at Large Companies

“Beth is a visionary and has lead the transformation of GE into a 21st century technology company. Her views on transformation inside a large, industry conglomerate are applicable for any organization.”
2. Creating Video Content for How it’s Consumed

“There’s video. And then there’s video for the social web. Buzzfeed’s transformation is truly a fascinating one and we can all take a cue from their process for content creation and social discovery.”

3. Storytelling with Vine: How to Create Short Form Videos That People Remember

“So much happening in this space; looking forward seeing how some of the best-in-class practioners are doing it!

 

About Josh Karpf

headshotJoshua Karpf is Global Director, Social Marketing at Spotify; an award winning music streaming service. In this role he oversees user communications planning and content strategy.  Prior to this role, Josh spent 6 years at PepsiCo where he launched digital and social programs designed to drive consumer engagement.  This includes Gatorade Mission Control, the industry’s first “always on” digital command center and PepsiCo10, a breakthrough program that connected the company with cutting edge digital and mobile start ups.

Take Command Of Your Data: Understanding Audience Through Social Listening

This post is the second piece in a multi-part series with our partner Brandwatch, in which Will McInnes, CMO of Brandwatch, examines how brands can unlock the power of social data and social listening for business. You can read the first piece here.

 

People may not always say what they mean, but consumers use social media as their proverbial soapbox. Folks on Twitter and Facebook vent and praise brands in an unfiltered and very earnest way. Social media conversations are a gold mine of likes, dislikes, desires, and wants. Not to mention a great way to learn consumer preferences and adjust campaigns and activities accordingly.

So why aren’t more brands tapping into these very public, very insightful conversations?

They can and they should be utilizing the power of social listening and analytics to learn about their customers and audiences. Social listening helps brands do more than find out what people are saying about their products and campaigns, but can actually help tap into the psyche of audiences to better understand what and why customers want what they want.

Here are just a few ways social data can help brands educate themselves on consumer moods, regional preferences, and reactions to product features. And so much more.

 

Where, who, what?!

Some may say that social listening is a violation of privacy. But when consumers publicly pose questions to brands or complain about customer service, they are actively seeking a response. A solution. A conversation.

Brands must be listening and tuned into conversations so they can address customer concerns, embrace candid feedback, adjust marketing campaigns, product updates, and even company culture based on the changing tides of the industry and consumer needs.

Demographics are a great way to break down social data by region, gender, life interests, career, and more to better understand what campaigns might work best for different audience segments.

Imagine seeing which cities and states talk most about your competitors, and being able to identify key pain points that you can then turn around through engagement or strategic promotions? Well, it can be done, all through social listening and analytics.

 

Timing can be everything

What time of day is best to Tweet? Do conversations spike about our new product during a specific month? A specific day of the week?

Timing, as we all know, can be everything. When to launch a campaign, when to announce negative company news, and how often to engage are all questions that community managers and brand communicators need to be ready to answer. And act upon.

Using social listening and analytics to research and determine time-related best practices for social media and campaign activities is a no-brainer. Just like with web analytics, the data paints a clear picture of what methods work best for which activities.

Are your customers most active on social at night? Then hire an evening community manager to answer questions and monitor the conversations.

Do consumers on Twitter talking about your industry (be it automotive, consumer goods, or manufacturing) tend to get angry if a brand doesn’t respond within an hour? Note it, and make sure your customer service reps are poised and at the ready to address all concerns within a specific timeline.

These types of insights are priceless and help your brand make better, data-driven decisions. All of this adds up to a more streamlined brand presence and a high-quality reputation that shows your brand cares enough to listen, before acting or reacting.

 

Preferences, moods, and trends, oh my!

How brands act and react on social media is scrutinized by the advertising and marketing/communications press to no end. It is absolutely vital that brands know what their audiences want to hear from them, how often, and what type of content and personalized responses they need to feel secure.

Social listening can be used to check out “white space conversations” – those discussions, posts, and articles online discussing your industry but that don’t necessarily mention your brand or competitors. This strategy allows brands to tap into trends and discover new influencers in their sector, or identify potential “super users” and brand advocates they may not have otherwise known about.

We live out our lives on social media and brands would be remiss to not place value on conversations happening digitally. Whether we’re disgruntled with the service at the local restaurant chain, thrilled with the latest software update, or yearning for more details on a new ad campaign, we discuss it on social. There’s no use fighting it, it’s a fact.

In this Brandwatch Twitter Happiness Report, our analysts sought out to learn something new about human happiness; how it’s expressed on social, and what trends we could pull from the data. Using social listening and analytics to better understand customers and audiences, helps brands to better understand the psyche of different groups of people and identify trends that can help them improve strategy and campaigns.

 

The future of data analytics

Brands are beginning to recognize that more investments need to be made in data analytics and they seem to be doubling down on budgets, according to data from a Duke University survey of CMO’s cited in this AdWeek article. They reported this week that brands will allot 11.7 percent of their marketing budgets for analytics by 2018, up from 6.4 percent currently.

Social is here to stay. Social listening and analytics are necessary equipment in the marketers toolbox. Brands need to embrace the power of social media, and listen carefully to what their customers, dissenters, and the general public is saying. Understanding needs and wants is paramount to giving the people what they want.

Let them be heard.

 

What new possibilities are there now that a business is social?  To learn more, join Will McInnes at Social Media Week New York on Thursday February 26, where we learn how to strategically use social listening for business.

Social Media Week New York begins on February 23. For the full event schedule and how you can join us, visit here.

What Tinder Can Teach Brands, Storytelling With Vine, And The Future Of Mobile: Top Events On The #SMWNYC Explore Stage

Explore Stage: Events to Check Out

By Social Media Week.

 

With a focus on providing attendees with practical takeaways, you’ll leave these following events (taking place on the Explore Stage) having expanded your digital know-how.

  • Exploring the Future of Mobile Connectivity

    By Social Media Week.

    In this event, Social Media Week’s own Toby Daniels and Steven Van Wel, Co-Founder and CEO of Karma, will be discussing evolving mobile technologies, and the implications of WiFi advancements.

  • Storytelling with Vine

    By Social Media Week.

    In this masterclass, Jeff Petriello, Mashable’s Producer/Creative will be sharing techniques for creating compelling, short form videos via Vine.

  • Building Products & Companies with Betaworks

    By Social Media Week.

    Learn Betaworks’ processes for team and product building and how uniting a talented group of developers (Hackers) ended in the launch of Giphy, Blend, Dots, and Poncho.

  • Swipe Right: What Tinder Can Teach Brands

    By Social Media Week.

    In this interactive event, Sam Yagan, CEO and Co-Founder of Match.com and OkCupid will be revealing what marketers can learn from the patterns of online dating service users.

  • Time Out’s Print to Digital Evolution

    By Social Media Week.

    With a global community of over 39 million people, Time Out’s Roman Tagoe and Terri White will be conducting a masterclass on the shift in editorial strategy from print to digital.

  • Privacy & the Impacts of Connectivity

    By Social Media Week.

    In the face of total digital connectivity via social media, what are some of the major privacy concerns that arise as a result? Hear what leading artists and technologists make of this emerging issue.

  • Custom Content

    By Social Media Week.

    This discussion will be centered on how publishers can collaborate with Instagrammers to adopt a “social first” approach to their marketing campaigns, from the ideation to the activation.

Karma’s CEO Steven Van Wel On The Future Of Mobile Connectivity

In 2015, SMW will explore the power and potential of human connectivity through its global theme “Upwardly Mobile”.

  • Today there are almost 3 billion people connected to each other through the Internet, Social Media and Mobile Technology.
  • A billion new mobile subscribers were added in the last 4 year.
  • By 2022 the total number of connected humans will increase to 6 billion.

Through Upwardly Mobile we want to ask the fundamental question: how can humans achieve more in a connected world?  In this piece, we spoke to Steven van Wel, Co-Founder and CEO of Karma, to find out how our ubiquitous connectivity will change the ways we live, work and create.

1. How will smart devices seamlessly connect our daily lives and help to change our habits?

It all comes down to taking away friction. That’s the biggest thing. We have to make a lot of choices and face a lot of barriers to reach connectivity. What can we do as technology companies to make this a seamless process? As a user you want to focus on the things you want to do, not the things you have to do. The less we interrupt users with complexity, the more they can accomplish.

2. How will our ability to connect, share and exchange information with many more human beings positively impact our connection to humanity?

I have no idea! Our job isn’t to define what humanity is. WiFi alone, or internet connectivity alone will not change humanity. We just want to let people do whatever the hell they want, and stay out of their way so great things can be accomplished. We love humanity, but our technology sort of needs to be humanity agnostic. We’re facilitating a connection, and when we try to do more than that we get in the way.

3. What opportunities are available to entrepreneurs to build products and services for 6 billion connected citizens?

I think what’s hugely important is educating people about what they can do with the internet. It’s not just posting on Facebook. Online schools like Khan Academy and Codecademy are incredible examples, because they expand that horizon. The internet isn’t limited to just the services that have been invented, but to the services and applications and use cases that *can* be invented. That’s why we’re entrepreneurs, and whenever we can show people how they can invent new uses for the internet, we’re expanding what the internet can be for all of us.

4. How will our ease in communications, no longer limited by time or distance, allow for improved collaboration?

Karma as a company is present in eight or nine different locations: New York, Asia, Europe. As a company, location is not a restricting factor anymore. One of the big advantages is that we can work around the clock without working 24/7. If we come up with something at the end of day in New York, people are working on that feature in Europe overnight. When we wake up, we pick up where they left off. It creates a continuous stream of work. It allows us to iterate better, with a continuously fresh set of eyes. Which ultimately allows us to innovate more.

 

On Wednesday February 25, join Karma‘s CEO and Cofounder Steven van Wel and Social Media Week Executive Director Toby Daniels for a discussion exploring what the future mobile connectivity, advances in WiFi innovation and what it all means, for you, your business and for our globally connected society.

 

About Karma

Karma is the simplest way to get online. The pocket sized device seamlessly connects you to the internet and data is pay as you go–that means no expiration dates, no contracts, no subscriptions. Stay connected by preordering Karma.

Get The Party Started With These 8 #SMWNYC Events

Meetups & Networking: 8 Events to Check Out

By Social Media Week.

 

Your Social Media Week experience would be incomplete without making a few lasting connections, which is why you should check out the following events, designed to help build up your personal network.

  • SMW Official VIP Opening Celebration

    By Social Media Week.

    Kicking off Social Media Week New York is the official, invitation only launch party, where attendees can expect interactive installations, pop-up stores, an open bar, food vendors, and live music.

  • Insider Networking Breakfast

    By Social Media Week.

    To start off Day 2 of Social Media Week, an early morning networking event and breakfast will be held, which will be attended by some of the week’s top influencers, speakers, and sponsors.

  • Insider Networking Breakfast, Hosted by Ford

    By Social Media Week.

    Expect yet another networking breakfast during the morning of Day 3, that, once again, be attended by some of the event’s major speakers, partners, influencers, and sponsors.

  • SMW Official VP Closing Party

    By Social Media Week.

    End the week in style with Social Media Week’s invitation only closing party, which will be held at one of the city’s premiere venues, complete with amazing live music, food, and an open bar.

  • Come As You Are: Street Attire Yoga Class

    By Social Media Week.

    After a whirlwind of workshops, events, and networking, unwind at Come As You Are, where representatives of Breathe Repeat will be hosting an hour long yoga session.

  • Startups to Watch: Presented by Entrepreneur.com

    By Social Media Week.

    Presented by Entrepreneur.com, Startups to Watch will be highlighting the most innovative companies across various industries from health and transportation to finance and journalism.

  • Film Screening: Cyber Seniors

    By Social Media Week.

    “Cyber Seniors: Connecting Generations” is a documentary discussing the connection of generations via social media and will be screened at the legendary Lee Strasberg Theatre and Film Institute.

  • #HootupSMW @YotelHQ NYC

    By Social Media Week.

    Join a community of like-minded social media fans for drinks at Hootsuite’s Social Media Week Hootup, taking place at FOUR at Yotel, one of New York City’s top restaurants.

Buzzfeed, Mashable’s CEO, Elite Daily’s Founder And More On The Future Of Digital: Top Sessions On The #SMWNYC Engage Stage

Engage Stage: Events to Check Out

By Social Media Week.

 

Are you a marketer or advertiser looking to gain insights from the best in digital. From analytics to entertainment, head to the Engage Stage and check out one (or all!) of the following events.

  • How Today’s Top Brands Breed Loyalty & Fanaticism

    By Social Media Week.

    Ever wondered how brands like Apple, IKEA, and even Uber achieved their cult statuses? At Cult 2.0, you’ll learn the tricks of the trade from a panel of today’s branding and marketing experts.

  • The Ultimate Human Content Connectivity

    By Social Media Week.

    Ranging from crowd sourced, organic, paid, or socially driven, attendees can expect to gain several insights on how to incorporate user generated content into digital marketing strategies.

  • 10 Years of Digital: A Chat With Mashable’s CEO

    By Social Media Week.

    In this one-on-one interview, Social Media Week’s Founder, Toby Daniels will be discussing the evolutionary path of digital media with Pete Cashmore, Founder and CEO of news powerhouse, Mashable.

  • Collaboration & Innovation at Large Companies

    By Social Media Week.

    Find out how companies like eBay and General Electric are addressing the growing need for new methods of promoting self-disruptive, collaborative, and innovative behavior in the work place.

  • Networks of Influence

    By Social Media Week.

    If you’re a marketer looking to engage the new generation of “upwardly mobile,” millennial consumers, this event is for you. It features speakers from Translation, Crimson Hexagon, and Elite Daily.

  • Creating Consumable Video Content with Buzzfeed

    By Social Media Week.

    Jonathan Perelman, VP of Buzzfeed Motion Pictures will be discussing the science behind creating shareable content, and how changing technologies has affected the way it is consumed in this event.

  • Measuring Attention & Intention with The NYT

    By Social Media Week.

    Michael Zimbalist, SVP of R&D and Ad Tech for The New York Times will be leading the discussion on the role content plays in better capturing consumer attention in the digital age.

Three Tips to Build Community And Grow #BrandLove

Three Tips to Build Community and Grow #BrandLove

It costs 6 to 7 times more to acquire a new customer than to retain an existing one, according to Bain and Co. Pause and let that sink in for a moment. Your customer relationships are crucial, not only to driving consistent revenue for your business and saving you money, but also in creating a lovable brand. The trick is creating a unique experience for your customers, so they become truly invested in your business and will advocate on your behalf.

To find out more, we spoke to Jeanette Gibson, VP Community & Customer Experience at Hootsuite. Here, she shares 3 steps you can use to build #brandlove around your business:

1. Get to know your customers

Learn your customer care-abouts and pain points. The first step is to take a step back and listen. Luckily, social media allows us to listen in on relevant conversations in a scalable manner. This allows you to narrow in on the key interests, communication styles, and issues of your customers.Here at Hootsuite, we use geo-targeted searches to learn more about our customers in different regions. From here we’ll add our key customers to Twitter Lists so that we can seamlessly engage, share, and retweet their content.

Now you’re better equipped to serve your customer community. Your customers are talking about you on social media, whether you choose to take advantage of this or not is up to you.

2. Flex your personality

Once you’ve learned more about your customers, you need to equip yourself with an ongoing engagement model with your audience. This is different for every business. At Hootsuite, we maintain a 24/7 engagement model where we’re interacting with our community all day every day. After all, social never sleeps.

Take your business’s personality into account with every customer interaction. Are you a fun-loving and casual business or more professional? Whichever you are, consistency is crucial.

Context is also important. Are you talking to a long term, loyal client, or a new somewhat sceptic customer. Consider using slight shifts in the tone of your messaging and always tailor it to your audience.

3. Create culture around engagement or ‘Create an Engaging Environment’

There’s a time and a place for different mediums for engagement. However, when it comes to building a loyal community around your business, it’s important to provide a mixture of online and offline experiences.

At Hootsuite, we use a combination of channels and resources to interact with our audience. This includes private communities for different customer groups (for example, our 850+ Hootsuite Ambassadors). You may not require a private community, but find other ways to surprise and delight them.

Offer specialized programs for your regular participants. Exclusivity is key here! You want to create scarcity and demand for these programs, or else they don’t work. Consider building in ways to uplevel their reputations. Finally, you need to reward these community members both online and offline. At Hootsuite we do everything from offering LinkedIn recommendations to our Ambassadors, to meeting our customers in real life at Hootups or other events. When you take a digital relationship offline, you completely shift the connection and garner immediate brand equity.

 

Learn more at Hootsuite’s #Brandlove Masterclass during Social Media Week in New York City, hosted by Hootsuite’s Jeanette Gibson, VP, Community and Customer Experience and Dr. William Ward Director, Education Strategy. Join the conversation with #HootSMW.

Date: Tues Feb 24

Time: 1:00 – 2:00pm EST

Location: Highline Stages – Innovate Stage

 

 

Social Media Week Teams Up With Quietly

We’ve partnered with Quietly, the company that helps brands and publishers create great content, to put together a series of guides for SMWNYC, to help you determine the best events to make the most out of the jam packed week. Whether it’s by topic, stage or anything else you can think of, we’re super excited to be working together to create some awesome resources.

You can check out the first guide here, and we’ll be sure to embed some of the guides here once they’re live, so be sure to check back!

For more on Quietly, follow their blog for the latest updates on their product as well as industry insights on publishing, content marketing and more.

Become A Cult Brand With These #SMWNYC Sessions

Today’s wave of cult brands – Uber, Warby Parker, SoulCycle, Tinder – are using the basic principles of branding and taking it to the next level by creating on-demand apps, social followings and customer incentive programs that breed extreme customer loyalty and fanaticism. These brands create experiences so transformative and disruptive, that once a consumer tries them out and likes what they see, they never look back. What’s more, they become their biggest champions.

Find out what it takes for your brand to succeed with these #SMWNYC sessions:

1. Tapping Millennial FOMO: A Brand’s Guide to Relevance Beyond “Real-time Marketing”

Tue, Feb 24 — 10:30 AM – 11:30 AM
From tapping into “FOMO,” to understanding teen etiquette on platforms like Instagram and Snapchat, attendees will learn how to integrate new millennial insights into their marketing plans, and offer a new real-time playbook for social media marketers.

2. From Fans to Advocates: How to Build Community and Grow #BrandLove

Tue, Feb 24 – 1:30 PM – 2:30 PM
Join Hootsuite for an interactive session discussing the best practices and real-world examples of how a strong community of fans and followers can become a powerful tool in activating others to get involved and fall in love with your brand.

3. Swipe Right: What Tinder Can Teach Brands

Tue, Feb 24 – 5:00 PM – 6:00 PM
Peer through the window into the microcosm of human behavior that exists behind the walls of online and mobile dating services, and ultimately reveal how marketers can connect with their audiences in a more meaningful way.

4. The 10 Rules Of An Open Brand: Evolving With Your Customers and Industry

Wed, Feb 25 – 12:30 PM – 1:30 PM
This presentation provides guidelines for companies to use in establishing themselves as an open business; one that can build meaningful relationships with peers and consumers, and adapt and thrive when faced with change.

5. Cult Brands 2.0: How Today’s Top Brands Breed Loyalty and Fanaticism

Fri Feb 27, 9:00 AM — 10:15AM
On this panel you’ll hear from several masters of Cult Branding 2.0 themselves, who will showcase how marketers can cultivate brand loyalists.

6. Brand Reputation Management: Tactical Ways to Build an Army of Advocates

Fri Feb 27, 10:30 AM — 11:30AM
Learn the importance of brand reputation, the factors that impact brand reputation and what you can do to manage those factors and tactical ways to build an army of advocates for your brand.

7. People-Powered Marketing: A Crash Course in Putting Consumers at the Heart of Your Brand

Fri, Feb 27 – 10:45 AM – 12:00 PM
In this session, you’ll learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.

Drone-Jousting With Martha Stewart, Podcasting Tips With Alex Blumberg, And More: Top Sessions On The #SMWNYC Innovate Stage

Innovate Stage: Events to Check Out

By Social Media Week.

 

Stay on top of the newest trends in tech, social movements, startups and more by attending the following events taking place on the Innovate Stage.

  • Stop Calling Them Social Media Influencers

    By Social Media Week.

    In a day and age where everyone can be their own content creator and distributor, learn how the likes of Youtube sensation Todrick Hall, amassed their social followings across diverse platforms.

  • Social Movements: Reigniting Human Connectivity

    By Social Media Week.

    In today’s interconnected world, the power to start a social movement is no longer a privilege enjoyed by the elite alone—ideas of which will be discussed by two of today’s major movement builders.

  • Return of the Podcast

    By Social Media Week.

    Alex Blumberg, award-winning reporter and producer for This American Life, will be speaking on the rising popularity of podcasts, and the future of audio content distribution.

  • The Digital Economy

    By Social Media Week.

    In this discussion, Don Tapscott will be reflecting on 20 years worth of technological development, and where the modern “digital economy” (coined from his “The Digital Economy”) is headed.

  • A Future for Transportation

    By Social Media Week.

    With $1B companies like Uber and Waze bridging the gap between software and transportation, this discussion aims to uncover the secrets to increasing efficiency in a densely populated world.

  • The Myth of Venture Capital

    By Social Media Week.

    Do more VC dollars raised equate to startup success? Jon Oringer, Founder and CEO of Shutterstock will be addressing that exact question in this speaker series.

  • The New Millennial Model for Business

    By Social Media Week.

    Randall Lane, Editor of Forbes Magazine will be addressing the growing millennial workforce, and discussing ways to leverage social media and tech knowledge with members of Forbes’ 30 Under 30.

  • Why Diversity In Tech Matters

    By Social Media Week.

    Rev. Jesse Jackson, Founder and President of the Rainbow PUSH Coalition will be taking the Innovate Stage to speak on why diversity in the workplace is essential for organizational growth.

  • The New DIY: Drones, Makers & Bots

    By Social Media Week.

    In this one-on-one speaker series, Martha Stewart and Sophie Kelly, CEO of The Barbarian Group, will be discussing and demonstrating the various innovations that have arisen out of the Maker Movement.

  • Streamlining Social Strategy & Collaboration

    By Social Media Week.

    In this event, Patrick Stokes, VP Product Management at Salesforce Marketing Cloud will be discussing solutions and use cases for helping organizations better streamline their social strategies.

Turn Down For #SMWNYC: 4 Parties You Won’t Want To Miss

At Social Media Week we like to work hard and play hard. Connect with other SMW attendees offline and let loose at these fun events, hosted by our incredible partners.

1. SMW Official VIP Opening Celebration
Mon, Feb 23; 7:00 PM – 10:00 PM
Mix and mingle with the elite of the tech world at this invitation-only party. It will be quite the party, too, with LDV Hospitality restaurants American Cut, Scarpetta and Lugo Cucina ensuring you have plenty to nibble on and Herradura Tequila and New Wines from Greece supplying the ever-flowing drinks. This party will be the talk of Social Media Week. Make sure your name is on the list by getting your Insider Pass while they last!

2. #HootupSMW @YOTELHQ NYC!
Tues, Feb 24; 5:00 PM – 7:00 PM
Unwind from day two of #SMWNYC by joining our partner Hootsuite for a complimentary drink or two at FOUR at YOTEL, one of New York’s top restaurants in the heart of Times Square! Network, relax and cheers to a great week!

3. WOMMA Wine Wednesday: Next Generation Marketing: Meet The Gen Z Influencers
Wed, Feb 25; 6:00 PM – 8:00 PM
At this WOMMA #WineWednesday event, hosted by marketing agency 360i, you’ll hear from a panel of Gen Z Influencers on what’s currently hot on platforms such as SnapChat, YouTube, Instagram and Vine, and what’s bae (‘before all else’) in 2015.

4. SMW Official VIP Closing Party
Fri, Feb 27; 7:00 PM – 10:00 PM
There’s no better way to close out Social Media Week than our Closing Party at the Highline Ballroom. You’ll have plenty of fuel to party the night away with an exclusive guest DJ set from MICK, one of the most in-demand DJ talents and Herradura Tequila pouring the drinks. This event is invitation-only so again, be sure to get your insider pass.

Want to party with us? Of course you do! Grab your Insider Pass today, and join us for all the fun!

The 6 Types Of People Who Tweet About The Weather

This post was penned by our partner Poncho the weather cat as a piece of a multi-part series. Poncho is a new weather service that delivers customizable weather forecasts daily via email and text message, helping you plan everything from your commute to your outfit.

 

If the #Blizzardof2015 taught us anything it’s that people love talking about the weather. Every time there’s an extreme weather extravaganza (#weathervaganza? make it happen, Twitter), the Internet lights up like a disco ball at a high-powered rave. Is it going to rain? I love the rain! No, the rain sucks! Why is it snowing? Is it the end times? Why are weatherpeople so full of lies?!

There are a couple types of people who come tweeting out of the woodwork whenever it rains, snows, or is windier than expected. Here are some of them.

  1. The Worrier

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The Worrier takes the news seriously and may or may not have elbowed someone in the grocery store for the last can of Campbell’s chicken corn chowder. They’re prepared, though some people might say overly so.

  1. The Joker

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The complete opposite of The Worrier, these folks are more interested in memes than storm preparation. The Joker’s Twitter account is full of wisecracks about Chinese takeout, pictures of vodka, and Frozen Photoshops of varying quality.

 

  1. The Denier

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The Denier is too cool for earmuffs. These tweeters are contrarians who would wear a pair of shorts just to prove that a polar vortex isn’t all it’s cracked up to be. What results is basically a weird humblebrag that is for some reason weather-related.

 

  1. The Anti-Denier

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The Anti-Denier is pretty much just sick of hearing the Denier’s posturing and cooler-than-thou attitude, to be honest.

 

  1. The FOMOs

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The FOMOs are afraid of, well, missing out. These are people in sunny parts of the country who have never had to shovel a driveway before.

 

  1. The Optimist

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Finally, like during all other Internet events, there are those who try to stay positive. You can count on the Optimist for tweets about how beautiful the snow is or reminders to be thankful toward city workers.

 

It always starts the same: Tweets about how cold/rainy/snowy/hot/etc. it is provoke other tweets about how it’s not THAT cold/rainy/snowy/hot/etc. A cold front of complaints swirls together with excitement about being part of a “historic” storm. Memes emerge and then recede into the atmosphere. This is your brain on Twitter, and this is Twitter on #weather — and everyone on Twitter has an opinion and is trying to find like-minded communities where they can commiserate, complain, and celebrate.

These collective weather experiences almost mimic the natural phenomena they’re commenting on. Unlike weather patterns, though, these types of social behavior are more predictable.

 

About Poncho

Poncho is your best weather buddy. Every morning he’ll send you a sassy text or email telling you what’s up with the day. Frizzy hair? Bad allergies? Rainy days to train delays, Poncho’s got you covered. Sign up here for personalized weather reports every morning, tailored to your routine, delivered by email or text message.

 

Take Command Of Your Data: Social Media Command Centers

This post is the first of a multi-part series with our partner Brandwatch, in which Will McInnes, CMO of Brandwatch, examines how brands can unlock the power of social data and social listening for business.

It’s not a secret: major businesses and agencies around the world heavily rely on social listening to inform and shape business strategy. Whether it’s in marketing and PR, customer service and crisis communications, or the merging of multiple data sources, social media command centers are the most sophisticated way to make the most out of social data.

Visuals are quickly becoming the go-to mode of communications in society from both an individual and professional perspective. Think about the last time you used an emoji, checked out an infographic, or absorbed data through an interactive map. It only makes sense that social data visualizations are a key part of taking command of social activities.

I know you’re wondering – “that’s all fine and good, but give me the details!” – and that’s just what I’m going to do.

There are very specific uses for social media command centers and innovative technologies are launching every day to help brands and agencies become the master of their social data.

Let’s take a look at some of them and how they can benefit your business.

Mission Control

First and foremost, a social media command center provides a central hub for one or all social-driven business needs and activities. It is the pulse of what’s being said about your brand, how your customers are discussing the industry and your competitors, and a treasure trove of potential conversations and influencers to tap for campaigns.

Brands can strategically streamline social activities by having a social command center live within their communications team. The best way to make the most out of engageable opportunities is to be in a position to see visualizations of social data in real-time up on the big screen – a social media command center platform.

The big-screen collaborative environment around social engagement promotes a much more unified voice in a company’s social outreach so when community managers reach out to customers, influencers, or media on social they are innately more synced up by simply being in the same place, looking at the same data.

Critical Conversations

Phone and email no longer remain the primary methods of customer service. And don’t even bring up brick and mortar customer service solutions. Consumers take to Twitter first and foremost to discuss concerns, issues, and praise products and brands.

It only makes sense that the social media command center is a natural home for customer service teams. Utilizing command centers for customer service keeps reps primed to provide constructive and helpful feedback to negative comments, and assist customers and answer questions in real-time with a human voice.

The visual elements in a social media command center make it easy to see and understand customer complaints online and prioritizes high importance issues with ease.

Reactive engagement at scale means that there must be strong systems in place to categorize and effectively eliminate the actual customer service issues from the noise and chatter that are less actionable – command centers can help provide that system.

Monitor and Neutralize Crises

Those that are all too familiar with a public relations crisis know that identifying and appropriately responding to crises early and smartly is essential to coming out the better end of it and avoiding the moniker “the next BP.”

How can a social command center help in a moment of crisis for your brand, industry, or global events? Live-streaming social content on a consumable display means that more employees can watch, pinpoint, and handle public complaints or issues before they become larger and more unmanageable.

The ability for PR or social teams to triage messages from social media command center screens to executive offices means having a more organized system for handling crises. In many instances, having that preparation is key in protecting the brand’s image.

Carpe Diem – Real-Time Opps

Social media has given rise to a host of real-time marketing strategies that have never existed before. Oreo is the seminal example (yes, you can dunk in the dark). Snickers also took a real bite out of World Cup social conversations thanks to some lightning-fast social reactivity.

Brands no longer have to wait to understand how the public is receiving their campaign – now they can keep track of the response as it unfolds online.

Considering how quickly online communities can develop strong opinions (both good, but more often bad news travel faster), staying aware of those views and being agile to the rapidly shifting online temperature can amplify a campaign’s success. Or perpetuate its failure.

With command centers, brands can instantly curate social discussions to prioritize mentions from key influencers, collaborate with the larger team and other departments on social platform replies, and compare performance against competitors.

Real-time information translates to real-time reactions.

In a time where waiting too long to respond can make or break your brand’s reputation, mitigating real-time opportunities on social media has become a “must-have” and not just a “nice-to-have.”

Competitive Edge

Competition is fierce, in any industry. Social media makes it that much harder to stay ahead of the curve, with brands fighting to be the fastest, the best, the most creative, and the most relatable.

Businesses can use the command center to track their brand’s performance against their competitors. Essentially, social media command center displays can act as a KPI board that employees can use as a primary indication of the company’s social performance.

The ability to visualize competitive benchmarks over the course of a day, week, month or year helps employees recognize the business’s social development over time and the key inflection points that cause spikes or lulls in social chatter.

Impress Everyone

Social media command centers are a visually appealing way to bring awareness of a brand’s online presence to life.

It’s a straightforward way to quickly give a snapshot of how a brand itself, or its products, is faring in online conversations for stakeholders, customers, and of course employees. Not to mention it’s a really nice visualization when guests are visiting an office.

Visualizations of any kind of data equate to sophistication, high-tech, and innovation, and by investing in a social command center a brand is making a bold statement about the way their business functions. They are investing in social.

So much of what we do as a society happens online – shopping, dating, connecting, and reconnecting along with so much more – that it only makes sense to give social media the importance and screens it deserves.

Command centers act as an excellent way to bring social media into the limelight, internally, and is a great way to drive transparency, high-level industry conversations, and even promote company culture. Social media posts are an unadulterated, unsolicited straight line into the consumer mindset. Command centers give employees a link back to the ground where customers’ everyday thoughts and opinions are driving businesses and praising or challenging brands every day.

If it’s not obvious, it should be that a brand’s online presence has an effect on everyone in the business. Understanding how each employee plays a role in shaping that online image is important.

Small Steps Equal Leaps and Bounds

It’s vital for brands to use social listening to help the various departments in your business. It’s not just social media community managers or PR managers who can benefit from being plugged into the social conversation about your brand and industry. Everyone can benefit.

Product development teams take consumer feedback and can integrate it into product updates and gain valuable insights for new features. Customer service reps can address equipment failures or in-person issues with lightning speed and agility. CEOs can knowledgeably showcase the latest competitive rankings based on news mentions or online conversations.

The social visualization possibilities are endless.

Taking command of your social data means taking it a step further by investing in social command centers. The first step is evaluating your enterprise needs to determine your departmental and business strategies and how much of that is driven by social media and online conversations. You’ll be hard-pressed to find a discipline in your business that doesn’t benefit from being tapped into the central vein that is social.

 

What new possibilities are there now that a business is social?  To learn more, join Will McInnes at Social Media Week New York on Thursday February 26, where we learn how to strategically use social listening for business.

Social Media Week New York begins on February 23. For the full event schedule and how you can join us, visit here.

 

 

 

 

 

 

 

 

Help Your Startup Scale With These Sessions During #SMWNYC

While startup business owners and entrepreneurs understand that they need to market their products or services, finding the time and know-how to develop an effective plan can be a challenge. Luckily, this year’s Social Media Week includes several events providing practical hands-on advice taking your startup from idea to execution:

1. Building Products and Companies with The Betaworks Hackers in Residence

During this session, you’ll hear about betaworks process for building products and teams, plus some of the 2015 Hackers team will tell you about what the next generation of betaworks products might look like.

2. Growth-Hacking Quick Wins: Strategies To Increase Customer Base

This session is targeted to marketers, business developers, startups, and anyone looking to get more users and grow their products. You will not only learn about growth hacking and the methods that come with it, you’ll walk away with tactical, practical skills and strategies to significantly increase your customer base.

3. The Myth of Venture Capital, A Chat with Jon Oringer, Founder and CEO, Shutterstock

Jon Oringer will discuss the tools out there to start your own business from only a few thousand dollars and how to develop a solid foundation that will give your business the best chance of succeeding.

SMW NYC begins on February 23. Join executives from Buzzfeed, Code & Theory, Ford, General Electric, The New York Times, MTV, SalesForce, Tumblr, WIRED and more! For further information, visit Social Media Week.

We can’t wait to see you there!

Attendee Spotlight: Christian Borges, SVP Marketing For true[x], Shares His Top Picks For #SMWNYC

Social Media Week’s global theme for 2015 – “Upwardly Mobile: The Rise of the Connected Class” – is all about how digital technology is creating seismic shifts in nearly every industry and in the everyday lives of billions of people worldwide. Today, we’re more connected than ever before, and we have the power to make our voices heard by governments, brands and the world at-large. The sessions featured later this month will offer insights into this theme through the perspectives of the thought leaders, journalists and business mavens who are on the front lines in their respective fields.

To help you navigate the rapidly expanding calendar of events at Social Media Week New York, we asked a few of our attendees to share their top picks for events taking place throughout the week. Below, Christian Borges, SVP Marketing for true[x], gives us a look at the events that are catching his eye:

The idea of Attention as part of a broader industry conversation relating to Viewability and as part of the formula for determining a new online ad currency is something that is top mind for me, so the following two presentations are of particular interest:

Anyone who knows me knows that I’m a maniac when it comes to wearable tech (at one point I was rockin’ three devices on my wrists, currently sporting two and waiting for Apple Watch). So I like the premise of this topic:

An opportunity to get up-close with a political icon discussing an issue that frankly needs more attention and solutions. ‘Nuff said.

The reshaping of journalism through the use of data is fascinating:

About Christian Borges

photoChristian Borges is the SVP Marketing for true[X]. Christian has spent the last 15+ years immersed in the world of marketing and communications, during which time he’s been at the forefront in developing digital brand reputation and social media strategies from a 360 degree approach, working with multi-disciplinary teams (creative & technology, media planning & buying) to develop campaigns that connect and engage consumers both online and off.

10 Years Of Digital: A Fireside Chat With Pete Cashmore, Founder And CEO Of Mashable

Since Pete Cashmore created Mashable in Scotland a decade ago, its goal has been to document the digital revolution and how it empowers and inspires people around the globe.

Pete Cashmore-10In their 10 years of existence, Mashable has been witness to a lot, from the the rise of social networks like Facebook, Twitter and Snapchat, to the fall of world leaders. They’ve seen the spread of social media to all corners of the globe and reported on its profound impact and influence on nearly every aspect of our daily lives. Mashable has grown up from a small, one-author blog about web tools and emerging social networks to the web’s largest independent news website dedicated to covering digital culture, social media and technology.

From the start, Mashable followed the rise of Web 2.0 and the way it reimagined the way people communicated, collaborated and shared ideas and information. Fast-forward to today, and technology has impacted nearly every facet of our daily lives, from the way we do business to the way we interact with media and entertainment.

On Thursday February 26, join Pete Cashmore, Founder and CEO of Mashable, in conversation with Toby Daniels, Founder of Social Media Week and CEO of Crowdcentric, as they take a look at how digital media has evolved and where it’s heading.

 

For more information on Pete Cashmore‘s talk and to secure your pass for the week, visit Social Media Week.

 

Attendee Spotlight: Sean Foster, CEO Of Crowdtap, Shares His Top Picks For #SMWNYC

Social Media Week’s global theme for 2015 – “Upwardly Mobile: The Rise of the Connected Class” – is all about how digital technology is creating seismic shifts in nearly every industry and in the everyday lives of billions of people worldwide. Today, we’re more connected than ever before, and we have the power to make our voices heard by governments, brands and the world at-large. The sessions featured later this month will offer insights into this theme through the perspectives of the thought leaders, journalists and business mavens who are on the front lines in their respective fields.

To help you navigate the rapidly expanding calendar of events at Social Media Week New York, we asked a few of our attendees to share their top picks for events taking place throughout the week. Below, Sean Foster, Chief Executive Officer of Crowdtap, gives us a look at the events that are catching his eye:

1. The Ten Rules of an Open Brand: Evolving with Your Consumers & Industry

“John Winsor has built his company, Victors & Spoils, on the opportunities that are unlocked when marketers tap into the collective brainpower of many. I look forward to hearing his extended POV on what it takes to become an ‘open business.’”

2. The ROI on WOM: A First Look at “WOMMA’s Return on WOM” Brand Data Study

“An important report for brand marketers to take in, courtesy of our friends at WOMMA. Major findings include how WOM can amplifying marketing and how WOM influences sales.”

3. Networks of Influence: Hosted by Elite Daily, Translation & Crimson Hexagon

“This should be an interesting perspective on the Millennial generation’s feelings toward marketing (spoiler alert: they don’t trust traditional advertising) and how brands can align their efforts with this shifting consumer mindset. Elite Daily gets this audience more than most.”

4. Is Social Media Just Media? The Future of Paid, Earned and Content

“With social platforms systematically cutting off ‘free media’ opportunities for marketers, the paid-earned balance is becoming an increasingly important conversation in our space. Matt Britton, CEO of MRY, joins Lisa Weinstein, President of Global, Digital & Data Analytics at Starcom MediaVest group for this can’t-miss session.”

5. From Fans to Advocates: How to Build Community and Grow #BrandLove

“Community is absolutely central to the Crowdtap platform, so we can get on board with this session devoted to what makes for a vibrant brand community.”


SEAN-FINAL
You can catch Sean’s own session, “People-Powered Marketing: A Crash Course in Putting Consumers at the Heart of Your Brand,” on Friday, Feb. 27 at 10:45 a.m. If you haven’t already, be sure to pick up your pass to #SMWNYC, and join us for what will be an extraordinary week.

 

About Crowdtap:

Crowdtap, the People-Powered Marketing Platform, is a new operating system for brands powered by the people who love them. Our platform makes it easy for brands to put consumers at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.

In 2014, Crowdtap was named one of the 100 Most Promising Companies in America by Forbes and the No. 54 fastest-growing private company in the Inc. 500 List. The company has been ranked as the No. 3 Best Place to Work in New York by Crain’s, and the No. 6 Best Tech Company to Work For by Mashable.

With a growing community of passionate members, Crowdtap works with leading brands including General Mills, Heineken, Kraft Foods, P&G, Verizon, Walmart and Yum Brands.

Visit corp.crowdtap.com for more information.

 

Attendee Spotlight: Crystal Beasley, Co-Founder And CEO Of Qcut, Shares Her Top Picks For #SMWNYC

With a passion for emerging technology, mobile and social media, Social Media Week attendees always strive to understand and share what’s next. This February, we’re excited to explore “Upwardly Mobile: The Rise of The Connected Class” throughout the conference, and what this theme represents from today until 2022, when six billion individuals will be connected to each other online. The sessions you won’t want to miss feature leading companies sharing their top strategies and predictions of what’s happening, and what’s to come.

To help you discover the best of Social Media Week New York, we asked a few of our attendees to share their top picks for events, talks and masterclasses taking place throughout the week. Below, Crystal Beasley, Co-Founder and CEO of Qcut, gives us a look at the events she doesn’t want to miss:

  1. Rev. Jesse Jackson: Why Diversity in Tech Matters
  2. Where Fashion and Technology Collide: A Talk with Meredith Kopit Levien, New York Times
  3. Beyond The Moonwalking Bear: New Ideas In Understanding Human Attention
  4. Social Movements: Reigniting Human Connectivity
  5. Startups to Watch: Why Entrepreneurs Will Build The Future
  6. The Myth of Venture Capital, A Chat with Jon Oringer, Founder and CEO, Shutterstock

About Crystal Beasley
349e6f5Crystal Beasley is the Co-Founder and CEO of Qcut. Qcut makes jeans in 400 sizes to fit eight different body types and heights. With no measuring tape needed, women can give us five bits of data about themselves: the size of their favorite jeans, height, weight, and counter-intuitively… bra size and shoe size. These data points are crunched to predict the critical aspects of fit and find her perfect pair.

Session Preview: CEO Of Crowdtap Explains What It Means To Be A People-Powered Brand

In our day-to-day lives, we’re faced with countless reasons for wanting to engage with brands and businesses. Of course, we have customer service questions, but we also want to tell brands when they’re doing something right – and what’s more, we want to share our own ideas about how the brands we love can evolve and grow with us as consumers. After all, it’s our experiences with brands as consumers that shape the very definitions of those brands.

Sometimes simple social interactions cannot achieve these engagements effectively, and at scale, and that’s where Crowdtap comes in. Billed as the People-Powered Marketing Platform, Crowdtap helps marketers place real consumers at the heart of their marketing – from consumer insights and innovation to content creation and media distribution.

At #SMWNYC, Crowdtap CEO Sean Foster will explain what it means to be a people-powered brand, and offer up tangible examples of brand marketers who are leveraging the consumer voice across the entire marketing lifecycle. We recently caught up with Sean to get a sneak preview of his much-anticipated session:

What’s the state of brand-consumer relationships today?

The relationship between brands and consumers is broken. Most Millennials say they do not trust traditional advertising at all – yet marketers are still talking at their audiences, pushing messaging on them in disruptive ways. But it’s not all doom and gloom. Media-savvy consumers are passionate about the brands they love. In fact, nearly half of Millennials today believe that brands “play an essential role in their lives.”

Put simply, consumers want to be heard. They want a seat at the table – so much so that they are investing their own money to co-develop new products via platforms like Quirky and Kickstarter. The brands of the future are those that are putting people at the heart of it all – and that’s the definition of People-Powered Marketing in its simplest form.

What’s the difference between crowdsourcing and People-Powered Marketing?

People-Powered Marketing replaces the linear model of engaging consumers with an iterative cycle that elevates the consumer voice across all stages of marketing and product development. Crowdsourcing is a piece of that, but does not represent the complete scope of what’s possible for marketers today. At Crowdtap, we’re evangelizing a model in which consumers are involved at ALL stages of the marketing lifecycle. Beyond crowdsourcing (co-creation), this might involve giving product feedback, validating creative and creating content around their own experiences with brands. It’s an iterative, ongoing process versus a one-off campaign.

What can marketers do to help their brands become more People-Powered?

Becoming more consumer-centric is as much of a mindset shift as it is an operational shift. Marketers have to have the desire to make the leap, and understand that brands are no longer defined by executives in board rooms, separate from the consumers who experience them on a daily basis. They should not only realize, but appreciate, that their customers are increasingly calling the shots – and know how to balance consumer needs with business objectives. From an operational standpoint, managing ongoing conversations with consumers is not achievable at scale without the tools to make those engagements seamless and actionable for marketers. Our platform makes it easy for marketers to engage in two-way conversations with consumers that result in agile consumer insights and powerful word of mouth.

For more insights into marketing’s people-powered future, catch Sean’s session at the #SMWNYC Campus Headquarters (Highline Stages) on Friday, Feb. 27 at 10:45 a.m.

About Crowdtap:

Crowdtap, the People-Powered Marketing Platform, is a new operating system for brands powered by the people who love them. Our platform makes it easy for brands to put consumers at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.

In 2014, Crowdtap was named one of the 100 Most Promising Companies in America by Forbes and the No. 54 fastest-growing private company in the Inc. 500 List. The company has been ranked as the No. 3 Best Place to Work in New York by Crain’s, and the No. 6 Best Tech Company to Work For by Mashable.

With a growing community of passionate members, Crowdtap works with leading brands including General Mills, Heineken, Kraft Foods, P&G, Verizon, Walmart and Yum Brands.

Visit corp.crowdtap.com for more information.

5 Perks With Your Insider Pass To #SMWNYC + Enter To Win A VIP Table

Social Media Week NYC is just under two weeks away. This year, we’re bringing together the top global thought leaders, including Rev. Jesse Jackson, Martha Stewart, Beth Comstock, Jon Oringer, John Collison and Shiza Shahid, to name just a few.

An Insider Pass will enrich your SMW experience in many ways, mostly due to the additional events and special perks that are available only to Insider Pass holders. Here’s a list of five benefits you get:

  1. VIP Opening Reception, taking place at Highline Stages, and offering you an opportunity to kick off the week in style.
  2. VIP Closing Party, located at Highline Ballroom, a decadent lounge featuring fantastic cocktails, and featuring an exclusive guest DJ set from MICK, one of the most in-demand DJ talents. Check out photos from last year’s awesome party here.
  3. Insider Breakfasts, offering you the opportunity for connect and network with other Insider Passholders, high-level influencers, and VIPs.
  4. Insider Guide, highlighting key events curated to your industry, to make sure you get the most out of your SMW experience.
  5. FREE copy of “On! Future of Now: Making Sense of Our Always On, Always Connected World,” with contributions from Seth Godin, Jonah Peretti and Robin Chase

In addition, by purchasing your Insider Pass, you will be entered to win a VIP table for you + 9 of your friends at our VIP Closing Party at Highline Ballroom. 

So, grab your Insider Pass today, and make sure you don’t miss out on a minute of this powerhouse of a week.