#SMWNYC

Apr 30 - May 2




Connecting Deeper with Social: Ways to Avoid Becoming the New Banner Ad

Hosted by Swift

wednesday, March 1, 2017

4:00 PM - 5:00 PM

Convene Venue: Workshops

This session is a Workshop. All Workshops taking place at Convene will NOT be available on SMW Insider (either Live or on-demand).
HQ Pass pick-up is available at Convene from 8:15am – 4:00pm on Tuesday and Wednesday.

Social media was created as a way for people to connect with other people – it was only later that feeds adjusted to accommodate and even prioritize advertisers and brands. But consumers do not interact with sponsored content the same way as with organic content, the tendency is to block it or ignore it altogether, as if it were a banner ad.

In a workshop by digital agency Swift’s Rick Albano – one of the minds behind social media efforts of Starbucks, Adidas, Nestle, and Pandora among others – he will explore how brands and agencies can connect deeper with social, to both create an emotional connection and drive business results.

In four main points, with specific, interactive examples from Swift’s work and others, he can address how to stay on top of social behaviors to make a meaningful impact:

  • Storymaking – As we move from an age of passively watching stories, to an age of making and engaging with them, advertisers must move on from storytelling and prioritize storymaking for the consumer. In their “Made with Code” project with Google, Swift enabled girls with coding experience to make their own unique fashion designs that were brought to life at New York Fashion Week, allowing consumers to create their own experience while engaging with the Google brand.
  • 1:1 Messaging – An estimated 70-80% of social sharing takes place in 1:1 messaging platforms, an intimate yet “dark” side of social. Brands can participate in this by prompting 1:1 conversations on different platforms, creating custom content for those conversations such as emojis or Snapchat lenses, and exploring the advent of chat bots. For Hot Pockets, Swift addressed this behavior by creating funny, shareable GIFs to connect with their audience.
  • TL;DW – An abbreviation for “Too Long; Didn’t Watch,” TD;DW speaks to consumers’ ever-shrinking attention spans and the need for brands to adjust their ad buys according to how consumers interact with each social platform. Geico’s “Unskippable” campaign addresses this behavior, acknowledging people’s short attention span while hooking them with content compelling so much that over 17 million sought out the longer versions on the Geico website.
  • Social IRL – What people choose to share is a huge part of social, as many feeds are meticulously curated. If brands want to be a part of these moments, they need to be considerate of what users want in their feeds and what they as a brand can do for their consumers. As part of Swift’s repositioning efforts with SweeTARTS, the agency launched the Follow Your TART campaign at “misfit events” like VidCon and Comic Con, encouraging attendees to interact with and share SweeTARTS stories with their friends across channels, driving authentic “social currency” for their feeds.

Audience Takeaways:

  • A background on the way social media has evolved and made room for advertisers and brands
  • Insights on real social media behaviors, including how they have changed, are still changing, and the way this impacts advertisers and brands
  • Examples and analysis of ways brands and agencies are creating deeper emotional connections with social
  • Four specific considerations for how to make truly modern integrated campaigns that generate consumer connection and impacts a brand’s business

Workshops are hosted at
Convene

Event Location



Social Media Week

Connecting Deeper with Social: Ways to Avoid Becoming the New Banner Ad

March 1, 2017 - 4:00 PM - 5:00 PM

Hosted by Swift




Rick Albano

Rick Albano

Executive Creative Director, Swift