London was calling last week, big time. So of course, what else could I do? I just had to go… And boy, was I in for a treat! Social Media Week (and London for that matter) 2017 left me in awe.
I learned quite a bit during these 4 amazing days of social talks (just the way I like my talks) and I can’t wait to get you all excited as I am about the things I took with me.
If you follow us on Twitter and Instagram, you might have had a little taste of what #SMWLDN was like. But there were loads of interesting speakers and only two stages. I don’t have to explain to you that I had to make some devastating choices from time to time (and I swear, I’m not exaggerating), but I managed to go and see the talks that were definitely my cup of tea. So naturally, I put together the top five talks that I would’ve double-tapped twice if they were an Instagram picture:
#01 – The Speed of Feed (Facebook)
The very first talk of the week set the bar mile high! Kat Hahn gave us some impressive statistics on a platter; like, did you know that we all thumb through 300 feet of content on our smartphones? That’s the same length as the Statue of Liberty! And we need to keep up with that.
There are three ‘modes’ in which we process content: on-the-go (70%), lean forward (20%) and lean back (10%). With each of these modes, belongs a certain type of content: you need immediate content when you’re on-the-go, interactive content when you lean forward and immersive content when you lean back. We simply can’t ignore the 70% of time that we spend on-the-go, so naturally we need loads of immediate content. And that’s why, according to Kat, not doing short video is not an option. She also showed us a Winston Churchill quote that we absolutely agree with (and love): “If I had more time, I would have written a shorter letter”. Which means that you have to think really well about this strong and short piece of content, because it has way more impact.
Fave one-liner: “People can buy eyeballs, but they can’t buy the attention.”
#02 – A Social Writing Masterclass (That Lot)
During this talk, I had to sit outside of the little theatre with about 50 others who were also very keen to see what the people of That Lot had to say about Social Writing. Let me tell you, we were not disappointed! David Levin and David Schneider gave us some handy dandy tips and tricks to improve our writing skills for all social platforms. They gave us great examples of brands doing it right and some cringe-worthy examples of how you should definitely not write.
In short, their advise was to put enough personality in your tone-of-voice and engage in banter IF it suits your brand of course. Also; don’t let a brand hate on Mondays, that’s just a bit weird.
Fave one-liner: “If you want to be successful on social, be in One Direction.”
#03 – Understanding The World of Influence (Ogilvy)
Sure, a subject that we’re all familiar with (and probably sick and tired of). But Ogilvy gave us some surprising statistics and statements that caught our attention. Did you know that 93% of the consumers couldn’t care less if brands didn’t exist anymore, when in 2014 that number was just 74%? That’s quite an alarming increase in only two years time! So what do we need to do to step up our game? It’s all about relevance.
When you decide to work with influencers, you might want to take in account if that influencer and the type of content they produce is relevant for your brand. You also need to think what your brand has to offer the influencer, bring them in as a part of your team and build a long-term relationship. That’s just the way it is.
Fave one-liner: “Word of Mouth influences 92% of the purchases, and people don’t really care where that Word of Mouth comes from really.”
#04 – Visual Discovery + Give the People What They Didn’t Know They Wanted (Pinterest)
If I’m completely honest with you, the Pinterest-talks were my absolute favourites by far! The first talk was all about how you can use visual discovery to inspire the consumers to act on it! Eric Edge told us that the ideas and (p)inspiration that you give needs to fit in the consumer’s lives, and these ideas need to be achievable. Otherwise, people won’t act on it. But what makes an idea good? Well, a good idea needs to look good, it needs to be inspiring and it’s actionable.
Also, can we just take a moment and appreciate the coolest new thing that is Pinterest Lens? When you see a chair at your friend’s house that you really like, you can just take a picture with Pinterest Lens and it will analyze the image for you AND give you related pins to that specific chair. Isn’t that just kick-you-in-the-crotch, spit-on-your-neck fantastic?! WE LOVE IT.
The second talk was more about how you can make a successful campaign on Pinterest. First of all, arrive early. It’s all about planning with Pinterest and they made it quite easy for you to jump on that bandwagon with their planning templates. Cool, huh? The next step is to stay relevant, you need to target relevant interests and (if it matches your brand’s image) inject your brand in something that is trending. Remember when knee high boots were the trend? Cheetos (yes, you’re reading it correctly) played that one quite nicely! Last but not least, you need to look and talk great on Pinterest. Make your pin visually arresting and use the description! In short: inspire.
Fave one-liner: “Pinterest doesn’t fit into Search or Social, it took parts of each and created this new category; Discovery.”
#05 – ChatBots and The Social Commerce Revolution 2017 (We Are Social)
The cool kids of We Are Social had me hanging onto every word they said. If we are to believe what they said is true, then Social Commerce is the next big thing! We’re all familiar with ChatBots, but We Are Social presented a case of theirs for Domino’s Pizza that got us thinking a bit further along the line. You have to really create a character that has the perfect work-play balance and design a conversation based order. You have to get the impression that you’re really talking to a person who will handle your order. In Domino’s Pizza’s case, that was someone who was really fond of pizza puns.
6 out of the top 10 apps are messaging apps, this is something brands really can’t ignore. So why would you even go to the webshop when you can simply purchase your item by chatting with the brand? WeChat has it all, you just need your phone and the mail-man will take care of the rest. Consumer are not only loving it because it’s easy, they love the experience!
Fave one-liner: “ChatBots have feelings too.”
So, after reading this, do you think that some of these insights might be useful to your brand in particular? Don’t hesitate and drop us a line! We’d love to connect – reach out to firstname.lastname@example.org.