[#SocialMediaLive] 7 Highlights
Video storytelling, Gen Y malaise, authentic influence, social listening, and the joining of social media dots for investigative journalism, were all key themes in an entertaining mix of eclectic content.
SocialMediaLive was a festival in one day of business, brands, social influencers, news and technology. Celebrities included millionaire YouTuber Alfie Deyes, author of the PointlessBlog and David Schneider, the comedian-actor-director-turned-entrepreneur-tweeter. The event aimed to uncover exploding tensions that lie within audience behaviours, how we use social media and shape what’s coming next andI feel it delivered to most of that.
My seven top takeaways.
1. Attention is a muscle, the emerging story arc and measure deep engagement
Elaine Doyle from Google was the first speaker of the morning. She leads the YouTube business in Ireland. Elaine reminded us that YouTube gets signals across all Google channels we use and so can listen to our preferences on email, text, and all the apps we use. It’s crazy not to take advantage of this targeting ability, most especially with video, the fastest growing channel. Having grown up in B2B and having lived the hero’s journey, I loved her slide on the emerging story arc. Attention is a muscle and it’s no longer enough to have one main plot to keep attention; at least not in video. The highest converting videos keep suspense across multiple storylines and to the very end. Measure video results in terms of deep engagement.
2. “When you don’t care about the followers you make better content.” – Alfie Deyes
Jess Kelly from Newstalk interviewed millionaire YouTuber Alfie Deyes, author of the PointlessBlog, which boasts over five million subscribers. Protesting that he is just an ordinary guy, currently on hiatus from daily vlogging, Alfie tells us how it’s important to live your life and then make videos. The day you’re getting up to make a video is the end of the authentic post. In fact he has gone so far as to flip traditional media publishing on its head by making material around his crew. He’s hired a team of people he likes to work with and whatever projects they embark on will fit around their styles and personalities. Jess Kelly asked him how to gain more followers and the answer wasn’t scientific. “Enjoy what you’re making” he said and “don’t make click bait”.
3. On the charm offensive, do your research right to delight your customers with social listening
Stephen O’Leary of Olytico brought us through the Seven Steps of Social Listening, each informative but the seventh was a highlight of my day. The seventh step is to anticipate what customers want by listening to their needs across social channels. Stephen’s team had researched the live audience and brought the step to life by picking two unassuming candidates. He found them online merely based on their event tweeting. Rugby tickets and craft beer vouchers were presented as surprise gifts on stage. He had found their interests based on earlier posts. What a demo. What a message. I was educated.
4. The New York Times uncovers the real story using social media visual evidence
You could hear a pin drop during Malachy Browne’s session as he showed us how his team at the New York Times is using social media. They have been able to find evidence about what really happened in some recent world atrocities, such as the Las Angeles shooting, by piecing together as many as 45 individual pieces of social media footage. It’s a story of empowerment for those under attack. As our devices become more sophisticated and the media more tech savvy it’s harder and harder to stop the truth from emerging.
5. The (maybe a little eerie) future of technology
Grad Conn is the CMO of Sprinklr and the former CMO of Microsoft. Sprinklr is a listening technology that caters for companies worth a billion dollars or more and Grad brought an interesting Enterprise B2B perspective to the event. I was most interested by a few of things he said pointing to a technology driven existence, which I felt were true, if a little unsettling.
“We live in a strangerless society.”
“The CMO should like technology or consider leaving Marketing”
“The biggest social platform? Gaming.”
“It’s a lot like the late 1990s when people were scared to put their credit card details online.” [Chatbots and AI]
On the panel chaired by Andy O’Donoghue there were some more remarks from Matt Navarra, Digital Marketing Consultant.
“Augmented Reality will come before Virtual Reality. We are not ready for Virtual Reality yet”
“AI and voice need to have a personality.”
6. The world’s a stage and it’s moving to social media
More remarkable than anything he said, I was struck how the world is changing when a famous actor director, and acclaimed comedian, is not only enjoying the process but also making a living by extending his professional platform to include social media. David Schneider was the most entertaining, the most engaging and the most charismatic speaker of the day. Not only is he usingsocial, tweeting to his 325K followers every day about Brexit,but also he has just set up a creative agency called This Lot to lend his talents to the online otherworld. He wants to inspire better content and showed us some funny, clever and beautiful ads his team had made. No doubt some further entertainment to come.
7. 50% of Gen Z feel anxious on social media and they are more depressed than previous generations
In a panel facilitated by Donagh Humphreys, it was discussed how notoriously difficult it is to advertise to a Gen Y audience on social media. So where are they? Verena Paprik, told the audience 82% of sharing is now happening in dark social, and this is where Gen Y feels more comfortable. 50% of Gen Z feel anxious on social media and they are more depressed than other generations. 71% become distressed without their phones but 74% wish to spend less time online. The new Gen Y trend is in fact a social detox as they want a break from the pressure.Donagh concluded that marketers should concentrate on serving the audience and analysing the data without making assumptions. “Drill into the data before making broad assumptions like Gen Z is lazy” he said.
BY RACHEL KAVANAGH MEMBER@PORTERSHED