Tag: Conference

3 Ways to Bring Humanity Back to Marketing at #SMWLA

Marketers today must fundamentally rethink their efforts and resist the urge to remain static and in the confines of the status quo. We’ve spent a decade building the systems, platforms, etc. and measure engagement but now is the time to regroup and get back to the basics: humanity.

During #SMWLA, we’re diving into this topic with several key leaders in the space who will share case studies, insights and tips for connecting emotionally with people to build a maintain a community of loyal customers and not lose sight of their audiences as people.

The sessions below are just a small sample of what we have programmed to help us explore the power and importance of getting back to the reasons why marketing is a force for good and the tools and mechanisms by which we can enable this to happen.

Why Influencers Are Key to Bringing the Human Voice Back to Marketing

Influencers have ushered their way into marketers’ toolkits but the larger question they continue to present is how can they help us authentically integrate the human voice and experience into our storytelling and campaigns? In 2020 and beyond it will be key to challenge the norm and resist an extractive approach to how we engage consumers.

Learn how to shape your strategy so that it is genuine and provides content that is valuable and equitable for your audience in a panel led by Tulani Elisa, VP of Social Media at FOX Entertainment.

Making Mission Your Message

In today’s mobile-first world, where we spend our time and our attention impacts much more than what we buy and how much we spend. As a result, we must ensure our marketing is purpose-led, clear, and has unique characteristics to stand out above the noise. Executing on this boils down to a creating cohesive sense of your brand’s identity.

To get started, join Amazon’s Sabena Gupta as she shares best practices for bringing your mission to life in your creative that will speak for itself and translate into a strong presence in cross-channel campaigns.

Supercharging Social Engagement with Extended Creative Partnerships

The influencer marketing industry is predicted to be worth $10 billion by the end of this year. The role of influencers in helping brands connect with their audiences in highly relevant ways continues to evolve and be a dominant force for marketers in achieving scalable results. But, the differentiating factor is finding targeted partnerships as opposed to working with influencers based on the number of followers they have.

In this session, EP and Creative Director for Comedy Central Digital Studios, Mitch Lewis, will lead a panel covering the best practices for crafting original, organic content that drives authentic brand awareness.

There’s still time to join us at the Broad Stage this June (17-18). Browse the initial agenda and secure your pass online today for a discount off the walkup price.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLA 2019 RECAP

The post 3 Ways to Bring Humanity Back to Marketing at #SMWLA appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/3-ways-to-bring-humanity-back-to-marketing-at-smwla/

Announcing Our Initial #SMWLA 2020 Agenda!

We’re excited to share with you our initial agenda for our 11th annual edition of Social Media Week Los Angeles taking place this June 17-18!

Below you’ll find a teaser as to what we’ve organized around our 2020 theme HUMAN.X, including featured sessions hosted by PepsiCo, Comedy Central, Amazon, Fox Entertainment, HBO, Postmates, Nestlé, and many more.

We’ll be confirming additional sessions in the coming weeks, so stay tuned, but to help kick-start your planning now, here are a few highlights:

Using Influencers to Drive Brand Purpose

Leveraging Influencer Marketing to Build Brand Culture

Brands are set to spend a staggering $15 billion on influencer marketing by 2022. In this session, explore how Influencers can be used as a tool to create more engaging content and humanize your brand with PostmatesBen Trinh.

Start with Why: The Secret Unlock to Digital Innovation

Marketers are constantly inundated with choices around tapping into emerging technologies and using influencers for the sake of innovation. Understand the “why” behind using these trends and the importance of not falling victim to chasing the next shiny object with Nestle’s Head of Digital Innovation Orchid Bertelsen.

Under the Influencer with Comedy Central: Supercharging Social Engagement with Extended Creative Partnerships

In just a year, Comedy Central’s ‘Under the Influencer’ program has amassed 4.7 million total views and 29 million YouTube watch minutes. Hear from EP and Creative Director for Comedy Central Digital Studios, Mitch Lewis along with a panel of several comedians, actresses, and writers as they discuss the power of original content in rising above the noise.

Why Influencers Are Key to Bringing the Human Voice Back to Marketing?

It is easy to fall into the trap of chasing vanity metrics, but as an industry, it’s becoming more apparent that challenging the norm will be key to success. Tulani Elisa, VP of Social Media at FOX Entertainment, Jim Lin, Partner, SVP Digital Strategy and Creative Director at Ketchum and Lisa Perez, Head of Social Media and Influencer Marketing at Savage X Fenty will equip you with the insights you’ll need to develop human-first campaigns.

Embracing the Untapped Power of Social Listening

HBO Max: Bringing Viewers Closer to the Entertainment They Love

Subscribers are constantly changing how they choose their TV bundles leaving marketers wondering which techniques should be emulated for keeping them loyal? Peter Sherman, Vice President of HBO Max Programming at WarnerMedia and Linda Ong, Chief Culture Officer at Civic Entertainment Group will discuss this theme exploring how consumer behavior trends are changing and presenting major advertisement implications in the entertainment field.

The (Untapped) Power of Social Media

COMMUNITYx Founder & CEO, Chloë Cheyenne, MSNBC Host of AM Joy, Joy-Ann Reid, and COMMUNITYx Board of Activists Co-Chair, Brea Baker, will join Black Enterprise’s Selena Hill for a conversation on ways social media is a tool for fueling community engagement and their projections for how these efforts will continue in the years ahead.

From Streaming Wars to Content Ideation: How Social Listening Empowers the Entertainment Industry

How is social media impacting the use of platforms and the influence of analytics within today’s entertainment industry? Learn how to measure performance on a global scale, ways to make use of your powerful audience insights, and more alongside David Sager, Senior Manager Social Analytics at Fox Corporation and Talkwalker’s Nate Bonsignore.

Shifting the Focus From Attention to Connection

Today marketers have extensive access to data, but are they losing sight of the human behind the impression? Open Influence CEO, Eric Dahan, will address this pointing to success stories of brands leveraging social insights to improve their storytelling and forge deeper relationships.

Building a Sustainable Brand

Transcending the Human Digital Experience: A Brand and Agency Introspective

From content to paid media advertising to influencer outreach, where should marketers turn to find the right balance to ensure their efforts are sustainable? Kristin Patrick, CMO at PepsiCo and Norel Mancuso, CEO at Social House Inc. will address this question through the agency and brand lenses.

Making Mission Your Message

Having a strong mission is integral in ensuring sustainability across your marketing efforts. Sabena Gupta, Brand Marketing Lead for Alexa at Amazon, will use her cross-channel campaign expertise to share how you can shape your creative strategies that guarantee long-term growth.

Instagram Shopping: The Digital Window Display

How can community and creativity be integrated for a deeper understanding of your audience? Creative Strategist at Instagram and Global Creative Lead for Instagram Shopping, Rishi Magia, offers insights inspired from leading e-comm and retailers.

#IRL: Communities to Create Meaningful Connection

Notions of privacy and personal experiences in the digital space are facing fundamental shifts. What does this mean for marketers and how they shape their strategies around content and community-building especially when it comes to younger demographics? Havas Media’s Jess Richards will offer her perspective.

Browse the current agenda and secure your pass today to take advantage of the 30% discount before it expires.

WATCH THE SMWLA 2019 RECAP

The post Announcing Our Initial #SMWLA 2020 Agenda! appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/announcing-our-initial-smwla-2020-agenda/

Create a Future of Human-First, Experience-Driven Marketing at SMW Hamburg

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry and enable them to advance their careers.

This year, with the global theme, “HUMAN.X: The Future of Marketing Will be Human-First and Experience-Driven,” SMW Hamburg will bring its unique perspective into how we can influence, impact, and change people’s lives by bringing humanity back to marketing. This will primarily involve our obligation to respect consumers’ time and attention, foster meaningful connection through empathy and shared experiences, and create safe and trustworthy environments for interaction.

We sat down to speak with the organizers of SMW Hamburg about the forthcoming event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re most looking forward to working with, key questions that will be addressed in their specific SMW edition, and much more.

How does your overall agenda tie into this year’s global theme?

The overarching goal #SMWHH 2020 is to provide ideas, campaigns and brands with a stage that deliberately focuses on people, their interests and needs when creating content, in order to create digital experiences that are fundamentally relevant and have a positive impact on their lives.

What are some of the key questions that will be addressed during your edition of SMW?

  • How can brands better interact with customers and fulfill their demand for sustainability?
  • What does “purpose” mean in the digital marketing space and why is it important?
  • Which social media platform is right for me / my company and how can I most effectively measure my results to improve my performance over time?

What session is your team the most excited about?

We’re excited about our entire program and everything there is to unpack but three sessions, in particular, we are especially proud of include:

  • HUMAN.XXX VR Porn and the intimacy of the future: https://smwhamburg.com/event/human-xxx-vr-porn-und-die-intimitaet-der-zukunft/
  • Social Media and Gaming: https://smwhamburg.com/event/social-media-und-gaming/
  • Hamburg Airport Goes Podcast: https://smwhamburg.com/event/von-der-idee-bis-zur-umsetzung-hamburg-airport-goes-podcast/

Together, these will shed a light on very important subjects spanning the tension between technology, sexuality and humanity, how gaming is shaping social media platforms and consumer behavior patterns, and actionable ways to bring podcasting into your business approach.

Which partners or brands are you most excited to be working with this year?

This year we’re partnering with a number of platforms and companies, some new and some familiar faces, including LinkedIn, Hamburg Airport, Linkfluence, and Hamburger Sparkasse (Haspa).

What are some local trends you are seeing in your market?

Emerging technologies ranging from VR to AR to XR are all making a splash in our market and we’re eager to continue the role they’ll play in marketing efforts as the year continues. Separately, we’ve seen the explosive eSports industry first-hand in Hamburg and is having a great impact on the local market namely as a means of bringing a social element to gaming that users appreciate.

Lastly, it should come as no surprise but influencer marketing is on the rise as is the case with many markets around the globe. One of their biggest benefits is allowing brands to connect with audiences more authentically. They will continue to be a valuable business asset as companies look to rise above the noise.

Where can potential attendees find news and updates about your conference?

  • SMW Hamburg Blog: https://smwhamburg.com/insights/
  • Facebook / Instagram / Twitter: @smwhamburg
  • LinkedIn: Social Media Week Hamburg

The post Create a Future of Human-First, Experience-Driven Marketing at SMW Hamburg appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/create-a-future-of-human-first-experience-driven-marketing-at-smw-hamburg/

Blend Data and Creativity to Create Experience-Driven, Human-First Engagement at #SMWNYC

It’s been said that data is the new oil. As it turns out, it can be a powerful fuel for creativity, too. As we look ahead to a new decade of trends, innovations, and platform updates, embracing the ‘shiny new objects’ without losing the emotional core of your brand story will be integral in driving business but also how we as a society will advance through positive and meaningful experiences.

During #SMWNYC, we’re diving into this topic with several key leaders in the space who will share their success stories, lessons learned, and best practices we can implement immediately.

The sessions below are just a small sample of what we have programmed to help us explore the power and importance of blending humanity and data as a fundamental strategy for bringing humanity back to marketing.

👁 Restoring the Soul of Business: A Conversation with Rishad Tobaccowala

Over the past several years our industry has prioritized the measurable, the numeric, and the algorithmic at the expense of gaining virality and securing engagement metrics. But where has the human side of the equation gone?

Join top five marketing innovator and author of “Restoring the Soul of Business: Staying Human in the Age of Data,” Rishad Tobaccowala as he aims to address this question. He’ll be joined by long-time mentee and Global Chief Innovation Officer at R/GA, Saneel Radia, to outline actionable ways marketers can take reshape their strategies to balance digital tools and creative experiences grounded by humanity.

🚀 How Hulu Helps DTC Brands Stream to Success

DTC companies continue to make big plashes across digital, TV and print cementing their role as a key competitor in the retail industry. In 2019 average ad spend by DTC brands was up 50 percent year-over-year. As they look ahead to 2020, they are tasked with taking their playbooks to an even higher level in order to stay relevant and avoid a revenue wall.

In this session, Michaela Giovengo, Head of Performance Marketing at Hulu, will lead a panel offering best practices for leveraging social to reach audiences in emerging, dynamic environments with tactics that take creativity and data equally into account.

🎞 Little Resources, Big Results: How to Make an Impact with Video

By 2022, online videos will make up more than 82 percent of all consumer internet traffic — 15x higher than it was in 2017. For digital marketers, this means establishing strategies for a shorter shelf life of assets, an increased need for better, more frequent creative, and finding unique ways of capturing attention in a noisy landscape. How can the balance between finite resources and maximum effectiveness be achieved?

For tips and practices you’ll need to know, hear from Vimeo’s Harris Beber and in-house social media expert Suze Kaufman about using technology and data to empower video content catered to today’s short attention spans.

💥 After The Fall: Marketing In the Post Attention Era

In an age of “infinite media” time is now defined as a crucial investment. As such, attention is the world’s, and every individual’s most valuable resource and requires us as marketers taking a big step back into the true meaning behind our content and whether their purpose aligns with our audiences.

Learn from Mathew Sweezey, Director of Marketing Insights at Salesforce, as he uses data to reveal why context is the foundation of marketing today and how it plays an important role in establishing a deeper connection to your brand beyond your product or service.

There’s still time to join us at the Sheraton Times Square this May (5-7). Browse the full agenda and secure your pass online today for a discount off the walkup price.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWNYC 2019 RECAP

The post Blend Data and Creativity to Create Experience-Driven, Human-First Engagement at #SMWNYC appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/blend-data-and-creativity-to-create-experience-driven-human-first-engagement-at-smwnyc/

Create a Future of Human-First, Experience-Driven Marketing with SMW Austin

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry and enable them to advance their careers.

This year, with the global theme, “HUMAN.X: The Future of Marketing Will be Human-First and Experience-Driven,” SMW Austin will bring its unique perspective into how we can influence, impact, and change people’s lives by bringing humanity back to marketing. This will primarily involve our obligation to respect consumers’ time and attention, foster meaningful connection through empathy and shared experiences, and create safe and trustworthy environments for interaction.

We sat down to speak with the organizers of SMW Austin about the forthcoming event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re most looking forward to working with, key questions that will be addressed in their specific SMW edition, and much more.

How does your overall agenda tie into this year’s global theme?

This year’s agenda will explore how to integrate human connection in an overly saturated, highly skeptical, and extremely divided world through impact storytelling, human-to-human marketing, and authentic branding.

What are some of the key questions that will be addressed during your edition of SMW?

There will be a lot to unpack with this theme but four particularly important questions we’ll aim to tackle include:

  • How does your brand stay top-of-mind to a consumer base that increasingly demands authentic, purposeful, and transparent relationships?
  • How are you leveraging digital communities to build, grow and nurture your audience?
  • How do you create valuable content using storytelling based on the customer journey?
  • Do you ever wonder how top brands create irrational loyalty among their users?

What session is your team the most excited about?

Our team is most excited about our opening keynote by Nic Kusmich in which he’ll share four shifts and proven steps for maximizing profits in all areas of digital marketing – the perfect way to kick off the event!

What do you think will be the most important attendee takeaways from this year’s conference?

This year’s program will be packed with actionable takeaways, but at a high-level SMW Austin attendees will:

  • Gain a better understanding of platform nuance and the future of digital marketing across generations and audiences
  • Discover new ways to create moving content that nurtures a human-to-human connection
  • Learn new strategies and tactics for moving away from vanity metrics and optimizing for attention and conversion

Which partners or brands are you most excited to be working with this year?

We are excited to partner with Walmart Technology to host our first-ever Influencer Happy Hour, an intimate event designed to establish a real, lasting relationship with key community members across the country.

What are some local trends you are seeing in your market?

The Austin market is extremely invested in cultivating authentic connections within our communities. Social Media Week Austin looks forward to exploring these themes as marketers, influencers, brands, and peers.

Where can potential attendees find news and updates about your conference?

More information can be found at smwatx.com or on social at @bestpracticemedia on Facebook and Instagram or @bestpracticesmm on Twitter.

The post Create a Future of Human-First, Experience-Driven Marketing with SMW Austin appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/create-a-future-of-human-first-experience-driven-marketing-with-smw-austin/

4 Ways to Explore the Future of E-Commerce and Consumer Marketing at #SMWNYC

We recently published more our #SMWNYC 2020 lineup including our closing keynote speaker, Gary Vaynerchuk. With less than three months until the event, we want you to be fully armed with the knowledge you need to start your conference planning.

Below are a few highlights of sessions we’re particularly excited about that will help you explore the future of e-commerce and consumer marketing and how they’ll drive the discussion around our theme, HUMAN.X.

🛒 Instagram Shopping: The Digital Window Display

Each month 130 million people tap on an Instagram shopping post to learn more about products. For businesses, this shift has introduced new approaches to the marketing mix for showing off products and boosting sales including photos, images, captions, and videos.

Hear from Rishi Magia, Instagram’s Global Creative Lead for Instagram Shopping, as she explores how consumers are shaping their interactions and behavior around the newfound Instagram shopping ecosystem and actionable ways to bring together community and creativity to better understand your audience.

📺 From Commerce to TV: Building a Modern Media Business Around Premium Brands

The industry faces a fundamental shift toward revenue diversification. For media players, this means carefully considering their audiences and balancing their needs across commerce, streaming, and advertising. What it doesn’t mean? Jumping on every hot trend bandwagon.

In this session, gather the steps to creating a cohesive strategy for building a revenue stream that is informed by your business’ core values and identity and is supported by your audience’s habits and needs from Vox Media President Pam Wasserstein.

💝 Having a Heart and Driving Growth: Combining Art and Science to Make a Difference

Marketers commonly hold creativity and data as binaries — the former associated with ideas and storytelling and the latter related to data and performance analytics. Instead of viewing these as opposing forces, brands who have been successful in the long-term are adopting a new perspective. Improved content isn’t possible without “science” but for it to be effective it must be supported by human connection.

Join Grubhub’s SVP of Growth, Alex Weinstein, as he takes a closer look at ways we can prioritize content that resonates with people on deeper levels while still driving customer growth and retention.

🛍 Performance Marketing for Commerce Marketing

Mobile has inverted the shopper’s journey and DTC brands have dominated the retail space virtually changing the way we consume products. Some refer to them as disruptors for their ability to sell directly through mobile devices — bypassing traditional sales models and eliminating the “middleman.”

Learn from Rachel Tipograph, CEO of MikMak as she offers the insights you’ll need to craft creative content and approach performance marketing even if you’re not a traditional DTC company. Specifically, she’ll walk through the ins and outs of driving e-commerce conversion through impactful creative and actionable approaches for optimizing your media.

There’s still time to join us at the Sheraton Times Square this May (5-7). Browse the full agenda and secure your pass online today for a discount off the walkup price.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWNYC 2019 RECAP

The post 4 Ways to Explore the Future of E-Commerce and Consumer Marketing at #SMWNYC appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/4-ways-to-explore-the-future-of-e-commerce-and-consumer-marketing-at-smwnyc/

Gary Vaynerchuk to Close Out #SMWNYC + Major Agenda Updates!

We’re beyond excited to share some huge announcements with you today!

First, we’re thrilled to announce that the inimitable Gary Vaynerchuk will be joining our founder Toby Daniels on stage for the closing keynote on May 7th.

It’s unlikely you’ve not heard of him, but for the uninitiated Gary is one of the most influential people in social media and digital marketing over the past 10 years. He’s the Chairman of VaynerX, CEO and Co-Founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s four locations and author of five New York Times best-selling books including “Crushing It!: How Great Entrepreneurs Build Business and Influence-and How You Can, Too.”

Gary rose to prominence in the late ‘90s after establishing one of the first e-commerce wine sites, WineLibrary, a family business that he helped his father grow from 4 to 60MM in sales. Today, he has amassed a huge social media audience across several platforms including TikTok where he has over 3M followers.

In addition to confirming our closer for #SMWNYC 2020, we’re also over the moon regarding the newest additions to the agenda, which we are also releasing today, including:

  • How Hulu Helps DTC Brands Stream to Success, hosted by Hulu
  • Having a Heart and Driving Growth: Combining Art and Science to Make a Difference, with Grubhub
  • Little Resources, Big Results: How to Make an Impact with Video, with Vimeo
  • Are Employees the New Influencers? with General Electric
  • Why Authenticity is Key to Human-First Influencer Marketing, with Takumi
  • The Lost Art of Anticipation, with Netflix
  • How To Create Brand Experiences That Are Built to Scale, with Heineken
  • The Devil in Discourse, hosted by Code and Theory
  • Bringing Transparency and Accountability to Influencer Marketing: Navigating the Wild West, with Whalar
  • Augmented Reality isn’t an Accessory, it’s a Staple, hosted by Havas New York
  • Why Your Marketing Campaign Will Never Go Viral, with Twitter
  • After The Fall: Marketing In the Post Attention Era, with Salesforce

This is just a small taste of the latest additions to the program and we have more major announcements to come in the next few weeks, including the agenda for The Brand Leaders Summit, the full lineup for the SMW Academy program and more partner announcements.

Browse the full agenda and secure your pass by next Friday, February 14 to take advantage of the 20% discount before it expires.

WATCH THE SMWNYC 2019 RECAP

The post Gary Vaynerchuk to Close Out #SMWNYC + Major Agenda Updates! appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/gary-vaynerchuk-to-close-out-smwnyc-major-agenda-updates/

How HBO Max Will Use Originals to Drive Brand Awareness

We face a fundamental shift in the entertainment marketplace and as we turn the page to a new calendar year, the competition continues to steadily play out. Established industry leaders like Hulu, Netflix, HBO Go, and Amazon Prime are seeing the rise of new players that include AT&T’s WarnerMedia, NBC Universal and smaller, more niche-audience oriented services like Crunchyroll and Shudder.

During #SMWLA, join Peter Sherman, Vice President of HBO Max Programming at WarnerMedia and Linda Ong, Chief Culture Officer at Civic Entertainment Group as they take a close look at how this is shaping consumer behavior trends and presenting major advertisement implications.

With the Streaming Wars businesses are faced with uncertain strategic blueprints yet must still navigate critical decisions, namely, whether they should prioritize subscriptions over advertisements as a primary source of revenue. In response, more services are escalating their ad spend as a means of staying ahead in an increasingly crowded category. The primary driver for these decisions? The consumer.

Subscribers are choosing their bundles more wisely weighing factors such as how much they want to pay each month for the value of the content they receive and the number of services to which they’re willing to pay monthly subscription costs. In this vein, Sherman and Ong will explore the role of original content in brand-building, broader content marketing techniques that are being applied to attract, engage and retain, and the power and importance of content marketing in forging lasting connections.

There’s still time to join Peter, Linda and many more exciting speakers this June at Social Media Week Los Angeles (June 17-18) at The Broad Stage – so act quickly, and look toward a future of original content marketing with us!

View our first wave of announcements, lock in your pass at 30% the walk-up rate, and stay tuned for additional announcements and updates in the coming weeks!

WATCH THE SMWLA 2019 RECAP

The post How HBO Max Will Use Originals to Drive Brand Awareness appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/how-hbo-max-will-use-originals-to-drive-brand-awareness/

Spreading Happiness Through Socks: The Story of John’s Crazy Socks

As a young boy growing up in New York, John Cronin was an avid crazy socks fan — a love that was destined to be an integral part of his life forever.

In 2016, John approached his father after finishing high school about the opportunity to make his love of socks a business opportunity. They began with the simple idea of selling socks with the mission of spreading happiness and showing the world what people with differing abilities can do when given a chance.

During #SMWNYC, hear from the father-son team as they explore why their corporate model is much more profound than retail profits, how they tap into viral conversations to authentically leverage their brand, and how they forge lasting relationships by giving back to their customers and the broader community.

In the first month of operation, John’s Crazy Socks sold over 452 orders and earned $13,000. Fast forward to today, John, now 23, and Mark have earned nearly $10 million in sales and expanded the company to more than 80 countries and 26 employees.

Beyond providing funds for scholarships and over $300,000 to charities in the past three years, 5 percent of their earnings go to the Special Olympics. On a day-to-day scale, they continue to grow their community through the simple gesture of including handwritten notes, a piece of candy, and a packing slip with photos of who helped contribute to the order with every purchase.

There’s still time to join John, Mark and many more exciting speakers this May at Social Media Week New York (May 5-7) at the Sheraton New York Times Square – so act quickly, and look toward a future of human-first marketing with us!

View our first wave of announcements, lock in your pass at 20% the walk-up rate, and stay tuned for additional announcements and updates in the coming weeks!

WATCH THE SMWNYC 2019 RECAP

The post Spreading Happiness Through Socks: The Story of John’s Crazy Socks appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/spreading-happiness-through-socks-the-story-of-johns-crazy-socks/

Introducing the First Wave of Speakers for #SMWLA 2020

We are excited to announce the first round of leaders who will bring our 2020 theme HUMAN.X to life at Social Media Week Los Angeles this June (17-18).

Featuring insights from professionals at WarnerMedia, Comedy Central, PepsiCo, Postmates, R/GA, Nestlé and many more, consider this your first look at the curated lineup for this year’s event dedicated to unlocking the power of human-first, experience-led marketing.

BRAND & PLATFORM LEADERS

Kristin Patrick

Kristin Patrick

CMO, PepsiCo

Kristin is a reputable business builder leveraging 20+ years working at the intersection of content and commerce. She is an industry-known trendsetter who is able to establish relevance across major cultural areas ranging from sports, fashion, technology and music by keeping her finger on the pulse of shifting cultural trends.

 

Orchid Bertelsen

Orchid Bertelsen

Head of Digital Innovation, Nestlé

Leading digital innovation across more than 70 brands in the Nestlé USA portfolio, Orchid is a seasoned professional when it comes to helping brands identify opportunities to connect the dots between business challenges and technology-driven solutions. To avoid shiny object syndrome, her leadership emphasizes the value-add to the consumer experience.

 

Ben Trinh

Ben Trinh

Head of Entertainment & Brand Marketing, Postmates

As head of entertainment and marketing strategy at Postmates, Ben is a marketing maven with a passion for thumb-stopping content that resonates. He has previously worked for Yelp and Lyft, and brings his entrepreneurial mindset to his own branding company, Bredfor.com, and celebrity spotlight ‘First and Featured’ podcast.

 

Kritarth Chhabra

Kritarth Chhabra

Co-Founder, Lemonade

Identifying unique opportunities to help creators grow their community and reach is central to Kritarth’s role in running Lemonade. With a background spanning brand strategy, product, and tech, including playing a role on the Uber India team, Kritarth embraces the challenge of using a platform to blur the divide between offline and online relationships.

 

Jessica Wong

Jessica Wong

Director of Strategic Partnerships, TikTok

A knowledge-hungry marketer, Jessica leads strategic partnerships, sponsorships and integrated marketing at TikTok. She is driven by the excitement of turning multi-channel campaigns into positive business results that continue to build the platform’s audience.

 

Wen Miao

Wen Miao

CEO, LAVA

Wen is an industry known leader in real-time customer and experience and engagement whose work has received Stevie Awards and earned him a spot on the Premier 100 IT Leaders list by IDG Computer World. As CEO of LAVA, he unlocks real-time data to create meaningful moments that matter in the live entertainment space.

 

ENTERTAINMENT MARKETING EXPERTS, COMEDIANS AND CREATORS

Peter Sherman

Peter Sherman

SVP, HBO Max Program Marketing, WarnerMedia

Previously running marketing for TBS and TNT, Peter brings more than 15 years of work in brand building and digital marketing to the exclusive lineup of HBO Max programming. Using his deep knowledge into entertainment, tech, and CPG trends, he leads the effort of driving authentic engagement and leads for the streaming service.

 

Brandon Rogers

Brandon Rogers

Actor, Comedian, YouTube Personality

Across his multiple hats including YouTuber, actor, comedian, and director, Brandon has cemented his personality and built a fan base of more than 5 million loyal subscribers. Throughout his career he’s received recognition at the Streamy awards, successfully launched his own series Magic Funhouse, and collaborated with Comedy Central in its Under the Influencer program.

 

Simmi Singh

Simmi Singh

Actress/Comedian

Boasting a fan base of more than 1 million fans, Simmi is a well-known YouTube vlogger, comedian, and martial artist set to star in the forthcoming YouTube comedy Overthinking with Kat and June. Her videos emphasize positive, comedic messages to inspire her audience that stem from her personal experiences.

 

Anthony Padilla

Anthony Padilla

Actor/Comedy Writer

As an actor and comedy writer, Anthony is known for taking internet culture and translating it into satirical content across a variety of social platforms. Outside of his acting, he co-founded the media company Smosh, which attracted 22 million subscribers on YouTube and launched two feature films and over 10 short-scripted shows.

 

Lesley Robin

Lesley Robin

VP, Social Content and Strategy, Comedy Central

In her role as VP of Social Content and Strategy, Lesley utilizes a deep understanding of platform-specific best practices, problem-solving, creative thinking, and relationship building to build a unified Comedy Central audience. Standout campaigns she’s lead include The Roast of Jusin Bieber and the launch of The Daily Show with Trevor Noah and Clusterfest.

 

Matt Lawler

Matt Lawler

Director of Digital Media, Global Partnerships, AEG

As Director of Digital Media for the Global Partnerships division of AEG, Matt is a marketing visionary leading digital media initiatives and social campaigns. He is driven by the obstacle of using forward-thinking to balance monetization efforts and deliver value for AEG’s partners.

 

Richard Battersby

Richard Battersby

Vice President, Business Intelligence & Digital Analytics, AEG

Richard is a tech-driven marketer who has worked at the intersection of venues, sports and leisure and music for more than 15 years. He is motivated by the opportunities e-commerce solutions and emerging technologies present for enhancing the consumer experience and business success.

 

Mitch Lewis

Mitch Lewis

Executive Producer & Creative Director, Comedy Central

Comedy Central is home to hit shows like The Daily Show with Trevor Noah, Inside Amy Schumer, South Park, and Broad City. Serving as Executive Producer & Creative Director, Mitch leads the storytelling efforts in bringing sketch comedy to the digital world.

 

AGENCY EXECUTIVES

Norel Mancuso

Norel Mancuso

President & CEO, Social House

Norel is a digital marketing and media expert specializing in social content and strategic innovation. She brings more than 15 years of background in the fashion and beauty segments to Social House to deliver content to over 70 countries across the globe and offer industry insights as a speaker and educator for Fortune 500 companies.

 

Stephen Larkin

Stephen Larkin

Executive Director, Growth, R/GA

Stephen is a growth and reputation lead with an agency background leading projects with Mattel, Dollar Shave Club, and Pacific Life amongst many other high-profile brands. More recently, R/GA partnered with the Ad Council in the ‘Love Has No Labels’ campaign, recognized by Forbes as one of the most memorable ads from the past decade.

 

Linda Ong

Linda Ong

Chief Culture Officer, Marketing, Civic Entertainment Group

As Chief Culture Officer at CEG, Linda leverages more than 20 years of experience as an observer of the changing cultural landscape to help marketers, creators, industry researchers stay ahead of the curve. A sought-after industry voice, she has been featured in numerous books including Joel Beckerman’s ​The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy​; Scott Stowell’s ​Design for People​; and Chiqui Cartagena’s ​Latino Boom II.​

 

Learn more about The Attention Revolution, Privacy Matters, and Empathy Economics, as part of our 2020 global theme: HUMAN.X and help us establish a human-first, experience-driven approach to digital marketing. Read the official announcement here and secure your early-bird discount today to save 40% on your full-conference pass to #SMWLA (June 17-18, 2020).

The post Introducing the First Wave of Speakers for #SMWLA 2020 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/introducing-the-first-wave-of-speakers-for-smwla-2020/

Reflecting on the Power of Storytelling: SMW Holland 2019

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry.

In 2019, with the global theme, “STORIES: With Great Influence Comes Great Responsibility,” SMW Holland brought its unique perspective into the power of storytelling in changing how people think and act, and our responsibility to use this influence for the greater good to the discussion table.

We sat down to speak with the organizers of SMW Holland about the recent event, what sessions most closely addressed year’s theme, which seemed to resonate the most with audience members, their favorite moments, key insights from the sessions, and projections as to which digital trends will be dominant in this year’s event.

How did you address the 2019 global theme in your agenda?

We explored the theme of storytelling through a variety of lenses. One session, for example, looked at how to apply psychology in order to boost the engagement of social channels.

In another session, we honed in on platforms exploring ways LinkedIn can be leveraged to find your own brand message and portray it authentically. Finally, we discussed the music space walking attendees through the do’s and don’ts and what the future of music in the social space looks like.

Which session(s) seemed to resonate the most with your attendees?

One session that really stood out to us was the Advisor Digital Communication talk from the Van Gogh Museum. Boudewien showed how she used applied psychology to boost the engagement of the social channels of the Van Gogh Museum.

Another great session was from a national news channel (NOS) that featured two speakers. They talked about new ways they decreased the gap between the younger and older target audience by delivering news in a variety of narrative forms.

Describe your team’s favorite moment from SMW this year.

We have a lot of favorite moments that came out of this year’s event! As a team, we really liked the #SMWNL Student Night. This was a pre-event hosted at the Student Hotel The Hague, where two keynote speakers of #SMWNL gave a presentation for around 200 students. It was awesome that the students responded really well to this event.

What are three key insights from the conference that stuck out to you?

  • Organic reach isn’t dead
  • Make social media work by being SOCIAL on the platforms
  • Find the right way to tell your story consistently across platforms

Are there any digital trends in your market right now that you believe are going to be big topics during next year’s event?

Based on what we’ve heard and seen, we expect three big topics at next year’s event to include virtual influencers, XR and communities.

Check out the full recap report with highlights from the event: https://19.smwnl.org/recap

The post Reflecting on the Power of Storytelling: SMW Holland 2019 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/reflecting-on-the-power-of-storytelling-smw-holland-2019/

Registration for #SMWLA 2020 is Now Open!

We’re excited to announce that passes are now on sale for the 11th edition of Social Media Week Los Angeles (#SMWLA), and if you secure your pass before Friday, January 24th, you will be able to take advantage of our biggest discount of 40% off!

We’re also thrilled to be back at the beautiful Broad Stage in Santa Monica (June 17-18), which marks our fourth year at this terrific venue. Also, in case you haven’t kept up with recent announcements, this year’s program will be center around our annual theme HUMAN.X.

HUMAN.X will explore why businesses will need to take a human-first and experience-driven approach to digital marketing in 2020 and beyond. Through the lens of three subthemes — Attention Revolution, Empathy Economics, and Privacy Matters — we will examine our moral obligation to respect consumers’ time and attention, foster meaningful connection through empathy and shared experiences, and create safe and trustworthy environments for productive interaction online.

SMW Global Theme: HUMAN.X

Read more about our 2020 Global Theme here.

All-New Tracks & Takeaways

During our the event, we will explore the theme and examine the state of digital marketing through nine curated content tracks, including:

  • Content & New Formats
  • Influencer Marketing & Creators
  • Audience & Data
  • Storytelling & Creativity
  • Chat & Messaging
  • Monetization & Commerce
  • Paid Media Models
  • Society & Culture
  • Emerging Trends & Future Tech
  • Brand Leadership

Each session will also provide actionable takeaways that map to your business objectives including increasing brand awareness, growing and engaging audiences, acquiring customers and driving sales, and tracking the competitive landscape.

We are excited to deliver above and beyond these themes and tracks in addition to the experiences for more intimate, tactical-style learning and networking.

Expanded SMW Academy program and Networking experiences

The SMW Academy program, launched in 2019, encompasses a series of tactical sessions on critical industry category topics including how to harness successful influencer relationships, identify opportunities and challenges for sharing stories in today’s diverse social media landscape, and amplify your brand story with short-form video.

In 2020, we are increasing the number of classes and opportunities to attend, while also offering an enhanced assortment of digital and in real life (IRL) networking opportunities to generate ideas through communication.

Stay tuned as we announce headline and featured speakers in the coming weeks, plus other exciting updates in regards to how we plan to take our Los Angeles event to new heights.

What are you waiting for? Secure your place today alongside 1.5k+ leaders, strategists, and practitioners at the premier event for leaders in digital marketing.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLA 2019 RECAP

The post Registration for #SMWLA 2020 is Now Open! appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/registration-for-smwla-2020-is-now-open/

Announcing Our Initial #SMWNYC 2020 Agenda!

We’re excited to share with you our initial agenda for our 12th annual conference in New York this May 5-7.

Below you’ll find a small taste of what’s to come organized around our 2020 theme and content tracks, and featuring speakers from Netflix, Heineken, Apple, Salesforce, Google, Twitter, The Dodo, H&M, Vox Media, and more.

Unpacking the 2020 Global Theme: HUMAN.X

Understanding the Attention Economy: What It Is, How It Broke and the Massive Market Opportunity in Fixing It

Attention in the digital age is powered by the wrong incentives and rewarding the wrong people. Hear from Joe Marchese, CEO and Co-Founder of Attention Capital, as to why this is the case and the enormous opportunities our industry has to build trust by valuing people’s attention and measuring it properly.

Campaigning For Good in a Multimedia and Multi-Movement Age

Engaging with new platforms and integrating them into social good campaigns is easier said than done. Pointing to Red Nose Day’s success, CEO of Comic Relief USA, Alison Moore will walk you through how you can bring these approaches to your business.

After The Fall: Marketing In the Post Attention Era

Today’s digital customers shape their own experience, but what is the key to breaking through and motivating them to buy? According to Mathew Sweezey, Head of Marketing Insights at Salesforce, the answer is context. In this session, he’ll unpack this topic which underpins his upcoming book, Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media.

Crazy in Love: Building a Beloved Brand

What are the key characteristics of today’s brands successful in remaining true to their ethos while scaling? Join YuJung Kim, President at The Dodo and explore ways to identify a content whitespace that wins audiences’ hearts.

The Devil in Discourse

Discourse online is a positive and productive way to share different perspectives. Without it, we fall victim to echo chambers solidifying what we already think. In this session, the CEO of Code and Theory, Dan Gardner, breaks down the importance and power of using discourse for good.

The Future of Influencer Marketing Will Be Organic and Transparent

Bringing Transparency and Accountability to Influencer Marketing: Navigating the Wild West

Fake followers in influencer marketing will cost advertisers $1.3 billion this year and if left unchecked, $1.5 billion by 2020. In this session, join Whalar CEO and Co-Founder, Neil Waller, as he distills how to achieve accountability and transparency with your partnerships.

The Future of Advertising: A Survival Guide to AI and Influencer Marketing

With new platforms come new opportunities. There are also a plethora of challenges — namely, navigating the vast amount of content and data integral to key decisions. Learn practical ways to simplify this process with Ricky Ray Butler, CEO of Branded Entertainment Network.

Turning Influencers into Ambassadors

Sixty-three percent of businesses plan on upping their influencer spend in the next year. Learn from Mario Moreno, Head of Marketing at H&M, as he outlines ways to personalize your activation plans and create sustainable environments for influencers conducive to effective content creation.

ROI: Return on Influencer

Tapping into viral campaigns and projecting the future of influencer measurement are no small feats. With so many unknowns it can be nearly impossible to understand your business’ potential to scale. Add to your toolkit with the help of The Outloud Group’s Chief Growth Officer, Bradley Hoos.

Brand Leadership Insights: Anticipation, Relevancy, and Purpose-Driven Marketing

Keeping an Iconic Global Brand Relevant

How can your brand leverage social media analytics to provide powerful audience and conversational intelligence? Explore the answer and a variety of other topics with Boeing‘s Senior Director of Digital, Georgina Goode, and Talkwalker‘s CEO Americas, Todd Grossman, as they discuss the core tactics needed for crafting a bold digital strategy on social media today and into the future.

How To Create Brand Experiences That Are Built to Scale

Blending traditional marketing tactics with innovative digital experiences is integral to securing brand love and sell more of your product. Learn how to find your perfect strategic blend and build human experiences that scale with Heineken’s Quinn Kilbury, Head of Partnerships and Consumer Experience.

The Lost Art of Anticipation

How can the “art of anticipation” differentiate your brand from the crowd? Netflix’s Global Marketing Lead, Jean Tanis and Chemistry’s Chief Creative Officer, Chris Breen, will have the answer as they distill the necessary elements for a successful launch.

With a Little Help from Google

What is mission-guided marketing and how can it be used to drive results? Join Google’s Head of Brand Strategy for Consumer Apps, Raashi Rosenberger, in this session as she addresses this question through tangible examples you can apply to future marketing decisions.

Academies for Digital Marketing Practitioners

Stop The Scroll: The Secret to Thumb-Stopping Content

While the majority of marketers agree that compelling content is mandatory in our mobile-driven world, the essential strategies for doing so continue to evolve. Join NBCUniversal’s Megan Toth for helpful insights on refining your approach, including finding a balance between format, platform, and audience.

Creating a Brand Voice for Community Management

As brands act and function more like humans, how can they build an authentic and consistent voice across all channels? The short answer: evangelism marketing. Hear from Nate Skinner, Co-Managing Director and Head of Strategy at Stink Studios, as he describes the steps to hone your community management strategy.

From Discovery to Checkout: Don’t Let Them Leave You On Read

Embracing algorithm shifts can be daunting especially when it comes to making important business decisions. Join Bookmark’s Director of Marketing, Joelle Irvine, for actionable tactics to fuel momentum across the entire funnel from discovery to purchase.

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection

Ninety-three percent of consumers claim that live events have a larger influence on them than TV ads. In this session, learn from Vox Media/Eater’s Amelia McGuinness, Director of Audience Development, how to create your own unique voice based on personality and human-first connection through behind the scenes Instagram Stories and IRL events.

Browse the current agenda and secure your pass by this Friday, December 13 take advantage of the 30% discount before it expires.

WATCH THE SMWNYC 2019 RECAP

The post Announcing Our Initial #SMWNYC 2020 Agenda! appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/12/announcing-our-initial-smwnyc-2020-agenda/

Attention Capital CEO Joe Marchese and Vox Media President Pam Wasserstein Join #SMWNYC Lineup

A multiple-time founder, Joe Marchese joins the Social Media Week New York as our opening keynote speaker to help kick off the conference and lead the conversation around the HUMAN.X subtheme, The Attention Revolution. He’ll discuss the idea that human-first storytelling will be the largest investment opportunity in the next decade — the thesis grounding Attention Capital.

We’re also excited to share that Pam Wasserstein, President of Vox Media will also take the stage on the opening day of the conference to further unpack The Attention Revolution. Leveraging her expertise in the publishing space, she’ll explore why the future of sustainable business models hinges on authentic brand relationships.

About Joe Marchese

Joe Marchese is the CEO of Attention Capital, a holding company scaling the next generation of media and technology companies. A multiple-time founder, and sometimes media executive, Joe is also the co-founder and Chairman of Human Ventures, a venture capital fund and startup studio.

As the President of Advertising Revenue for Fox Networks Group, Joe oversaw advertising sales and innovation for FOX Broadcast, FX, National Geographic and FOX Sports, which included tentpole advertising events like the World Series and Super Bowl.

Prior to Fox, Joe served as CEO of true[X], the leader in engagement advertising technologies, which was acquired by Fox in 2015. A widely recognized leader in the media and technology industries, Joe was inducted into the Advertising Hall of Achievement in 2016.

About Pam Wasserstein

Pam Wasserstein is the President of Vox Media, the leading independent modern media company, where she oversees strategic initiatives, including e-commerce and consumer businesses, as well as the New York Magazine brands. Prior to the 2019 merger with Vox Media, she had been the CEO of New York Media (since May 2016), leading premium media brands New York Magazine, Vulture, The Cut, Intelligencer, Grub Street, and The Strategist.

During her time as CEO, New York received seven National Magazine Awards, a Pulitzer Prize, and was named Magazine of the Year by both Adweek and AdAge; Wasserstein received a 2018 Spirit of ABNY Award recognizing distinguished service to New York City, and was named to Crain’s New York’s 40 Under 40 class of 2017.

Pam has spoken at a number of notable industry events including SXSW, Advertising Week and Code Media, and on Time’s Up panels at the Tribeca Film Festival and Digitas NewFront.

WATCH THE SMWNYC 2019 RECAP

The post Attention Capital CEO Joe Marchese and Vox Media President Pam Wasserstein Join #SMWNYC Lineup appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/12/attention-capital-ceo-joe-marchese-and-vox-media-president-pam-wasserstein-join-smwnyc-lineup/

Exploring the Power of Stories with SMW Monrovia

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry.

This year, with the global theme, “STORIES: With Great Influence Comes Great Responsibility,” SMW Monrovia will bring its unique perspective into the power of storytelling in changing how people think and act, and our responsibility to use this influence for the greater good to the discussion table.

We sat down to speak with the organizers of SMW Monrovia o about the forthcoming event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re most looking forward to working with, key questions that will be addressed in their specific SMW edition, and much more.

What do you think will be the most important attendee takeaways from this year’s conference?

This year we want our attendees to focus on the power of the stories we tell through digital media. Specifically, we want them to identify new opportunities for using social to move people towards good causes but above all, we want them to connect with their audiences in the midst of so much noise in advertising.

What sessions are your team the most excited about?

Our team is very excited about the panel discussing with the Liberia International Tourism Association (LINTA). LINTA will be discussing “How Social Media can be used as a notional tool to boost tourism in Liberia. Liberia has recently been dubbed by Lonelypanlet.com as a top 10 tourist destination in the world, and we can wait to see how LINTA touches on Liberia’s new accomplishment for its tourism industry.

How do your overall agenda tie into this year’s global theme?

Our overall agenda ties into the global theme by touching on topics that Liberians can use to add value to their lives, while we also use the same topics to tell the world our Liberian story. In Liberia social media (80% Facebook Market Share) is typically used to chat with friends, keep up with gossip, negative political post and arguments, etc.; so overall social media’s majority use has a very negative aspect.

SMW will help put our city in a positive state of mind and help show our people that social media should be used to share positive content and help shape our lives in a positive direction.

Which partners or brands are you most excited to be working with this year?

Innova is Liberia’s premiere full-service advertising agency offering marketing, communications, creative, PR, and events expertise to entities and individuals in Liberia; Innova owns the rights to SMW Monrovia. SMW Monrovia will be made possible by various local partners including KMTV, Runway Liberia, Uprok Events, Hott FM, the Liberia Gaming Community, Liberia Society, Lib Positives, Chichipoly Room, The Liberian Influence, NYE Ghana, Liberia Society, and Liberia Football Foundation. SMW is organized by Innova Liberia and its organizing partner iCampus, an innovation and community space intersecting technology, accountability, and social change.

What are some local trends you are seeing in your market?

Liberia has a strong wave of young entrepreneurs who are using raw local materials to make finished products. A few of these entrepreneurs have won global awards and backed by international brands such as Johnson and Johnson, the US largest manufacturer of skincare products. The brands will be heavily visible on SMW content and a few will be teaching master classes.

The brand represents several industries from organic foods, skin and hair care products, tech, and fashion.

  • What are some of the key questions that will be addressed during your edition of SMW?
  • How can social media be used to add value to our lives
  • What kind of content should we be sharing to combat the negative content that is currently overwhelming the social media platforms
  • How can we use social media to boost tourism in Liberia
  • How to can we use social media to generate revenue
  • What are the strategies for using social media in the entertainment industry
  • What is the process of building and designing a mobile app
  • How can we use social media to build our evolving film industry

Where can potential attendees find news and updates about your conference?

Attendees will be able to find new all of our social media pages (usersnames/handles are all smwmonrovia) and on www.smwmonrovia.com and on the social media pages of our various partners and sponsors.

They will also be able to find information in periodicals such as Front Page, Society, and Daily Observer, which all have websites.

WATCH THE SMWNYC 2019 RECAP

The post Exploring the Power of Stories with SMW Monrovia appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/exploring-the-power-of-stories-with-smw-monrovia/

Author of “Restoring the Soul of Business: Staying Human in the Age of Data” to Keynote Social Media Week New York

Named by Time as a top-five marketing innovator globally, Rishad Tobaccowala, Chief Growth Officer and member of the Management Committee of Publicis Groupe, will take the Social Media Week New York stage on May 6 to share key insights from his forthcoming book, “Restoring the Soul of Business: Staying Human in the Age of Data”.

Closely aligning with SMW’s 2020 theme, HUMAN.X, this book takes a close look at the significant benefits in finding the proper balance between human intuition, creativity, and data-driven insights.

Rishad will be interviewed by long-time mentee and Global Chief Innovation Officer at R/GA, Saneel Radia, and will explore how today’s marketers can expertly integrate digital tools and creative experiences grounded by human traits.

About Rishad Tobaccowala

Rishad is Chief Growth Officer and member of the Management Committee of Publicis Groupe, the world’s third-largest communication firm with 80,000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five Marketing Innovators.

Prior to his current role, Rishad was the Chief Strategist and Member of the Directoire/+ of Publicis Groupe. Before his corporate role, Rishad was the Chairman of DigitasLBi and Razorfish, two global firms owned by the Publicis Groupe with over 10,000 employees around the world focused on marketing and business transformation.

Rishad has 36 years of experience around the world and helped grow, founded/co-founded or incubated a variety of companies including VivaKi, Leo Burnett, Starcom, SMG Next, Starcom IP, Giant Step, Play, and Denuo.

About Saneel Radia

As Global Chief Innovation Officer, Saneel Radia leads the global Business Transformation practice and works with regional and global leadership to progress innovation practices across the R/GA network, both on behalf of clients and internally.
 
Partnering with C-level executives, Radia innovates through the creation of new businesses, models, products, and brands with a worldwide multi-disciplinary team of business and brand strategists, visual and verbal designers, technologists, and UX specialists. He helps companies drive growth during times of disruption and has architected the strategy and helped lead large scale innovation efforts for clients such as Walmart, Samsung, Siemens, ESPN, and PepsiCo, adapting their businesses to the demands of the Connected Age.
 
Radia been a digital leader for over 18 years, previously leading transformation efforts for brands like Google, BMW, HP, and P&G. His own background is as interdisciplinary as his team, holding titles including Chief Innovation Officer, Head of Strategy, Creative Director, and Media Director. Through these experiences, he has pioneered new disciplines in advertising and accelerated the development of innovative programmatic practices in the field.

WATCH THE SMWNYC 2019 RECAP

The post Author of “Restoring the Soul of Business: Staying Human in the Age of Data” to Keynote Social Media Week New York appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/publicis-groupe-chief-growth-officer-author-of-restoring-the-soul-of-business-staying-human-in-the-age-of-data-to-keynote-smwnyc/

Exploring the Power of Stories with SMW Phnom Penh

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry.

This year, with the global theme, “STORIES: With Great Influence Comes Great Responsibility,” SMW Phnom Penh (November 16-17) will bring its unique perspective into the power of storytelling in changing how people think and act, and our responsibility to use this influence for the greater good to the discussion table.

We sat down to speak with the organizers of SMW Phnom Penh about the event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re excited to be working with, key questions that will be addressed in their specific SMW edition, and much more.

What do you think will be the most important attendee takeaways from this year’s conference?

The most important takeaway we hope attendees walk away with is a deeper understanding of how to utilize social media as an opportunity of build a genuine and sustainable personal brand, promoting business values and earning client loyalty through the right content strategy driven by the right narratives.

What sessions are your team the most excited about?

We’re looking forward to the panel, “What social media areas are seeing the most marketing innovations and how can businesses tap into them?”

Cambodia is a new emerging economy in South East Asia. Its economy and image have evolved dramatically through a massive influx of FDI.

We feel strongly that this session will empower local entrepreneurs to hone their mindsets and strategies to get ready for the competition with service providers from abroad as more players enter the space every day.

How does your overall agenda tie into this year’s global theme?

We designed our agenda with content relevant to Cambodia’s current digital marketing and trends with the goal of educating the region’s marketers key decision-makers around the key roles, features and opportunities of social media and how they can harness these to establish action-driven communities.

Which partners or brands are you most excited to be working with this year?

We are thrilled to work with a number of leading brands from all industries including finance, real estate, digital marketing, telecom, and hospitality. We’re also grateful to be working with a number of international brands as our content partners such as AIA Life Insurance, Grab, Agile Sky Residence, Smart Axiata, i-Qlick, AEON Mall, and many more.

What are some local trends you are seeing in your market?

Urban Cambodians are busier than ever. Both young and old adults are occupied with pursuing their education and working and don’t have many breaks throughout the day.

Smartphones are a preferred escape and break from the hectic schedules, and fortunately,  are very affordable. More citizens have access to these devices enabling them to connect with friends and relatives easily in addition to enjoying entertainment like TV shows.

What are some of the key questions that will be addressed during your edition of SMW?

  • How to build your own positive image and brand yourself in a great way on social media?
  • Why your image on social media impact to your career opportunity?
  • How is the society being shaped by digital and media technology?
  • How are traditional marketing and media organizations adapting to digital technology? Is there a conflict in terms of guidelines, parameters, standards, code of ethics, etc.?

Where can potential attendees find news and updates about your conference?

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Exploring the Power of Stories with SMW Phnom Penh appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/exploring-the-power-of-stories-with-smw-phnom-penh/

Announcing Our First Round of 2020 Speakers for #SMWNYC

We are excited to announce the first round of leaders who will bring our 2020 theme HUMAN.X to life at our global conference in New York on May 5-7.

Brand Leaders

Alison Moore

Alison Moore

CEO, Comic Relief Inc.

As CEO of Comic Relief USA, Alison leads the company in its mission to use entertainment to drive positive change and parlays this role and previous positions at Condé Nast, NBC Universal, Soundcloud, and HBO into the entrepreneurship space where she works closely with socially conscious start-ups.

Sam-Olstein

Sam Olstein

Executive Director, Marketing, General Electric

Sam is an innovation lead with a background in media and entrepreneurship leveraging disruptive technologies in his current role with GE to build the brand across platforms including Snapchat, Facebook, Medium, Twitter, Periscope, Medium, and over-the-top (OTP) streaming channels.

Quinn-Kilbury

Quinn Kilbury

Head of Partnerships and Consumer Experience, Heineken USA

Using an extensive background at CPG pillars, Heineken, Pepsico, and General Mills, Quinn’s expertise involves blending traditional classical marketing strategies with an understanding of evolving consumer interests that demand new business models that combine digital and real-life experiences.

Quinn-Kilbury

Mario Moreno

Head of Marketing, H&M

Mario is an experienced strategic marketer with a deep understanding of consumer audiences and branding and leverages his background with leading fashion and cosmetic brands including Forever 21 and L’Oreal to lead H&M’s journey into transforming influencers into diverse content creators.

Chris Marino

Chris Marino

Director, Global B2B Brand Strategy, American Express

Chris is an accomplished marketing lead with experience spearheading award-winning campaigns and creative content in the financial services industry that drive consideration and results through empathetic storytelling and multi-channel strategies.

Marketing Visionaries & Entrepreneurs

Rachel Tipograph

Rachel Tipograph

Founder & CEO, MikMak

After being the Global Director of Digital and Social Media at Gap, Rachel founded MikMak, a shoppable mobile video platform that is single-handedly revolutionizing the e-Commerce landscape and paving the way for how brands define their strategies for marketing to Gen Z.

Steven Bartlett

Steven Bartlett

Founder & CEO, The Social Chain

At just 27 years old, Steven heads a global team of more than 700 innovators delivering opportunities for today’s brands to be disruptors of the digital age and shares insights gleaned from this work across his content creation and top-charting podcast, “Diary of a CEO.”

Neil Waller

Neil Waller

CEO, Whalar

Noticing a fundamental shift in the way consumers connect with brands, Neil’s work centers on social media creative and influence, which is not only applied to the 200+ brands Whalar serves but is translated into his newest venture Shore Projects, a watch brand inspired by the British seaside.

Publishing Executives

YuJung Kim

YuJung Kim

President, The Dodo

YungJung’s expertise in digital media and audience and brand development is grounded by the power of positive, inspirational content — an outlook she employs at the Dodo to identify a content whitespace that serves the interest of a niche audience of animal lovers.

Kirstin Benson

Kirstin Benson

Global Vice President of Entertainment, Getty Images

Kirstin is a digital pioneer energized by the opportunity in overseeing Getty Images STUDIO to blend creative insights with customer data around visual consumption habits to help clients craft more impactful stories.

Gary Coichy

Gary Coichy

Founder and Head of Partnerships, Pod Digital Media

After 15 years of working with agencies like Mediacom and Laundry Service and brands like Lacoste and Verizon, Gary launched Pod Digital Media, a first-of-its-kind podcast agency to work with multicultural podcast creators, which has now grown to service 100+ clients.

Marketing Thought-Leaders

Mathew Sweezey

Mathew Sweezey

Head of Marketing Insights, Salesforce

Mathew serves as Principal of Marketing Insights for Salesforce and is regarded as one of the leading minds on the failure and future of marketing in his side gigs as an author and host of the award-winning podcast, ‘The Electronic Propaganda Society.’ His second book, ‘Context Revolution,’ will be available for purchase or download in March 2020.

Joe Federer

Joe Federer

Author & Former Head of Brand Strategy, Reddit

As an author, speaker, and brand strategy consultant with 11 years of experience at leading agencies including Reddit, Joe lives by the mantra that human-first marketing leads to real business results. His first book coming next year, The Hidden Psychology of Social Networks, will take a close look at why people act differently in various online environments.

Raashi Rosenberger

Raashi Rosenberger

Brand Strategy, Consumer Apps, Google

Raashi is a digital marketing leader with a background in creative strategy, insights, and integrated marketing, which she translates into her current role at Google identifying key cultural moments through a blend of data and meaningful storytelling.

Learn more about The Attention Revolution, Privacy Matters, and Empathy Economics, as part of our 2020 global theme: HUMAN.X and help us establish a human-first, experience-driven approach to digital marketing. Read the official announcement here and secure your early-bird discount today to save 30% on your full-conference pass to #SMWNYC (May 5-7, 2020).

The post Announcing Our First Round of 2020 Speakers for #SMWNYC appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/announcing-our-first-round-of-2020-speakers-for-smwnyc/

Exploring the Power of Stories with SMW Manila

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry.

This year, with the global theme, “STORIES: With Great Influence Comes Great Responsibility,” SMW Manila will bring its unique perspective into the power of storytelling in changing how people think and act, and our responsibility to use this influence for the greater good to the discussion table.

We sat down to speak with the organizers of SMW Manila about the forthcoming event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re most looking forward to working with, key questions that will be addressed in their specific SMW edition, and much more.

What do you think will be the most important attendee takeaways from this year’s conference?

The Philippines is known as the social media capital of the world, and it’s been recognized that more than 67 million Filipinos are online. This has caused a dynamic shift for the people who constantly check their social media accounts, to also rely on it for news or important announcements. Soon, fake news began popping everywhere and was used in every corner of the world wide web. From politics to class suspension announcements, false news became a growing nuisance; and one great way to put an end to it is education. We wanted to teach the social media capital of the world how to use social media properly and responsibly so that Filipinos could recognize it as a powerful platform where they should be responsible in using their power to craft stories that mater.

What session is your team the most excited about?

Social Media Week Manila’s second year is packed with a great list of speakers, among them are:

  • Assistant Secretary Kris Ablan from the Presidential Communications Operations Office; Bong Nebrija, Head of Traffic from MMDA; and Michael Charleston “Xiao” Briones Chua, a Filipino historian. who will all be featured in a panel about promoting positive social impact in the digital era.
  • Jenny Chua, the Head of Partnerships and Communities at Rappler, will lead a keynote session unpacking the power of storytelling.
  • Michelle Cruz, Klook’s Market Lead, in a separate keynote address, will tackle the topic of destination storytelling through a local lens: the filipino market.
  • YouTube’s Jolly Estaris, Google’s Al Lim, and Samuel Jeanblanc. Zomato’s Christopher Evans, and TikTok’s Donny Eryastha

How do your overall agenda tie into this year’s global theme?

We recognize that humans love stories. Psychologically, we are wired to seek and enjoy stories. Historically, stories are made and told to influence others. Today, technology presents so many dynamic opportunities to create new content. That’s why humans will still crave stories, so they can make sense of the world.

Given its scale, social media has become the world’s most influential storytelling platform. It’s vital that our industry takes responsibility for the stories we put out in the open. With the advent of greater technologies, the way we share stories will surely change; but we must never lose sight of out prime goal: to create a social media environment where stories are propagated for positive change.

Which partners or brands are you most excited to be working with this year?

This year’s main brand will be Angkas, with its CEO Angeline Tham as a key speaker. Angkas is a mobile transport app that helps Filipinos commute the Metro Manila traffic in a safe, fast, cheap, and comfortable way, Their way of solving traffic and helping Filipino commuters earned them the favor of the people, along with their witty posts on social media with various content (jokes, memes, etc.). Angkas became an icon of relief for Filipinos both online and offline.

Another brand is TikTok, a social media platform famous for its short-term mobile videos. Its Head of Public Policy will discuss how an app like TikTok became a part of the new generation’s lifestyle, and how it keeps its market’s creativity fresh and viral.

What are some local trends you are seeing in your market?

Content in video formats, jokes, and memes, are among the trends in today’s market.
Social media influencers also have a great impact on the local market, Youtube stars who talk about games, lifestyle, and beauty, are the most popular ones.

Celebrities also found Youtube as a platform to show organic content. Most of them have their own vlogs to show life behind the scenes.

What are some of the key questions that will be addressed during your edition of SMW?

The Philippines is the social media capital of the world, but because of this the term “peenoise” was coined. It’s a derogatory term referring to Filipinos in online communities who wreak havoc by being “pabida” and toxic. Based off this trend, our program will tackle questions that include:

  • Why do you think Filipinos are notorious for this, and what can we do about it?
  • What kind of content do Filipinos like to see on their screens?
  • Do you think that the Filipino audience wants to see traditional content to be strengthened, or do you think they want to shift and experiment to something more unconventional?
  • What’s the best advertising medium for your brand?: If you’re a small business, a medium-scaled business, and a big business.
  • Why are girls rarely recognized and usually outnumbered in the business industry, and what can we do to make a change?

Where can potential attendees find news and updates about your conference?

The post Exploring the Power of Stories with SMW Manila appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/exploring-the-power-of-stories-with-smw-manila/

Why Humanity is Key in Connecting With Audiences in Social Media

In the modern digital landscape, we face the risk of becoming more disconnected than ever. The more technologically connected we become, the less connected we can feel. It’s time to really question what we mean by the phrase ‘connection.’

In this article we recap a session hosted by Karmarama during #SMWLDN that unpacked this idea.

Here are the primary insights and takeaways:

  • Empathy is Everything
  • Revamps Start with Discovery
  • The Three Stages of Audience Engagement: Get Acquainted, Observe, and Collaborate
  • Be Kind, Start Small, and Have Fun
  • Put Users at the Heart of Your Rebrand

Empathy is everything

“We really believe in empathy,” announces Will Hodge, the company’s Executive Strategy Director. “There are cultural and dynamic shifts going on and it’s harder than ever to be a brand on social media. We like to think about loops and like to put empathy and people at the heart of what we do, with sharp ideas that spur cultural resonance.”

It’s easy to fall into the trap of viewing social media as the starting point for a campaign and not part of an entire ecosystem. There are vast amounts of tools readily available to create invigorating content, yet the key to a successful one will ultimately circle round whether the brand or creative agency have taken the time and effort to understand what it’s like to walk in the shoes of its desired audience.

Revamps Start with Discovery

Hodges uses Karmarama’s work with NCS (The National Citizen Service) as an example of an entire brand revamp and campaign with empathy at the heart of it. As NCS is a voluntary personal and social development program aimed at 15 to 17-year-olds, Karmarama spoke to and spent time with that demographic in order to understand what they wanted.

They needed to develop a clear brand platform and proposition that was flexible enough to work with any touchpoint imaginable and bring the brand world to life. They needed to know what young adults were watching, doing, thinking, saying and what they cared about, in order to discover why they would and should care about NCS.

The three stages of audience engagement: Get Acquainted, Observe, and Collaborate

Hodges talks about the three stages of audience engagement they applied. First, they got to know them through work-shops and in-depth interviews. Then they saw what they were into via Whatsapp chats and dinners to the likes of Nandos (in other words, cultural immersion). Finally, they created work together in the form of mobile concept development and in-home and real-life executional tweaks.

Be Kind, Start Small, and Have Fun

Katie Hunter, Social and Influencer Lead at Karmarama concludes they found ten insights and whittled it down to three essential ones: They felt they were in a type of independence purgatory and battle, they wanted to be kinder (activists) starting with the small stuff and that they liked fun, but loved funny. “We saw this as an opportunity to shout about the independence NCS offers, how to make the small changes that they want to see and we decided to not be dead serious with our tone of voice.”

Put Users at the Heart of Your Rebrand

The new logo reflected the new maturity of the brand, too. Hunter concludes, “we told a story and we needed to do a campaign with longevity. There had to be no linear campaign structure, so NCS wouldn’t have to keep starting over again to drive sign-ups. We tapped into influencer marketing and we tapped into news and cultural moments.” Karmarama focussed on peer advocacy and, whilst they spoke to teachers, put students at the heart of the rebrand and it paid off.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Why Humanity is Key in Connecting With Audiences in Social Media appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/why-humanity-is-key-in-connecting-with-audiences-in-social-media/

How Sentiment Analysis Can Be One of Your Brand’s Most Powerful Tools

One of the UK’s best-known health charities, the British Heart Foundation relies on social media to help raise awareness of its work and to reach those who need its help the most.

During #SMWLDN, reps from the organization including Jo Eden and Helen Skipworth came together with Meltwater Social‘s Claude Springer to explore the power behind sentiment analysis and social listening.

Here are the primary insights and takeaways:

  • Forging Communities Naturally with Handles and Hashtags
  • Reaching New Audiences With Personalized Animated Videos and Chatbots
  • Make Social Listening Effective By Cutting Through the Noise
  • Offset Automation By Tapping Through Sentiment

For context, panelists outlined that the BHF partners with Meltwater to obtain social listening data and implement their findings in invigorating, thought-provoking marketing strategies. Meltwater provides social insights reports which allow companies to foster and gather communities in order to create tailored content and rival commercials as well as non-profit organizations.

Thought-provoking Marketing Strategies Begin With Data

Jo Eden, Social Media Manager for British Heart Foundation explains that the company use social media primarily to connect, promote (retail branches and events), broadcast (research breakthroughs), inform (pushing for policy and talking to healthcare professionals)and celebrate warming stories.

Join SMW Insider to watch this #SMWLDN session

Subscribe

Helen Skipworth, Social Media Executive for British Heart Foundation mentions a Twitter account set up, with the handle @bhfprofessionals, for healthcare professionals, nurses, GP’s, researchers and scientists. “We thought thoroughly before setting the account up because a lot of company accounts get abandoned and set up just because the company feels like they should [have one]”. The account illustrates BHF’s work with NHS and enables them to share research news in a less consumer-facing way.

Forging Communities Naturally with Handles and Hashtags

On Instagram, the hashtag #BoughtAtBHF was born naturally. “It came from natural consumer behavior online,” Eden says. “We started responding to people using the handle and tagging us, asking them to use the hashtag instead. It shows what you might see in shops and helps people start a community and because it was actual, authentic behavior, it was easier to galvanize.” BHF went on to do its own photoshoot around Camden, inviting micro-influencers and is working more on its relationship with them.

Reaching New Audiences With Personalized Animated Videos and Chatbots

Skipworth works on personalized videos, which are sent out three weeks before a major event or charity sport via email to those partaking. These videos act as cheerleaders and provide vital information as well as forming unique consumer relations. “I refer to the donation amount and activity by pulling in live data. People can feel awkward about asking for money so this is a nice way to do a bit of hero worship for our supporters and help them with their fundraising,’ she nods.

BHF also ran a CPR chatbot on Facebook Messenger via social listening. It reached those who may not have considered BHF as a place to find support as well as information, and people who may be at risk of high blood pressure and circulatory disease and not know it.

Make Social Listening Effective By Cutting Through the Noise

For social listening to be effective, you need to cut through the noise. Eden justifies BHF’s use of it. “It’s not creepy at all or intrusive. We think that we have something to offer certain people, that they may not realize. They may need prompting to seek medical support. No response through BHF is automated, though. We always have real people on the end.”

Skipworth adds that “social listening helps us spot the myths in heart problems and cardiac arrests. For example, there’s actually a difference between a cardiac arrest and a heart attack.” They’ve even discovered an unconscious bias with women and heart attack care.

“There are no symptoms that are specific to either sex – it’s part of the reason women aren’t getting the care they need,” stresses Eden. Monitoring is difficult when there is so much ‘noise’ around the phrase ‘heart attack’ on social media. It’s used colloquially frequently and most tellingly, it’s primary use is in relation to spiders.

Offset Automation By Tapping Through Sentiment

BHF filter their content by sentiment. Eden says that “relying on sentiment [for BHF] will provide entirely negative results because what we’re putting out is so sad. We will generate upset by a campaign but doesn’t mean it’s failed. We need to offset automation by looking at results with our own eyes.”

She concludes, “it’s hard to temper our serious brand with the humor on social media. We have to push; it’s difficult, but having a big team means we can spread the load a bit.” Her final piece of advice? If you’re a brand on social media, use it.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post How Sentiment Analysis Can Be One of Your Brand’s Most Powerful Tools appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/how-sentiment-analysis-can-be-one-of-your-brands-most-powerful-tools/

Where Do TikTok and Instagram Belong in Your 2020 Marketing Strategies?

The influencer marketing space has seen a massive evolution, including facing its fair share of fragmentation. User-generated content is thriving thanks to apps such as Instagram and TikTok granting consumers creative control.

Yet, as the market continues to grow, do they both hold a critical space in influencer marketing and social strategies for marketers in 2020?

In this article, we recap a session hosted by TRIBE during #SMWLDN that grappled with the answer to this question.

Here are the primary insights and takeaways:

  • User-Generated Content Drives Higher Engagement
  • Integrating Platforms Has a Variety of Benefits
  • Marketers Need to Trust Creators
  • Different Algorithms Deliver Unique Experiences and Gratifications
  • Retail is in TikTok’s Future
  • Each Social Media Platform Is Like a Different Country

User-generated Content Drives Higher Engagement

Lisa Targett, UK General Manager at TRIBE sees room for both. “Creating for customers can be difficult in-house because it’s low volume and expensive. A statistic from Facebook itself is that user-generated content on the platform drives 6.9x higher engagement than brand-generated content.” That user-generated content is the basis of TikTok.

Nicole Davies is an influencer and creator (@nicolefdavies) from Canada, living in the UK. “Having followers on Instagram is like having monopoly money if you’re not doing anything with it,” she says. Over the past year and a half, Nicole has worked with 71 brands via TRIBE, primarily on Instagram until very recently.

Integrating Platforms Has a Variety of Benefits

“I started posting it on TikTok because when you’re scrolling in your bed, you don’t have anyone to laugh with.” Nicole shared her TikTok’s and spoke about them on her Instagram stories, merging the platforms, after she realized she could fool the Instagram stories algorithm. “When I would post those TikTok on my story, I noticed that that story was getting way more views because people were actually watching it. From there, I enjoyed consuming [TikTok] for around four months, before I started creating primarily on TikTok.”

Ryan Martin, Commercial Strategist at TikTok, notes this as a success of TikTok’s ideal intent. “Hopefully it empowers people to go out and make short-form video content. TikTok allows people to feel really good and really confident editing video.” Despite keeping numbers close to its chest, TikTok doesn’t seem too far behind Instagram, which revealed it had 1 billion active monthly users this year.

Each Social Media Platform Is Like a Different Country

Targett wonders whether, if all the Tribe creators who are creating for Instagram create for TikTok, how the content on Instagram will then evolve. Will it become less curated and less polished and, if so, what does that mean for brands who are still struggling to let go of the creative reins?

Martin explains, “a lot of brands have realized that TikTok is this really different language. They’re asking who knows TikTok best and finding it’s people who create on it all the time. So they’re then working directly with these influencers on these platforms. For example, Pretty Little Thing works with a TikToker who helps them manage their content in line with what they want. TikTok is able to facilitate those conversations and bring people on the journey.”

Nicole believes that “with Instagram, it’s a lot more polished and on TikTok, you can let your personality shine through a bit more. That’s the fish hook that you reel people in with. Instagram is more of a catalog. You hear people say: where would I be if I got into Instagram right at the beginning? So, I’m not going to make that mistake twice. I’m prioritizing TikTok.” From a brand perspective with deciding what platform to use for campaigns, it boils down to what the company wants to achieve and get out of the campaign itself; there are complimentary opportunities and different content works in different scenarios.

Marketers Need to Trust Creators

In Influencer Marketing, you have to trust the creators because they know their audience. Targett believes that “we’re at a stage operationally on TikTik as marketers, where we’re able to set up to test and learn and invite someone into a campaign. To understand how to AB test and look at vanity metrics and real results and iterate on that over time.”

Different Algorithms Deliver Unique Experiences and Gratifications

In terms of how the apps operate differently: Instagram differs from TikTok in the sense that you know what you’re going to see when you open it up. “You choose who you’re going to follow, people you like and have met and build a social graph” understands Martin. “TikTok works differently, so when you go in you get what’s known as a For You Feed – a feed of video that’s there as you swipe through, the machine starts to understand what you like and builds up a content graph. It’s not declared interest like Instagram.” The Discover Tab utilizes both an algorithm and in-house staff to determine the feed. “We have a team of guys that are talking to the community and understanding what trends are happening and what is happening elsewhere.”

Retail is in TikTok’s Future

As for the future, Instagram shoppable links are expanding which will shape and change the marketplace massively, in a peer to peer, native way. Creators will be driving retail and it’s going to be embedded in one platform and not through affiliate links.

Nicole is looking forward to it. “It’ll be a lot more efficient than trying to find links somewhere else. I would be more inclined to use it within the app, to keep people on my content and improve my algorithm – killing multiple birds with one stone.”

Whilst brands aren’t yet using TikTok in this way, they’re evolving and their product offering and shopability, whilst running successful campaigns through the app. “GymShark has adopted it really well. We’re seeing different movie studios will do it for an individual film or exploring the possibility of having it as a studio as a whole,” Martin concludes, promisingly.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Where Do TikTok and Instagram Belong in Your 2020 Marketing Strategies? appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/where-do-tiktok-and-instagram-belong-in-your-2020-marketing-strategies/

Earning Trust: The Key to Success in a Pay-to-Play Digital World

Steven Bartlett was 22 when founded The Social Chain, a global, social-first marketing agency and production house. Now, at 26, he leads a company that is quickly disrupting the ever-changing social sphere and has been named Great British Entrepreneur of the Year in 2018 and Most Influential Agency Figure in 2018.

Join SMW Insider to watch this #SMWLDN session

Subscribe

On the second day of #SMWLDN, he shared his entrepreneurial insights to help us distill the state of social media in 2019.

Here are the primary insights and takeaways:

  • Our Industry Faces a Fundamental Reorientation Around Trust and Privacy
  • The Influencer Marketing Space is Ripe with Fraud
  • The Future of Social is Private Messaging and Groups

Where is social media at right now?

Our industry faces a fundamental reorientation around notions of trust and privacy. Users desire the freedom to connect freely in safe and trusted spaces and that their information won’t live permanently online.

With scandals like Cambridge Analytica, we see the scapegoats and the larger impact on public perception. Primarily, these instances continue to shape how we perceive and define authentic and truthful storytelling.

“Increasingly, we are a nation and a world of distrust,” explained Bartlett. Less than a quarter of individuals believe what they see on social, 53 percent worry about being exposed to fake news online, and 64 percent claim they can’t differentiate between good journalism from rumor of falsehood.

But with these threats to transparency, there’s a genuine and powerful marketing opportunity to redefine these terms.

Taking our brands from black boxes to glass boxes

For the last few decades, companies have existed as black boxes, where perception of brand and the company is painted on the outside.

“In a world where we don’t believe the person holding the paintbrush and communication is so democratized, it’s no longer effective to operate as a black box.” Instead, we need to operate as glass boxes.

Barlett continued this analogy to explain how this fundamentally shifts the notion of company culture. “In a glass box world, you don’t have internal company culture, you have public company culture. Your company culture is your brand.”

By leveraging transparency, business leaders can better reach their consumers and target audience—and thus, build trust and open communication.

The fraudulent influencer marketing industry

The marketing industry will spend $1.6 billion on Instagram influencers this year alone. And this shows no signs of slowing down. By 2020, global influencer spend will be between $5 and $10 billion. Leveraging truth and emotion are the two fundamental keys from taking your efforts from good to great in this case.

“Good influencer marketing as we see it will make you believe the message. Great influencer marketing will make you believe the message, but also make you feel something,” Bartlett shared.

While there are many benefits to working with influencers, this space has increasingly seen a market for frauds using tactics like fake endorsements to build reach.

Enter the rise of micro-influencers. These social-media users typically boast a smaller, yet more impactful following and are more likely to facilitate sentiments of likability. According to Sara Ware, CEO of Markerly, micro-influencers with 10,000 to 100,000 followers are four times more likely to get a comment than those with 10 million followers.

“Brands that are really smart have started to realize that if micro influencers are powerful, then their customers are powerful,” said Bartlett. Why? Because all of your customers in their own right are influencers.

Where is social going?

Social media is designed to magnify what is already being magnetized. Strong emotions will continue to trump mild ones and in the post-organic reach era where reach continues to decline and people are sharing less than before. Mild emotion simply won’t get its fair share of attention in the presence of a strong emotional message.

With this in mind, Bartlett urged attendees to not overlook the power of private messaging and group culture. Indeed the future of communication will increasingly shift to private, encrypted services. This is due to the overwhelming preference of social media users to interact one-on-one or with just a few friends linked to privacy concerns (47%), a sense of spending too much time on platforms (31%), and hearing negative news stories in the media (20%).

Ultimately, the channels that offer depth will see the most success. “In a world where it’s increasingly become pay to play, earning your audience is and will continue to be more important than ever.”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Earning Trust: The Key to Success in a Pay-to-Play Digital World appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/earning-trust-the-key-to-success-in-a-pay-to-play-digital-world/

Harnessing Social Insights for Successful Trend Prediction

Staying abreast of trends in our industry is imperative – but what does the phrase ‘trend prediction’ really mean? What role does human expertise play in this process?

In this article, we recap a #SMWLDN session featuring Linkfluence CEO, Guillaume Decugis and Danone’s Chief Strategy and Insights Officer, Elaine Rodrigo, who took a close look at these important questions.

Here are the primary insights and takeaways:

  • Relevant and Accurate Results Depend on Refined Data
  • Don’t Overlook the Power of Human Nature
  • Trend Prediction is Costly for a Reason

Rodrigo notes, specifically concerning Danone, “in order to affect health, one really needs to understand how people consume food and drink products. Food culture is the dominant culture out there; breakfast is the most Instagrammed meal of the day.”

Danone works with Linkfluence in order to obtain and translate and interpret trend data – this, in turn, helps them make business-based decisions, for example, introducing yogurt in pouches so customers can make their own breakfast bowls out of them.

Relevant and Accurate Results Depend on Refined Data

The desire to be more accurate and ahead of the culinary playing field sparked looking into AI-driven data prediction.

Danone asked Linkfluence whether it was possible to design predictable models using social data to identify tomorrow’s star ingredients and could they leverage these ingredients to inform product innovation. Decugis interpreted this brief as giving an edge on the market to Danone. Yet, he explains, “whilst we have AI that can predict the end of a time series, and therefore a trend, raw social data is too massive and heterogeneous to monitor everything. When you give [AI] all the data, you’re giving it rogue data. It has to be structured.”

Data has to be refined in order to achieve accurate and relevant results. Algorithms and exhaustive social media social listening apps such as Linkfluence’s Radarly, can learn to identify patterns – these can determine whether there’s a high probability of what ingredients are going to be popular.

Don’t Overlook the Power of Human Nature

“When you have likely ingredient suspects, you can go back to human data. You need to combine AI with market expertise – people who can look at the most interesting way to frame the data,” explains Decugis, “we have a lot of customers in different industries and the same methodology can be applied. It’s about taking a large set of things that could be potential trends and then narrowing it down using statistical technologies.”

Naturally, a trend in one company may not be applicable in another. “We try to tailor what we do by industry, application and by market,” says Decugis. “You have some express data and there’s inferred data. At Linkfluence, we have an interface model that has a 92% precision score that infers the location of people on Instagram or Twitter based on AI prediction.” Rodrigo mentions that Danone asks Linkfluence to look at somewhere between 16 to 20 country’s trends. “Local languages is extremely important. What conversations are happening in a country itself?” She asks.

Trend Prediction is Costly for a Reason

Free trend prediction tools aren’t readily available for non-profit organizations just yet, however, Google Analytics makes a good starting point. “We can’t make low cost because we can’t do it with just software. We need analysts and scientists and expertise and they have a cost,” announces Decugis.

As well as trend predictions, it’s extremely important to be able to catch something before it goes into decline, as well as whether it’s seasonal, and the same tools and methodology is extremely useful for doing this.

What about Mintel?

Rodrigo concludes that Danone hasn’t given up one source of data insight entirely though. “We can no longer make decisions for certain business questions based on one piece of data. It’s all about collecting data, which leads to data analytics. For example, Mintel data is complimentary and will always feed into the ‘what’s next?’ model.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Harnessing Social Insights for Successful Trend Prediction appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/harnessing-social-insights-for-successful-trend-prediction/

How to Become a Purpose-Driven Storyteller Like National Geographic

Sixty-five percent of global consumers are making belief-driven purchases, a 50 percent year-over-year increase and sixty-percent of consumers are looking for brands to make it easier for them to see their values and propositions as important issues.

More than ever, consumers are looking to brands to be a voice for good in the world and a global leader in this space is National Geographic.

During #SMWLDN, Nadine Heggie, Vice President of Brand Partnership, National Geographic Partners shared insights into how the brand is dominating the social landscape by creating a virtuous cycle of purpose-led storytelling.

Here are the primary insights and takeaways:

  • Purpose-led Stories are Fueled by the Truth
  • Be Thumb-Stopping by Pushing Boundaries and Creating for the Platform
  • Harness the Power of Communities to Boost Relevancy
  • Reimagine Cultural Moments to Target New Audiences
  • Empower and Add Value Through Interactivity

Purpose-led Stories are Fueled by the Truth

“In a world full of doubt and unease about the validity of content and authenticity, NatGeo is committed to science and fact-based reporting is our true north,” shared Heggie.

To underscore this point, she offered examples including Jane Goodall, Steve McCurry, most famous for his photograph Sharbat Gula also known as the “Afghan Girl” periodically featured on the cover of National Geographic, and Joel Sartore, head of The National Geographic Photo Ark project, a 25-year effort to document the approximately 12,000 species living in the world’s zoos and wildlife sanctuaries.

By emphasizing these efforts, NatGeo effectively taps into storytelling to fundamentally shape how we understand our planet and our role in it. “Purpose is at the heart of everything we do, and it’s a virtuous cycle…When we understand the world we are more likely to care for it and therefore take more responsibility,” said Heggie.

Be Thumb-Stopping by Pushing Boundaries and Creating for the Platform

For NatGeo, being thumb-stopping has everything to do with investment in storytelling. Particularly, an underlying goal of the company no matter what platform is being discussed is the achievement of strong visual storytelling.

“At the heart of our yellow border and what has fueled our brand is exploration, collaboration and an unmatched passion to push the boundaries.”

Heggie shared the example of a YouTube documentary hosted by Bertie Gregory titled The Big Freeze. The combination of the story of his journey to Manitoba, his charismatic personality, and the intention to create the film it specifically for NatGeo’s YouTube audience has been critical to success. Video views are garnering 8x as many engagements as normal video content and the first episode of the series was one of the highest-grossing videos on youtube in July this year.

It is these types of decisions that have translated into impressive outcomes for the brand including attracting 444 million followers on social and earning a total global audience reach of 760 million globally.

Harness the Power of Communities to Boost Relevancy

“At NatGeo we like to think that our social communities are just beginning of driving real social impact,” said Heggie.

She elaborated on this point by pointing to the brand’s Women of Impact community, launched in 2018. The collaboration with Facebook and Deloitte digital is primarily focused on spotlighting women in the areas of conservation, science and photography and has now grown to 70,000 members. This group, as Heggie put it, serves as the “springboard and inspiration” for the NatGeo editorial team which has recently taken a close look at the wider context behind the Me Too movement.

In 2019 the editorial team polled the group to gather their perspectives on harassment issues, the job market and feminism today. The results were shared just the other month in a dedicated edition of National Geographic Magazine.

Reimagine Cultural Moments to Target New Audiences

How do you engage with social at a time when there is a lot of noise around a cultural moment that is arguably one of the most viewed in history? How do you add value? How do you add value to your communities?

For NatGeo, it’s about tapping into authenticity and begin organic. A recent example of how the brand did this successfully is live-tweeting around the Apollo 11 expedition in commemoration of its 50th anniversary. For four days the brand tweeted about the piece of history and was able to share this cultural story in an innovative way that resonated with a new, younger generation of consumers.

Empower and Add Value Through Interactivity

NatGeo recently partnered with St. Ives in a program celebrating World Mental Health Day and tapped into Snapchat and Instagram in order to target Gen Z audiences and communicate the positive benefits of spending time in nature.

The campaign featured a photo contest where 16 winners will be chosen to travel with a NatGeo photographer to Yellowstone National Park to document and experience their own nature reset.

Separately, the brand’s partnership with Rwanda emphasized the symbiotic relationship between tourism and conservation.

Using polls on social media for people to vote on naming baby mountain gorillas, NatGeo effectively used interactivity to fuel its storytelling purpose and raise awareness of the country’s efforts in saving endangered species.

“Let’s go further together,” Heggie said to close the session.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post How to Become a Purpose-Driven Storyteller Like National Geographic appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/how-to-become-a-purpose-driven-storyteller-like-national-geographic/