Social Media Week London — Marketing In An Environment Of Shifting Attention

Here are my notes from my third event at #SMWLDN:

A brief history of Social Media

  1. 2007–2010 Community Growth (We were focused on growing our fan base and attracting followers to brand pages.
  2. 2010–2013 Engagment Rules (We were focused on increasing our post and page engagement, likes, comments, shares, replies)
  3. 2014-beyond Business Goals (Social Media is no longer in infancy, we are the tools to drive brand awareness, shift brand perfection, increase web traffic, drive sales, gather consumer insights)

Old Creative Approach

  1. Driven largely by intangible qualities (Brand-Equity, Cool-Factor)
  2. Informed only by creative team
  3. High production cost on one or few pieces of media
  4. High promotional spend on one or few pieces of media
  5. One-size-fits-all mentality

New Creative Approach

  1. Analytics, Strategy, and Creative teams work together at outset.
  2. Data due Diligence (Allighn on KPIs)
  3. Ideas for posts informed by: Social listening, competitive intel, consumer insights
  4. Campaigns are based on the individual success of posts
  5. All content is crafted based on platform best practices
  6. Testing and learning is critical
  7. Iterate creative in “mid-air,” or while campaign is occurring
  8. Taking subjectivity out of creativity.

Optimizing Data for Creativity

  1. Key to mining and interpreting data is not being led by it. A measured “Eyes Wide Open” Approach is Necessary.
  2. Know your indicators from your outliers
  3. One (or two or three) negative sentiments should not determine strategy
  4. Ask for just the data that is relevant to creatives
  5. Form a tight feedback loops so that creatives receive post-launch metrics

Additional Notes

  1. 1 is a point, 2 is a line, 3 is a pattern.
  2. Day Trade Attention: (Where are people’s eyes on social media?) Then creative is a variable to success. In order to get the click or view you need good creative.
  3. Mobile is where attention is, the phone is the new TV. Attention Upheaval. Social networks are the channels. If brands are really user first, they need to put their attention in social.
  4. In Social Media, the only constant is change.

Three key takeaways

  1. Think Bottom-up, Not Top-down
  2. Build a feedback loop (and maximize At-Bats)
  3. You’re only scratching the surface of what can be done
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