I was invited to write content for the Social Media Week website, covering eight events at Social Media Week London, November 2018. Here’s my write-ups…
To win at social media you need the best stories
In a world where average Facebook video view lengths are less than 2 seconds, Instagram Stories are viewed for less than a second and people are scrolling the height of Big Ben on their feeds every day, how can we capture enough attention to tell a story worth listening to?
At Social Media Week London 2018, Dom Whitehurst, head of digital engagement at Wavemaker shared the irony that as we all spend more time on our phones – ignoring our friends, partners and children – our interaction with content is reducing in length. Or is it?
Why it’s now harder to tell fact from fiction
From curated social media feeds to fake news, the Internet has given rise to manipulated information and altered states of reality. We all have different perceptions of how we see and hear the world.
‘The Dress’ is just one example; in 2015 a photograph became a viral sensation when viewers disagreed over whether the dress was colored white and gold or black and blue.
Understanding the rhythms of social to inform campaigns
Social platforms have a wealth of available data that is often constrained to insights and executions solely within those platforms. The potential value of that data is far greater and can become central to planning when it is brought up further in the process to be a cornerstone on audience, channel and timing strategies.
At Social Media Week London 2018, Ashleigh Smith, Head of Social at PHD, presented their bespoke planning method called ‘rhythms’.
“Rhythms uses data to understand the beats of human behavior at any given moment in time, so we can weave campaigns into the daily fabric of their lives.”
With technology, power can shift from institutions to communities
Wayfinder developed an app to help the blind navigate the tube. Warrior Down set up WhatsApp groups to provide 24/7 support when recovering addicts need it the most – these are just two examples of using technology to address social issues.
At Social Media Week London, Annika Small OBE, co-founder of CAST, a non-profit that accelerates the use of digital technology to drive change, discussed the mobilization of social change.
Why brands need to create content that drives trust
How do you reach, let alone engage with your audience when levels of trust in media, and social media platforms, in particular, are at rock-bottom?
At Social Media Week London 2018, Toby Gunton, Edelman General Manager, shared research on the issue of social media and trust.
- 2 in 3 people think social media companies are misusing personal data
- 1 in 5 people think monitoring life events, like birthdays, in order to target products should be illegal
- 1 in 3 people globally are now deleting their social accounts because they do not trust the platforms to treat their personal information properly
How to extract value out of every piece of content by getting to the core of relevancy
Every customer journey online starts with a search engine, asking a question. The search results appear you click on a relevant link and your problem is solved. You might even make a purchase. Simple!
Jason Miller, LinkedIn’s head of content and social media, asked himself if this could also be applied to B2B marketing. At Social Media Week London, and on his final day working for LinkedIn, he shared the answer in terms of how LinkedIn uses LinkedIn for marketing.
Miller shared the story of one piece of content produced for LinkedIn marketing solutions and how they extract every ounce of value out of every piece of content they produce.
How to overcome the fear of AI by thinking human
In order to engage with our customers, and actually be noticed, we must welcome, not fear, AI.
At Social Media Week London, Tara O’Donnell, Managing Director of Text100 UK, explained how we can use AI to enhance rather than replace the human experience, and how brands can take advantage.
AI allows us to increase speed and efficiencies, helping us to focus on what really matters: meeting our audience’s needs, wants and values. As we learn to trust AI more, putting these at the center of how brands think and act ensures we won’t de-humanize our actions, conversations or consumer relationships.