I’m live blogging key talks from Social Media Marketing 2013. Finally today, it’s Barney Worfolk-Smith from Unruly Media, talking about social video. Hoping for some great insights. Keep refreshing this page for updates.
Unruly Media have produced the viral video chart since 2006 and Barney kicks off by talking about what they’ve learnt. The bottom line is, you can buy a view, you can’t buy a share. We don’t tend to use the word viral because that suggests randomness, which is pretty pointless if you’re a marketer. We prefer the term “social” video. Shares are currency in the social economy.
Unruly Media is founded by academics and we thought it important to have some scientific data-driven research to back up the findings of our chart, so we took six years of data and used it to publish Viral Marketing: The Science of Sharing. The book’s seven tips for success:
1. Make it emotional. Videos that elicit a strong emotional response are twice as likely to be shared.
Dom: The everyday black tea market is shrinking. Lack of pro-active interest in tea…but huge “latent” loyalty. Young people aren’t drinking too much tea, they drink some “normal” tea, and a lot of other stuff. The only way we can grow is by looking at people drinking Tetleys or PG Tips and convince them they’re drinking the wrong thing.
People tend to be fiercely loyal to their tea brand without knowing why. Often it’s because it’s what their mum drank. In this age of fragmented media, there’s not one way to reach everybody. We’re not a big multinational like Unilever, so from our perspective, the fragmented media side is an amazing advantage.
Earlier this year, we wanted to look at a way to disrupt what we call the “tea trance” – this latent loyalty. We came up with a party on a train. Not just any train – the Orient Express – and not just any party. We wanted to captivate the
I’ll be live bloggging some of the key talks from The Social Media Marketing Conference in London today. Please keep refreshing the page for updates.
Doug Kessler is a B2B marketer, and he starts of by reminding us that content marketing started off as a business to business thing – then the consumer marketers got hold of it. Now everybody’s doing it. And as content marketing goes mainstream it stops conferring advantage.
Content marketing is becoming increasingly about “home run pieces” – the stuff that really resonates with your target audience. You want to give your audience goodies over time. And you want to throw a few “home runs” in there. You want to get onto a home run path. Building a great content brand.
Why hit home runs?
1. They earn disproportionate goodies. 2. They improve the performance of all other content 3. They create engagement through shares 4. They give you shot at overcoming the biggest obstacle: inertia
Clearly there’s no formula for producing home runs – but you can create the right conditions to produce it. Here are some tips:
A trendy online retailer with the tagline “Europe’s largest provider of high quality repro designer furniture” sold me some stuff that never arrived – and is clearly never going to arrive.
I came to this realisation while on the phone to a man called Anthony who apologised for delays at the warehouse. After 20 weeks? What a ridiculously poor excuse I thought (or words to that effect). I wondered if anyone else had been given similar excuses…so I Googled the company. And my search query returned page after page of customer “reviews” talking of lost deposits, unpaid refunds, even upheld county court judgements.
Unfortunately I didn’t see these comments prior to parting with my cash. I only saw the things “Europe’s largest provider of repro designer furniture” wanted me to see. The customer reviews on the website are glowing. They have had hundreds of pins on Pinterest; tens of thousands of views on Youtube. The website is beautiful, super slick and easy to use – oh, and very easy to pay.
But look a little closer, scratch below the surface, and it’s all a little like one of those stage doors that opens up into nowhere. It’s easy to say in retrospect, but I should have seen the warning signs. And there were plenty of them:
“Video is how everyone sees the world’, says YouTube UK MD, Kevin Mathers, speaking at London Social Media Week.
It’s our natural affinity with the medium – ease of use and comprehension – combined with rapidly improving download speeds, that has been behind the phenomenal growth of online video platforms, such as YouTube, in the past few years.
Kevin sees two trends driving video growth in the immediate future:
1. Freedom – the freedom to consume, and the freedom to produce. 2. Passion – we are seeing an abundance in video production: the more there is, the more we have to decide what we want to watch. For this reason, we only consume the things we’re really passionate about.
“4G is going to change the way we view video”, says Kevin. “3G is a bit like dial-up used to be. Commuters in Seoul today don’t wonder if they’re going to be able to watch a video on their way to work – they know they can. Soon, we [the UK] will be in that space too.
“We can all upload video today. That lowers the bar to entry – creativity can explode – there is complete freedom, and huge amounts of video online. YouTube is growing by 100% yearly in terms of minutes watched. There’s just too much out there.
“YouTube’s a big city like London: tens of small villages grouped round different interests. People are much more engaged with the video they’re watching. They’re in an alpha state not beta state: the fact that you’re choosing to watch [a video], means the power is with you. And also with the producers – it’s all encased in an all-consuming passion, driven by real fans. That’s different from the way video has been consumed in the past.”
Individualism or conformity, which approach is right when it comes to social media? Two events for London Social Media Week on Tuesday looked at Twitter from two very different angles, but came to similar conclusions: be true to yourself, experiment and don’t let the blighters get you down.
Here are my top five takeaways from the two sessions:
1. Personality is important and consistency is essential. Whether you’re a brand or an individual (and, let’s face it, the lines between the two are increasingly blurred), experiment with finding your unique voice – then stick to it. Corporate Twitter profiles like Waterstones Oxford Street, MoonPig and Arena Flowers and individual profiles like 50Cent and (author) Sarah Pinborough succeed because they have unique voices, and oodles of character and personality.
But beyond the usual conversations around whether or not you think food is sexy, if tweeting about your breakfast is boring, or if it’s socially acceptable to take photos of food while dining out, the stand-out point for me came from Michelin starred celebrity chef Tom Aikens:
“As a chef, you’ll rarely pick up the phone to ask other chefs ‘what are you cooking now?”, but with social media things have changed. Every day chefs are swapping stories, ides and photos. The new generation of chefs is sharing more. I’m really excited about the changes that will bring to the industry.”
Tom Aikens is clearly an early adopter and he’s pretty unusual. For example, he uses Tweetdeck while in the kitchen to identify “foodie people, bloggers, and industry people” coming into his restaurant. That way he knows who to look out for, and whether or not it might be worth popping over a complimentary glass of champagne. Tom’s got nearly 35 thousand followers on Twitter – a great role model for other chefs to follow.
Steve opens the session with a talk about Jaguar’s digital strategy. When he joined Jaguar two years ago, they’d just set up a Facebook page but weren’t really sure what to do with it. Today, Jaguar has 2.4m fans on Facebook. Steve’s strategy is highly visual – “It’s all about the sexiest models”. Jaguar reveals all new cars on Facebook first. During new car launches, they take questions live via Instagram and Twitter, and have used “one of those life-blogging cameras that you stick on your pocket and it records your day”.
“We draped the cars in red, white and blue and drove them down the Mall. It was all a little bit Austin Powers-esque but a bit cooler. We asked people to take photos, upload them to social media and hashtag them. It worked really well. That British essence is very important for us in overseas markets.”
We’re in the newly refurbished Heal’s (very nice) for a breakfast session on retail. Nicky from GDR kicks off by telling us her top three trends to watch: first, selfies – both Karl Lagerfeld and Urban Outfitters have been using these in store to great effect. Second, #foodporn – one company used Instagram photos to create a crowdsourced menu; third, the highly conversational #whatimwearingtoday meme, which was appropriated by Kate Spade as a promotional tool and did well.
Following Nicky, Sam Reid steps up to talk about his new start-up, Tapestry. Sam says we want to avoid the “wrong kind of digital” (such as a coloured screen which mirrors your movements in store) and focus on the “right kind” – which is mobile: everyone has a mobile phone, says Sam, it makes sense to connect with them. Tapestry enables users to buy items using their phone. Sam’s research has shown that people who interact with a brand using their mobile phone in store will spend up to 25 per cent more. Sam is currently working with brands like Ted Baker and Diesel. This is “next level CRM”: why do stores send vouchers in the post, asks Sam, when they could send them direct to a mobile, so you’d have them in your pocket next time you’re in store? Main issue for Tapestry is tying up the data – making full use of all data available.
I’m liveblogging the lunchtime event at #SMWLDN’s business hub – looking at social media’s impact on the financial markets. Speaking left to right are Robert Harles, Global Head of Social Media, Bloomberg; Allan Schoenberg, Executive Director, CME Group, Hussein Kanji, Partner, Hoxton Ventures and Jonathan MacDonald, Co-Founder, This Fluid World. Debate is chaired by Craig Welch, Head of Marketing EMEA, Bloomberg.
CW: Think back to the 30 April when AP’s Twitter account was hacked; how video consumption is increasing exponentially, 50 Cent caused a buying surge to his company by tweeting a request to invest. The first question: has social media become a really valid news source, replacing more traditional sources? Let’s start with Alan:
AS: No doubt social media making an impact. But of course you can’t rely on just one source of information. It makes complete sense as one of many channels.