Post on 13-May-2015
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DIG DAY 2013NO DEAD ENDSOCTOBER 2ND, 2013
DIGITAL IS
NOT JUSTA
CHANNEL!
DIGITAL IS . . .
A LAYER
DIGITAL IS . . .
A BRIDGE
DIGITAL IS . . .
MAINSTREAM
DIGITAL IS . . .
ITERATIVE
DIGITAL IS . . .
SELF SELECTED
DIGITAL IS . . .
A FEEDBACK LOOP
DIGITAL IS . . .
PARTICIPATORY
DIGITAL IS . . .
UNPREDICTABLE
EXPECTATIONS ARE BEING SET OUTSIDE OF YOUR BRAND CATEGORY
NO DEAD ENDS
Sequen2al Usage
Moving from one device to another at different Imes to accomplish a task.
Sequen2al Usage
Moving from one device to another at different Imes to accomplish a task.
Simultaneous Usage
Using more than one device at the same Ime for either related or unrelated acIvity.
Different brand pla?orm, channels and touch-‐points need have awareness of and connec2vity with each other creaIng an integrated, immersive
experience that is channel and device agnos2c
THE ART AND SCIENCE OF SOCIAL CONTENT CREATIONDAVID SPIEGELEXECUTIVE DIRECTOR OF SALES, BUZZFEEDSPIEGEL@BUZZFEED.COM@DAVIDZSPIEGEL
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The way media is consumed is radically
different than it was just five years ago.
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Gatekeepers are no longer needed, ideas are democratic.
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Portals Search SocialSocial is the new starting point
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How can the same site publish this
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And this?
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SOCIAL75% of visits from social*
50% of visits from mobile*
80M+ monthly UVs
*Quantcast, Google Analytics
MOBILE
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Social Content is an Art.
Content is about identity
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Have a heart
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Help People Look Savvy
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Help People Look Savvy
Humor is inherently social
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Be yourself,don’t fake it
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Don’t ignore mobile
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Capture the moment37
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Social Content is a Science.
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Viral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media and is a measurement metric that exists in real time
we starve content that isn’t getting traction, and fuel the content that is taking off
We accelerate the promotionof content that is taking off
Social RankViral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media and is a measurement metric that exists in real time
we starve content that isn’t getting traction, and fuel the content that is taking off
Maximization of Content Spread
promotion
viral content R = 0.8
viral content R = 0.3
viral content R = 0.1
We test R values in realtime and promote content with a higher rank
BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Viral Lift
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Social Optimization
Social Content
Social Content
Social Content
We test R values in realtime and promote content with a higher rank
BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Social Lift
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• Predict what will be widely shared before it takes off
• Machine learning trained on years of historical data
• Adjust predictions based on decay rates of Twitter, Facebook, Pinterest
We Use Machine Learningto Predict Social Hits
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The Social Lift DashboardThe Best Machine Learning is the Human Brain
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What Does This Mean for Brands?
Edit was first, but now the shift to social content has come to advertisers
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Social advertising is content consumers actually want.
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Social Can Make Ads Great Again
100% of our revenue is social content marketing.
Story units have 1%-2% CTRs, over 10x industry average.
Social is a conversation, not a campaign.
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It started when we saw this picture trending.
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We expanded the story,
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... and people started talking.
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Then we continue the conversation.
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Collaboration is key.
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Strike the balance between planned and unplanned.
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Relevant content and timely content are both important.
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Join the conversation,don’t hog the mic
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Join the conversation,don’t hog the mic
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We produce engaging social content that stays true to the brand’s voice.
Case Study: GEICO
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Social Lift
CPERun time & spend
Clients who consistently invest in social content see increased social lift and decreased CPE.
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Social content is both an art and a science.
Key Takeaways
Strike the balance between content and distribution.
If it’s not on mobile, it can’t go social.
PANEL >> THE EVOLUTION OF RETAILPAYPAL, SPARKFLY AND MAXYMISER
BREAKOUT >>THE WORLD OF SOCIAL HARDWARESIMEON SPEARMANSENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST@SRSPEAR
SOCIAL HARDWARE
Technologies that make it easier for humans to connect, share, and communicate with people, things, and systems.
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Demographics
314,000,000 people in the U.S.
23.5% under the age of 18
50.8% Female
13.1% African American
16.9% Hispanic
Society Technology Environment Economy Politics
Text
We are a tech-centric society.
At least 56% of U.S. adults own smartphones
34% of U.S. adults own tablets
Microsoft Kinect currently holds the record for most rapidly adopted consumer technology.
Every new iPhone that comes out outsells the previous device.
Of the 15% of the U.S. who don’t have Internet access, 90% of those people indicate they have no intention of getting it.
Technology Adoption
Society Technology Environment Economy Politics
Technology Adoption
Society Technology Environment Economy Politics
Every year, people are sharing twice as much information as the previous year.
This “law” has held since 2008.
Zuckerberg’s Law
Society Technology Environment Economy Politics
Every year, people are sharing twice as much information as the previous year.
This “law” has held since 2008.
Zuckerberg’s Law
Society Technology Environment Economy Politics
SOCIAL HARDWARE IS MADE OF
PEOPLE!
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Technology
Moore’sLaw
Koomey’sLaw
Nielsen’sLaw
Metcalfe’sLaw
Bell’sLaw
The number of transistors on integrated circuits doubles approximately every two years.
Often quoted as 18 months and applied to chip performance overall.
Computers keep getting faster.
Moore’s Law
Society Technology Environment Economy Politics
The number of computations per joule of energy dissipated has been doubling approximately every 1.57 years.
Battery life keeps improving.
Up to 5 hours of talk, video, and browsing.2h39m in battery stress test.
Up to 10 hours of talk, video, and browsing.4h24m in battery stress test.
Koomey’s Law
Society Technology Environment Economy Politics
Network connection speeds for high-end home users double every 21 months.
User experience is determined by bandwidth constraints.
Nielsen’s Law
Society Technology Environment Economy Politics
Roughly every decade a new, lower priced computer class forms based on a new programming platform, network, and interface resulting in new usage and establishment of new industries.
The last computer class to launch under this framework was wireless sensor networks.
Bell’s Law of ComputerClasses
Society Technology Environment Economy Politics
The value of a telecommunications network is proportional to the square of the number of connected users of the system.
Networks are exponentially more valuable as the number of entities in the network grows.
Metcalfe’s Law
Society Technology Environment Economy Politics
SmartGlasses
BrainwaveReaders
SmartTextiles
FitnessWristbands
SmartWatches
WearableCameras
Wearable Technology
Society Technology Environment Economy Politics
LOCATION, LOCATION, LOCATION
Virtual Assistants
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
The Actual Environment
Society Technology Environment Economy Politics
The smartest person in the room is the room.
The Evolution of the Home
Society Technology Environment Economy Politics
The Evolution of Retail
Society Technology Environment Economy Politics
The Evolution of the Car
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Millennials suffer a 16.1% unemployment rate, the highest of any other generation.
The average millennial has $45,000 worth of debt, primarily from student loans.
However, 15% of millennials are already managers as of 2012. By 2014, millennials will make up 36% of the U.S. workforce.
Economic Recession and Recovery
Society Technology Environment Economy Politics
The peer-to-peer rental market alone is estimated to be worth $26 billion.
Revenue in the sharing economy is expected to reach $3.5 billion in 2013, at a 25% annual growth rate.
Room for growth. Example: Boston cab market generates $21 million revenue per month on average, Uber is currently at $600,000.
Collaborative Economy
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Public Safety - Hands/Eyes Free
Society Technology Environment Economy Politics
Resilience
Governance and Infrastructure
Society Technology Environment Economy Politics
...how exactly will this affect my marketing?
...how exactly will this affect my marketing?
Two Critical Uncertainties:
‣ Consumer Adoption‣ Marketing ROI
Where are we headed?Four Scenarios
Where are we headed?Four Scenarios
Low MktgROI
High ConsumerAdoption
Low ConsumerAdoption
High MktgROI
Where are we headed?Four Scenarios
Sensor-driven Marketing
Low MktgROI
High ConsumerAdoption
Low ConsumerAdoption
High MktgROI
Where are we headed?Four Scenarios
Sensor-driven Marketing
Low MktgROI
High ConsumerAdoption
Low ConsumerAdoption
High MktgROITotal Customer Awareness
Where are we headed?Four Scenarios
Sensor-driven Marketing
Low MktgROI
High ConsumerAdoption
Low ConsumerAdoption
High MktgROI
Hakuna Matata
Total Customer Awareness
Where are we headed?Four Scenarios
Sensor-driven Marketing
Low MktgROI
High ConsumerAdoption
Low ConsumerAdoption
High MktgROI
Hakuna Matata
Total Customer Awareness
Boardrooms to Living Rooms
Q&A
SIMEON SPEARMANSENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST@SRSPEAR
STARTUP LIGHTNING ROUND >>
N4MDSIDEQIKTHUNDRLIZARDTRIPLINGOURUUT
CURATION TOOL CREATION AND LEADING SOCIAL CONVERSATIONJAMES HARRISCEO, CO-FOUNDER & CHIEF STORYTELLERN4MD@N4MDSOCIALMAGS
CREATORS OF AMAZING CURATION TOOLS...
...Our tools help social publishers gracefully gather, filter and share the best content on the web.
We help companies lead social conversations, not just listen...
THEINTERESTSERVER
FOUND APPROVED RESULTS
162,000 16,000 Back Catalog
73,850 1,474 Hrs. to Mins.
32,119 5,435 Easy SEOPrimary Web
18,660 580 Replaces EmailEasy SEO
THE PARTNERSHIP PLATFORM FOR MARKETERSKURT UHLIRFOUNDER AND CHIEF SERVANT, SIDEQIKSIDEQIK.COM@KURTUHLIR@TEAMSIDEQIK
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Marketer’s Options
1 Activating their current audience
@TeamSideqik
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Marketer’s Options
1 Activating their current audience
2 Reaching new customers with paid media
Limited by
$ and
@TeamSideqik
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Marketer’s Options
1 Activating their current audience
2 Reaching new customers with paid media
Limited by
$ and3 Reach new customers
with partnerships
@TeamSideqik
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Connectwith partners
Collaborate & Launchcross-promotions
@TeamSideqik
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Connectwith partners
Suggest Contentfor email/social
Collaborate & Launchcross-promotions
@TeamSideqik
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Measure Resultspartner analytics
Connectwith partners
Suggest Contentfor email/social
Collaborate & Launchcross-promotions
@TeamSideqik
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Customer Campaign:
Increase leads and targeted Pinterest followers
@TeamSideqik
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Customer Campaign:
Increase leads and targeted Pinterest followers
@TeamSideqik
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Customer Campaign:
Increase leads and targeted Pinterest followers
26Partners Activated
612Messages
@TeamSideqik
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Customer Campaign:
Increase leads and targeted Pinterest followers
26Partners Activated
612Messages
@TeamSideqik
The partnership platform for marketers
@KurtUhlirsideqik.com
@TeamSideqik
COACHABLE MOMENTS FOR INSIDE SALESPETE SANTORACEO@PETESANTORA
MOMENT
MOMENTIN
‣ Professional Soccer Player & Nationally Licensed Coach
‣ Founder/Principle of Blue Sombrero: Successfully acquired by Dick’s Sporting Goods.
PETE SANTORA CEO
KISHORE MASANDCTO‣ BIG DATA Engineer. Built Enterprise Voice of Customer Platform.
‣ TiE Mentor
CREATE DELIGHTFUL EXPERIENCES FOR BRANDS AND THEIR CUSTOMERS THROUGH LANGUAGE AND CULTURE LEARNINGPRATIK PATEL @PRPATELCTO AND CO-FOUNDERTRIPLINGO @TRIPLINGO
Awards
Recognized as an Industry Leader
About TripLingo
‣ Headquartered in Atlanta
‣ Over 250k downloads
‣ 5 employees
‣ Currently available in 13 languages
‣ Customer include major TMCs, Cruise Lines and larger enterprises
Press
“ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011”
Recognized as an Industry Leader
TripLingo includes a suite of tools to address the language barrier.
Product Features
1000s of Local Phrases Voice Translator
Live Human Translator
Essential Safety Information
Culture Crash Course
How We Work With Brands
Cruise Lines Travel Brands Travel Agencies
UNIQUE CONTENT
PROPRIETARY TECHNOLOGY
DIFFERENTIATED EXPERIENCE
Benefi ts for Brands
Differentiating brands by delighting their customers...
Benefits for Brands
‣ Satisfied Customers
‣ Ancillary Revenue
‣ Differentiated Offering
Imagine
‣ A hotel version for guests from foreign countries
‣ A branded World Cup edition
‣ A Basic Phrases version for a Mexican restaurant chain
THE FUTURE OF CROWDFUNDING
MARK FEINBERGCEO AND CO-FOUNDER, URUUT@URUUT
PANEL >> DEVELOPING STRATEGIES FOR MULTI-SCREEN EXPERIENCESABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
CREATIVITY REVISITED
MATT ROZEN BRAND /CORPORATE SOCIAL MEDIA ADOBE@MATTYROZE
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I CREATE
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Art + Science
“Data advocates say it’s data, rather than any creative flair, that actually inspires campaigns in today’s world… without question, data is the most important component of marketing today.”
B2B Marketing
What comes first - the data or the creativity?
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Changing the world through digital
experiences
Start with Data
AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from business results
69% believe marketers live too much in their creative and social media bubble
“Marketers will have to understand they need to start ‘cutting the rubbish’.”
An Insight Spurs a Concept
80% of CEOs Do Not Trust Marketers
AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from business results
69% believe marketers live too much in their creative and social media bubble
“Marketers will have to understand they need to start ‘cutting the rubbish’.”
An Insight Spurs a Concept
80% of CEOs Do Not Trust Marketers
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Start with Data
Get Creative
An Attention Grabber
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Six videos drove60 million+ impressions
Video had 4x the CTR of other media
Video accounted for just 10% of impressions but drove 50% of site
visits
IN CASE YOU HADN’T HEARD, VIDEO IS BIG. BETTER MEASURE
TIMING + DATA * CREATIVE =
SUPER BOWL NON-AD AD
SUPER BOWL NON-AD AD
Super Bowl Ads Drive 20% Bump to Web Traffic
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NOT ALL WINSMyth Hub•Man on street videos•Customer story videos•Tweet stream•Live debates
UGC App•Community videos•Play off of ad videos•“What myths have you busted”
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Let’s switch gears
Creative Cloud
Social ads, apps, post links, and referrals connected back
to our onsite data
OPPORTUNITY FOR MORE SOCIAL
Photoshop is the best invention next to the
Internet <3
Goal: Target influencers and drive sales
Experience A Experience B
Test Structure
Experience A
Experience A
Experience A
Experience A
Experience B
Experience B
What Did YOU Think?Experience A Experience B
What Did YOU Think?Experience A Experience B
??
Results – Data OptimizedExperience A Experience B
Results – Data Optimized
Winner!Experience A Experience B
Results – Data Optimized
Enter: 12%
Winner!Experience A Experience B
Results – Data Optimized
Enter: 12%
Winner!
Learn: 200%
Experience A Experience B
3 million referralsto Adobe.com
13% Revenue ContributionCreative Cloud
Reduced Ad Cost by 28%
Results
Start with Data
Get Creative
Measure and Tweak for Success
Making Creativity Count
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PANEL >> DEVELOPING STRATEGIES FOR MULTI-SCREEN EXPERIENCESABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
BREAKOUT>>WHAT BRANDS CAN LEARN FROM NEW YORK FASHION WEEK (NYFW)ASHLEY TWISTMOBILE INNOVATION STRATEGIST@ASHLEYTWIST | @FASHIONADO
5 LESSONS For Brands Not in the Fashion Industry
THINK MOBILE FIRST:Small Screens Have a Big Presence
GET REAL(Time):Look for Real Time MarkeIng OpportuniIes
BE TRENDY:Embrace Technology & InnovaIon
Under the Influence: Leverage Influencers & Partnerships
"It's not about your work as an editor or as a buyer; it's about how many Twi7er and Instagram followers you have. It's about the brand ge=ng exposure through those outlets.” -‐ Leandra Medine
EXPERIENCE THIS:Build RelaIonships and Experiences
Beyond ROI
Takeaways1. Think Mobile First
2. Embrace RTM
3. Leverage Trends & InnovaIon
4. Talk to Influencers & Partners
5.Make it a GREAT Experience
Thank You
THANK YOU!
PANEL >> BATTLE OF THE GENERATIONSTEEN, TWEEN, GEN X, GEN Y & BOOMER
CLOSING REMARKS
THANKS.CHEERS.