DIG Day 2013 - No Dead Ends

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, [email protected]@DAVIDZSPIEGEL

mailto:[email protected]

mailto:[email protected]

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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

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



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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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

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


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


Technology Adoption


Every year, people are sharing twice as much information as the previous year.

This “law” has held since 2008.

Zuckerberg’s Law


SOCIAL HARDWARE IS MADE OF

PEOPLE!


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


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


Network connection speeds for high-end home users double every 21 months.

User experience is determined by bandwidth constraints.

Nielsen’s Law


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


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


SmartGlasses

BrainwaveReaders

SmartTextiles

FitnessWristbands

SmartWatches

WearableCameras

Wearable Technology


LOCATION, LOCATION, LOCATION

Virtual Assistants


The Actual Environment


The smartest person in the room is the room.

The Evolution of the Home


The Evolution of Retail


The Evolution of the Car


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


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


Public Safety - Hands/Eyes Free


Resilience

Governance and Infrastructure


...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


Low MktgROI

High ConsumerAdoption

Low ConsumerAdoption

High MktgROI


Sensor-driven Marketing

Low MktgROI



High MktgROI



Low MktgROI



High MktgROITotal Customer Awareness



Low MktgROI



High MktgROI

Hakuna Matata

Total Customer Awareness



Low MktgROI



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

http://sideqik.com

http://sideqik.com

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Marketer’s Options

1 Activating their current audience

@TeamSideqik

http://sideqik.com

http://sideqik.com

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2 Reaching new customers with paid media

Limited by

$ and

@TeamSideqik

http://sideqik.com

http://sideqik.com

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2 Reaching new customers with paid media

Limited by

$ and3 Reach new customers

with partnerships

@TeamSideqik

http://sideqik.com

http://sideqik.com

106 @TeamSideqik

http://sideqik.com

http://sideqik.com

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Connectwith partners

@TeamSideqik

http://sideqik.com

http://sideqik.com

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Collaborate & Launchcross-promotions

@TeamSideqik

http://sideqik.com

http://sideqik.com

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Suggest Contentfor email/social


@TeamSideqik

http://sideqik.com

http://sideqik.com

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Measure Resultspartner analytics


Suggest Contentfor email/social


@TeamSideqik

http://sideqik.com

http://sideqik.com

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Customer Campaign:

Increase leads and targeted Pinterest followers

@TeamSideqik

http://sideqik.com

http://sideqik.com

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Customer Campaign:

Increase leads and targeted Pinterest followers

26Partners Activated

612Messages

@TeamSideqik

http://sideqik.com

http://sideqik.com

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http://sideqik.com

http://sideqik.com

The partnership platform for marketers

@KurtUhlirsideqik.com

@TeamSideqik

http://sideqik.com

http://sideqik.com

http://sideqik.com

http://sideqik.com

http://sideqik.com

http://sideqik.com

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

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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 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 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


Enter: 12%

Winner!Experience A Experience B


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

http://blogs.adobe.com/digitalmarketing/wp-content/uploads/2012/09/AdobeSocialScreenshot11-e1346877100289.jpg



Making Creativity Count




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.

DIG Day 2013 - No Dead Ends

Technology

Transcript of DIG Day 2013 - No Dead Ends