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#TTLPresents - Social Chain - The Evolution of Live
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Transcript of #TTLPresents - Social Chain - The Evolution of Live
THE EVOLUTION OF LIVE
How much time have you spent on Social Media today?
The average person spends nearly 2 hours
(approximately 116 minutes) on social
This equals 5 years and 4 months spent over a lifetime
🤔🤔🤔
Where did it all start?
Following Suggested Path
=
Happy Parents
So why take the risk, drop out &
start Social Chain?
1. Belonging
2. Authenticity
1. Belonging
2. Authenticity
Major Learning
Never fall into the dangerous trap of thinking that anybody cares
about you, as much as you care about you.
50+ Student communities
4 Million Students 1 Million Monthly Visitors
Student website
40+ Social media community owners
400+ Social media communities
“Social Media Illuminati”
“Blazingly hot social media
phenomenon”
“A group of twentysomethings are taking over
social media”
“They can make anything the most talked about topic amongst
millennials in less than half an hour”
When a persons own opinions and actions are influenced by
the actions and opinions of the majority of a group.
Asch Paradigm:
2 minutes
10 minutes
15 minutes
20 minutes
30 minutes
33 minutes
The MANDELA Effect
35 minutes
151 Million impressions
Global Impact
SALIENT EXEMPLAR
- Linguist, George Lakoff
THE TRUTH IS IRRELEVANT
ATTENTION : TRUST CYCLE
ATTENTION : TRUST CYCLE
“40% of Brits actively ignore social posts from brands”
“34% feel constantly followed by online advertising”
“Globally, a quarter of consumers chose to ignore
branded content”
(Marketing Week, 2017)
HOW DO YOU BREAK THROUGH THE
NOISE?
1. Context
2. Relatability
3. Shareability
#MyGymReason
1. Context
2. Relatability
The Micro-influencer
T = 10.4 engagements per £ spent
10,000 followersPrice: For a gift
The Micro-influencer
• Ability to hit small niches.
• Authenticity / improved conversion.
• More cost effective.
2017’s answer to the brand ambassador
The Scale Problem...
MicroScale
3. Shareability
Social Currency:
When we care,
we share!
Social Currency:
Inner Remarkability
”Worthy of remark or mention”
Novel, Surprising, Extreme or Interesting
1. 40,000 click to their website in 5
days
2. Worldwide no.1 Trend
3. Thousands of pieces of UGC for
the brand
Benefits of having Paid Experts In-House
Price decreased, volume of clicks increased
1. Context
2. Relatability
3. Shareability
Why do people share some ideas /
brand messages more than others?
Deeper than engagement
8 Basic Human Emotions
ANTICIPATION IS CRUCIAL FOR
LIVE VIDEO
1. Retain
The content needs to captivating enough to hold their attention the second they arrive on the
stream.
2. Spread
Once you have their attention, you’re going to need to rely on that retained audiences engagement, to share the
stream, bringing new audiences in.
3. Practical Value
People will share things more than the average if they are perceived to be:
• Useful (30%)• Interesting (25%)
• Awe-Inspiring (40%)
Scarcity
• Discount available
• Only available during stream
• 2 winners not hundreds
TRIGGERS
ONGOING WOM
V.S.
IMMEDIATE WOM
ONGOING WOM
IMMEDIATE WOM
How much Word of Mouth happens online
compared to face to face?
7%
So Important to consider cross
platform LIVE APPROACH and on
the ground
Be BRAVE Question Conventional Wisdom
Be FIRST Break Records
Be THE BEST Obsess About People
Average age: 21 years old...
2,400,229 new followers this week...
THANK YOU
@alexayin
150M Users
3.25bn monthly hours of video1bn MAUs328m MAUs
700m MAUs 400m Snaps sent daily