10 Lessons to Learn from Social Media Week 2015 in London

  • 10 Lessons to Learn from Social Media Week 2015 in London

    10 Lessons to Learn from Social Media Week 2015 in London

    Why is it important to be social?

    Social media data show that it is crucial for businesses to socialise online:

    • 500m tweets per day globally + 4.5b Facebook likes and 55m new Instagram photos
    • 72% of all internet users are now active on social media
    • 50% of consumers are more likely to buy a product from a company that they can contact via social media
    • 93% of marketers use social media for business
    • 56% of consumers who actively use social media to interact with businesses feel a stronger connection to those businesses
    • 31% of consumers say that their decision to buy a product was influenced by something they read in a blog


    1. Choose medium most suitable for your business

    Medium dictates the message – different media have their own specific users.

    Facebook – platform that connects family, friends and others. Uses posts with images or videos, also hashtags. For ads, sales, competitions. Remember – creativity boosts engagement.
    Twitter – has more conversational character. Uses very short messages with photos or videos. Usually for discussions and news. Topics: useful, helpful, informative, entertaining.

    Tip: Be careful with hashtags:

    • 2 hashtags per tweet = 2 x more engagement
    • 3+ hashtags per tweet = 17% less engagement

    LinkedIn – preferred by a wide margin for professional activities: networking, participation in gr–oups, writing articles on various topics related to your business, making professional contacts etc.

    Pinterest – it’s a visual search engine – not a social network; uses no hashtags. Themes: home & lifestyle, food and drink, fashion. Pin descriptions are key – use call to action. It is a good platform to sell products. New features:

    • Buy buttons on pins
    • Cinematic pins – enhance storytelling
    • Audience targeting
    • Pricing – pay for engagement
    • CPA – app installations

    Instagram – launched in 2010 it is available to all now. It is more inspirational than informational – people are on Instagram to look at photos. It uses high-quality creative images. It does not necessarily drive traffic.

    • Get creative – new sizes for photos, incorporate gallery into website or blog, sell
    • Content: themes, style, quality (photos) relevance
    • Use hashtags (as many as you want) and geotags

    Tip: Use premium quality, creative images to inspire your audience


    2. Be authentic

    Don’t buy engagement! Be natural.

    • 77% millennials/gen Z believe in value
    • 78% millennials/gen Z loose trust when you are fake


    3. High-quality services first

    ‘Services so good they speak for themselves’

    ‘Social media should be an extension of a good service that works…’ says Georgina Goode from the Government Digital Service.
    Back up your online presence with premium services. Social media should not be your goal, but good services and work.

    Make it work for your clients, provide your customers with useful information, tips and help.


    4. Create content that adds value

    Be helpful, informative, interesting and relatable.

    81% millennials/gen Z don’t mind ads that they are interested in


    5. Draw engagement – don’t be pushy

    • 63% of viewers find it creepy when ads follow them around the internet
    • 61% – they are forced to watch ads always
    • 97% users don’t trust advertising
    • 93% consider ad blocking in the future


    6. Make emotional connection with your customers

    Surprise, excite, shock – emotions improve all key brand metrics!

    • Recall
    • Favourability
    • Purchase intent
    • Advocacy


    7. Mobile is a must

    80% of users access Twitter via a mobile phone daily

    24 million users access Facebook via a mobile phone daily


    8. Discover WeChat

    eBay, Facebook, Twitter, YouTube, Instagram and WhatsApp in one app

    ‘Censorship of external platforms has made China’s social media landscape is almost entirely homegrown; Indonesian rice farmers have better cell phone connections than central London while South Korea has more high-speed Internet users per population than anywhere on earth. By examining social media usage in Asia, agencies and brands can learn to look at digital in a different way,’ says Thomas Crampton, Global Managing Director of Social@Ogilvy, Ogilvy & Mather in an introduction to What Consumers, Brands, And Agencies In The West Can Learn From Asia.

    So what can we learn? Many things, one of them being how to use messaging apps like WeChat more effectively. Created in 2011 it is taking over China right now. It is WhatsApp’s competitor in Asian market mainly, whereas WhatsApp dominated Western countries. In short, it is eBay, Facebook, Twitter, YouTube, Instagram and WhatsApp brought together in a single app.
    It’s additional functions enable users to book taxis, doctors appointments, check the news, pay bills, order food etc.


    9. Use Snapchat to reach younger audience

    If college students are your target audience, then Snapchat is definitely for you.

    Snapchat is popular with youth market (13-25 years) – 71% of Snapchat users are under 25 years old and 77% of college students use it daily. It is good for storytelling and interaction – enables to send non-professional images with personalization that disappear quickly.

    Only 1% of business currently use Snapchat as a marketing tool so there is a lot of room for others to start using it without worrying about the competition.

    Key characteristics:

    • Topics: fits with live events and behind-the-scenes
    • Conversational
    • Vertical orientation

    Tip: Images don’t have to look professional, but they must be creative, interesting and unique.

    10. Learn from misfits

    60% of the world’s economy is not strictly legal.

    Misfits are hackers, pirates, gangsters and other ‘informal entrepreneurs’ that operate in the black market. Alexa Clay, author of The Misfit Economy, picked up 5 lessons that mainstream businesses can learn from them and many subcultures:

      1. Unlock resources – hustle and stay determined
      2. Hack systems in need of change
      3. Build on what is – copy and remix
      4.  Provoke alternatives – question myths
      5. Don’t be afraid to pivot



    All the information used in this article comes from various sessions and presentations delivered during the Social Media Week 2015 event in London:

    Avoid Social Chimpery: Use Social ROI to Build Quality Campaigns and Stop Flinging Crap, David Parkinson, Nissan and Matthew Zito, Synthesio

    Advanced Social Media Strategies’, Julie Falconer, A Lady in London

    From Persuasion to Usability: Content as Units of Delivery, Georgina Goode,  Government Digital Service, UK

    Seven Steps to Surviving the Ad-pocalypse, Sarah Wood, UNRULY
    What Consumers, Brands, And Agencies In The West Can Learn From Asia, Thomas Crampton, Global Managing Director of Social@Ogilvy, Ogilvy & Mather


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    Hanna Gembus

    Hanna Gembus is a professional Polish English and Polish German translator and communication specialist based in the United Kingdom providing translation, content, interpreting and market research services to small, medium-sized and large companies and organisations. She specialises in business, marketing and e-commerce, using linguistic and cultural knowledge to help both start-ups and established companies improve their presence on the market and increase sales. http://langoa.eu

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