In May I visited Engage 2015 (the biggest social media conference in Europe, maybe even in the whole world) organised by Socialbakers (one of the hottest European start-ups providing social media analytics). If you are into social media world that is a must-to-visit event. In case you missed the conference, at least you can watch the recorded session.
The conference lasted for 3 days (2 days workshops + 1 day conference). Kudos to Socialbakers and all people who put hands to make this big event happen in Forum Karlin in Prague.
Honestly, Prague has never hosted such a big technology conference before and in my opinion the atmosphere was amazing and hopefully Engage 2016 will take place in Prague too. Speakers, service, catering and place - A BIG LIKE. Once again, kudos to Socialbakers and its organizational team!!!
Well, I would like to sum it up a bit. so in a nutshell. Key points noticed in the conference:
data-driven marketing (this buzzword has been said many times in last 3 years but it seems not many companies can use wisely their data
social media is a paid channel!
mobile on rise (as we all know, number of people accessing from mobile devices has been raising significantly)
power of video - video will be playing more crucial role in marketing and on social media, count with that!
passion metrics for video - who uses metrics like #views should consider using “passion metrics such as 25% video watched, video completed etc.
use creativity, go where your customers are and provide them the best service -> you can generate revenue thanks to that, spread your brand or gain new ambassadors :)
If you are interested in more detailed notes, feel free to continue in more detailed view ;)
a keynote dedicated to data-driven marketing, importance of data is crucial, use of social media could be expanded to HR, business development or customer care
impact of social media is enormous (bigger than TV)
honestly, social media is a paid channel now (70% of reach is paid)
get inspired by digital publishers (they gain a lot of interaction on their posts (catchy content for almost 0$) -> talk to them
do not only store data but USE them!
new features of their products: video tracking, connection with Google Analytics (stay tuned, more news coming on this point ), signed the deal with Sino Weibo (Chinese Twitter)
Speaker: Lars Silberbauer (LEGO), Roberto Ciacci (Lamborghini)
Lego - humans are social by nature -> interactions (not only offline but nowadays it takes place more frequently online)
Lego - example of a campaign "krokiwongi" - they asked children and adults to build Krokiwongi something from Lego (children more creative then adults - at the age of 3 we all are geniuses, only 2% of adults retained that creative skills on that level) -> use of creativity in your campaigns (tape a video, take a picture of your art and share)
Lamborghini - they do not pay for social media marketing -> lower reach -> inventing new ways how to reach their customer (they took a video from the drive with Lamborghini Huracan and they present in using the virtual reality), focus on metrics - interactions and loyalty, it is important but difficult to transform the original brand to the digital world (brand must be digital)
The art of content creation
Speaker: Shira Feuer (Disney), Sabeen Ahmed (Publicis)
Disney - huge load of content they can offer but it must be transformed for the social media platform
Disney - connect creativity with your brand (examples on sharing a video how to make a pancake in the shape of Darth Vader face on A Pancake Day, in the UK there was a popular baking TV contest -> they made a picture where D2 from Star Wars was a piece of cake and put it across social media channels)
Disney - use creativity, localization and technology in your marketing!!!
Publicis - content is a key player (stress on real-time content), choose the platforms where your customers are (do not use FB if your customers are not there)
Publicis - unify the way how your company/brand communicate and behave online
Speaker: Boris Mercier (Desigual), Thomas van Shaik (Adidas)
Desigual - online streaming videos through social media such as Periscope or Meerkat -> analysing behavior after the fashion show and collecting which model to choose for the collection
Desigual - connect with influencers (celebrities) -> it brings you to a wider audience
Adidas - example how to use a single brand (a ball for WC2014 Brazuca - tweeting funny tweets during WC2014, after the cup they determined the Twitter account -> helping their sales during that period)
Adidas - in most cases they connect a brand with another brand (football club/player brand with Adidas) -> bringing fans to both brands, nowadays you need to have a digital strategy as there are #noise and #platform and it is easy to get lost...
Speaker: John Koetsier (Venture Beat)
Business Insider - more video uploaded on Facebook than it is stored on Youtube, FB videos get more interaction than Youtube video, videos capture 5% of uploaded Facebook content, pictures 70%), Youtube videos performs well on Twitter in terms of upload but more interactions get Twitter videos
A man most of visitors were waiting. He talked about his career and explained what happened between him and Steve Jobs. He made it unforgettable and showed how big as a marketeer is :)
empower customers, share stories related to products ->helps your brand to growth, listen to your customers, social media will be powerful than TV
sometimes you need to shock -> helps you to distinguish and get attention for almost no price
I did not fire Steve Jobs, he decided to leave Apple by himself as he asked to step down from the Macintosh division
mentioned healthcare as a big opportunity nowadays (huge amount of data -> analysis -> solution described on a blood test providing you immediate results for various diseases (Ebola was in that case))
Speaker: Mimi Jonas Sroke (Movember)
Movember - spread through ambassadors, evolve-wide your activites during time (Movember - firstly, grow MO, secondly - DONATE, now they want to launch - MOVE (have another challenge - run 5k etc.)
Speaker: Gert Wim ter Haar (KLM), John Saydam (Emirates)
KLM - customer care - ti is also a crucial part of the business (it also means marketing of your brand and sales - its social media sales generated 25mio EUR from additional services sold through social media) -> provide you customers QUICK and CLEAR answers/solutions, on Twitter they have changing background logo based on the response time to their customers, real-time feedback from a plane by giving crew iPads)
The Rise of the Connected
Speaker: Bryan Cheng (Shina Weibo), Shintaro Tabata (Line)
Weibo - 81 DAU (daily active users), 80% mobile, Chinese Twitter
Line - 200 mio MAU (monthly active users), communication enhanced with entertainment (live streaming channel, must-view stickers) and life services (payments, gaming etc.), sending eGifts through Line
The Democratization of Video
Speaker: Beau Avril (Google), Bethany Mota (Youtube star)
Youtube mobile video grew 90% YtY, 50% mobile users, old metrics - # times vide were played -> new "passion metrics - % time of video was played (watch time), a single video can affect other videos (Gangnam style generated 2bio views and other 2bio have its parodies, in total 4bio., multi-screening weakens TV ad power (80% of young users switch to the online world while a commercial break on TV), they pay also 2x times more attention to watching video on mobile than on TV -> Youtube influencers on the rise
Last but not least I attached the wrap up video showing atmosphere from Engage 2015. Looking forward to another one next year!
If you want to watch the entire conference, click here
