TRENDS FROM #SMWNYC & WHY THEY MATTER TO YOU

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2 SOCIAL MEDIA WEEK, THE WORLDWIDE CONFERENCE NOW IT IS 7 TH YEAR, ROCKED THE GLOBE, WITH MORE THAN 1,000 EVENTS IN SEVEN CITIES AND MORE THAN 25,000 PEOPLE IN ATTENDANCE. NEW YORK CITY S 2015 SOCIAL MEDIA WEEK SAW NEARLY 10,000 PARTICIPANTS ATTEND OVER A 100 SESSIONS FEATURING THE LATEST NEWS AND INSIGHTS FROM INDUSTRY LEADERS AND EXPERTS. From publishers and influencers to brands and technology companies, the industry was out in full force for NYC s 2015 SMW, assessing the state of social media and sharing predictions of where it s headed. Providing countless opportunities to get involved and engaged via panels and keynotes across three stages to interactive sessions and classes, SMW gave marketers the chance to step outside of their comfort zones and embrace social media as a means for enabling people and brands to have access to a creative collaboration platform. By the end of the conference, marketers left empowered, armed with ideas on how to move their social strategies forward and best engage their consumers by connecting authentic content with valuable insights.

3 TRENDS FROM #SMWNYC & WHY THEY MATTER TO YOU

4 Data is increasingly important, with smart marketers being driven by databased insights. While in year s past, campaigns and content started with a creative idea, some of today s most successful concepts are rooted in data. DATA IS SHAPING CAMPAIGNS AND CONTENT Marketers are using data to inform their social strategy and create stories to share with consumers. Brands are tapping into SEO to better understand their audiences interests and inform their content strategy; and organic social performance is informing paid investments (with engaging content getting additional paid dollars), while paid investments are informing organic content (with content that performs well at scale being mimicked for future campaigns). For example, Roman Tagoe, Head of Digital Content at Time Out, shared how Time Out uses data to determine what content is working and then reapplies popular concepts to other cities and countries. This focus on data is also changing the way organizations are structured, by breaking down the silos. Marketing, analytics and editorial teams are merging, and an increasing importance is being placed on left and rightbrained individuals who have the ability to creatively use data to tell stories. WHY THIS MATTERS TO YOU Using available (and increasingly rich) social data to understand your audience can help you develop valuable insights. Look beyond the surface numbers (e.g. video views, overall engagements) and dive into deeper metrics that will help you tell a more complete and meaningful story (e.g. video watch-through rate, shares). These insights can inform owned, earned, and paid decision making, allowing brands to make more meaningful connections with their audiences.

5 As we learned at Ford s Make Way for Gen Z event, when it comes to Millennials, social media influencers are the new celebrities. The key reason for this shift is authenticity. Quite simply, consumers trust people who are authentic and relatable because they remind them of themselves. AUTHENTICITY IS KEY Influencers are seen as authentic because they don t just tell you what they like, they also share what they don t like. More times than not, social influencers will choose to forgo a relationship with a brand that doesn t align with their values and audience. The panel also discussed the use of social to create authenticity, giving brands an opportunity to allow its audiences to peer through the window and learn who they are and what they believe in. With this new generation of young entrepreneurs, it s merely a cost of entry, as these consumers demand respect and will only trust and engage with brands that let them be a part of their story. WHY THIS MATTERS TO YOU Consumers value brands that are genuine and remain true to their core values. Brands can learn a lot from the way influencers communicate with their audience; an approachable and friendly tone and a consistent point of view can go a long way in gaining Millennials trust. Working with influencers is also a great way to make more meaningful connections with your target. Influencers know their audience better than any brand. When partnering with an influencer, trust their opinion and don t interfere with their point of view. Their authenticity is their greatest asset and will go far at getting consumers to value and trust your brand.

6 At MRY s Is Social Media Just Media? The Future of Paid, Earned, and Content panel, panelists drove home the message that brands can no longer rely on just organic activity to reach their audience. ORGANIC AND EARNED WILL DIE WITHOUT PAID In an increasingly crowded environment with ever-declining reach on platforms like Facebook (with more to potentially follow), paid media has become more important than ever to get your message seen by the right audience. Earned media can t live on its own anymore. Paid media is necessary to stoke the fire that delivers relevant content to those most likely to share. Content may be king, but paid distribution is queen, and the king can t live without her. WHY THIS MATTERS TO YOU A social media strategy that relies on organic only will not be enough to reach your target. Develop plans that include paid, owned, and earned media working together to achieve maximum impact. Organic activity should be focused on the platforms that still have significant organic reach (e.g. Instagram) and away from those that have very little organic reach (e.g. Facebook). Paid media should amplify content to drive media metrics as well as garner earned media.

7 Social media is an opportunity for dialogue between brands and consumers. As shared by the New York Times Innovative Digital Storytelling In An Era of Tweets, Vines, Instagram's and More session, storytelling should be simple and surprising. WHEN STORYTELLING: KNOW YOUR AUDIENCE AND STAGE Visually appealing and intriguing content can attract attention without being over the top. Keeping platform top of mind is crucial for developing content that will resonate. The NYT, focusing largely on how their publication is evolving in the digital space, and how each social platform delivers a different purpose, spoke to the different formats that resonate best on one versus the other. For example, on Twitter a digestible synopsis of a story is key, whereas Snapchat excels with behind-the-scenes clips. WHY THIS MATTERS TO YOU In a space where brands are competing with friends, you need to make an emotional connection with your audience to grab their attention and keep them engaged. Create content with your target in mind and look for ways to involve them with your brand. For example, you can create surveys for your fans to get a gauge on what they d like to hear from you and publish on your social channels accordingly.

8 MEC hosted an engaging fireside chat at SMW2015 with Match.com s CEO Sam Yagan and MEC s Head of Social, Noah Mallin. The session looked at the coming together of humanity and technology in the world of online dating websites; and explored how data is helping brands connect with audiences in more meaningful ways. Sites and platforms like Match.com, OKCupid and Tinder, have an abundance of data that can be used by brands to target users by likes, dislikes and various personality and behavioral characteristics. The key to success is to make the data actionable. While consumers have grown accustomed to sharing tons of information online, they expect something in return. Brands must consider the user experience and consumer s expectation of the platform they are on before presenting their targets with their messaging. A brands content strategy must align w experience #sleek #innovative #authentic.@samyagan.@noahmallin #MECatSMW #SMWNYC knowing your followers leads to better content & engagement: #SMWNYC True for many When it comes to dating, you've got to productize tech just tech for techs #SMWNYC

9 "Being an influencer is definitely more lucrative than being a doctor or lawyer these days - MATT BRITTON, MRY, FOUNDER & CEO "Consumers are influenced by REAL people & engagements, brands need to be #notsobrandy -JESS HANSEN, VINE INFLUENCER "You cannot do video w/ a beginning, middle & end anymore. On social, begin w/ the end - JAN REZAB, CEO, SOCIAL BAKERS "Data is like a life raft for your client before they jump into a creative swimming pool. SAMANTHA LIM, FEATURES DIRECTOR, STYLECASTER "Social media isn't a strategy it's an enabler of a strategy. - BRUCE ROGERS, CHIEF INSIGHTS OFFICER, FORBES "Half of #millennials (age 14-24) consider themselves #obsessed with a YouTube star - ALISON HILLHOUSE, MILLENNIAL RESEARCHER, MTV "Stay consistent, but be fresh and go deeper in your content expertise to keep fans coming back with an entertaining piece of content - REFINERY29

10 THANK YOU TO ALL THE CONTRIBUTORS! For questions, please contact: Noah Mallin

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