Digital Insanity Magazine by Bruno Amaral

LIVE! Lessons From Going Live Around the World

Wed, 14 Nov 2018 16:10:36 +0100

[Https://bit.ly/sreespark](Slides used in the presentation)
[Https://bit.ly/sreetips](Sree’s Tips)

What I’ve learned from doing hundreds of live videos - my brand-new presentation at #spark in Copenhagen. THE SLIDES: https://t.co/2th9oZJMKs. • Meanwhile, my best social media tips on one sheet: https://t.co/XDfMkGqnaQ • Thanks, @FalconIO
— Sree Sreenivasan #smwknd (@sree) November 14, 2018

https://twitter.com/sree/status/1062726679804764160

People watching live video and who are attending Spark.

Don’t be an ask on social media. Connect with people and share their content. Use your phone as a collection device.

The last two papal transitions showed a great increase in the way we use technology, and who uses technology.It didn’t even take us five years to go into live streaming.

Live video means no homework, you don’t need to edit it, and the platforms you can use are in the hundreds.

There is too much going on online and today the scarcest resource of our century is attention.

Live video can help you cut through the clutter
Done well it’s a game changer
Done poorly it is just awful

An example, Ted Cruz doing a Facebook live with his phone horizontal. And that was the worse of the issues in the video.

Before you go live, promote it.

Three atributes of great digital projects (that also apply to live video)

Simple
Useful
Delightful

1. Live Video is a part of your digital strategy, it’s not the center of it.

Try the different platforms and use the one that makes sense to you

2. Why go live?

If it’s not going to be special, don’t do it.

3. Plan everything you are doing

There are multiple ways to get people to see your video, make sure to publicise before, during and after.

4. It’s not about your network

It’s about the network of the person standing there with you.

5. read, interact and respond

It’s more effective if you pay some attention to what the audience is saying. Otherwise you will be irritating the people who are watching you.

Get a digital wingman/woman that will assist you in sharing relevant links, keep track of comments and filter interesting questions from the audience.

Quick trick, always ask a question in the description of your live video. That will become a conversation starter for the two people on the facebook live video.

6. go for at least 10 minutes

7. what’s going on? Reintroduce yourself throughout the video and say what is happening

This will give viewers a reason to stay because they won’t be confused about what is going on.

8. There are two audiences, the live audience and the replay audience

Part of your job is to promote the video, before and after the live session. Get people to see what you did and where you were.

9. Practice, practice, practice

When you need a safe place, use the “only me” feature on facebook.

Winning in Times of Google Apple Facebook and Amazon (GAFA)

Wed, 14 Nov 2018 09:09:27 +0100

https://twitter.com/westermeyer

Today the world is dominated by platforms: GAFA. Google, Apple, Facebook and Amazon.

European companies are in a difficult situation because the eastern and western companies are succeeding while they struggle to keep up.

https://twitter.com/rankenberg/status/1062652901921865729

.@Westermeyer showing the room a simplified version of the value of Chinese, European and American internet :) An idea to spark off his talk #spark pic.twitter.com/Jp9Z79chte
— Susanna Rankenberg (@rankenberg) November 14, 2018

One solution is to travel to broaden our horizons. Digital thinkers tend to travel to silicon valley to learn from the companies there.

https://twitter.com/marcus_stoltze/status/1062653257963716608

Every year 75000 Germans marketeers requests meetings with Facebook. And all they get is a lousy selfie 😉 #Spark #smdk pic.twitter.com/XPTGS8gSqH
— Marcus Stoltze (@marcus_stoltze) November 14, 2018

Their main takeaways do not change much more than what’s at the surface. The real learning is that what makes them different is the customer access. These 4 platforms are controlling customer access.

Then what can we do? Five ways to beat them

1. Go Horizontal

Zalando, 8Bn valuation.

They have been expanding their offer to include other areas, not just shoes anymore, also fashion, beauty and more. It’s a way for them to pay back the customer acquisition cost.

Uber expanded in the same logic with Uber Black, Uber Pop, Uber eats.

2. Retain your customer

It’s a logic step after we paid so much to acquire a customer to try to retain him/her as best as possible. A simple way to do this is a subscription model, like Dollar Shave Club and gym memberships.

It’s simple CRM but there are few examples of good CRM.

https://twitter.com/aikazikibay/status/1062655435256332289

How to be a rockstar in the age of #GAFA? One of @Westermeyer’s tip is to retain customers via CRM systems #Spark #digitalmarketing @FalconIO pic.twitter.com/XeXtnE23RO
— Aika Zikibayeva (@aikazikibay) November 14, 2018

3. Stand Out

Look for creative ways to make your brand stand out.

Naketano, they are building a world class brand on the back of sexual innuendo product naming.

Products
CEO as a brand

https://twitter.com/delay1/status/1062658013373349894

The CEO has to become a visible leader @westermeyer #spark @FalconIO pic.twitter.com/yrvze7m46F
— Matthias «Delay» Göbel (@delay1) November 14, 2018

https://twitter.com/sabrodriguez1/status/1062657519871553536

How to beat #GAFA? You need to stand out. And your CEO needs to be your brand. Icons create value and build trust. #Spark @FalconIO pic.twitter.com/S9slM1Ntc0
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018

4. Digital PR

We have to do PR in a whole different way. An example was the Tesla car put on a rocket and sent to mars. It produced a lot of traffic and earned media for Tesla.

This is a way to drive attention in this day and age.

Decoding Elon Musk

Frequency of tweets, 3 a day.
Absurdity
Agenda setting, he talks about the hot topics that are strategic for him.
Authenticity

https://twitter.com/rankenberg/status/1062659940802805760

.@Westermeyer is delighting the whole room by analyzing Elon Musk’s PR strategy, and adding “Look at his mom!” 👌😊 Talking about authenticity and _being_ authentic at the same time, is a-okay! #spark pic.twitter.com/ujUB6LQTfr
— Susanna Rankenberg (@rankenberg) November 14, 2018

The result, Tesla is mentioned 6th as one of most innovative companies by German managers. VW was not mentioned at all.

VW is the fifth company spending more in R&D, while Tesla is at 171. The PR stunts and communication skewed our perception of reality.

Events

Apple is clearly the most effective company in running events and having people talk about them during the following weeks.

https://twitter.com/rikardandree/status/1062662206234464257

Interesting presentation by @Westermeyer about pr and marketing on social media #spark #abepartners pic.twitter.com/a2VkYqFgDF
— R Andrey (@rikardandree) November 14, 2018

5. Be agile on all platforms

Google shopping

A company was able to get a better CTR with their photo for white sneakers.

Agile on mobile

Selling a shirt on amazon or instagram means a CPO of 8€. But on instagram you are able to ask for twice as much in price.

https://twitter.com/Lemberg/status/1062661916378701824

CPO on Instagram and Amazon are equally expensive. But people on IG will pay twice as much for your products. 🤔😲 #spark @FalconIO pic.twitter.com/PZAIyzCfuG

— @Lemberg on twitter

Agile on facebook

Groups. True fans create groups for you and there is room to leverage them.

Agile on brick and mortar shops

A champagne bar used a street art graffiti that draws in customers to take instagram photos.

Influencer Marketing in 2019: How to Create an Influencer Marketing Strategy That Generates Results

Wed, 14 Nov 2018 09:07:38 +0100

Twitter: @nealschaffer

Website: https://nealschaffer.com/

Neal has been working in social media for ten years and focused on “The Business of influence”.

Social Media is a mindset

A new way of thinking about who can be an influencer and many ways of working with them.

https://twitter.com/TineSorensen/status/1062641422560645121

Attending #Spark conference pic.twitter.com/TiwfWMdKGw
— Tine Sørensen (@TineSorensen) November 14, 2018

Why is there still so much budget in traditional marketing? In other markets, small business does not have a website, but they use their instagram account and WhatsApp.

Influencer marketing should be a focus for 2019.

https://twitter.com/delay1/status/1062640675299176448

Budgets are not #digitalfirst @nealshaffer #spark @falcon pic.twitter.com/quJrEFtoBU
— Matthias «Delay» Göbel (@delay1) November 14, 2018

https://twitter.com/robertavaleria_/status/1062641147116429314

Go “people first”. Leverage people power to enhance organic reach @NealSchaffer @FalconIO #spark
— Roberta V. Cianetti (@robertavaleria_) November 14, 2018

Social media was made for people and not for business, that is why personal profiles get more traction than business pages.

Today everyone is a publisher. On instagram, twitter, etc. There is a democratisation on how information is communicated.

In this new age, everyone can be an influencer because people tell stories that brands can’t.

Generating Content is one of the greatest resources when working with influencers.

https://twitter.com/FalconIO/status/1062641796285689857

“How do you defeat the social media algorithms? You leverage people power." - @NealSchaffer on #InfluencerMarketing at #Spark pic.twitter.com/CJyxOMsu7a
— Falcon.io (@FalconIO) November 14, 2018

Rethink who an influencer can be

Influencer marketing is about community

Your community is always a smaller subset.

An influencer can help you reach a community that doesn’t trust you at the moment.

We should start with the publics closer to us, like employees and customers. Treat them like an influencer.The hard part is that it takes time to know people and being able to keep historical data on your relationship with so many people.

Start by mapping out this community.

Evaluate an influencer

Reach
Relevance
Resonance
Cultural fit
Relationship

Do an influencer audit.

https://twitter.com/MrsSchaerer/status/1062642999736328192

Totally agree with @NealSchaffer "Working with #influencers is not a one-night-stand, it's truly a marriage" - or at least it should be! #spark @FalconIO #InfluencerMarketing #influencerrelations
— Bianca Schärer (@MrsSchaerer) November 14, 2018

Content-centric influencer marketing

For B2B the focus is on building content

90% of the content that brands create is about themselves, not about their publics.

Events can be very powerful to engage with influencers. Have them as speakers or moderators, make them a part of the event and don’t just expect them to take interesting photos.

https://twitter.com/sabrodriguez1/status/1062646542358724608

There are 15 types of #influencer programmes according to @NealSchaffer - which are you adopting right now? #FalconSpark @FalconIO pic.twitter.com/bXdJEqjvmd
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018

The end game is to create a product. In china, the future seems to be having influencers collaborate in building products.

There are two ways of thinking, you can Buy influence, or you can BUILD influence. It comes down to “what’s in it for me?” So what can you provide the influencer? Not just money, it could be other resources or access to products. Help them grow their community for example, or give them a unique experience.

Don’t encourage cut and paste.

https://twitter.com/Jvesterager/status/1062649363497996290

“Working with influencers is to empower them to be authentic. They are NOT programmable marketing units.” @NealSchaffer #spark
— Jakob Vesterager (@Jvesterager) November 14, 2018

https://twitter.com/TineSorensen/status/1062650701539631104

... replaces nothing ... yet 😉 #spark @NealSchaffer Thank you for an interesting #Influencer talk pic.twitter.com/qC1cywMzWf
— Tine Sørensen (@TineSorensen) November 14, 2018

Opening Keynote: The Day After Tomorrow - The Future Anatomy Of Your Martech Stack

Wed, 14 Nov 2018 09:06:14 +0100

Ulrik Bo Larsen

https://linkedin.com/in/ulrikbolarsen
https://twitter.com/silentcrooner

Consumer behaviour is changing and people expect to engage with a brand in the same way they interact with their friends.

Quick
Human

MVMT is a brand that only exists in digital channels and it’s growing steadily.

https://twitter.com/sabrodriguez1/status/1062632646629572608

Amazing example of thumb-stopping content that drives an in-social commerce experience & transaction #MVMT @silentcrooner @FalconIO #Falconspark pic.twitter.com/5aX1ICnzVL
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018

Evolve or expire

https://twitter.com/sabrodriguez1/status/1062633528188379140

Marketing in a social & mobile world needs completely rethinking - challenge for legacy brands but evolve or die #FalconSpark @FalconIO pic.twitter.com/scAf9sDqEr
— Sabrina Rodriguez (@sabrodriguez1) November 14, 2018

Marketing is perfectly optimized for a world that no longer exists. That is why Falcon is focused in unifying social media management.

Three pilars:

People
Content
Performance

https://twitter.com/danielbieri/status/1062634940670623744

People, Content and Performance. The new marketing philosophy? Get your stuff done and you will be quite successful in #socialmedia - #spark pic.twitter.com/b0xBaUcDLq
— Daniel Bieri (@danielbieri) November 14, 2018

Some of the features of the three pilars have already been a part of the enterprise process and methodology, but as separate parts and not integrated towards social media and other technologies for communication.

https://twitter.com/KristynaUnity/status/1062636168154628096

Point in case why so much traditionally marketing planning doesn’t work online @FalconIO #spark pic.twitter.com/qrjNdtY4MM
— Kristyna Hougaard (@KristynaUnity) November 14, 2018

The way we run ads is broken. Ad specialists and content teams seem separate.

Spreadsheets is where creativity goes to die.

Falcon is reinventing ads to try to solve this problem.

Smarter collaboration between the ad and content team, and integrated in all of Falcon’s process.

Organic Instagram Growth: A bookish Case Study

Tue, 30 Oct 2018 18:15:38 +0000

Virago is a book store with an irreverent brand personality.

We looked into the audience that was already following the brand.

Tone of Voice:

Agenda setting
Classic
Lively

The audience looks to them for books that challenge the status quo, and the tone of voice had to show that desire.

Know your style

Consistant
Beautiful
Attention grabbing

For virago the look needed to be classic and simple, but not fall too far from its values.

Know the platform

Stories
Influencers
Hashtags
Trends

These are tools to help convert people into followers.

Know your analytics

This allows to fly with a true north.

Impressions
Reach
Followers

Don’t just focus on the follower numbers, it’s a basic indicator. The reach is a better indicator of your value as an instagram channel.

What draws people in is the consistency in how the account is managed, as well as the quality of the content.

Stories can help a brand whose interaction and growth seems to have stagnated.

Bringing Social to the Boardroom: How to Drive Real Business Value Through Social Insights

Tue, 30 Oct 2018 18:14:45 +0000

@Sabrodriguez1

Brands on social media outgrow their peers. The rise of adblockers shows that we are moving away from the age of broadcast and to an engagement era.

Stats show that social media has a role to play, but it does not take a seat near the boardroom. Some brands do have a Chief Community Officer.

What are we doing wrong ? It’s about money and understanding the value that social media has, having a robust ROI model.

Focusing on ONE business goal. Think about other areas of the business that can get value from social media, not just sales.

Sometimes that agenda does not match the business needs, you are building it on isolation. Talk to customer support, product development, operations, etc.

It’s an open black book about your competitors, partners and customers.

What other challenges do other departments face and how can we help them with this data?

Sales

Marriage between a brand experience and a commerce opportunity

Service

Customer service leads to better post sale experience, better customer experience all around and quicker resolution of issues.

Savings

Smarts

1. Know thyself and know thy product

Business strategy
Brand and marketing
Product
R&D
Customer Service
Leadership

Competitive insight

Messaging and sentiment
Audience demographics & affinities
Influencer and customer support

Product insight

Facebook groups
Linkedin groups
Online forums
Customer focus groups

Giff gaff they are centred around an online community. In face of a business challenge due to the rise of nano SIMs, the community step up to help them.

Their responses on community ideas is very transparent. As a result their NPS score rivals Apple.

Market intelligence

Analyse and respond to complex specialist & consumer markets
Influence your content creation
Influence your website’s SEO keyword strategy

2. Track the whole journey

Marketing
Sales
Retail
Customer Service

Journey metrics

Join the right dots
Be wary of vanity metrics
UTM links & GTM
Digital Journey (Salesforce integration)

Social Is not just about brand awareness. People want you to stop bombarding them with ads, that’s why adblockers are on the rise.

CRO: Conversion rate optimization

Funnels don’t work, it’s now about the customer journey and that is different for every business.

Omnichannel

Marketing and analytics teams
Retail teams
OOH & Mobile data providers
Trackable links

An interesting example is IKEA’s use of social to drive action. They used geofenced facebook ads and matched the message to the customer journey.

Delight your customer

CRM tools can provide you with a lot of quality information, not just hard numbers. It will allow your community manager to tailor the conversation with each user.

3. Real time advocacy

Marketing
Sales
Leadership

4. Drive cost savings

Custom audiences

CRM customer service
Competitor audiences

Phantom buster

Social recruitment using a micro influencer strategy

How to Monetize Social Media

Tue, 30 Oct 2018 18:14:12 +0000

https://twitter.com/janos_ienciu

Social media is already a pay to play world.

Groups and Hashtags: are good ways to find and lure people instead of chasing them.

People in Facebook groups don’t want to be bombarded with links. Instead, it’s a good idea to reach out to the group admins and request permission.

Chatbots were able to deliver a 97% open rate for a kickstarter campaign that delivered 200k of pledges.

A good example for instagram, an account where stories are published and the lifestyle around the house is used as content. All the houses listed are actually for sale.

Takeaway: use content to build indirect sales.

Influencers make money by advertising other products and now we are seeing them put effort in having their own product or brand.

Selling on social media is like dating. You don’t go on a date talking about marriage plans.

Turning Strangers Into Friends: Pulling Up A Stool Next To Your Mates, Not Your Followers

Tue, 30 Oct 2018 18:07:45 +0000

Hanne Grainger

Jameson Irish Whiskey

There are so many brands that just talk about themselves. Jameson has been learning how not to do this by trial and error.

Consumer behaviour

Consumers will tell you they don’t follow brands on social media. They will tell you that they only follow friends, celebrities, sports, news, entertainment, meme accounts and others.

Customers don’t say they follow brands on social media, but the instagram followers for brands on instagram sum up to the population of Europe.

Users actually follow brands that don’t act like brands.

Jameson is competing with all the brands on social media, not just the ones in the spirits market. So how do they cut through?

1. Knowing who we (Jameson) are

It’s also about the tone of voice in their Copy.

We’re not flippant nor crass. We’re warm and knowingly clever.

2. How we interact

It’s all about two way conversations and getting to know the followers.

Just like a real friendship.

Interesting
Trust
Banter
Confidence (not cockyness)
Personable
Good listener
Know when to be quiet

DON’T

Narcissistic
Never arrogant
Talk for the sake of talking
Talk about the things you have a right to talk about

It’s not only about playing and engaging, it’s also about engaging with things they are interested in. An example is how Jameson interacted with buzzeed posts.

You can have fun on a shoe string budget

3. Where we interact

Our Personality’s Always The Same But Like A Person, We Tweak Our Behaviour Depending On Our Surroundings.

Jameson does not repurpose the content across platforms with copy and paste. That’s lazy.

Each social media channel has it’s own purpose.

Instagram: “Where we showcase the real, un-staged moments of our whiskey.”

Facebook: “Where we showcase the real, un-staged moments of our whiskey.”

Twitter: “Our mates are having conversations & we’re here to join in.”

YouTube: “Sit back, take a seat, grab a Jameson, we’re delighted to be spending that little bit more time with you.”

4. Our friends becoming our family

Jameson leverages their community to talk about subjects where it doesn’t have a right to discuss.

https://twitter.com/NGaberyAdams/status/1062696948703092738

Great insight from @hannegrainger @jamesonwhiskey - we are not only competing in our own category but with the whole internet with our #contentmarketing #spark @FalconIO pic.twitter.com/AFs9iXv9lb
— Nick Gabery Adams (@NGaberyAdams) November 14, 2018

Presentation Photos

How to Build a Content Machine Without Spending a Cent

Tue, 30 Oct 2018 18:05:58 +0000

Lisa Toner

https://twitter.com/lisatoner13

https://ettch.org/

Bad news, money does not grow on trees and people who have it spend it on absurd things, like a diamond encrusted mouse. The same happens with marketing, where ad space is bought at thousands of dollars.

The good news is that we don’t need to be doing this. Smart marketeers think differently and know it’s not about the budget but using the resources you have to create value for your audience.

Your brain will get further than your budget.

https://twitter.com/NikitaSmits/status/1062677914666315776

Packed room @LisaToner13 : your brain will get you further than your budget #spark pic.twitter.com/A6JBaRRNvw
— Nikita Smits-Jørgensen (@NikitaSmits) November 14, 2018

https://www.youtube.com/watch?v=B6zVzWU95Sw

Website grader generated 500 000 prospects: https://website.grader.com/

1. Right goals and right time

The last examples were very focused in one goal.

2. The value was greater than the required commitment

3. They knew how to reach the buyer personas

4. Optimising every bit of content to get the most out of it

These 4 are the keys for successful content.

We need to invest in the right goals and that means understanding the funnel and pin pointing the right places to act on.

tips for great content

1. Buyer personas

Know their goals and challenges and how they match your company’s offering.

2. Build a pilar and cluster content strategy

https://blog.hubspot.com/marketing/content-marketing-strategy

BusinessBrew used a pilar page and all their content was driving traffic there.

3. See what’s working for the competition using Buzzsumo

https://buzzsumo.com/

4. Add a meeting agenda item for the hot topic of the month/week

5. Create a blog post for each FAQ your customer support team receives

6. Use the hub spot blog ideas generator tool

7. Identify hot trends via influencers with buzzsumo

https://twitter.com/NikitaSmits/status/1062680553521065984

@LisaToner13 explains how we leveraged #pillarclustercontent to boost our organic growth result #spark @FalconIO pic.twitter.com/raPkbyzzac
— Nikita Smits-Jørgensen (@NikitaSmits) November 14, 2018

8. Figure out what you can automate for your potential customer (for free)?

9. Build a User Generated Content strategy

Example: Starbucks got customers to tweet a photo of their doodles on the paper cups. The customer had a reward at the end.

10. Get creative with video

11. Add structure to your content ideation process

Make a scorecard for what matters in your content.

Reach your audience

Experiment with different formats of content. Micro pieces of content can drive people to your pillar page.

Create a promotion template, a scale of how you wish to promote each piece of content.

Buffer got 60 guest posts and that helped them grow to 100,00 customers.

75% of hubspots blog views and leads are from old posts. That is a strong argument for optimising old content.

structure your experiments

PIE

Potential for change that the experiment has.

Important metrics that we can change, are they relevant?

Easy? How easy is it to run the experiment.