Shared my top takeaways from Social Media Week New York on MRY’s blog. Check it out!
Social Media Week is in full swing here in New York City. Yesterday I attended the panel “Best Brands on Snapchat.” I was interested in attending this panel because not only is it a hot topic but also because for me personally Snapchat has quickly become my most preferred social platforms in the past few months. The panel included Jeremy Skule, Chief Marketing Officer at Nasdaq; Aaron Wolfe, Social Media Specialist at American Airlines; Carla Zanoni, Executive Emerging Media Editor at WSJ; Bridget Evans, Account Director at Vayner Media; and Sarah Epler, Senior Director of Social Media & Fan Engagement at MTV. Here are some takeaways:
Why they love Snapchat (vs other platforms):
– All agreed that they can reach another audience on Snapchat vs other platforms. WSJ & MTV enjoy the storytelling aspect. Both agreed that you should talk to your audience not what you think the Snapchat audience is. WSJ especially had this concern but they’ve been pleasantly surprised. They know 18-24 year olds do care about important news so they don’t have to put puking rainbows to get their attention. Although there’s nothing wrong with puking rainbows.
– All agreed that they’ve had great success with “live content.” They’ve had more success showcasing behind-the-scenes on Snapchat rather than Periscope. MTV takes fans behind-the-scenes at red carpets and MTV shows. Whereas, WSJ used it for the current debates.
– For corporate, NASDAQ showcases behind-the-scenes of the opening bell and interesting financial events. American Airlines said that Snapchat lets them tell different stories than on other platforms. Twitter is mostly customer service related. Because of the “feel” of Snapchat, it can have a less corporate tone of voice. American Airlines just has Aaron and one other Community Manager who create all the content themselves.
Discover vs brand channel:
– WSJ and MTV both have a Discover channel and a specific brand channel. They both approach Discover like a print magazine. There are storyboards and well thought story ideas/journalism and graphics designed for that specific story.
– Whereas the personal brand channel can be more relaxed and off the cuff. Both indulge in “takeovers.” MTV taps social influencers that fit their voice and give them the full keys to their Snapchat handle. Whereas WSJ hands it over to journalists/reporters who may be following a candidate, etc.
Building Snapchat teams:
– WSJ has a full global team in Hong Kong & London as well as teams in several US cities. Each team has about 3 graphic designers and 2 editors. Carla said she wants to grow the graphics team because that is the most important to telling the story.
– MTV has about 10 people dedicated to Snapchat exclusively but they see that growing.
– American Airlines has just 2 community managers who create the content. It is still a very experimental platform for them.
– Snapchat is still the Wild Wild West in terms of analytics and data. However, Discover does offer more robust data. Both MTV & WSJ look at completion rates & “loyalty.”
– American Airlines doesn’t focus on numbers currently and are more focused on telling stories.
– MTV & WSJ did say that their audiences share across platforms (especially Twitter) so they monitor social chatter. People love to screenshot and share on Twitter. MTV’s audience is very vocal and will tell them what they like and don’t like so they use that insight to adjust the content.
For more you can follow me on Snapchat @KimberleeVDW.
Advertising Week is in full force in New York City. Tuesday I attended The Drum’s Found Remote panel – “How Brands Can Participate in the Future of TV.” The panelists included Marc DeBevoise, Executive Vice President and General Manager of CBS Digital Media; Chad Parizman, Director of Covergent Media at Scripps Networks Interactive; Jim Mollica, Vice President of Digital at Under Armour; and Jessica Sheehan, VP & Head of Social at JPMorgan Chase.
Some takeaways from the event:
– “Live experiences are the greatest opportunity to feature brand integration” said Marc and the others agreed. Sports and award shows were the events that offered the greatest opportunity. CBS said they’re very open to working with brands to integrate them into a program and talked about Stephen Colbert’s new Late Night talk show where he has featured several brands such as Sabra hummus. That’s not completely live but it’s a short window whereas a syndicated show offers its challenges. Chad talked about some ways Scripps Network is working around those challenges. One example is partnering with Wayfair to feature “Shop the Look” where viewers can shop similar items featured on their shows. Viewers always want to know where to buy one of the items featured on the shows but truth be told many of the items are 1 of 6 tables ever created at a small boutique so Scripps tries to feature similar items so viewers can recreate the look in their own homes.
– “Don’t be more noise.” Jessica pointed out that sponsorships with Chase can be tricky because it can be so unnatural looking to have a character on a show pull out a Chase card. She talked about their involvement in live events such as the Emmys where they can offer exclusive access reminding users that with Chase they get these type of perks. Long gone are the days of slapping your logo on the red carpet.
– Under Armour is setting the example. Jim talked about Under Armour’s partnership with the upcoming feature film, The Martian starring Matt Damon. Damon plays an astronaut trapped in space. It was the perfect collaboration says Jim because “astronauts are super human” and we want consumers to feel a similar way when wearing Under Armour. It was the right movie to align with the image of our brand. It’s an excellent example of going beyond branded sponsored content. Jim did say it may take longer and be more work but the reward is so much greater and longer lasting for the consumer. Brands should be keeping their eyes out for similar opportunities as the sponsored content space becomes too noisy.
– What measurements matter. There was a lot of discussion about what metrics each company used to measure their audience and ROI. Nielsen just announced they’ll be measuring audiences across platforms by the end of the year but many networks have opted to do their own measurements. CBS has several platforms – CBS All Access, CBS Digital, CBS Sports – so they have relied more heavily on their own in-house metrics versus third party. They all agreed that “impressions” was a metric they would like to see go away. It’s such a vague term that can be just more noise than provide helpful insights. What they want to know is how to funnel those views into actual actions.
– What’s next. As Natan told Cynopsis Media, “Even as social media and technology have matured over the last five years, brands still had few options to reach viewers. With programmatic television in the near future, TV Everywhere apps across all devices becoming the norm, OTT platforms popping up every day, and social platforms maturing, there have never been more opportunities for brands to reach consumers in a trackable and customized way.”
*This post originally appeared on Midtown Girl.
In this modern world, we’re all very tech savvy and our dating lives are no different. Online dating used to be a dirty little secret you keep but now everyone you know is on at least one site. Your co-worker is using their Match.com app to plan cocktails for that evening. It’s the norm. There are plenty of apps centered around dating. Here are some that I think are perfectly acceptable to use for your next date:
1. FourSquare. You can discover restaurants/places to see if you’re looking for another activity, see recommendations and even get deals. (I’m cool with scoring a free appetizer). I used to think checking in was a little corny but it actually helped save me from a terrible date. Texted a friend it was going bad, she saw where I checked in and just “happen to be in the neighborhood.”
2. OpenTable. If he’s smart and a planner then you’ll make reservations through OpenTable. You can also see how long the wait is at a restaurant so you can plan your evening accordingly.
3. Poynt. If you want a more defined entertainment search (than FourSquare) then try Poynt. It shows you cool events happening in you area so hopefully you can avoid any awkward “what shall we do now?” moments. (Full disclosure: never tried this app but it has received good reviews).
4. Uber. If it’s raining or all the cabs are full, he should definitely pick up an Uber ride for any long distance traveling.
5. HotelTonight. And if things go well… look up last minute hotel reservations.
What apps would you use on a date?
Kate Spade Saturday launched 4 digital stores in downtown Manhattan. These 24/7 window shops will be open until July 7th. Each store wil feature 30 items and you can get 1 hour delivery in the city.
While I was out to dinner for Father’s Day with my family we happened to spot one of the stores so of course I had to check it out. It’s a fairly easy store to spot with it’s bright yellow brick and what appears to be an oversized iPad touchscreen. FYI: to the Saturday folks, may want to make it smaller so us short people can reach! But anyways… a glass wall holds some of the merchandise available. According to Racked new merchandise is added every Saturday but I still found it limited. There was the same items in varying colors: yellow, cobalt blue, green and black & white. It was basically shopping online outside a store on a giant iPad. It’s an interesting concept. I’m sure the 24/7 allows for some drunken shopping.
It’s an interesting concept and retail stores seem to be moving towards the way of ‘showrooming‘ i.e. no stock. A major cost is storage of clothes/accessories that may potentially not sell and then retailers are forced to slash prices with no profit just to get the merchandise out of their stores. I like the idea of showrooming as it makes prices more competitive where ultimately the consumers benefits. Also, I’m a major online shopper since you can find better deals (in my opinion) but for those who like going into brick and mortar stores to see the merchandise this seems to be a happy marriage. See and, in most cases, feel the products then shop online.
Stop by one of those at the following locations: 175 Orchard Street, 154 Spring Street, 7 West 18th Street, and 30 Gansevoort Street.